Challenge:

Optimize the performance of an existing global apparel brand that was originally distributed through higher-end department stores.

Solution:

Working with senior strategy and brand managers, we identified current performance of the existing brand versus its competition. As a result, we were able to assess current best practice gaps and develop a new direction for the brand.

We repositioned the brand for optimal performance leveraging a new channel strategy, merchandise mix, and marketing elements. Our recommendations were validated through field research and competitive financial benchmarking.

We quantified the opportunity for relaunching the brand as a new specialty apparel retail concept. In addition, we identified necessary operational and organizational requirements.

Measurable Results:

The new branded specialty apparel retail concept launched in late 2005 featuring a new merchandise mix and retail environment.