For my graduate-level Luxury Marketing and Client Experience course at the University of Cincinnati, I developed a five-year U.S. expansion and multichannel growth strategy for Level Shoes, a Dubai-based multi-brand luxury accessories retailer.

Level Shoes operates under the Chalhoub Group and is globally recognized for its curated selection of designer footwear, handbags, and accessories. The brand is known for its exclusive collaborations with leading luxury fashion houses and its ability to create insider-only experiences. My goal was to explore how Level Shoes could expand across the United States while maintaining exclusivity, profitability, and a deep understanding of luxury consumer behavior.

The challenge was to create a market entry and brand growth strategy for Level Shoes in one of the most competitive luxury markets in the world.

Although Level Shoes has a presence in the U.S., its expansion strategy was still being defined. The brand needed to identify where to grow and how to connect with affluent American consumers. The main questions I aimed to answer were:

Which regions in the U.S. offer the strongest potential for luxury retail growth?

How can Level Shoes preserve its identity of exclusivity while appealing to an American audience shaped by quiet luxury?

What combination of retail, digital, and cultural touchpoints would attract and retain Very Important Customers (VICs)?

The solution needed to balance measurable growth potential with cultural relevance. I wanted to build a plan that generated awareness while keeping the brand’s mystique intact.

I began with a deep market analysis using reports from IMARC Group, Grand View Research, and Persistence Market Research.

Key findings included:

The U.S. luxury goods market is projected to exceed $108 billion by 2033, with accessories such as handbags, footwear, and eyewear driving growth.

North America represents roughly 35% of global luxury accessory sales, making it the largest opportunity for expansion.

Consumers are increasingly drawn to experiential retail and curated collections that feel personal and exclusive.

Cities such as Dallas, Houston, and Miami are emerging as cost-efficient luxury markets with strong regional economies and a rising interest in high-end products.

I also noted several barriers to consider. High real estate costs in major cities like New York and Los Angeles, strong competition from established retailers, and the need for cultural localization all created potential challenges for the brand.

Through my SWOT framework, I evaluated Level Shoes’ strengths and vulnerabilities in the U.S. market.

Strengths: Exclusive collaborations, in-house content production, global credibility, and a strong digital platform. Weaknesses: Limited U.S. brand awareness, name confusion implying footwear-only, and a need to localize its tone and experience. Opportunities: Growth in curated luxury, a booming pre-owned market, and consumer interest in experiential shopping. Threats: Competition from legacy retailers, inflation, and operational costs tied to flagship expansion.

This analysis shaped the foundation of my proposed strategy.

I positioned Level Shoes’ U.S. entry around the idea of quiet luxury and controlled exclusivity. The brand would speak softly, using elevated visuals and subtle storytelling to create intrigue.

The central concept was built around a single phrase:

“Only at Level Shoes.”

This whisper-style tagline would carry through every campaign and reinforce the idea that Level Shoes is a place for rare, sought-after pieces available nowhere else. Every brand touchpoint would be minimalist, editorial, and emotionally driven. The marketing would focus on desire, not description.

The plan begins with a flagship store in Miami, which serves as both a retail and logistics hub. Miami offers global access, international clientele, and an emerging luxury scene that aligns with Level Shoes’ aesthetic.

The focus is to build awareness through editorial-style advertising across search, social, and select digital platforms. The mobile app would mirror the in-store experience and feature early access to collaborations and curated drops.

After establishing a presence, I proposed testing new markets with experiential pop-up stores in Dallas and Houston. Each pop-up would be designed as an immersive brand experience with minimalist displays and limited-edition collections.

App-based perks would expand through a loyalty program that rewards engagement and exclusivity rather than discounts.

By the third year, Level Shoes would open a second permanent store in the strongest-performing city. Advertising would become more selective, focusing on app-based engagement and data-backed insights.

This phase also introduces American partnerships that celebrate craftsmanship while keeping the brand globally connected.

In the fourth year, I introduced a collaboration with Lucchese, the iconic Texas bootmaker. The capsule collection would merge refined Italian influence with American heritage design. Each pair of handcrafted boots would be priced between $2,000 and $3,500 and available only through Level Shoes’ app and stores.

Invitation-only pop-up events in Miami, Texas, Nashville, and Scottsdale would introduce the collection to VIC's (very important clients) and influencers. Each event would reflect the quiet luxury aesthetic that defines the brand.

By year five, Level Shoes would operate as a true insider brand. Public advertising would be eliminated. Instead, the app, private events, and word-of-mouth would drive engagement.

Pop-ups would evolve into curated cultural moments that blend fashion, craftsmanship, and lifestyle. Growth would come from loyalty and reputation rather than visibility.

This project taught me that luxury growth is not always about scale. True brand strength comes from restraint and consistency.

I learned how cultural nuance shapes the way exclusivity is perceived, and how digital ecosystems can expand access while preserving rarity. The strategy shows how Level Shoes can connect global luxury standards with American heritage and taste.

This case reflects my ability to blend research, storytelling, and strategy into a cohesive plan that grows awareness while protecting brand integrity.

https://www.businessinsider.com/luxury-market-slowdown-consumers-splurging-gen-z-travel-fragrance-rs2025-6?