With a reflected, self -confident attitude, the brand is new. The focus is on a consistently feminine style that combines value and topicality without losing sight of the accessibility and consuming approach.
Rich & Royal is zeitgeist. And zeitgeist changes constant. Staying true to yourself means for the brand to walk. At the change of collections in the spring of 2025, Rich & Royal presents a sharpened brand strategy, after an intensive examination of your own strengths and your own profile:
“Rich & Royal continues to develop. It is exactly what defines us: to be new forever. We are no longer the 2006 fire and will definitely look different in ten years than today. In a comprehensive brand strategic overhaul, we have formulated with a fresh look at us and changing target groups and market conditions what defines us and who we are. It helps us to understand ourselves better and to communicate clearly what our assets are than one of the most relevant fashion brands in retail. ”
Easy to wear and available across the board: valuable total looks
Dressing Superwomen in Accessible High-End Ready-to-Wear: Rich & Royal defines the brand and its actions as the epitome of trendy fashion that is produced and staged in high quality. The collections translate trends perfectly for the mainstream, easy to understand and easy to carry. The focus is on totally looks at a good price-performance ratio, which are available everywhere in stores.
Superwomen: Targeted address of a diverse target group
Rich & Royal calls your own target group SuperWomen and means self -confident women who stand for something who have taste and go through life with attitude. The target group analysis shows that women who buy Rich & Royal do not fit into a drawer, an age spectrum, a milieu or an income class. It is more about what is important to you and what you feel like situational and intuitive. The fire knows the lifestyle of its target group and covers a wide range of its needs with the various product portfolio. This is also zeitgeist: Rich & Royal triggers a “want to have a feeling” with a diverse target group.
New logo and new claim convey self -confidence of the brand
Dressing Superwomen led so strongly with everyone involved within the brand finding process that the term became the new claim. As a subline, he will accompany the new logo in the future, which has also received a facelift in the course of the new. The simple design in capital letters transports a confident, modern brand image. Timeless and valuable.
Communicate strengths: success through dynamics, value and trendy puree
The new brand strategy implies the three great strengths of Rich & Royal at every point: an unmistakable feeling for lifestyle and target groups; the maximum value of the fire and its staging; As well as the high dynamics with which Rich & Royal acts – always ready for change, with an economic foresight and focus on a consistently systematic goods control. The performance is right, Rich & Royal is successful. This is confirmed by the numbers as well as the appreciation of the partners. This success is to be communicated: With the PR agency CC Concepts (former Guido Böhler Communications) as a new partner at the side, the fire focuses a higher media presence on the market. Classic press work is part of the strategy here as well as
Event partnerships, for example in the journalistically curated live event series Women on Top, or in the form of exciting cooperation with Brand Ambassadors.