EDGE

Retail

Workplace

Leisure & Hospitality

Assisting luxury Chinese fashion brand refine and evolve positioning.

Client:

SEC Fashion

Location:

Stores throughout China

Brief:

To refine the brand strategy and create a flagship blueprint for a leading luxury Chinese ‘haute couture’ fashion brand, helping it evolve into China’s leading women’s home-grown women's wear brand. To meet the desire for ‘a space that showcases the originality of the catwalk, which connects me with the energetic movement of the designer’s collection and celebrates the distinctive detail of the clothes that I expect from SEC; forever changing.’

What’s the Big Idea?

‘Elegant Expression Of Energy’: a celebration of distinctive detail and glamour. EDGE worked with SEC Fashion to create not only an environment which would house the brand’s luxurious, elegant and individual clothing (created in both ready-to-wear and haute couture collections), but also to evolve the brand’s strategic and cultural approach by moving from a static store presentation to the use of seasonal stories and creating an unforgettable in-store experience, with the highest levels of service and, above all, by ensuring a change of ethos from selling apparel to selling a lifestyle.

Return on Investment:

SEC Fashion is now perfectly placed to become a source of national pride, developing a home-grown luxury fashion brand that targets the aspirations of modern female luxury shoppers - hard working, successful and independent - who know what they want and are not shy about demanding it.

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