The Challenge
When a talented fashion designer approached House of Keren in early 2023, she had a vision: to create a luxury womenswear brand that would bridge African textile heritage with contemporary British design. What she needed was a strategic partner to transform this vision into a market-ready brand.
The Client
Assiibey, now a rising star in Birmingham's luxury fashion scene, began as a concept that needed direction. The founder's expertise in western pattern making, combined with her passion for African textiles, provided a unique foundation for a luxury brand – but turning this potential into a successful business required expert guidance.
Our Approach
- Brand Identity Development: Conducted market research, created the brand name "Assiibey," designed a logo and visual identity with African motifs, and established brand guidelines.
- Strategic Marketing Framework: Targeted affluent women aged 28-45, developed multi-channel marketing and social media strategies, and built partnerships with key fashion influencers.
- Business Development Support: Established pricing, wholesale, and retail strategies, built high-end boutique partnerships, and created an e-commerce framework.
The Results
Brand Growth: 200% increase in visibility within six months, 150% social media growth, and 85% positive sentiment in market research.
Sales Performance: 180% increase in quarterly sales, 45% higher transaction value, 75% customer retention, and 90% sell-through rate in boutiques.
Market Penetration: Successfully launched in five UK luxury boutiques, 30% market share in Birmingham, 65% sales from repeat customers, and 40% from referrals.
The House of Keren Impact
Through our strategic intervention, we helped transform Assiibey from a concept to a thriving luxury brand. Our approach ensured clear positioning, a strong visual identity, effective marketing strategies, and a robust business framework.
Client Testimonial
"House of Keren transformed my vision into a successful reality. Their strategic guidance and deep understanding of both luxury branding and cultural fusion helped create not just a fashion brand, but a movement celebrating African textiles in contemporary luxury fashion." - Founder, Assiibey
Looking Forward
- International market expansion
- Limited edition collaborations with African artists
- Sustainable fashion initiatives
- Digital showroom development
Why This Case Study Matters
This success story demonstrates House of Keren's ability to understand unique brand propositions, navigate the luxury fashion market, create fusion brands honoring multiple cultures, and deliver measurable results through strategic branding. For emerging brands in luxury fashion, Assiibey's journey showcases the power of strategic guidance in achieving remarkable growth and recognition.
