Tayts Luxury e-commerce
The lack of diversity, representation and equal opportunity for black designers and creatives helped identify a clear gap for a retail solution that recognised the needs of designers and consumers. The global events of the COVID-19 pandemic prompted significant social and cultural beliefs in which Tayts was born.
Tayts is an innovative online concept sourcing high-end and emerging black-owned fashion brands from around the world. We aim to promote the discovery and exposure of black-owned brands, as a safe hub for black creatives, artists and brands to voice their cultural narratives.
Tayts’ launch continues to drive discussion within the market while establishing a global customer base. Through stocking black-owned brands on a marketplace, Tayts allows consumers to shop and support from a variety of black-owned brands from across the globe. Unifying these two together bridges a gap recognises the inequality and lack of opportunity to celebrate and increase the spotlight on black-owned brands.
The Tayts branding adopts a classic, luxurious feel. The warm neutral colours create a contrast against the darker off black, The vibracy of our product ranges balance out the brands aesthetic.
Tayts primarily appeals to a diverse audience, with strong interest from Black and minority consumers who are typically well-educated, financially secure, and working in various industries like marketing, finance, and media. These urban women, often living in modern city apartments, value inclusion, transparency, and diversity. They enjoy city life for its social and cultural opportunities, spending weekends with family and friends, dining out, and engaging in networking. Tayts customers appreciate high-end luxury fashion, using digital platforms for discovery and shopping, and are drawn to quality, seasonless pieces with limited availability.
TAYTS IS CREATIVE
TAYTS IS INSPIRING
TAYTS IS FREEDOM
TAYTS IS OPTIMISIM
TAYTS IS DISCOVERY
TAYTS IS EMPOWERING
The campaign aimed to boost brand awareness through a B2B launch event, targeting both media coverage and building B2B relationships. The event, designed as a showroom saw fashion press, public figures, and featured brands invited to experience and engage with the brand. By creating buzz and interest, the campaign sought to give attendees a strong impression of the brand and its offerings. The event would displayed clothing, accessories, and jewellery from selected brands, each provided with a designated space to express their unique brand identity.
The campaign grew brand visibility and saw global recognition. Objectives included increasing exposure and interest in international markets. As part of its strategy to enter a new market, Tayts partnered with a US-based PR firm. The campaign utilised fashion magazines, film, videos, and stylists to generate coverage and representation. The results included boosting awareness and creating demand for the products, particularly benefiting smaller brands without a strong international presence. Additionally, it enhanced Tayts' publicity as a retailer.
The final campaign was designed to increase social media engagement over a three-month period. In addition to using Instagram for promoting campaigns and daily posts, the goal was to keep the Tayts community updated on trends, provide inspiring content, and offer followers insights into the brands featured on Tayts. Weekly uploads included 3-4 minute videos featuring designer interviews, day-in-the-life segments, travel diaries, and content on culture, music, and art. Instagram was the primary channel for reaching the target audience, serving as a platform for brand storytelling through visual imagery. These social media campaigns also helped build conversation around Tayts' entry into a new market, playing a crucial role in the brand discovery phase of the customer journey.