Design Company Repositioning
Context
A furniture company aiming to reposition itself in the high-end/luxury Italian furniture market. The current challenges include an outdated brand identity, misalignment between brand identity and image, poor customer experience, low customer loyalty, and incoherent communication. The market is dynamic, with increasing demand for high quality furniture due to smart-working trends, smaller city homes requiring flexibility, and a need for sustainable solutions.
Solution
The project centered on a full diagnostic of the company's existing business model and customer journey to identify core weaknesses. This analysis formed the basis for designing a new omnichannel strategy that merges digital tools, like 3D visualization, with an experiential showroom concept. A key workstream involved developing a new leasing-based service model (Product-Service System) and creating the financial forecasts to validate its commercial viability. Throughout the process, circular economy principles were integrated to build a sustainable and modern value proposition.
Outcomes
Delivered a comprehensive strategic roadmap providing an actionable, multi-year blueprint for the company's repositioning into the luxury market.
Provided the leadership team with a clear framework for transforming brand identity, customer experience, and communication to address all identified weaknesses.
Detailed the financial and operational requirements to successfully launch an innovative Product-Service System (PSS) based on a leasing model and recurring revenue.
Established a clear execution path with defined strategic goals, including increased market share and enhanced brand perception within a two-year timeframe.
Deliverables
