The Scandinavian fashion house J.Lindeberg was founded in Stockholm in 1996 with the vision to build an international brand for progressive and aware consumers. The brand quickly gained popularity both in Sweden and internationally. The product range has increased through the years, including a full range of menswear and womenswear for golf, racket and outdoor.
In the last few years, J.Lindeberg has undertaken major shifts with a new ownership and management team. With that came the new objective of growing into the world’s no. 1 brand spanning fashion and sports. The ambition was to make a permanent and clear strategic shift that secures a long-term relevance for customers and deliver increased revenue in the near future.
—I like that Lynxeye challenged us. Even with our company values, where we thought we were done, you really helped us push it to the next level.
Lynxeye provided J.Lindeberg with increased market landscape understanding by uncovering new insights about its selected core target group. Future growth opportunities could be identified and quantified, and a sharper, purpose-driven brand strategy was developed.
Hands-on co-creation and close collaboration with the client was the key success factor in this project. The project spanned across 4 months and covered market research, quantitative surveys, segmentation, targeting strategy, brand strategy and initiatives for growth.
12 workshops were held with participants across geographies and roles. 2,000+ quantitative research data points were analysed to create market segmentation and uncover customer insights.
J.Lindeberg will immediately start implementing its new strategy and acting on growth initiatives in 2022, aiming to quadruple its turnover in the coming years.
—This is our soul. We have been in search for the last 10 years and now we can clearly see who we are and where we are going. It is a compass that we can use in everything we do.
A new brand strategy was developed by using fresh insights about the target group and analysis of the latest developments within fashion and retail. The brand strategy set a new direction for J.Lindeberg through purpose, promise, values and visual expression of the strategy.
Furthermore, a set of signature initiatives were formulated on areas of customer experience, communication and products which make the brand strategy come alive and fulfil the promise to the customers.
Lynxeye helped J.Lindeberg with segmentation of the market by insight-driven approach through quantitative and qualitative market research. The research deep-dived into what values, drivers and frustrations are important to fashion end customers.
A targeting strategy was developed, and a clear, deep picture of the target group was uncovered. It included everyday life, lifestyle, values, media habits and consumption.
Lynxeye has worked with exploring growth possibilities for the brand by calculating the potential of five markets and distinct segments within them. It informed the selection of the target group that was right to win for J.Lindeberg and had significant financial potential.
The evaluation of markets and segments helped to make the strategic priorities that ensure long-term financial performance.