JUDITH LEIBER
Finding a New Customer

 

PROBLEM: We needed to find a new audience. Partly a victim of success - the popularity of Judith Leiber handbags among an aging group of customers led to their being identified as a symbol of growing old.

SOLUTION: Everyone wants to look and feel young --- we felt we could safely target younger consumers with a fun and irreverent attitude, replace still life advertising with young models.

RESULTS: Sold out the first season’s entire production Leiber handbags; retained client.