Case
A new jewellery brand shifted to a 70% DTC model
Turning creative ambition into a launch structure
CONFIDENTIAL, founder of CONFIDENTIAL, had developed a debut jewellery collection and identified potential markets. The business needed a clear position and a commercial structure for launch.
Taking aim
We connected brand positioning with the product range and pricing architecture. Each product was given a defined role within the collection. We also reviewed the original wholesale led distribution plan against the economics of the business.
Taking the shot
The launch model shifted towards direct to consumer, with wholesale retained as a selective channel.
Hitting the mark
CONFIDENTIAL moved forward with a unified brand position, tiered pricing and a 30% wholesale, 70% direct to consumer channel mix. Pricing sets the position a brand can occupy before its first sale.