Francesca’s -
Brand Strategy & Positioning Team

Francesca’s is seeking a nimble, strategic, and insight-driven team to shape the future of its brand. With foundational research already completed, this project will require a mix of brand strategy, merchandising, and go-to-market expertise to determine whether the brand remains in its current market position or begins an intentional elevation to compete with higher-tier players like Free People, Anthropologie, or Abercrombie.

Scope of Work

Phase 1: Brand Proposition & Activation (6/23–7/14)

  • Brand Proposition Development

    • Refine and crystallize the brand's identity: who we are, what we stand for, who she is, why we matter, and our brand promise

    • Leverage completed customer research and competitor insights

  • Immediate Activation Ideas

    • Deliver short-term, high-impact brand activation concepts (digital, grassroots, or local)

    • Emphasis on ideas that don’t require large traditional advertising budgets

Phase 2: Brand Strategy & Acquisition Plan (Deliverable by 7/31)

  • Brand Awareness & Customer Acquisition Strategy

    • Build a strategy rooted in the new proposition

    • Blend short- and mid-term acquisition efforts

    • Include budgeting, customer segments, and activation channel

Ideal Team Composition & Skills

  • Deep knowledge of Gen Z and millennial women’s fashion retail

  • Strategic thinkers with experience positioning consumer-facing brands

  • Fast researchers with competitive and market analysis chops

  • Comfortable parsing AOV/AUR data and guiding merchandising implications

  • Brand strategists, product marketers, merchandisers, and potentially a creative lead for activation ideation

  • Bonus: Access to smart and efficient market research tools or methods

Start Date: ASAP

Location: Remote, but willingness to visit a store (if local) is a plus

Time Commitment: Flexible - outcome-based

  1. Collaboration: Kick-off call and data handoff will be provided by the client. Team can schedule sessions as needed to meet deliverables.

  2. Budget: $60K total across two phases, with additional budget potentially available for market research