Building a Millennial focused luxury brand

ÉQUITÉ FOR GRAY: TAKING THE MAKER OF THE WORLD'S MOST LUXURIOUS IPHONE CASE TO THE NEXT LEVEL OF GROWTH AND PROFITABILITY. 

Gray's vision is to redefine luxury for the post-modern individual. Based in Singapore, Gray is redefining what the future of luxury means today. With ÉQUITÉ's expertise on luxury and brand equity acceleration we provide strategic advice to grow the brand value for Gray systematically utilizing our proven data-driven tools. Selected aspects that ÉQUITÉ manages for Gray include

  • Brand strategy and brand positioning
  • Pricing strategy including our proprietary Nonlinearity pricing models
  • Brand Equity ÉQ modeling
  • Category potential mapping
  • Deep involvement in innovation planning and execution
  • Portfolio and line extension planning
  • Limited edition planning

Objective is to help Gray to develop from an Asian startup to a global luxury powerhouse.

Gray is an excellent example of how we work with brands around the world. We serve our client in Singapore, Asia from our headquarters in USA. We are in regular exchange using state-of-the-art video conferencing and we conduct face to face meetings (like workshops) on a to-need base.  

We helped Gray to launch several new product lines, like the new Advent cases for the iPhone X. Through our propriatary pricing modeling we allowed Gray to become significantly more profitable: we repositioned the flagship lines, redefined the pricing architecture, developed limited editions and ideated new line extensions targeting new customers (example: Rose Gold edition). 

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The result

  • Sharper positioning, improved brand storytelling
  • Significantly higher sales with higher profitability 
  • Re-alignment of strategic pricing architecture capitalizing on luxury pricing opportunities 

We strive to be the long-term partner for our clients, being deeply invested into their success. 

Learn more about Gray

 

Client feedback

"We are incredibly excited about this partnership with Équité, we are confident that with their deep understanding of luxury branding and expertise in driving brand equity for brands across all spectrums Gray will be equipped with the knowledge to navigate the world of luxury to really make an impact in the global luxury market all the way here from Singapore." 

Kevin Wu, Founder & CEO Gray

Daniel Langer