Repositioning a 90 year old department store

Speakers

Stephan Boonzaaier Edgars SA, Head of Store Design & VM

Nicky Correia Edgars SA, Head of Marketing

Showcasing how the magic of tapping into local culture with a new positioning plus launching a new cutting edge store design helped re-build the Edgars brand . South Africas’s oldest retailer needed to shift perceptions so instead of using traditional marketing they tapped into culture and collaborated with local talent plus launched a new flagship store to build and grow brand equity.