Mudpie – case study from international fashion trend forecasting organisation

For 18 years Mudpie has been a major player in the world of fashion and trend forecasting.

Trend forecasting, like fashion itself, is a very competitive market and Mudpie’s CEO, Fiona Jenvey, realised that the company had reached a stage in its development when it needed to evaluate how it next moved forward in developing its products and services for an international arena.

Like many companies, Mudpie’s existing positioning had become established in response to demand, rather than being driven by a defined strategy and RCR was asked by Fiona to review that position and make recommendations on a future strategy to maximise future business opportunities.

Working with the senior executive team, RCR clarified a clear positioning strategy to differentiate Mudpie in the market place and enable everyone in the business to communicate consistent messages, highlighting the company’s strengths.

“The positioning project with RCR was a very interesting exercise,” explains Fiona Jenvey. “It really made us focus on what we wanted to achieve as a business and brought to light potential barriers that we need to address.

“As a result we are now re-evaluating some of our product and pricing strategies and taking a look at how we communicate to our key markets. I would suggest this is a fundamental exercise that would benefit many businesses.”