Moroccan fair trade, organic, fashion and home brand operating a women’s collective wanted to expand into the global market. BOA is a unique combination of handcraft, style, and technology. As its product offerings and capabilities and customer list grew, it added multiple product categories and a digital retail platform to sell their products internationally.
This rapid growth created confusion around the company’s positioning – with internal teams and clients confused over whether it was a “Yoga” company or a “Fashion” brand. Additionally, BOA risked being seen as a competitor to larger fashion brands who prefer to own as much of the market as possible.
My recommendation was to position BOA as a unique brand in an area that had relevance to larger retailers, organizations and influencers, but did not appear to be competitive with any of them. The expertise had to be connected to BOA’s origins in their local community, but appropriate to a company with a sophisticated brand and global reach, market intelligence, and a proven way to create value for strategic partners.
I created the term “Yoga Living” defining it as “embracing the essence of the yoga lifestyle in all areas of life.”This new positioning represents a critical, but noncompetitive link in the retail value chain, making BOA both desirable and indispensable to its audiences.