Splash (fashion): Difference between revisions
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==Product== |
==Product== |
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Each store is housed with brand Splash fashion along with 11 international brands. As a high-street fashion brand Splash produces over 30,000 new designs featuring the latest trends which are introduced in the store annually by the in-house design team. |
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The product offering is runway trends at an affordable price, but keeping in the mind the audiences of the region. The store houses a collection as wide which lets a person find the perfect fit at prices that range from as little as AED 30 to AED 500. Splash offers a complete wardrobe solution for a wide target audience that includes teenagers, families and working professionals. The brand also caters to niche markets such as apparel for plus size men and women. |
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Some of the most popular international brand portfolio includes |
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'''Lee Cooper''': the popular UK denim brand |
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'''Kappa''': the lifestyle and sportswear brand with Italian heritage |
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'''Maui & Sons''': California based beach and swimwear brand |
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'''Smiley''': the popular expressions and fun apparel and accessory brand from UK |
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'''UMM''': The music inspired Italian lifestyle brand |
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'''Barbie''': Fashion collection inspired by Barbie, fashion icon and the world’s number one fashion doll |
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==Marketing== |
==Marketing== |
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Splash is acknowledged as a trendsetter in the region given the fact that season after season the brand has offered on-trend collections, innovative campaigns, out of the box and larger than life events along with continuous expansion in new countries. Splash campaigns are innovative and every season they reflect the hottest trends and looks keeping in sync with the core brand values. |
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In 2004 Splash underwent a complete corporate identity change where the existing tag-line was changed and the logo was revamped. In 2005 and 2006 the Splash campaign was revamped from being product centric to being very stylized and dramatic. |
In 2004 Splash underwent a complete corporate identity change where the existing tag-line was changed and the logo was revamped. In 2005 and 2006 the Splash campaign was revamped from being product centric to being very stylized and dramatic. |
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In 2007 Splash introduced a ‘barcode’ motif in all its communication and stores which was a representation of both fashion and retail. With constant product development the ‘Eye on Design’, campaign was launched in Autumn/Winter 2008 which was a significant leap in the brand’s history. The brand statement brought about an evolution in the business's entire philosophy and a promise that Splash lived up to with the first 3D campaign of the region, the first outdoor campaign for the brand amongst others. |
In 2007 Splash introduced a ‘barcode’ motif in all its communication and stores which was a representation of both fashion and retail. With constant product development the ‘Eye on Design’, campaign was launched in Autumn/Winter 2008 which was a significant leap in the brand’s history. The brand statement brought about an evolution in the business's entire philosophy and a promise that Splash lived up to with the first 3D campaign of the region, the first outdoor campaign for the brand amongst others. |
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In 2011, Splash opened a new chapter in the brand’s journey of 18 years by launching ‘Fashion 365’ which brings in the era of expression of life through fashion. While the immensely successful ‘Eye on Design’ campaign launched in 2008 put the spotlight on design. ‘Fashion 365’ captures the essence of fashion in everyday life. |
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==Awards & Recognition== |
==Awards & Recognition== |
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Revision as of 09:07, 18 March 2012
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| Industry | Retailing |
|---|---|
| Founded | In 1993, Sharjah, UAE |
| Headquarters | Dubai, UAE |
Area served | United Arab Emirates, Saudi Arabia, Jordan, Oman, Kuwait, Egypt, Qatar, Lebanon, India |
| Products | Fashion apparel Accessories for men & women |
| Parent | Landmark Group |
| Website | Splashfashions.com |
Headquartered in Dubai, SplashFashions is Middle East’s largest fashion retailer and part of the Landmark Group, one of the biggest retail conglomerates in the Middle East and India. Founded in 1993 as a single brand store in Sharjah, in the UAE, Splash has grown to over 140 stores and 50 brand stores across 11 countries in the Middle East and India.[1]
History
Splash started its journey with a single store in Sharjah in 1993, at a time when there was a glaring gap in the region for fashion retailing and there were no established brands with a loyal customer base. Splash started mainly as a trading company which would buy and sell merchandise without any customization of the consumer offering. This trading focus continued till 1998 when the company started to evolve along the buying cycle where the brand started differentiating itself by selling products which were carefully selected to suit the style and need preferences of the customer in the region.
