India : Shahrukh supports Shoppers Stop's new persona

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Home / Knowledge / News / Fashion / Shahrukh supports Shoppers Stop's new persona

Shahrukh supports Shoppers Stop's new persona

24
Apr '08

Shoppers Stop, India's premier fashion and lifestyle destination, unveiled its new evolved identity, as Shah Rukh Khan, the King of Bollywood revealed the new logo and introduced the new expression of the brand.

With the changed identity, Shoppers Stop has upgraded its positioning to a 'bridge to luxury' store and continues to reinforce its position as a leader in the fashion retail industry.

The new logo has an international look and a timeless appeal. It is a reflection of Shoppers Stop brand's character of being a Trusted & Inspiring Guide in the world of fashion, a Progressive & Dynamic brand, which is Imaginative and is a Thought Leader. It continues to exemplify the core values of Trust, Comfort and Warmth which the brand has always stood for.

Keeping in mind the entire 'bridge to luxury' positioning & the fact that luxury brands have a flaunt value that symbolises “having arrived”, there is a new symbol that has been created for Shoppers Stop.

The symbol, which is created out of the initials 'SS' gives one a cue of infinity & delivers the message of the infinite possibilities that the brand promises.

The new baseline of the brand 'Start Something New' encourages customers to take a step ahead to upgrade oneself to the next level in life. It encourages customers to step out of the box and do things that they've always wanted to but never had the time for.

The new brand philosophy promises to help customers move up to what the world is advancing to; even bringing them experiences that they may not have yet imagined.

Shoppers Stop has introduced various initiatives in tune with the brand's new philosophy. Some of the initiatives are
1. Trial rooms with day and night lighting options – this is a first in retail in India and was conceptualized based on a consumer insight that most women wish to evaluate a garment both in day light as well as to see if it looks good for an evening do.
2. Shoppers Stop Radio – This is the first time in the country that a retailer has launched its own in-store radio format. This format has been created specifically keeping in mind the brand's positioning and the ambience that it presents to its customers.

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