Challenge
Create a proprietary clothing brand for Lenta as international fashion labels were leaving the market.
YouKo / Lenta
Building an independent fashion brand rather than another supermarket private label.
My role
I was responsible for identifying the strategic territory, developing positioning options and shaping the brand platform.
Strategic solution
YouKo needed to feel like an independent fashion brand that happened to be available exclusively at Lenta — not like a conventional supermarket private label.
Outcome
YouKo was launched and is sold through Lenta.
What I delivered
- 01Category and reference analysis
- 02Competitive mapping
- 03Identifying market white space
- 04Positioning territories
- 05Brand platform elements
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