Case Study: HairUWear boosts DTC traffic and conversion with Consumer Goods Technology

How HairUWear Positioned The Wig Company One Step Ahead of Consumers

The customer, HairUWear, a company with a large portfolio of alternative hair brands, faced the challenge of lacking a direct-to-consumer sales channel. To address this void and gain access to a new consumer base, they worked with Consumer Goods Technology and acquired The Wig Company, which provided an established online presence and catalog business but required significant modernization of its branding and product lines.

The solution implemented by Consumer Goods Technology involved a comprehensive overhaul of The Wig Company. This included rationalizing brands and SKUs, modernizing logos and imagery to be more aspirational and inclusive, and sharpening the overall branding strategy. The vendor also introduced a customer concierge service via a social media influencer. As a result, Consumer Goods Technology helped achieve a 22% increase in online traffic and a 42% increase in website conversion rates, while also attracting a younger and more diverse customer demographic.

HairUWear

Mike Ferrera

Chief Marketing Officer