Conducting a Brand Performance Review &Identity Update
Client
CIFF - Copenhagen Fashion Fair
My Role
Strategist
Context
CIFF - Copenhagen International Fashion Fair is the largest and the longest running fashion show in Northern Europe has set its foot firmly in the fashion market.
Along the way, it has reinvented the trade show concept and earned a reputation for being one of the Europes most dynamic and innovative sales platform.
Strategic Challenge
The fashion industry is always changing and consumers and suppliers are becoming more aware of the impact of these changes on their businesses and business position.
With the changing landscape, how might we help CIFF keep its leading market position, in this ever-changing landscape?
Research - 6 Week Research Sprint
We embarked on a research sprint to understand the current landscape CIFF was working with;
We aimed to understand:
What type of brands CIFF caters towards
What CIFF offers to their brands
What keeps their brands and what makes their brands leave?
Insights
‘ A profession with constant fear ’
This fear has been driving fashion to become one of the fastest-growing industries, and the same fear is also the rooted barrier that slows down the shift towards a sustainable future.
Key Findings
Brands don’t have a strong opinion about CIFF
Over 50% of interviewed brands claim a cold experience and do not feel a sense of belonging at CIFF
CIFF is seen as a facilitator, not a trend-setter
Re-branding Solution
Curating a ‘CIFF Feeling’
With the prevalence of fear in the fashion industry, we curated ‘The CIFF Feeling’ that establish a:
‘safe environment that welcomes and fosters growth and knowledge’
An association of a caring, safe, knowledge-sharing environment, and eventually the feeling of a community
Vision
Increase CIFF’s revenue stream and integrate them successfully in the sustainable fashion shift.
Developing a Brand Personality
We created a brand personality that could be described as
‘The one in the group that holds all the dinner parties, introduces her friends to other friends. She loves fashion, vibrant colors, mix-match textures and knows what's new what's next. If you need any, she probably has an answer or she knows someone that has one. Everyone loves working with her, because she has a great vision, gets everyone involved, and leaves no one behind.’
Strategic Pillars
New Strategy
With the prevalence of fear in the fashion industry
We curated a system for CIFF to establish a safe environment that welcomes and fosters growth and knowledge.
Visual Shift
CIFF represents Copenhagen on an international stage, and Copenhagen is an inviting and vibrant city. The use of vibrant colors aims to increase inclusivity and encourage diversity. Therefore, we decided to advise a visual shift in which we move from …
Conservative Color
Minimal & Modern Logo
Business Communication
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Inviting & Vibrant Colors
Organic & Dynamic Logo
Inclusive Communication
Mission
Curate a system for CIFF to establish a safe environment that welcomes and fosters growth and knowledge.
Relevant
We seek to remain up to date with current issues, trends, and transformations. Our constant awareness of the dynamic landscape fosters our continuous innovation that allows us to remain relevant
Spatial Shift
CIFF uses Bella Centre as a hub where it invites brands to showcase their products. Yet the large space is empty and stands at trade show events are not set up in an inviting manner.
We decided to advise CIFF to use a circular spatial design to create a more warm and inviting environment.
Cold Experience
Lacks a Sense of Community
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Warm and Inviting Environment
Positive Interactions
Social Shift
After understanding what brands value from CIFF and what they want to see from CIFF, we advised CIFF to shift their focus and create initiatives that transform….
Business sharing
Seasonality focus
Service
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We provide exceptional services and strive to be a figure that our clients can look up to. We achieve this by being reliable, available, and a confident player.
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Influential
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Knowledge sharing
Long term focus
User involvement
We invite and connect clients, the company, and, other industries, with the aim to exchange ideas, curate shared expertise, and normalise knowledge sharing.
Intelligent
We provide a rich source of knowledge and circular cycle of interdisciplinary teaching. We pride ourselves as a clever figure that nurtures learning
Host
We invite and connect clients, the company, and, other industries, with the aim to exchange ideas, curate shared expertise, and normalise knowledge sharing.
Genuine
