AKRIS Rebranding Project
S
W
O
T
- Precise target group
- Vertical integration
- Family business
- Production in St Gallen
- Good reputation
- Price positioning
- Timeless products
- Strong culture
- Lack of product expansion (segmentation)
- Fast paced market
- Lack of visibility
- Old brand image
- Main revenue from B2B
- Lack of market share
- Expand business
- More recognition
- Widen target customer
- Strengthen brand image
- Global Digitalization
- Geographic Disparity
- Changing Consumerist Behavior (Gen z)
MISSION
Akris encompasses and harmonizes elegancy boldness and strength. Akris micros women who hold an independent mindset, and individuals who walk with determination and success.
WOMEN
ARE
THE
PURPOSE
Inclusive to all women who feel their mindset and equal value is mirrored in the brand. Akris targets a specific group of women who’s mentality is one of success, drive and determination. Women of various different lifestyles, but a shared common values. Akris is for women of higher income bracket who want to dress in non dramatic boldness. For elegant meticulous women, who are looking for good quality, subtle high fashion features, and excellent after sales services in Akris products. Akris maintains an exclusivity and “anti-marketing approach” and “logoless” products for women who look for supreme luxury, where the brand is identifiable through details and craft. Through its long lasting products and timeless beauty that mirrors a womans feeling of accomplishment through every step they take.
LIPSTICK
The importance of making women feel valued and understood is crucial to the Akris house. Lipstick shades, will be paired with the new accessory shoe line. Where the shades, will be directly linked with the color shoe that the woman picks out. Linked to the feeling and affirmation of their personality.
LABELING
OFFLINE RETAIL EXPERIENCE
1ST FLOOR
2ND FLOOR
The second floor is a contrast to the 1st. The customer will be fully immersed in the collections colors and fabrics. Large installations, and pillars will be placed, where the space will create a labrinth feeling. The installation pillars, walls, and furniture will be covered in the collections fabrics and colors. The space will be soft and comfortable, an area where the client will immerse themselves in the collections inspiration and colors. The area will be a great place where gen-z’s can take pictures, and try on Akris’ products.
Barely entering the store, the atmosphere is very tranquil. As the client enters a space where time goes by slower, allowing the customer to feel welcomed and tranquil. The high ceilings and lack of devoration will embrace a feeling of prestine luxury. Garments will be segmented and organized in a harmonious color way. Most of all, the color, tone , and theme of the environment will come directly from the product.
CAMPAIGN
The images for the Akris campaign reflect a bold unidentified persona. The images express the color ways, body language, and message, of the new modernized Akris, and certainly attract the type of women who feels mirrored and attracted to this imagery, and brand message.
- @AKRISOFFICIAL
Akris’ social media presence will be very prominent, targetting younger individuals, through the use of ads. The fashion house will use angled photos of women, images of details, textures, new accessories teaser, and store revitalization. The logo and caption will present a strong concise message and brand mantra. The images begin with the teaser of the brand message and new collection campaign images. Followed by some prominent details frorm the catwalk show, and in-store image. Lastly introducing the new shoe line, and dynamic angles images of the product.