SCOTT KAY

SCOTT KAY – REPOSITION AND GROWTH

Challenge:

• Re-energize and turn-around newly acquired bridal brand previously in decline
• Determine go forward positioning for brand following death of designer and change in ownership

Solution:

• Updated brand positioning  and applied to all activities including POS, web presence, in-store activities, and both consumer and trade-facing advertising and PR
• Developed strategic multi-year, multi-faceted plan to solidify, then grow productive distribution

Results:

• Launched updated brand at JCK Annual Jewelry Trade Show receiving positive response from existing and potential new customers
• Implemented new PR initiative partnering with FIT to honor the brands namesake founder and providing a bridge to the brand’s origins
• Executed aggressive social media campaign successfully engaging target consumers and driving local in-store traffic to retail partners
• Expanded distribution into new major account with successful ongoing roll-out