Repositioning of the brand, based on a new understanding of fashion, a new purpose, a revision of mission, vision and values, as well as a roadmap to guide innovation activities over the years.

Customer Value Proposition (CVP) including new behavioural market segmentation, store layouts and product lines.

Development and delivery of in-store customer experience (CX) training materials and support for rollout and scaling of CX training nationally.

Development of Employee Value Proposition (EVP).