“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.
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.
Strategic changes will take place from autumn-winter 2016; in the meantime, Motivi has adapted our quick wins with early changes involving visual merchandising and window design (see above).