Savacentre smartens up its clothing range

Sainsbury subsidiary Sava-centre is repositioning its clothing range to compete with Marks & Spencer and BhS, with a new identity by The Brandnaming Company.

The identity is launched today (Thursday) and will be implemented across the range of men’s, women’s and children’s clothing, as well as garment labels, swing tickets and in-store displays.

The Brandnaming Company, which is the sister group of CLK, has devised the new brand name – Initials. “We worked closely with Savacentre’s in-house design team to find a name which had the flexibility to work across all

genders, all age groups and all clothing types,” says a consultancy spokeswoman.

“And as Savacentre’s parent company is Sainsbury, the

objective was also to tie in the key Sainsbury brand equity of quality – hence the JS device,” adds the spokeswoman.