Liyu.ca

Luxury Market & Brand Positioning

To position LIYU Leather within the luxury space, I conducted a comprehensive analysis of direct-to-consumer leather brands such as Cuyana, Senreve, and Métier London. Key insights included:

• Premium customers prioritize craftsmanship, exclusivity, and brand story over mass recognition.
• The luxury leather market is growing steadily, with projected global revenue of $78B by 2027, driven by personalization and ethical production.
• Consumer preference is shifting toward quiet luxury, minimal branding, and timeless design—aligning with LIYU's aesthetic.
• Pricing strategy was informed by market benchmarks for handmade, small-batch leather products, with LIYU positioned between entry-level luxury and heritage brands.

Sustainable Fashion Trends

Sustainability is a core pillar of LIYU. Market research identified key expectations from conscious consumers:

• Transparency in sourcing and ethical labor practices are non-negotiable for Gen Z and Millennial buyers.
• Materials innovation (e.g., vegetable-tanned leather, low-waste production) is a growing differentiator.
• 68% of shoppers are willing to pay more for products that align with their values.
• LIYU's small-batch, slow fashion approach offers durability, limited runs, and traceable materials from Ethiopian tanneries.

Artisan Partnership Evaluation

Building meaningful artisan relationships is central to LIYU's impact model:

• Conducted on-the-ground and remote evaluations of leather workshops in Ethiopia to assess craftsmanship quality, wage standards, and workshop conditions.
• Selected partners based on expertise in traditional techniques, consistency, and commitment to ethical practices.
• Developed a scalable collaboration model supporting both creative input and business growth for artisans, ensuring long-term mutual benefit.
• Regularly review partnership performance through quality benchmarks, delivery timelines, and product feedback loops.

Platform Strategy Overview

LIYU Leather's digital experience is built on a luxury e-commerce architecture that prioritizes speed, simplicity, and storytelling. We've integrated a sustainable supply chain from artisan production to fulfillment, ensuring transparency and traceability at every stage.

The customer journey is tailored for a premium experience—from personalized product pages and eco-conscious packaging to seamless checkout and post-purchase care, designed to build trust, loyalty, and long-term value.

Coordination Excellence

Coordinated cross-functional collaboration among local designers, international artisans, and fulfillment teams to deliver consistent product quality and uphold brand standards. Managed artisan partnerships by establishing transparent production schedules, implementing fair trade practices, and maintaining ongoing feedback loops.

Oversaw rigorous quality assurance processes to ensure every batch met luxury standards, successfully balancing traditional Ethiopian craftsmanship with modern customer expectations.

Brand Positioning & Launch Strategy

Defined LIYU's position between emerging luxury and heritage craft using competitor mapping, pricing tiers, and capsule drops to signal scarcity. Anchored launch messaging in Ethiopian leather craftsmanship and slow fashion values.

Result: Achieved 65% year-over-year DTC revenue growth in the first full year live.

Sustainable Marketing Campaigns

Built values-led campaigns highlighting sourcing transparency, artisan stories, and durability over fast fashion. Balanced paid retargeting with community pop-ups, ethical fashion collaborations, and short-form educational content.

Result: Email list grew 38%, repeat purchase rate reached 28%.

Luxury Customer Experience Optimization

Streamlined site flow for fewer clicks to checkout, added guided product fit prompts, live chat during launches, and low-friction returns. Post-purchase surveys feed a rolling CX score that averages 4.8 out of 5 across channels.

Packaging Design & Unboxing

Introduced recyclable rigid boxes or reusable cotton dust bags (product dependent), branded care cards, and a scannable QR linking to provenance, care videos, and reorder flow.

Result: Packaging satisfaction scores improved 30% after redesign.

Post-Purchase Care Programs

Launched a twelve-month stitch and hardware guarantee, discounted repair and refresh program, seasonal leather conditioning reminders, and trade-in credit pilots to extend product life.

Result: Warranty-related returns down 22%.

Personalized Communication Strategies

Segmented flows by product type, customer location, and purchase history. Automated care follow-ups, anniversary notes, and early access for repeat buyers.

Result: VIP segment drives 2.1x higher lifetime value than first-time customers.