Pixie Mood
Intentionally designed handbags for driven women.
Challenger Brand StrategyMarketing PlanOrganic Social MediaBrand Partnerships & InfluencersPaid Media Collaboration
THE CHALLENGE
Pixie Mood, a pioneer in vegan “leather” handbags, faced stagnating sales. The brand was in need of a clear marketing strategy to unlock their next chapter of growth. The founders were spread thin, and the in-house marketing team focused on daily execution. 5&Vine was enlisted to revitalize the brand, conducting a thorough competitive analysis to redefine the target audience and reshape the brand’s strategy across various touchpoints, including the website, organic social media (especially TikTok video content), lead generation, and brand & influencer partnerships.
OUR APPROACH
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.
THE OUTCOME
Clear ICPs (Ideal Customer Profiles) and Personas for the modern, driven woman. Pixie Mood’s new positioning emphasized creating intentionally designed, 1,000% vegan handbags for empowered women who invest in themselves and future generations. The refreshed definition of Pixie Mood as a “positive, powerful flow state” resonated with our target as they “take ownership of their actions to build a life on their terms while uplifting people and the planet”.
The Pixie Mood team embraced our ICPs, Challenger Brand Strategy, and Marketing Plan for execution. We continued to provide support for brand and influencer partnerships, along with a focused effort on building engagement for their social media audiences across Instagram and TikTok.
“The team at 5&Vine has been amazing to work with. They are very knowledgeable and I truly believe they have the expertise to bring any business to the next level. They are great partners as they always try their best to stay flexible to our needs whenever we needed to pivot to a different direction. I would recommend them to any company who needs expert guidance and a team who would roll up their sleeves to get things done.”
– Chloe Ho, President/Founder, Pixie Mood
Ready to challenge the
status quo and win?
👋 I'm Rahul, founder and CMO at 5&Vine. Reach out to schedule an intro call about your marketing challenges and let's assess how 5&Vine can help your brand win.
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