Retail chain Shoppers Stop has unveiled its new evolved identity comprising a new logo and has also introduced a new brand expression of ‘Start Something New’. Supporting this expression, Contract Advertising has worked on its new campaign expressing the change.
Keeping in mind the entire ‘bridge to luxury’ positioning and the fact that luxury brands have a flaunt value that symbolises ‘having arrived’, a new symbol has been created for Shoppers’ Stop. The symbol, which has been created out of the initials ‘SS’, gives one a cue of infinity and delivers the message of the infinite possibilities that the brand promises.
BS Nagesh, Customer Care Associate & MD, Shoppers’ Stop, said, “The change in the identity is just the beginning of a wave of strategic movements that are being made in people, people practices, introduction of new ways of shopping, technology investment in CRM and analytics. We introduced Indians to a modern way of shopping as early as in 1991, and now we will invest in taking our Indian consumers towards the ‘bridge to luxury’ retailing in India and meeting their new found aspirations and global ambitions.”
Govind Shrikhande, Customer Care Associate & CEO, Shoppers’ Stop, said, “Consumers today are constantly seeking to upgrade their lifestyles and move up to the next level in life. Shopping provides a means of personal transformation through products and brands. Our new positioning of house of brands for fashionable families would help us connect with the customers even more strongly.”
On the communication front, the company has unveiled two TVCs and a couple of print ads portraying the new brand identity and logo. Keeping in mind the brand new look, the creative work in both television and print is in a black and white format.
Commenting on the thought process behind the campaign, Ravi Deshpande, CCO, Contract Advertising, explained, “We have been a part of this ideation process since the beginning. Changes are important, especially those that are happening in due course of better services and other initiatives that would help Shoppers’ Stop create a better brand. So, we were looking at an idea which would be beyond retail, something that would give a feel of larger than life.”
Alongwith the new look and feel, the retail chain has also introduced various initiatives in tune with the brand’s new philosophy. Some of the initiatives include trial rooms with day and night lighting options, which is a first in retail in India and was conceptualised based on a consumer insight that most women wished to evaluate a garment both in day light as well as to see if it looks good for an evening do. Another initiative is Shoppers’ Stop radio format, which has been created specifically keeping in mind the brand’s positioning and the ambience that it presents to its customers.
The retail chain has now also taken an extra step in terms of social values and being environment friendly with ‘Think Green’. The first initiative under ‘Think Green’ is coming to the aid of Neem trees, wherein Shoppers’ Stop is distributing 1.5 lakh Neem seed sachets alongwith Life merchandise. A print ad has been brought out to encourage customers to become more aware of environmental concerns.
Shoppers’ Stop premiere international brands such as French Connection, Tommy Hilfiger, Esprit, CK Jeans, Gas, Lancome, MAC, and Chanel among others. It also showcases some exclusive brands like Insense, Haute Curry as well as Push and Shove.