Aditya Birla Fashion and Retail Limited (ABFRL)
Excited and anxious, that’s how we could sum up the task that was handed down to us. The team at Madura Garments – now Aditya Birla Fashion and Retail Limited. (ABFRL), was taking a leap of faith, the brand was on a transformation path from within as it wanted to create a retail presence for itself. The stores would open its doors to non Madura Garments brands, i.e., Levis, Montecarlo, Manyavar etc., apart from retailing its home brands.
Service
Creative & Design
Client
Aditya Birla Fashion and Retail Limited (ABFRL)
The change was eminent and had to be done, as the target audience was getting younger while Madura Brands were also designing merchandise that was catering to the newer generation who were willing to experiment. The challenge was that the stores
were perceived to attract more matured customers. We were a little apprehensive about it, so we went ahead to survey a sample customer base to understand better. The outcome was remarkable… Read more…
Madura Garments, now Aditya Birla Fashion and Retail Limited (ABFRL), entrusted HARRY&LOUIT with transforming Planet Fashion. Despite the perception of attracting mature customers, a survey revealed a diverse customer base, including more women shopping for male partners. Aligning with the client, the agency aimed to position Planet Fashion as a retail destination for all occasions, targeting a younger and fashion-conscious audience. The rebranding effort sought to provide a refreshing experience and a new identity aligned with the brand’s evolving ideology. The successful transformation changed perceptions, turning Planet Fashion into a stylish destination suited for all occasions. Read more…
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