Online fashion retailer Beginning Boutique has undergone a rebrand and documented the process with its followers on social media.
The campaign involved a 21-part biweekly series of videos shared across its two key socials, TikTok and Instagram. The TikTok series attracted over 802,500 views with Facebook sitting at 981,600 views.
The series revealed the process for securing a new logo and packaging samples, while also sharing internal discussions about sustainability and size ranges.
Beginning Boutique PR and social coordinator Ivy Mullins said there is power in authentic storytelling, particularly with the Gen Z market - the brand’s key consumer.
“Gen Z don’t want to be sold to anymore, they can spot an unauthentic sales-like ad from a mile off,” Mullins said.
“In today's fast-paced digital world, where attention spans are dwindling and content consumption is increasingly happening on social media platforms, mini-series have emerged as a powerful tool for fashion brands to captivate and engage their audience.
“These bite-sized narratives, spread across multiple episodes, offer a unique opportunity to showcase a brand's story, products, and values in a creative and immersive way.”
Beginning Boutique has continued the format with a ‘Euro Summer’ series, revealing behind-the-scenes processes for its latest collection. The campaign has reportedly generated 698,500 Instagram views and 240,717 TikTok views.
“All of these mini-series’ work alongside our viral fit videos, which have gathered more than 20 million views on Tiktok and Instagram,” Mullins said.
“The viral fit videos have become more than just a sensation for people to watch the BTS (behind the scenes) online; they have also become a valuable source of feedback for us.
“As we showcase the fits for our upcoming pieces, people offered their opinions and allowed us to make adjustments on samples based on what our customers wanted before we launched online.”
Beginning Boutique CEO Sarah Timmerman said the shift in content strategy is aligned with its consumer base.
"By showcasing the entire rebranding process, including the challenges and triumphs, we aimed to foster a deeper connection and trust with our audience,” Timmerman said. “We believe in their input and wanted to demonstrate that their opinions matter."
Beginning Boutique officially rolled out its rebrand on June 1. As well as a logo update, the rebrand included altering its packaging to 100% compostable materials, swapping its cotton drawstring bags for tote bags, and updating its size range.
“We want to have something for everyone,” Mullins said. “We have already begun rolling out sizes 20 and 22 in selected styles, with more options arriving online in August, ensuring inclusivity and embracing diverse body shapes.
“Transparency is [also] vital to us. As part of the rebrand, we're dedicated to sharing supplier details online, including factory names, locations, the number of workers, our working relationship duration, and third-party audit reports.
“This transparency boosts accountability across our supply chain, allowing you to know precisely where our products come from and the working conditions they are produced in.
"We're incredibly proud of these changes and our ongoing sustainability mission.”