DOCE
Launching a Streetwear Brand with Strategy, Story & Substance
Client: DOCE
Role: Marketing Strategist
Timeline: May–August (4 months)
Project Overview
A new streetwear label built on sustainability, culture, and creative identity. DOCE came to me ahead of their first-ever product launch with one goal: to enter the market with confidence and clarity.
They wanted more than visibility.
They wanted to build a brand that meant something.
The Challenge
With no existing audience and a crowded fashion landscape, the challenge was to create early traction and loyalty before a single product was released.
We set ambitious pre-launch goals to guide our efforts:
500 qualified email sign-ups
5,000 combined Instagram & TikTok followers
30% sell-through of the first drop within 60 days.
The Strategy
I started working with DOCE four months before launch, beginning with an insight-driven foundation.
Phase 1 — Research (May–June)
A comprehensive market research pack explored competitors, customer motivations, and cultural positioning opportunities.
Phase 2 — Strategy (June–July)
From those insights came a full digital marketing plan built on three pillars:
Awareness — storytelling and visibility
Engagement — community and conversation
Conversion — turning anticipation into action
Phase 3 — Activation (July–August)
With a strategy in place, we moved into execution — translating insights into content, campaigns, and collaborations.
The Work
Organic storytelling: BTS product development, creative direction, and brand values to connect emotionally with early followers.
Paid campaigns: Targeted ads testing creatives, audiences, and messaging driving early-access sign-ups with exclusivity incentives.
Creator collaborations: Partnering with micro-influencers in streetwear and sustainability spaces to deliver authentic, community-led content..
Together, this built a steady wave of momentum - a community that felt part of DOCE’s journey long before the first drop.
The Results
£1,200 in the first 10 minutes of launch
£2,500 by the end of the first weekend
4,376 total social followers (vs. 5,000 target)
176 pre-launch email sign-ups (vs. 500 target)
Organic Content reach doubled from 2,000 → 5,000 views per post
The DOCE launch proved the power of preparation.
By investing in research, insight, and community-building early on, the brand entered the market with credibility and immediate traction.
We built not just hype, but a foundation for long-term brand loyalty and growth.
The Impact
A personal note
Working with DOCE was an absolute highlight. Their enthusiasm, curiosity, and openness made the process genuinely inspiring.
As someone with deep roots in fashion, being part of this chapter in their story, seeing a brand come to life from insight to impact, was incredibly rewarding.
It’s the kind of work that reminds me why I love what I do!
How we can work together
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Strategy First
Get clear on your direction with 1:1 support and planning sessions.
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Content Marketing
Blogs, email, and social content created with care and strategy.
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Full Marketing Support
Your very own marketing partner. Content, ads, SEO and more.
