Stylerunner's underperforming product ranges, Flightmode (FM) and New Guard (NG) presented a significant challenge for the brand, they were lacking in brand recognition and low commercial uptake, necessitating a comprehensive overhaul to rejuvenate a fresh new DNA and brand perception.

I was approached by the newly acquired C Suite at Accent group and tasked with a question "If you could do what you wanted, what would you do?".

The next day, I put forward a proposal to dissolve the current brands, FM and NG and re-formulate a fresh new brand DNA and product strategy under the eponymous brand name 'STYLERUNNER'. I was given 3 weeks to come up with a strat deck and present back.

In collaboration with the in-house planner, we formulated a new brand DNA and product line strategy leveraging comprehensive analysis of the brand's core values, target audience, market trends and wholesale brands sell thru data.

This process involved identifying the unique attributes that would set the brand apart and aligning these with consumer expectations.

A thorough competitor analysis provided insights into gaps in the market, which guided the development of the Stylerunner brand DNA that would resonate with the intended demographic to drive both engagement and growth.

At the same time, I was collaborating with Interior architects, NOISENOISENOISE who were simultaneously designing the 1st Stylerunner bricks and mortar store in Armadale, VIC and ensuring the product, store and consumables were in alignment.

Stylerunner brand was delivered under a cohesive brand strategy, which hinged on delivering product in high-quality fabrics that aligned with current trends and consumer expectations.

By maintaining clear communication throughout the design and production process, the design and production team, ensured a timely delivery and adherence to outlined specifications.

An additional success factor in the launch of the new brand laid in the strong cross functional teamwork with the Marketing and ecomms team to deliver consistent brand messaging across all platforms.

Ultimately, this successful strategy not only enhanced market presence but also fostered a strong community around the brand.