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· Posted on
February 21, 2024

Strandbags is going through a rebrand that is arguably more dramatic than Snoop Dogg's change to Snoop Lion

Strandbags is trying to rebrand its product to appeal to a younger demographic.

What's the key learning?

  • Strandbags' revenue growth is up 17% compared with pre-COVID figures, including handbag sales up 19%.
  • Now, Strandbags shall be known as just "Strand" as it is trying to rebrand its product to appeal to a younger demographic.
  • As part of its brand shake up, Strand has cut around 28% of its products and now, it wants a brand makeover that will attract them Millennial and Gen Z customers, with a new youth-focused range too.

👉 Background: Strandbags is an Australian retailer of handbags, wallets, luggage, and more that started in 1927. Today, Strandbags has more than 250 stores throughout Australia and New Zealand.

👉 What happened: After a couple of tough pandemic years, Strandbags has recently shown off some strong results. Revenue growth is up 17% compared with pre-COVID figures, including handbag sales up 19%.

👉 What else: But now, Strandbags shall be known as just…. Strand. Like Puff Daddy to P Diddy and then just Diddy, Strand is trying to rebrand its product to appeal to a younger demographic.

What's the key learning?

💡As new generations emerge, some brands stay on trend, while others need to adapt.

💡On the one hand, you have iconic bag brands like Hermes, clinging onto their heritage. On the other hand, you have brands like Strandbags who is more than keen to ditch its its reputation of being a discount brand.

💡As part of its brand shake up, Strand has cut around 28% of its products and now, it wants a brand makeover that will attract them Millennial and Gen Z customers, with a new youth-focused range too.

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