We have worked on clarifying the brand positioning in 2016 + ongoing updates to stay on top of trends.

The brand is particularly strong in spain & other european markets, whilst had lost ground in others, including its uk home market. Low awareness of its street fashion dna was Impacting brand saliency, as it had lost authenticity & relevance demanded by millennial & gen z consumers.

Key to sharpening the brand’s positioning was to revive its notting hill roots, from an authentic insider’s perspective rather than tourist cliches. This was then used as a guiding principle across the entire breadth of the brand, through positioning, product, styling, store design, online, social media, events, influencers & ambassadors, comms…