How Mejuri Used Its Online Presence to its Advantage
Mejuri started as an online jewelry brand and was co-founded by Noura Sakkjiha
in 2015. Mejuri has a following of 843K followers on Instagram and took on an active online presence to rebrand the narrative of jewelry. Instead of positioning
their product as something saved only for special occasions, Mejuri pivoted to
becoming everyday wear that customers can gift themselves.
Mejuri positioned itself as a friendly jewelry brand, inviting its customers
to be engaged through social media. It launched “For My Damn Self” campaign to
honor Women’s History Month and had women share their favorite activities while
wearing Mejuri. The campaign has had over 130,000 tagged photos since. Mejuri is
very much in tune with its online presence, using online traffic to determine
how to supply their products. According
to an interview with the Mejuri founder, they “collect data from social media
to see what customers love, and then [they] design pieces in-house”.
Mejuri is able to price lower to its customers because they “sell directly to
consumers, there’s no middlemen in the process”. After Mejuri established its
strong online presence, speaking to the voice of millennials and gen-z, it
launched permanent showrooms which are located in Toronto, Austin, Boston, San
Francisco, New York, and Los Angeles. Toronto was the first to open in July
2018.
Mejuri entered the brick and mortar space by having a permanent showroom space
in Soho but also dabbles with pop-up stores as well. Having a pop-up space for
four weeks allows the brand to interact with customers and build a stronger
relationship and brand loyalty. For instance, The Vault, which was a pop-up
space for Mejuri led to “an increase of 124% in Instagram mentions globally in
the week before the space launched.”
Source:
https://www.forbes.com/sites/karineldor/2020/05/08/mejuri-a-masterclass-in-disrupting-the-jewelry-industry-on-a-global-scale/#11114452c598
https://www.canadianbusiness.com/innovation/change-agent/noura-sakkijha-mejuri/
https://www.glossy.co/fashion/how-mejuri-is-using-pop-up-stores-as-part-of-a-multichannel-retail-strategy/
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