MEXAPPAREL
THE START…
MEXAPPAREL caters to connoisseurs of high-quality garments, meticulously crafted from 100% cotton in an ethical, in-house manner. Our primary offering is the heavyweight T-shirt, a rarity in the market. In the landscape where finding such garments proves complex, our mission was twofold. First, we aimed to simplify the discovery and accessibility of our products, ensuring they reach retailers effortlessly. This was particularly challenging given the prevalent wholesale-focused nature of the Mexican textile industry. Second, our goal was to establish MEXAPPAREL as an industry trailblazer, proudly utilizing ethical production methods and locally sourced materials.
OUR MAIN GOALS
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Simplify the discovery and accessibility of our high-quality garments.
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Facilitate easy distribution and sales to retailers in an industry dominated by wholesale transactions.
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Establish MEXAPPAREL as a pioneer in ethical production methods and the use of local materials.
THE BACKGROUND
When Daniel approached me to create a website for MEXAPPAREL, it became evident that expansion was essential. Daniel has crafted garments seldom seen not only in Mexico but across the globe—products of the utmost quality, locally made, embodying the epitome of fashion in our world. Most high-end brands, including luxury labels, rely on the cheap industry, losing not only the essence of the industry but also the quality of what we purchase. Our predicament? Figuring out how to catapult these exceptional products into the market, considering their usual association with high costs. This became Daniel's commitment to me.
KEY MILESTONES
INDUSTRY DISRUPTION:
Challenging the norm by avoiding dependence on cheap industry practices.
Visionary Craftsmanship:
Introducing garments of exceptional quality and global appeal.
MARKET ENTRY STRATEGY
Addressing the challenge of launching exceptional products traditionally associated with high costs
AFFORDABILITY COMMITMENT
Pledging to make high-quality products accessible, bridging the gap for young creators
STRATEGY
Executed a robust UX research, delving deep into market dynamics to strategically position Mexapparel within the industry landscape.
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Launched surveys strategically designed to capture insights into market reach and potential opportunities, particularly among the youth demographic.
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Applied a strategic approach to stakeholder engagement, tailoring interview methods to include diverse perspectives from fashion designers, event coordinators, and aspiring entrepreneurs.
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Implemented benchmarking as a strategic analysis tool to identify industry gaps. Explored crucial aspects such as brand quality, projection, and suitable production locations, forming the foundation for Mexapparel's market entry strategy.
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Developed detailed User Personas as a strategic foundation, aligning sales strategies with the specific needs and preferences of Mexapparel's target audience.
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Devised a comprehensive journey map as a strategic tool, facilitating a seamless and user-friendly experience. This involved strategic card-sorting exercises to ensure the website's structure resonated intuitively with the audience.
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Launched the website not just as a digital storefront but as a strategic usability testing ground. This phase provided invaluable insights into user impact, interactions, and overall brand reception, guiding further strategic refinements for optimal user experience.
SURVEYS
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SURVEYS ◼︎
B2B
Business to Business
66.7%
Of the people who answered the survey, they are between 25 and 34 years old.
100%
Work in creative guilds and want to launch their own clothing brand.
RESONATE WITH...
HYDROPHILIC · HIGH-QUALITY · LOCALLY MANUFACTURED · FAIR PRICED
THEY SAY...
It resonates with me because these aspects are linked to sustainability.
We are looking for high quality shirts
It resonates with me because as a slow fashion project, the fact that it is a local production is very important.
I like such a brand because everything is already made in China.
THEY want...
83.3%
would buy this product also for daily use
50%
would buy from 15 to 30 T-shirts
66.7%
would buy that many T-shirts every month
B2C
Business to Customers
Of the people who answered the survey, they are between 25 and 34 years old.
60%
100%
Would like to buy clothes with these characteristics
RESONATE WITH...
comfort, hypoallergenic, locally manufactured, no fast fashion
THEY SAY...
