How do I know you're the right marketing and creative agency for my luxury brand?

Fair question. Everything here is the personal work of our co-founding partners, Niki and Scott, across three decades in heritage and premium brands. Further projects can be shared under NDA. If you like our style for your luxury brand, let's talk through your project requirements.

How do you measure your commercial impact?

During your onboarding, we will agree on the metrics that will define success for your project, and how these will be measured. These metrics will define every decision we make, and every optimisation we enact. Every project begins with a consultation, so let's talk.

Do you have experience within my industry?

Most likely, yes. We bring heritage brands to life and elevate premium ones, from fashion and retail to automotive, art, real estate, finance and entertainment. Our creative ad campaigns span sectors and wealth tiers. Tell us about your category and let's see if there's a fit.

How do you keep a visual identity coherent when a brand evolves over many seasons?

You build a system, not just a look. A look dates. A properly constructed identity, with a clear point of view and a set of rules for how it stretches – can absorb new photographers, new models and new seasons without losing itself. The Classics range ran for eight years across multiple creatives. If you're building something, let's talk.

How do you get a new luxury brand into Selfridges, Barneys or premium global retailers?

Buyers decide on two things: whether the product is right, and whether the brand looks the part. You handle the product. As a brand creation agency, we make sure the lookbook, trade show presence and sales collateral make the commercial case before anyone reads the line sheet. If your product is ready, let's have a conversation.

What does working with Affluent Audiences on a long-term basis actually look like?

It starts with identity and ends with re-orders. In between: trade show strategy, press relationships, retail support, e-commerce, CRM, social and paid media, all pulling from one creative foundation. The Classics collection ran for eight years at 5:1 ROMI in a fashion industry where seasons usually come and go. If that's the shape of what you're planning, let's see.

Made by Niki Classics:
Integrated Brand Launch and Global Retail Rollout

From zero distribution to 100+ luxury stockists: a brand creation agency case study

Challenge

How do you take a luxury label from unknown to undermining century-old legacy brands?

Insight

We spotted the market was full of matronly girdles or boring basics from brands that looked their age. There was no modern classic. We crafted ‘Fresh Foundations’ to give the industry a genuine luxury alternative.

Spotting a gap is step one. Owning it is the battle. As a brand creation agency, we knew the visual identity, the lookbook, the targeting and the presentation had to work cohesively to get a new luxury product to the right buyers.

  
    Headline results from a brand creation agency launch into luxury wholesale and D2C
  

100+

Luxury stockists across 17 countries.

21x

D2C revenue growth as e-commerce mainstay.

50%

Average seasonal re-orders over 8 years.

5:1

Integrated marketing ROMI across paid, earned and owned channels.

Fashion marketing campaign photography for the Classics launch

“Made by Niki has changed the concept of body-shaping underwear.”

— Marie Claire, UK

Press and retailer endorsements for the Made by Niki Classics brand creation

“Finally. Shapewear with sex appeal. Why hasn’t anyone thought of this before?”

— Catriona Mackechnie, Retailer

“Really great to see something new. The shapewear is really cool.”

— Tatler, UK

How did an unknown brand get from a Paris trade show booth to Vogue, Barneys and shop floors in 17 countries?

At the Paris Salon de la Lingerie, we launched with a simple composite shoot. We kept the rollout lean - designing locally printed trade show fittings, and suitcase-friendly leaflets to save on postage and weight - while securing immediate orders from Barneys New York and Selfridges.

We mailed the lookbook to a careful curation of key accounts. It was a springboard from a booth in Paris to global shop floors and high fashion editorial coverage in every major fashion title including Vogue, W, Pop and Marie Claire.

Further along, we followed with a 360º consumer campaign achieving consistent 5:1 ROMI.

Brand
Classics

Industry
Ready-to-wear
Luxury Lingerie
Wholesale Retail

Skills
Creative Direction
Visual Identity
Trade Marketing
D2C Marketing

Led by
Niki McMorrough
Scott Parker

Trade & Retailers

We managed trade show appearances and sales materials at the Salon de la Lingerie, Curve, Immagine Italia and Pure London.

The trade circuit secured placement in Selfridges, Barneys, Lane Crawford, Luisa Via Roma, Isetan, Coco de Mer and Catriona MacKechnie, putting the collection into boutiques across the world’s high density high-net-worth hubs.

Having won the accounts, now the job was to hold them, with visual merchandising and point-of-sale, in-store training, after-sales support and retail collaborations.

Retail marketing strategy securing 100+ global luxury stockists

Editorial

Editors noticed. Fresh Foundations earned full coverage in British Vogue, W, WWD, ES Magazine, Marie Claire Italy, Wonderland, FT How to Spend It, Prestige, and Lovecat — through costume loans and press relationships, no paid placements.

Cultural results from the Made by Niki Classics launch strategy

Fashion Week

Worn beneath Eun Jeong collections at London Fashion Week.

Vogue

British Vogue - W - Pop - Wonderland - Marie Claire.

X-Men

Worn by Rose Byrne in X-Men: First Class.

Awarded

Multiple industry and business awards.

Behind the lens

Our sustained relationship-building across fashion, music and entertainment saw Rose Byrne wear the pieces as Moira MacTaggert in X-Men: First Class.

Eun Jeong chose them for her fashion week show. Models like Mirte Maas, Valerie van der Graaf and Elle Liberachi chose them for editorial.

Behind the lens: Ami Sioux, Ian Hooton, Keith Clouston, Luke Forman, Matthew Vaughn, Nicolas Aubry, Polly Hanrahan, Taki Bibelas and Wendy Bevan to name a few.

Consumer campaign

The campaign ran across every touchpoint with a full consumer layer of e-commerce, customer loyalty and CRM, direct marketing, social media, influencer partnerships and advertising to drive through-sales, with an overall ROMI of 5:1.

Fashion go to market strategy across a 17-country global rollout

Questions worth answering

You build a system, not just a look. A look dates. A properly constructed identity, with a clear point of view and a set of rules for how it stretches – can absorb new photographers, new models and new seasons without losing itself. The Classics range ran for eight years across multiple creatives. If you’re building something, let’s talk.
Buyers decide on two things: whether the product is right, and whether the brand looks the part. You handle the product. As a brand creation agency, we make sure the lookbook, trade show presence and sales collateral make the commercial case before anyone reads the line sheet. If your product is ready, let’s have a conversation.
It starts with identity and ends with re-orders. In between: trade show strategy, press relationships, retail support, e-commerce, CRM, social and paid media, all pulling from one creative foundation. The Classics collection ran for eight years at 5:1 ROMI in a fashion industry where seasons usually come and go. If that’s the shape of what you’re planning, let’s see.