May 2024, I launched Gracious after working on it for a year.
Gracious embodies kindness, femininity, and effortless style. She's chic, reliable, and always leaves a lasting impression with her grace and bright smile. Warm and soothing, she's fun without being loud, making everyone around her feel comfortable and uplifted.
Drawing from my own experience as a corporate professional, I identified a significant gap in the market for stylish, versatile workwear.
Gracious caters to women who value quality and professionalism in their attire, creating relatable content that resonates with their lifestyle while providing a seamless transition from office to casual settings.
Launched Gracious Brew campaign, aligning with trends in wellness and self-care that resonate with our target demographic of corporate women.This increased engagement, strengthening our brand presence in the corporate fashion market and fostering a vibrant community of empowered women.Our marketing campaigns were crafted to resonate with corporate professionals, emphasising the versatility
of our clothing for both work and leisure.
Analyzing engagement metrics allowed us to refine our content strategy continuously.
Initiatives like 'Gracious Brew' encouraged user-generated content and community engagement, amplifying our brand reach and creating a dynamic customer experienceTikTok's platform allowed us to share behind-the-scenes content and relatable moments
By utilising trending formats and challenges, we increased engagement and built a vibrant community around Gracious
The authentic content created on TikTok flowed naturally into our Instagram presence
Analysing audience interactions on TikTok provided valuable insights that informed our broader marketing strategy.How I planned this shoot:
Planned the shoot by researching fashion trends and social media influencers to resonate with our target audience.
Styled outfits to highlight versatility, proving they could transition from office to after-work engagements.
Partnered with a photographer to bring my creative vision to life, creating a cohesive and contemporary campaign
Communicated our brand message of confidence and empowerment in the workplace.
Increased interest and engagement by showcasing our pieces in an elevated context, fostering discussions around workwear fashion.