>> Multi-Channel Retailer – Brand Consulting Case

Solidifying the brand positioning of a women’s specialty retailer and day spa

Challenge

• Multi-channel retailer of women’s apparel, jewelry, gifts, and accessories, including day spa in select locations
• Rapid, historical growth resulting from significant channel, geographic and product line expansion
• Recent growth slow-down due to several factors, including increased competition, store saturation, discounting)
• Lack of a clear, consistent brand positioning, resulting in a diffused brand image and declining sales

Action

• Consumer exploratory to understand shopper needs, service experience, brand image, target definition and selection
• Value proposition development, including what the brand will stand for and deliver on
• Brand positioning development, including communication elements (e.g., taglines, look and feel, imagery)
• Highly collaborative process (working across senior executives, marketing, merchandising, product, etc.)

Result

• Clarified positioning and updated identity (look and feel, creative concepts)
• Communication platform, detailing the creative brief and initial creative concepts
• Internal commitment of strategies and plans required to successfully market the brand

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