Marketing solutions for the modern embroidery studio "Hoyra"

For most Ukrainian brands, the year of the full-scale war in Ukraine became a test, Hoyra is no exception. In order to continue to acquire new customers and increase profits, it is necessary to look for appropriate marketing solutions. linza agency team is now helping with this.

Hoyra is a combination of traditions and innovations in the creation of unique images, where the mission is to make embroidered clothes an integral part not only of the festive look, but also of an everyday life. The studio of modern embroidery "Hoyra" was founded in 2008 by the designer Iryna Khrystynich. Hoyra creates author's embroidery for women, men, children, couples in love and sets for families.

The main goal was to increase sales. To achieve this goal, we decided to proceed as follows:

1. Create brand awareness. We immediately started working on increasing brand awareness and interaction with the audience. At the initial stage, in order to reach the desired level of sales, we began to build brand awareness, through collaborations and cooperation with influencers; and to increase brand loyalty by transmitting sincerity and openness in communication: telling what it is like to work during wartime, what difficulties we face and what solutions do we find?

2. Working with the brand. The quality of the product is determined by its appearance and price. We know that product quality is one of the key attributes that a customer is looking for when choosing a product. But it is not the only one. More and more important for buyers are also the values and emotions that can be obtained by purchasing the item. Therefore, we use different communication channels and marketing tools to attract attention to the brand and create a coherent impression. Reels are one such tool that helps us create a unique atmosphere and convey the essence of the brand in an aesthetic and dynamic way.

3. Direct sales techniques. In addition to building a brand and attracting new customers, the ultimate goal is to increase the number of sales through social networks. Therefore, with the help of our content strategy and regular targeting in social networks, we attract new customers and gradually increase our audience.

The target audience of "Hoyra" is made up of women and men, who want to look stylish and successfully integrate Ukrainian traditions into the modern rhythm of life. They understand that an embroidered shirt is not only a symbol of national culture, but also a wonderful wardrobe item that can be combined with ordinary jeans, skirts, trousers.

It should not be forgotten that everything depends not only on communication and messages, but also how visuals can catch the eye of the audience. Therefore, it is important to know your audience. We monitor which format is interesting to subscribers, and then we focus on images, and this is how we got organic distribution: this indicates that we analyse the content correctly. That's why we created the rubric “looks-collages” in which we show how you can combine embroidery with other elements.

Currently, thanks to fruitful cooperation and correctly defined strategic and tactical goals, we are not looking for quick sales, but we are creating brand awareness, which will then work and bring money to the brand.