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Problem
Empera is a brand that is among the top 500 industrial enterprises in Turkey and dominates 50% of the American market in different channels. With its high production power and design capability, Zara is the manufacturer of many brands sold on Walmart and Amazon.com. However, the carpet category was an area where it was difficult to create a unique and strong brand. Retailing was advancing with old-fashioned dynamics. Empera wanted to transform this category and become a brand that meets the expectations of women who have adapted to the “fast fashion” trend in this category.
Solution
First of all, we discovered the meaning and importance of the carpet in the subconscious world of women through subconscious consumer research. We fantasized about the buying experience and uncovered the pain points in that experience. With the ethnographic research we conducted, we conducted research on carpet dealers with the shadow research method and observed the emotions of real experiences.
At the end of all this, we created a brand strategy that will provide the power to differentiate in the category for the brand, dominate the subconscious of women and fit Empera’s strong muscles. In addition, we have put forward strategies to improve the retail experience.
We ensured that the BRAND HOUSE we created for Empera was a brief for all third-party suppliers and the communication campaign.
We set up a team organization in line with modern marketing dynamics and prepared the annual marketing plan.
Result
By transforming the brand identity, we made the Empera identity suitable for the current dynamics of the world of fashion brands.
We structured the e-commerce sales channel to make the brand easy to find and took steps towards physical retailing.
We took the tone of the national communication campaign out of the memory of female celebrities, in which the carpet category is stuck, and turned it into a communication campaign where the consumer can find himself.
After all, Empera has become more of a fashion brand than a carpet brand today.
Empera, whose brand strategy we have updated throughout this process, has been accepted into the Turquality program.
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