Reimagining and Reengineering Brand, eCommerce, and Brand Ambassador Engagement for Apparel Company
Revolution Dancewear, the leading direct to studio dancewear company, acquired DanceDirect in 2012. DanceDirect is the leading direct to consumer ecommerce platform throughout Europe. Revolution asked Kley to revive the Dance Direct brand, further differentiate it from the growing number of competitors, craft a world-class ecommerce user experience, and create an innovative go to market strategy including content.
We blew up category norms and propelled what was typically an online catalog experience into a dancer and dance enthusiast lifestyle and fashion magazine destination. Content and shopping seamlessly live together and provides context for the range of offerings and styles. Kley engaged a number of the So You Think You Can Dance Stars (including Twitch who is now also Ellen DeGeneres’ DJ/side kick on Ellen) as brand ambassadors. We also engaged Ballerina Project to be one of our content partners providing ongoing photographic content and access to Ballerina Project’s sizeable following (Ballerina Projected was featured in Vogue Magazine soon after.)
By crafting a resonating new brand image, artfully designing an entirely new user experience, spearheading all content and brand ambassador partnerships, Kley metamorphose DanceDirect into the new Ecommerce standard – for not just dancewear, but – for athletic and sportswear alike. Dance Direct rebranding has now been successfully implemented in the UK with a US launch scheduled for late 2016.