In 2000 the company progressed from a trading set-up to a retail based organizational framework. 2004 saw buying based on a more product centric, design oriented approach while design teams were created who frequented buying trips and trade show visits. This design focus came to final fruition in the form of ‘Eye on Design’ brand campaign in 2007 and since then the focus has been and continues to be on providing a fashion collection with value.
Stores
Splash is currently present in 11 countries and has more than 140 stores. The stores are designed on a bar-code and yin-yang style format and appeals to a cross-section of age groups between 16 to 35.
Bahrain 4
Egypt 2
India 6
Jordan 1
Kuwait 8
Oman 5
Qatar 3
Saudi Arabia 74
United Arab Emirates 32
Lebanon 2
Pakistan 2
Product
Each store is housed with brand Splash fashion along with 11 international brands. As a high-street fashion brand Splash produces over 30,000 new designs featuring the latest trends which are introduced in the store annually by the in-house design team.
Marketing
In 2004 Splash underwent a complete corporate identity change where the existing tag-line was changed and the logo was revamped. In 2005 and 2006 the Splash campaign was revamped from being product centric to being very stylized and dramatic.
In 2007 Splash introduced a ‘barcode’ motif in all its communication and stores which was a representation of both fashion and retail. With constant product development the ‘Eye on Design’, campaign was launched in Autumn/Winter 2008 which was a significant leap in the brand’s history. The brand statement brought about an evolution in the business's entire philosophy and a promise that Splash lived up to with the first 3D campaign of the region, the first outdoor campaign for the brand amongst others.
Awards & Recognition
Splash has received several significant industry accolades that include being awarded the recent “Superbrand” status 2011 [2] which is twice in a row for the brand. Also listed in Forbes Arabia’s “Top 40 Arab Brands” list,[3] Splash has also been awarded by Dubai Customs for being the highest importer of readymade garments in the UAE. A winner of several marketing awards of great significance over the years, Splash has recently won the Most Admired Marketing Campaign at the Retail ME Awards 2011 along with the Most Admired Retailer award.[4]
Events
In 2007 Splash hosted its very first fashion show which was in conjunction with the Deira City Centre store launch. Growing from pillar to pillar in the next few years Splash fashion shows are now attended by a crowd of more than 3,000 fashion lovers. Held twice every year, with three shows in a day of which two are consumer and the third show is a media/VIP show, the fashion shows are by far the most eagerly awaited events in the social calendar of the region.
Another first for the brand and in the region is the Splash Limited Edition Calendar which was launched in January 2011. Gifted to opinion makers and VIPs from across the globe and currently in its second edition the calendar is shot by ace photographer Tejal Patni [5] revolving around unique concepts each time. The 2012 calendar is the World’s first 13 image calendar with an outlook into the future.
In the past years Splash has partnered with Dubai Fashion week [6] to serve as a launch platform for budding talent and has sponsored local music talent like Amr Diab, co-sponsored the Metallica concert, presented stand-up comedian Nitin Mirani, hosted the Desert Rock festival amongst pothers.
References
- ^ http://www.zawya.com/story.cfm/sidZAWYA20111207101426/Splash_launches_two_new_stores_to_celebrate_UAE_National_Day
- ^ http://www.zawya.com/story.cfm/sidZAWYA20110309065508
- ^ http://www.ameinfo.com/101147.html
- ^ http://www.indiaretailing.com/news.aspx?topic=1&Id=6208
- ^ http://www.khaleejtimes.com/citytimes/inside.asp?xfile=/data/citytimes/2011/January/citytimes_January91.xml§ion=citytimes&col=
- ^ http://www.ameinfo.com/170886.html