Challenge
Create proprietary fashion brands for Lamoda, ensuring that each occupied a distinct market niche without duplicating other brands in the portfolio.
Lamoda — Mademan + USET
Two distinct fashion brands within one portfolio, each with its own market space and role.
My role
For both projects, I was responsible for market and audience analysis, identifying white space, positioning concepts and brand architecture. For Mademan, I also developed the launch and first-year communications strategy.
Strategic solution
Mademan combines a clear, high-quality everyday wardrobe with more directional capsules for men who do not want to look boring. Its platform: “All of You”. USET offers a versatile, functional wardrobe built around simplicity, compatibility and comfort.
Outcome
Mademan launched in 2024 and USET in 2025. Both public brand presentations retained the core strategic logic.
What I delivered
- 01Category and audience research
- 02Competitive mapping
- 03Identifying white space in the market and portfolio
- 04Positioning territories
- 05Brand platforms and architecture
- 06Mademan communications strategy
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