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Dressing Beyond the Binary, that’s what we’re all about at BossX. Let us help you suit yourself to match your personality and set you up for success. How do clothes empower you to dress beyond the binary?

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Marketing Without The Binary

The Highs and Lows of Wildfang’s Digital Marketing Strategy

Digital spaces are extremely dominant within LGBTQ+ communities and brands that target these communities need to be active within these digital spaces. Wildfang is a socially motivated clothing brand that targets LGBTQ+ women, non-binary, and transgender people through a strong use of digital landscapes. Particularly within Wildfang’s digital marketing strategy, it is always important to focus marketing efforts on clothing without the gender binary and without tokenizing the LGBTQ+ community. In walking this fine line within its digital marketing efforts, Wildfang has demonstrated 5 pros and cons to its strategy.

1.     Picture Perfect Strength

Wildfang uses several social media platforms, including Instagram, Facebook, YouTube, Vimeo, Pinterest, Twitter, Tumblr, and Tik Tok. While not all of their social media efforts have been strong, they have created a brand-aware presence on each of these platforms in order to increase their accessibility to their target market. Wildfang’s strongest social media assets are its Instagram with 176K followers and its Pinterest with 318K monthly viewers. BossX could take notes from Wildfang’s success by curating boards of brand-oriented lifestyle shots and optimizing Pinterest search titles to increase monthly viewers.

While Wildfang has a strong presence on its photo-oriented platforms, the brand experiences a limited presence on its video-oreinted platforms. This could be due to the small presence of Wildfang on these platforms. For instance, Wildfang only had 8 videos on Tik Tok! Within video platforms, consistency and frequency is key (Sprout Social, 2020). To grow their presence on video platforms, Wildfang should focus on posting videos at least once a week. To cut back on filming time and costs, Wildfang could film 1 video a week with different formatting for each platform.

2.     Current Event Oriented Campaigns

One of Wildfang’s biggest successes within its digital marketing strategy is its constant connection to current events. The brand frequently creates products, posts, and marketing strategies that involve current popular culture, politics, and societal movements. One of Wildfang’s best examples of this is its “I Really Care” line and campaign that acted as a response to Melania Trump’s infamous line “I really don’t care, do you?” (Campuzano, 2018). This showed that the brand and its digital presence was current and relevant within the marketplace and is relevant to its target market.

When a brand maintains currency through political actions, it is always poised to run into opposition. Any politically or socially motivated campaign should be prepared for disapproval from consumers. While this campaign was met with some disapproval, since the target audience for Wildfang is centered around the LGBTQ+ community, the disapproval was minimal (Campuzano, 2018).

3.     Search Optimized Specialization

Wildfang has optimized its online search opportunities through the use of Searchspring’s technology (Businesswire, 2020). This collaboration in search has resulted in a search conversion rate of 24% due to a more personalized shopping experience (Businesswire, 2020). By optimizing its search experience, Wildfang elevated its digital marketing strategy and molded every aspect of the shopping journey to be more search and consumer friendly.

While Wildfang’s search capabilities are strong within its website and exterior search engines, the platform still lacks search strength within social media and with photographs. To improve upon this, Wildfang could consider making its platform photo-searchable by allowing for social media looks to be searched on its website.

4.     Dominant Themes and Schemes

Another one of Wildfang’s strengths is its prominent Pinterest theme and color scheme. The brand creates a cohesive photographic message on Pinterest by utilizing brand assets, photographs, customer-oriented models, and neutral colors with a simple pop. To improve upon BossX’s Pinterest strategy, the brand should compare their design scheme to that of Wildfang, justifying the colors, photos, and models.

Wildfang, however, is lacking in themes on Instagram, demonstrating a more chaotic image and posting plan. Particularly due to the brand’s most recent prominent integration of current political events, the Wildfang has lost some of its consistency and thematic within Instagram. If Wildfrang wishes to continue focusing its posts on current politics while making its products secondary, then curating a specific theme with set imagery and posting could create more consistency within its posts and increase likes and engagement.

5.     Influencer Accessible Touchpoints

One of Wildfang’s best assets is its network of celebrities and influencers that have been photographed and recorded wearing a Wildfang suit. Several notable influencers, including Stacey London, Sarah Bareillis, Casey Legler, and Kate Moennig, have worked as brand ambassadors for the brand (Alexa Blog, 2017). Utilizing a wide variety of influencers within a digital marketing strategy can help create different touchpoints to customers.

When utilizing influencers, it is important to choose influencers that are reflective of and accessible to the target audience. Wildfang’s most prominent brand ambassadors listed above are all reflective of and easily accessible for half of Wildfang’s target audience. However, within Wildfang’s most recent digital marketing efforts it appears as though the brand is utilizing current political climates to target ethnic and racicial minorities within the LGBTQ+ community. Wildfang’s most prominent brand ambassadors may not be the best access points for these target markets and it may be more prudent of the brand to employ more diverse ambassadors to target these markets instead of simply reposting outside political statements. When trying to access new and diverse target markets, BossX should keep in mind that it is best to target these audiences through touchpoints from members of that specific audience.

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The BossX Triple Threat fit is perfect for anyone with unique sizing and style. Check out this peach suit on one of our BossX Babes! As always, let us know how BossX can help you be a #triplethreat in the comments or our discussion forum!

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The BossX Triple Threat fit is perfect for anyone with unique sizing and style. Check out the fit on one of our models wearing the triple threat suit in peach.

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This is our promise to you. We at BossX want to support our customers to succeed with style as a #triplethreat ! If you have any questions, feedback, or you just want to get to know your BossX community better, then join our discussion forum at bossx.com/letstalk. We are here for you on your style and professional journey as we break through the gender binary together!

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How has BossX helped you realize your #triplethreat potential? In the comments below let us know how BossX has helped you and what we can do better to help you succeed and look stylish while doing it! Post your own BossX photos with the hashtag #bossxtriplethreat to be featured!

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We want to bring our BossX community together to show that BossX Babes are a #triplethreat! Let us know in the comments below or on our website’s discussion forum how BossX has helped you access your #triplethreat potential. Also, give us feedback on what we as a brand can do better to help you feel confident and ready to succeed! Duet this video or post your own BossX photo with the hashtag #bossxtriplethreat

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The BossX Promise

BossX is here to support boss womxn and non-binary babes on their journey through professionalism and style. You have the skills and we have the style to help you handle life like a boss! At BossX we promise…

1.     To support our customers on their journey to becoming a triple threat focusing on style, individuality, and professional boss energy.

2.     To provide a safe space where our customers can push the boundaries of gender and express themselves freely in a suit that fits their body and their personality.

3.     To uplift our community by matching them with a great new look and tools for their development into a #bossxtriplethreat

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You are 100% boss no matter how you identify. Embrace your identity and your confience to harness that energy into professional power!

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At BossX we help you find your most powerful professional self through suiting that truly fits you! Read this post from The Queer Career Blog to get more tips on dressing professionally without the gender binary.