Mind Your Style: Designing with Our Girls in Mind

Mind Your Style is one of Greece’s leading fashion brands specializing in women’s clothing. Founded in 2014, it has firmly established itself in the market as a brand inspired by contemporary women, blending bold femininity and dynamism in its designs, and shaping a modern aesthetic. Mind Your Style also embraces innovation and sustainability, integrating eco-friendly production methods and utilizing recyclable materials and packaging.

The brand emerged at a time when e-commerce had already become integral to consumer habits in Greece. Therefore, creating a holistic and personalized shopping experience was one of its primary goals from the outset. By focusing on technology, new features, and customer service, Mind Your Style consistently improves this experience, offering an expanding range of options for consumers.

In an era marked by rapidly evolving consumer habits and intensifying competition in the fashion industry, Mind Your Style stood before a multifaceted challenge. The brand needed to adapt to new consumer trends and outperform competitors, which include nearly all international brands shipping to Greece. Additionally, the rapid advancements in technology and e-commerce demanded constant upgrades to the online customer experience.

The key objectives of our collaboration were:

1. Enhancing digital communication and leveraging new technological tools to boost customer retention and loyalty.
2. Adapting to contemporary demands in services, shipping, and customer experience.
3. Developing a customer-centric omnichannel strategy.
4. Utilizing first-party data and smart technologies to craft a robust performance marketing strategy with personalized and engaging content.

We began by focusing on integrating new technologies and enhancing the overall customer experience, dividing it into three main phases: Pre-Purchase Experience, Purchase Experience, and Post-Purchase Experience. These stages span all platforms and touchpoints, ensuring a seamless interaction from the moment customers are introduced to the brand.

In MYS’s digital strategy, social media platforms like TikTok and Instagram, along with the community, played a crucial role in its online presence. Engaging campaigns, primarily video-based, and encouragement of native content positioned the brand as one of the most recognizable on social media. This approach fostered an active community sharing experiences about clothing and lifestyle, motivating more followers to engage.

First-party data, smart technologies, and new platform features proved invaluable in shaping a strong performance marketing strategy. For the e-shop, we created custom-concepted landing pages tailored to customer trends and searches, maintaining a personalized audience approach and delivering an omnichannel shopping experience.

During the purchasing and payment processes, MYS expanded delivery and payment options (debit/credit cards, PayPal, cash on delivery). The brand also integrated the “Box Now” delivery option and same-day delivery within Athens, particularly during high-demand periods such as Christmas. Key features included online pre-purchase with showroom try-on, free cancellations, and up-to-date transactional communications until delivery. Together, these elements built an ideal omnichannel customer experience.

The brand significantly enhanced its service quality, investing in initiatives to improve the e-shop and user experience. Results over one year demonstrated:

• +15% in conversion rate
• +47% in lifetime value of new users
• -15% in cart abandonment rate
• +40% in returning users, on average
• +57% YoY in revenue

In terms of e-commerce:

• +45% YoY in sales
• +24% YoY in performance ROAS
• +48% YoY in direct revenue
• +10% YoY in average order value

Beyond profitability, significant strides were made in strengthening brand identity, building a fanbase, and establishing trust with customers. These efforts led to:

• +10,000 followers and over 30M views on TikTok through dedicated campaigns.
• Strengthening the fanbase: 143K followers on Instagram.
• +14% returning users and +18% engagement rate in the last quarter compared to the previous one.
• A 15% reduction in the annual churn rate.