Kennedy the Label founder and designer Annabelle Kennedy discusses the successful strategies the business has rolled out this year.
During the course of the current pandemic Kennedy the Label has had to learn to be patient above all.
The global manufacture delay saw us cancel our our small winter range entirely as we saw this as a financial risk.
We utilised this ‘down time’ by expanding on our coming spring summer collection, and working on building our social community via Instagram, ensuring our new and old customers are excited for what’s to come.
Overall, our customers have expressed their sincere encouragement for what is to come with our spring summer collection, social figures suggest a high volume of interest and more anticipation for a collection than ever before.
This year we’ve acquired almost 3000 new Instagram followers, and 82% of our website traffic and customers have come across from Instagram.
With the September launch of our Liberty Of London Smock Dresses we had an enormous 97% increase in website traffic on the month before.
This year we took the leap to share more of our personal life, (our life behind the brand) with our customers across social platforms and with media opportunities.
We helped to raise awareness for rural businesses like ours during a time of hardship such as drought.
By sharing more of our personal story and becoming part of the Buy From The Bush campaign we saw a 300% sales increase over the summer of 2019/2020.
As a result (especially during the COVID-19 period) we maintained a more personal approach with our social media community which in turn has seen financial benefits and was a great way to keep customers interested in our brand during such a quiet sales period.
With the change in season upon us we have seen an increase in sales in recent weeks.
The highly anticipated launch of our new spring Liberty Smock Dress went live early in September, we saw a total sell out across both print within one hour of the launch.
This boost to sales and traffic also increased sales of our signature Florence Dress by 25%.