Alpha Industries
OVERVIEW
As official Agency of Record for Alpha Industries, The Charles has partnered with the iconic American brand to reimagine their DTC experience, with the main goals being increasing brand awareness, loyalty, and conversion.
SERVICES
Brand Development, Branded Content, Branding, Content, Content Creation, Content Strategy, Copywriting, CRM Management, Design, Digital Marketing, E-commerce, Fashion, Google SEM, Insights, Measurement, Paid Media, Photography, Production, Programmatic, Research, Services, Social Media, Strategy, Web Development, Work
“A big challenge for Alpha has been communicating differences in sizing among Alpha’s core silhouettes. To solve for this we built a custom and intuitive page that allows consumers to view the fits of different fit types across each of Alpha’s core styles.”
Samantha Edwards, Creative Director
26 %
Increase in Post – launch conversion rate (MOM)
480 %
Increase in site searches for key silhouette products
WEBSITE ANALYTICS
From issues with sizing among Alpha’s core silhouettes to poor site search, our main KPI's were aligned to improving conversion, page duration and ease of checkout.
SALES DRIVEN STORYTELLING
We encouraged the brand to focus on sales-driven storytelling, as one of their key selling points. We executed this by creating specific landing pages, where each new collection could be purchased and featured in a more editorial experience.
“Story telling has been a central theme for the brand since it’s inception nearly 60 years ago. Our biggest accomplishment to date, is in how we communicate military heritage to younger audiences with compelling visuals and strong narratives through a multitude of paid and organic platforms.”
Aaron Edwards, CEO
Margaux
OVERVIEW
We helped Margaux launch an entirely new online E-commerce website aimed at reflecting the brand’s poise and elegance and making the process of ordering a made-to-measure pair of shoes an easy and delightiful task.
SERVICES
Art Direction, Content Strategy, Design Strategy, E-commerce, Fashion, Technology, Visual Design, Web Development
AWARDS
French Design Index
SITE OF THE DAY
“A brand is not just an image, it’s a lifestyle. The custom designed blog gave Margaux a voice and the ability to come alive with fresh, original content to keep customers up to date on the latest from the brand.”
Samantha Edwards, Creative Director
Margaux’s unique selling points are around the two sizing options available for their customers to ensure a perfect fit. A standard, ready made European fit was designed for shoppers who want a quick easy way to buy. Users could also opt for a unique made-to-measure fit that was tailored to exact measurements. “One of the main challenges faced were around showcasing both options and different prices while communicating the benefits of both fits.”
Aaron Edwards, CEO
A CLEAR PATH TO PERFECTION
There are multiple ways in which customers can find their perfect fit. When the brand first launched, Margaux sent customers fitting kits that would simplify the measuring process at home. Since then, they have rolled out at-home appointments and opened a studio in New York for fittings.
A FIT FOR EVERY WOMAN
After customers complete the measuring process, it is saved on their personal account page. In addition to housing their addresses and orders, the new account page allows customers to view, edit, add, and delete their measurements. Whether they want to add a friend’s custom measurement to gift later on or add multiple measurements for other friends and family, their information will be saved and will be accessible for future use anytime, anywhere.
Ellen tracy
OVERVIEW
Ellen Tracy’s archives held a wealth of content, including campaigns featuring iconic brand ambassadors like Christy Turlington and Cindy Crawford. The Charles helped Ellen Tracy organize their creative assets to better leverage existing content and showcased the brand’s prominent history to new audiences.
SERVICES
Art Direction, Content Strategy, Web Development
AWARDS
AWWWARDS
SITE OF THE DAY NOMINEE
French Design Index
SITE DU JOUR
CSS Design Awards
SPECIAL KUDOS
“The Charles crafted a visual and verbal strategy to inspire today’s modern woman, while paying homage to the brand’s timeless appeal.”
