Repositioning a Bag Brand Store for Success

Distinguishing your brand and articulating your value proposition is essential for success. This case study explores how a Tokyo-based bag producer revamped its global website, transforming its online presence and elevating its brand.

The Challenge

Established in the early 90s, our client started by producing premium bags and pouches for cosmetics, catering to makeup artists and stylists. Seeing their products used on the sets of photo shoots led them to create a range of bags to meet the needs of a different kind of professional who often worked on the same projects—photographers.

Despite the quality of their wares, they needed help articulating their value and appealing to a global audience. Furthermore, offering products for such different use cases made navigating their old website confusing. The challenge was to convey their story, offerings, and uniqueness effectively.

Expressing Value

I was subcontracting under a Tokyo agency and handling the localization and copywriting. I ensured that every content, from product descriptions to promotional materials, was engaging, informative, and resonated with the target audience.

My primary task was to comprehend the needs of their two target audiences—makeup professionals and photographers — to craft a narrative that resonated with them. We focused on the products' functionality, style, and craftsmanship quality.

The key was telling the brand's origin story — its beginnings, the evolution of its craft, its commitment to quality, and how the essence of Japanese artisanal artistry is reflected in every product.

Here is a brief excerpt from their About Us page:

Our commitment to producing high-quality products is evident in every aspect, from meticulous design to selecting materials and production processes. We collaborate with exceptionally skilled artisans whose experience and craftsmanship are integral to our identity.

Site Structure and Domain

Even the best copywriting can’t solve issues caused by poor site structure and using the wrong domain name.

I worked with the team to rearrange the presentation for the site so that their distinct target customer groups could access what they wanted with fewer steps.

Their old site used a .global domain name extension. While I’m generally a fan of the new extensions, most consumers still gravitate toward the dominant .com extension. So, I helped them choose one that matched their brand.

Results and Conclusion

Localization was more than just translating content; it involved culturally adapting the brand's message. The copywriting was tailored to appeal to diverse global markets while maintaining the brand's core values. The transformed website looks much better and speaks directly to its audience's needs and desires. It will significantly increase conversion rates and strengthen their international brand presence.