| Location | Global | |
| Sector | Luxury Consumer Goods |
Launching a new luxury brand from scratch poses a significant challenge: how do you grow from zero followers to a credible, recognizable brand without heavy reliance on paid advertising?
A new luxury modest fashion brand required building credibility and a strong online presence from the ground up, all without heavy reliance on paid advertising. The challenge was to attract a highly specific audience—fashion-forward individuals seeking modest yet luxurious designs—and grow a dedicated following organically. Our goal was to create a brand that not only resonated with our target market but also fostered a sense of community and loyalty.
The modest luxury fashion market featured limited options that met cultural and religious needs at a reasonable price point. Building a new brand in this space required establishing credibility and attracting the right audience organically, starting from zero followers.
To tackle this challenge, I developed a comprehensive organic marketing strategy focused on deeply understanding our target audience and creating content that resonated on a personal level. Here’s how I approached the problem:
Developed a Customer Persona:
I started by building a detailed persona of our ideal customer. This involved understanding their wants, needs, desires, influencers, aspirations, and even the language they use. By knowing exactly who our customer was, I could tailor every aspect of our content to meet their expectations and preferences.
Content That Reflected Our Target Audience:
I crafted our Instagram and TikTok feeds to mirror the lifestyle and aesthetics of our target audience. I put myself in their shoes, embodying the ideal customer, and designed content that would appeal directly to them. This approach ensured that every post felt authentic and relatable, helping to establish a strong connection with our followers.
Leveraged Viral Trends:
Observing what worked in our vertical was key. I closely monitored viral videos within the fashion and luxury space, analyzing their formats, hooks, captions, and song choices. I then adapted these successful elements into our content strategy, using them as inspiration to create posts that felt current and engaging while staying true to the Iyza Belaar brand.
Focus on Shareable Video Content:
Recognizing the power of video in showcasing our luxury dresses, I prioritized creating high-quality, shareable video content. Videos allowed us to display the intricate details of our dresses in a way that photos couldn’t capture, showing the luxury craftsmanship and movement of the fabric. By capitalizing on the growth of Instagram Reels and TikTok, we reached a broader audience and drove significant engagement.
Community Building Through Deep Engagement:
Understanding our customers’ beliefs, values, inside jokes, cultural expectations, and restrictions allowed me to engage with their community on a deeper level. I didn’t just post content—I interacted with followers, responded to comments, and joined conversations in a way that made Iyza Belaar feel like a part of their world. This authentic engagement fostered a sense of community and loyalty around the brand.
With a clear understanding of our target audience and a solid content strategy, we executed by posting consistently and engaging proactively.
By using video as our primary content format, we showcased our dresses in dynamic, detailed ways that captured attention and encouraged shares. We also tapped into trends that aligned with our brand, creating content that felt fresh and relevant while still highlighting the luxury and uniqueness of Iyza Belaar’s designs.
In just seven months, we grew from 0 to 90k followers across Instagram and TikTok through these organic efforts. Our audience wasn’t just following—they were engaging, sharing, and becoming advocates for the brand. This growth established Iyza Belaar as a credible luxury brand within the modest fashion space, creating a solid foundation for further expansion across other channels.
Our focus on community and authenticity resonated with our audience, driving not only follower growth but also meaningful interactions that translated into sales and long-term brand loyalty.