Luxury Streetwear Brand Strategy: How OCHOMADE™ Relaunched with a Stronger Identity & Marketing Plan

Client Overview:

• Industry: Fashion & Luxury
• Niche: Luxury Streetwear, Conscious Consumerism, Ethical Fashion
• Topic: Luxury Streetwear Brand Strategy
• Business Type: B2C, E-Commerce
• Scope of Work: Brand Strategy, Website Optimization, Content Strategy, Marketing Plan, SOP Development, Internship Program

OCHOMADE™ is a luxury streetwear brand founded by Jamal Brown, dedicated to telling the untold stories of Black and Latine communities through fashion. The brand blends high-end craftsmanship with cultural storytelling, creating wearable pieces that reflect identity, resilience, and empowerment.

Despite a strong mission and unique design perspective, OCHOMADE™ faced a significant challenge—its initial launch relied heavily on paid advertising, which failed to convert. Thousands of dollars were invested in social media and Google ads, but the brand had no organic community, minimal engagement, and an unclear messaging strategy.

Jamal brought in Wild Woman Haus® to audit the brand’s existing marketing and sales efforts, identify weaknesses in its brand experience, and create a remediation plan for a successful relaunch.

The Challenge: Relaunching OCHOMADE™ with a Stronger Foundation

Although OCHOMADE™ had a clear vision, several gaps were holding the brand back:

• Ineffective paid advertising strategy – Heavy investment in ads with no clear audience insights or engagement strategy.
• No organic community – Lack of brand storytelling, content consistency, and meaningful audience interaction.
• Weak website experience – The site lacked storytelling, an educational component, and emotional resonance.
• Limited operational structure – No clear processes for content creation, hiring, onboarding, or social media management.
• Lack of a strategic marketing plan – No structured approach for campaign rollouts, brand messaging, or audience engagement.

For the relaunch to succeed, OCHOMADE™ needed more than just ads—it needed a foundation rooted in storytelling, community-building, and strategic marketing.

The Wild Woman Haus® Experience:

Phase 1: Luxury Streetwear Brand Strategy: Refining OCHOMADE™’s Brand Identity & Messaging

We started with a full brand audit to refine OCHOMADE™’s voice, mission, vision, and target audience. This ensured that every marketing effort was aligned with a clear, compelling narrative.

Key Updates to Brand Strategy:

• Refined Brand Overview – Shifted the messaging from generic streetwear to a luxury brand with a deeper cultural purpose.
• Updated Core Values – Emphasized representation, intentional craftsmanship, sustainability, and philanthropy.
• Strengthened Mission Statement – Positioned OCHOMADE™ as a brand that uplifts Black and Latine communities through storytelling-driven fashion.

New Brand Messaging:

“OCHOMADE™ was created to fill a gap in the luxury fashion industry by telling the untold stories of Black and Latine communities. Through intentional, sustainable design, the brand fosters pride, resilience, and empowerment.”

Phase 2: Luxury Streetwear Brand Strategy: Optimizing OCHOMADE™’s Website for Engagement & Conversion

A significant issue with the original website was its lack of storytelling and engagement. We restructured the site to:

• Introduce new educational pages – Added a dedicated section explaining OCHOMADE™’s unique production process and cultural inspiration.
• Revamp product pages – Integrated emotionally resonant copy that connected each design to its deeper meaning.
• Enhance the About Page – Positioned OCHOMADE™ as a movement, not just a brand.
• Optimize for conversions – Improved user experience, navigation, and mobile responsiveness.

Results:
✔ A more engaging, storytelling-driven website.
✔ Increased clarity in brand purpose and customer journey.
✔ Strengthened emotional connection between the brand and its audience.

Phase 3: Internship Program & SOP Development

To support long-term growth, we developed an internship strategy and SOPs (Standard Operating Procedures) to streamline key operations.

Internship Program:

• Designed a structured intern strategy to bring on marketing assistants for social media, content creation, and brand engagement.
• Created onboarding materials to ensure seamless integration of new interns into the brand’s workflow.

SOPs for Brand Operations:

• Content Creation Process – Standardized guidelines for producing and scheduling social media content.
• Hiring & Onboarding – Developed clear steps for recruiting, training, and integrating new team members.
• Marketing & Campaign Rollouts – Established frameworks for launching campaigns with defined objectives, timelines, and performance metrics.

Results:
✔ A more organized, scalable approach to brand growth.
✔ Improved efficiency in content production and team coordination.
✔ Clearer structure for future hires and brand expansion.

Phase 4: Luxury Streetwear Brand Strategy: Relaunching with Community-Driven Marketing & Growth

With a stronger brand foundation in place, we created a multi-phase marketing strategy focused on storytelling, organic engagement, and audience connection.

Key Campaigns & Initiatives:

• Social Media Relaunch – Developed a fresh content plan across Instagram, TikTok, and YouTube, with campaigns highlighting OCHOMADE™’s mission, design process, and customer stories.
• Community Engagement Strategy – Shifted focus from paid ads to organic growth through influencer partnerships, user-generated content (UGC), and brand storytelling.
• Brand Storytelling Campaign – Rolled out a long-form content series showcasing the cultural inspirations behind OCHOMADE™’s designs.
• Email Marketing Optimization – Created a newsletter strategy to build loyalty and drive conversions through exclusive content and early product access.

Results:
✔ A more structured, authentic marketing approach.
✔ Increased audience engagement and brand awareness.
✔ A foundation for sustainable long-term growth beyond paid advertising.

Results & Impact

By repositioning OCHOMADE™’s strategy and marketing efforts, Wild Woman Haus® set the stage for a more impactful relaunch.

✔ Stronger Brand Messaging & Identity – A clear, compelling brand story that resonates with the right audience.
✔ Enhanced Website Experience – Improved storytelling, product education, and user engagement.
✔ Structured Operations & Intern Support – A scalable system for content creation, hiring, and marketing execution.
✔ Community-Driven Growth Strategy – A shift from ad-heavy marketing to organic engagement, ensuring long-term sustainability.

Client Testimonial

“Working with Tristan was one of the best decisions we made for our brand. She brought a level of clarity, strategy, and insight that completely transformed the way we communicate our mission. From refining our brand positioning to ensuring our website truly reflects our identity, her guidance was invaluable. Tristan’s strategic approach was both thoughtful and actionable, providing us with clear direction while making sure our brand felt authentic and aligned with our long-term vision.

Beyond strategy, Tristan is an absolute pleasure to work with—responsive, insightful, and genuinely invested in our success. If you’re looking for someone to help you refine and elevate your brand, look no further than WWH!”

— Jamal Brown, Founder of OCHOMADE™

Looking to Relaunch Your Brand with a Stronger Strategy?

If your brand is struggling with low engagement, ineffective marketing, or a lack of clear positioning, we can help.

Book a Complimentary 30-Minute Call to explore how Wild Woman Haus® can refine your brand strategy and create a powerful relaunch plan.

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