JASHANMAL
Challenge
Jashanmal is a household name in the UAE, one of its leading Department Stores since 1919. Portland helped them re-position the brand and evolve the shopping experience and customer journey, to express their rich heritage, expertise, and service-based proposition.
Approach
The future brand vision was driven by a positioning of “Passion with Purpose” that expresses the brand’s focus on expertise and service- based proposition. A key aim of the new positioning was to ensure that Jashanmal responded to new shopping behaviours and delivered a dynamic experience, seamlessly blending instore and online brand engagement.
Results
By using the physical store to drive online sales and using digital platforms to drive footfall to the physical store, there was an emphasis on creating a unified Jashanmal ‘voice’ that shifted the approach from product based categories to lifestyle curated collections. A refreshed brand identity and communication assets enabled Jashanmal to launch a repositioned brand story that resonates with both younger customers and B2B audiences.
