Michele Watches
Identifying surprising segments: When femininity is a declaration declare power, success & joy
Category: Accessories/Apparel
Services: Research, brand workshop, brand strategy
The situation
Michele watches are upscale, oversized timepieces that use strong details and semi-precious stones to create boldly feminine look. Still refined and well-crafted, they are often gifts for milestones like graduations and birthdays.
The strategy
Where else could the brand go beyond sorority houses and country club brunches? We discovered the less-obvious target of the self-made woman, often a woman of color who saw femininity as a source of power and dressing as armor and fuel.
tools: Stakeholders, social listening, audits and hypotheses, MRI/Simmons
Key ideas:
#luxury & the new dressing of success
We landed on a core strategy that comfortably held the original customers and fans while appealing to more of the emerging new customers - ones who were also most likely to buy multiple pieces and gift them to friends.
The strategy was introduced in a 2-day multi-team workshop. Goals to bring it life beyond a deck and enroll everyone in the new brand vision.
We identified successful, ambitious women of color as an unrecognized current & growth market
research unearthed OOTD-style styling lovers as a key fandom with influence (and repeat purchases)
Even Oprah is living out this brand strategy