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Goat is a truly British luxury fashion brand, established by founder and designer Jane Lewis in 2001. The brand is synonymous with understated luxury, timeless styles, tailored silhouettes and offers a full ready-to-wear collection.


Michaela Christine Wolf Ltd has been asked to review the marketing side of the brand and gather customer insight to then give strategic recommendations and an action plan on how to increase the turnover of the business and penetrate the UK home market as a base for international expansion with a main focus on the recently launched flagship boutique in the heart of London’s Mayfair. 


A broad range of research, including brand analysis, situation analysis, mystery shopping, customer 'Jobs-to-be-done' interviews as well as stakeholder interviews was conducted. The research provided insights into the strengths, weaknesses, opportunities and threats of the company, and formed the foundation for strategic recommendations to support the brand's growth targets. The insights thus allowed the formulation of customer-centric marketing recommendations that focus on the growth of brand awareness, the implementation of CRM data management, the creation of a CRM acquisition and retention plan, reporting to help identify key growth opportunities, and distribution.