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PROJECT OVERVIEW
Developed a 10-year brand augmentation strategy for Celine, identifying long-term growth opportunities while preserving the brand’s heritage, minimalist design philosophy, and luxury positioning.
DELIVERABLES
10-Year Brand Augmentation Strategy
MY ROLE
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Conducted in-depth research on Celine’s brand vision, heritage, and core values to inform strategic direction.
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Performed a brand analysis using the Brand Equity Model to evaluate positioning, strength, and growth opportunities.
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Forecasted 10-year trends across luxury sectors to guide strategic decision-making and future growth initiatives.
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Identified underperforming product categories and recommended withdrawal to strengthen brand focus and coherence.
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Contributed to the development of Celine’s long-term brand strategy, including initiatives for leather goods and the Résidence Triomphe project.
MY LEARNINGS
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Learned the strategic value of PESTEL analysis in assessing macro-environmental factors for brand planning.
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Understood the importance of trend forecasting in shaping long-term brand strategies.
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Realized that focused, realistic steps are more effective than overextending initiatives when building a successful strategy.
PROCESS
01
Brand Research & Analysis
Conducted in-depth brand analysis, including development of a brand equity model to assess positioning and strengths.
02
Trend Forecasting
Analyzed long-term trends across multiple luxury sectors to identify future market shifts and opportunities.
03
Strategic Insight Development
Synthesized research findings to determine key strategic directions for the brand.
04
Strategy Formation
Developed a comprehensive 10-year brand strategy aligned with projected industry evolution.
TEAM
Anushka Khale, Molly Daines, Nimrata Singh