Re-launch the company and its product lines into the $5 billion dollar “handmade” market.
Advance, reinforce and exploit the company’s commitment to building a unique Australian farm-to-garment story.
Devised and conducted business, market, retailer and consumer analyses in both direct and indirect markets.
Leveraged the analysis results to build a brand story that reflected a contemporary, modern, and classic aesthetic that emphasized the client’s unique story.
Built supporting marketing & sales goals, visual and digital media campaigns and communications programs; devised appropriate content to drive integrated sales and marketing in Australia, Europe, and the U.S.
Planned and executed rebranding campaign targeted at retailers, consumers and media.
Planned and executed an Australian media tour of client facilities.
Launched and established the client in the U.S as an emerging leader in handmade and knitwear fashion. Trisha Malcom of Vogue Knitting lauded the client’s impressive efforts to bring back an industry to Australia. Client won the approval of the farm-to-hands movement within retailer and consumer channels.
Industry: Apparel | Handmade
Business Strategy | Retailer Marketing | Communications | Public Relations
Zealana is a trademarked brand of ultra-soft, light, warm and durable luxury hand knitting yarns, produced by Woolyarns Limited in New Zealand. Woolyarns is a leading yarn innovator dedicated to elevating New Zealand’s already-superior natural fibers using the exceptional properties of New Zealand Brushtail Possum fiber.
• Devise a U.S. growth strategy for the Zealana product line.
• Develop U.S. marketing, PR, social/digital strategy/ plan to drive sales growth.
• Shifted from third-party sales to a direct distribution model.
• Expanded direct e-marketing and web content to support direct distribution.
• Managed marketing, communications, and sales for the U.S. retail and consumer channels.
Facilitated transition from third party distributor to direct distribution model for U.S. markets. Developed and manage ongoing visual and content for retailer marketing, U.S. communications and public relations.
Featured work are samples of integrated marketing, communication and sales product and retailer marketing programs. For samples of business and market strategy please contact me directly. For samples of integrated marketing communication programs for CriticalBlue please contact me directly. Work executed by lesly lyn Consulting.