We kicked off the project with an immersion phase that included stakeholder engagement, business, brand and consumer workshops, and store audits. This enabled us to gain a comprehensive understanding of the current state of the Belstaff business, as well as its ambitions, capabilities and customer segments – both current and aspirational.
Guided by the findings from this immersion phase, we then identified the key trends set to affect Belstaff and the wider apparel and luxury sector over the next 3–5 years. This foresight and strategic research was supplemented with commercial expert interviews to help us paint a rich and validated point of view of the future.
In the final phase of the project, we worked with the Belstaff leadership team to capture and convert our insights and foresights into a five-year vision and mission, and to define strategic pillars and opportunities for Belstaff’s future growth.
The end output was a ‘plan on a page’ that provides Belstaff with a strategic approach to growth and future decision-making, as well as a series of roadmaps. The plan on a page functions as an alignment tool that everyone in the business will use to build their strategies – commercial, product and communications.
The outcome is an informed and confident plan that provides a North Star for Belstaff as it embarks on its next exciting chapter.
