Coleman Planet has created new in-store communications material for shoe retailer Ravel. The brand consultancy is aiming to develop a new, competitive positioning for the chain.
Following market research aimed at Ravel target customers, the consultancy was enlisted to address people’s perceptions of the brand. Target customers, chiefly 20- to 24-year-old women, perceived the chain’s offering as being one of “fashionable work shoes”, having lost out on high fashion and style perceptions over time. The new positioning labels Ravel’s products as “shoes born out of desire”. It will break in-store from next month with large window posters and in-store communications material bearing the strapline.
A Ravel spokesman says the aim of the rebranding is to “firmly re-establish Ravel’s competitiveness in the marketplace as one of the leading fashion shoe retailers, stocking the shoes that consumers simply have to have”.