What started as a university project idea for founder Aimee Smale, has evolved into timeless staples for women's wardrobes globally. Odd Muse, known for making investment fashion accessible to young women, has become the go-to brand for classic designs. Launched in 2020, the brand has skyrocketed to success, and guess what? We’re spilling all their secrets! From their unbeatable social media game to their unique edge over competitors and personal branding mastery, we’ve got the inside scoop just for you.
Changing the Game with Social Media: Unmatched Audience Engagement
I, for one, can never take my eyes off the screen when Odd Muse pops up on my socials, but how does the brand have this effect on its customers?
Odd Muse excels in online shopping experiences, driving community through its website and social media. They take a social first approach to promote new products in an authentic way, often shooting in real-world settings, like the streets of London. This approach outshines competitors who typically stick to traditional ecommerce shoots.
The brand engages its audience by sharing behind-the-scenes content, styling tips, and UGC, providing valuable insights, inspiration and fostering a sense of community. We recently saw influencer Molly-Mae Hague wearing an Odd Muse dress to Wimbledon 2024 (and it wasn’t a paid partnership we may add). The internet blew up! The way authentic endorsements like this resonate with customers is truly unmatched.
Odd Muse has revolutionised the way brands interact with their customers on social media, jumping on TikTok trends to showcase their new releases (these hit the mark every time). Their social media strategy brings a fresh and authentic storytelling approach, making customers feel connected to the brand’s journey.
Odd Muse’s strategy perfectly targets their audience, addressing their pain points and pushing content where they are most active. Get to know your audience on a personal level to smash your marketing strategy like Odd Muse with our buyer persona toolkit here.
Standing Out in a Crowded Market: How Odd Muse Cuts Past Competitors
Undoubtedly, the fashion industry is a highly competitive market. So, how do Odd Muse stay ahead of the game?
Odd Muse is a master of differentiating itself through a combination of unique design, quality, and ethical practices. Their minimalist yet sophisticated designs are crafted from high-quality materials that appeal to fashion-forward individuals. This commitment to quality ensures that their products not only look good but also stand the test of time, unlike many of the fast-fashion alternatives.
Odd Muse emphasises sustainability and ethical production practices, which resonate with socially-conscious consumers. By sourcing materials responsibly and maintaining transparent production processes, they build trust and loyalty among their customers. This commitment to ethical fashion sets them apart from many competitors who may not prioritise sustainability.
Moreover, their brand narrative revolves around individuality and self-expression. They encourage their customers to embrace their unique style and confidence, positioning their clothing as more than just fashion but as a means of self-expression. This strong, relatable messaging helps them connect with their audience on a deeper level than their competitors could ever dream of.
Want to cut past your competition like Odd Muse? Check out our competitor analysis toolkit to stay ahead of the curve here.
Personal Brand Building: The Secret to Business Growth
In recent years we’ve seen the importance of building your personal brand skyrocket, and Odd Muse’s founder Aimee Smale is paving the way for others to follow…
Aimee models new collections for the website and socials, as well as actively posting videos about personal stories, style inspirations, and her journey for followers on her personal and business accounts. She has gained millions of views on her personal TikTok account, and it’s no surprise that viewers love watching her journey and authentic videos. This personal touch adds a layer of authenticity and relatability to the brand, making it more approachable and trustworthy.
Aimee’s active involvement in marketing efforts humanises the brand, building a stronger connection with customers. By sharing her passion for fashion and commitment to sustainable buying habits, she inspires her audience and creates a loyal following.
What We Can Learn From Odd Muse (and there’s a lot)...
In the age of short attention spans (thanks to TikTok) and endless scrolling, Odd Muse stands as a testament to the power of authenticity and transparency in building lasting relationships with customers. By prioritising its customers and analysing the current market landscape, the brand has carved out a unique space in the fiercely competitive world of fashion.
Leverage Social Media Effectively: Odd Muse’s success highlights the importance of a well-planned social media strategy. Consistently posting engaging content, collaborations, and participation in trends can significantly boost brand visibility and audience engagement. Tailoring content to platform-specific strengths and leveraging social media advertising can further enhance reach and drive sales.
Differentiate Through Quality and Values: Standing out in a crowded market requires more than just stylish products. Odd Muse strives to change the way the younger generation consume fashion, setting them apart from competitors. Emphasising values such as sustainability and individuality can attract a loyal, socially-conscious customer base.
Build Personal Brands to Enhance Connection: Personal branding can play a crucial role in business success. By sharing personal stories and insights, brand founders and employees can create a deeper connection with their audience.
Odd Muse's marketing strategy provides valuable insights into how businesses can effectively build their brand, engage their audience, and foster lasting relationships. By leveraging social media, differentiating through quality and values, and focusing on personal brand building, Odd Muse sets a high standard for success in the fashion industry.
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