Farmers - Back in Fashion
Category:Agency:Advertiser: | Corporate Reputation\Image Colenso.99 Farmers |
SUMMARY
New management of Farmers was looking for ways to drive more profit out of the business in a highly competitive market. Business analysis showed fashion related categories would attract sales and deliver higher margins, resulting in increased profitability.
However, fashion was not an area Farmers was well known for. It was better known for its deals on big ticket merchandise. It would need to reposition its brand if it was going to make it in the tough fashion industry.
A strategy that leveraged Farmer's existing...