There is a curious tendency in retail. New economic conditions are forcing market players to reduce purchases, advertising costs, staff, and at the same time invest in rebranding.
According to LCMC experts, the number of calls to rebranding professionals has more than doubled, especially from the owners of shopping centers. Previously, only 20% of the total number of owners needed such services, but since December 2014, the number of applicants has grown to almost 50%.
The problem of rebranding is becoming relevant not only in Moscow and St. Petersburg, but also in the regions of Russia. Increasing competition in the real estate market and a decrease in purchasing activity are forcing both to solve the problem of technical and moral depreciation of retail premises and to update the concept of spaces that have lost freshness and novelty.
The idea of rebranding is capturing not only shopping centers, but also large shoe chains and small stores. Since last year, a large-scale rebranding has been carried out by the Tervolina chain. The new concept was named Tervolina Sky and is completely performed in aero style - the image of the aircraft is reflected in everything: from the interior design to the uniform of the employees. It is noteworthy that Tervolina refused to use standard fashion-images with girls and boys of model appearance in trendy colors of clothes. The company decided to decorate the salons with genuine paintings by contemporary Russian artists, in particular by Leonid Rotar and Alexei Belyaev-Gintovt. As a local example of rebranding, one can cite a partner store of the Tamaris brand in the center of Kirov. Despite the crisis year, the owner of the street-retail format shop carried out a high-quality restyling of the retail area, highlighting the brand-name zones “shop-in-shop”. Competent market players understand that for intensive quality growth in the future, it is necessary to create modern and stylish retail spaces that can attract the target audience, increase customer traffic and maintain loyalty.
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