Building and Sustaining the Brand in Asia


Before

The company had never developed a consistent and structured presence in Asia even though its products were relatively known in the design community. The management was also not aware of the Asian retail dynamics and expectations in terms of branding, lifestyle positioning, commercial strategy and after sales service.

With Texere Advisors

 

  • Spring 2016Texere Advisors Singapore office

    Mapping of potential partners
    Drafting of a standard contract for retailers

  • Summer 2016Reorganising the distribution

    Meetings with potential dealers
    Negotiation and appointment of new Shanghai and Singapore partners
    Reactivation of Philippine dealer

  • Autumn 2016Building the brand

    Brand building through various marketing initiatives
    Highlights:
    First media editorials in Asia
    Product placement at AD China booth during Salone del Mobile Shanghai.

  • Winter 2016Geographical expansion‚Ä®

    Client expands Texere Advisors’ geography to include Hong Kong and Australia

  • Spring 2017Brand and market development

    Re-engagement of Australian and Hong Kong dealers
    Strong media launch in Asia
    Participation to ‘Design Shanghai’
    First educational visit for architects, media and partners from Asia
    Development of Japanese and Taiwanese markets

Results:

Texere Advisors has continuously brought to its client an in-depth knowledge of different markets and its dynamics, supplying market intelligence and tools to better approach it, while designing an appropriate brand strategy. This has led to multiple benefits for the Brand: brand awareness, retail presence through branded spaces, a structured and systematic approach to the market through implementation of sales and marketing tools, turnover growth and viable long term growth path.