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Jun 04

JustFab Community Microsite, The strategy behind being fabulous


In: Recent Work

by Union

A creative company designed for people who love shoes as much as Carrie Bradshaw on the hit show “Sex and the City,” JustFab knew exactly how to speak its target audience’s language. Here’s how it worked: Shoe fanatics got a one-month subscription to the site, answered some basic fashion questions, got matched with a personal stylist who used their answers to pick a selection of shoes for them, and ordered their favorite pair for just $39.95. They got some of today’s most popular shoes, hand-picked for them, and at a “fab”-ulous price.  

The problem arose when JustFab realized they didn’t have a compelling way to get people to come back to their site in-between the once-a-month visit to select the shoes. Now, not everyone at Union (formerly StudioBanks) would be considered “fashion forward,” but we like to think we’ve got some style. And regardless of personal fashion preference, our team created a solid strategy to keep JustFab’s shoe-loving customers coming back again and again.

We created a fun, exciting, and interactive fashion community. A place where visitors could give and get style advice, post pictures of their latest and greatest outfits, talk to top fashion experts, check out the awesome style of today’s celebrities, and just generally engage in all things fashion. It became a dynamic community that served to showcase, maintain, and grow the JustFab brand.

Since its creation, the JustFab fashion community has grown in leaps and bounds. Today it has hundreds of thousands users who are actively posting new trends, talking about their favorite fashion dos and don’ts, and swapping important style advice. User engagement and brand awareness are up, and overall we have to say that the results of revamped website have been, well…just fabulous.



UNION is a full-service digital agency. We create experiences that help brands thrive. We believe to be relevant in today’s marketplace, brands must lead with a digital-first philosophy. We craft engaging digital experiences and integrated campaigns that are built on strategy and driven by data. At the heart of what we do is help brands create meaningful and enduring relationships with highly connected consumers.

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