Meaningful growth. Nícoli´s brand culture: designing a space for intergenerational coexistence.
To drive the growth, especially in the international field, of a brand that started in children's fashion and today has two generations of customers.
THE ACHIEVEMENTS
Internationalization of the brand in record time.
Design of a brand culture capable of defining and boosting the connection with teenagers and mothers.
Transforming a previously personal and intuitive formula into a management model.
Generate an empathetic culture of connections with teenage targets, far from conventional marketing and advertising.
A solid and sustained growth, coinciding with the crisis of other conventional models.
Development of a solid dynamic of digital business growth.
The growth of contemporary brands is closely linked to the design of innovative strategic visions of their target audiences, beyond closed and exclusive profiles, which are not very generative.
The new brand cultures are capable of encompassing radically different types of targets. The key is to design and build a shared territory, relevant to all of them. This strategy creates the capacity to attract and integrate different identities, allowing companies to experience very significant growth. The key: a deep knowledge of the targets from a profoundly human perspective. A radical empathy.
Nícoli, a leading brand in a very specific segment of children's fashion, is a paradigmatic example of growth based on its own formula for success, symbolized by its ability to connect mothers with teenagers, who operate as the brand's great promoters, under a radical and unprecedented intergenerational coexistence. Two groups of targets that are antagonistic in principle, but that nevertheless live together in a brand that works with a focus on people, their emotions and needs, not on fashion and its often unproductive dictates in the prêt – à – porter.
The Brand Strategy designed by Nadie articulates an identity and values that are both solid and extremely flexible, free of ties and conventions, to face an ambitious expansion period. Creating a new Brand Culture that promotes a natural, sustained and coherent growth with its trajectory in time. And that contains the new objectives of an evolved brand: to integrate relevant, contemporary values, connected to a current context in which being a fashion brand means much more than being a sum of clothing stores. And in which a consistent and well-declined style, a connecting commitment to the use of Instagram by teenagers and a sensitive understanding of what this vital moment means, can replace everything that until yesterday we understood by branding and marketing.