Case study: ADALIN – Tailoring a new identity

CONTEXT

Adalin, designer of men's suits visible on the local market for nearly two decades, increasing sales and market in continuously, reached in 2009 the local and national representation which requires a new brand image and control of it.

CHALLENGE

Adalin is a brand that aims to conquer the men's suits market in Romania with special creation and a well done and attractive image. Provided that men's suits market monopoly is owned by major international brands and in financial and economic context of recession, Adalin has accepted the challenge of going through a complex process of rebranding and turns into a resonant name on domestic market of clothing.

STRATEGY

Since Adalin has a vast experience in textiles, we emphasized the notions of "tradition", "quality" and "personality". We have carefully studied every detail for the brand Adalin to reflect the exact image suggested by its creations. We started with the brand’s name (gr. ADAL = noble), continuing with the election of symbol, represented by a unicorn animal associated permanently with nobility. Then we dealt with promotional items brand Adalin (flyers, catalogs, calendars, business cards), as well as creating a site of international presentation in five languages.

Another important point in carrying out promotion for Adalin company has been the participation in the international fashion fair Modexpo 2009 (in the Romexpo Bucharest)where we developed an environmental branding activity, creating an favorable environment for distributing promotional items and concluding contracts with local distributors of men's clothing items.

Last but not least, we opted for a direct marketing action to continue promoting on an well-studied distribution sector. Therefore, we decided together with the client to send a series of Adalin promotional materials to some clothing retailers in the area to obtain possible contractual agreement with them.

OBTAINED RESULTS

After the completion of the new identity, it has resulted a brand concept tailored just after the image of Adalin collection. Elegance and quality of suits collection are also found in the quality of collateral materials. The company recorded a turnover growth of direct sales but also of demands of franchising. Presence in Modexpo had a positive impact on customers these being amazed by image of the new collection.