Conran Design Group is to rebrand major Turkish fashion retailer Seven Hill, as the business looks to bolster its domestic and international retail estate.
The work will encompass repositioning the brand and developing a new-look retail strategy, integrating visual identity, in-store environments and communications materials, says consultancy design director Richard Stayte.
Seven Hill is scheduled to relaunch in the first half of 2005.
‘It is an established and successful brand, but it is aware that if it is to compete at the next level, it needs to review the brand and define a bit more about itself,’ Stayte explains.
CDG intends to shift Seven Hills away from its ‘mainstream’ positioning towards ‘something more urban’, he adds.
Seven Hill’s core clothing range is targeted at men and women in their early 20s, but the retailer also produces a collection of children’s clothing, Seven Hill Kids, for 2- to 16-year-olds.
The company was established in 1997 and has 18 own-brand stores in Turkey.
It is also distributed to 370 other retailers throughout the country and has more than 70 ‘sales points’ in Russia, the Czech Republic, Germany, Romania, Greece, Slovenia, Persia, Romania and Bulgaria.
CDG won the work in July, following a credentials presentation.
Stayte is creative lead on the project.