Issuu

Nazeerah

Brand Strategy

DECEMBER 9, 2024

CreativeEdge Studios

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Our Team KHUSHI

YASEMIN

BERK

LAURA

Creative Solutions Specialist

Art Director & Brand Strategy Specialist

Communication & Sustainability Specialist

Digital & Planning Specialist

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Authenticity and Identity

Innovation and Creativity

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Strategic Transformation

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Leveraging data-driven insights and market expertise, we guide brands through comprehensive transformation, ensuring relevance, resilience, and long-term success in a dynamic business landscape.

STRATEGY EXECUTIVE SUMMARY ANALYSIS BRAND OVERVIEW MARKETING ASSESSMENT REGENERATIVE COTTON INITIATIVE COMPETITION CASE STUDIES SWOT ANALYSIS CHALLENGES STRATEGY OBJECTIVES SEWN FOR STRENGTH FOUNDER’S DESK FROM THE NILE TO THE WORLD IMPLEMENTATION TIMELINE MARKETING FUNNEL SUCCESS MEASUREMENTS BIBLIOGRAPHY

OVERVIEW

Executive Summary In this project we explore strategic opportunities for Nazeerah, a sustainable fashion brand, to further its mission of creating eco-conscious, high-quality garments. The focus of our strategy lies on implementing a fifth pillar into Nazeerah, that aims to empower women, who are the core of the brand. We explore three implementations in this strategy. The first phase involves updates to the website to bring the message of Nazeerah to a focus. The second phase we aim to put the founder Emily as the face of the brand. The third phase we aim to elevate the social media presence of Nazeerah and build a stronger community, by working with a social media manager and furthermore by creating in person event for the brand to host. Prior to creating these strategies, we explore Nazeerah’s main competitors, target audience, supply chain practices and marketing assessment. By doing this we were able to identify four main challenges the brand faces and six objectives.

ANALYSIS

Brand Overview Founded in January 2020, Nazeerah is a sustainable luxury fashion brand co-founded by Emily Mikhaiel, an environmental law expert, and Mahmoud El Gazzar, a seasoned textile industry professional. Recognizing the stagnation of environmental laws since the 1970s, the brand seeks to revolutionize the fashion industry through radical transparency, eco-conscious design, and the use of regenerative natural fabrics. Inspired by her grandmother—the original Nazeerah—a resilient seamstress in Upper Egypt who defied societal norms to support her family, Emily founded the brand to honor Egypt's rich history of cotton craftsmanship and regenerative farming practices. Nazeerah collaborates with Egyptian farmers who grow regenerative cotton using biodynamic methods reminiscent of those practiced during her grandmother's time. The brand blends timeless, versatile designs with cultural storytelling, offering socially conscious consumers a meaningful connection to their purchases. Nazeerah specializes in premium clothing crafted from biodegradable materials like regenerative cotton and Tencel, rejecting synthetic fertilizers and petroleum-based textiles. Committed to generative agriculture, environmental stewardship, social responsibility, and transparency, the brand maintains an exclusively Egyptian supply chain. By reducing carbon footprints, supporting the local economy, and fostering personal relationships with mills and factories, Mahmoud (Product Development Director) works directly with Egyptian manufacturers to support a new generation of regenerative cotton farmers, ensure healthy working conditions, and guarantee the highest quality production. With a minimalist aesthetic inspired by 80s–90s chic and a flair for modern styles, Nazeerah currently operates as a D2C brand, selling garments primarily through its online store. Starting with a $500K budget, the founders plan to expand into retail marketplaces like Garmentory and Wolf & Badger, with future goals of opening physical stores in New York and Los Angeles. Emily and Mahmoud aspire to inspire a generation of conscious consumers to invest in style with purpose while supporting the restoration of ecological systems and preserving cultural heritage.

Target Audience

Nazeerah targets an audience of socially and environmentally conscious consumers who value sustainable fashion and transparency in production processes. This includes individuals interested in owning high-quality, bio-conscious clothing made using ethical and regenerative farming practices. The brand appeals to people who prioritize supporting brands that work to restore ecological systems, reduce waste, and honor fair labor conditions. The consumers most likely include mid-career professionals and environment conscious buyers who appreciate timeless, sustainable designs crafted with materials such as regenerative cotton and Tencel. Nazeerah's focus on transparency, responsibility and authentic connections to its Egyptian heritage can also resonate with consumers who seek meaningful connections to their purchases and who value cultural belonging.

Target Audience 3. Preferences and Behaviors

2. Demographics Gender: Primarily female (as they don’t have a men’s collection now), interested in quality, ethics, and style.

1. Age Primary Group: 30–45 years Includes millennials and Gen X individuals who are typically at the stage of balancing style preferences with sustainable and ethical consumerism. Many within this age range are careerfocused individuals, likely to have disposable income for premium, sustainable goods.

