Brand strategy deck for Maison Verlaine, a heritage French leather-goods house repositioning toward a younger private-client audience. Positioning: quiet luxury with provenance — ‘made slowly, owned forever’ — set against logo-driven competitors. Audience segments: established collectors (average spend €18,000/yr, roughly 40,000 households across EU and US, 55% of current revenue), emerging affluents aged 28-40 (average €4,200/yr, addressable pool around 310,000, fastest growing at +34% YoY), and gifting buyers (average €1,900, roughly 120,000). Brand health trend: unaided awareness in target markets went 6% in 2023, 8% in 2024, 11% in 2025; Instagram following grew 48k to 71k to 112k over the same years. Proposed channel mix: 35% private clienteling and events, 25% editorial partnerships (Vogue, The Gentlewoman, Monocle), 20% paid digital kept tightly art-directed, 12% retail activations at the Faubourg flagship and Bergdorf Goodman, 8% seeding to a circle of 12 tastemakers — no more than that. Campaign timeline: September, atelier film and provenance editorial launch; October, Paris flagship exhibition ‘Ninety Hands’; November, US trunk-show circuit through New York, Los Angeles, Dallas; December, private-client gifting program; February, SS27 campaign with a new photographer. Competitive set: Hermès (untouchable heritage, but 10x our entry price), Loro Piana (owns quiet luxury, conservative), Polène (owns the €300-500 entry but no heritage story), Métier London (closest analog, tiny distribution). The whitespace: genuine atelier provenance at a €900-2,500 entry point.