Building a Brand from Zero to Five Stores.
BLANK SPACE | Co-Founder & Marketing Lead
My role
Built brand identity system from zero and scaled to 5 physical retail stores. Led cross-functional team, developed omnichannel marketing strategy, and drove customer acquisition through integrated campaigns across digital and physical touchpoints.
Opportunities & Approach
Market Differentiation
How might we differentiate in Taiwan's saturated retail market and establish a unique brand position that resonates with quality-conscious customers?
Discover
Conducted market research to identify white space in Taiwan's retail landscape. Competitive analysis revealed oversaturated fast-fashion market but underserved segment seeking quality basics with minimalist aesthetic.
Product-Market Fit
How might we validate product-market fit before committing to expensive physical retail, minimizing risk while testing customer demand?
Launch & Test
Started with e-commerce to validate PMF with <$10K investment vs. $200K+ for physical retail. Ran A/B tests on messaging, pricing, and products. Achieved 47% repeat purchase rate within 6 months.
Brand Consistency
How might we maintain consistent brand experience across five independent locations while adapting to local market dynamics?
Build Brand Foundation
Developed comprehensive brand identity system with strict guidelines for packaging, photography, and in-store experience. Testing showed consistent visual language increased brand recall by 3.2×.
Scalable Systems
How might we create a brand system and operational framework designed for replication from day one, not retrofitted later?
Design for Scale
Built modular brand system, SOPs, and training materials before opening first store. Created templates for visual merchandising and inventory management that could be replicated without losing quality.
Customer Loyalty
How might we build genuine customer loyalty through authentic brand storytelling and community engagement rather than discounting?
Content Strategy
Implemented quarterly seasonal storytelling themes with data-driven content optimization. Built community through styling workshops, pop-up events, and brand ambassador partnerships.
CAC Optimization
How might we optimize customer acquisition costs as we scale, balancing paid channels with organic growth and word-of-mouth?
Channel Diversification
Shifted from 82% Facebook/IG reliance to balanced mix: paid social (45%), Google (18%), SEO/content (22%), email/referral (15%). Reduced CAC from NT$680 to NT$440 (-35%).
Marketing Analytics Approach
All marketing initiatives were planned and optimized based on three core metrics: website conversion rate, reach/traffic, and social amplification.
Here's how data-driven decision making worked in practice:
Example: Increasing Conversion by Optimizing Time on Page
Impact ＆ Outcomes
Brand Launch & Market Entry
Established BLANK SPACE as a recognizable brand in Taiwan's competitive retail market. Built loyal customer base through authentic storytelling, consistent brand experience, and community engagement across digital and physical channels.
Retail Expansion
Successfully scaled from online-only to 5 physical retail locations within 3 years. Each store opening reinforced brand presence and expanded customer reach. Maintained brand consistency while adapting to local market dynamics.
Data-Driven Marketing Growth
Improved website conversion through UX optimization and A/B testing. Grew social media reach 4x through content strategy and community campaigns. Reduced customer acquisition costs 35% through channel optimization and organic growth initiatives.
Team & Operations
Built and led cross-functional team across design, marketing, operations, and retail management. Established workflows that enabled efficient scaling while maintaining quality. Created team culture aligned with brand values.
Brand identity as a growth lever.
Defining the visual language that shaped how customers experienced BLANK SPACE — before, during, and after purchase.
Glimpse of Outputs
