Miladys
In 2015, Miladys decided to shift their business to appeal to a younger, more fashion-forward shopper. This impacted both branding and merchandising and, after two seasons, they realised they were losing their core base. A fundamental course-correction was required to reclaim their credibility and feminine, moderate niche in the market.
When customers love a brand, they love it for a reason. ITI believes that disruption isn't about abandoning what you're known for. It's about celebrating your strengths and communicating them in a contemporary and trend-right way. With this in mind, the team sought to build on the affinity the brand already had and grow its appeal with new customers through credible brand expression. Following this considered intervention, the brand began to see market share returns within a year and, most importantly, gained even more trust and brand popularity than it had before. As a result, in 2022 Miladys was the strongest performing business in the Mr Price Group in terms of growth of market share within its division.
Marketing strategy, trend analyses, seasonal and monthly retail concepts and creative direction, creative shoot co-ordination and art direction, strategic campaigns, in-store signage, monthly shop window roll out, organic and paid social media and web content creation, video concept storyboarding and production management, TV commercial concepts and creative co-ordination, posters, flyers, magazines, press ads, product packaging, PR collateral, catalogues.
