In 2004, a young entrepreneur Jay Gupta wanted to be the first player to start a chain of discount apparel retail stores targeted towards the price and brand-conscious youth.
The only competition in the bargain retail apparel market was from the factory outlets.
However, purchasing from these outlets was not seen as a ‘cool thing’ to do. Our biggest challenge was to create a discount brand that the youth could proudly connect to.
We build the brand from scratch, with a brand identity and brand experience that would connect with the T.G.
The Big Ideaz
With heavy discounts on reputed brands being the USP of the format, we arrived at ‘The Loot’ as the brand name with the underlying brand philosophy being that the merchandise here is not discounted – it’s cheap because because it’s ‘loot ka maal’!
The positioning ‘Great Steals on Big Brands’ was a natural fit.
With the name and the brand philosophy firmly in place, we set out to develop on the theme of ‘stolen goods’.
The launch campaign featured thugs, bikers and geeks caught looting, mafia style.
The identity and the gunny bag logo helped to create a brand communication grid.
The store décor was modeled on an underground theme with open ducts and changing rooms built like prisons, etc.The youth loved it and connected to it instantly
The brand connect was further helped by sustained PR and celebrity store openings.
From a strength of 4 stores in Mumbai, The Loot expanded to over 60 stores within a span of 4 years.
With the brand having been established successfully, Tree helped in roping in Mr. Gulshan Grover as the brand ambassador, a celebrity whose onscreen personality perfectly matched with the brand’s image.