"White + Warren, a cashmere brand known for its colorful $300 travel wraps, is updating its logo, website, product assortment and marketing mix to try and woo a younger clientele while building its e-commerce business. The brand, which launched in 1997, will now be known as White & Warren - with an ampersand rather than a plus sign - to signal"
"that people should pronounce the "and" in its name. White & Warren is also updating its website to include new product descriptions and larger photos and make the interface more optimized for mobile. On top of this, the company is tweaking its marketing strategy to focus less on paid social channels and more on user-generated content and direct mail, and it's preparing to roll out new categories, including knit outerwear and menswear, in the coming months."
White & Warren is changing its name styling to White & Warren with an ampersand to encourage pronunciation of "and." The brand is updating its website with new product descriptions, larger photos and a mobile-optimized interface. The marketing mix is shifting away from paid social toward user-generated content and direct mail. New product categories, including knit outerwear and menswear, will launch in coming months. The company aims to double net revenue within three years while growing e-commerce penetration to roughly a 60-40 split by the end of 2025. Current annual revenue is in the eight figures with double-digit growth. The typical customer is older than 50; the brand targets shoppers roughly ten years younger.
Read at Modern Retail
Unable to calculate read time
Collection
[
|
...
]