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Steering Bally’s repositioning for the future


Conceived by the passion and vision of Carl Franz, the Bally Company was established in Schönenwerd in 1851 and since then recognized as a leader in the luxury footwear industry. With a strong international retail network, Bally has evolved through time becoming a full-fledged luxury brand offering clothing, handbags and leather goods for both men and women.


To maintain its position as a luxury leader, in the wake of a highly competitive market, Bally needed to reinvigorate its strategy and reposition itself.
One of the main goals was to assist Bally in its global redeployment effort by understanding its market and examining competitive brands’ main touchpoints as well as key success factors.


We conducted an in-depth analysis of the global luxury market, focusing on the shoes, bags and leather goods segments. Doing so, we identified and understood notable trends and evolutions. We also performed a detailed analysis of 10 of Bally’s direct and aspiring competitors in order to identify successful patterns, as well as elements of differentiation.


The opportunities and growth drivers identified thanks to this 360-understanding allowed Bally to reposition itself and define a 5-year marketing strategy accordingly.


Market dynamics
Customer understanding
Competitive analysis
Brand audit
Best practices


Brand fundamentals
Positioning options
Leading concept
Implications & gaps


Brand book & guidelines
Marketing strategies
Activation platforms
Communication strategies
Client journey & touchpoints


KPIs definition
Client experience measurement
Learnings & insights



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