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From a limited target to a profitable brand: a successuful rebranding with Maelle
her excellency
Seeking to create a new aesthetic for the Middle Eastern modest woman, the two Emirantine founding sisters of Her Excellency, Mona and Unood Adnan launch the brand in 2020.
In 2021, the brand noticed that although their market analysis defined the target as ready for a micro revolution in fashion traditionally defined as Arab, most fashion houses only offered Abayas, tunics.
Her Excellence was founded with the purpose of serving this need.
CHALLENGE
In 2020, the co-founders of the brand realized the limitations that their cultural background and their geographical position imposed on them in the creation of fashion products:
- the style which, despite the good assumptions, continued to be closely tied to tradition;
- local production which limited their possibilities (search for resources such as fabrics, manufacturing, fashion accessories);
While using Maelle, the Her Excellence team understood that:
- the identity that had been previously recommended to them did not fit with their revolutionary idea;
- the lack of a long-term perspective was due to the presence of unsold stock, which postponed any fundamental decision;
- their focus on B2C was making the sales strategy very limiting and limited in the expansion plan that was planned in early 2020.
“My name is Unood, Entrepreneur from Dubai. I started my clothing brand (Her Excellency) in 2021. I faced many challenges starting from designing, selection of material, production etc. The experience was more stressful than joyful until I got to know Maelle’s team, who was passionate, expert and resourceful.”
– Unood Andan Ali, Her Excellency brand, CEO, 2022
CHALLENGE
In 2020, the co-founders of the brand realized the limitations that their cultural background and their geographical position imposed on them in the creation of fashion products:
- the style which, despite the good assumptions, continued to be closely tied to tradition;
- local production which limited their possibilities (search for resources such as fabrics, manufacturing, fashion accessories);
While using Maelle, the Her Excellence team understood that:
- the identity that had been previously recommended to them did not fit with their revolutionary idea;
- the lack of a long-term perspective was due to the presence of unsold stock, which postponed any fundamental decision;
- their focus on B2C was making the sales strategy very limiting and limited in the expansion plan that was planned in early 2020.
“My name is Unood, Entrepreneur from Dubai. I started my clothing brand (Her Excellency) in 2021. I faced many challenges starting from designing, selection of material, production etc. The experience was more stressful than joyful until I got to know Maelle’s team, who was passionate, expert and resourceful.”
– Unood Andan Ali, Her Excellency brand, CEO, 2022
RESULTS
After starting using Maelle’s tools, the brand was able to identify the main reasons for the failure of the first branding:
the target had not been identified and the production and quality of the products was limited both by the available manufacturing and by the suppliers present in the region.
Once Maelle’s blue prints followed, the brand developed:
- a distribution line that is not only B2C and a consequent communication strategy with direct channels to consumers with a profitable first season;
- an optimal brand image, following the re-branding in 2021;
- an increase in recognition and an online and offline collaboration plan.
“Leda Di Marti shared with me different perspectives, asked the right questions, listened carefully and showed support throughout the journey.”
– Unood Andan Ali, Her Excellency brand, CEO, 2022
