Unode50 needs to broaden its buyer base and attain youthful customers.
The Madrid-based jewellery label is rebranding, rolling out a brand new emblem, new merchandise and new advertising and marketing specializing in growing the model’s digital footprint. The corporate’s mission is to broaden Unode50’s buyer base to Gen Z and Millennial prospects.
“Right now in such a complicated ecosystem of a lot competitors, we have to discover the way in which to face out and to essentially inform our prospects once more who we’re as a model, not nearly our merchandise, however how can we join our values and our character with our neighborhood,” mentioned Brigitte Boehm, world chief advertising and marketing and business officer at Unode50.
“We realized that we weren’t connecting emotionally sufficient with the youthful viewers. We realized that our customers had been over 35 or over 40 and we thought we have to discover a method to join with these customers which can be actually on the lookout for a trusted model, a model that has a character and a model that has clear values,” she mentioned.
Unode50’s new advertising and marketing marketing campaign.
Courtesy of UNOde50
Within the model’s advertising and marketing, Unode50 is leaning into its values of “authenticity, naturality and freedom,” mentioned Boehm, by using extra numerous fashions for promoting campaigns. The campaigns could have little to no retouching and will probably be shot in opposition to pure landscapes, in accordance with the model.
Unode50 has additionally launched a brand new orange emblem with wavy print, changing its former black emblem in a extra structured font.
“We determined to not lower our goal on gender, social economics or age,” Boehm mentioned. “We mentioned we’re going to lower on perspective. [The brand is] an perspective of being courageous, following your instincts and ensuring that you simply take heed to your self — particularly for Gen Z, not listening an excessive amount of to social media. Hearken to your self what you need as an individual and what you need to observe.”
Unode50 soft-launched the rebranding in its shops in Spain and on its web site final month, and can roll out the technique to its different worldwide shops within the subsequent 12 to 18 months. General, the model has 97 shops internationally and has plans to open extra this 12 months.
Unode50’s new advertising and marketing marketing campaign.
Courtesy of UNOde50
On the product facet, Unode50 will launch an expanded jewellery assortment by June 2025 that provides a wider value vary with extra entry-level costs to proceed concentrating on a youthful buyer.
The brand new collections will provide silver and gold items, colourful gems and appeal necklaces and bracelets, amongst different types. The model may even provide extra customizable jewellery the place prospects can select their metallic kind and charms, and launch merchandise in rose gold.
Unode50’s rebranding comes after the corporate filed for chapter within the U.S. in 2021. On the time, the model operated 105 shops globally with 22 within the U.S.; nonetheless, a lot of these shops had been in undesirable places, and chapter allowed the corporate to exit these leases.
The model, nonetheless below the possession of ARS REI USA within the U.S., has been on a development path because it exited chapter, reopening shops in places like New York Metropolis; Dallas; Aventura, Fla.; Charlotte, N.C.; Dawn, Fla., and others.