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Project: UY Studio Paris Showroom
Expansion Strategy – France, 2023

Context:
At the start of 2023, I led a strategic brand analysis for UY Studio as we defined our goals for the year. Data pointed to increased sales in three global regions, with France — particularly Paris — emerging as a key opportunity. I conducted a market position analysis and built a customer profile tailored to this growing segment, setting clear year-end goals
  • Grow sales revenue from France
  • Build brand awareness
  • Execute a physical brand activation in Paris

To stay focused, I broke down each goal into quarterly milestones, allocated advertising budget, and aligned our internal departments toward a unified market entry strategy.

Phase 1: Digital Market Penetration (Q1 2023)


We launched a three-phase paid advertising campaign in France focused on:
  1. Brand awareness
  2. Engagement
  3. Customer retention

By re-targeting high-conversion regions and conducting competitive market research, we successfully identified and reached new audiences. Bilingual communication, supported by a French-speaking team member, ensured cultural relevance and fluency.

Results in Q1:
  • +20% growth in digital followers, newsletter subscribers, and online shoppers
  • Improved CTR and ad engagement metrics 
  • Clear ROI on ad spend within 8 weeks

Phase 2: Paris Showroom Pop-Up (Q2 2023)


The traction we gained enabled us to secure a physical pop-up during Paris Men’s Fashion Week in June. Once again, I structured our marketing in three phases tailored to the Paris market and Fashion Week audience.

Key activations included:
  • Collaborations with Paris-based artists for user-generated content and community crossover
  • Partnership with Paris PRIDE – Marche des Fiertés LGBT, aligning with their values and taking advantage of shared timing
  • Partnership with Electro News (100K+ reach) to provide DJs and run a collaborative giveaway campaign
  • Strategic guest list curation for press, influencers, and core customers

Outcome:
  • Showroom was at full capacity each night
  • Buyer appointments secured daily, exceeding forecast
  • UY Sample Sale sold out before event end
  • Paris became UY’s second-largest market after Germany by year-end

Brand Experience & Event Design

To maintain brand continuity, we recreated the iconic Berlin UY Studio energy in a Parisian context. We collaborated with BABOUSHKA (Paris) and Omer Gilony (Lisbon) for a food installation, hosted a performance art piece, and closed the opening night with DJ sets and an open bar.

This immersive experience:
  • Strengthened brand memory among new audiences
  • Created high-impact content for post-event digital marketing
  • Established our presence in Paris as both authentic and culturally engaged

Key Takeaways:

  • A phased digital approach, combined with cultural relevance, drove both online and offline traction
  • Collaborative, localized partnerships were essential for authentic entry into a new market
  • The event helped refine our value proposition for the French audience, informing our strategy for the rest of 2023

How This Project Challenged Me:

This project pushed me to lead across multiple disciplines — from data-driven digital strategy to event curation and brand partnerships. Navigating a new market in a short time frame required adaptability, cross-cultural sensitivity, and strong coordination across internal and external teams.