Loaded
Fondado is a women's fashion brand based in Palermo, Buenos Aires, known for its timeless designs and high-quality materials. When I first engaged with Fondado in 2016, the brand was renowned for its in-store experience—rooted in personalized service and the founders' charisma. However, this distinctive identity was not fully represented in their digital presence, which became the key challenge to address.
Fondado needed to translate its boutique shopping experience—characterized by personal touch and customer loyalty—into a digital strategy that could resonate with both existing customers and younger, digitally savvy consumers. The brand faced pivotal moments: relocating its flagship boutique, adapting during the COVID-19 pandemic, and launching an online store. With tight deadlines and dynamic market conditions, the focus was on rapidly developing content that remained true to Fondado’s essence.
Fondado needed to translate its boutique shopping experience—characterized by personal touch and customer loyalty—into a digital strategy that could resonate with both existing customers and younger, digitally savvy consumers.
The brand faced pivotal moments: relocating its flagship boutique, adapting during the COVID-19 pandemic, and launching an online store. With tight deadlines and dynamic market conditions, the focus was on rapidly developing content that remained true to Fondado’s essence.