2022
The Project
Management
Resellswap is a startup with the aim of creating an online platform for sneaker resellers, where users of this business can get information, obtain useful resources and learn notions that allow them to improve their business.
The development of this project began in mid-January 2021 to be made public in the first days of February. It is a job to which I contributed in every aspect: starting from the product itself, moving on to branding, the design and creation of the website and its contents, the e-Commerce platform, social management and the digital advertising strategy.
Content
Resellswap's launch product is a guide, The Sneaker Reseller Guide, which introduces users to this world, its dynamics and how to create a business around it.
The collaboration of several important figures in the streetwear field have been consulted for the development of this project, especially those operating in the Milan scene, the most important in Italy.
Layout
A distinctive point compared to competitors is the aesthetic quality of the product itself, in addition to the content. A work that was carried out in parallel with the branding of the brand to create a coordinated and complete image.
Developed for an initial completely digital version, the guide has been reworked to also be produced in a physical version given the great demand from the public.
Branding
Branding was the aspect in which the greatest efforts were applied in the initial phase, with the aim of creating an effective and captivating identity that embodies the style and principles of the audience to which it communicates.
More distinctive than the logo is the use of colors, a combination of pure red, black and white, present in any representative content of the brand.
A tone of voice that contains a formality but giving more space to a youthful and immediate language, to create a sense of familiarity with users while maintaining professionalism.
Websites & eCommerce
Based on the Shopify platform, we have developed a complete and articulated website, constantly updated, which aims to evolve towards a web-app.
In addition to the basic functions of each website, such as presentation and communication, in this case also e-Commerce with all its elements, a section that has been developed is that of the members area, an exclusive section dedicated only to customers.
Thanks to the Internet, communication has reached incredible speeds, carrying all businesses with it, especially those that operate in the digital world, to develop at the same speed. The members area is precisely a help that we offer, thanks to constant updates, tools and material that our users love to use and which they now consider essential.
The key point of the development of this platform has been the automation of everything from the checkout process, mailing lists, updates related to the help and the members area and the exclusive access limited to some members.
Social communication
The most direct channel with which the brand communicates with customers and users is through social networks, especially Instagram. The development of the communication strategy, in addition to a coordinated graphic approach, relies on a main point: education.
Resellswap's potential customers are those interested in learning the area of sneaker resell in view of an application for a business. So through the contents we are going to partially satisfy this desire.
Stories and posts with tips, advice and techniques that followers and others cannot assimilate and apply, which reveal the value of the brand and channel users into the first phase of an articulated funnel with the aim of converting into customers.
This strategy has also made it possible to obtain a high engagement towards the proposed contents, above the statistical average.
Digital advertising
Despite the infinite potential of organic search, the integration of advertising strategies are essential to establish general brand awareness and to affirm it.
An advertising campaign made up of distinct and structured funnels and phases, all reconnected to each other, is underway, generating over 90% of the brand's turnover as well as high numbers of impressions.
Digital advertising is a very complicated and delicate process that requires several steps:
- market research;
- competitor analysis;
- psychological analysis of users;
- copywriting;
- creation of creative content;
- data collection and analysis;
- reworking of the latter;
- automation systems of the various phases;
- constant innovation of communication methods.
- competitor analysis;
- psychological analysis of users;
- copywriting;
- creation of creative content;
- data collection and analysis;
- reworking of the latter;
- automation systems of the various phases;
- constant innovation of communication methods.
Conclusion
The development of this project, requiring my participation in practically every area and every step, has allowed me to develop a general picture of how digital businesses are composed, as well as an advantage in that everything could be coordinated more efficiently and effective. Collaboration with members who perform other roles was necessary and useful to understand more specifically how the various areas should be addressed and developed.