In spite of its relative popularity, the brand is not seen by their potential target audience as fashionable.


Semiotics of clothing and fashion in general. Deep dive in the category’s trends, from Telegram channels to retail spaces. Qualitative research of potential audiences, including customer experience analysis. Comprehensive recommendations on changes to the assortment, retail spaces and customer experience. As a result, we created a new brand strategy, which served as the foundation for a new communication strategy.

A completely reimagined brand: updated stores and a new assortment brought changes to the brand’s perception among their potential audience and significant sales growth.

X5 Group
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