project: Fourteen x gsus
We all know gsus from back then: the brand was founded in 1993 and reached its peak in 2005 as a successful international fashion label. After that the brand quickly lost in popularity: a common phenomenon in the fashion industry with capricious life cycles.
In 2011 the Varova Fashion Group (who also have brands like Kings of Indigo, Ontour and Sissy Boy under their wings) took over to make the brand profitable again by revitalizing the organization, formulating a new DNA and building a new fresh collection. Fourteen is responsible for defining the repositioning strategy for the brand for the coming years. For this project we work closely with the gsus branding/sales team.
Our tasks include:
- Formulating a marketing strategy to reach the given marketing objectives for short as well as midterm
- Formulating a communications strategy including budget and planning