The retailer says it undertook the rebranding exercise as part of its expansion plans and based on customer feedback. “Customers perceive Ritu Wears as a feminine store. However, it is a lifestyle category department chain which offers a wide range of high-fashion apparel and personal care products for men, women and children,” says Sanjay Sahni, MD, Ritu Wears.
Maintaining that the rebranding exercise primarily aims at changing customers’ perception about Ritu Wears, he says, “Ritu Wears is not limited to a particular category and we want to correct the notion that the end consumer has about the brand.”
The new logo – with four human figures – celebrates the colourful bond of a family and positions Biglife Ritu Wears as a family lifestyle destination where there is something for everyone. The new format is more interactive and responsive, making it customer focused. The total investment made on the exercise is over Rs.2 crore.
On how the retailer plans to communicate the repositioning of the brand, Sahni says, “An extensive outdoor promotion for Delhi, Jalandhar and Amritsar has been undertaken. All the customer touch points in the store are also talking about Biglife.”
With a vision to establish itself as India’s leading fashion and lifestyle brand with global values, the company also plans to introduce new retail concepts in the rapidly evolving modern retail landscape in India. In the last fiscal, Ritu Wears launched four showrooms in Indore, Jalandhar, Amritsar and Ghaziabad. It plans to add 3 more stores by 2010 in cities such as Mumbai, Dehradun, Jaipur, Meerut, Panipat, among others.
Ritu Wears offers a wide range of high-fashion clothes, footwear, jewellery, cosmetics, fragrances, toys, watches, sunglasses, luggage and accessories for men, women and children. It provides an extensive range from brands such as Color Plus, Provogue, Levis, Louis Phillipe, Van Heusen, Arrow, Lee, Bentley, Pepe, Octave, Black Berries, Reebok, Vibe, Shapes, Gini & Jony, Ruf, among many others.
– Payal Kapoor