Challenge
Judith Ripka, a well-known jewellery designer, enjoyed brand recognition among an older, higher-income demographic. She needed to expand her appeal to a younger, aspirational audience and demonstrate that her collections were perfectly suited for blue jeans or black tie.
Issue
Brand recognition was narrow and appealed to a specific, albeit loyal, audience — older, wealthier women.
Judith Ripka had developed a loyal following over decades in business, but the target audience was narrow and the competition was edging in on profits. There was a strong need to expand reach and change perception quickly while the CEO architected an exit strategy.
Path
Define market and media relation opportunities.
Opportunities for market penetration and strategy was developed to shift perception of the brand — both with partners and with customers.
Build a marketing framework to demonstrate activity quickly.
First, the collection was photographed on three models: a 20-something, 30-something and 40-something-year-old to showcase the jewelry and appeal to a broader audience. The photographs were designed for use in out of home, print advertising, online promotion and in media relations.
Results
An old brand experiences a new life.
Judith Ripka jewelry emerged at the red carpet on the likes of America Ferrera, Cindy Crawford, Courteney Cox, Debra Messing, Isla Fisher, Jessica Simpson, Kate Hudson, Naomi Watts, Miley Cyrus, Tina Fey and Vanessa Williams.
Judith Ripka was able to expand its reach and also increase overall sell-through leveraging her secondary company, Madison Avenue Sample Sale that Rachel also marketed.
Judith Ripka fulfilled its exit strategy.
Judith Ripka sold to Xcel Brands Inc., a New York-based brand management company. Xcel acquired the brand and its intellectual property for a value of approximately $22.5 million.
Before
After
Before, Judith Ripka presented their collection as still life images. In the three-decades in business, the designs were never shown on a figure. The communication style made it challenging for a potential new buyer to imagine themselves wearing the pieces. Therefore, her designs continued to appeal to mostly to current clients.
Judith believes her luxurious yet approachable designs are accessories for every day — from blue jeans to black tie. Rachel created a marketing and communication story to support her philosophy. For the first time, Judith’s collections were photographed on 20-, 30- and 40-something-year-olds — helping the brand access a new market and expand reach.
Expanding national retail sales were a vital part of Judith Ripka’s growth strategy. Cooperative advertising programs were created to maximize reach and budgets. Out of home proved effective in raising awareness in targeted DMAs.
Media plan included high frequency placements in print and online including The New York Times, Vogue and Instyle among others.