Company Overview

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FLOAT Apparel, a Cape Town-based fashion brand, targets the Gen Z market with not only products but an entire culture. In order to successfully target this demographic, FLOAT prepared to invest heavily in customizations and collaborations to make a personal shopping experience for their customers. 

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Challenge

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Problem 1 

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In their efforts to be different, FLOAT was struggling to build a personalized shopping experience with only a single entry point to the entire store. Even with positive responses from influencer collaborations, the actual engagement and conversion of the audience wasn’t where they’d hoped. 

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Problem 2 

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As a fashion brand, FLOAT also ran limited-time collections, featuring designers from around the world. Growing the excitement and highlighting these exclusive drops was too time-consuming, expensive and complicated. With standardized product pages and complex software for adding temporary inventory, mass amounts of potential were left untouched. 

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The time it took to edit our product pages was never justified for such a short collection. There was no way to highlight our designers.

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A report from Deloitte indicates that 1 in 5 consumers are willing to pay 20% more for a personalized or exclusive product. The profit increase that was possible through these limited-time collections was enormous - and largely untouched. 

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Solution 1 

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With the use of Popup, FLOAT was able to create multiple entry points that directed customers into unique journeys based on audience demographics and known preferences. Not only did this feed the GenZ expectation of something unique and special, but the enhanced targeting boosted conversions and overall site engagement. 

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Solution 2 

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To increase the success of their exclusive collections, all designer collaborations can now be designed with a custom landing page - created in just a few minutes. These campaigns can be built independently, without needing a third-party app or a complete redesign of their products inventory. 

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Results

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By emphasizing unique customer journeys, FLOAT Apparel was able to impress their customers by turning their regular store into a cultural hub. Not only are they able to create an engaging experience for their shoppers, but their ability to feature custom collections and highlight emerging designers has also been amplified. 

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Is your store also lacking a personalized shopping experience? Don’t worry! We can build one. Our friendly team will help get you started on the path to success! Begin today.