Brand Strategy
Breya
Fashion

Breya

Tailoring Indian elegance, with western style.

  • Client : Breya
  • Project Category : Brand Strategy

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Challenge

Challenge

Wondering what to wear is a common dilemma, although the Indian woman’s wardrobe has never looked so vibrant as it does today. The core challenge brand BREYA faced was to develop, create and build a strong sense of brand identity, so that it can relate to its unique target audience.

As a 4 year old brand, BREYA was present across 30 plus exclusive brand outlets in over 20 Indian cities. It was accepted by women in top metros of India as an everyday lifestyle wear, but only as a piece of daily garment, not as a sign of identity.

Execution

Execution

Since BREYA was a brand that was already existing on-ground, our survey results helped deep dive into the minds of its existing as well as prospective customers. The brand needed a sense of identity that would in return help retain and foster – ease, comfort and self-confidence in an Indian woman.

Stage 1

Brand Positioning:

‘Elegance of womanhood’ was the brand positioning that was adopted in order to give rise to sharper creative campaigns, photo shoots and website layouts. The brand guideline book was created keeping this aim in mind, so as to design one single look across all media.

  • Stage 1: Defining the BREYA woman and identifying her in India.
  • Stage 2: Crafting a brand positioning and architecture for the same.
  • Stage 3: Developing a brand book in line with the positioning.
  • Stage 4: On-going testing through paid/organic online + in-store communication.

“We need to connect to the heart of this woman, walking into our stores with dreams, fear, ambition and self-belief in her eyes. We want to be her pehchaan. Through this positioning and campaign work, we hope to see a new connection more than a new sale.”


Pratik Agarwal, Sr. Marketing Manager, BREYA

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