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Posted in: Brand Positioning & Development, Ethnographic/Secret Shopper, Fashion, International, Retail


Challenge: Michele, a luxury watch brand, had continued to move upscale since its introduction in the U.S. (from South America) and the company needed to develop a new positioning platform that better reflected the brand.

Objective: Plan-it worked with Michele and its agency Toth, to reposition the brand among fashion forward consumers.

Solution: Plan-it conducted exploratory research among both customers and prospects of the brand, to explore their lifestyles, attitudes toward the Michele brand and specific Michele products, and how to most effectively attract and retain new and current users to the brand. Owners/prospects were exposed to a wide range of watch models, image boards, and merchandising concepts within mock retail environments to obtain real-world reactions to the brand and identify opportunities for growth and loyalty.

Result: Based on our work, Plan-it made recommendations for a new Michele brand positioning platform, including tone and key support points, and made suggestions for in-store merchandising, promotional ideas, and product/line extensions.