Marcella Echavarria consulted on several aspects of Norlha during a period of several years. She was responsible for the creation of the brand, website, social media and commercial strategy in the US and Europe. She helped the brand define the strategy, find its market niche and tone of voice, facilitating the transition from OEM to branded wholesale and retail which required revisiting positioning, design and pricing.
The strategy included:
Position the Norlha brand in the high- end tier of the luxury goods market
Focus the US launch of the brand in New York to:
Create demand for Yak wool fabrics in the luxury accessories market where cashmere is dominant
Generate US Brand Endorsements to drive China market expansion
Achieve higher margins through:
E-commerce capability
Increase retail presence
The creation of the Brand Book in 2015 included all the branding guidelines to establish the first Tibetan global luxury brand, delivering a consistent message of quality, craftsmanship, design and sustainability. Marketing and public relations efforts were focused on designing all brand elements and developing guidelines in order to present a unified message.
Mandatory guidelines covering all aspects of Norlha’s identity were developed and presented in a Brand Book format to ensure that coherence and consistency were achieved at a global scale.
As Norlha expands internationally, a clear understanding of these unifying guidelines has been fundamental in order to strengthen the brand and create greater recognition.
The marketing strategy outlined for the brand delivered remarkable results and successfully positioned yak fiber as a next generation luxury textile and the Norlha brand as the market leader in the category.
