Children's clothing and footwear brand Lassie announces relaunch in Russia
The brand of technological children's clothing and footwear Lassie, known to the Russian buyer for more than 20 years, announced the beginning of active development in Russia and the CIS. Already in the third quarter of 2023, Lassie plans to open mono-brand retail stores in Russia.
The company will present customers with an expanded range and a premium line of Lassie Star, which includes best-selling models and is characterized by the highest quality, increased durability and impeccable style.
The Scandinavian company also announced a rebranding, which is associated with qualitative transformations within the brand and ambitious plans - they are reflected in the new identity and logo.
The new logo reflects Lassie's many years of expertise and love for outdoor activities: in the letter "a" you can see swimming, snowball fights and skiing. At the same time, the laconic forms of the remaining letters refer to Scandinavian minimalism and tranquility.
The updated visual style of the brand is based on the traditions and unique features of Scandinavian nature. Dark blue and light blue were chosen as the signature colors of Lassie: they are the ones that best convey the aesthetics of the landscapes of the Nordic countries, their open spaces and tranquility. So, dark blue symbolizes the crystal clear lakes and fjords of Scandinavia, and blue color - numerous glaciers and a clear sky.
Graphic elements such as banners and visual identity for social networks emphasize the rethinking of traditional Scandinavian colors. Geometry is also noticeable in other details of the graphics: they are inspired by natural elements, including trees, mountains and the sun, as well as recognizable features of the life of the Scandinavian inhabitants - one-story houses and boats.
Previously, the Lassie brand was not engaged in active marketing support: until recently, goods could only be purchased at the lassie.ru online store, from large retailers and on marketplaces. Nevertheless, brand awareness in Russia at the beginning of 2022, according to the NEPA research agency, was 37%, which indicates the brand's demand and trust from customers.
“Despite the large-scale “relaunch” of the brand in Russia, the mission of Lassie remains unchanged: we care about an active childhood, the comfort and safety of the child – this is why the brand is loved by parents all over the country. We remain experts in the field of a functional outdoor line, in which every detail is thought out - from the properties of the membrane to the temperature regime, ”emphasizes Yana Dmitrieva, Executive Director of the company.
Lassie is a Scandinavian brand of functional clothing, footwear and accessories from Finland. For more than 70 years, the company has been creating comfortable and stylish looks for children from 2 to 14 years old: things are made of durable fabrics that protect children from wind, dirt and water, so they are suitable for any season. Lassie products are presented in its own online store, in the networks of the largest retailers, as well as in 200+ stores in Russia, Belarus and Kazakhstan and on leading marketplaces.
The brand of technological children's clothing and footwear Lassie, known to the Russian buyer for more than 20 years, announced the beginning of active development in Russia and the CIS. Already in the third quarter of 2023, Lassie…
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