Beginning as a clearance outlet for apparel, Megamart progressed to becoming value brand. But with changing expectations and the fact that younger audiences stopped shopping at Megamart, there was an urgent need to do something. Changing direction to become a value fashion retailer, Megamart revamped the brands it stocked and changed its identity.
Our task was to communicate the changes in a dramatic break from past advertising. Over the next two seasons, we proceeded to give all the work much more fashion oriented communication – both for the stores’ own private brands and its international brands. to make it relevant to younger, hipper audiences. Simultaneously, kidswear and womenswear were also introduced to broaden the stores’ appeal.
(this case is covered in detail in our case studies section)