Launching a label during a pandemic is no easy feat, but for Narissara The Label founder and model Narissara Hebbard, that's exactly what she did.
Capitalising on the boom in eCommerce during the lockdowns, Hebbard focused on the digital offering to give the label the best foundation to succeed, she told Ragtrader.
"As we launched Narissara during the pandemic, it meant that upon launching, we were already well equipped to tackle the challenges and requirements needed to succeed, in what is an already incredibly competitive market.
"Focusing on our eCommerce site, investing in high quality, professional imagery and ensuring our socials were up and running were our main goals for launch," she said.
One key element of the social strategy was a focus on TikTok and Instagram activations, Hebbard said.
"With the emergence of TikTok and its astounding growth this year, we tapped into this and utilised this platform as a tool to grow sales and engagement with our customers.
"In the last three months 15% of website traffic has come directly from TikTok, proving its high value in driving consumer engagement.
"We also took part in a collaborative Instagram giveaway which drastically increased traffic on our socials and website.
"Through the Instagram giveaway we achieved a reach of 28,000 people, with 66% of Instagram profile visits driven by this collaborative, cross promotional giveaway," she said.
Coming into its first Cyber Weekend and Christmas trading period, Narissara The Label is set to launch a holiday collection as well as launch additional giveaway campaigns, Hebbard adds.
"Being our first Christmas period as a business, we have a lot planned to grow our presence and take part in the traditional online sales.
"We will be launching a holiday collection, hopefully by the end of November, which will include fun pieces to embody the spirit of the holidays.
"We will also be running a Christmas giveaway along with taking part in Christmas, Boxing Day and New Year’s sales," she said.