Landmark Group’s kids’ retail store, Babyshop, has reinvented its brand positioning to cater to the changing parenting styles and millennial mindsets. The new positioning, “It’s your Style”, is focused on three broad parameters of authenticity, openness, and playfulness, explains the brand in a statement.
The new positioning isn’t just a fashion statement, but also a reflection of the evolving parenting styles where there is no right or wrong.
The brand says that it has evolved its value proposition over the last four decades based on observations of parenting trends. “The present day consumer demands a meaningful, relevant, seamless and personalized shopping experience across every touch point,” adds the statement.
Vinod Talreja, CEO Babyshop says: “Over the years and in a region where there is a growing young population with an open-minded outlook, it is vital for retailers to innovate, refresh and reflect the brand image to the present-day consumer, thereby maintaining relevance and appeal. With this in mind and to stay bonded to our millennial parents, we have donned a new avatar which provides room for children to express and flourish rather than control and manage their thoughts and rationales.”