Case study: Sentierri - THE BRAND WHICH DRESSES THE SUCCESS

CHALLENGE

Given that the clothing market monopoly is held by the major brands and in financial and economic context of recession, the Sentierri brand from Emil Style has proposed a positioning and launch on the domestic market. A brand aiming at framing the uxury category, Sentierri decided to defy competition by promoting fresh and appealing images. For this, he turned to Brandis team’s services.

STRATEGY

Given that this was a new brand with great potential of penetration the luxury suits market in Romania, we invested more in research, strategy and creation. From the research we discovered that the products signed Emil Style were already quite popular their design and quality being easily recognizable.

We continued with a thorough market analysis of suits, competition, and the way direct competition promote . Given that on market there are already several known brands (Bigotty, Dynasty, White and Black), Sentierri should differentiate more clearly from the competition. Therefore, we set the goals: world should hear about Sentierri and associate the brand with the notion of perfect quality, Sentierri to become a national-class brand. We also defined targeted buyer and we formulated the slogan: "Sentierri dresses success."

After that, we created a new visual identity of the company: a logo, a type of letter, a color palette. We continued through conceiving a website for promotion (www.sentierri.ro), shop arrangement so that they create the feeling of luxurious space (ambiental branding) and we have occupied by organizating the participation in a series of fairs.

OBTAINED RESULTS

The promotion campaign was more successful than expected. Proof is represented by sales recorded shortly after its initiation. Customers were satisfied with the quality of creation and immediately after launching the website requests from abroad appeared for Sentierri suits.

Sentierri is now a nationally and internationally known brand, the final result being successful. Sentierri creations are appreciated and wanted for elegance and impeccable quality and we are proud to have contributed to these results. Sentierri has seen many benefits due to brand's new image and they continue to appear.