Since the year 2000, the Russian economy has grown by an average of 6.5% a year. Living standards have improved and a sizeable middle class has emerged. Rising standards of living and discretionary income led to a boom in the growth of the Russian menswear industry. Russia’s third largest menswear manufacturer Fashion Park recognized that it must adopt a more sophisticated, Western-focused marketing strategy or risk falling back in the pack. Leader Creative did a thorough analysis of emerging trends and constituent expectations in several of Russia’s major cities. The findings yielded a value statement, “For every customer a consistent, deeply personalized fashion experience in the store and on the body” which became the company’s widely promoted tagline, “Wear life well.” The new strategy was manifest in a completely new identity system.