Location: Urban centers in developed countries, such as the U.S., Europe, and Australia. Specifically for the US market they inhabit right now, economical centers such as New York, Los Angeles, and Washington D.C. These regions often exhibit higher demand for sustainable, environmentally conscious fashion Income Level: Middle-class, with available income to invest in higher-quality care and price point in clothing that aligns with their personal values. Education Level: Highly educated (most likely with a degree from a college), including individuals who are aware of or actively seeking out brands who advocate environmental and ethical issues.

Fashion Preferences: Timeless and versatile designs that can be styled for multiple occasions. Seeks out natural, biodegradable materials such as cotton, Tencel, and linen over synthetic fabrics. Values minimal but luxurious aesthetics. Shopping Behavior: Willing to pay a price premium for pieces that align with their values. Engage in market research based on pricing, identity, etc. before making purchases, often seeking detailed information on sourcing, production, and company ethics. Tend to shop online, appreciating detailed product descriptions and transparency. Brand Interaction: Enjoy engaging with brands through personal exploration which includes storytelling and heritage, such as Nazeerah’s connection to Egyptian regenerative farming practices. Likely to follow brands on social media for updates and promotions, such as sustainability efforts and style guides for different occasions. Respond well to incentives like discounts on first purchases, newsletters, and exclusive offers.

Marketing Assessment Soft Launch of Nazeerah: Allowed for feedback and refinements, ensuring readiness for the official November launch. This phased approach reflects strategic planning and reduces risks associated with launching prematurely. Radical Transparency: A unique selling proposition (USP) that appeals to ethical consumers by offering detailed insights into the product lifecycle. Sustainability Focus: Designing with end-of-life solutions and using biodegradable materials align with growing trends in conscious consumption. Visual Branding: As a fashion brand, prioritizing high-quality visuals aligns with audience expectations on social media platforms, Nazeerah is successful in this area with their campaign. Credibility: Founders’ expertise in environmental law and product development strengthens the brand's mission and builds trust. Supply Chain and Production: Regional Supply Chain (Egypt): Emphasizing local production supports sustainable practices and helps boost the local economy. High-Quality Materials: Biodegradable potential enhances product appeal to eco-conscious buyers and reinforces the brand's commitment to sustainability. Personal Storytelling: Tying the brand to the founder's grandmother, a seamstress in Upper Egypt, provides authenticity and a narrative that resonates emotionally with consumers. Heritage-Driven Design: Capitalizing on the legacy of Egyptian cotton farming connects tradition with modern ethical practices, appealing to both heritage and fashion markets. Sustainability Messaging: Aligns with consumer demand for transparency and environmental responsibility. Targeting Conscious Consumers: Ethical fashion is increasingly popular, and Nazeerah's transparency and sustainability messaging position it well in this niche.

Regenerative Cotton Initiative

Nazeerah has an ongoing support for using regenerative Egyptian cotton to support “a new wave of farmers”. In Nazeerah’s words: “Regenerative agriculture goes beyond organic by using natural compost instead of synthetic fertilizers, leading to increased carbon sequestration. The farmers also use natural pest control practices, such as neem extract to stop the growth of plant diseases and pheromones to control pests.”. The demand for regenerative farming is increasing in the market as conscious consumption has been increasing both as a “trend” and as a lifestyle among the public. Nazeerah positions itself in the center of this development to strengthen its message and mission as a brand. Images are taken from Nazeerah website.

Positioning Map

$$$$

X - Axis : Average Pricing of the Product Y - Axis : Brand Awareness Index

Brand Awareness Index*

$$ *Brand Awareness Index - Social Media following and Website Traffic

Competitors Nazeerah Regenerative cotton and Tencel

Quality and Materials (Sustainability Index)

Radical transparency, Eco-conscious design, and the use of Regenerative natural fabrics

Amour Vert

Everlane

Another Tomorrow

Use sustainable, traceable, and eco-friendly raw fibers and materials available. Recycled Cashmere, Recycled Sateen, Ribs , Tencel Modal

Cotton (Organic, recycled, regenerative and farmtraceable- Supima), Man-made cellulosic fibers, Bast Fibers and Recycled Polymers, Animal fibers recycled wool, cashmere and down, responsible wool, alpaca & good cashmere, regenerative wool, clean silk, leather (recycled, bio-based, deforestation-free)

Seacell, GRS Recycled Cashmere, European Linen, Ethical Wool, Denim, Recycled Polyester Buttons, Corozo Buttons, FSC Certified Viscose, Organic Cotton, Organic Hemp, Peace Silk

Use Deadstock Fabrics Plant a tee with every purchase initiative in partnership with American Forests Resale Marketplace - ReAmour

Average Selling Price (USD)

Marketing Skills

Popularity (Awareness and Following)

RFID Tagging

Exceptional quality. Ethical factories. Radical Transparency

Technology based circular economy, modern business principles - community, transparency and organic scarcity.

$100 - $300

$50 - $200

$150 - $400

$300 - $1000

Offers garments priced between $100 and $300, positioning itself in the mid to high-end market.

Prices range from $50 to $200, catering to a mid-range market.

Prices range from $150 to $400, focusing on affordable luxury.

Garments are priced between $300 and $1000, targeting the luxury market.

