We conducted interviews and analyzed survey results to uncover what made Pixie Mood special and beloved by customers. Recognizing oversaturation in the vegan leather market, we explored sustainability, product, brand legacy, and eco-innovation to identify a unique positioning. Thoughtful design at an affordable price emerged as a key differentiator.
Connecting their new positioning to a clearly defined target customer, we aimed to resonate with women experiencing significant life transitions. Our strategy challenged norms related to handbag quality at their price point, fast fashion trends, career confidence, and sustainability claims.
We translated the Challenger Brand strategy into a 12-month marketing plan, ready for implementation by their founder and the in-house team. While the Pixie Mood team executed the broader plan, we continued to lead organic social media, brand & influencer partnerships, and collaborated with Pixie Mood’s paid media agency to optimize insights from organic channels for paid strategies.