In spite of its many years of existence, ÉPRISE’s current brand presence no longer adhered to the gradual shift of the market needs in the fashion retail business. Eprise needed to be reintroduced as particularly distinct from other clothing brands.
To achieve the aim, Milestone devised a creative strategy for a clear brand positioning of ÉPRISE. The works needed starting with repositioning the brand in the marketplace, an essential step in determining the following moves to take. And since developing brand communication was the main job, there had always been a sense of urgency to keep up with the current fashion retail business. It was possible only by reevaluating the business reason and its target market, creating an immediate relevant feel of being what fashion trends were and how ÉPRISE was a one-stop fashion solution.