Have an ABOUT section that talks very briefly about “ORIGINS” and “A LETTER FROM EMILY”

Have a ‘good stories' column on website as newsletter. Mailing lists.

Have a column called EVERWORLD, where they publish articles under various subheads Transparency, Style, Product, People.

Have a sustainability tab on the website, which details everything - from their philosophy, to brand pillars, to materials.

Have a Sustainability section talking about Regenerative farming from an overview standpoint

“We are green love”

Size Exchange Program (1 year eligibilty)

DO NOT HAVE A PAGE TO SHOW PROCESS . NOT MUCH TRANSPARENCY

Also have complete transparency about their product factories (from factory locations, product details produced there, and their visuals), environmental initiatives and carbon commitment on their website.

Organic search traffic - 18.6 K (Traffic cost - $13.0K) Paid search Traffic - 1.3K,

Organic Search Traffic - 433.2K (Traffic cost $ 810.8K) Paid Search Traffic - 43.2K

Organic Search Traffic - 3.4K (Traffic cost $ 3.9K) Paid Search Traffic - 112

Keywords - 5.4K.

Keywords - 169.8 K

Keywords - 1.6 K

Instagram followers - 95.6 K

Instagram Followers - 1M

Instagram Followers - 103K

Organic search traffic & paid search traffic - Not applicable

Have brand policy on carbon offset

Keywords - 19 Instagram Followers - 422

Case Study Trust Through Transparency: By sharing their supply chain and ethical practices openly, Kotn builds trust, ensuring customers feel confident in their purchases and aligned with the brand’s values. Emotional Connection: Kotn’s origin story and founders’ journey create a relatable narrative, fostering deeper emotional bonds with customers that drive loyalty. Tangible Impact: Highlighting measurable contributions, such as building schools and supporting farmers, assures consumers their purchases directly contribute to meaningful change.

Kotn exemplifies transparency in its behind-the-scenes processes, offering an in-depth narrative that reflects their ethos and unwavering commitment to sustainability. Through their website, the brand powerfully communicates its values, detailing every facet of their journey—from sourcing materials to building schools. By openly showcasing their supply chain and ethical initiatives, Kotn has crafted a compelling identity rooted in integrity, innovation, and meaningful impact, leaving no ambiguity about who they are or what they stand for. This in-turn has results in strong brand marketing, building a loyal community of consumers for the brand

Sustainability Differentiator: Kotn’s focus on ecofriendly materials and low-waste practices appeals to conscious consumers, creating a unique value proposition and repeat customers. Consumer Empowerment: Transparent education on processes and sustainability empowers customers, making them feel part of the brand’s mission and strengthening loyalty. These strategies create a cycle of trust and emotional connection, where customers see their values reflected in the brand’s mission and feel part of its positive impact. This alignment fosters deep loyalty and a lasting consumer base.

Case Study FOUNDER IN THE FOREFRONT Jacquemus is a French fashion brand founded in 2009 by Simon Porte Jacquemus. The brand is known for its fun aesthetic that celebrates the simplicity and charm of Southern France, where Simon grew up. (“The Business of Fashion” 2023) At the heart of Jacquemus lies a deeply personal narrative that resonates with consumers. Drawing from his upbringing in the South of France and the memory of his late mother, Simon’s designs evoke a heartfelt connection, blending his heritage with modern creativity. (“The Business of Fashion” 2023)

Jacquemus isn't just a brand, it's the name of its founder Simon Porte Jacquemus, a brand he not only shares a name with but a brand story he is also very strongly associated with. He uses Instagram to interact with the community in a very unique way. He shares his lifestyle that people want to buy into as a result. (“The Business of Fashion” 2023) Jacquemus also leverages his pop-ups to engage with people and draw in a following by creating interactive sets to encourage customers to linger and interact with the brand in a way that goes beyond a purchase. They create these in a way that still ties in strongly with Jacquemuses Mediterrranian lifestyle and roots. (“The Business of Fashion” 2023)

Case Study REGENERATIVE FARMING

Founded in 2003, the brand emphasizes high-quality fabrics, modern silhouettes, and perfect fits.

Citizens of Humanity approaches regenerative farming as both a chance to educate their shoppers and as a strategy to lay out their sustainability efforts. They do this by dedicating a full section on what is regenerative farming, what it does to the world, and their plan to inherit this strategy in their brand. They are giving industry standard certifications and offer a timeline of how creating a collection with this type of sources work.

A leader in eco-conscious practices, it incorporates regenerative farming methods to promote healthier ecosystems while maintaining a vertically integrated production

This creates an example on how to approach regenerative farming as a strategy separated from other sustainability efforts and starts to build a new story.

Citizens of Humanity is a premium Los Angeles-based denim brand celebrated for timeless designs, craftsmanship, and sustainability.

process to minimize its environmental impact. Loved globally, the brand offers denim and ready-to-wear that blends luxury with everyday versatility. As for Nazeerah, CoH’s regenerative farming strategy will be our focus in this case study.

