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| Case Studies |
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| Crossroads |
OVERVIEW
Image sells the product. No one knows this better than the fashion
industry. Here it's a way of life that's being sold and not just a garment
or an accessory. Located next to Tirpur, Coimbatore has a glut of stores
that sell export surplus and local brands are a dime and a dozen. Crossroad
was one among the many stores here. Its proprietor Mr. Rajesh Bhora
wanted to break out of this mold. Having traveled extensively he had
a keen insight into the global fashion market. He wanted to apply this
knowledge to re-invent his store. This was a Herculean task simply because
repositioning the store involved two major aspects. One was the development
of the in house designer brands and enabling them to compete at a B2B
level. The other was the transformation of the perception of the store
in the customer's eyes. The latter part involved an extensive advertising
campaign as well. The evanescent nature of the fashion industry meant
that the latter phase would have to be an on going process. It also
served as the ideal canvas for us to express our creativity on.
FACT ANALYSIS
“There is only one thing that we have to keep in mind and that is WHAT
IS IN? “ Arjun Ganesan, Head of business development. Famous last words
as most would say. After an intensive market study, which involved merging
global fashion trends with local tastes, we had our motif. Grunge. This
was the direction we had to work in and reposition the entire brand
around. At that point of time the worn out look was in and we chose
it as our line of attack. It not only formed the basis of the re-invention
of the store, but it was the factor around which we developed the in-
house label.
SOLUTION IMPLEMENTATION
The first order of business was to give the store visibility. This
was accomplished by making use of several local hoarding’s. Then
came the image. Using the grunge theme, we were able to make the store
seem like an embodiment of the rebellious life style. If the store was
the purveyor of the lifestyle then its in-house brand had to be an extension
of the theme. ROASTED SANDS was conceived and developed into its present
image by us. It stood for all things wicked, wild and always, unapologetic.
The logo, the colors the feel all of it were completely grunge. It was
our piece de resistence. The image make over was completed for the first
season. But fashion is fickle and for that very same reason the very
next season we aimed at a more edgier and grittier grunge look. Crossroads
is a work in progress. It is one of our many current accounts. It sometimes
delights and sometimes provokes its audience, but it always gets noticed. |
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