LUXURY, FASHION & LIFESTYLE
After decades of healthy growth, the luxury, fashion, and lifestyle industry is battling against the ever-growing challenges of changing markets. Upheavals in the financial world, for example, have produced a change in values among customers. Yesterday's luxury is no longer the luxury of today and tomorrow. Intrinsic and traditional values are gaining importance once again. So brands need to rethink and realign their product and service portfolios.
Additional challenges from issues such as multichannel sales, Web 2.0 and social media, globalization, brand imitation, falling acceptance of high prices, ecological aspects, and cost pressure make it ever more difficult to achieve predictable success. Many of the business strategies and marketing approaches that used to work are no longer effective.
KEYLENS has longstanding experience of helping companies in the luxury, fashion, and lifestyle industry identify new market and customer trends at an early stage, determine growth potential, and ensure the correct alignment of brands, product programs, marketing, and sales activities. We are at home in all industries, from watches, jewelry, cosmetics, perfume, fashion, and accessories to automotive, services, and retail.
Some of the aspects our consultancy focuses on:
- Trend analyses
- Image building and growth strategies
- Target group segmentation based on lifestyle milieus
- Identity-based brand positioning
- Realizing 360° brand experience
- Sales strategies
- Marketing and communication strategies
- Efficiency reviews in marketing and sales
SELECTED KEYLENS PROJECT EXAMPLES
Supplier of premium kitchens
SUPPLIER OF PREMIUM KITCHENS
Issue:
Repositioning the brand
Objective:
Regaining category leadership by developing and implementing a clearly differentiated brand positioning focused on specific target groups
Results:
- We conducted a value-based segmentation of the global premium kitchen market
- Worked out the new positioning, including defining and implementing emotional and functional USPs
- Ensured consistent 360° implementation of the new positioning throughout the entire marketing mix
- Introduced fundamental cultural change to produce a consistently customer-oriented organization
KEYLENS success levers:
Detailed understanding of the brand's status quo via a comprehensive brand audit, and consistently focusing the new positioning on customer needs by incorporating global research into lifestyle milieus
Chain of clothing stores
CHAIN OF CLOTHING STORES
Issue:
Repositioning the company
Objective:
Strengthening retail brand profiling as a basis for expanding the customer base in the regional markets
Results:
- We created a knowledge base by means of analyses/market research
- Determined a new positioning with precise definition of customer benefit
- Identified adjustments to be made in all corporate functions, incl. drawing up a business case
- Closely supported the concept implementation with monthly team meetings
KEYLENS success levers:
Extremely pragmatic transfer of know-how from big business to meet the needs of a medium-sized enterprise
Luxury travel operator
LUXURY TRAVEL OPERATOR
Issue:
Brand strategy turnaround
Objective:
Regaining market leadership by developing and implementing a clearly differentiated brand positioning focused on specific target groups
Results:
- We converted the brand management logic from a product to a customer focus
- Developed a new, lastingly sustainable market segmentation and quantified the sales and profit potential depending on the decisions made regarding positioning and target group
- Formulated the new positioning, incl. special consideration of the requirements of the sales intermediaries (travel agents)
- Defined the unique selling propositions and ensured consistent 360° implementation of the new positioning throughout the entire marketing mix
- Provided interim management support during the implementation process
KEYLENS success levers:
Bringing in practically relevant expertise in luxury marketing and tourism, thereby ensuring the consistency of the new positioning in terms of strategy and implementation
Automaker
AUTOMAKER
Issue:
Customer journey management
Objective:
Reinforcing the brand experience at the customer touchpoints along the entire customer journey in the interest of protecting sales and profits in the long term
Results:
- We identified, evaluated, and prioritized the individual touchpoints along the entire customer journey from the internal perspective, and from the customer perspective that we ascertained in quantitative and qualitative surveys
- Identified white spots
- Mapped the customer contact chains of distinct target groups
- Identified major churn and customer-retention points to configure the 'future touchmap'
- Made recommendations for the structure of ideal customer journeys
- Arranged pilot projects to realize strategic quick wins
KEYLENS success levers:
Combination of in-depth experience in customer management and in the automotive industry as a basis for formulating a new approach to mapping and managing customer journeys
