Background and Challenge
Even with more than 60 stores throughout the U.S., VF Outlet realized they needed to address a core retail issue. The research indicated that consumers could not easily identify VF Outlet’s impressive portfolio of brands, which included such powerhouse brands as Wrangler, Lee, JanSport, Nautica and Reef.
As a result, the casual shopper did not understand or identify with their retail store experience.
Solution and Implementation
To help shoppers, CrossRoads eliminated the generic descriptor “Factory Outlet” and replaced it with a strong, yet flexible, brands portfolio system. This system was applied to:
- Exterior and interior retail signage
- Promotional materials (such as gift cards, coupons and shopping bags)
To tie-in with the previously re-branded VF Corporate identity program, CrossRoads updated the VF Outlet logo to a striking red retail variation of the blue corporate logo.
VF Outlet – New Brand Architecture | VF Outlet – Original Logo