International growth for a luxury brand
For a British luxury brand, developed the strategy to double the size of their US business.
We developed strategies by category, channel and customer segment, grounded in consumer and competitor research and in a detailed review of the brand’s sales performance. We also recommended operational changes and shaped the next steps for implementation.
Context
This successful and much-admired British luxury brand had a small US footprint, with a loyal customer base. Their ambition, based on market potential, was to double the size of their US business.
Eden McCallum was engaged to develop the robust category and channel strategies to achieve their goals. We put together a team led by a senior partner whose industry experience included launching and building luxury brands internationally.
Approach
We conducted research with US consumers to determine their profile and purchasing habits, a competitor review of pricing and breadth of range, a review of the market and competitive environment, and a financial review of sales channel performance.
These analyses informed development of a category, channel, and consumer strategy for the US market that covered the relative investment allocations and detailed approaches for each product category and channel, alongside an assessment of the operational considerations, and next steps for implementation.
Impact
The resulting strategy validated the ambition to double in size, though with a different category and channel strategy versus the client’s original expectations
Their expansion has now accelerated, with key wholesale account negotiations underway, unprofitable stores closed and the recommended category approach adopted.