Project Description

Multi-channel retailer of women’s apparel facing industry structural changes, including the growth of online shopping.

Company growth had historically come from mining its database of catalog clients and adding new stores.

Growth had slowed, however, requiring store closings, expanded marketing (to attract new customers), and a solidified brand identity and positioning.

A direct-to-consumer (DTC) business model was ultimately adopted, informed by project recommendations.

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, in both an offline and online environment

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