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Her Style

Helping a Brand that Faces an Identity Crisis
  • Strategy Development
  • International Marketing
  • Brand Management
  • Implementation: IMC
  • Consulting
  • Ethnosynergism



Brand Name: Her Style

Product/Service Type or Description: Retail


Overview:
Established Secure Presence in U.S. market and Resolved Brand Identity Crisis for Overseas Clothing Manufacturer

Her Style, an overseas clothing manufacturer, lacks a recognizable/consistent brand identity.  Her Style was separated into two different sub-brands: Her Style Boutique and American Angel, as a result both brands suffered from identity crises. Seeking expansion into the U.S., MZI Global® market entrant experts successfully Americanized the clothing manufacturer as well as provided damage control which tweaked the negative and inconsistent components of the brand.

Situation Analysis:
  • Her Style was in need of a market development strategy for smooth transition into the U.S. market
  • Locate competitive advantage of Her Style that would position it to be cohesive and fulfill U.S. market standards
  • Lack of consistent brand identity

Client Challenge:
  • Develop a brand identity that would unify and identify Her Style Boutique and American Angel
  • Utilize strategic tactics that would effectively introduce the brand into the U.S. fashion industry

MZI Global® Solutions:
  • The strategy utilized an integrated marketing approach:
  • Producing a series of print ads in several national fashion publications
  • Created trade show displays that reinforced the brand image
  • Outdoor ad placements: billboards, etc.
  • Used database marketing to compile lists of potential customers, and sent them direct mail pieces
  • Published catalog to capture the needs of the targeted end consumer
  • Used Ethnosynergism® business model to convert the foreign company into an Americanized brand
  • Development of a logo that ties the separate sub-brands together, under one name, providing a consistent foundation for building a unified brand identity 
  • Gave a competitive advantage by instituting a defined personality for Her Style merchandise
  • Published press package to promote consistent brand awareness

MZI Global® Results:
  • Her Style logo was delivered across multiple advertising mediums and generated a tremendous customer base with the debut catalog
  • Gave Her Style an identifiable image
  • Rose from brand crises to become an Americanized brand within the fashion industry