Project Details

The Sunspot Sunglasses shop is part of the Magrabi Retail Group. Due to low sales achievements, management requested an assessment of the brand and store together with a repositioning exercise.

How Did We Help

We undertook qualitative research among customers to understand their perceptions and expectations then drafted several positioning routes based on the insights we collected. The positioning routes were than translated into three retail concepts. Following the pre-testing of the concepts and the selection of one, we developed a full rebranding plan which included naming, store experience recommendations and a briefing to architects.