Customers felt that the original brand, which focused on children's clothing, did not convey the luxury they were looking for in women's clothing. In addition, the joint shopping experience damaged the sense of exclusivity and quality that customers expected. The solution was to separate the brand and create a separate and luxurious shopping experience. We built new branding, upgraded the customer experience, and created adapted spaces for purchasing luxury clothing. The change resulted in a 40% increase in sales within a year.
The challenge
A children's clothing brand’s attempt to expand into women’s luxury fashion failed, despite market research indicating interest
What we discovered
Through interviews, we learned that customers viewed the luxury line as inauthentic. Women expressed that luxury shopping was a personal indulgence, incompatible with a brand associated with children’s clothing
