HOW CAN REPOSITIONING A LUXURY BRAND HEAT UP SALES?K&A Case Study: Repositioning a Brand
The economy collapsed
Mr. Steam was one of the world’s leading producers of luxury spas, saunas and steam showers. But with the economic downturn, upscale sauna sales quickly cooled off. The luxury market wasn’t the same anymore. That’s when K&A was brought in to nurse Mr. Steam back to life.
Our innovative approach was to ease one of the world’s leading luxury brands out of the luxury market altogether, repositioning Mr. Steam to appeal to a new and growing market segment—health and wellness.
We shifted Mr. Steam’s marketing efforts to focus on holistic healing, total wellness and hydration, coining the term “Steamtherapy” in the process. Their target audience evolved from soccer moms to yoga moms and kharma queens.
The impact was immediate—within months, Mr. Steam was showing record earnings over the previous year’s sales.
Understanding consumer trends
Mr. Steam is an example of how shifts in trends and consumer attitudes can quickly derail success, even in 50-year-old established brand. That’s why at K&A, we work tirelessly to stay on top of consumer trends, helping clients understand the constantly changing marketplace.