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A major retail group was preparing to launch a new women’s fashion brand across more than 50 stores in Australia and New Zeland. As part of the in-house marketing team, the brief was clear: establish the brand quickly, generate early momentum, and deliver a consistent, high-impact experience across every customer touchpoint.
The brand needed to feel modern and relevant, appealing to long-standing customers while attracting a new audience, all while driving immediate commercial results at launch.
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A strategy-first launch, designed to align insight, creativity, and execution.
Market and competitor review: Analysed retail trends, customer behaviour, and competitor positioning to identify clear opportunities and points of difference.
Brand perception audit: Assessed existing brand equity and customer sentiment to inform a refreshed positioning that resonated with both loyal and new shoppers.
Audience definition and messaging: Defined priority customer segments and developed messaging to drive awareness, engagement, and early adoption.
Launch strategy and KPIs: Set clear objectives and success measures across all channels, from brand awareness to sales performance.
Integrated creative execution: Delivered a cohesive launch across TV, catalogue, digital, e-commerce, and in-store, ensuring a seamless experience at every touchpoint.
Production and implementation: Managed photo shoots, video content, lookbooks, editorial assets, POS, launch toolkits, and e-commerce activations to bring the strategy to life.
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Work showcased includes contributions from multiple projects and partnerships. Some imagery is illustrative or created for presentation purposes. All logos and trademarks remain the property of their respective owners.