SWOT Analysis STRENGTHS Sustainable products made with egyptian cotton Lower price point compared to competitors Ethical business practices and direct relationship with factories and suppliers in Egypt Strong ties to Egypt and the

WEAKNESSES

OPPORTUNITIES

Niche market appeal

THREATS Saturated market as

Knowledge gap in

Growing market of conscious consumers

established brands are also

consumers on regenerative

Unique sourcing as a selling point for

starting their green

egyptian cotton

customers

initiatives, not just new

Production cost

Enchancing wesbsite experience

brands entering the market

associated with producing

Vulnerability to supply chain

sustainable garments

disruptions affecting raw

culture

Sources: Nazreeah Website (https://nazeerah.com), Nazeerah Brief

materials

Challenges

COMMUNICATING BRAND IDENTITY

COMMUNICATING BRAND STORY

INTEGRATION OF WEB AND SOCIALS

BRAND EXPERIENCES

The brands focus on sustainability and transparency isn’t communicated strongly enough on their social media channels.

While sustainability is the brand's primary focus in its communication, an essential part of its story remains untold.

The brand has a disconnect in the aesthetic of the brands social platforms.

The brand is lacking initiatives to create building a community in the physical space.

The main focus and differentiator of Nazeerah is Egyptian regenerative cotton. Although this is written down in the about section on the website the clothing description often doesn't mention this or only touch on it briefly. To create a stronger focus in Egyptian regenerative cotton it is essential for Nazerah to rephrase their item descriptions to put a focus on this and engage the customers in their story.

Nazeerah relies heavily on Egypt, through their materials, cotton, and their workforce, as their garments are manufactured in Egypt. Their strong ties to the culture aren't communicated loudly enough for their customers. Although Nazeerah's latest campaign was shot in Egypt other visuals don't communicate this.

To create a cohesive creative vision for the brand it is essential to interlink the website and social media platforms. It's important for Nareerah to have an Instagram feed that's color palette and overall outlay is consistent with the visuals being represented on their website and vice versa. For instance our first glance at Nazeerah’s website is a campaign with amazing visuals but on Nazeerah’s Instagram the most recent post is a video of the Nile. The two platforms should support each other to increase customer experience.

As it stands, other than its opening party, Nazeerah have not hosted any in-person events to connect with their customer base. Operating purely through an online presence is not an effective method to build brand loyalty among customers.

STRATEGY

Objectives

Build a stronger brand story around the founding of the brand.

Develop brand loyalty through the inclusion of community in strategies

Utilize communication channels to foster trust and engagement

Social activations for the brand to generate customer engagement.

Generate brand awareness through ethical operation and transparency.

Initiate in-person customer interaction to support growth.

Sensory Cues: Engaging sensory elements create memorable brand associations that deepen emotional connections. Experiences: Unique and consistent brand experiences foster customer trust and longterm loyalty. Authenticity: Authenticity builds credibility, ensuring consumers feel aligned with the brand’s values. Feel-Good Factor: Positive emotions tied to the brand enhance customer satisfaction and repeat engagement. Community: Building a sense of belonging strengthens the bond between the brand and its customers. Storytelling: Compelling emotionally resonate with fostering a lasting connection.

narratives consumers,

*https://www.businessoffashion.com/user/document-viewer/? payload=eyJjdGFMaW5rIjoiaHR0cHM6Ly9jZG4uYnVzaW5lc3NvZmZhc2hpb24uY29tL3JlcG9ydHMvQ2FzZS1TdHVkeS1Fc3NlbnRpYWwtQnJhbmQtTWFya2V0aW5nLUd1aWRlLnBkZiIsImFydGljbGVVcmwiOiIvY2FzZS1zdHVkaWVzL21hcmtldGluZy1wci9icmFuZC1t YXJrZXRpbmctc3RyYXRlZ3ktZ3VpZGUtZmFzaGlvbi1iZWF1dHktamFjcXVlbXVzLWNvYWNoLWhpbGwtaG91c2UtaG9tZS1kYWUtaGFpci8iLCJzaWduZWQiOmZhbHNlLCJ1c2VySWQiOiIzNjEyNjIyMDQyMDY2In0=

THE FIFTH PILLAR OF NAZEERAH THE FIFTH PILLAR OF NAZEERAHTHE FIFTH PILLAR OF NAZEERAHTHE FIFTH PILLAR 1

PILLAR 2

PILLAR 3

PILLAR 4

Respect and Honor Every Human Being that is Part of the Process

Be Fully Transparent about What goes into Each Garment and Who is Making Them

PILLAR 5 Suppot Regenrative Agriculture

Consider the End of Life of the Garment First

Empowering Women through Strength, Connection, and Transparent Storytelling

There was a sense of recognization about Nazeerah’s need for a unifying element to weave together its ethos into a cohesive and compelling brand narrative. The introduction of the Fifth Pillar —“Empowering Women through Strength, Connection, and Transparent Storytelling”—establishes a campaign that transcends the act of selling garments. By embedding a purpose-driven story into the brand’s foundation, Nazeerah strengthens its identity, aligning its values with a greater mission. This storytelling approach not only amplifies the brand's core beliefs but also fosters emotional resonance with its audience, creating a deeper, more authentic connection that defines the brand's purpose and builds lasting loyalty.

