From Wholesale to B2C Digital

The Challenge

Storrs London was established over 20 years ago as a printed textile design company selling to fashion designers and manufacturers around the world. The company has built up an extensive catalogue of exclusive textile designs that have all been created in-house to create a distinctive look.

With the growth of global e-commerce and digital sales channels and the influence of social media combined with fast worldwide delivery methods, the company saw a new opportunity. The company was interested in learning if it would be possible to switch from a wholesale only company to a business to consumer company. Anthony Daley, the founder of Storrs London wanted to launch an e-commerce website selling designer sleepwear/loungewear. “All of our designs are printed onto high quality Egyptian cotton fabric which is ideally suited to pyjamas.”

Questions asked by Anthony

• Is it possible to launch a new luxury consumer brand with no ‘Bricks and Mortar’ retail presence – either stand alone or listed in high end stores?
• If yes, how could the brand be launched exclusively through digital marketing (without being supported by features and editorial in fashion newspapers and magazines?).
• Assuming the launch will be primarily digitally led, what mix of social media would you propose to target our key audience?
• Building on from social media mix and choice, what value drivers should inform our key messaging/hashtag strategy/target influencer choice?
  What’s important to our audience eg product quality vs comfort vs ecological credentials vs product country of origin vs charitable alliances. How do we associate ourselves with trending/emerging consumer influences – eg music, film, art and culture?