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Launch of The New Beginning concept across Splash stores
22
Aug '12
Revamping its product portfolio and offering a new store and symbolizing a year of New Beginning’s, high street retailer Splash has launched a uni-brand concept across its stores. With an eye for the latest global trends, the brand moves forward to re-define its product portfolio with the existing brand philosophy. The twin concepts reflect a young and very vibrant attitude, while offering a glimpse into the future of the evolving Splash brand with its fresh look and feel.

As a brand Splash caters to a customer’s every lifestyle need showcasing popular collections for men, women and teens, with a gamut of 35 brands under its portfolio of which 24 are designed in-house and the other 11 are international. The new concept brings together the in-house portfolio under one roof and gives customers the ease of browsing through various collections, all under the brand name Splash but divided into categories like Splash Youth, Splash Smart, Splash Accessories, Splash Beach, Splash Vintage, Splash Active and so forth. Hand-tags on every item will also ensure increased customer satisfaction and brand credibility while retaining the originality of fun and functionality while shopping.

Speaking on the uni-brand concept, Mr. Raza Beig, CEO, Splash & ICONIC said, “Splash’s journey into the world of fashion started 19 years ago when we opened our very first store in Sharjah. We started as a trading house and over the years constantly adapted and revamped our offerings to recognize the burgeoning fashion interests of our customers to become a brand with its pulse firmly on fashion. The introduction of uni-brand is a strategic move and an essential brand strategy, as over the years we have seen a pattern evolve where people shop at Splash irrespective of the brand name. This was further endorsed when we conducted a research with a 1000 customer sample size across the GCC.”
 
The international brand portfolio of Splash will also see a re-jig as newer designs and cleaner showcasing of merchandise is introduced, in order to further engage the customer and make shopping at Splash an experience to look forward to.
 
The new store format is based on the concept and philosophy of Fashionism. Taking cues from the Splash Fashion Show, the store is designed on the pillars of Fashion, Creativity & Party. 
 
The stores will be a centre-stage for the consumer, which they explore in phases. With an intentionally closed façade that is revealed only once the customer steps in, the store front transforms the logo into a structural element of black and white panels that also includes coloured panels reflecting the season. 

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