SETA Apparel - Fashion Industry
Special Campaign “Our Legacy; Mother’s Day Special”
SETA is an international, sophisticated, timeless, and edgy fashion brand. All its pieces are a statement and a synonym of confidence in every woman who decides to wear them. Either for a special occasion or during the day to day life, the woman who dresses SETA is part of its army, part of this movement of a self-dependent woman who is ready to stop traffic and conquer the world. SETA offers ready-to-wear collections that will never go out of style; its classy pieces can transgress generations.
Despite the great brand that SETA apparel is, this brand positioned itself with an aspirational tone and message. Aspirational brands are the ones who expose themselves as a wish to own, but for economic reasons cannot be achieved. These types of approaches cause a disconnection with their followers. People do not feel the closeness relation that they might feel with a brand to be loyal. The challenge was to get a connection with the followers taking into consideration the cost of the clothes. However, in the real world, women are more likely to spend money on brands that convey emotions. They inclined their purchase behavior based on touching feelings.
SETA's strategy for the mother's day campaign was to expose the real legacy behind the brand. Andrea and Elianna, SETA's owners, together with their mom Maria Eugenia, shared a video with the memories and anecdotes that their grandmother Mr. Ligia Zapata taught them. Mr. Zapata was the root of the brand; she had the initiative to work on stylish and unique pieces back in her time. Mr. Zapata was the inspiration to her granddaughters to begin and establish SETA's brand. So, the mother's day video shared all those stories and made attribution of the SETA's three generation-grandmother, mother, and daughters. All those memories have living involvement in each of the SETA's pieces.
SETA's mother day campaign was a total success; SETA started to be an inspirational brand rather than an aspirational one. The brand was humanized and seemed a more approachable brand to achieve. This campaign proves the importance of emotions and how the brand's personality can change everything depending on the purchasing behavior.