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Lane Crawford

STRATEGY & EXPERIENCE

Lane Crawford

STRATEGY & EXPERIENCE

Iconic Asian retailer Lane Crawford came to BrandCap with a simple question – “where can our brand take us?”. In the context of a globalising luxury market and the rise of the Chinese consumer, our client – the joint President and CEO – knew his business possessed a world-class brick and mortar retail experience, and a leading reputation amongst their global luxury brand partners. But at the same time an underdeveloped digital presence, staff engagement challenges, and a requirement for strategic clarity were at the top of his agenda.

We worked with the senior team to define a new business and brand strategy, shaping the fundamentals of the company’s 3-year plan to 2020. We then supported the President to build a business case to take to the shareholder for additional investment to realise this plan. Investment secured, a critical need was to inspire new ‘on brand’ ways of working. Facilitating a series of workshops with the Top 30, we co-created a Leadership Code defining values-led behavior. This was piloted live in the business for 8 weeks before embedding into personal development processes. Leaders felt listened to, issues were aired, and solutions suggested.

Iconic Asian retailer Lane Crawford came to BrandCap with a simple question – “where can our brand take us?” In the context of a globalising luxury market and the rise of the Chinese consumer, our client – the joint President and CEO – knew his business possessed a world-class brick and mortar retail experience, and a leading reputation amongst their global luxury brand partners. But at the same time an underdeveloped digital presence, staff engagement challenges, and a requirement for strategic clarity were at the top of his agenda.

We worked with the senior team to define a new business and brand strategy, shaping the fundamentals of the company’s 3-year plan to 2020. We then supported the President to build a business case to take to the shareholder for additional investment to realise this plan. Investment secured, a critical need was to inspire new ‘on brand’ ways of working. Facilitating a series of workshops with the Top 30, we co-created a Leadership Code defining values-led behavior. This was piloted live in the business for 8 weeks before embedding into personal development processes. Leaders felt listened to, issues were aired, and solutions suggested.

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6.6%

6.6%

6.6%

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higher revenue and gross profit vs forecast target in the first two years from the launch of the new strategy

revenue uplift vs. forecast target

higher revenue and gross profit vs forecast target in the first two years from the launch of the new strategy

Ignite_1-min

Defining a new vision for the brand and evolving the organisation for the future

Defining a new vision for the brand and evolve the organisation for the future

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In April 2017 came the launch of Year 1 of the plan to 2,500 staff in Hong Kong and China. We conceived the launch concept, scripting and producing tri-lingual videos, and developing the creative materials to bring the plan to life, via simultaneous events in all 8 stores and HQ. A first in over 165 years of business. We subsequently supported the business planning process in Year 2, advising and synthesising plans from BUs into a singular yearly plan. Through film, a microsite, company-wide events, and other internal channels, we concepted the 2018 strategy launch.

Ignite_2

Our multi-year relationship continues - we are currently advising on and developing the detail of Year 3’s plan and supporting with a longer-term brand and strategic development

Our multi-year relationship continues- we are currently advising on and developing the detail of Year 3’s plan and supporting with a longer-term brand and strategic development

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“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team has been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination, and creativity to their work."

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

Andrew Keith, CEO & President, Lane Crawford

Conversations spark ideas. Let’s talk.

Conversations spark ideas. 
Let's talk.

London

London

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

New York

New York

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

Hong Kong

Hong Kong

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 9498 5998

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 6200 4281