Dubai-based fashion retailer Splash has launched a uni-brand concept across its stores to revamp its product portfolio and offer a fresh store look, symbolising a year of new beginnings. Based on the philosophy of fashionism and taking cues from the Splash Fashion Show, the new store design is structured on the pillars of fashion, party and creativity.
In the first leg, Splash will revamp and refit close to 30 stores across cities, after which it will incorporate the change across all its stores over the next three years.
“Over the years we have seen an evolving pattern of peopleshopping at Splash irrespective of the brand name. We even conducted a research study using a 1,000 customer sample across the GCC to confirm our observations. This led us to adopt a strategy of introducing a uni-brand,” says Raza Beig, CEO of Splash.
Splash is a brand that caters to the everyday lifestyle needs of consumers, with collections for men, women and teenagers. Its wide-ranging portfolio sports 35 brands, of which 24 are designed in-house and 11 are international. The new concept brings together its in-house portfolio under one brand name – Splash, but with sub-categories like Splash Youth, Splash Smart, Splash Accessories, Splash Beach, Splash Vintage, Splash Active and so on, making it easier for customers to browse through the collections. It retains the original spirit of fun and functionality, with handtags on every item to ensure increased customer satisfaction and brand credibility.
Splash’s international brand portfolio will also see a rejig as newer designs and cleaner showcasing of merchandise is introduced in order to further engage customers and improve the shopping experience at Splash stores.
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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