Glam Nest

Glam Nest is a leading maternity wear brand in Vietnam, positioned in the mid-range to premium segment. In the first half of 2024, it aimed to significantly revamp its brand positioning and image. This strategic shift was intended to enhance its market presence and appeal to a broader audience.

Job Position

Brand Strategist (Coordinator)

Working duration

Feb '24 - June '24

My Scopes of Work

In February, I received an inspiring call from Ms. Huong, the founder of Glam Nest and former Business Development Director at Flame Media Agency. She invited me to join her fashion brand as a Brand Strategist, expressing her vision to elevate the marketing approach at her company to be more professional and strategic. With a deep-seated passion for the beauty and fashion industry, coupled with our previous collaboration on a research project, I felt a strong connection to this opportunity. The following six months became an intensive yet unforgettable journey, immersing myself in the unique world of a very niche market: maternity fashion.

1. Strategic Planning

I was responsible for making comprehensive Marketing Plan and master execution that aligned with business vision and annual operating direction.

The planning includes market research & analysis, business performance overview & direction, strategic approach (4Ps approach), campaign planning (for new collection), deliverables & tactics.

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2. Branding

As mentioned, Glam Nest's ultimate goal in the first half of 2024 is to rebrand and reposition itself in the market. With a keen sensitivity for brand building, I led a successful rebranding initiative by developing a comprehensive Brand Guideline. This involved revitalizing the brand’s personality and identity, as well as its social expressions, which collectively shaped a fresh, professional look for Glam Nest that distinguishes it from its previous image. The result was a cohesive and modern brand presence that resonates with our target audience and enhances our market positioning.

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3. Creative Planning

For almost 6 months of working in Glam Nest, I had opportunity to involve in conceptualizing & planning creative tactics for 2 key collections (Summer Collection & Business Collection) with 3 big digital campaigns (Launching Campaigns & Promotion Campaign). Synchronizing with the new brand identity and strategic approach, we have generated nearly 3 billion VND in revenue and driven a 25% increase in online sales.