COPYWRITING & COMMUNICATIONS STRATEGY

In 2021 the women’s apparel brand Christopher & Banks filed for bankruptcy. Minnesota-based iMedia Brands stepped in to run the company, in a new way.

After closing 99% of the brick & mortar stores, I was brought in to rebuild the brand as an e-commerce business through communication strategy and copywriting.

The Challenge

The demographic of C&B customers (women 55 to 70 years old) are not comfortable shopping online. She felt betrayed by the company’s sudden changes, the loss of her store, and the separation from the store managers that helped her look her best for so many years.

The Strategy

Christopher & Banks has been in business for over six decades. The customer base remained loyal throughout time, thanks in part to the clothing designs that are tailored for a niche target market in a wide range of sizes.

With all the changes our customer went through during the pandemic, we knew we needed to focus on what remained the same. My strategy was to execute this in consistent multi-channel communications, to weave a thread through what she loved about the brand before and what existed today. To collect this information, I interviewed the business leaders that were brought over from the “old” C&B world.

The Solution

I developed campaigns to humanize the brand and highlight dependability in an omni-channel approach for each stage of the buying cycle. Deliverables included writing detailed product descriptions so she knew what she was buying, inspiring her with curated web galleries, and executing consistent outreach through traditional and less-conventional channels, particularly where she lives online—Facebook.

The Result

Amid arduous supply chain issues that further destabilized our customer’s shopping experience mid-pandemic, C&B’s agile marketing team reimagined merchandising and communication on a daily basis. I worked closely with designers and digital merchandisers to execute our goals within tight timelines.

I supplied our customer with the communication she deserved from her favorite store—the place she trusts with her everyday leisure and special event attire.

Ultimately the communication strategy morphed with a new need—to find new customers. This strategy again came back to the most important message for Christopher & Banks: how wearing our clothing will make her feel. Confident, comfortable, and special.