Tacony is a 70+-year-old, family-owned company with 20 brands across four distinct lines of business: commercial and consumer sewing, home floor care, commercial floor care, and ceiling fans. The majority of Tacony’s business is through its retailer-distributor network, as well as through several direct-to-consumer businesses. Nancy’s Notions, a consumer sewing brand founded in 1979 is a key component of Tacony’s direct-to-consumer strategy.
Tacony sought to modernize its brand positioning and messaging, update and improve its omnichannel and digital capabilities, and evaluate the internal and external resources needed to drive an innovate a profitable DTC business now and into the future. Tacony enlisted the help of Chameleon Collective for Interim Leadership and Strategic Assessment for Nancy’s Notions. In addition, the Chameleon Collective team conducted an extensive market and competitor review that resulted in new and updated brand positioning to move the company forward, as well as strategic creative services and digital marketing support.