Katchin

Building a new fashion authority through social-first storytelling

Role: Social Strategy, Creative Lead

Scope: Social Strategy, Editorial Direction, Brand Voice Development, Social Creative Guidelines, Content Ecosystem, Influencer Strategy, Campaign Ideation, Production Planning, Client Consultancy

THE CHALLENGE

Katchin was a new accessories marketplace backed by Fossil Group, bringing together sought-after brands, curated style content and shopping inspiration across the UK, Germany and France.

The challenge was introducing a new player into a competitive fashion landscape and establishing Katchin as more than a retailer, building credibility, cultural relevance and a distinct point of view on style for a younger, digitally native audience.

THE OPPORTUNITY

To define Katchin’s role in the fashion conversation by creating a social identity built around individuality, self-expression and unexpected storytelling.

Rather than competing through traditional product-focused content, the opportunity was to position Katchin as a fashion authority, a destination for inspiration, discovery and cultural commentary that celebrated personal style beyond trends.

THE WORK

Before launch, we developed a complete editorial strategy designed to establish Katchin’s voice, content ecosystem and role within the fashion landscape.

Through audience and cultural research, we identified “Unfiltered Intimacy” as Katchin’s social territory, responding to a growing desire among younger luxury consumers for brands that felt more authentic, unexpected and human in contrast to increasingly polished digital spaces.

From this, we developed Katchin’s social persona: the Internet “It” Person, a confident, culturally fluent voice inspired by modern fashion commentators. This informed the brand’s tone of voice, editorial approach and how the community would interact with Katchin across platforms.

The strategy created a scalable foundation across:

  • Brand storytelling

  • Editorial content

  • Influencer partnerships

  • Reactive newsroom content

  • Community engagement

  • Channel strategy and guidelines

The result was a turnkey social framework that enabled Katchin’s internal team to launch with a clear identity and consistent point of view.

BRINGING THE STRATEGY TO LIFE

Following strategy development, we became an extension of the Katchin marketing team, providing ongoing strategic and creative consultancy while leading launch campaigns across the UK and Germany.

UK Launch: Celebrating individual style

For Katchin’s UK launch, we built awareness through authentic, social-first storytelling centred around personal style. Working with local creators and production teams, we captured low-fi, TikTok-first street style content in London’s fashion hubs, asking Gen Z audiences about their relationship with accessories, trends and self-expression. The content positioned Katchin as a brand that celebrates real people and individual style, rather than prescribing what fashion should look like.

Germany Launch: Turning awareness into cultural participation

For the German launch, we expanded the approach into a larger integrated campaign combining influencer partnerships, organic and paid social, giveaways and experiential activation. A weekend-long event at POP KUDAMM in Berlin brought Katchin into the physical fashion community for the first time, creating an opportunity for influential audiences to experience the brand and its offering IRL.

Across both markets, social was the thread connecting every touchpoint, turning a new marketplace into a brand with a recognizable voice and cultural presence.

THE IMPACT

The launch campaign generated 1.6M impressions, surpassing content goals by 228%.

Beyond campaign performance, the work established Katchin’s foundational social identity, creating the strategy, editorial approach and community framework needed for a new brand to build credibility and relevance within the fashion space.