Suzanne Celso Ellen Tracy, CEO
FEATURE RICH EXPERIENCE
The Ellen Tracy website was carefully crafted with rich interactive features that connect with the target audience and tell the philosophy of the brand.
MOBILE-FIRST APPROACH
We evaluate when and how to integrate this into the process based on each client’s specific needs and decided to develop Ellen Tracy Site using a Mobile-First approach to ensure the experience across all devices is equally seamless, optimized and enjoyable.
Petite Studio
OVERVIEW
Supporting the story behind the brand and its creators, we created a visual narrative that integrated with the branding, website and content strategy. Real petites, Real fits.
SERVICES
Brand Development, Branding, Content Strategy, Copywriting, CRM Management, Design, Digital Marketing, E-commerce, Fashion, Social Media, Strategy, Web Development
“We refined the existing logo adding personality to it and creating an icon, a button, using the two i’s in the words and highlighting a ‘petite’ fashion element that embodies the brand positioning. Petite and essential. Applying the new branding to the SoHo flagship store signage.”
Aurelie Benais, Design Director
CUSTOMIZED FEATURES
This feature rich Shopify website includes a shop-able inspiration section, pre-order pages, customer testimonials, influencer landing pages alongside detailed size guides for an enhanced UX / UI experience.
42 %
Higher conversion rate
125 %
Increase in revenue
REVENUE GOALS
Driving a 125% increase in online revenue has been our biggest achievement with any client. We believe an improved brand image, cohesive brand / digital strategy and content strategy have been major factors to the success of this DTC brand.
PRODUCT / EDITORIAL EMAILS
Emails solely focused on promoting new and existing products, and entice customers to make a purchase. The editorial emails are intended to tell a story visually and feel less promotional, leading the subscriber to a product in an subtle, artistic way.
Sam Edelman
OVERVIEW
We were hired to establish an omni-channel approach to creative and media strategy which in turn shifted perception and drove awareness and conversion for the brand.
SERVICES
Art Direction, Brand Development, Content, Content Creation, Content Strategy, Copywriting, CRM Management, Design, Digital Marketing, Digital Strategy, Google SEM, Insights, Paid Media, Paid Social, Programmatic, Social Media, Strategy, Visual Design
DEFINING NARRATIVE AND ART DIRECTION
We created a brand narrative that set the stage for our creative strategy and execution of the brand campaign.
DIGITAL CAMPAIGN HUB
Built as an extension of the Sam Edelman e-commerce site, a campaign hub was designed and built to house the campaign story and creative.
SOCIAL MEDIA
The Charles created brand-aligned instagram content for Sam Edelman, looking to engagement as the highest priority.
EMAIL NEWSLETTERS
Using our paid media results, we were able to build flexible newsletter templates that had rotating creative based on media performance to enhance conversions and CTR’s.
BRAND SPONSORED CONTENT
The Charles worked with relevant media publishers to create effective brand sponsored partnerships
471 %
Increase in conversion rate from our benchmark
80000 +
Increases in followers on Instagram
MEDIA RESULTS
Our digital first omnichannel campaign drove over 188,000,000 impressions over 4 months with a high click through rate. We also saw substantial increases in conversion rate on their e-commerce platform with high traffic surges resulting in strong e-commerce performance.
Russell Athletic
OVERVIEW
For 120 years, Russell Athletic has lead the charge on athletic apparel. The Charles Group executed a comprehensive creative strategy that brought their authenticity to life.
SERVICES
Art Direction, Content, Content Production, Photography, Production
As a part of Russell Athletic’s larger strategic and creative refresh, The Charles Group produced a comprehensive brand book, campaign photoshoot, and editorial catalog that celebrates their history with a new creative positioning statement, Stitched for Authenticity™.
“We developed an informed approach that elevated the photography through the use of current trends, while still placing them firmly through the lens of Russell Athletic brand purpose and visual brand DNA.”
Samantha Edwards, Creative Director
Editorial Design
Digital design
