Decoding the four components of a successful retail brand positioning, as pioneered by LVHM and Kering. Applying this framework to the repositioning attempt of Tibi, an advanced contemporary women's brand.
3. About Me
You can also find me here:
Newsletter (2x/month)
Twitter: @HeyItsAlexP
NoBestPractices.co
Where I write about digital marketing & ecommerce strategy
Visit for a copy of tonight’s presentation & supplementary reading on this topic
8. Tibi eCommerce Sales Trend
● 2016
○ Off the shoulder top debuts, becomes a bestseller
○ This is the peak year for full price sales
● 2017
○ Total sales continue to increase
○ Growth is driven by the markdown and clearance business
○ Full price sales performance is inconsistent
● 2018
○ Introduce new digital marketing strategy with increased investment
○ Sales grow across price segments (full price, markdown, clearance)
○ Decision to reposition the brand again to restart growth
9. Four Components Of A Successful Brand Repositioning In
Fashion & Luxury
1. Culturally relevant disruption
1. Don’t stop selling the hits
1. Invest in spreading the message
1. Monetize by developing new icons
10. #1: Culturally Relevant Disruption
● Aesthetic departure from existing positioning
● Distinct enough to get the right people mad
● New brand narrative ties to relevant emerging cultural narrative
11. #2: Don’t Stop Selling The Hits
● Success requires a foundation of best-selling brand “icons”
● Continue to sell the icons to fund the repositioning effort
Screenshot: 9/18/21
12. #3: Invest In Spreading The Message
● Marketing blitz in first 1-3 years to get the word out
FAST
● Broad multi-channel push (OOH/print/digital
media, stores, celeb dressing)
● May be unprofitable or less profitable at first
13. #4: Monetize With New Icons
● Frame recognizable brand codes within new positioning framework
● Create hits in new categories, build the base of the product pyramid
● Strong partnership between creative director & merchants
16. #2: Don’t Stop Selling The Hits
Starting in 2019:
● AURs increased $100-200
across categories on average
● Some popular fabric
platforms were discontinued
● Remaining stock of
discontinued items was
hidden on site
● Fewer exclusives offered to
wholesale accounts
17. #3: Invest In Spreading The Message
Starting in mid-2019:
● Redesigned website
● Replaced Fall 2020 show
with in-store experience
● Invested more in campaign
development, including video
● See fall 2020 video here:
https://vimeo.com/448620975
What Stayed The Same:
● Marketing spend at a percent
of projected sales
● PR & influencer strategy
20. Lessons Learned
1. Repositioning is high risk when the bulk of your sales come from apparel.
1. Repositioning is not a growth hack, it’s a growth investment.
1. Modernizing your business model is just as important as modernizing your
brand.
Editor's Notes
[need stats on the growth of the brands pictured]
[need stats on the growth of the brands pictured]
[need stats on marketing investment for Gucci, Balenciaga, YSL, etc.]
