Rebranding a Legacy Brand in a Turbulent Market: The Case study of FabIndia
Tushar Bhatt, Lohitaksh Kejriwal, Sarthak Chaudhary, Adhiraj Bhosale, Manvesh Bhanage, Dr. Mukund Madhav Tripathi
Rebranding, Legacy brand, turbulent market, TUNA factors, Fabindia, Apparel retail, Convenience, Sustainability, Omnichannel marketing, Brand storytelling
Fabindia, one of the many brands that have become related to Indian heritage and handmade products, writing a new history, are seeing dipping store traffic and online rivals winning this battle for brand survivability. This case study examines the effect of shift in consumer behaviour, deepening economic uncertainty and e-commerce revolution on Fabindia through the TUNA framework. It continues with a look on the strategic measures the brand applies through offering convenience, sustainability, and seamless omnichannel experience as a possible remedy. The case is centred around the issue ‘can Fabindia hold its fundamental principles while fulfilling need of this era?’ Expert opinions, among others, emphasizes more on the reconstruction of tradition rather than a total abandonment thereof. The analysis emphasizes on the initiatives of Fabindia in multichannel retailing, sustainability differentiation, and integration of online offline. The conclusion is left out as a question mark that will then stimulate people to discuss the positive effects of the rebranding. For classic brands like Fabindia that are learning the complexity of existing in today's retail world, this case is a valuable study. It underscore the significance of strategic adaptation along with that between innovation and tradition, and the influence of storytelling and multichannel strategy in creation of a unique experience for the contemporary customer.
Article Details
Unique Paper ID: 163499

Publication Volume & Issue: Volume 10, Issue 11

Page(s): 1270 - 1272
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