The fashion company Peek & Cloppenburg KG Düsseldorf has reintroduced its brand. The brand relaunch is part of the company’s transformation, which aims to become Europe’s leading multi-brand omnichannel retailer by 2026.
The relaunch/rebranding focuses on three areas: consistently acting and communicating from the customer’s perspective, seamlessly linking online and offline shopping experiences and, in line with the corporate purpose of “Creating future memories. Together.” to act out.
“By revitalizing our marketing, we are raising awareness for the P&C brand to a new level: as an internationally active hybrid brand, we will create congruent worlds of experience for our customers both online and offline. In the transformation, our uniform brand identity plays a decisive role internally for our colleagues and externally for our customers and partners, regardless of the channel,” comments Birgit Berthold-Kremser, spokeswoman for the international marketing board of the Peek & Cloppenburg group of companies Dusseldorf in a statement.
Togetherness and memories are the focus
“The brand strategy and the clarity of the purpose are the result of an intensive examination of the large number of different customers and our own identity as a democratic fashion company. We don’t reinvent ourselves, but focus more on what we stand for. We want to create moments for our customers that last and are therefore still relevant tomorrow. We are thus introducing a change of perspective: from a pure product focus to the awareness that we sell more than fashion. Namely potential memories that our customers connect with us in the long term,” explains Tewe Maas, Director Marketing Brand Creation for Peek & Cloppenburg Düsseldorf.
These memories include events such as Christmas, job interviews, weddings, first dates, birthdays and other holidays for which Peek & Cloppenburg aims to provide the right wardrobe.
The new brand image is therefore based on two pillars: “Special memories” and “Togetherness”. Visually, the latter comes into play through the emphasized & character as a symbol for “Togetherness” in the name logo. It was developed by Pentagram Design Berlin and moved to the center of the word-image mark and gets a new focus due to its size and colour. In addition, it can also be used on its own.
The first pillar is taken up in Jung von Matt Beauty Collective’s new campaign, Merry Memories, which launches today. In various episodes, she tells stories about an unforgettable Christmas with friends and family. “It’s all about the ‘Merry ChristMatch’, where people, outfits and atmosphere all go together perfectly. The memories of these special days are as diverse and individual as the customers at P&C,” explains Peek & Cloppenburg.
The spots of the campaign can be seen on television on all major channels in Germany and Austria; In addition, the media plan provides for extensive placements in print, out of home, online and on social media.