Overview

Statement Boutique is a brick-and-mortar women’s apparel and soft goods boutique located in the affluent neighborhood of North Loop, Minneapolis. Their core customer is women ages 23-60, who likes supporting small business and lives or works in the area.
The boutique was once owned by a local jewelry maker and had recently sold it to Molly Blanski, who wanted to transition the store to appeal to a younger audience.

My Role

In-House Photographer & Social Media Strategist

Duration

2 years (March 2017 - March 2019)

The Challenge

When Molly came to me she had recently purchased Statement Boutique from the previous owner. She wanted to update the website with new imagery, and design- to entice customers to come shop in the store. She also needed to have daily content to post to help grow the store’s audience on social channels. We had to figure out a way to get new content, without going over her limited marketing budget.

Solution

To get updated content for Molly, our plan was to have two lifestyle photoshoots per month. To keep photoshoot costs at a minimum we offered friends, store employees and loyal shoppers store credit in exchange for their time. The new lifestyle images instantly elevated the store’s Instagram and Facebook account- in . Then with the updated content, I was able to overhaul the website to fit the new minimalist branding approach.

Results

The new branding direction increased the Instagram audience from 500 to 1,500. This growth and revamped look allowed for Statement to appeal to the trendier, more in-demand vendors they hoped to stock in store. Thanks to Statement’s enhanced digital presence the boutique saw a sizable increase in first time shoppers, who discovered them via social media. Traffic among customers under 35 years old rose by 25% by the year 2018. With the improved design and streamlined layout- Statement’s website was not only more consumer-friendly, but it helped convert casual browsers to shoppers at a higher rate and ultimately drove growth and revenue.