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    Brand Perception Sapphire Retail

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    Maryam Maqsood
    Sapphire began as a brand targeting the mass market with designer-quality clothing at affordable prices. However, over time Sapphire struggled with brand perception as quality declined and prices rose. Customers saw Sapphire as overpriced with poor designs. To improve this, Sapphire expanded their product lines, developed stores and marketing to showcase fashionable, affordable options for all. Now customers see Sapphire as a one-stop shop providing trendy styles for the whole family at reasonable prices.

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    Brand Perception Sapphire Retail

    Uploaded by

    Maryam Maqsood
    516 views2 pages
    Sapphire began as a brand targeting the mass market with designer-quality clothing at affordable prices. However, over time Sapphire struggled with brand perception as quality declined and prices rose. Customers saw Sapphire as overpriced with poor designs. To improve this, Sapphire expanded their product lines, developed stores and marketing to showcase fashionable, affordable options for all. Now customers see Sapphire as a one-stop shop providing trendy styles for the whole family at reasonable prices.

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    Brand Perception Sapphire retail

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    Sapphire began as a brand targeting the mass market with designer-quality clothing at affordable prices. However, over time Sapphire struggled with brand perception as quality declined and prices rose. Customers saw Sapphire as overpriced with poor designs. To improve this, Sapphire expanded their product lines, developed stores and marketing to showcase fashionable, affordable options for all. Now customers see Sapphire as a one-stop shop providing trendy styles for the whole family at reasonable prices.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    516 views2 pages

    Brand Perception Sapphire Retail

    Uploaded by

    Maryam Maqsood
    Sapphire began as a brand targeting the mass market with designer-quality clothing at affordable prices. However, over time Sapphire struggled with brand perception as quality declined and prices rose. Customers saw Sapphire as overpriced with poor designs. To improve this, Sapphire expanded their product lines, developed stores and marketing to showcase fashionable, affordable options for all. Now customers see Sapphire as a one-stop shop providing trendy styles for the whole family at reasonable prices.

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    © All Rights Reserved
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    Brand Perception

    Sapphire is a brand that has become an extremely prominent brand in the mass retail market with

    a huge market share and recognition from everyone in Pakistan and even abroad. To get to this

    point, Sapphire has gone through a lot and has changed and grown in terms of marketing, market

    share, retail presence, online presence, customer base, production and so much more. And all of

    these efforts have amounted to them getting closer to achieving the sort of perception of the

    customers they want of their brand.

    Sapphire started out as a brand who wanted to make designer-wear and premium quality lawn

    available to the mass market. They hired Khadijah Shah, as at that time, she was a name

    associated closely to Elan, a designer label, hence giving them the classy and posh perception

    that they were looking out for. During this time, even their consumers and customers considered

    it as a luxury brand giving premium quality lawn. The prices initially of their products were also

    slightly towards the higher side, making their goal of making it a brand for the mass market a

    little less achievable yet still it was the rage in town. Eventually, after the fall out, Sapphire

    struggled a lot with their brand identity and perception as it was hard to get disassociated with a

    top designer such a Khadija Shah. During this time, the quality and designs of their products and

    image of the brand deteriorated and they were facing a lot of negative comments as well. During

    this time, the brand was not in the best books of its customers as they got disappointed by their

    lack of creativity in the designs, silhouettes and product as a whole. They also got a bit

    overpriced for the product they were offering, as before, even though they were slightly higher

    priced, the customers felt as if they were getting a product worth their money. During this time,

    the brand perception of Sapphire was that of a brand which was overpriced with bad quality and

    badly designed products who were not liked by anyone.


    After the long struggle, Sapphire eventually started to get their brand image back and worked

    hard. They introduced more line extensions, like Pret, shoes, jewelry, Western wear, lingerie,

    men, kids, home, etc. to spread their risks and give their customer a one stop shop where they'd

    be able to find everything to satisfy their fashion needs. They developed a small mall which

    would have much of their customers’ needs catered to. Another thing that Sapphire worked on,

    to help change the perception, was develop a strong marketing team who developed beautiful

    store layouts and VMs, aesthetically pleasing social media ads and existence, a user friendly

    website which had mostly all the products available in-store and eventually tried to develop a

    great image in front of the customers and audience. These efforts were done to get the initial

    brand perception of Sapphire back which was providing the audience with premium quality

    products at great affordable prices and make them more available for masses. And this did

    generate a great response amongst the customers and they now view Sapphire as a brand which

    provides aesthetically pleasing and trendy solutions to all your fashion problems at an affordable

    price range. They also think of it as a one stop shop where they can find everything for the whole

    family.

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