Brands make use of rebranding to create a different brand identity or freshen up.
On this occasion Stradivarius changed its visual identity.
This, with the aim of representing a renewed femininity.
When a brand changes its visual identity, its typography, logo, colors or other elements, it is considered that they are making use of the advertising tool of the brand. rebranding. The process of modifying the organization’s corporate image was used by Stradivarius to renew its visual identity.
The Inditex subsidiary is the group’s fifth largest chain after Zara, Pull&Bear, Massivo Dutti and Bershka and is aimed at a young female audience. So far, it has recorded a positive trend in its sales revenue in the world. Just to measure its greatness, the stores in Spain reached one thousand 224 million euros in 2020, indicate data from Statista.
Why do rebranding?
In order to constantly evolve and renew, brands must take into account the rebrandingsince it is a tool to stay and survive in the market.
Many people understand the rebranding like a logo change; however, inward and outward communication may change. Therefore, it is necessary to know the reasons and nature of the reasons that have led the brand to evolve.
“There are two fundamental questions when it comes to knowing if your brand needs a rebranding. The first is that your brand promise no longer represents you, the second is that your business has evolved and is no longer what it used to be.” says Llorente y Cuenca (LLYC) in a report.
Following LLYC data, the business can benefit because the competitive position is enriched to maintain or increase market share; extends the activity; offers a new value offer; increases desirability, among others.
The new identity of Stradivarius
With the rebrandingthe brand modified its visual identity through a new “contemporary and refined” logo.
And although when listening to the new identity one can imagine that the brand completely changed its visual identity, the reality is that the isotype of the note sol was preserved and only the typography was modified.
According to Stradivarius, the brand aims to represent renewed femininity, which it advocates so much for in its products.
Now, the brand identity presents a look more refined and contemporary with finer lines, giving a touch of subtlety, style and cleanliness.
Although the brand announced its rebranding did not explain the reasons for its realization.
In this sense, the main objective of the rebranding, could be, boost your marketing and its value proposition, which can promote brand recognition in the market, that is, reconnect with people and the business. Without a doubt, female customers will recognize the purpose and direction of Stradivarius.
The truth is that there are several reasons why the brand chooses to do rebranding and in general it is usually positive for brands, but it has risks, such as consumers not feeling identified.
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