Context

‍FAUME is a leading solution partner dedicated to helping luxury and fashion brands launch and manage their secondhand market offerings. With a focus on sustainability and innovation, FAUME provides comprehensive solutions that enable brands to tap into the growing circular commerce market.

FAUME is expanding its operations to meet the increasing demand for sustainable fashion solutions. However, without a CMO or a dedicated marketing team, they sought external expertise to assess their marketing readiness and develop a robust marketing strategy.

As an Operating Partner referenced at BPIFrance, one of FAUME's VCs, repackaged was matched with FAUME's C-level team to provide the necessary marketing support. BPIFrance facilitated this connection to ensure FAUME had the strategic guidance needed to accelerate its growth.

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Objective

The primary objectives of the consulting engagement were to:

• Assess Existing Marketing Efforts: Conduct a thorough evaluation of FAUME's current marketing initiatives to identify strengths and areas for improvement.
• Establish a Marketing Strategy: Develop a comprehensive marketing strategy to affirm FAUME's positioning as a leading solution partner in the luxury and fashion secondhand market.
• Enhance Demand Generation: Implement tactics to increase brand awareness and drive demand for FAUME's services.

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Solution

The product marketing consulting work repackaged provided for FAUME resulted in a robust marketing strategy, enhanced market positioning, and improved operational efficiency, setting the stage for FAUME's continued growth and success. The consulting work involved several key deliverables across 5 areas of expertise:

1. Marketing Audit:
   • Conducted a SWOT analysis to identify FAUME's strengths, weaknesses, opportunities, and threats.
   • Analyzed the competitive landscape to understand market dynamics and identify gaps.
   • Reviewed existing messaging and channel strategies, including owned, paid, and earned media.
2. Product Marketing Strategy:
   • Created detailed buyer personas to understand the target audience better.
   • Developed a clear positioning and messaging framework to differentiate FAUME in the market.
   • Crafted channel-specific copy to ensure consistent and compelling communication across all touch-points.
3. Website Launch:
   • Launched a new website in both English and French to cater to multiple markets.
   • Ensured the website was optimized for user experience and SEO to drive organic traffic.
4. Go-to-Market (GTM) Strategy:
   • Developed and executed an inbound content strategy, including blogging and case studies, to attract and engage potential customers.
   • Implemented lead generation tactics to convert website visitors into qualified leads.
5. Marketing Operations:
   • Managed the migration and implementation of a new CRM system to streamline marketing and sales processes.
   • Ensured seamless integration of marketing automation tools to enhance efficiency and effectiveness.

Benefits:

The consulting work resulted in several tangible benefits for FAUME:

• Enhanced Market Positioning: FAUME's positioning as a leading solution partner in the luxury and fashion secondhand market was solidified through clear and compelling messaging.

• Increased Brand Awareness: The launch of the new website and the inbound content strategy setup for success and for increased FAUME's online presence and brand awareness.

• Improved Demand Generation: The implementation of lead generation tactics and the optimization of marketing channels to increase qualified leads and customer inquiries.

• Streamlined Operations: The migration to a new CRM system and the integration of marketing automation tools enhancing operational efficiency, enabling FAUME to manage its marketing and sales processes more effectively.

• Competitive Advantage: The comprehensive marketing strategy and improved market positioning provided FAUME with a competitive edge, helping the company stand out in the crowded luxury and fashion market.