How to bring together audiences of different ages on one website. Tips from the CF.Digital team

Having started its operations back in 1999 in Odesa, today Ultragroup is the exclusive representative of Levi's, Baldinini, Lagerfeld, Guess, Hugo Boss, and Superdry in Ukraine and Kazakhstan. For those who are not into fashion, we would like to point out that these brands are very polar not only in terms of the cost of their products, but also in their philosophy. Levi's, GUESS, and Superdry clothes are a story of freedom triumphing over the dictatorship of a dress code. At the same time, Baldinini, Hugo Boss and Lagerfeld are clothes for the aristocrats of the modern city.

How did we manage to blur the lines between conceptually different brands and bring together a mature audience and young, desperate innovators on the same fashion platform?

Top 3 tips from the CF.DIGITAL team.

1. In-depth Big Data or project strategy through bed with your target audiences

When you work with diametrically opposed audiences in your business, it is not enough to know only standard characteristics about them to be successful. You need to get into their bed and talk about their lifestyle, philosophy, principles, beliefs, social activity, flexibility of views, and easy-going nature like old lovers. If necessary, go to offline stores and talk to your customers there, create online surveys - you need as much analytics as possible! You need to get to know your customer as if they were your old friend!

After analyzing the social media profiles of both representatives of the target audience, we noticed a pattern: representatives of classic elegant brands occasionally wear clothes from rebellious youth brands in their wardrobes and vice versa. After coming up with this hypothesis, we decided to find more facts to confirm it in order to finalize our future action plan. Analytics from offline stores came in handy and our cross-fashion hypothesis was confirmed.

We decided to offer our client a rather bold solution: to combine mono-brands that had never crossed paths offline for almost 20 years on one platform!

2. Find commonalities between your audiences, but build your project strategy on their differences

We built our corporate website strategy on the behavioral factors of each target audience on the Internet - this is what formed the basis of the site structure and areas for classic elegant brands and rebellious youth brands. The concept of Ultragroup's corporate website is a juxtaposition of antagonistic brands: Levi's, Baldinini, Lagerfeld, Guess, Hugo Boss, Superdry.

Our team created a dual structure in the slider: on the right side of the site, there are brands for a mature audience, and on the left, for freedom-loving youth.

WHY? Today, you have only a few seconds to interest your customer - from the first screen of the site, you should make it clear that they will be interested here: both young and adult generations.

In the slider, we first removed the color saturation from the photo, and when you switch slides, the photo opens in its native color. Thus, we managed to preserve the original photos, but the overall picture is averaged across the color gamut. Thanks to this work with the color saturation parameter, we managed to smooth out the contrast of six radically different brands and make them aesthetically pleasing to each target audience.

Why did we do this? At the stage of audience research, we received statistics that the vast majority of them are visuals. Accordingly, aesthetic, stylish visual content is the point at which we united our two different audiences.

3. Do you want your customers to stay with you? Give them freedom

In the age of digitalization, it is very important to leave your target audience freedom: space, choice, decisions, actions. If you put too much pressure, your customers will go to your competitors who have already realized this truth.

By combining lovers of elegant classics and connoisseurs of bold images on one brand platform, we gave them the freedom to be alone with “their favorite brand”. We developed separate pages for each of the brands - a modernized long-tail photo gallery page for each brand that maximizes its uniqueness. In the design of the internal pages, we tried to make the design and the website look equally interesting for both audiences and not to oversaturate it with special effects, so we used wow effects in moderation.

As a result of the visual concept, CF.DIGITAL managed to achieve emotionality of the website - each separate section has a different animation effect, which is aimed at both mature and rebellious audiences.

The most important rule of how to combine an audience of different ages on one website is to make your client your friend! You know what your friends like, don't you?)