Client: Atelier LAF (Andrew Floyd Brand)
Project: Strategy & Planning
Jewelry designers and siblings Andrew and Laura Floyd of Atelier LAF approached me with the desire to create a stand-alone banner for pieces that Andrew was creating on his own. As a Brand Development Consultant, my role was to survey the market, recommend marketing strategies, lead the development of the communication tools and establish a 5-year plan to help Andrew and Laura meet their objectives. This project involved several client "brandstorm" sessions, as well as interviews with potential customers, ambassadors, competitors and distributors. The main challenge was defining and sizing the market for the product, since the jewelry was quite disruptive in nature: no other brand was offering a comparable value in terms of size, material or complexity. Moreover, Andrew’s pieces did not fit in the popular "Affordable Luxury" category. A detailed plan was designed to define the product positioning, price distribution andpromotional tactics. Measures to mitigate risks were outlined should objectives not be met. To date, the plan has succeeded in securing: a celebrity sale, sales meetings with exclusive premium boutiques in NYC, product placements in leading fashion magazines, and individual customer inquiries.