OMARI is an emerging luxury fashion house known for its distinctive collections, which include waterproof leather ski wear, luxury outerwear, Western-inspired pieces, suiting, handbags, and athleisure. The company's unique selling proposition lies in its ability to create custom garments based on a client's imagination, offering a personalized luxury experience that sets it apart from traditional luxury brands. This capability allows OMARI to cater to affluent and ultra-high-net-worth consumers seeking individuality and exclusivity in their fashion choices.

OMARI faces the challenge of building awareness and desire around its custom creation service while maintaining its reputation for exceptional ready-to-wear collections. The current market environment, characterized by intense competition and evolving consumer preferences, requires OMARI to differentiate itself through innovative marketing strategies and a seamless luxury customer journey. Failing to address this challenge could limit OMARI's growth potential and its ability to capture a larger share of the luxury fashion market.

This project offers students the opportunity to develop strategic solutions that address OMARI's business challenge. By exploring luxury consumer motivations, designing a compelling custom experience, and implementing experiential marketing strategies, students will help OMARI establish a distinctive brand position and drive customer acquisition. The project will be divided into key phases, including market research, consumer insights analysis, brand positioning, and experiential marketing concept development.

Engaging in this project will provide students with real-world experience in strategic consulting, marketing, and business development. They will develop critical skills in consumer analysis, brand strategy, and experiential marketing, ultimately preparing them for successful careers in the fashion and luxury industries. This project is especially meaningful as it allows students to apply their academic knowledge to solve a real business problem, making a tangible impact on OMARI's growth and success.