Working with Fjord Outerwear on this strategic market entry project has been an engaging and insightful experience. As a brand preparing to launch in one of the world’s most competitive apparel markets, Fjord presented our team with a unique opportunity to analyze a business model still in development. This allowed us to apply strategic tools not only in a diagnostic manner but also to shape a future-facing brand identity and roadmap. The client’s vision—to create a sustainably driven, co-designed apparel line—was both ambitious and inspiring, and provided an excellent foundation for meaningful strategic analysis. Our interaction with the Fjord team, though limited to indirect communication through project briefs and client notes, was constructive and clear. The company was open to critical assessment, encouraging us to challenge assumptions and explore innovative approaches to branding, market positioning, and operational strategy. This collaborative openness added value to our research process and allowed us to approach the project from both a strategic and creative lens. Furthermore, this experience enhanced our team’s practical understanding of market research tools such as the BCG Matrix, Competitor Profile Matrix, and Benchmarking Analysis. It also underscored the importance of aligning brand messaging with verified sustainability practices and consumer expectations in today’s value-driven marketplace. Overall, this project not only strengthened our consulting and analytical skills but also offered us a hands-on perspective on the complexities of launching a values-based brand in a highly saturated industry. We appreciate Fjord’s willingness to trust student insight and contribute to our professional development through this capstone engagement.