The chain of shoe stores "Econika" (GC "Novard") has carried out a rebranding jointly with the international British agency STARTJG. As a result, the brand positioning, corporate identity, store design and assortment matrix changed.
During the first stage of the project, we made a decision that Econika is becoming a mono-brand, ”said Irina Zueva, marketing director of the shoe chain. - From the fall-winter 2015/2016 season, coming to the Econika salon, our clients will buy shoes already under the ekonika brand. We still have the premium part of the collection, which we brand Alla Pugachova - this is a kind of long-term collaboration. At the same time, we refuse from other brands, for example, our main one - RiaRosa.
At the second stage of the project - after updating positioning, determining the nature of the brand, changes and corporate identity followed.
The new graphic symbol is based on the idea of a community of like-minded people - lovers of fashion, style and footwear.
The signature colors are tied to parts of the collection, but the base color, warm, pastel powdery with accents, also reflects the femininity of the brand.
The biggest changes have affected the trading concept. Pilot salons are planned to be launched in the summer of 2015.
The new advertising campaign for the spring-summer 2015 season is made in a new style and launched with the slogan "Econika". Stylish changes ”.