ROUJE U.S. EXPANSION
Brand Management, Marketing Strategy, Buying Plan, Art Direction, Photography by Celeste Miller
The French “It” Girl
The classic French style has always been chic, effortless, and painstakingly intangible for almost every girl outside of France. Style influencer Jeanne Damas solved that problem in 2016 with a company that reflects her unique, yet classically French style: Rouje. An online store with worldwide delivery and a fresh perspective on female confidence, Rouje has been met with great praise from an international customer base.
Considering the changing needs of today’s consumer, globalization has become a necessary step in companies’ success. Rouje has successfully launched pop-ups around the world, but a physical presence has yet to greet the U.S. With its timeless yet creative appeal, the Rouje lifestyle carries aspects every young woman aspires to possess. Rouje is not just a brand, but a community that fosters creativity, confidence, and passion—elements that with U.S. expansion, can be brought directly to the consumer on a greater level than ever before. This report outlines the hypothetical U.S. expansion for Rouje, starting with a brick and mortar store in New York City.
Marketing Strategy
Rouje’s campaign imagery features real women in New York, wearing Rouje and doing everyday activities. Emotion, authenticity, personality: all key aspects of the Rouje brand that are communicated through the campaign: “La vie en Rouje.”
Photos shot on 35mm film by me.
