Known for its bold use of colour, luxurious fabrics and clean elegant lines, the Roksanda brand has been creating luxury apparel since 2003. Since its launch the brand has evolved to design womenswear, accessories, swimwear and a childrenswear line ‘Blossom’. Roksanda combines old school craftsmanship with clean yet dramatic silhouettes to make it relevant to the modern woman.
Michaela Christine Wolf was asked to help set up Retail Marketing tools and activities to support the launch of the brand’s first retail outlet in London.
To create a consistent brand voice Michaela Christine Wolf started by analysing and developing the brand. Customer research, customer profiling and brand analysis was conducted to better understand who the customers were and how the brand was perceived externally. From the insight gained an overall brand presentation and a brand and CRM bible was created to provide all staff (internal and retail) with in-depth insight and practical tools. The insight gained was also used to guide the brand’s marketing activities for 2014/2015, through the creation of a Commercial Marketing calendar and a customer-centric e-commerce brief for the website re-development. Michaela Christine Wolf also highlighted the importance of customer relationship management for the brand and its new store. A CRM database and system were initiated to drive customer acquisition and retention in the UK and internationally, such as a programme for Middle Eastern customers.