Personalshop is a successful 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 to ensure a comprehensive shopping experience.
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 25 brands and summarizes its application principles in distinct design guidelines.
The result is a stringent arrangement of the Personalshop private labels portfolio, encompassing fashion, watches, home décor, household, and health brands, 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.
The newly developed private labels cover diverse consumer needs, from contemporary fashion collections to innovative household solutions. Each brand within the portfolio has been carefully crafted to meet specific market segments while maintaining Personalshop’s commitment to quality and value. The comprehensive rebranding initiative ensures that each private label has its unique identity while contributing to the overall strength of the Personalshop brand family.
This strategic development of Personalshop private labels represents a significant step forward in the company’s evolution, positioning it strongly in the competitive online retail market. The clear differentiation between brands and product categories ensures optimal market coverage while maintaining the distinctive character of each label. This careful balance between diversity and clarity helps create a more engaging shopping experience for customers while streamlining internal processes and marketing efforts.
