RE-BRANDING OF 77th STREET
77th Street has veered off their desired brand positioning and are shown to be out of touch and not in style anymore.
Proposed Brand Strategy
The new brand strategy would be to realign 77th Street back to their original brand position and introduce it as a more personable brand that youths would be able to look up to, and associate themselves with, once again. 77th Street would have a more modern and trendy feel, and supply more current, tasteful and fashionable collections with collaborations from designers.
For youths aged 13 to 25 years old, 77th Street aims to be the most modern, trendy and fashionable amongst all street-wear brands because of its convenience, wide variety of products, and it is also eager to tailor itself to reflect the fast changing needs of youths. It embodies the characteristics associated with youths such as freedom and carefreeness.
The brand story would be more personal, and relate directly with the consumers themselves, to capture their attention. The brand motto will be changed from “Brand with Soul”, to “Making Style Happen”.
Also, instead of communicating to consumers that the company allows consumers to be inspired and empowered, the main subject of the sentence would shift to that of consumers. For example, by using ‘you’, instead of ‘we’ more often, and ‘yourself’ instead of ‘themselves'. Hence, instead of the original brand narrative, “we inspire and empower individuals to express themselves”, it could be phrased differently to be more personal this way - “Get inspired, and express yourself, redefine limits and redefine you.”
The brand values would be kept the same, and 77th Street will still continue to drive the spirit of enterprise in youths through its current avenues but with better awareness of its initiatives and strengthen their involvement with helping out-of-school or needy youths.