The primary goal was to enhance brand visibility, showcase Moss's fashion expertise, and engage diverse socio-economic groups. The long-term vision involved reshaping brand perception, increasing turnover, and capturing increased market share.
Solution
The strategy focused on creating an intuitive, personalised customer experience through a dynamic app. I introduced a fresh, modern, clean art direction style to create a visually appealing look focused on fantastic products. Critical elements like brand positioning, competitive pricing, and promotional sections, such as "New Arrivals" and "Sale," were central to the design—integrated features for sharing, saving, and accessing video content to boost user engagement. The "Inside Pocket" section was developed with curated content from style experts, influencers, and brand advocates to maintain ongoing brand engagement.
Challenges
Adopting a mobile-first strategy with an app presented notable challenges, particularly budget constraints during an economic downturn.
Outcomes
The design and development process highlighted Moss's capacity to reach new customer segments, strengthen brand perception, and build user loyalty, maximising sales potential. However, budget limitations ultimately prevented the app's launch.
