Tasked with creating an entirely new brand, FITCH delivered all brand positioning, naming, brand identity, retail strategy and store design for the new department store brand, called My.
Tesco approached FITCH to create a new department store concept to revitalise their department store business in Central and Eastern Europe.
A substantial piece of brand positioning work was completed by FITCH in the initial stages of the project to deliver for Tesco a fresh take on the standard “house of brands” approach to department store retailing. These insights into the changing world of how we live and shop helped us develop My’s core brand idea of “Accessible Aspiration,” and the subsequent creative development of the brand brings this to life in-store. The name “My” was chosen because of its simple, easy-to-remember and internationally recognized proposition, but because it is also understandable to the customer; in Czech the name carries a historical reference to Maj, the original store in Prague.
The concept is a fresh and contemporary “one stop” shopping experience that utilizes opinion and lifestyle suggestions throughout the design approach to both the brand and environment, with clearly defined zones that target different customer profiles. “Trend” zones have been created for the more fashion-forward consumer, while “Classic” areas appeal to the more traditional shopper. Many new international brands are being carried in My for the first time in the region.
The first full My department store opened in Prague Narodni in October 2009, hailed by Tesco CEO Terry Leahy as a great success.