Jobin Design is a full service graphic design studio specializing in brand development and packaging design. We also offer digital photography services – an ideal partner to graphic design in the packaging world.

blog__image_9_8_2015

It is not uncommon in today’s retail world to find a “brand name” label in a variety of different stores. Ralph Lauren, for example, can be found at high-end retailers such as Bergdorf Goodman’s, mid-market retailers like Macy’s, and even at an off-price retailer such as TJMaxx. For the mid-market or off-price consumer, it’s an absolute score to find this type of sought after label at a much more affordable price. But for the label, does it dilute the brand and hurt sales at the luxury level if the same label is available to masses at a lower price point? The answer can be no, if the brand architecture is built and rolled out correctly. Here are some things to keep in mind:

1. Develop Sub-Brands
If you are considering a 3-tier retail approach that places your product in high-end, mid-level and budget markets alike, develop three related brands under the umbrella of your corporate brand, each speaking to a specific market. In the Ralph Lauren example, their Black Label is used for luxury retailers while their Lauren Ralph Lauren label is used at mid-market stores. Their Chaps label is often seen at off-price retailers.

2. Differentiate Your Packaging
Just as you want to create a naming scheme for your sub brands that links them together while also creating different lines, so too should your approach to packaging. There absolutely needs to be some brand consistency. The type and logo treatment for Martha Stewart is the same whether you purchase her products at Macys or at Kmart.  However the rest of the packaging – from color to design elements – changes from store to store. There are certainly some similarities in feel to create brand consistency, but the different levels of the brand are treated differently in their packaging.

3. Differentiate Your Product
The luxury retail shopper wants to know that she is getting what she’s paying for. Why pay $135 for a single crystal wine glass when you can purchase one for $25 at a mid-market store… both sold by the same brand?  At first glace it’s a no brainer. However at the luxury level, it becomes about the “ingredients” and the process. At $135 each, the boutique wine glass is handmade in France of full-lead crystal. At $25 each, the “standard” wine glass is still very nice, but it’s likely not crystal and probably made in China. Both can be sold under the same brand, however one bears the high end label while the other bears the mid-market label.

With these key guidelines in mind, savvy brands can reach into different retail markets without compromising on their core identity.  Each market gets from the brand what it expects, and the brand builds a broader customer base.