THE WOMEN OF NAZEERAH

SEAMSTRESSES & COTTON PICKERS

THE FOUNDER : EMILY MIKHAIEL

THE COMMUNITY

Women who are actively working hard to bring Nazeerah’s vision into reality by their hands.

A woman who is paving the way for a better future with her vision as a working woman navigating the fashion industry as founder-CEO.

Women who support Nazeerah and its mission, while navigating their own lives as working women redefining industries.

STRATEGY PHASE 1

SEWN FOR STRENGTH

Nazeerah Stories

STORIES Enter the world of Nazeerah

Our section Nazeerah’s Stories let customers gain a closer look into our brand ethos. We share stories about our farms, where our cotton is grown, supply chain, our mission and family. This section would be inclueded in the already existing about section in Nazeerahs website to allow for a better knowledge of the brands practices.

Our Farms

Building lasting communities with our regenrative cotton farmers, from the ground up.

Our Supply Chain

Like farm to table, for your clothes. We believe in having traceability from the first seed to the final stitch.

Our Family

Meet the people who make the wolrd of Nazeerah possible through their hardwork and dedication for the brand

Nazeerah Hands

HANDS Nazeerah is brought to you by our valuable labor force

We suggest a section called “HANDS” to be integrated into the website.

Nada 51, Ginning

Nazeerah HANDS is a section that includes the story of each woman working in Nazeerahs supply chain, from women who pick the cotton to the ones who put the pieces together.

Fatma

Marwa

44, Seamstress

Asmaa 58, Pressing

32, Cotton Picking

Dina

46, Packaging

Esraa

24, Seamstress

Salma 66, Cotton Picking

About this Style Material: 100% Egyptian regenerative cotton Recycled polyester thread Silk screened organic cotton labels

Did You Know? Our regenerative cotton top is made from biodynamic cotton grown by a new wave of farmers in Egypt. Their innovative approach goes beyond organic—using natural compost to enrich soil, cut down carbon, and eliminate synthetic fertilizers. They eliminate synthetic fertilizers and use natural pest control methods. The result? A garment that better for the planet and you. It’s sustainable style you feel good about.

Care:

HANDWASH OR MACHINE WASH COLD GENTLE CYCLE WITH LIKE OTHER COLORS DO NOT BLEACH LAY FLAT OR HANG TO DRY COOL IRON IF NEEDED MADE IN EGYPT

About this Style Material: 100% Egyptian regenerative cotton Recycled polyester thread Silk screened organic cotton labels

Care:

Product Transparency Adding a DId you know? section the the items description is another suggestion we have to elevate the websites image and include storytelling in this section of the site. This informes customers of the materials their products are made of without haveing to look at the about section - it allows the customer to engage with the brand even if they are simply browsing the website.

HANDWASH OR MACHINE WASH COLD GENTLE CYCLE WITH LIKE OTHER COLORS DO NOT BLEACH LAY FLAT OR HANG TO DRY COOL IRON IF NEEDED MADE IN EGYPT

STRATEGY PHASE 2

FOUNDER’S DESK

Who is Emily? To create a better connection with customers putting Emily as not on CoFounder and Creative Director, but as the whole face of Nazeerah. Building a deeper connection and trust between consumers and the brand by leveraging Emily’s story and passion about sustainability. Her journey being featured not only once on the website, but also on multiple platforms on multiple occasions.

STRATEGY PHASE 3

FROM THE NILE TO THE WORLD

Social Media Presence Create Tiktok and Youtube accounts and elevate Instagram Consider working with a social media manager to ensure a smooth and professional maintenance of Nazeerah’s socials. Update content regularly and meaningfully: high-quality visuals of the collections mix of lifestyle, behind-the-scenes, and productfocused posts. Carousel Posts - sharing the journey of garments: creating an educational and emotional connection with the audience. Influencer Content : Work with eco conscious influencers to promote and style Nazeerah pieces and reach more audience Stories & Reels: Interactive stories, polls, “swipe-up” links to collections, and behind-the-scenes footage of artisans. Live chats with Emily. *Alldredge, K., Charm, T., Falardeau, E., & Robinson, K. (2022, May 4). How US consumers are feeling, shopping, and spending—and what it means for companies. McKinsey & Company. Retrieved from

“ 45% of consumers report that social media influences their purchases”*

posts and photoshoots that focuses on the right demographic

behind the scenes

Egypt & Regenerative Cotton

professional photography of products on and off models

@nazeerah

Instagram Mockup

INSTAGRAM

Influencer Collaborations

@aditimayer

@thatcurlytop

Aditi Mayer is a sustainability activist who merged her love for fashion and mission together.

Jazmine Brown is a social media content creator sharing about her sustainable fashion life.

Pop Up Events Nazeerah Talks

Nazeerah Shops

Nazeerah has a great potential in hosting events, where they interact with their community and possibly bring in their influencers as perspectives on the future of sustainable fashion.

Nazeerah should target metropolitan cities where their target community resides in. These time based events before having a brick and mortar store could prove useful for market exploration and public engagement.

