An influential womenswear label owned by Nigerian fashion designer Andrea Iyamah, this eponymous clothing brand is strongly inspired by colour, ethnic cultures, nature and design, with marketing objectives deeply rooted in community. As storytelling and global reach are both ongoing areas of focus, the Andrea Iyamah team was seeking ways to bring community, culture and commerce to the forefront, all without compromise.
“As a brand, we’ve had a tradition to engage our customers during the summer by having shopping parties in different cities where most of our customers are,” shares a spokesperson for the brand. “In 2020 however, the pandemic halted all those plans and we had to think of innovative ways to give our customers an in-store experience virtually.” With an increased need for Andrea Iyamah customers to feel properly addressed on all digital platforms, the Andrea Iyamah team needed a way to communicate their goals, product details and manufacturing processes all in a way that felt seamless and true-to-brand.
Seamlessly taking Andrea Iyamah’s sense of community to life in just two clicks, Livescale’s fully integrated checkout, brand-owned user experience and ever-evolving engagement tools proved a natural choice for the label. To remain consistent with the their highly-edited storytelling strategy, Andrea Iyamah’s choice to produce Live Shopping events with full-scale production, models and enthusiastic brand hosts was easily accomodated by Livescale’s technology.“Our team loved how personal the Livescale team was and how dedicated they are to ensuring all things ran smoothly,” says a representative from the brand. “We really feel like we have their full support each time.”
“Livescale opened up a necessary avenue for engaging existing and new customers and really building a community of shoppers with similar interests”
Using Livescale’s interactive Live Shopping solution has not only helped Andrea Iyamah connect with its customers in a new way by doubling its engagement but has also translated into great sales achievements. During their shows, the label saw a 100% increase in their AOV and twice their traditional conversion rate.
Collection launch with fun “online cocktail party” twist
Brand owner and fashion guest with models displaying the garments
Multi-camera set-up with various angles and close ups