Recently, I had the opportunity to evaluate and propose a brand strategy to a Paris based niche brand called Y/Project. It was founded in 2011 by Yohan Serfaty and Gilles Elalouf. The brand got Belgian designer Glenn Martens to replace Yohan Serfaty in 2013.
The emerging brand is well known by people in the fashion industry as well as aspiring fashionistas, however, many potential markets are still not aware of it due to low engagement. So the aim was to increase Y/Project’s brand awareness to establish it as an everlasting and exclusive brand. The whole process of formulating a strategy involves recognizing different factors like external and internal environment, SWOT, brand identity, brand elements, positioning it amongst competitors as well as studying them, identifying the specific target audience, brand equity share, product portfolio, promotional mix and also the current brand innovative strategy.
It was a fun yet challenging project to work on due to a set deadline to present the recommendations that makes the brand strategy. The brief was to give as many global recommendations and to execute just one of them in depth. I decided to focus in detail on the website as at that time they did not have one. A presentation is also put together to pitch the ideas to the Sales Director of Y/Project.