IMPLEMENTATION

Timeline 1

Hire a social media manager and start to build an online following for the brand, involving Emily and more visual storytelling about the brands story

2 3

Update website with new implementations, including updated product description and Naheeraz Stories and Nazeerah hands

Start working on pop ups and in person community building for the brand, including Emily and the Women of Nazeerah

First event of Nazeerah talks, as an other form of community building for the brand

Marketing Funnel Nazeerah community

Social media and website

Pop Ups

Nazeerah Talks

Awareness Stage Introduce people to the brand and build engagement.

Consideration Stage Provide information about the brand’s story to encourage purchase.

Conversion Stage

Advocacy Stage

Marketing Funnel Nazeerah community

Awareness Stage Introduce people to the brand and build engagement.

$ 20,000 per year 1- Awareness Stage Goal: Increase brand visibility and introduce Nazeerah's unique value proposition to a broader audience.

Digital Marketing:

Traditional Marketing:

Advertising:

Public Relations:

Social Media Advertising: Launch targeted campaigns on platforms like Instagram, Facebook, and Pinterest, showcasing Nazeerah's collection and highlighting the brand's commitment to ethical fashion. (Especially to a younger audience) woman - a capsule collection Content Marketing: Create blog posts and videos that delve into the stories behind Nazeerah's products, such as the regenerative cotton farming practices in Egypt and the artisans involved in the production process. Search Engine Marketing: Utilize Google Ads targeting keywords related to sustainable fashion, ethical clothing, and Egyptian cotton to attract environmentally conscious consumers.

Print Media: Place advertisements in fashion magazines that cater to audiences interested in sustainable and ethical fashion. Events: Participate in fashion shows and sustainability conferences to showcase Nazeerah's collections and commitment to ethical practices.Maybe also having occasional pop ups? Partnerships: Collaborate with eco-friendly brands and organizations to co-host events or create joint marketing campaigns. Maybe this collaboration may be with young egyptian designers? Defining their way of what Nazeerah is.

Outdoor Advertising: Utilize billboards and posters in urban areas known for fashion-forward consumers, emphasizing Nazeerah's ethical and sustainable practices. Like paper ads on the walls of streets of NYC. Creative Campaigns: Develop storytelling visuals that narrate the journey of Nazeerah's products from Egyptian farms to consumers' wardrobes and making sure that also reflected in collections.

Media Outreach: Distribute press releases to fashion editors and journalists highlighting Nazeerah's unique approach to sustainable fashion and recent collections. There are also many Middle Eastern supported magazines that they could reach out. Influencer Collaborations: Partner with influencers who advocate for sustainable fashion to promote Nazeerah's products and values.

Marketing Funnel Social media and Website

Consideration Stage

$ 40,000 per year for a social media managers 2. Consideration Stage Goal: Foster a deeper connection with the audience and encourage interaction with the brand.

Provide information about the brand’s story to encourage purchase.

Digital Marketing:

Advertising:

Public Relations:

Social Media Engagement: Share behind-the-scenes content, host Q&A sessions with the founders, and create interactive polls to engage the audience. Email Marketing: Send newsletters featuring stories about the artisans, insights into sustainable fashion, and updates on new collections. SEO ( search engine optimization)Content: Publish articles on topics like The Benefits of Regenerative Cotton and How to Style Ethical Fashion Pieces to drive organic traffic

Retargeting Ads: Implement ads targeting users who have previously visited Nazeerah's website or engaged with their social media content. Magazine Inserts: Include lookbooks or brochures in fashion magazines to provide readers with a tangible connection to the brand.

Editorial Features: Secure in-depth articles in fashion and lifestyle magazines that explore Nazeerah's mission and the impact of their sustainable practices. Exclusive Previews: Host events for media and influencers to preview upcoming collections and share the brand's journey.

Marketing Funnel Pop Ups Conversion Stage

$ 24,000 to operate for 2 pop-ups yearly 3. Conversion Stage Goal: Foster a deeper connection with the audience and encourage interaction with the brand.

Digital Advertising: Pop-Up Promotions: Utilize social networks and email campaigns to generate excitement about forthcoming popups, highlighting exclusive experiences and uniqueness. Shoppable Stories: Showcase the behind-the-scenes preparations of the pop-ups and include direct purchasing links for featured products. Geo-Targeted Advertising: Execute focused advertisements to draw in customers close to the pop-up sites, providing exclusive benefits for participation.

Enhancing Pop-Up Experiences: Interactive Product Demonstrations: Enable customers to personally experience the quality and versatility of Nazeerah’s products. Unique Pop-Up Promotions: Offer special savings or one-of-a-kind items that can only be found at the event to encourage prompt buying. Smooth Payment Alternatives: Incorporate online payment options and QR codes for easy transactions on the premises.

Traditional Marketing:

Promotion:

Collaborative Pop-Ups: Team up with nearby designers, artists, or businesses to organize shared pop-ups that attract varied audiences.

Focused Email Campaigns: Dispatch countdown alerts for the pop-up along with previews of highlighted items.

