CONTEXT & OBJECTIVES
An European fashion brand standing for classic style and values was struggling in the context of fast fashion and ecommerce (70% of fashion players revenue is made with classic basics and essentials).
Objective was to set a new vision for the Brand building on her DNA, with the objective to try & rejuvenate her fundamentals, trigger innovation and clarify new brand strategy projects.
PROJECT & BENEFITS
First step of the project was to understand what the Future of Classic will stand for tomorrow, combining traditional consumer insights and research with key trends: aesthetic prefrences, fashion, values, lifestyle, beauty.
Because we wanted to secure a long term thinking and anticipate major consumer shifts, we also decrypted sociocultural dynamics.
Based on this new vision, the Brand Platform including the style positioning has been redefined. And so were the key values and purpose. Lastly, product offering, including new innovative ideas, has been reviewed with our stylists.
