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Expert Witness in the International Chamber of Commerce in Paris

Client: Laura Ashley

Brief

Laura Ashley asked Intangible Business to be an expert witness in the International Chamber of Commerce in Paris for the purpose of evaluating the change in value of the Laura Ashley brand on a global scale between the period 1995 to 2002 and to evaluate the effectiveness of the organisation and management during that period.

Approach

Intangible Business completed a thorough analysis of the ‘selling power' of the Laura Ashley brand across the major markets of USA, UK, Japan, France and Rest of the World. This included a full evaluation of retail sales value across own operations, franchise operations and licensed operations, brand investment, brand premium in terms of profitability, brand loyalty and brand image across a broader universe of consumers.

The company's plans and brand investment strategy was analysed across the fashion, design and home furnishings sectors including an analysis of its achievement over the period. Intangible Business also conducted comparative benchmark studies of other leading ‘lifestyle' brands and their market performance to ultimately produce a brand valuation of Laura Ashley in the Fashion and Home Furnishing sectors between 1995 and 2002.

Result

The powerful and persuasive expert reports, based on thorough analysis, were used as expert evidence in court. Oral evidence was also given in Paris in March 2004. In October 2004, the ICC in Paris ruled in Laura Ashley's favour and our work withstood the fiercest examination and critical review.

"Laura Ashley employed Intangible Business as experts to give evidence in the International Chamber of Commerce in Paris for the purpose of evaluating the change in value of the Laura Ashley brand between 1995 and 2002. We found Intangible Business to possess an in depth understanding and appreciation of our business and were capable of clearly demonstrating the relationship between consumer loyalty, brand image and market performance with that of financial performance. They provided far reaching insight into the brand and the business and delivered a service ahead of demanding expectations."

William Williams, Head of Legal - Laura Ashley