The German clothing provider Rich & Royal starts with a revised brand strategy in 2025. After an intensive analysis of its own strengths and identity, the company will come into focus in the future, the label announced on Monday.
In doing so, value and topicality should be connected without losing sight of the accessibility and the commercial claim of the brand. The new orientation will be implemented with the change of collection for the spring/summer 2025 season.
“Rich & Royal continues to develop. It is exactly what defines us: to be new forever, ”explains Brand Director Mara Wieczorek. “We are no longer the 2006 brand and will definitely look different in ten years than today.”
In the course of the realignment, Rich & Royal sharpened its brand strategy in order to meet the changed requirements of the target group. The focus is on a modern, self -confident woman who stands for style and attitude – described as a “superwoman”. These customers cannot be classified in classic categories such as age or income classes, but follow individual preferences and lifestyles.
Accompanying the strategic adaptation, the visual appearance of the brand was also revised. The logo now presents itself in a reduced, clear design and is intended to convey a timeless, self -confident aesthetics. It is complemented by the new claim “Dressing Superwomen”, which summarizes the brand message.