For my Web Design class, I chose to focus on Heiress Beverly, a local clothing brand that blends bold fashion with a strong sense of identity and empowerment. As a rising label, Heiress Beverly has built a loyal audience through aesthetic visuals and unique pieces, but there’s room to enhance its Integrated Marketing Communications (IMC) strategy. This case study explores ways to strengthen the brand’s digital presence, unify messaging across platforms, and better connect with its target audience both online and offline.

Brand Analysis: Heiress Beverly Hills

Heiress Beverly Hills is a bold, fashion-forward clothing brand known for its luxe aesthetic, model-driven visuals, and trendy glam appeal. While its image is highly curated and visually striking, the brand’s current digital presence leaves key gaps in engagement and brand storytelling.

Strengths

  • Strong visual cohesion: consistent lighting, glam aesthetic, and luxury edits

  • High-quality, product-focused imagery perfect for social fashion markets

  • Use of trending audio and reels format aligned with Instagram culture

  • Incorporates voiceovers, text overlays, and well-lit model shoots

  • Clear product details and close-ups highlight design quality

Areas for Improvement:

  • Low engagement strategy: Limited replies, no comment interaction, hidden likes create a disconnected feel

  • Lack of human connection: No visible founder presence or behind-the-scenes content

  • Repetitive feed layout: Similar post types with little lifestyle or storytelling variety

  • Audience disconnect: Spam comments and low conversation rate suggest weak community building