Repositioning

MARIE CLAIRE

Under the leitmotiv ‘the importance of the invisible’ we generated a mobilising discourse, which put women at the centre and made their current problems and needs visible.

CITY: VALENCIA

CLIENT: MARIE CLAIRE

SERVICES: COMMUNICATION

Repositioning - Marie Claire - Signne Creative House

The challenge was not easy: to create a tailored repositioning strategy to relaunch an intimate’s fashion firm with over 100 years of history. The brand returned to market with a renewed product portfolio that combined design and brand expertise. All this framed in a new society with a new feeling, new market demands, and new needs to cover.

We wanted to create a brand-universe that put women first and, secondly, their relationship with the brand through its products. A universe that also appealed to haberdasheries, a trade which is very much linked to the tradition and good work of the brand.

And this way Marie Claire broke her silence. And she did so by leaving taboos behind and striking up a conversation with women, with all women, highlighting the most real – and most beautiful – side of femininity. The piece went viral, and its message is now part of the brand’s day to day life.