Challenge
Gone are the days of personal styling as an exclusive luxury service reserved for the super-wealthy. The fashion box-subscription space has grown increasingly crowded in recent years with VC-backed startups and major department stores entering the race to send curated threads to their customer’s doorstep. Jackie (formally named ChatterBox) came to us in a pre-revenue, conceptual phase with a mission to provide women with a better ‘why’ to getting dressed.

Approach
With little more than an idea for the product and vertical, we moved into a discovery phase to define a new mission, vision, and model for the brand to be. We knew that spotlighting Jackie Founder, Amber Duncan’s story, would play an important role in building trust and loyalty with new customers.

We wanted to differentiate Jackie from some of the established box subscription players by leaning into the human element of their styling process. There would be no Data Scientists or headless algorithms, only relationship and expertise to make personalized selections.

During weeks of naming exercises to define the brand’s new direction, we discussed several companies and individuals who have inspired women to ascend beyond the limitations set on them.

With that criteria, the name Jackie became an obvious front runner. Paying homage to more than just an American fashion icon, it is the juxtaposition of grace and class against an untamed spirit — one that needs no permission to be beautiful. The hand written signature reinforced the brand persona of ‘Jackie’ as an independent, elegant, bold new voice in the styling space.

In order to create a more tailored styling experience, we implemented an introductory application process and Style Quiz to help both customers and Jackie Stylists identify customer preferences early in the process.

By leveraging profile building questions, conditional logic, and form field validation within the quiz, we were able to empower Jackie Stylists with a more dynamic curation process for delivering the perfect fit in every box.