the client

An Italian company operating in the jeanswear market which owns one of the top five leading brand of the industry

the need

The extension of the client’s offer range, aimed at contrasting the pressure from the competitors, had caused the brand identity to become somewhat blurred; which consequently resulted into:

 

  • Poorly targeted product development 
  • Confusion and bewilderment from the distribution and sales network 
  • Perception of blurred image from the end consumers

 

The company was thus in need of aid to reassess its corporate mission and medium/long-term strategies via the in-depth analysis of market, retail and end consumers.

details

The extension of the client’s offer range, aimed at contrasting the pressure from the competitors, had caused the brand identity to become somewhat blurred

The project has followed three steps:

1) In the first phase we analysed the perceived positioning.

Based on one-to-one interviews and focus groups with consumers, the brand identity has been traced back alongside its positioning in the competitive set.

2) After identfying the market niches (opportunities), the strengths and the improvement areas of the client company, the corporate mission has been redefined in agreement with the management

3) The redefinition of the Mission has impacted the corporate strategies in terms of:

  • Identification of a clear-cut stylistic matrix
  • Development of a process targeted to product innovation
  • Setting guidelines aimed at definining the collection architecture
  • Formulation of key comm unication messages (agency’s brief)
  • Identification of the “stereotype retail” consistent with the target customer