BRYAN KEITH | Parham Santana

After just one year, the Bryan Keith bedding program was a certifiable success at Macy’s. But its parent company, Victoria Classics, wanted to bring the brand to the next level.

Parham Santana was tasked to develop a “Brand Optimization Roadmap” to grow the brand and develop a template for future Victoria Classics brand campaigns.

We started by conducting an in-depth audit of the 10 biggest names in the home domestics category, including Martha Stewart, Calvin Klein, and Ralph Lauren. We reviewed their positioning, product lines, in-store presence, and online strategy. Click here for a summary of our findings:
6 Best Practices from Top Home Domestics.

We analyzed why the Bryan Keith brand is successful: the brand fills a niche at Macy’s by striking a balance.

Modern and Classic

Simplified and Nature-inspired

Restrained and Embellished

Livable and Sophisticated

More important, we spent a lot of time with the designer Bryan Keith Parker himself. We observed how he works. Spent a whole day with him at a photo and video shoot. Went shopping with him.

We found out how he designs; what inspires him. What he can’t live without. His life story. His plans and dreams for his brand.

Aha!
We found our inspiration from his own words: “I’m a storyteller using color, pattern, and finishes to bring a home to life.” – Bryan Keith Parker

Power Positioning
BRYAN KEITH IS MODERN STORIES FOR THE HOME

Benefits
With a redesigned website, a PR plan, and digital marketing strategy in place, the brand is poised to extend to additional categories beyond bedding.

Valuable take-away
Storytelling and authenticity are important components of branding, especially for any product line bearing a real person’s name. Consumers want to know the real face and personality behind the products.