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Company profile
Founded by Natalia Modenova and Daria Shapovalova, in 2020 Dressx presents the first international digital fashion multi-brand retailer that carries digital fashion collections from well-known contemporary brands and eminent designers to artistic imprints of famous painters. It sets a fashion world with the amalgamation of fashionable designs backed by digital interpretation. As we all know the amount of clothing produced today is far more than the human population actually needs. At Dressx, they enunciate the beauty and excitement that physical fashion creates, yet believe that there are ways to produce less , hence thought of a midway to produce more sustainably, rather than not to produce at all like that of fast fashion brands. It is becoming the brand for millennial and Gen Z gradually.
Company mantra
Don't shop less, shop digital fashion.
Designers involved
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ALEJANDRO DELGADO
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KAIKAI
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BALMLAB
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R-RUSH
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SONIA ORTEGA
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NINA DOLL
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YOONA TECHNOLOGY
ALEJANDRO DELGADO
SONIA ORTEGA
YOONA TECHNOLOGY
KAIKAI
Basically it is an e-tailor cum own collection producing brand for the digital fashion and couture fashion. It advocates and includes the designers and their collections that are in the field of digital fashion.
Website layout
The website with a strong tagline and CTA that is to upload a photo and see the magic turns into reality. It added elaborated infographics for the viewer to see and understand the procedure.
It even describes the ways and tactics to upload photos so they can be morphed properly. As it is a new initiative Dressx has left no stone unturned in the website to guide the customers on how to wear it virtually. For the above purpose it has a separate webpage for DOs and DON'T s of how to upload a photo. The webpage is named as "HOW TO WEAR".
It profoundly discusses the brand and the corresponding collection’s inspiration with colour details and pattern details and what can be the actual cost and consequences when the same product is done in the physical world. Dressx even has put strong call to action on every page that is "CLICK HERE TO DOWNLOAD THE DRESSX APP FOR FREE".
Collections of Dressx
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KIMONO
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METAVERSE
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BUSINESS
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SEA COLLECTION
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VANGOGH ART COLLECTION
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CLAUDE MONET
Collaboration with the niche
Isodope is an online persona created by Isabelle Boemeke who is a Brazilian model and activist promoting the usage of nuclear energy. Isabelle joined hands with DRESSX to continue educating her audience about the numerous advantages of nuclear power and also to join the initiative.
Anna Tsvell is a well-known contemporary abstract figurative artist based in Moscow, Russia. Anna has partnered with DRESSX to create her first ever digital fashion collection with environmental focus featuring 4 of her prints made exclusively for DRESSX. The prints are : 'Time to plant the seeds', 'Growth', 'Water Balance', 'Hope'.
Collaboration with influencers in forming a collection
Diana Ronsal is a virtual fashion enthusiast and one of the pioneers of the digital fashion movement who have been using DRESSX since its very beginning.In her first winter capsule collection for DRESSX, Diana Ronsal portrays the very essence of the holiday spirit translating it through warm and cozy-looking seasonal winter items.
Macro influencing
Hannah and Anna wearing YIFAN PU
Alina Baikova wearing NINA DOLL pants
Sustainability and sustainable marketing
"The environmental damage is only increasing as the industry grows. At DressX, we are creating the garments of the future that eliminate waste and chemicals during production, and minimize carbon footprint."
-Dressx
It clearly states there is no difference by saying it strongly and urging viewers to shop digital fashion.
The infographic is making it more quirky and engaging and concise that can affect a viewer's mind.
The tone of voice of Dressx represents funny straight forward to curb eco anxiety within viewers.
For example: “Our calculations show that during production we don‘t use water (besides the water our team drinks on a daily basis). Thus, production of a digital garment, on average, saves 3300 liters of water per item, which is enough for one person to drink 2 liters per day during 3,5 years.” stated by Dressx.
DressX since it is a budding concept of digital fashion they are donating 1% from revenue of the sales of all the digital garments to No More Plastic foundation.
Website Analysis
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Page title is solely based upon the aim of the brand that is Sustainability –Dressx
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Meta Description elaborates what’s the website is known for and most importantly searched for and the elaboration it presents in SEO Searches.
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ENVIRONMENTAL IMPACTS: Traditional Fashion VS Digital Fashion Fashion industry is considered one of the largest polluters in the world by the UN Conference on Trade and Development. The environmental damage
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H1 title that helps in SEO searches is Sustainability. It is a pivotal term for calling out thus engaging people of the same interest.
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Bold/Strong CTR with the motto intact and urging viewers to take an action. CLICK HERE TO DOWNLOAD THE DRESSX APP FOR FREE 📲 • 97% less of CO2 • production of a digital garment, on average, saves 3300 liters of water per item, • Don't shop less, shop digital fashion.
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Alt text is Dressx which means the URL behind every photo and video leads to the main website page.
Source: Keywords everywhere google chrome extension
Instagram Analysis
The inquisitiveness of millennials and Gen z generation along with early adapters who are tech savvy are mostly generate organic traffic.
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Followers 25.2K
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Engagement 1.95%
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Average Likes 512
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Average Comments 15
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+75 followers /day +1 uploads /dayAvg.
For followers less than 100,000 the engagement rate of dressx is 2% whereas ideally the engagement rate should be 2.4 % (as per Speakrj)
DRESSX receives an average of 512 likes & 15 comments per post on Instagram. (as per Speakrj)
Clear CTA with the website URL and a strong statement
Cadence: It depicts an intermediate engagement when it comes to posting new posts. But variety of posts and experimentation of the social media is drool worthy.
PARTNERSHIP with DIOR and Lofficielvietnamofficial magazine for digitalization of the magazine's front cover with Dior's digital fashion made by Dressx. Starring NINOCENCE.
The caption says it all. It is a REAL TIME marketing tactics done by Dressx when Zuckerberg announced rebranding of his company as META aiming for digital revolution.
REEL: They emphasize the transition and advantages of switching to digital fashion for never going out of clothes in the wardrobe to environment friendly.
INFLUENCER AND PAID POSTS with the niche and digital savvy and "not so OG" generation's influencers to create FOMO.
SHARED MEDIA by Dressx when Elle Kazakhstan published about the same as cover story..
UGC MEDIA.
Conclusion and Recommendation
TOP MENTIONS:
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Dressx 48
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Decentralandoficial 5
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Eyenastya 5
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Frankrenaissance 3
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Moredaria 3
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Yahoofinance 2
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Modya 2
HASHTAGS USED:
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#digitalfashion 23
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#dressx 20
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#dressxcom 20
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#futureoffashion 19
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#screenwear
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#nftfashion 19
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#ARfashion 18
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#metaverse 14
DRESSX has created the perfect base for digital fashion and enhancement of the same in that area. Although the brand has set a bar for digital fashion and has remarkably morphed the digitally bought clothing onto the customers photos but it is here to question what about the essence and tactility that a customer feels when he/she touches the fabric. This chapter is yet to be analyzed. The framework and fabrication of spreading the news of new age fashion has been tactfully handled with proper hashtag assignment and real time marketing maneuvers. Coming to recommendation FACEBOOK can be a hotspot for budding brands to spread the news of innovation and creativity apart from INSTAGRAM. Other platforms like TIKTOK and YOUTUBE can help to propagate the correct message. Behind the scenes videos of morphing the digital fabric onto a client's photos can aid inquisitiveness and in turn provide access to new talents in this field which will ultimately pave way for partnership and new digital inventory in the website.
