Strategy
POSITIONING AN ULTRA LUXE BRITISH ICON FOR CROSS CATEGORY GROWTH
CONNOISSEURSHIP
A brand can be the best-loved in its category, but at times that isn’t enough. To achieve a brand’s true growth potential,
sometimes you have to liberate it from the confines of its category and give it the scope to fly.
sometimes you have to liberate it from the confines of its category and give it the scope to fly.
From its base as a must-have notebook and stationery brand for the style crowd, we identified a far bigger potential as an ultra luxe British icon, tapping into a rich DNA and craft story for a new type of Style Connoisseur. The unique ingredients of the back story enabled us to build a compelling narrative, product architecture and pricing strategy, weaving leather goods expertise into the Smythson competitive edge.
Gone Shopping worked with the management team over a long period of time, building the vision, identifying and strategising its implications across the business, and cascading The New Smythson Way function by function.
