Brand Name: Antonovich Furs
Product/Service Type or Description: Retail/Consumer Products
Overview:
MZI Global Inc. Repackages Old as New and Sells to the World
In the 1970s Antonovich Furs carried clout as a leader in the fur market. In the new Internet-age Antonovich found itself in dire need of help maintaining its advantageous position. MZI Global Inc. decided on using the power of the Antonovich name to retain and bring back customers. MZI Global Inc. was successful in bringing the Antonovich product line into the current market by bringing together images from the 1980s spread and infusing it with a modern appeal.
Client Objective:
- Antonovich Furs wished to recapture their former prestige in new era
Marketing Challenge:
- Re-establish Antonovich as a leading household brand in fur coats
- Keep within restricted budget
- Make dated spread appear fresh and original
- Position the Antonovich brand name for prime product placement
MZI Global® Solutions:
- MZI Global Inc. used a comprehensive dual-phase marketing campaign by:
- Reviving the 1980s branding with a contemporary market twist
- Using product positioning on the web
- MZI Global Inc. promoted Antonovich as a high-end e-merchant with a:
- Vast selection of fur coats
- Reasonable price range
- MZI Global Inc. used Ethnosynergism® to connect Antonovich Furs emotionally with the female market.
- We showed how women should commemorate special occasions, and their growing financial independence, with the purchase of a fur coat. The strategy was to market Antonovich fur coats as a vital fashion accessory for every woman and every occasion.
MZI Global® Results:
- Market strategizing and image enhancement of Antonovich Furs
- Enhanced customer service
- MZI Global Inc. achieved 100% of their client’s objectives
- Idea liquidation vehicle