Country Base: Canada
Industry/Sector/Keywords: Apparel and Accessories, Retail Stores, Luxury, Clothing
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Hangar 9 – www.rebrand.com/hangar9-images
Industry Setting
Our client, Fisher & Company, is a well-established luxury clothing retailer, with its original flagship location in London, Ontario. With plans to open a second location in the saturated Toronto market, Fisher & Company approached us with the need for a new brand.
Challenge
Fisher & Company required that we modernize the look and feel of its brand, while maintaining its upscale ethos and the goodwill associated with its decades of attentive, personalized service. With the pending launch of its second location in a new market, Fisher & Company required its brand be unique and attention grabbing.
Strategy
[We] rebranded Fisher & Company as “Hangar9 by Fisher & Company.” The “9” in the name “Hangar9” is based on the company philosophy of its exclusive formula [H9 + 9] = 36, which states that with the right 9 wardrobe items Hangar9 stylists can help customers create a wardrobe of 36 different looks.
This dives into the heart of Hangar9’s value proposition: personalized shopping and attention to extremely high-level service. “Hangar” was chosen as a modern, relevant, eye-catching word that stands out in the fashion market. “By Fisher & Company” was added to the new name in order to leverage the positive name association of the existing brand, and carry it forward towards the new identity without any confusion. ew name in order to leverage the positive name association of the existing brand, and carry it forward towards the new identity without any confusion.
Result
Hangar9’s new location has opened in Toronto’s First Canadian Place to positive reviews. The modern, sophisticated look aligns with the preferences of its clientele. The storefront’s aesthetic fits in with the other surrounding luxury retailers, but stands out as a uniquely elegant alternative among a uniform array of shops.
Client: Hangar9- www.hangar9.com
Brand Strategists/Designers: Zync Communications – www.zync.ca
