Giordano has tapped start-up marketing consultancy iThink with repositioning the Bluestar Exchange brand into an offer which appeals to the key youth demographic, in a way that differentiates the brand from its apparel rivals, which include Bossini, Baleno, Uright, Uni Qlo and Muji. The central message of the repositioning campaign will revolve around 'the young and the young-at-heart' theme, and will feature a number of t-shirt collections to reflect the new positioning.
"Currently, Bluestar is positioned as an affordable, basic casual wear brand, which targets the mass market," said Johan Wong, director, iThink. "We're aiming to give the brand a new meaning that people will talk about, by being fun, culturally relevant and bold."
Although final details of the advertising campaign have yet to be revealed, Wong said the push, expected to kick off after Chinese New Year 2007, would also involve store facelifts, logo redesigns, packaging changes, POP and garment merchandising across the three markets, which would seek to present a sleeker, more edgy, urban attitude for the brand.
"Consumers have become savvier and more demanding, and they are surrounded with ubiquitous advertisements and a gamut of apparel brands to choose from," said Wong. "Brands in the mass market segment are not sufficiently differentiated, so Bluestar needs to sharpen its image to achieve a more meaningful distinction."
