High Fashion Lifestyle Brand Launch

Launching a luxury menswear brand through narrative strategy, experiential marketing, and community-building.

Situation

Eric Sana was launching a new luxury menswear brand offering both ready-to-wear and custom pieces — but in a highly competitive market where quality alone wouldn’t differentiate them.

With a showroom location in downtown Toronto and an e-commerce platform in development, the team had an ambitious vision: to build not just a brand, but a community around taste, craft, and connection. They didn’t want another high-end fashion label — they wanted a lifestyle brand with cultural weight.

The challenge was clear: How do you craft a compelling identity for a brand that’s just entering the room — and make it feel like it already belongs?

My Role

I led the brand positioning strategy for the launch, including narrative development, go-to-market planning, and experiential campaign design.

I worked closely with the founders to clarify their long-term vision, define their ideal customer, and build a story that was aspirational, but grounded — a brand that felt high-end but not cold, exclusive but not inaccessible.

Action

We started by clarifying the story behind the brand: Why did this exist? What values did it represent? And what kind of person would be drawn to it?

From there, I developed a strategic positioning framework that included:

  • Audience segmentation and persona mapping, grounded in psychographics — not just income level.

  • Narrative positioning focused on precision, presence, and personal taste — a quiet luxury angle that reflected the founders’ intent.

  • Experience design strategy for the physical showroom space — we positioned it not just as a store, but as a host environment for curated events and collaborations.

We developed a launch event strategy that centered on cross-brand alignment:

We paired the Eric Sana showroom with partners like fine wineries to host intimate events that invited shared audiences into the same physical and emotional space. These were designed to feel casual but curated — the kind of experience that made people feel like they were part of something from the beginning.

I also provided:

  • Key brand messaging and copy support for early campaigns, website content, and investor materials

  • Strategic insight for e-commerce UX and content structure, ensuring the custom process felt clear and approachable while retaining its luxury appeal

Outcome / Impact

Eric Sana’s launch positioned the brand not just as a clothing retailer, but as a lifestyle tastemaker. Within its first few months, the brand developed strong initial traction, including:

  • A loyal early community that grew through events and word-of-mouth

  • A refined visual and verbal identity rooted in story, not just aesthetics

  • A strategic foundation for future growth, including e-commerce, content, and partnerships

The showroom launch demonstrated the power of using space not just for display — but for relationship-building.

Why It Matters

This project reflects what happens when narrative, experience, and brand all work together.

Luxury isn’t just about product — it’s about how you make people feel.

And great storytelling creates a reason to return — and to belong.