The Mission: To turn J. Mendel, a fifth generation French fur company, into a global luxury fashion brand.
The Challenge: To take a small, privately-held, family-run business, devoid of a deep pocketed investor but with a cult like following for fur and make it competitive with the world’s most successful multi-million dollar prestige fashion brands.
The Solution: First we identified the core attributes of the brand and created a diversified product line including ready-to-wear and eveningwear to showcase those attributes. Next we created a platform for the brand to be regarded as a full fledged fashion house; this was accomplished by staging seasonal fashion shows during New York Fashion Week. Building an in house public relations effort was key to raising awareness of the brand and establishing owner Gilles Mendel as a fashion designer. The final piece of the puzzle was the creation of a virtual home for the brand and the crafting of seasonal image campaigns that emphasized the unique look and products of J. Mendel. These image driven ads ran in top fashion publications such as Vogue, W, French Vogue, Elle, Russian Vogue, Harpers Bazaar, Town and Country and Bergdorf Goodman Magazine.
Currently working in a consulting capacity to create a content strategy to engage viewers across all social platforms.