Redefining the Karen Millen brand which was facing increased stress at the upper end of high street fashion retail.
Reposition Karen Millen to better reflect the famous precision cut and atelier model, its prime differentiators.
Garrett Reil with Beyond London.
Fashion brand redesign: Attracting a new generation of customer to a high street fashion label whilst consolidating the loyal base. A redefinition of the brand essence led to a subtle, yet distinctive new logotype. And, a change of colour balance brought a more minimal premium look — a fresh white brand world with distinctive accent colour.
Challenge A fashion brand at the ‘top end of the high street’, Karen Millen was being squeezed by changing buying patterns.
Solution A crisp, elegantly redefined brand, aligning the new precision in brand identity with KM’s famed garment cut and design credentials.
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