11 / 10 / 15
1. CeX - Complete Entertainment Exchange
“GAME to take on CEX with new pre-owned focused stores” - 2014
CeX Ltd. is a second hand goods chain based in the United Kingdom specialising in technology, computing and video games. It was established in 1992 in London, and has since grown to have over 270 stores in the UK. CeX used to go under the name Computer Exchange but switched to CeX. CeX stands for Complete Entertainment Exchange.
The company now has about 400 stores worldwide including over 270 stores in the UK, 14 in the USA, 43 in Spain, 18 in Ireland, 13 in Australia, 21 in India, 14 in Holland, 4 in Portugal and 3 in Mexico.
Here is the store front (in Leeds) and website.
The whole design is messy and doesn’t fit the current markets clientele. I feel there is too much on the homepage which makes it confusing to navigate, thus it needs to be simplified for ease of use.
The front of the shop is quite dull looking and doesn’t entice you to go in. The red colour scheme is very consistent but needs to be varied and modernised. If you compare the companies brand identity to GAME, it seriously needs updating to compete with the new release of GAMEtronics. As in my opinion a modern, clean cut style is essential when reflecting the complexity of the technology in electronic companies.
^ The front of GAME and the navigation bar on the website, reflects my points made above
> Feel like CeX would provide me with a solid rebrand opportunity in order to compete with opposing stores.
2. Jessops
Jessops Europe Limited is a British photographic retailing company. It was established in Leicester in 1935, by Frank Jessop, and traded under the name of The Jessop Group Limited. The business entered administration on 9 January 2013, and all 187 Jessops retail stores ceased trading on 11 January 2013, until the British entrepreneur Peter Jones CBE (Dragon’s Den) invested several million pounds into the company, and formed Jessops Europe Limited. In July 2014, Jessops signed a landmark deal with Sainsbury's. This deal meant more Jessops stores will be opened, in the larger supermarkets across the country.
^This is what will drive the new identity of the brand (the new investments, to reflect a new start)
- Last update in brand identity was 2008 before the crash
- Jessops’ failure was due to the fact it was part of a diminishing market as technology evolved and many consumers favoured multipurpose devices such as smartphones, instead of cameras.
“The main problem was demand - basically being a retailer with a purpose,” says Conlumino managing director Neil Saunders. “Five years ago people bought digital cameras but now the general public has no need for them.
They can simply use other devices.”
> Opportunities to rebrand are not as strong with Jessops due to the fact the market has changed, I could still update the logotype however it is more down to the company to change other factors of the business, in order to become successful once more
3. The Watch Station International
Owned by Fossil, a constantly developing multi-brand group. There extensive portfolio, including brands like Burberry, Emporio Armani and DKNY, etc, gives them a unique position in the global marketplace.
Watch Station is an international leader in fashion and designer luxury timepieces. Commitment to customer service allows them to deliver sophistication, fashionable style advice, and knowledge to watch enthusiasts around the globe through our extensive portfolio of Fossil-owned and licensed watch brands. Watch Station stores are located throughout the United States, Europe, and Asia.
The first Watch Station logo came about at the same time as Sunglasses Hut were being rebranded, the logos are the exact same style due to them being responsible for introducing the sale of watches to their brand. And it all developed from there.
> I feel like the logo could be updated again to reflect the sophistication and knowledge of watches that Fossil boasts about. And also comparing the logo to the other Fossil-owned brands it is lacking.
> Could consider bringing back the presence of the watch in the type like the old logo did.
No comments:
Post a Comment