OVERVIEW
Global Distribution for
Luxury Brands
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Retail expansion strategy for beauty brand Glossier.
PROJECT SCOPE
Development of a strategic business plan for a geographical expansion initiative (retail format) for Glossier into a new international market.
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Retail Brand Identity Analysis
Positioning and Distribution
Strategic Planning Process
Country Shortlisting (PESTEL and Market Analysis)
Competitive Analysis
Target Consumers
Store Location, Design, Product
Communication and Promotional Plan
Staffing and Recruiting
Financial Plan
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Brand Inspiration:
Glossier
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Role:
Strategic rationale, retail brand identity analysis, target consumer profiles, digital beauty consumer trends, market exploration and shortlisting, and creative direction.
RETAIL BRAND IDENTITY ANALYSIS
Analysis of Glossier's original brand identity and brand positioning across:
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Product
Property
Product Presentation
Retail Promotional Activities
People
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Consistent treatment applied to the new proposed retail format, with glocalized elements unique to the launch market.
DIGITAL BEAUTY CONSUMER
Analysis of trend insights on the emerging digital beauty consumer segment,
demonstrating their increasing role in beauty.
The proposal further illustrates the opportunity for Glossier as a digitally-led beauty brand, as the segment grows in size and influence.
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CONSUMER PROFILES
Extensive research conducted on the proposed target consumers (Gen Y and Gen Z) within the selected launch market - Australia.
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In-depth consumer persona's developed to bring to life the Australian Glossier consumer, with a key focus on:
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Demographics
Psychographics
Behavioral Traits
Indirect Competition
COUNTRY SHORTLISTING
Opportunity markets identified for Glossier's geographical expansion:
Australia, Germany, and Singapore
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Various analyses were conducted in the screening process to justify relevance and feasibility for the Glossier brand, leading to the prioritization of Australia as the proposed launch market (brick-and-mortar and e-commerce).
