At the beginning of the COVID-19 pandemic, Cornish fashion stores, MUSTARD Clothing had an extremely limited online presence and next to no e-commerce at all.  With shops being unable to open, the company tasked X-CMO with taking their offering online and driving sales.

MUSTARD’s relatively small inventory might have been seen as a disadvantage but, through working with the client, X-CMO helped turn this into our greatest sales-generation superpower. A strategy was developed that focussed on driving high levels of desirability through influencer marketing before running short, highly limited ‘drops’ of lines that would encourage customers to buy quickly to avoid FOMO.

Having defined MUSTARD’s Hero Warrior archetype X-CMO used it to refine the brand offer, tone of voice, visual identity and key messaging, empowering the fashion company to compete in a more cluttered online environment. To bring the brand to life, we created a series of aspirational brand films as well as lifestyle and product photography.

We rebuilt their website from the ground up in the far more e-commerce-friendly Shopify platform and, to guide traffic to the site, we embarked on a primarily social media-focussed campaign that included creation of organic content, running ads and influencer marketing.

Finally, we cleaned up their database and embarked on an email marketing campaign that included a highly successful Black Friday campaign as well as exclusive access for subscribers to interviews with top level athletes.

We rebuilt their website from the ground up in the far more e-commerce-friendly Shopify platform and, to guide traffic to the site, we embarked on a primarily social media-focussed campaign that included creation of organic content, running ads and influencer marketing.

Finally, we cleaned up their database and embarked on an email marketing campaign that included a highly successful Black Friday campaign as well as exclusive access for subscribers to interviews with top level athletes.

Speaking about the benefits of working with X-CMO, MUSTARD Founder Tom Cheeseman said, “You have such a broad knowledge of all the different aspects of online marketing and e-commerce. But also, you find the right people to do the right roles, which allows me to run my business in a much more efficient manner.”

He continued, “We have regular meetings so things are running in a much more structured manner. There are goals and KPIs so we can measure everything. We have clarity on what we want to achieve, how we’re going to achieve it and deadlines as well as budgets. It’s absolutely fantastic!”