The Superstar
Rinat Brodach
Rinat Brodach is a New York-based fashion designer known for her timeless, high-quality garments that defy seasonal trends. The brand’s philosophy centers on confidence, sensuality, and freedom, with every piece designed to embody sophistication and individuality.
The Situation
The fashion industry’s fast-paced nature, accelerated by technological advancements and changing consumer behaviors, necessitated a shift from traditional seasonal launches to more responsive, immediate collections. Rinat Brodach sought to align with this evolution by launching “Fast Love,” a ready-now collection designed to be introduced in phases over six months. The brand aimed to communicate urgency while upholding its timeless quality and craftsmanship.
Rinat Brodach engaged Supernormal by Michael Andrew to create a compelling, multi-channel strategy that would launch “Fast Love” effectively. The goal was to capture attention across digital and physical spaces, drive engagement and sales, and reinforce the brand’s ethos of immediacy and high fashion.
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The Solution
Supernormal’s Strategy & Approach:
Supernormal employed a strategy integrating Campaign Development, Creative Direction, Content Strategy, and Brand Development + Strategy to launch the “Fast Love” collection, focusing on creative storytelling, online sales, and experiential marketing.
- Creative Direction: Supernormal’s creative direction centered on the themes of “Fast Love”—confidence, immediacy, and timeless style. The fashion film created for the collection opens with a confident affirmation, “I am confident, I am sexy,” reflecting the brand’s core ethos of empowerment and self-expression. The video features models wearing pieces from the collection in minimalist setting, showcasing flowing fabrics, soft draping, and elegant lines that accentuate the body’s natural movement. The models move with confidence, embodying the brand’s philosophy of living “unrehearsed.” The visual aesthetic blends simplicity and sophistication, while moody music punctuates the celebration of individuality and freedom. This compelling visual narrative emphasizes the collection’s focus on versatility, style, and timeless appeal.
- Content Strategy: Acknowledging the importance of digital engagement, Supernormal crafted an e-commerce campaign to drive immediate access to the collection. The “Fast Love” collection was made available on the Rinat Brodach website, with social media and email marketing used to build anticipation, engage followers, and drive online traffic. Email campaigns provided exclusive updates, event information, and shopping opportunities, ensuring the collection’s launch reached the right audience in a timely manner.
- Brand Development + Strategy: To extend the collection’s reach, Supernormal worked with Rinat Brodach to conceptualize and execute a pop-up event titled the “Spring Concept Shop,” which served as a physical space for consumers to interact with the “Fast Love” pieces. The shop provided an immersive experience, featuring curated events, workshops, and installations designed to enhance the shopping experience and foster a deeper connection with the brand.
Outcomes & Achievements
Supernormal’s comprehensive strategy successfully elevated the visibility of the “Fast Love” collection. The combination of creative content, an online sales push, and the in-person experience of the Concept Shop translated into heightened consumer engagement, increased sales, and strengthened brand positioning in accessible, high-quality fashion.
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