Case Study: Rebranding a New Zealand Business that Designs, Wholesale and Retails internationally

Fashion Business

The situation:

Fashion Mania* used a brand for their marketing that was dated and polarising, with a strong and loyal customer base on one hand, and another set of people who would refuse to even walk into their shop. For future proofing and to gain a wider appeal, rebranding was a must. Marketing Minds’ task was to create a brand that would achieve these goals without alienating Fashion Mania’s existing clientele.

What we did:

To do this, we:

  • Put in place a thorough rebranding schedule and internal and external communication plan
  • Selected key suppliers to work on the rebranding project
  • Project managed the rebranding from conception right through to the communication strategy with internal staff, partners and customers
  • Worked with the creative agency to develop the logo, do market research and obtain internal agreement for the changes
  • Organised the right PR, media, social media and creative teams and outlets for the brand launch

The outcomes:

  • Company wide and key stakeholder buy-in to the rebranding
  • Successful launch and smoothly staged revealing of the brand
  • Activation of internal ambassadors, key customers and partners that provided further exposure for the new brand
  • Obtained extensive PR coverage and awareness for the brand at launch


*The Client’s name has been changed to protect the company’s identity.


To know more about the branding & marketing, feel free to contact Anne at or visit

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