LEZÉ THE LABEL
Expanding a Women-Led Sustainable Brand Into the Male Demographic Through Social Strategy & Matching Sets.
My Role & Team
- UX Researcher & Designer (Team of 5)
- Social Media Strategist
- Led User Interviews & Testing
- Developed "Two of a Kind" Campaign
Deliverables & Impact
- Instagram Social Media Guideline Kit
- Matching Sets Campaign Strategy
- Strengthened Brand Trust & Storytelling
- Improved visibility for the Men's Line
Walkthrough: Social Strategy Kit Sneak Peek (NDA Protected)
The Challenge: Expanding the Audience
LEZÉ, a sustainable brand focusing on women's work-leisure wear, faced significant barriers when launching their men's line. The primary challenge was expanding their primarily female customer base to male demographics while effectively communicating the value of their unique, sustainable materials (fishing nets, corn fiber, etc.).
Key issues identified included low visibility of the men's collection, a trust gap concerning pricing and sustainability, and low shopper confidence due to unclear sizing and return policies online.
Left: Synthesis of Key Ethnographic Insights. Right: Journey Map Key Reflection(face hidden for privacy).
Key Insights: The Social & Trust Gaps
Our ethnographic walkthroughs and interviews with six participants revealed four main problems: 1) Website Navigation: Men's line was buried, and essential information like returns and care instructions were hard to find. 2) Male Shopper Alienation: No visual sizing guides or promotions targeted men, making them feel ignored. 3) Trust Gaps: The use of unique sustainable materials was not clearly communicated, leading users to question the higher price point. 4) Social Media Deficiencies: The existing Instagram content lacked storytelling, brand cohesion, and educational structure.
Strategy: The "Two of a Kind" Campaign
Based on workshop findings—which validated that women were highly likely to purchase men's products if incentivized—we reframed the design problem. The solution centered on two integrated concepts:
Concept 1: "Two of a Kind" Matching Sets Campaign
This strategy leverages the primary female customer base to softly introduce the men's line. By offering couples/family matching sets and integrating personalization, we created emotional appeal and giftability, allowing LEZÉ to highlight comfort and sustainability to both genders simultaneously.
Concept 2: Instagram Social Media Guideline Kit
To resolve inconsistent content and weak storytelling, we created a modular kit with six core content themes (Sustainability, Fabric, Men's/Women's Line, Spotlights, Matching Sets). The kit included post and reel templates, clear messaging guides, and structured highlight systems to educate customers and reduce purchase anxiety.
Educational Template: Fabric Card (Sneak Peek)
This is to clearly communicate material facts and sustainability which is a huge part of their culture
"Two of a Kind" Reel Format (Sneak Peek)
The Upcoming new Holiday Promotions
Impact, Limitations, & Reflection
Impact
The deliverables provided the LEZÉ marketing team with increased clarity, a strong content structure, and a clear path to engage the new male demographic. For customers, the strategy promised reduced purchase anxiety and accessible education on their complex, sustainable materials.
Future Opportunities
- Full UX redesign of product pages and website navigation.
- Expansion of the social system to platforms like TikTok and YouTube Shorts.
- Development of AR fit visualization tools for sizing confidence.
Final Reflection
This project emphasized the power of storytelling as UX. By addressing user pain points around trust and clarity through a dedicated, ethical social strategy, we created an integrated solution that helps LEZÉ grow authentically while aligning with their core values.