agency: IN-HOUSE client: M0851 industry: RETAIL
BACKSTORY
Handcrafted in Montreal since 1987, m0851 is a lifestyle brand that designs and manufactures leather bags, accessories and jackets. Known for sourcing quality raw materials and designing products that strike a balance between charm and functionality, m0851 leathers get better with age, becoming a real extension of the owner’s unique personality.
Over its 30 years of existence, m0851 has gained popularity through word of mouth endorsement with friends and fans in many places. Today, m0851 caters to a diverse clientele in 16 concept boutiques located around the world in places such as Montreal, Toronto, Vancouver, Tokyo, Osaka, Beijing and New York.
CHALLENGE
As its first foray into the US market, m0851 established its flagship store in NYC. Applying their tried and true tactics to generate sales, m0851 leadership quickly realized that achieving success in the US would require a different approach, including a local partner to formulate, test and validate US specific retail strategies.
INSIGHT
With functionality and charm at the forefront of m0851’s product design story, it was eye-opening to find their merchandising standards were heavy on charm and light on functionality. Flipping the script to dial up function, merchandising took on a new role, allowing products to fully showcase use. From wallets and pouches to scarves and bags, rethinking display tactics was a game changer.
Buying behaviors of customers looking to purchase leather jackets exposed another game changing opportunity. Observing both men and women shopping for leather jackets, customers expressed a high level of concern regarding the tight fit and stiffness of the leather, skeptical that the leather would stretch or soften, more oft than not, resulting in missed sales. To counter this, a curated collection of aged leather jackets effectively removed skepticism, enabling a more assured experience.
Also contributing to missed sales, was a lack of larger sizes, a reflection of demand in other markets for smaller sizes. A rotation of inventory amongst stores, provided the US with XL and XXL for men, and sizes 10-14 for women, which quickly converted to sales, validating the size differential, and triggering a much needed change in size manufacturing.
IN ACTION
From windows to interior displays, leading with function and form proved to be the US charm.
