12Storeez is one of the fastest growing companies in Russia - in need for a strong brand ecosystem. Redefining one of the most desired fashion brand in Russia for bigger impact and visibility.

1. CASE STUDY - 12STOREEZ

2. THE AMBITION
12Storeez is a Russian fashion brand dedicated to active
women. It embodies an idea of timeless wardrobe
essentials, creating multiple eye-catching choices on a
day-to-day basis. New collections come out 12 times a
year.
RBK Magazine (business magazine) confirmed that
12Storeez is one the fastest growing companies in Russia.
In 6 years, they can boast 300 professionals, with 16 retail
stores and an online shop - 12storeez.com
Considering this considerable growth, the brand 12Storeez
finally needed to be articulated precisely. And numerous
systems were necessary to make sure the brand was
developing in a seemly manner.

3. THE INSPIRATION
Obsessed about empowering the brand
12Storeez, we investigated the work of the
most renown female storytellers of our time
- from various fields like litterature,
entertainment, music...
Unexpectedly, we started to highlight some
successful patterns that defined their
amazing and talented works over the years.

4. THE INSPIRATION
We identified some very important success
factors to develop an efficient brand narrative:
- A story is personal, about real life and
experience
- A story is a daring attitude, a strong point of
view on the world, whatever people say
- A story is consistent, linked to personal
truth
- A story is crafted, perfected and disciplined
from end to end
We needed to follow those few criteria to build a
great brand ecosystem, pumped with charisma
and efficiency for 12Storeez.

5. THE PLOT
A totally new brand articulation was worked out,
defining an approach that we can define as the
‘first storytelling-driven fashion brand’ in
Russia.
12storeez became the fashion brand that
empowers women to express and spread out
their own stories. A disruptive way to give back
meaning to the fashion industry and play a role
for the women in our society.

6. THE BOX OFFICE
12Storeez immediately started to implement
the brand principles and the toolbox through
all the departments and into their
communication structure.
The company observed an incremental
efficiency in the team work, together with a
deeper understanding and better
implementation of the brand narrative.
The brand continues to grow exponentially
with a clear direction, doubling revenue in
2019 and thinking about international
presence.

7. THE REVIEWS
‘Franck brings the full package of strategy, creativity and world-class
experience. He took on a complicated brief, redefined the problem, and then
solved it in a very creative manner all the way into an actionable set of
recommendations. He did that while bringing the team together under a
common vision for the brand, all in record time and keeping the mood
positive.’
Florian Zimmer, Brand Director -
12Storeez

8. GET YOURSELF IN THE GAME
LET’S HAVE A FIRST TALK
Franck Vinchon
Founder
+7 916 219 26 81 / +33 6 82 61 12 46
franck@neon42.com
neon42.com

9. THANK YOU