The company, with a strong heritage and a strong retail presence in Europe and the US, had faced several challenges in Asia, where it was sold through irrelevant channels that had affected its brand positioning and sales potential. Besides this, few standard and sales-oriented marketing initiatives had not helped revive the brand and its sales fortune.
Business plan for ASEAN + Japan
Assessment of existing retail distributers in China
Appointment of distributors for ASEAN, layout of the Marketing strategy for ASEAN
Texere Advisors engagement in China market restructuring
Appointment of new China distributor
Termination of existing retail network
Appointment of Texere Advisors as temporary management of APAC Hong Kong office
Geographic extension of Texere Advisors scope
Opening of first retail stores in ASEAN and mainland China
Roll out of marketing plan to support retail expansion
The brand’s positioning is now in line with its customer audience thanks to a restructuring of its distribution network and revived marketing initiatives that enhance the brand experience and aura. The temporary management of the Asia Pacific office was added to Texere Advisors’ job scope.