Introduction
Urbana, a premium men’s formalwear brand from the Future Group competed against industry giants like Louis Philippe, Arrow, and Zodiac. It faced a classic David vs.Goliath scenario. Despite a loyal customer base and positive feedback about the product quality, the brand’s growth had stagnated. As we touched base with customers to understand the reasons, we uncovered a powerful truth. Urbana owners were happy to wear the product on normal days but preferred a bigger brand on important occasions, underscoring the need for enhanced aspirational appeal and badge value.
Cloncusion
To address these challenges, we developed a strategy focused on creating badge value for Urbana. By reimagining its communication and positioning, we elevated the brand’s perception, making it a go-to choice for significant occasions. This transformation helped Urbana compete effectively in the premium segment and resonate with discerning customers.
