Brand Name: Seize Sei

Product/Service Type or Description: Fashion & Textiles

Overview:
Introducing Contemporary Asian Fashion to the U.S.

Leading Asian contemporary women’s wear label, Seize Sei was challenged to introduce the innovative collection to the highly competitive U.S. fashion scene. With European inspired designs made from high quality fabric combinations, the label is ready to take on the American market. MZI Global Inc. consulted on the brand management and positioning for the U.S. market and became the independent sales representatives for Seize Sei’s primary introduction to the U.S. fashion industry.

Client Objective:

• Leading Asian fashion company seeks entry into the U.S. market
• Due to the harsh economic realities, fashion buyers are hesitating to invest in new labels
• Promotion of a brand virtually unknown in the U.S.
• Created necessary marketing and branding tools

Marketing Challenge:

• Defining a niche in the U.S. market where existing players have dominant market shares, well-developed sales and distribution channels, and advanced marketing and promotional programs
• Variation of American consumer tastes requires careful positioning of existing lines to target appropriate U.S. consumer segments
• Understanding American body types for appropriate garment sizing and fit
• Promotion of a brand virtually unknown in the U.S.

MZI Global® Solutions:

• Create target audience profiles, which provide a detailed portrait of ideal U.S. consumer segments
• Analyze competitive brand positioning, which would reveal opportunities within existing markets with opportunities for new brand introduction
• Evaluate potential pricing strategies to segmented markets in order to provide a comparative study for which Seize Sei could readjust its pricing for U.S. economic factors
• Identify, interview, and qualify potential U.S. sales representation
• Construct strategic repositioning recommendations for each product line to provide a more targeted approach for U.S. consumer segments

MZI Global® Results:

• Obtained U.S. sales representation for the initiation of Seize Sei into U.S. market
• Identified new target audiences allowing Seize Sei to expand its initial audience
• Provided Seize Sei with greater insight into U.S. consumer retail trends
• Enabled Seize Sei to readjust its market entry strategy for evolving economy and emerging market trends
• Offered detailed analysis of the client’s current market potential and the client’s direct and indirect competition