- Vivian Hendriksz |
Premium French department store group Galeries Lafayette has have unveiled its renewed visual identity, which includes a revamped logo and new campaign to help breathe new life into the brand and turnaround fatigued store sales. The new image is part of Galeries Lafayettes transformation plan, known as Ambitions 2020, that aims to turn the brand into the kay omni channel fashion retailer in France.
Galeries Lafayette's new logo was designed by BETC, and is said to capture the brand's creative energy, whilst reflecting the group's new campaign known as 'The New Chic' and embodying its history of logos at the same time. The new logo is accompanied by the new campaign, which was developed in collaboration with Jean-Paul Goude and brings together a cast of eclectic muses, such as musician Gabriel-Kane Day-Lewis, model Camille Rowe and Prima Ballerina Marie-Agnes Gillot.
"In an increasingly competitive environment for our traditional retail businesses, the renewal of the visual identity of our leading brand, Galeries Lafayette, stands as one of the key milestones of our transformation plan aiming at inventing tomorrow’s department store," commented Nicolas Houze, CEO of Galeries Lafayette and BHV Marais. "This revamped image will enable us to embody the strategic actions currently being implemented in the company, notably regarding our acceleration in multichannel, the revitalization of our store network, the premiumization of our product offer or our targeted international expansion."
The new identity is set to be rolled out over the next few months within Galeries Lafayettes 64 stores throughout France and abroad, starting with the group's flagship store on Boulevard Haussmann which launched the new images on Wednesday. Galeries Lafayettes 10 other flagship stores will take on the new identity by November 2015, and the remaining stores will begin their transformation early 2016. "This revamped visual identity, which required 18 months of thinking and production, allows us to offer a new and reinvented interpretation of our brand’s story and territory," added Houze.
"We are entering a new phase of our history, which puts the energy of creation at the heart of our communications."