DESIGNING A BUSINESS: Euphoria Resale Boutique Inc.
PROJECT: Creating a resale store
MY INVOLVEMENT: President, Head of Marketing and Advertising
From 2011 - 2016, my family and I created Euphoria Resale Boutique Inc., a resale business selling art, antiques, collectibles, clothing and more.
The business grew to 3 connected store-fronts with a top-rated eBay store, a website, and a wide-reaching social media presence.
CREATING THE STORE
We arranged the business as two stores under the Euphoria name. Antiques and home decor would be sold through Euphoria Resale Plus and clothing and accessories through Euphoria Resale Boutique. Both antique and modern styling was used to give the store a chic feel.
In 2012, we acquired the store-front connecting Euphoria Resale and Euphoria Resale Plus. With the goal of e-commerce expansion, we set up 2 offices with computers and stations for photographing items. To meet the high demand for paintings and prints, the additional space was then utilized as a gallery section.
BUILDING THE BRAND
Family. Variety. Unique. Quality. Value.
Researching competition and current trends in resale, we set ourselves apart from the start by having a variety of quality resale clothing and resale items in a single space. We focused our image on the word “value” and set out to create a brand that valued our customers, valued family and valued unique products.
In creating brand imaging - logos, business cards, promotional materials and our store website - I aimed for clean, sleek design with a unique twist. All initial marketing and messages included statements about joining the “Euphoria Resale Family” in order to promote the family business aspect of the company as well as to showcase how strongly we valued our customers.
MOVING BEYOND BRICK & MORTAR
Etsy and eBay: Research on various online selling spaces, led us to understand that the e-commerce audience would be different from the brick-and-mortar audience. With our ideal personas for eBay and Etsy in mind, we adjusted our direction to meet these users. Quality photographs with colored backgrounds and listings with attention to keywords were valued.
Social Media: Our social media image continued to utilize our brand imaging values but with a more youthful persona. Messaging remained professional but with a more personal tone; showcasing new items as “our favorite things” or giving personal stories of customers experiences.