Case Studies

case 04 > legend lines: a profitable e-Commerce apparel niche

Legend Lines, Legendary Car Apparel Designer



When Not Maurice met with the founder of Legend Lines in 2011, he explained his new business venture to promote his original collection of legendary car apparel online to car enthusiasts all over the world. At that stage, his high quality products were in their final stage of development but no marketing was yet in place. There was no brand, no web presence, and, more importantly, no strategy to capture his market. But he was ready for the next step of his adventure: to market Legend Lines in a professional, results-driven manner to be able to grow his business and realize his dream of becoming a recognized brand in the niche market of the vintage car apparel industry.


The online apparel market is inundated with eccentric designs and low quality products displayed in unappealing websites and dominated by large, generic companies such as Zazzle, CafePress and Redbubble.

In this case, the key challenge was to make Legend Lines visible to its market all year long, staying on budget and on target while generating as many sales as possible. In order to create the results expected by the client, all marketing tools and channels needed to be explored, strategized and implemented in a comprehensive, integrated and coordinated manner to reach the goal of launching a new, profitable and sustainable apparel company.

the Not Maurice strategy

Branding Legend Lines was the first project we worked on: designing the logo and giving it a voice with an engaging tagline. Once approved, the logo was used to create the product labels and tags.

We then developed all the marketing tools required to officially launch Legend Lines within the deadline:

We planned a photo shoot to create product images for all marketing and advertising media needs. These images are definitely the backbone of the line, aside from the clothing.

Once the structure and functionalities of the website were approved, we embarked upon the design, development, and optimization of the e-commerce website.

The content for the site, press release, collateral materials and event invitations, as well as the search engine strategy and keyword selection, were also being written concurrently.

At the same time, a promotional strategy through different online channels was established to generate as much interest as possible. The key resided in blending inbound and outbound marketing techniques to leverage results amongst forum banner ads, Facebook, YouTube, Twitter, Pinterest and search engine marketing.

Finally, Not Maurice produced unique videos to present the product in a unique and appealing manner.

Once the website launched came the second wave of the campaign: keeping prospects and customers engaged. Due to the nature of the product and market, the approach consisted in mixing an online and offline presence while combining the use of traditional media with digital media.


As of today, Legend Lines is doing well. With 25 products, a well-developed online presence including search engine ranking, hundreds of Facebook fans, eBay listings, banner ads on several specialized forums,, the company is a stronghold in its market. Legend Lines has further established a vendor presence at several car shows around the country to boost e-commerce sales and create real human to human connections and resources to manage the orders coming from the US, UK, Australia and Europe!

Please visit the Legend Lines website to witness the Not Maurice marketing strategy implementation firsthand.

Not Maurice services provided:

  • Marketing Strategy
  • Creative Direction
  • Branding Strategy
  • Branding Identity
  • Logo Design
  • Website Design
  • Website Development – e-commerce and e-bay store
  • Search Engine Optimization
  • Graphic Design
  • Content Marketing
  • Banner Ads Design
  • Email Marketing
  • Video Marketing
  • Social Media Marketing

Learn more about Not Maurice’s services.