Repositioning and creating breakthrough brand visibility in a cluttered retail environment.
In Environments, Strategy
Gokaldas Intimatewear, the makers of the brand Enamor, catering to the need of the upper society Indian women within the segment of premium lingerie, realized their growing number of disengaging audience due to the low visibility of their brand and products in today’s fast-changing and competitive retail industry. One among their business sector was the area of Multi-Brand outlets, which marked the important revenue stream for the brand business and to address the concern of boosting the brand recall and visbility within the identified format, the brand stakeholders reached out to Cogwheel Studios in carrying out suitable design intervention exercise for building relevant solutions.
ClientGokaldas Images Pvt. Ltd. ServicesBrand audit, Ethnographic research, Strategic visual merchandising systemsYear2014
Brand audit & research
To initiate the process, we intervened to understand the nature of the existing brand, it's perceived value proposition and observed the retail environments where the brand products were being sold via our unique ethnographic research to draw reference to the existing problems.
Visual merchandising systems
While drawing an inference to the carried out brand audit and market research, we realized the need for a holistic brand communication system, that embraced the consumer and retailer behavior patterns at various levels.
A series of opportunity areas were identified across organized and traditional multi-brand outlets where meticulous design intervention techniques were adopted in developing solutions that created breakthrough results.
By understanding and banking on the cognitive ability of a consumer and retailer within the store and the influential factors that drive the decision-making factors, many of the proposed solutions were functional, from a retailer's perspective and informative to the end consumer.
While a few of these solutions were targetting the audience within the store, other few were strategically designed to increase the brand recall within a near future customers mind or a potential brand marketer volunteer in order to establish breakthrough results for the brand business.
