Case Study for Agency
03-1014966-196

GEOFFREY BEENE

Situation: The Geoffrey Beene designer brand had become a disorganized,
de-centralized, loose confederation of men’s licensed apparel products
lacking a unified vision or focus both at retail and to the ultimate
consumer. There was little consistency in labeling, packaging and brand
identification. There was no coordination or synergy in advertising or
marketing.

Solution: The first challenge was to coordinate 12 licensees,
representing 18 product categories, with the licensor who wanted to
maintain the legacy of the designer, and to get them all to embrace a
consistent vision in all marketing communications. With our extensive
industry knowledge, we analyzed all individual product needs and
prepared a comprehensive brand style guide . We researched both the
retail customer and the consumer, and formulated a brand positioning
that led to the creation of an advertising campaign reflecting that
clear direction. We hosted the first licensing meeting in years and got
a majority of the licensees to approve and fund an advertising
campaign. We negotiated multi-page presence in trade and national
consumer publications that exhibited the formidable strength of an
important fashion brand. All product categories were coordinated for
the look of the season, color and texture. All photography was directed
and styled and photographed collectively. In addition, the strength of
this brand was presented as a unified entity to various retailers.

Results: The brand style guide, and our monitoring of its adherence has
yielded consistency in all labeling and packaging. The advertising has
increased awareness among the retail community and has attained the
highest recall and action taken of any advertised brand as measured by
VISTA study of GQ and Esquire, as well as in the New York Times
Magazine study. Geoffrey Beene is now recognized as a “brand”- not just
a group of products. Most importantly, penetration in the primary
retail target has increased both for existing categories and the
development of new categories. New licensing agreements have been
signed including international partners in Japan, Australia and Mexico.