“A brand is a story that is always being told” (Scott Bedbury)
Italy’s largest womenswear multiple retailer Motivi was in need of a new strategic direction, with its recent performance having been impacted by channel shift and the increased competition from Inditex and H&M.
We were retained to guide the leadership team through Motivi’s transition from a shop to an international omni-channel brand, identifying strategic directional options that didn’t solely compete on price.
Our process: Understand the customer and market > Establish the brand DNA and USPs > Create brand expression guide > Help the brand make it happen.
After a first-hand dive into the Italian market, we identified quick wins for the brand, setting out a strategic path which led to a new brand direction and expression. Our work was particularly focused on re-establishing Motivi’s credentials, customer service, love for fashion, and truly understanding the Italian woman.
The benefits of our work with Motivi:
- Customer needs and wants identified and internal alignment on who the customer is
- A more mature and challenging approach to the use of social media marketing
- Brand expression guide that is an evolution – which minimises the need to immediately re-brand all stores
- An Omni-channel and 360 approach to the brand experience from staff to product and from communication to values