Lumsden Design Partnership has been appointed to rebrand Russian fashion chain Moda Bazaar, as it moves to compete with mass-market European retailers, which are rapidly encroaching on the local brand’s market.
A prototype store is scheduled to open in Moscow in March 2005, with the concept rolled out throughout the rest of the retailer’s estate by 2007.
The London consultancy beat five other consultancies to the work, which is worth a six-figure sum, following a credentials pitch carried out in August.
‘The clothes that Moda Bazaar is selling are good quality, but the environment that it’s selling them in is dismal,’ LDP managing director Callum Lumsden says. ‘It’s being confronted by retailers like Mango and Zara, and it wants to aim at the same market.’
LDP is currently developing a name, brand platform, identity, interior design and visual merchandising for the chain.
As Lumsden explains, the work will have to appeal to a broad demographic. ‘Moda Bazaar’s age range is really wide. It sells men’s and women’s fashion [to shoppers ranging from] about 18-to-40 years old. We’re looking at shortening that to 24-to-36, so it’s more focused,’ Lumsden explains.
He adds that Moda Bazaar was particularly keen to work with British retail designers, because of their reputation for innovation. ‘Russian retailing is not nearly as sophisticated as it is in the UK. Moda Bazaar wanted people who could guide them and had experience in changing brands.’
Moda Bazaar was established in 1999 and now has 17 stores across Russia.