eCommerce Case Study: How to Establish a Brand Personality Like Rock Revival
In this eCommerce case study, we are discussing the store Rock Revival. A denim brand that have set themselves apart from the competition by developing a rock and roll personality.
Adding an innovative twist to an industry that already seems full can be a difficult task. Merchants need to think hard about their niche in order to gain their own slice of the pie and become successful.
One brand Rock Revival attempted to enter the highly competitive market of denim. Instead of setting up a store that was engaging in the same tactics and strategies of everyone else, they developed a niche of apparel inspired by rock n’ roll. This idiosyncratic personality has set them apart from competitors and let them develop a voice.
Today, we are going to be looking at Rock Revival as an eCommerce case study and assessing what they do that makes them stand out from the crowd.
One brand Rock Revival attempted to enter the highly competitive market of denim. Instead of setting up a store that was engaging in the same tactics and strategies of everyone else, they developed a niche of apparel inspired by rock n’ roll. This idiosyncratic personality has set them apart from competitors and let them develop a voice.
Today, we are going to be looking at Rock Revival as an eCommerce case study and assessing what they do that makes them stand out from the crowd.
The Rock Revival Story
About the brand Rock Revival are a brand that were established as an alternative to the other denim companies that were on the market. The brand wanted to celebrate individuality and create an alternative clothing line inspired by a rocker lifestyle. So in 2005 they set up Rock Revival with the headquarters located in Los Angeles.
They began selling high-quality, fashionable denim that suited the needs of a market wanted to live a rock lifestyle. The brand caters to both men and women and have branched out making more than just jeans, adding tees, jackets, accessories, and more to their product lines as the store continued to grow.
Building a Brand Identity
To stand out in the denim industries Rock Revival have taken on a persona that makes them different from the rest. They developed a brand personality which is one of rebellion, uniqueness and living the rock and roll lifestyle.
To construct this identity the brand use descriptive terms to define themselves and their customers. They attempt to align themselves with the rock and roll lifestyle stating “Rock and roll is the steady heartbeat that pulses in the background of society’s evolution, constant in its mission to inspire.”
They also have a definitive look motivated by this carefree, rocker lifestyle. They add details and embellishments that’s are in sync with this ethos as Rock Revival describe their denim as “Details such as flowing stitch lines, back pocket reverse fleur de lis and hardware create a unique blend or rocker aesthetic.” This infuses this brands personality of rocker cool into their clothes and carries this image throughout all aspects of the brand.
The brand is all about taking rock and roll and using it as a way to inspire its followers as they say “We hope that our denim inspires your own individuality.” Adding to this they call their customers “the new rebels – who forge a path of their own.”
Establishing this rock and roll personality is a clever marketing strategy for Rock Revival. It has given them a unique twist on an industry and makes the brand memorable in customer’s minds.
#rockrevival: Rock Revival’s Social Media
Across the brands social media, Rock Revival are continuing the message of being brand for rock lovers. They use a number of social media such as Facebook, Pinterest, Instagram andTwitter that all have an extensive following, with their Facebook boasting almost 250,000 likes alone.
Across their social media the brand try to promote the rock and roll, individualistic lifestyle to their followers. On Instagram and Pinterest they post images that are inspirational and give followers an indication of the brands tone and persona. They have boards called “I love Rock n’ Roll” and “Rock and “Roll Icons and Styles” on Pinterest that serve as a tastier of the brands image. This rocker theme is also carried through to Instagram where they regularly post content of witty messages that are indicative of the lifestyle they promote and pictures of gigs of rock stars performing.
They also have the ubiquitous brand hashtag #rockrevival that they use across their social media for followers to get involved with the brand, posts images of themselves living the brands rocker lifestyle and connect with other followers in the brand community.
Rock Revival Contest
Rock Revival encouragement for their brands to live the rock and roll lifestyle goes further than most. They want to be an inspiring and engaging brand that’s connects their customers to the rocker attitude. To nurture their fan base to live the brand message they host competitions that are aimed at bringing the rocker lifestyle to their customers.
Competitions for concert tickets and events are a regular occurrence as the brand uses them to raise their notoriety and gain followers. One of their most successful competitions Rock Revivals use as a marketing tool is the “Your Moment to Rock Contest”. This is a blend of promotion of the brands image of the rock lifestyle and a way to connect with customers and grow their fan base. Bands and performers are encouraged to enter and have the chance to perform at an event and get their name out there.
This style of competition is a valuable tool for Rock Revival as it is cohesive with their image and personality and gives them a way to reach new customers and further brand awareness.
Conclusion
Rock Revival have done what so many brands strive to do, develop a brand identity that customers connect with. They began with a vision to be a unique, alternative, rock and roll brand and have built a successful eCommerce store that merchants should endeavor to emulate.
