Translating a Maternity Brand’s Reputation from UK to USA
London-based Isabella Oliver, the sexy, modern maternity fashions known for dressing the who’s who of the British bump set, engaged Forty Weeks to help them expand into the competitive U.S. market. They were charged with launching and building the brand’s reputation stateside within just six months and without traditional brick-and-mortar retailers.
The strategic task was vast and time was of the essence. Forty Weeks analyzed and assessed the competition to interpret market share and positioning, established US pricing and assisted in catalog and web design. Honing in on the brand’s key attributes, the team tapped their extensive list of influencers (including celebrity stylists, fashion editors, key maternity and parenting media, as well as mainstream print and broadcast media) and employed a buzz campaign to help bring Isabella Oliver to their target audience. Lending credibility to the buzz, Forty Weeks positioned the company founders as maternity style experts and the go-to resource for expectant women.
The result: The company’s inspired designs landed placements in the best of the best outlets including celebrity-baby.com, Us Weekly, The New York Times, The Washington Post, people.com, accesshollywood.com and The View, to name a few. Similarly, the line quickly became a staple in the wardrobes of style trendsetters—celebrities including Marcia Cross, Lauren Ambrose, Tori Spelling and Shon Gables. Forty Weeks also established the women behind the brand as maternity style experts and media personalities by securing them a regularly occurring column on the familygroove.com.
In 6 short months, Forty Weeks established Isabella Oliver as the premiere super-luxury maternity brand in the United States.