Situation

American artist Stirling Barrett launched the young and contemporary eyewear brand KREWE in 2013. Based in New Orleans, the brand fully incorporates its local environment into its universe by having the city and its culture as key pillars in its development. Entering into their third year of business, the KREWE team saw this milestone as a good moment to further develop their market understanding to offer a consistent positioning to its target audience in a very competitive market segment.

Tasks

In order to challenge and revise KREWE’s positioning, we needed to understand the new contemporary and niche segment on the sunglasses market to determine KREWE’s reference market. The dynamics on various fronts of the eyewear industry led us to develop a global understanding of the sector.

Actions

We first analyzed the evolution of KREWE during its first two years, with the help of the brand’s management team, to gain a strong understanding of KREWE’s unique value proposition. We developed the brand’s reference market to understand its key competitors and the dynamic new segment it seeks to thrive in. In order to have a better understanding of the eyewear sector, we conducted a global overview of the eyewear market, identifying key players, trends, and evolutions.

Results

We offered KREWE a detailed understanding of the eyewear market and of the key segments for KREWE, allowing the New Orleans brand to identify opportunities to develop and activate the brand as well as key growth drivers.