Rebranding Shopper's Stop

            


Details

Case Code : CLMM080
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

Rebranding, repositioning, strategy, advertising, logo, Shopper Stop, brand, retail chain, store, price, fashion, garments, departmental store, new image

Note

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

In early 2008, one of India oldest retail chains, Shopper Stop, unveiled its new logo as a part of a rebranding exercise aimed at repositioning the store as a bridge to luxury store to attract youngsters and also to increase its market value. The retail chain brought in various changes in its retail chain and also launched an advertising campaign as part of the rebranding exercise.

Introduction

On April 24, 2008, one of India's oldest retail chains Shopper's Stop Ltd. (Shopper's Stop) unveiled its new logo as a part of its rebranding strategy. The chain undertook the rebranding exercise in a bid to reposition itself as a 'bridge to luxury' store as opposed to its earlier image of a premium retailer.

Commenting on the change, B.S. Nagesh, Customer Care Associate and Managing Director, Shopper's Stop, said, "Change is essential. Our consumers are changing, their preferences are constantly evolving. They are getting younger. And so, we have to change along with them.


The change in identity is just the beginning of a wave of strategic movements being made in people, practices, introduction of new ways of shopping, technology investment in customer relationship management, and analytics."

Shopper's Stop was founded by K Raheja Corp. in October 1991 with its first store in Mumbai. From being a men’s ready to wear store it soon evolved into a complete family lifestyle store...

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