Challenge: Plan-it assisted London Fog with numerous planning and research projects, including positioning and creative development to evolve the brand beyond its “raincoat” heritage and extend the brand’s appeal to a broader range of products. As part of our ongoing work with London Fog, Plan-it advised the brand on the viability of new concepts and strategies for retaining current customers and attracting potential customers.

Objective: To develop an optimal brand positioning to evolve the brand and serve as the foundation for future communications, and help drive new product ideas to support the repositioning.

Solution: Several phases of qualitative work were conducted, including Exploratory into the core values, brand elasticity and opportunities for redefining the brand; in addition, in-depth interviews were conducted among customers/prospects, exposing new creative concepts and image boards, and using varied techniques to help create a new “brand book profile” for communications. Finally, customers/prospects were given the opportunity to make shopping decisions on various styles/fashions that would appeal and fit the new brand.

Result: London Fog launched the new identity across all levels of communications, and implemented merchandising and service recommendations to support it.