A local luxury brand of 19 years old, with a size of 32 workers, dedicated to the production of leather accessories and outerwear – male and female shoes, bags, jackets and coats made out of very high-quality materials, in its brand’s authentic style. In past 4 years it has been losing recognition on market and on social media due to high competition in the sector, and as a result – raising stock, loss of clients, and shut down of a store.
Fashion sector became very highly competitive and tendencies are changing fast, and if you don’t stay up-to-date, constantly giving away the right content to attract subscribers and clients – they forget about you and turn their attention to more active and innovative ones. In this case, the brand has started losing its sense of “Luxury” in the eyes of a new generation, and despite having still the majority of their loyal clients, it stopped growing and expanding and started craving for changes.
The workers in their showroom office and their own small production factory are well skilled but their inner management lack efficiency, an appropriate strategical planning methodology is missing, the brand itself needs improvement of its image and social communication.
Consequently, with such an inefficient decision-making process, the company was forced to close one of their 6 stores. In order not to lose their 5 stores that are left, and to increase their online sales, they need to make certain improvements in their brand image, e-marketing and inside communication.