Website Strategy Case Study: Sophie & Trey

 Sophie & Trey and its “sister store” 4^th & Ocean are small boutiques in Lake Mary, Florida that target young women around the ages of eighteen to twenty-five. Sophie & Trey is the main store and its slogan “Where sophistication meets trend” implies that its clothes is for women who are either thinking about or just joining the work force but are still going out and dressing according to the latest trends. 4^th & Ocean on the other hand dubs itself a “surf chic boutique” and targets a slightly younger and less professional crowd who is more interested in comfort than trend. The stores are also linked to another boutique, Tria, which is upscale semi-formal wear and is not included on their website. I chose to study the web strategies of this small, family-owned company because of their remarkable way of attracting customers and getting them involved in the products before they even enter the store. The main website is set up in a very simple manner that allows the viewer to choose which store they want to shop in followed by categories of clothes and further by specific styles. In general, when women shop they are all about having many choices and the simplistic way in which the website leads shoppers to exactly what they may be looking for is what makes the site successful. However, I believe it is the company’s use of other forms of social media that really makes them stand out among the rest. Their Instagram page for

example showcases new outfits multiple times a day either worn by the attractive employees of the store or presented with different accessories. The page includes both photos and videos and every week there are multiple contests through Instagram specifically. The company encourages shoppers to comment “this or that” on pictures of multiple outfits to get their opinions, holds contests in which customers can send in their own pictures wearing their clothes to be featured on the website, and encourages people to re-post and tag their pictures to enter for a chance to win discounts or free clothes. Currently, they are also doing a contest in which customers can Instagram creative pictures including a sticker that they receive in-store for a chance to win “the item of your choice.” These incentives are spread throughout the company’s Facebook page, Twitter, Pinterest, and Tumblr, thus keeping the shopper actively engaged at all times. The image of the company and its promotions are consistent throughout all forms of media, making them reliable and constantly present. Unlike websites where customers must go to the page themselves to find what they are looking for, Instagram updates among other forms of social media

bring the products to the customer as they are scrolling through their news feed. The chain of stores is incredibly successful considering they are tucked away in a small plaza in Lake Mary. I have learned from personal experience as well as from observing other shoppers that many people come in, not because they just need new clothes as is the case with other stores, but because they saw something specific on one of Sophie & Trey’s media outlets that they are interested in.

Site Map: Sophie & Trey Case Study Map

Traditional vs. New Media Case Study

The Apple logo is one of the most famous in the world, decorating laptops and cars and becoming a symbol of modernity and sophistication worldwide. The Apple Corporation uses both traditional media like stickers, printed ads, billboards and television commercials as well as new media like online videos and the company’s products themselves. Apple constructs not only an image but also a lifestyle of simplicity and innovation to be taken on by its consumers. The company’s style remains consistent across all forms of media, such as the clean, white background of its advertisements and constant focus on its user-friendly products, thus making them seem connected to their customers. In print ads especially the products being advertised do not even have to be shown. As Apple has grown tremendously over the years they have built up the credibility to sell their identity alone. Those who use one Apple product tend to stick to the brand for other forms of technology, thus creating a “community” of Apple users that are loyal to their brand. Founder Steve Jobs stated, “For Apple it is not about the money. It is about the people you have, how you are led, and how much you get it” (2008). However, we all know it is always about the money and by “leading” people to believe that they are joining an elite group of Apple users frequent customers consistently pay outrageous prices to stay faithful to their iPhone, Mac, iPad etc. An Apple sticker itself makes the consumer a walking advertisement and can be placed anywhere. Television commercials such as the Switch advertising campaign in the early 2000’s featured “real” Apple users who had switched from Microsoft to Mac. The print and television campaign do not mention the benefits of Apple products nor do they include the name Apple at all except as part of the website. Instead, they show just the famous symbol and then direct their audience to thei website where they dispel negative rumors about their products. Thus, the audience is drawn in with old media (television) and led to new media (Internet).  By directly comparing their product to competitors across multiple forms of media Apple builds their credibility and makes price no longer the main concern for the user. I can say myself that after graduating high school I asked my parents for a Macbook Pro, not because I thought it would fulfill my technological needs in college, but because having a Mac was the “cool” thing to do and put out a modern, edgy, and sophisticated aura. Apple not only uses traditional and modern forms of media, but it creates the outlets through which to consume its advertisements. Suddenly, iPhone apps can take the place of old media like books, magazines, and CDs. A phone isn’t just a phone. It’s an iPhone; and a laptop isn’t just a laptop, it’s a Mac. There are few if any companies that construct such a powerful corporate image that they can sell their identity before even promoting their product.

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Personal Brand Identity

I view myself as a very driven and independent person and it is through my constant motivation to succeed that I build myself up as a person. I was raised in a very religious household and was not brought up in a traditional way. While my family’s religion restricted me from doing most of the things I wanted to do it also fostered qualities of industriousness, honesty and care for others. My efforts to break away from religion while still staying true to myself has been a constant process that has defined who I am and how others view me. I work two part-time jobs as a full-time student and cover most of my expenses, including my rent. While I am very proud of the things that I have accomplished (despite being stressed 24/7) I think that my achievements are interpreted differently by the various people in my life.  I have four main social spheres, these being high school friends, college friends, family, and members of authority like teachers and supervisors. I believe that for the most part everyone that I meet recognizes me as a kind, independent, focused, and for the most part likeable person. I am extremely sarcastic and at times have been jokingly called “sassy” but I think that mostly stems from my desire to be realistic and true to myself and others. I believe that my high school friends see that side of me more than anyone else because I have known them the longest and am still very close to a few old friends, including my roommates whom I have known since middle school. Because we grew up in similar environments my old friends understand why I am such a determined person and recognize my accomplishments in a town where many of our friends go to community college and live at home. Similarly, my college friends realize that I am hard-working and have leadership qualities but may not fully understand the challenges that come with financial independence and separation from family, as well as what it is like to go to school in my own hometown and basically have a life outside the small social sphere of Rollins. However, my college friends also see a more recreational side of me and view me as relatively laid back when it comes to making plans or going out. As superficial as greek life may seem to some people my involvement with Chi Omega in the past year has been the first time I have truly felt like I am a part of something that I want to be in and further motivates me to exhibit my good qualities and draw closer to others. In contrast, my family is pretty unaware of most of the things that I do. However, they have made me who I am more than anyone else. My grandmother always tells me that I’m a hard worker just like my mom. Despite my growing distance from them in the past year or so my parents do express their pride in my school and work accomplishments. However, this is shrouded by their disappointment because of my separation from the church. I think that my realization that I will never make my parents completely proud has made me focus more on making myself happy and accomplishing my own personal goals. I do not see any other option but to put forth 100% of my efforts into everything that I do, whether that be a task at work, an assignment at school, or a relationship with a friend or significant other. Although there are slight differences in the way the demographics of my life understand me I think that everyone realizes that I will accomplish what I set out to do, I will do anything for those that I care about, and I always strive to portray myself in the most genuine way possible.

Hi, my name is Ariel Rivera. I'm a junior at Rollins College and majoring in CMC. I like art, the beach, and living in the beautiful and sunny Florida.