Notino: Brand Positioning & Brand Refresh

IAM Fashion Consulting collaborated with Notino on a comprehensive brand strategy review and refresh project. This involved a detailed assessment and creation of key elements, including brand strategy, brand manifesto, visual identity, and customer journey.

The brand strategy centered around elevating the concept of "wellbeing with the magic of technology," where Notino aimed to simplify, curate, and enhance customer experiences using technology. IAM Fashion identified the target customer as someone who values control, authenticity, and efficiency, while enjoying a curated and personalized beauty journey. The brand personality was refined to position Notino as a trusted beauty ally—empathetic, intuitive, and playful.

Visual identity concepts were explored with the aim of creating a bold yet simple aesthetic, aligning with the brand's new positioning. The team conducted customer research across various user segments to assess brand fit, uniqueness, and image perceptions, testing these concepts on challenging formats to ensure adaptability.

IAM Fashion Consulting was involved in the selection and onboarding process of 5 top brand ambassadors for Italy, Poland, Czechia, Slovakia and Romania. We created an ambassador content planning for the full year and aligned on the brand positioning as a beauty tech brand. 

The customer journey was optimized through several product tools, such as the FEEL GOOD platform and NTN+, which was positioned as an incubator for innovative, disruptive shopping concepts. This allowed Notino to improve user acquisition, retention, and loyalty by introducing personalized services like virtual try-ons, loyalty programs, and AI assistants for hair and health diagnostics.

To bring the brand to life in physical spaces, the project introduced IRL experiences, such as the "Feel Good Mobile Booth" and the "Feel Good Mirror," designed to elevate customer experiences through technology during events like the Venice Film Festival and in high-traffic areas like airports and shopping malls.

IAM Fashion Consulting also created an implementation roadmap outlining the timeline for rolling out product tools, visual identity elements, and communications strategies from March to the end of the year, with a soft launch in selected countries and a full rollout planned later. The project focused on key performance indicators (KPIs) like cheaper customer acquisition, increased average order value (AOV), and improved customer retention.

This comprehensive approach allowed Notino to align all brand elements across its platforms while creating an engaging, tech-driven, and customer-centric brand experience.

IAM Fashion Consulting completely reshaped the content strategy for Notino's community platform, social media strategy across various channels and of course all marketing communication to align with the new brand proposition. Here are some examples:

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