Mori Lee
Competitive Analysis, Strategy, Positioning, Naming, Branding, Marketing—online and in-print, Image Library, Website, Social Media, P.O.P materials
Read more about... The Issue... Our Strategy... The Outcome
The name says it all. With the dawn of the internet, the world has grown smaller. Girls see and hear about fashion trends, from around the world, before their parents even know they exist. After conducting extensive research on the prom market and teenage culture, OTTO coined the name Paparazzi for the MoriLee prom line. Paparazzi Prom celebrates the conversion of fashion, celebrity, glam and fame. Prom night is the first time in a girl's life when she can unabashedly celebrate being a woman. The identity itself is kinetic and exists in several variations, giving us the ability to keep things fresh.
The Paparazzi prom website is tailored for the mindset of a modern teenager. Connectivity is queen here, with tools and social forums designed to provide girls with the ability to discover, learn and share their prom experience. The design is focused on functionality and delivered through an edgy design that screams hip fashion (see photo shoot below.) OTTO NY helped create a digital media strategy that the MoriLee staff implements daily through facebook and other networking outlets. Rotating features and content help to engage users and turn the site into a destination. Routine interviews and tips from Madeline helps the girls create a personal connection with the designer.
Playful and sexy, OTTO NY created the Flaunt name as the naughty alternative to classic wedding dresses. Similar to the Paparazzi brand, the Flaunt identity comes in several forms and color combinations.
OTTO NY created point of purchase materials from hangtags, to in-store materials for decorating the retail stores.
To launch the Paparazzi brand OTTO NY, Madeline Gardner and Andrew Parsons staged a live shoot in NYC's Meat Packing district. OTTO's staff posted images from the shoot in real-time to MoriLee's Facebook page. The result was a gathering of gawking "paparazzi" with cameras and phones in tow. The style and attitude helped to capture the spirit of the brand in a very real setting.
Over the years Madeline Gardner's name has become synonymous with bridal fashion. The new MoriLee identity leverages the equity in both the company name and their industry-leading designer. Based on our "no nuptial script rule", we were able to capture the classic history of the MoriLee brand with an updated, contemporary feel.
Every customer touchpoint is a chance to engage with the brand. For the hang-tags we included information about Madeline's philosophy on design and femininity.
Directed by OTTO NY and shot by Andrew Parsons in Williamsburg, Brooklyn, the MoriLee bridal shoot captures the romance of classic fashion with a contemporary edge.
When a customer comes to the MoriLee site they are immersed in the beauty of the brand experience. OTTO NY did an intensive industry analysis to determine the type of online experience today's brides are looking for. Working closely with Madeline Gardner and her team, we developed a list of functions, features and a long-term Social Media plan to capture more of the bridal market.
Dramatic yet simple, the MoriLee signage is grand and humble at the same time—perfect for a brand that is based on the idea of affordable luxury.
Project Scope
The Issue
After 60 years an the established leader in women's formal wear, MoriLee faces increased competition from established formal brands, as well as department store chains such as JC Penny. The company needed to reclaim their leadership position in the bridal market and differentiate themselves with the increasingly style conscious teen audience.
The Strategy
To help the company reaffirm their status as the industry leader and build a global brand platform, Otto NY developed a brand strategy, image library and a web-based marketing plan.
For Prom we renamed the master-brand "Paparazzi." We launched a complimentary line of sexier, more outrageous dresses called "Flaunt." Branded as a "MoriLee by Madeline Gardner" company, these new brands allow the company to retain their history and clout with retailers, while appealing to a younger, style conscious audience. The Paparazzi website was revamped from the ground up and backed by a social media plan to create a destination for sharing and planning your prom experience.
For Bridal we worked closely with designer Madeline Gardener and her staff to revamp the MoriLee line. From the brand, to the in-store and online experience we redefined the MoriLee Bridal experience.
The Outcome
By developing stand-alone bridal and prom brands, the company is able to speak to each audience with the appropriate voice. For Prom, the style conscious Paparazzi line embraces the age of celebrity and glam. The website is built around the idea of energy and social connectivity. For the first time, girls can share ideas with each other and get tips and trend advice from Madeline herself.
The MoriLee bridal brand has captured the combination of style and value that the company is known for, delivered in a contemporary manner. Features and tools for brides help to make the website the go-to place for advice and ideas.
The new MoriLee is a company that creates dreams, not just dresses.
Back to top
