BALLY CREATIVE DIRECTION
At the turn of the century, Bally was a famous yet faded label known for its Swiss heritage and finely made leather shoes. After the company’s acquisition by the Texas Pacific Group (TPG), a private equity firm, BassamFellows was retained as Creative Directors to oversee the complete revival of the company, originally founded in 1851.
The role required the articulation and implementation of the brand identity, brand vision and brand strategy for the company. The project included leading all image related activities including market positioning, product strategy, advertising strategy and Public Relations strategy. Subsequently, the brand’s public image was radically repositioned, including cutting edge advertising campaigns that were celebrated by consumers and the fashion press.
In addition to a fresh visual merchandising strategy, retail strategy and creative direction, successful new product categories were introduced for men and women, many of which continue to be bestsellers.
After the implementation of the BassamFellows strategy, the turnaround was deemed an overwhelming success. Nothing less than a complete rebirth - a storied shoe maker was transformed into a globally coveted, fully realized luxury brand.
“Fashion’s biggest revelation comes from Lake Lugano in Switzerland: the unexpected renaissance of the leather goods company Bally. It is more than 100 years old and has now attracted the interest of fashion fanatics.” - Le Figaro
Bally moved from being a well-known shoe manufacturer into a world-renowned luxury label offering men’s and women’s fashion.
Bally was transformed into a fully-fledged fashion brand. Pictured, women’s ready to wear collection.