Top international fashion brand, Italy – Living the brand on the shop floor

Our client is a fast-moving, dynamic, and highly ambitious fashion brand company, with a total annual turnover of over 1.3 billion Euros. This leading Italian brand aims to be one of the best-known fashion icons of the world. With the leadership and active involvement of the owner and founder of the Company, they launched an important initiative – the ‘Brand Evangelists Project Team’. To engage with customers successfully, it is vital that the Company’s distinctive brand values are embraced and practiced everywhere in the world: headquarters, subsidiaries and each single store. To foster this alignment and shape a branded culture, they decided to create a new role – the ‘Brand Evangelist’. TMI Italy was asked to support them in creating, training and guiding this group of Brand Champions from seven different countries: Italy, USA, UK, Netherlands, Spain, France and Germany.
 
What was delivered:
  • TMI helped the client’s HR team to define the role profile, select the right people, develop the right skill-set, manage internal relationships, and design creative new approaches aligned with brand values
  • Seven ‘Brand Evangelists’ were carefully selected and prepared to work as a team of Brand Champions across borders
  • Various workshops were designed to prepare Brand Evangelists for their role, including a joint debut presentation in front of 700 store managers and distributors
  • KPI’s defined to measure return on investment (e.g. Internal satisfaction indicators; unit per transaction; conversion rate; customer satisfaction and loyalty indicators).
 
What has been achieved:
  • In the early stages of the project, clear and visible results were reported: increased energy in stores, enthusiastic feedback from store managers and salespeople involved
  • The initiative is being rolled-out to stores worldwide, coupled with further initiatives giving more power and responsibility to stores in delivering an authentic brand experience to customers.