Event Promotions: Provide free gifts or special offers for purchases made at the pop-up event.

On-Site QR Codes: Utilize advertisements and brochures featuring QR codes that lead to the online store for individuals unable to attend.

Public Relations: Media Exposure: Engage local influencers and media organizations to participate in the pop-up event and provide feedback. Customer Highlights: Showcase stories of participants who bought at the pop-up to underline the uniqueness and worth.

Marketing Funnel Nazeerah Talks

Advocacy Stage

$ 16,000 per year Loyalty Stage Goal: Retain customers and encourage repeat purchases through Nazeerah Talks.

Digital Advertising: Priority Access for Loyal Customers to Nazeerah Talks: Grant devoted clients exclusive entry to livestreamed or in-person Nazeerah Talks events. Community Forums: Establish a digital platform for customers to engage in discussions about Nazeerah Talks themes, exchange ideas, and bond over common beliefs. Event Highlights: Provide summaries, discussions, or essential aspects from Nazeerah Talks to maintain customer interest.

Content and Involvement: Behind-the-Scenes Content: Offer glimpses of behind-the-scenes preparations or previews of upcoming Nazeerah Talks to generate enthusiasm. Engaging Polls: Utilize surveys and polls to engage customers in selecting discussion subjects or guest speakers.

Traditional Marketing:

Promotion:

Loyalty Benefits at Nazeerah Talks: Offer VIP seating or special gifts for participants enrolled in a loyalty program. Custom Invitations: Deliver hand-signed invitations to returning customers for live events to show appreciation.

Event-Focused Advertising: Execute specific campaigns that highlight Nazeerah Talks as a beneficial experience for clients. Loyalty Promotions: Feature exclusive promo codes or discounts during events as a benefit for participants.

Public Relations: Customer Involvement: Encourage devoted customers to engage in panel discussions or Q&A events during Nazeerah Talks, highlighting their experiences. Influencer Highlights: Reconnect with influencers to discuss their experiences at Nazeerah Talks and highlight their relationship with the brand.

Marketing Funnel Nazeerah community $ 20,000 per year

Social media and website $ 40,000 per year for a social media managers

Pop Ups

Awareness Stage Introduce people to the brand and build engagement.

Consideration Stage Provide information about the brand’s story to encourage purchase.

Conversion Stage

$ 24,000 to operate for 2 pop-ups yearly

Cost of 100K per year

Nazeerah Talks $ 16,000 per year

Advocacy Stage

Success Measurements Important KPIs for Brand Identity and Popularity (as stated by Nazeerah) & Our Ways to Success Engaging Followers on Social Media and Through Campaigns

Website Conversions / Sales

Returning Customers

Reducing Customer Acquisition Cost

Why It Matters:

Building a loyal, engaged community around the brand reinforces its values and mission. Engaged followers are more likely to amplify Nazeerah's message and create organic buzz.

Direct revenue from online sales reflects brand trust and resonance with the target audience. A smooth, intuitive shopping experience supports customer satisfaction.

Repeat customers are a sign of strong brand loyalty and are more cost-effective to retain than acquiring new ones.

Efficient marketing spending enables more extensive campaigns and outreach, increasing visibility while maintaining profitability.

Action Steps we are taking:

Develop storytelling content focusing on the brand's sustainability efforts and heritage. Share user-generated content to build social proof. Invest in campaigns with exclusive content, influencer promotions, and behind-thescenes stories.

Add in new website section designs for transparency and values. Include detailed information on sustainability and product origin.

How to measure success: Engagement: Number of post views and the amount of traffic diverted from influencers. Followers: The number of new followers driven by the social media revamp and its increase in brand visibility. Brand Lift: The measured incremental lift in brand knowledge, sentiment, and desired brand association

How to measure Success: Overall Traffic: Comparing the amount of users with the month before and the website after updates with the action steps. Organic Traffic: Website traffic from search results. How visible the website is in the search engines. Bounce Rate: Decrease in visitors who navigate away from the site after only visiting one page Conversions: The number of times users visited and took an action

Hosting events and shops to build a community around the brand Aligning our mission with our target customers values by leaning into our sustainability efforts.

How to measure success: Mentions: The number of people tagging and sharing their time in multiple occasions Sales in Different Channels: The amount of people choosing to shop in multiple occasions in different settings acclimating themselves in the brand ecosystem Brand Advocacy: The amount of people starting to talk about the brand while pulling new people,

Leverage influencer partnerships with sustainability advocates. Use data-driven ad targeting to focus on high-conversion audiences.

How to measure success: Ad-Rate: The amount spent on paid advertisements incrementally dropping while increase in engagement. Increased Visibility: The amount of people engaging in with the brand without any form of targeted marketing.

