MELAO
We started this project during a business trip to China. Melao founders were on a mission to acquire a small factory in Guangzhou to manufacture their fashion collections, and so we met. We did the math and quickly got into this project. Melao was determined to grow and Craion was to provide the fuel.
The Challenge.
We hooked up with this passionate team and build a one-year plan to rethink the business model with two key objectives: to scale the operation and position the brand in the fast fashion market.
What we did.
The transformation began with a week of Design Thinking Workshops in which we analyzed the company in five key areas: Finance, Marketing, Supply chain, Points Of Sale, and Buying and Merchandising. What came next? Coffee cups, workshops, KPI’s, many trips to China, and a chair on the company’s board.
By the first year Melao doubled its production capacity, quadrupled the square meters in the stores, diversified the Outfits lines with a new design team, and empowered the management. The company was ready to take the brand to the consumer’s mind. So we went further.
In the second year, we focused on positioning. A new brand architecture allowed to financially leverage the organic growth, resulting in a total of 11 Points Of Sale, one flagship store nationwide and distribution agreements with boutiques and wholesalers, in the United States, Mexico, Panama, the Dominican Republic and the Caribbean. Capsule collections were also created with personalities such as former Miss Universe Stefania Fernandez and blogger Sheryl Rubio, which boosted the consolidation of Melao in the fast fashion industry.
Client: World Fashion Group.
Program: DaVinci.
Service: Business Model Reinvention.
Scope: Corporate Finance, Strategy, Branding and Change Management.
Duration: 24 months.
