Broadcast

Background

Broadcast is a Shanghainese womenswear label founded in 1997. From one shop in Guangdong, Broadcast has quickly established itself to become one of the top ten labels in China, with currently over 700 shops and touch/selling points across the nation.

The design team at Broadcast was led by Wang Tao, who honed her skills whilst studying at Tokyo’s renowned Tokyo Mode Gakuen in the late 1980s, where she won several awards for her fashion designs. Over the next ten years, Wang worked in Japan and London with famous independent labels Junko Koshino and Rebel Belle London before returning to China where she was appointed Brand Director for Broadcast in 2004. With her background, Wang successfully led the design team to integrate international and popular fashion concepts with Broadcast, whilst never compromising on quality. The result was a perfect combination of Western fashion elements and Eastern temperaments – where layering and colours play a large part in meeting the requirements of today’s urban culturalist for varied occasions, moods, and personalities.

Challenge/opportunity

• Top 10 women fashion brands in China
• More than 700 touch/selling points
• Franchising, direct and affiliates
• Slowing rate of growth after 15 years’ success
• Compromised brand values

Solution

• Moving from Wholesale/Franchising to Multi-Channel
• Balancing between revenue generation and brand values
• Collaboration between internal departments and external stakeholders to achieve
  • Customer Insight
  • Brand re-positioning
  • Franchise management
  • OTB processes
  • Retail services

Deliverables

• Strategic Review
• Brand Positioning
• Range Strategies
• Merchandising
• Franchise Management
• Retail Services
• Business Models
• Organisation Impact
• Systems Overview
• Roadmap
• 7-Points Transformation Plan

Benefits

• Aligned vision and strategy
• Brand-repositioning: Stronger Brand Positioning, Core Values and Target Customer definition

CATEGORY: Omni-Channel consulting

SOLUTIONS: OCm²

DELIVERABLES: Omni-Channel Strategic Consulting Methodology OCm²