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.
During the first weeks we analyze financial, operational, and communicational aspects of the business, also we study the history of their brand and sales in order to spot when and for what reason the company started facing challenges.
We define main Strengths and benefits of existing brand and on what exactly we will put the main focus on marketing, we also review stock and analyze Weak points of the in company’s functionality together with the Opportunities and resources that we have in order to do most efficient strategical improvements. We calculate the budget risks and analyze competitors to define all possible Threats and the best methods to minimize them.
After the analysis, we propose an Action Plan, that we discuss during a few further meetings to make final decisions and define our perspectives.
The plan includes:
- Our proposals for a general Brand Image improvement – we advice on the logo design, branding identity and web-page design improvement from functional and visual point of view; also we give styling suggestions about the product and its representation according to latest, and most suitable in specific case, social tendencies in the field – both online and inside their stores, incl. some changes in the interior design of the spaces;
- Marketing Strategy Plan – we create Value Proposition, Customer Segmentation, provide e-marketing solutions to increase social media recognition, advice on the content, design Business Model and Structure, propose more sales channels, define promotional costs together with sales prediction;
- Communication improvement – we propose a structure to integrate into the business for a faster and more efficient internal communication, we audit people on the new Apps; also bring collaborative partners and manage connections externally.
After the plan is approved, the consultant carries out its further implementation, being in charge of managing all the necessary operations.
Now the Brand has an Improved Luxury Image, properly implemented into their interior design and vitrines of their stores, stationery and packaging, website and social media content – presenting their Improved Leather Designs, that are a result of collaboration with a new designer, who transmitted their “authentic style” into the new pieces in a modern-luxury manner.
With an Improved Identity, a Brand has raised its value and public awareness by gaining new followers, customers and collaborators, which consequently not only led to sales increase and stabilizing the entire business but made it grow much higher in its potential.
The internal communication improvement is now allowing the Director to observe the workflow and interact with all the team members in the factory, shops, or showroom office, which facilitated the internal management and raised productivity.