Apres Paris ––– Creating a strong online presence for an historical luxury boutique, to fit into today's digital communication and sales experience.

01. THE PROBLEM

Apres Paris, is a 30 years old luxury boutique located in Treviso, with a selection of niche brands – like Martin Margiela, Comme de garçons, Issey Miyake, Yamamoto, among others.

It is a shop with no windows, looking like an art gallery more than a clothing shop. The unique shop’s aesthetic becomes a white canvas for the designer’s garments where the owner plays with styling, looks and ironic props.

The founder, Diana Molin needed to create a stronger and cohesive digital identity, both for the e-commerce and social media, so that the historical boutique’s with its curated selection could be discovered and experienced online from people abroad, expanding growth possibilities and supporting at its best the niche clientele.

02. THE SPECIFIC SOLUTION

I conducted a deep analysis and observation of the boutique and the team, focusing on the different communication channels components and how the information were delivered: the boutique DNA, the Unique selling proposition to the targeted market, the tone of voice, the current target customer and the desired one.

The biggest problem was the online communication felt fragmented and not aligned with the physical store’s sophistication and unique atmosphere. The solution then was to capture all the essential elements of the physical store’s experience and transforming them into a clearer message and online experience.

After all the research and analysis I then developed a boutique book guide for the team to be used for the online content. 

03. THE OUTCOME

Now, the shop has eventually a stronger, unified identity across all channels.

A stronger unified identity means, for the insiders, more clarity for the shop team that creates and deliver content, and as a consequence, the possibility for clients to experience a better involvement in the process of discovering and buying: a brand with a strong and coherent visual identity is perceived with more value and feels more trustworthy.

The owner is now able to deliver the history, experience and unique selection of the boutique Apre Paris beyond the physical limits of the shop reaching a wider range of customers that can follow the development and news in real time from anywhere.

04. BEFORE AND AFTER

Before