Labinjoh London is a men’s fashion retailer. To survive in this fiercely competitive marketplace, they needed external support to create a marketing plan.
Launched by Justin Labinjoh, Labinjoh London is a minnow in the men’s fashion retailer. To survive in this fiercely competitive marketplace, they needed external support to create a robust marketing plan. They searched for a marketing firm London and found Abacus.
Our market research took in more than 100 competitor brands; this enabled us to gain valuable insights into their digital marketing strategies. We developed Labinjoh’s strategic brand proposition in terms of values, vision, mission, character, positioning and USPs. Our research led to the creation of powerful messages to help Labinjoh stand out from the crowd.
The communication needs of key stakeholders were identified, including staff, investors, prospects, customers, stockists, partners, media and suppliers. We looked at their sales pipeline processes both before and after the sale – to deliver a bowtie marketing strategy.
We proposed a brand story around Justin’s background and motivation to enhance Labinjoh London’s unique character and personality. We recommended Labinjoh send swatch books to prospective customers so they could physically touch the fabrics that would be used in the production of the shirts they would be buying online. We created added-value experiences with every sale, offering discounted pricing on cufflinks, half-price personalised handkerchiefs and the free embossing of initials on the shirts they purchased. Our plan also recommended product videos to showcase the entire range on the website, logo development to mirror the brand’s classic, contemporary image, and a new website to create a better user experience.
We proposed a lead generation strategy using social media marketing, SEO and content marketing, tactical initiatives via digital advertising to boost leads and sales on an ad hoc basis, and consumer promotions via email marketing to prospects and customers.
We proposed marketing automation software to optimise purchase, retention, loyalty, cross-selling, recommendation and referral, and the creation of a member’s club to encourage loyalty. We recommended an investment in PR to connect the brand with industry bloggers, journalists and influencers, as well as to take their brand using guerrilla marketing techniques to media events and fashion shows and to hold their own talent competition to find male models to use in the online catalogue.
Budgets and timescales were also provided to create and deliver all the above elements.
“I am over the moon with the marketing plan Abacus created – it provided me with a comprehensive vision for the future of my brand. I am now seeking investor funding to move things forward.”
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