Front End Innovation Process

How do we reinvent a traditional western apparel brand to appeal to fashion conscious urbanites?

Since the 1880′s, Lucchese has produced one-of-a-kind boots that have garnered international recognition for their extraordinary comfort, quality and fit. Seeking growth outside of existing markets, Lucchese collaborated with Upstream to develop a brand strategy leveraging this rich heritage to appeal to new demographics. Upstream helped identify and define new target segments, and establish a new brand architecture requiring the creation of new brands; naming and logo development, price positioning, functional and emotional positioning, aesthetic guidelines for product, web and advertising, as well as streamlining existing brands to maximize business impact across market segments.