The HAB
OUR TASK With a modest start all the way back in 1934, Usha is considered and respected as a market leader today in consumer appliances, specially popular for sewing machines. They came to us with a much needed requirement of refreshing the brand image by enriching users’ experiences. This meant a rich experience that re-looked how the corporate and the consumer brand engaged the end consumer, and retail and communication solutions that repositioned not just the brand or products, but the context of those products too.
SOW: Creative Consultancy Retail Strategy Branding Instore Communication Marketing Communication Third Party Alliance PR & Marketing Online
OUR APPROACH We started with mapping possible areas of change where people could engage with the brand in a more personal way. Retail emerged as a key touch point, however, there was a bigger challenge at hand. Sewing machines are a large part of Usha’s product portfolio, yet the art of sewing as we know were fast becoming redundant and secluded to rural areas. Hence, we decided to reinvent the art of sewing by conceptualizing a state-of-art experiential haberdashery store : The HAB - By USHA
THE HAB - CONCEPT STORE The Hab is a new direction in Haberdashery. An experiential store that invites its audience to undertake fresh, youthful and highly contemporary perspectives on the forgotten art of sewing and accessorising. A retail plan of communication that reflects a new angle with a unique twist on promos, festivals, etc. This store allows you to dig into your creative side. Also enabled through workshops, themes and store exhibits, the Hab represents a fresh expression of the USHA brand, long associated with sewing machines that helps extend the brand’s reach to newer target audiences.
RESULT AREA The Hab was widely well-received with a successful launch party and workshops filling up within 3 days of launch. The concept store has helped people change the mind-set from perceiving the art of sewing as a traditional concept to a more modern and contemporary art form.