Booty By Brabants
Bringing a vibrant community online with an engaging store
About the client
Booty by Brabants, founded by Kelly Brabants in Boston, is known for its fashion-forward, size-inclusive fitness wear, especially its textured, “booty-flattering” leggings inspired by her Brazilian roots. The brand’s live fitness classes and social media presence have built a fiercely loyal community, while limited-edition and new collection drops create frenzied shopping events. Its focus on confidence, self-expression, and fun strengthens its connection with its audience and the body positivity movement.
OBJECTIVES
• Establish Booty by Brabants’ online presence by creating BBB’s first e-commerce site.
• Position Booty by Brabants as a lifestyle brand integrating their social media community and live events.
• Expand sales channels across multiple platforms.
• Keep online sales engaging with product drops and live countdown launches.
• Use analytics and customer surveys to develop targeted user personas
• Increase average transaction value
• Educate consumers on the product details to drive purchases.
CHALLENGES
• Distinguishing Booty by Brabants as a premium, high-quality brand in a market crowded with cheaper alternatives.
• Encouraging BBB to think like a retailer while preserving the brand’s unique energy and focus on innovation.
• Capturing the excitement of in-person experiences and replicating it into the online space, especially for product launches and drops with countdowns.
• Attracting new customers without overwhelming them, while guiding them to the right products through a seamless, user-centered shopping experience.
Creative Strategy
We immersed ourselves in The Booty By Brabants products, experience, and community to create a variety of strategies to bring their Brand and Community to life online.
NOT YOUR AVERAGE SIFT & SORT
To position BBB as a fashion-forward athleisure apparel brand that transitions seamlessly from gym, to work, to date, to brunch we focused on the unique qualities of each product. Although the brand is centered around leggings, each material had distinct differences to highlight and showcase. To successfully translate these products to an e-commerce site we had to develop a merchandising plan and navigation that went beyond the usual sorting of collections by style and category. We added wearing occasions to the collection list and navigation to illustrate versatility and reinforce the brand’s lifestyle image. This was supported by editorial imagery and a “Get Kelly’s Look” shoppable page showcasing Kelly’s personal style. Customers are encouraged to share their looks on the “BBB Fam” Instagram page, we featured the shoppable feed on the homepage, reinforcing the BBB lifestyle and highlighting fits from real customers. As the brand grew, we developed a “shop-in-shop” approach for key demographics and seasonal collections. The seamless integration of marketing, product development, and the e-commerce experience demonstrates our strong collaboration.
THE BBB FAM IN FOCUS
We engaged the BBB Fam in two ways, one is analyzing data from their website and Instagram pages, the other is by analyzing survey data provided by their customers. This allows us to see how customers are using the website and the socials to learn about BBB, energize and support one another, as well as what confusion or help they are seeking from these sources. We filter this information and develop user personas to guide BBB in their future marketing communications, website experience, and product education and development pipeline.
ALL ABOUT THE DROP
New Product Collections would be debuted by Kelly in live workouts and on her Instagram pages. Customers would set alarms to ensure they got all the new items and colors. The new products would fly off the website and sell out within minutes. Our client, already having a dedicated fan base, needed a website that could deliver and generate this same type of feeding frenzy. While the warehouse staff were at the ready we had to produce and synchronize countdown clocks, page placeholders, and new collection pages being removed and launching in minutes while 6,000+ customers waited online for the DROP. Our team would test and re-test synchronize our actions and on launch day developers at the ready to troubleshoot should a problem arise, we never missed a DROP.
THE MORE YOU KNOW
Like that helpful shooting star BBB customers needed information about how BBB products differ from each other and what would work best for them, thus the“Find My BBB’s Page” was launched. Understanding where they needed help, whether it was fit, compression, or length we created a graphic scale for the attributes of each fabric style and piece type offered. This is a first stop for new customers and a handy guide for others trying to branch out from their faves if they want to try a new style.
ALWAYS BE UPSELLING
Our team has a strong fashion & retail background, and the motto is– always be upselling. Increasing units per transaction not only increases each average order value it’s easily done when a customer is already buying something. Utilising incentives like free shipping over a $ amount is one option but you don’t want the customer to get lost in finding something and they abandon the check out completely. We added bundles options on the product pages as well as in the cart so matching items were easy to find and new piece types could get more exposure. Small $ items could be added to get the free shipping and the customer left with an easy shopping experience even if they splurged a little.
Results
The results of this creative strategy were highly successful in bringing the Booty by Brabants (BBB) brand and community to life online. Here’s a breakdown of the outcomes:
• Enhanced Brand Positioning: By diving into the details of the BBB product line, especially the unique features of each fabric and style, the brand was able to position itself as a versatile, fashion-forward athleisure brand that transitions effortlessly between different parts of life. The “Get Kelly’s Look” page further personalized this by making Kelly’s style more accessible and shoppable, boosting engagement and sales.
• Increased Engagement and Social Proof: The integration of the “BBB Fam” Instagram feed on the homepage, highlighting real customer looks, fostered a greater sense of community. It also served as a form of social proof, encouraging new customers to engage with the brand. This approach not only built loyalty among existing customers but attracted new ones as they could see the product in action through relatable user-generated content.
• Data-Driven Customer Personas: Through analyzing website and social media data, along with customer survey insights, we were able to create accurate user personas. This guided BBB’s future marketing strategies, improved communication, and ensured that the website and product information were aligned with customer expectations. These personas helped BBB focus its messaging and website experience, leading to clearer product education and a more personalized shopping experience.
• Successful Product Drops: The synchronized countdown clocks, page placeholders, and seamless launch of new collection pages created a sense of urgency and excitement during product drops. The backend system held up during high-traffic events with 6,000+ customers, ensuring a smooth experience for both users and the warehouse staff. This helped BBB maintain the “feeding frenzy” effect, with new products selling out within minutes and reinforcing the brand’s exclusivity.
• Improved Product Education: The launch of the “Find My BBB’s Page” addressed customer needs for more information about fit, compression, and length. This tool helped new and returning customers make informed decisions, reducing friction and confusion in the buying process. As a result, it improved customer satisfaction and likely reduced return rates by helping customers choose the right products.
• Higher Average Order Value: By adding product bundles and upsell options on product pages and in the cart, customers were encouraged to purchase more items per transaction. The introduction of incentives like free shipping for orders over a certain amount further boosted sales. The strategy effectively increased average order value without overwhelming customers, leading to a smooth and satisfying shopping experience.
Overall, the creative strategy helped BBB elevate its online presence, foster deeper connections with its audience, and improve sales performance, all while maintaining the brand’s unique energy and community-driven vibe.
website with organized product collections and easy ways for clients to get in touch with MunnWorks’ sales team. We also design print materials that match the website, supporting their tradeshow and sales activities. Everything we do maintains a consistent brand voice to help MunnWorks connect with new clients.
