LA MAISON SIMONS

 
Giving La Maison Simons a New Raison D'être
 
FROM THE CRÈME DE LA CRÈME...

La Maison Simons was a market-leading fashion chain in need of a little je ne sais quoi. Which is why they challenged Perennial to give them an avant-garde brand position. Something that would uncover, define, and articulate what they're all about, while creating a brand-right verbal and visual vocabulary. The pièce de résistance? More clarity for their in-house sub-brands, making Simons shoppable as well as chic.

 
...TO AN OBJET D'ART

Firstly, we had a tête-à-tête with the Simons positioning statement, redefining the brand as "An innovative fashion mecca with a focus on humanity". Creating solidarity and consistency around this new position, we held working sessions to make sure the Simons team understood their company, their product, and their customers. Then we reintroduced the Icône label, having uncovered the need for a line that catered to women aged 25-45, and we created a new lingerie brand, Miiyu. Finally, we developed a full signage guidelines and hierarchy package to deliver a clearly defined brand expression. All coming together to bring fresh joie de vivre to the Simons team, its many areas of business and its customers.

 
 
  • Simons
  • Simons
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