Helen Marlen Group is the largest retailer of premium designer clothing in Ukraine. The company has loyal customers - mature, wealthy customers who have been buying things in Helen Marlen for a long time. The brand wanted to attract a new audience - the Millennials. But they did not understand why the jacket from Helen Marlen was better than the jacket from Zara, and many did not even know that there were clothes, besides shoes.
We also needed to create a new recognizable brand visualization system. While working on positioning, we thoroughly analyzed the market and competitors. We found a great idea that would give Helen Marlen a competitive advantage, and structured the brand architecture - made it more understandable to the audience.