BIBLIOGRAPHY

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Everlane. Accessed December 9, 2024. [https://www.everlane.com/](https://www.everlane.com/). Another Tomorrow. Accessed December 9, 2024. [https://anothertomorrow.co/](https://anothertomorrow.co/). Christy Dawn. Accessed December 9, 2024. [https://christydawn.com/](https://christydawn.com/). Eileen Fisher. Accessed December 9, 2024. [https://www.eileenfisher.com/](https://www.eileenfisher.com/). Triarchy. Accessed December 9, 2024. [https://triarchy.com/](https://triarchy.com/). Nazeerah. Accessed December 9, 2024. [https://nazeerah.com/](https://nazeerah.com/). Business of Fashion. "Case Study: How to Market a New Brand." Accessed December 9, 2024. [https://www.businessoffashion.com/user/document-viewer/? payload=eyJjdGFMaW5rIjoiaHR0cHM6Ly9jZG4uYnVzaW5lc3NvZmZhc2hpb24uY29tL3JlcG9ydHMvQ2FzZS1TdHVkeS1Ib3ctdG8tTWFya2V0LWEtTmV3LUJyYW5kLnBkZiIsImFydGljbGVV cmwiOiIvY2FzZS1zdHVkaWVzL21hcmtldGluZy1wci9jYXNlLXN0dWR5LW1hcmtldGluZy1wci1zdHJhdGVneS1lbWVyZ2luZy1icmFuZC8iLCJzaWduZWQiOmZhbHNlLCJ1c2VySWQiOiIxNDE2O TY0OTYxNTM3In0=](https://www.businessoffashion.com/user/document-viewer/? payload=eyJjdGFMaW5rIjoiaHR0cHM6Ly9jZG4uYnVzaW5lc3NvZmZhc2hpb24uY29tL3JlcG9ydHMvQ2FzZS1TdHVkeS1Ib3ctdG8tTWFya2V0LWEtTmV3LUJyYW5kLnBkZiIsImFydGljbGVV cmwiOiIvY2FzZS1zdHVkaWVzL21hcmtldGluZy1wci9jYXNlLXN0dWR5LW1hcmtldGluZy1wci1zdHJhdGVneS1lbWVyZ2luZy1icmFuZC8iLCJzaWduZWQiOmZhbHNlLCJ1c2VySWQiOiIxNDE2O TY0OTYxNTM3In0=). LinkedIn. "Emily Mikhaiel." Accessed December 9, 2024. [https://www.linkedin.com/search/results/all/? heroEntityKey=urn%3Ali%3Afsd_profile%3AACoAAA66JSkBlilBT4iwr7Q4OyJ4SW9Srar9g6s&keywords=Emily%20Mikhaiel&origin=ENTITY_SEARCH_HOME_HISTORY&sid=hQz] (https://www.linkedin.com/search/results/all/? heroEntityKey=urn%3Ali%3Afsd_profile%3AACoAAA66JSkBlilBT4iwr7Q4OyJ4SW9Srar9g6s&keywords=Emily%20Mikhaiel&origin=ENTITY_SEARCH_HOME_HISTORY&sid=hQz). Business of Fashion. "Case Study: Essential Brand Marketing Guide." September, 2023. [https://www.businessoffashion.com/user/document-viewer/? payload=eyJjdGFMaW5rIjoiaHR0cHM6Ly9jZG4uYnVzaW5lc3NvZmZhc2hpb24uY29tL3JlcG9ydHMvQ2FzZS1TdHVkeS1Fc3NlbnRpYWwtQnJhbmQtTWFya2V0aW5nLUd1aWRlLnBkZiIsIm FydGljbGVVcmwiOiIvY2FzZS1zdHVkaWVzL21hcmtldGluZy1wci9icmFuZC1tYXJrZXRpbmctc3RyYXRlZ3ktZ3VpZGUtZmFzaGlvbi1iZWF1dHktamFjcXVlbXVzLWNvYWNoLWhpbGwtaG91c2U taG9tZS1kYWUtaGFpci8iLCJzaWduZWQiOmZhbHNlLCJ1c2VySWQiOiIzNjEyNjIyMDQyMDY2In0=](https://www.businessoffashion.com/user/document-viewer/? payload=eyJjdGFMaW5rIjoiaHR0cHM6Ly9jZG4uYnVzaW5lc3NvZmZhc2hpb24uY29tL3JlcG9ydHMvQ2FzZS1TdHVkeS1Fc3NlbnRpYWwtQnJhbmQtTWFya2V0aW5nLUd1aWRlLnBkZiIsIm FydGljbGVVcmwiOiIvY2FzZS1zdHVkaWVzL21hcmtldGluZy1wci9icmFuZC1tYXJrZXRpbmctc3RyYXRlZ3ktZ3VpZGUtZmFzaGlvbi1iZWF1dHktamFjcXVlbXVzLWNvYWNoLWhpbGwtaG91c2U taG9tZS1kYWUtaGFpci8iLCJzaWduZWQiOmZhbHNlLCJ1c2VySWQiOiIzNjEyNjIyMDQyMDY2In0=). MidJourney. "Explore Gallery." Accessed December 9, 2024. [https://www.midjourney.com/explore](https://www.midjourney.com/explore).

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Client Strategy: Nazeerah by Laura Eszter Beck, Khushi Agrawal, Berk Yenici, Yasemin Ezel Kirac