Pia Rossini is rebranding, coinciding with the launch of its new Spring/Summer and Resort Wear Collections for 2016.
This will be the company’s first comprehensive branding and marketing overhaul since founders and co-directors, Philip and Debbie Shaw, launched the brand in 1999. The aim of the contemporary new branding is to reflect the changing face of the company and to further build and accelerate the growing recognition and reputation the brand has accomplished in recent years.
The rebrand is the product of a new look management team which includes the second generation of Shaws, Blayne and Kirsty.
Head of marketing, Blayne Shaw commented: “Producing quality, desirable products is not enough in such a competitive market. The brand needs to be instantly recognisable and associable with our key characteristics. Our goal is to be the first thought when it comes to accessories.”
Kirsty Shaw, creative designer, remarked: “We recognised a shift in the market. Accessories are glamorous and have become fundamental to the fashion industry. Right across all of our collections we have put a strong focus on the glamorous female. It’s a characteristic that we all desire and it’s something that our collections make easy to achieve.”
The new corporate branding represents this shift in focus. The company now targets the mid-price accessory market and has taken on what it calls ‘a more stylish edge’ whilst maintaining its core concept of coordination.
“Knowing how we wanted the brand to be perceived and creating a logo to aptly sum this up whilst maintaining our image was a really difficult challenge,” explained Blayne. “We feel the new heart-shaped logo incorporates the femininity and passion for the brand whilst encapsulating the chic and glamorous new look. It defines us as a forerunner in our field.”
The rebrand is part of a wider effort by the company to increase brand recognition. Alongside the introduction of the new logo, Pia Rossini will be launching a range of point of sale merchandise which is to include hangers, stands, posters and much more, each featuring the new logo and branding.
The first collection to feature the new branding will be the Resort Wear range for Spring/Summer 2016. This is centred on five themes: the Monochrome Collection, the Nautical Collection, the Mediterranean Collection, the Sunset Collection and the Safari Collection.
Creative director Debbie Shaw explained: “The key to the brand’s success is that we do not solely rely on the amazing prints and shapes within the resort collection. For each of our fabulous themes, we have created a range of accessories to perfectly coordinate. Compliment your coordinated look with a pair of our pool shoes or sandals and you have the complete, effortless holiday wardrobe.”
The Collection will be debuted at the London Swimwear Show on 19 July.