Agbobly
2023
As the Product and Marketing Developer for this brand, I was tasked with creating and implementing a marketing strategy to widen audience reach, increase customer retention and grow their social media following.
About The Brand
Agbobly is a Brooklyn based unisex label founded during the height of the pandemic in 2020. Their goal is to highlight Black, queer and immigrant narratives and their cultural contributions through a global-focused lens. Their brand is rooted in uplifting communities
through storytelling and the centering of West African hand craft, which is infused within their custom made-to-order design approach. This model has allowed them to eliminate the possibility of excess in production.

Market Research

Target Market and Consumer Forecast 2024-2025
Age: 20 - 45
Class: Middle to Upper class


Occupations: Students, within fashion industry, office jobs


Interests: Fashion, statement pieces, meaningful items, African fashion, African culture


Lifestyle: Like to indulge and participate in leisure activities/ have fun and be spontaneous and gather for parties and celebrations


Location: New York, USA, International (first focus Africa)

CUSTOMER FOCUS: The Memory Makers: as they leave the pandemic in the past, they are focused on de-cluttering their lives and creating new memories to make up for lost time. They are now looking for ways to age well and increase their life spans to continue making these new memories.
of Gen Z buys new clothing at least monthly.
of consumers are interested in personalizing products and are prepared to pay more for this.
Digitalization is perceived as the biggest opportunity for the fashion industry (32%), followed by sustainability (12%) and consumer involvement (11%).
The Consumer Problem
The pandemic created a workforce that wants to act on their new found leisure time as well as gain new social experiences. Actively fitting in activities into their schedules. This ties into Treat-Yourself culture as Gen Z are often indulging in life's simple pleasures.

Examples: Spa treatments, golf, afternoon tea, exercise, etc...
The Solution:
  1. Define the lifestyle we are selling
  2. Create a captivating brand story
  3. Develop brand activations and events
  4. Create authentic content
  5. Be present and engage on social media platforms
Goals
  1. Increase social media customer base
  2. Develop brand loyalty and retain it
  3. Develop consistent marketing and social media strategy
Results Within 1 Month
  1. 7K Followers Gained on Instagram
  2. 3K views gained on TikTok
  3. BTS documented for archive
  4. Produced and edited content
© Chiedza Kaseke 2025