As part of the course Sales Policy – Deepening, the students of the 4th semester were invited in a practical project cooperation to investigate the multi-channel sales of IsabelleFa and to work out key success factors for the further development of the market position.
IsabelleFa was founded in 1955 as “Emil Mössner Goldwaren” in Eisingen. In the family-run jewelry manufactory in the (soon) third generation, everything focuses on the artful and handcrafted processing of gold, platinum and bronze. IsabelleFa is one of the last manufactories to master the time-consuming, almost forgotten craft of traditional chain goldsmithing, as well as many other antique techniques of goldsmithing.
While most of the jewelry industry relies on fast and economically efficient manufacturing methods, the know-how and the old tools are passed down from generation to generation in the manufactory in Eisingen. For this reason, IsabelleFa is able to produce pieces of jewelry that other manufacturers are not able to produce in this way.
IsabelleFa is known for voluminous gold chains, necklaces and bracelets. Since 2004, the collection “Flix.Flex”, consisting of unique flexible necklaces and bracelets, has been an integral part of the portfolio. The collection is rounded off with voluminous rings and earrings.
Topic: Key Success Factors and Brand Activation in Multi-Channel Sales by IsabelleFa
After an intensive analysis phase of market, competitors, trends, brand and sales, store checks in retail, online consumer surveys and finally the conception phase followed. The theoretically-founded development offered practice-relevant insights and opened up conceptional perspectives, which were presented by the students to the IsabelleFa-Team at ZOOM in the final presentation.
Carolin Schmidt, one of the participating students, gives the following personal summary: “Working on the topic was a lot of fun and helped me to better understand the scientific context.” And Cedrik Bethgenhagen summarized his impression as follows: “My expectations were exceeded. I now feel ready to start my own online business.”
And this is how Alexandre Mössner, Brand Manager IsabelleFa, summed it up: “For us, the collaboration with Brand University provided valuable insights regarding strategy as well as conceptual improvement suggestions for product range, multi-channel sales and communication. We will implement some of them.”