Kimberly Baker hired In Your Head to provide insights and strategies to grow her jewelry collection. After over a decade in business, Baker recognized that she needed to focus on the creative direction and product development of new assortments in order to achieve the success and balance that she desired. With effective press in fashion’s top publications and a cult celebrity following, Kimberly Baker wanted to ensure that marketing and operational efforts continued to map to her customers across each distribution channel.
In Your Head previewed Kimberly Baker’s new collections and evaluated current assortments to score profitability, sales by channel, and projections against macro level trends, marketing relevance, and the competitive landscape. As part of the immersion process, we completed a brand audit, social media review, and assessed marketing efforts to-date in order to identify individual attributes that were unique and authentic to the Kimberly Baker brand.
Outputs included experiential marketing initiatives that would reduce excess inventory without harming the Kimberly Baker brand or alienating loyalists. In Your Head provided recommendations within the final presentation to promote efficiencies with calendar planning, agendas, and channel strategies for targeted growth. Post-launch, we provided quarterly consultation with Kimberly Baker to ensure that unseen profit pools and strategic partnerships were being implemented successfully.