Nikita, Mayfair
Membership Strategy 

Project Summary

A year after its opening the intimate members club, Nikita, was experiencing a high percentage of non-renewal. The private club was also struggling to attract its primary target audience. To understand and solve the issue we researched the market, studied the competitive landscape and reviewed the core of the concept itself. Following this work it appeared clearly that there was a gap between the brand positioning and brand perception, as well as a lack of unique selling point. To solve the issue we developed detailed brand guidelines and a clear concept pack, including the brand's mission and identity.

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Results

With clear understanding of the market and the brand itself, we reworked the club's membership, developing an event program and introducing a new F&B offering, more aligned with the market and demand. The new membership offering unlocked a USP, and the defined brand direction created a point of differentiation.  

Following this we saw positive results on the members club application rate, which grew by 50%, and featured profiles more aligned with the target audience.