Case Study

The Objective: Turn J. Mendel, a fifth-generation, privately held French fur company, into a global luxury fashion brand.

The Result: Identify the core attributes of the brand and create a diversified product line that includes ready-to-wear, evening wear, and accessories to showcase those attributes. Craft a narrative for the brand that showcases its unique heritage, and introduces the owner/designer Gilles Mendel. Establish a platform for the brand to be regarded as a full-fledged fashion house by staging seasonal fashion shows during New York Fashion Week, add an in-house public relations effort to raise awareness and to establish relationships with A-list celebrities. The final piece of the puzzle was the creation of the brand website and seasonal image campaigns that emphasized the unique look and heritage of all J. Mendel products.