Brahmin launches new branding and Lead On Platform signaling expansion phase.
For Fall, Brahmin launches its new brand platform, Lead On, across web, e-commerce, print and digital advertising, and retail experience. Inspired by its founder and original leading lady, Joan Martin, Lead On embraces femininity and celebrates strength — highlighting that when style meets substance, accomplishment is your currency. The platform honors the women who carry Brahmin and the collection’s beautiful craftsmanship and functional design that allows life to be lived to its fullest potential.
To illustrate the Lead On platform in campaign format, Brahmin worked with models that also have incredible passion and drive beyond their careers. Fall features Ubah Hassan, a Somali-born Canadian who is active in philanthropy, social causes and charity work in Cambodia; and Heide Lindgren, co-founder of Models 4 Water, supporter of City Harvest and New York Cares.
The voice of Lead On will be communicated throughout Brahmin’s marketing materials and through the social media landscape, using the dedicated hashtag #BrahminLeadOn to further support the campaign with viral content and conversation. «Brahmin’s launch of this platform demonstrates the confident and magnetic personality of our brand. We will inspire discovery of our products, while encouraging women to join in and Lead On.» – says Alex Proelss, VP of Marketing of Brahmin.
With Brahmin’s increased focus on marketing and building meaningful relationships with consumers, it is also expanding the reach of product offerings. Brahmin will release three deliveries from their much anticipated Fall collection, featuring new seasonal shades of their signature crocodile embossed Melbourne leather, with innovative styles and functional design that complement the lives of leading ladies. Brahmin also is introducing a variety of smaller accessories, travel and business bags, men’s products, and select jewelry, to further strengthen their position as a fashion and lifestyle brand.
«Brahmin has experienced tremendous growth in the past two years. We are investing in our business to reach more loyal customers and introduce Brahmin to new consumers with a variety of handbags and accessories. Our exotic expertise and use of mixed material in our collections is a unique point of differentiation in the handbag category.» – says Susan Thacker, CEO of Brahmin.
In addition to working with long established retail partners – Dillard’s, Macy’s Nordstrom, and Belk among others – Brahmin is focused on its direct to consumer business. Brahmin.com will soon have a new user experience and Brahmin is expanding its retail footprint beyond current boutiques in Atlanta, GA, Dallas, TX, and Newport, RI. A new boutique design opened in Birmingham, AL this May and will also be unveiled in Charlotte, NC, at the SouthPark Mall in October. Brahmin plans to open additional boutique and outlet locations, along with newly designed wholesale shop-in-shops to create a ‘world of Brahmin ‘starting this Fall through 2016.
Brahmin creates exquisite handbags and accessories from the most premium materials. With an expertise for mixed media and exotic embossed leathers, it takes two dozen skilled artisans over 100 steps to make each Brahmin
handbag. Brahmin began as a family owned business in 1982 with an unwavering dedication to craftsmanship, ingenious design and magnetic beauty. Joan Martin and her husband Bill achieved the American dream by following their entrepreneurial drive to create the finest handbags made in America. Today, Brahmin’s manufacturing headquarters remain based in Massachusetts.