Ironing out a refreshed brand identity

A brand identity refresh for fashion brand WhiteStuff

Case study

Working with White Stuff’s senior leadership team to align the business around the future target audience.

White Stuff is a multi-channel fashion lifestyle brand with a strong retail presence in the UK and Germany. The company was founded over 35 years ago and the brand has a heritage in colourful casual clothing. However, they had lost sight of their identity and who they were designing for.

We worked closely with their leadership team to understand who the target customer should be moving forwards.

We ran a quantitative segmentation study across the UK and Germany, and facilitated a series of leadership workshops with the CEO, CFO, and Customer, Design, Merchandising, People Directors. Here we prioritised target segments and generated initiatives to better serve them. We created consumer-centric deliverables, including video and pen portraits to bring the target to life and embed them in the business.

WhiteStuff’s target customers are now the focus across all functions and territories. We helped generate, prioritise and assign agreed actions for the leadership team so next steps were actionable across product, CX, brand and comms. The management team were able to make several transformational decisions off the back of this work, including to phase out childrenswear.

Resulting in a strong brand identity, with customers firmly at the heart of the business.

We were hoping we would find an attitude that united several segments of customers, an attitude that would fit well with our brand vision and purpose. We found it. The team's methodology gave us the data and strategic rigour to get the Board to focus on a core group of people whilst at the same time walk away from others.

Penny Herriman, Customer Director at WhiteStuff

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