Strategic Realignment: 23 Private Labels for Personalshop

The Challenge
Personalshop, a major player in European fashion mail order, faced a complex task: the complete restructuring and development of their private label portfolio. The goal was to significantly increase the attractiveness of their private labels while creating a coherent overall image across all product categories – from fashion and accessories to household items.

The Strategic Approach
The particular challenge lay in the breadth of the assortment. Brandpulse first developed a clear structure that avoids cannibalization effects between brands while giving each brand its own distinct character. The focus was on:

• Developing distinct brand positioning
• Defining specific core values for each brand
• Elaborating individual performance promises
• Clear differentiation of product range areas

The Implementation
In a multi-stage process, 23 independent brands were created. For each one, Brandpulse developed:

• A concise naming
• An individual positioning strategy
• A distinctive brand design
• Specific design guidelines

The Result
The restructuring created a consistent portfolio of fashion, watch, furnishing, household, and health brands. The success is evident in:

• Clear differentiation of brands in the market
• Reduction of cannibalization effects
• More efficient marketing and sales activities
• Increased attractiveness of private labels

The new brands enable Personalshop to continue offering attractive prices to its exclusive clientele – now with even clearer positioning and stronger brand presence.

personalshop.net