THE BIG QUESTION
How do you make a value for money brand smart and desirable for the consumer?
Brand Factory
THE BIG QUESTION
How do you make a value for money brand smart and desirable for the consumer?
KEY INSIGHT
Over 70% of the people shopping at factory outlets are under 30 years. They are smart shoppers and want fashion brands at reasonable prices.
BUSINESS IMPACT
Brand Factory’s Marathalli store clocked some of the highest revenue figures ever garnered by a BF store in its first few weeks.
Over 70% of the people shopping at factory outlets are under 30. They are smart shoppers and want fashion brands at reasonable prices. About 25% of a brand’s revenues come from factory outlets. However, every brand’s equity is diluted at these outlets. Also, the customer treatment and shopping experiences are poor.
The Idea
Offer true brand experience at truly smart prices. Brand Factory offers the best brands under one roof at the best value, without compromising on shopping experience. Every brand gets all the space it needs for visual merchandising in their own shop-in-shop. Brand Factory promises its customers that value shopping is not about a 'seconds' experience, nor a garage sale equivalent. Most of all, it is not about buying cheap...
It’s all about an amazing experience of ‘Buying Smart’. Which is why Brand Factory brings to customers the Best Brands at Smart Prices.
Design Approach
While Idiom designed this path breaking retail format in 2006, we rejuvenated the experience 10 years later in 2016 in keeping with the moving tastes of the consumers.
Immersive customer journeys were carried out across stores to identify the pain and gain points of the consumers coming to Brand Factory.
Design Concept
The research led the design team to understand key gaps in brand perception, product portfolio, store experience, and communication. A comprehensive plan was then created to rejuvenate of the brand identity, communication and store experience.
The concept of a WINNER was conceptualized for the store experience which anchored the brand’s core of Smart Value, but also allowed for a sense of dynamism, interaction, modernity and vibrancy.
The brand identity and visual language use elements of retail and reflects the fashion forward concept, where fashion is fast changing. The new identity retains the same but makes the form sleeker and modern.
Brand Factory: inception 2006
Brand Factory: rejuvenation 2016
The Impact
Brand Factory has proven to be an immensely successful fashion retail format under Future Group. Post the design rejuvenation exercise, Brand Factory’s Marathalli store clocked some of the highest revenue figures ever garnered by a BF store in its first few weeks. The new design concept is being replicated across all Brand Factories.