The Business Problem

A retail jewellery chain developed a strong value proposition built on a fashion forward product model. Most jewellers purchase stock annually, predicting next seasons styles on what worked last year overseas. By limiting their range to low priced silver, this business is able to trial high numbers of designs at a low capital commitment.

Real time data gives visibility of what styles sell well, the business follows what the customers want by restocking more variations of what's popular within weeks. The problem for Butterfly was their product was appealing but the inconsistant merchandising made the brand look cheap, failing to stop passers-by from browsing.

UNO was commissioned to review all merchandising to broaden this challenger brand's appeal in a highly competitive, depressed retail environment.

UNO's Creative Solution

Cheap doesn’t need to be nasty. Aspirational style at accessible prices are reflected in a more stylish and engaging photographic approach. Butterfly Silver’s ability to transform a woman with the beauty of silver is brought to life. The more shoppers attracted by the merchandising, the more then buy when they see what they want at an attractive price.

The Outcome

Despite a global recession, Butterfly Silver has seen sales growth across all stores. It is continuing to open more stores to capitalise on growing demand.