CHALLENGE

In the early aughts, Lucky Brand was struggling. Efforts to reinvent itself by steering away from its casual, bohemian look, and classic denim had proven unsuccessful. Dwindling sales, low public relations interest, poor social media presence, and high email opt-out rates continued to mount. 

Under new management Lucky strove to return to its roots. It aimed to reimagine all aspects of the brand, from the design of products and stores to visual merchandising and its retail presence. To reposition itself for long-term growth, there would also be a need to rebuild all facets of marketing and public relations.

SOLUTION

Elevate the heritage brand through new creative architecture, positioning, and content reflecting a modern denim lifestyle.

Lucky committed to a marketing and PR strategy that positioned both the brand and the fashion as a lifestyle seen from its denim-centric, Southern California perspective. A cornerstone of the repositioning was its slogan Denim Democracy, the notion that body type shouldn't influence what fit or style denim one can wear. The new messaging and brand identity platform anchored the company and influenced all facets of marketing, notably advertising, public relations, content, and store experience.

The company reintroduced itself to the editorial community by hosting a gifting program, Measure of Style, which offered personal fit sessions with its head of denim design to help editors understand the perfect fit - for their style. Retail stores would transform the sales experience focusing on denim education and "find your perfect fit" events.  

The introduction of a digital marketing strategy transformed email marketing, Facebook, Twitter, and Instagram into content-distribution platforms highlighting new products, exclusive collaborations, and cultural influences that aspire to the Lucky lifestyle. The company would launch an influencer program comprised of stylists, bloggers and tastemakers to reinforce the brand's editorial with unpaid tweets, posts, and pics. 

IMPACT

Two years after initiating a top-to-bottom revamp, Lucky reported that sales reached $461.7 million, reflecting a 10 percent increase from the previous year. Three years after the turnaround, the brand expanded globally to South Africa, Dubai, Indonesia, and Panama.

A focused content strategy organically grew the social community from 30,000 to nearly 500,000 in less than four years, while doubling the customer email database. The brand's influencer program grew to 450 unpaid bloggers, editors, stylists, and tastemakers who regularly showed support across social platforms.

Exposure in top-tier magazines grew 640% from 2010 through 2015, resulting in features in The Wall Street Journal, T Magazine and Architectural Digest. With better cachet, Lucky collaborated with respected designers such as John Robshaw, Carolina Irving and Melissa Joy Manning. Return on ad spend (ROAS) averaged >250% across digital and traditional advertising media.