Contributors: Ben Fang, Radhika Chopra, Beka Knachstedt, Angela Pang & Nanthitha Shanmuhasundaram
The German luxury brand MCM became popular in the 1980s due to its unique aesthetics and functionality. MCM’s bold colors, monogram fabrics and youthful designs attracted a young, elite customer base, generating $350 million annually during the mid-1990s.
In 2016, MCM is now trying to win the western market with its “functional luxury” positioning, focusing on the United States as its primary target market. The strengthening of the U.S. dollar has added significant purchasing power to American households and made import goods such as MCM bags more affordable to the consumers, providing an excellent opportunity for MCM to enter the world’s second-biggest luxury market.
In this project, we revamped the brand’s visual identity and created promotional marketing materials and sales collateral targeted at millennials in the United States. We developed a campaign revolving around the bold and young essence of the brand and developed assets such as a modernized logo, new website, a customization app, packaging, and lookbook to rejuvenate the brand and ensure its future success in this market.