07 Decmber 2017 In Trending

Omni channel stores are one of the most considered business idea nowadays. A highly futuristic concept which can promise a rapid growth if strategically planned properly. As reflects its scope, the risk in such a channel is highly involved. M LOUNGE, owned by MONTZO LIFE is such a venture which aims to get hold in the global market. A retailing platform for men’s fashion concepts which conveys the concept of “ONE STOP STORE” for gents fashion. Incorporating the offline and online shopping is comparatively a complex process. Building a brand, setting brand strategies and brand marketing, of an Omni channel store needs best techniques and expert handling. M LOUNGE, had an impressive response from the market when launched for the first time in 2013. The concept was highly appreciated as it was offering the best and branded collection of men’s fashion clothing and accessories. It was the first step towards the Omni concept.Closely analyzing the emerging scope and response for the brand, M LOUNGE decided to rebrand and re-launch their flagship store in a large town sensing the presence of a high potential market. A 32000 sqft store in 5 floors with almost all brands including international brands. The project was very crucial as the brand has to get the attention of gents falling into different categories at a time. M LOUNGE aimed the fashion thoughts of both youth and professionals. It is obviously a challenging project for a branding and advertising agency to fix such an already established brand in a new location, with a different identity.







As a part of re-branding M LOUNGE, the first step was to execute the thoughts and plans regarding an exceptional logo. There were a list of restrictions for developing the logo. The logo was needed to have an international grade with limitations in using colours. A black and white combo was the preferred one. The shapes were needed to be sharp and the font was neededto be single. No modifications were allowed for any of the elements using the logo. Also, both the logo and the icon were needed to be given equal importance even though appeared alone. The suitability of the icon to mobile apps was also given equal importance, which surely made the assignment more complicated. After conducting a thorough study about the requirements and project, team Capio done a detailed documentation in which all the data including the possibilities, guidelines and strategies. We all know, planning makes everything easier. Team Capio developed two different logos for M LOUNGE keeping in mind all the restrictions and guidelines. These two logos had one thing in common. The basic shape used was a square in both. Two different possibilities of the same concept. Later developed the square blocks and frames to two different logos. The logos have much resembleosing the right one was the game.





The logos were undergoing a series of tests which included readability and visibility checks. Before deciding the final logo, team Capio conducted a detailed survey to monitor the public interest and readability of the logos. The logos were first introduced to people belonging to different demographic, psychographic and geographic categories. The responses were carefully noted and decided the final identity accordingly. The suitability of the selected logo is re-assured through different relevant applications. The logo followed an International style as the brand has a clear business vision.





The uniformity in following branding applications and making people spotting out the brand from a pool of brands, decides the extend of its effectiveness. And this effectiveness decides the success of Capio as a branding and advertising agency. We concentrated on making the brand acceptable, identifiable and preferable for the audience. The logo was then applied to several mock ups to ensure its suitability for the brand. This samples helped us to list out the minor modifications needed to give it a complete shape. The logo gave a perfect blend with the applications we tried was ready to launch in the market.




While the logo was getting introduced, we planned a parallel brand promotion. Tabulating and listing various promotional methods, we finally decided to choose stick on to “minimum time, maximum publicity” ones. Our first survey report summarized to go with radio ads and out door promotional activities which promised the reach to maximum audience in shortest time. Our next step was tocreate the best script for radios which get the brand attention of the market. The scripts were made ready and undergone different voice tests. The best voice and style is selected and the set the voice on air. Mean while plans for out door promotional activities were going on.





Every business aim their promotional activities to be cost effective. But often these activities don’t give a noteciable response from the market. In this case of M Lounge, we decided to go with 2 main activities which washighly result focused, within shortest span. One was conducting small games and contest in high foot fall areas and the other one was vehicle promotional ads. The games gained the interest of many and thegifts they got at spot grabbed public attention towards the brand. We could generate an urge in the minds of people to know more about M lOUNGE through this. The specially designed flyers are distributed as an answer to public interest and invited them all for the grand inauguration of M LOUNGE. We could fix the gents only store concept of M LOUNGE in the minds of potential market through this. For promotional vehicles, we decided to go with simple concept which gives the whole concept of M LOUNGE at a single sight. We targeted to promote sections separately in each vehicle and categorized the sections as Casuals, Formals, Footwears, Wedding wears and Accessories.







Marketing now a days has a different approach. Any brand or business with out utilizing social media marketing channels remains outdated as majority of the potential customers are met online than offline. The market now prefer a brand which showcase the details online and are available at their finger tips. M LOUNGE already had some social media accounts which was found to be paused. As it was a case of bringing a new identity for analready established brand, the pages reflected uncertainity. A quick transition from old dentity to a new one was quite risky. Then we decided to hide the page for a few days mean while some great works were getting ready to introduce the change. Later updated the page with new phase of the brand and used paid promotion method to ensure maximum reach for the identity.





Often ordinary promotional activities and marketing won’t be enough to attract a mass in the case of an omni channel business concept. Especially when it comes to the day of launching a business in the market. The needfor creating a crowd on the inauguration day was the main concern for M LOUNGE. Discussions were done based on how to. Many similar cases were referred. Finally we decided to go with something bigger. An inaugural dealwas launched. Free shopping worth Rs.1000/- were offered to first 250 visitors in queue on the day of inauguration. This could create tremendous response in social media and could generate much enquiries regarding the deal. The strategy worked out really well and could gather 5 times more crowd than we expected. This positive response from the market helped us a lot to plan the future of M LOUNGE.







Capio tried an entirely new concept for hoardings of M MLOUNGE. ‘Short yet descriptive’ pattern used in hoardings could convey what the brand needs. When it comes to captions, the shorter it becomes the greater the efforts. We used single word captions like “PROFASHION”, “PERFOMALS” etc. which can fulfill the purpose of a hoarding with in a second. The idea was well conveyed in a single sight. The hoardings placed at different locations gathered much public attention for the brand and could generate more visitors day by day. The theme and concept we followed has to be reflected inside the showroom also. There is dedicated floors for different categories inside the store, including a mezzanine floor. After analyzing the wall sizes and frames inside the store one by one, done matching designs. The captions and pattern used well suits the brand image and identity so that the customers’ perception remains constant. The uniqueness in the designs and simple concept we chosen could win much appreciation.





Often ordinary promotional activities and marketing won’t be enough to attract a mass in the case of an omni channel business concept. Especially when it comes to the day of launching a business in the market. The needfor creating a crowd on the inauguration day was the main concern for M LOUNGE. Discussions were done based on how to. Many similar cases were referred. Finally we decided to go with something bigger. An inaugural dealwas launched. Free shopping worth Rs.1000/- were offered to first 250 visitors in queue on the day of inauguration. This could create tremendous response in social media and could generate much enquiries regarding the deal. The strategy worked out really well and could gather 5 times more crowd than we expected. This positive response from the market helped us a lot to plan the future of M LOUNGE.



A branding agency sense its success when the project handled hits the prime aim. In case of M LOUNGE, Capio is proud to announce our success and once more could prove that together a team can win any thing.

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CAPIO is a Digital Creative Advertising Agency in Calicut. A 360o outright solution provider.