The brand is changing in accordance with global trends within the international fashion community.
Russian brand of women's clothing Love Republic (part of Melon Fashion Group) announced a change in concept and introduced an updated logo, and also identified the main driver for its own development in the coming years.
The company notes that significant changes within the brand are associated with a revision of values and trends within the international fashion community. Starting from the Fall-Winter 2019-2020 season, Love Republic expands the collections towards a more free and versatile style, focusing on the needs of buyers in a changing rhythm of life. In the new collections of the brand, comfortable silhouettes and oversize are created, soft and plastic fabrics are used.
The company is also changing the main slogan, following global trends: “Love Republic is a lifestyle brand for bright girls with character who are in love with life. The clothes they choose are a reflection of their personality." The freer image of the updated brand is emphasized by the light and concise font of the new logo and the new corporate identity. In promoting the brand, the company will focus on cooperation with global top brands, as well as media influencers.
The main driver of brand development is the commitment to the global trend of responsibility to the global community now and in the future. LR is launching the LOVE 2.0 program, which will collect old clothes for recycling and charity events. The program is already operating in Moscow, St. Petersburg and Kazan, and will be extended to other cities in the future. The company also plans to switch to 100%-recyclable materials by the end of 2019.
In the sales system, LR will focus on multi-channel and digitalization in order to provide customers with a convenient service in all cities of presence. POS-terminals are installed in the checkout areas of stores, and goods are accepted through software running on the iPhone. The company notes that the main task of the transformation is to preserve the brand's DNA while retaining the old and attracting a new audience. To date, Love Republic manages 126 own and 38 franchised stores. The company's turnover in 2018 is estimated at 5.6 billion rubles.