Positioning private label brands

The Optic market had entered a new era offering products with a powerful combination of lower prices and trendier designs. The client had 3 existing private label brands, however without a unique brand positioning and story behind each brand, brand recognition was very low and sales were suffering.

Research and analyze the optic market to strategically advise on the number and structure of private label brands to proceed with. Once this decision was made, the strategy included creating unique brand positionings to clearly differentiate between the brands.

• Brand Architecture: Interviews with consumers, employees and sales managers gave insight into what matters most to consumers when purchasing eyewear. For example, are consumers more or less brand sensitive when purchasing sunglasses? Is a lower price more important when selecting eyeglasses versus sunglasses?The research findings indicated substantially different consumer needs when purchasing eyeglasses versus sunglasses.Strategic recommendation: Create 2 new private label brands.
• Brand Strategy:  Create 2 brand names, 2 positionings and 2 brand platforms to communicate each brand’s unique offering:
  • Eyewear Brand #1: Price-driven and positioned as financially accessible for consumers looking for a smart choice (eyeglasses and sunglasses)
  • Eyewear Brand #2: Fashion-driven and positioned as bold and inspirational for the trendier consumer (eyeglasses and sunglasses)

After our work together, the client successfully launched both brands and a strong foundation was laid to capture the growing eyewear market.