Complete creation of a contemporary French fashion brand and its 360° communication strategy. From positioning to launch plan, including identity, competitive audit and multi-platform social media strategy.
A wardrobe that never goes out of style
A fashion brand built to last.
The fashion market is saturated with seasonal offers and overconsumption. Naël takes the opposite path: fewer pieces, chosen to last ten years. A brand designed for a client tired of disposable fashion but not militant. An answer to fast-fashion through elegance, not guilt.
Positioning
Naël is the French brand of essential wardrobe pieces, made to outlast seasons and trends. A simple promise: less, but better. Fifteen pieces per collection, two collections per year, made in France and Portugal. Each piece is traceable down to the raw material, and designed to be worn for at least a decade.
Sober, sensorial, timeless.
A visual identity that refuses trends. Refined logo in contemporary serif, palette drawn from natural materials (linen, fired terracotta, ink), editorial typography reminiscent of fashion press rather than fast-fashion.
- Greige#D4CAB8
- Terracotta#B8654A
- Ink#1A1612
- Cream#F5EFE3
Drawn from natural materials. No saturated colors, no pure whites. Terracotta is the only accent: a warm touch that signs the brand without ever shouting.
Cormorant + Inter
Cormorant Garamond for headings: elegance, fine letterforms, expressive italics. Inter for body text: contemporary readability and neutrality.
Who we're really talking to.
Not a demographic, but a real customer. Naël speaks to Camille, and to all those who resemble her: an active woman, past the age of chasing trends, but who has no desire to fade into the background.
« I'd rather buy one piece a month I'll love for three years, than a Zara cart I'll never wear. »
Camille L.
Four pillars, one signature.
SEO, SEA, GEO and social media. Each lever serves a specific function in the customer journey. Together they form the brand's digital ecosystem.
01 · SEO
SEO, the invisible infrastructure. Build sustainable organic traffic rather than depending on paid acquisition. An editorial content strategy that highlights craftsmanship (spinning, weaving, sewing) and captures the target in research mode.
02 · SEA
SEA, targeted accelerator. No scatter shot. SEA is concentrated on the urban CSP+ target in purchase intention, with a measured budget and a minimum ROAS of 4. The goal isn't awareness, it's conversion.
03 · GEO
GEO, the new search frontier. ChatGPT, Perplexity, Google Gemini: 30% of product searches now go through generative engines. GEO (Generative Engine Optimization) prepares Naël to be cited when someone asks an AI: « what's the best French sustainable fashion brand? »
04 · Social media
Pinterest + Instagram, the winning duo. Rather than spreading across five platforms, Naël concentrates its strategy on the two that match the target: Pinterest for the inspiration phase, Instagram for conversion and community. TikTok is deliberately excluded: doesn't match the brand's premium editorial pace.
Year 1 objectives.
A strategy without numbers remains a wish. Here are the consolidated objectives for the first twelve months after launch. Weekly steering via internal dashboard, monthly reporting to management.
Establish Naël as the French signature of essential fashion. Not by shouting louder, but by saying it right, and proving it.
The Naël site, in free navigation.
Complete UX/UI redesign of the e-commerce site, designed in Figma. Homepage, product page, atelier page and purchase journey rethought to serve the brand's editorial strategy.
Figma
The website mockup, free navigation
Content hosted by Figma. It only loads if you click.
Six months to exist.
From D-90 to D+90, here is the orchestrated launch sequence for Naël. Each stage serves the next: we intrigue, we install, we convert, we retain.
- M-3
Phase teasing.
Opening the Instagram account in mystery mode. No products visible, only close-ups of materials, ateliers, artisan gestures. Waiting list on a minimalist landing page with a countdown.
- M-1
Phase press.
Press kit sent to the 30 priority fashion media. Press showroom organised in the Parisian atelier over three days. Preparation of influence packs for 25 selected micro-influencers.
- D Launch
Phase opening.
Going live with the e-commerce site and the first collection. Private event at the atelier (150 guests: press, influence, first waiting list customers). Simultaneous activation of SEA and social media campaigns.
- M+1
Phase amplification.
First UGC content from micro-influencers reposted. Launch of the editorial blog with 8 first articles. Activation of Pinterest campaigns. First press coverage repurposed on social media.
- M+3
Phase retention.
Launch of the « Atelier » programme: early access to new pieces, invitations to showroom events, exclusive editorial content. First email reactivation campaign for M0-M2 customers.
One project, three deliverables.
Naël is a complete brand strategy case study, presented during a pitch exercise to a jury simulating investors (academic supervisors). The project combines three complementary dimensions.
