ColorPlus to revamp brand image

ColorPlus, once known for its wrinkle-free shirts and chinos, launched some 20

years back by a Chennai-based company was later bought by the Raymond Group in 2002. The casual men’s brand now plans to revive its brand image to appeal to customers in the competitive industry scenario.

Under the new strategy, it wants to provide a completely new look to the merchandise and stores, while offering a wide product portfolio instead of just offering individual items of clothing. The stores will be designed inspired by its theme of 'Colourful Life'.

ColorPlus has already test-marketed the revamped portfolio in the South and with positive response, has opened seven to eight stores. The company now wants to expand its retail network by opening 25 more stores. The stores will also have a feature wall displaying spools of yarn, tying the colorful visual merchandising theme with product-linked props.

Apart from the new brand identity, the company has also trained its staff to guide customers as style consultants. It’s a model Raymond has tried at its namesake Made-to-Measure stores. The aim is also to focus on accessories, which form a small part of its product portfolio.