When produced ethically, it means that the raw material was responsibly sourced.
Supporting local commerce and for acquiring high quality products
The prices being paid to workers are fair and meet their employer's responsibilities.
In Mexico there are good quality inputs as well as highly skilled labor, this will help the local economy as well as reduce CO2 emissions.
THEY want...
80%
would pay between $334.00 and $449.00 pesos per item.
83%
would buy between 2 and 6 months
60%
would buy between 1 and 3 units
INTERVIEWS
◼︎
INTERVIEWS ◼︎
BENCHMARING
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BENCHMARING ◼︎
Our benchmarking analysis gathered insights from 11 national and international brands to comprehensively understand various variables and opportunities in both the production and sales aspects of Mexapparel.
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shipment & nationality
In this phase we compare which companies are in Mexico and therefore shipments are made in less than 3 days.
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COTTON CERTIFICATE & PRICE
In this phase we compare companies that are certified 100% cotton and compare prices per unit in the range of $1000 to $100 Mexican pesos.
USER PERSONAS
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USER PERSONAS ◼︎
As a result of the research conducted, we created two profiles of core consumers in our market, those who have the initiative to create a business and those who would be regular consumers of our product.
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29 years old | Female | Single | Designer -
Maria is looking to create her own clothing brand, she is interested in building a brand that has values.
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Maria does not like the fact that prices are indiscriminate and people lie to get more money.
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Maria is excited to create a brand that resonates with his audience and is aligned with their values.
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32 years old | Female | Single | Arquitect -
Lucia would like to be able to dress well without having to worry that her clothes will tear after the first wash.
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Lucía likes to know that she is consuming responsibly and wants Mexicans to have acceptable working conditions and not be exploited.
Card Sorting
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Card Sorting ◼︎
We implemented a card sorting exercise to structure our website. It's a top priority to provide clarity to our users regarding the items available for purchase and the minimum quantity required for ordering. This is crucial as the textile market typically operates on wholesale transactions.
Homepage
- Promos
- Reviews
- Wholesale
- About us
- Promos
- Reviews
- Wholesale
- About us
Footer
- Shipping Policy
- Privacy Policy
- Terms and Conditions
- FAQ's
- Contact
- Social Media
- Refunds
- Shipping Policy
- Privacy Policy
- Terms and Conditions
- FAQ's
- Contact
- Social Media
- Refunds
Journey Map
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Journey Map ◼︎
We've dedicated our efforts to maximizing the unique aspects of our brand, ensuring our clients recognize and appreciate them. Utilizing insights from our statistics, we've identified ourselves as a distinctive product in the market. This journey map is instrumental in guiding us to strategically implement digital tools and services, enabling us to leverage our differentiators effectively.
PROTOTYPE
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PROTOTYPE ◼︎
As the project required web development, and with the demand to conduct usability testing promptly, we made a strategic decision to initiate mid- to high-fidelity wireframes from the project's inception. This allowed us to commence shaping our functional prototype within just 4 weeks.
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HOMEPAGE
Navigate through the brand's digital hub, offering insights into its premium 100% cotton blanks and market positioning.
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Product Page
This page delves into the carefully curated collection of 100% cotton blanks, highlighting the brand's commitment to quality.
LESSONS LEARNED
& CONCLUSION
I believe one of the things I cherished most about working (and continuing to work) with them is that it's a brand created by Mexicans for Mexicans. Culturally, this is incredibly significant. Regardless of your location, having companies that make you feel at home is crucial. While the product may seem niche after my words, the reality is that we are all becoming more conscious of what and how we consume. Brands like this are like oases in the desert, offering us the opportunity to shape a better future. They represent significant strides towards achieving that goal.
Moreover, it was a blast! Even though my focus was primarily on UX, delving into web development was a fresh challenge. I loved pushing my boundaries, embracing the flexibility, and daring to learn—it truly filled my heart.
