Context
A furniture company, 50+ years in the industry, sought high-end market entry. Challenges included outdated brand, poor customer experience, low loyalty, incoherent communication, and dynamic market conditions.
Solution
Comprehensive strategy to enhance brand equity, integrate sustainability and omnichannel, innovate product-service systems (leasing), upgrade showrooms and advertising, and align business model.
Outcome
Repositioned as a high-end, luxury Italian furniture brand targeting women 25+, aiming for increased market share and brand perception within two years.