Replay, a denim based brand into 360 degree lifestyle brand through Licensing.

Process:

Created a strategy to provide a wide range of products from best-in-class partners which would appeal to a range of Replay denim consumers across the globe. Extreme care was taken in partner selection to ensure licensees understood the core brand principles, and how important marketing investment was to build brand communication. Design and quality was paramount to protect the brands integrity, and was rigorously checked at all stages. Product launches were carefully managed. Catalogues were a critical part of the communication ensuring all products flowed seamlessly as one collection.