Personalshop is a fashion mail order business, with operations mainly within German-speaking countries, offering its exclusive clientele a wide product range at affordable prices. The mail order company impresses its customers with a large variety of fashion products for men and women, home décor accessories as well as kitchen products. Besides their private labels, Personalshop also offers a large selection of branded products.
In order to position the private labels of Personalshop for the future, Brandpulse works out a clear structure within the product range. This is reflected in a concise brand positioning (core, values and promise of performance) for the individual brands. Based on this, Brandpulse develops the entire brand image of the 23 brands and summarizes its application principles in distinct design guidelines.
The result is a stringent arrangement of the fashion brand portfolio with precise positions and implications for product development, marketing and sales. Potential cannibalization effects are reduced by clearly defined product ranges and differentiated brand positions. Efficient marketing is made possible due to a focus on key messages and coordinated communication measures.
