Zeb is Belgium’s largest multi-brand fashion retailer with over 50 stores throughout the country. After discovering our work on a visit to the UK, Zeb asked Bert to conduct a strategic audit of its brand using our Clarify model.
Zeb’s challenges were familiar to us thanks to our experience in working throughout Europe and specifically our experience of working in fashion retail. This experience helped identify solutions such as the balance between master brand with shop-in-shop brands and trans-creating content.
Clarify also helped us develop Zeb shopper personas, identify USPs such as the ‘jeans-bank’ and identify UK retail trends that could strengthen the Zeb customer experience.
Using Clarify findings we repositioned Zeb from discount-led multi-brand retailer to a brand with a powerful voice and strong sense of purpose. A new narrative and visual identity system followed and was tested prior to national roll-out.
We communicated the brand across every customer touch point, from advertising to store front signage, the in-store experience, the online store, print, POS, sales materials and social media.
Since the rebrand Zeb has enjoyed phenomenal growth, doubling in size in less than three years, and the new online store has also grown to become one of Zeb’s best performing outlets.
Our work has now been implemented throughout over 50 stores nationwide and has helped cement Zeb’s status as Belgium’s largest multi-brand retailer.