Maison Pop Couture, a start-up in the sustainable fashion market, launched its first collection of animal-free fur, 100% made in Italy, in October. They entrusted Garpez with the design of their e-commerce platform and the overall planning and implementation of corporate and product communication.

To kick-start this ambitious project with the Arezzo-based brand, we began by listening to the founder's goals and story. We then constructed a sartorial strategy, just like their garments:

"Fur will always be a symbol of elegance, but at the same time, it needs a reimagining in an ecological and cruelty-free manner. The brand's mission is to promote a healthy, sustainable, and inclusive lifestyle: craftsmanship, quality, and the pursuit of natural materials and soft cuts that elegantly mold to the personality of anyone wearing our genderless pieces."

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Garpez X Maison Pop Couture: developing the brand identity and launching the e-commerce.

The project was initiated in August 2021 and involved the following phases: corporate identity design, e-commerce development, pre and post-launch advertising campaigns.

Our creative team studied and designed the entire visual and conceptual identity of Maison Pop Couture (color palette, coordinated image, packaging, illustrations, and design, tone of voice) to reflect the brand's values and personality at every touchpoint of the customer journey.

Developers and UX designers collaborated on the development of the e-commerce platform to create a digital boutique that combines design, user experience, and ease of purchase - now the primary sales channel.

By focusing on the brand's essence, we were able to develop and personalize an ambitious launch strategy in collaboration with the client:

- Lead generation campaigns followed by soap-opera sequences as nurturing strategies

- Influencer marketing

- Traffic and purchase-oriented campaigns

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Result: a growth rate of 305,112% and a ROAS (Return on Ad Spend) of 376.93%.

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With a fanbase of thousands of followers on social media, primarily on Instagram, and an active community on newsletters, we successfully positioned Maison Pop Couture as one of the emerging Italian brands in the sustainable fashion sector. We emphasized the brand's core values: craftsmanship, stylistic innovation, and environmental consciousness.

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