instructor: soonduk krebs
russo was a semester long project in which we had to reinvent a brand. i chose ross, as i feel they have a much needed update on their look. despite their sizeable selection of clothing for children and adolescents, their reputation remains as something exclusively for older people. by focusing on marketing to youth, i emphasized the sustainability side of the company as well as the trendy fashion.
mission statement: "russo is the largest off price retailer in the us. we reduce clothing waste while providing affordable and stylish clothing for everyone. we believe that no one should be exempt from looking and feeling good, no matter where they are in life."
brand strategy: "russo utilizes positive imagery of people from all demographics to create an inclusive and welcoming environment. we strive to have a brand that appears clean but not sterile, sophisticated yet inviting, and modern but appealing to all ages."