The Outnet
The Outnet
Challenge
THE OUTNET had grown quickly, but the brand was inconsistent & promotional, appealing mainly to a young, less affluent demographic.
The business needed someone to quickly and profoundly understand the customer and distil insight led strategies that delivered commercial needs whilst building a unique premium luxury that effortlessly tackled the paradox of luxury and discount their actions, sparking a passion for luxury marketing and brand strategy.
Action
As a result of my extensive analysis of commercial needs and resource planning, I scaled my team from 5 to a global team of 13, and used varied data sources to fuel a customer first approach, unearthing new customer segments along the way.
Using this approach, I pioneered a shift in brand strategy towards a brand-led seasonal approach coupled with a commercially led customer strategy to drive incremental monthly trade.
Our new brand strategy led to the production of seasonal campaigns featuring the likes of Amber Valletta, and a global brand campaign called ‘The Cat’s Out The Bag,’ which trialled new media formats for the YNAP group resulting in other brands following suit. relatable and the remarkable.
Results
This customer-led brand strategy changed the face of the business and its perception of the customer. This sparked a YNAP group-wide customer mapping and brand optimisation exercise, in which I led as the voice of THE OUTNET. By carving out the brand in this way, I was able to facilitate €92m in new customer annual revenue and a 12% YOY improvement in key brand metrics.
