Brahmin Handbags

Introducing a new (35 year old) brand.

Retail / E-commerce

THE CHALLENGE

Brahmin - a successful legacy handbag brand - came to Modco with a familiar challenge: find the “new” Brahmin women without alienating their loyal customer base.

With a range of handbags that are as diverse as the people that purchase them, it was critical we develop a targeted communication strategy to reach the new customer without losing the essence of the brand.

The answer was 100% data driven. We created three distinct consumer personas, built off both in-depth analysis of Brahmin’s data and third party research data.

Media executions, creative, and copy were segmented and targeted to each persona (including geographically) for meaningful 1:1 conversations with current and new consumers. The successes we’ve seen from this hyper-targeted strategy have proven that one size doesn't fit all, and personalization continues to deliver results.

THE RESULTS

16%

ahead of revenue goal

18%

increase in site sessions YoY with budget flat

30%+

increase in revenue YoY

← BACK TO Work