Client Overview

Magnetik is the leading luxury fashion retailer in Macedonia, operating 21 stores across Skopje. Since 1992, the company has built a reputation for offering carefully curated high-end fashion and delivering an exceptional customer experience. In recent years, Magnetik expanded into the fast-fashion segment, facing a new set of challenges that required strategic realignment—without compromising the brand’s premium positioning.

The Challenge

As Magnetik evolved from a luxury-only retailer into a broader fashion brand, it faced growing competition and shifting consumer behavior. Digital trends were changing how people shop—fast, mobile, and highly personalized—and the brand needed to adapt.

The core challenge was to redefine Magnetik’s brand and communication strategy in a way that preserved its legacy while supporting future growth. This meant building a strategy that could:

• Speak to new customer segments entering through fast fashion
  
  
• Create consistency across physical stores and digital channels
  
  
• Modernize the brand experience without diluting its luxury roots
  
  

Our Approach

Our collaboration with Magnetik began with a shared goal: build a brand that customers could grow old with. Together, we embraced a co-creation approach, involving both customers and internal teams in the strategy process.

We started with in-depth research and interviews to understand evolving customer preferences, behaviors, and channel usage. These insights helped uncover new patterns and identify gaps in the existing experience.

With a new foundation in place, we developed a strategic framework for improving brand communication, personalizing customer experiences, and building long-term loyalty. This included aligning brand voice across departments, designing cross-channel experiences, and refining the positioning to reflect both the luxury heritage and the fast-fashion offering.

In parallel, we executed a comprehensive omnichannel marketing strategy to better engage new customer segments. This included:

• Social media strategy and content production
  
  
• Paid advertising and influencer collaborations
  
  
• Brand storytelling through interviews, campaigns, and employee features
  
  
• On-site activations, giveaways, and customer engagement loops
  
  

To bring the in-store personalization online, we helped Magnetik reimagine its digital shopping experience, building toward a more intuitive, human-centered online store. During the 2020 pandemic, this work became even more critical—allowing the brand to stay connected with its audience and continue delivering curated value in a fully digital context.

Outcomes

• A new, holistic brand strategy rooted in co-creation and customer insight
  
  
• Expanded reach through fast-fashion positioning while preserving luxury credibility
  
  
• Engaged new customer segments across digital channels with consistent messaging
  
  
• Implemented omnichannel campaigns that blended online and offline experiences
  
  
• Built a long-term foundation for brand loyalty and growth, focused on personalization

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