Charlotte Tilbury
Charlotte Tilbury
A comprehensive brand analysis was conducted on Charlotte Tilbury, a leading non-fashion beauty brand recognised for its luxurious, vintage-inspired aesthetic and empowering approach to beauty. The research focused on consumer behaviour, market positioning, and product insights to inform the development of a strategic capsule collection. Key findings highlighted the brand's strong emotional connection with its audience - individuals who value glamour, confidence, and self-expression. Through competitor analysis and market trend evaluation, opportunities were identified for Charlotte Tilbury to expand beyond beauty into fashion.The outcome was a concept for a capsule collection that translates the brand’s signature identity into wearable pieces. Designed to reflect the sensuality, elegance, and timeless appeal of the Charlotte Tilbury world, the collection offers a natural and cohesive extension into the fashion space while staying true to its core values and visual language.
Ferragamo
Ferragamo
Salvatore Ferragamo’s rebrand was researched through in-depth internal and external analyses, including the Business Model Canvas, McKinsey’s 7S Model, and the PESTLE framework, to assess the brand’s current positioning within the evolving luxury fashion landscape. A comprehensive SWOT analysis was developed to identify key strengths, weaknesses, opportunities, and threats, which informed a refined strategic positioning that bridges the brand’s rich heritage with its modern aspirations under new creative direction. Building on these insights, an advisory report was created, proposing a future-proof business model centred on sustainability, digital innovation, and Gen Z engagement. The report also included a detailed implementation plan and financial justification, outlining projected revenues, cost structures, and return on investment to ensure both strategic relevance and economic viability.
Daily Paper
Daily Paper
Tasked with selecting a Dutch brand to explore for expansion into a new market, Daily Paper was chosen for in-depth research. This included preparing status reports on the brand’s internal analysis, the external market environment, the competitor landscape, consumer behaviour, and cultural relevance. Insights from this research were used to assess Daily Paper’s current global position and to evaluate potential markets for expansion. Following the identification of the most suitable new market, Paris, work is ongoing to develop an Integrated Marketing Communications Plan that outlines strategic messaging, channel selection, and activation tactics tailored to Paris.
