Marat

Kirjeldus

When Marat started again, nothing of it’s former glory was left. Considering the company was selling 2 million products a year, 30–40 years ago, Marat was now mearly a shadow of what it used to be. New owners of Marat wanted to breathe life back into an old and well known Estonian brand, by not letting it fade away. So Marat started to figure in social media pages like Facebook and Instagram, to bring the brand back to 21. century. At first, Marat positioned itself as a family brand, by providing comfortable clothes for both kids and adults. But it was clear pretty quickly, that it did not reflect the exact essence of the brand, because the positioning was too generic. So Marat had to reinvent itself once more. Marat wanted to gain popularity again, by giving the brand a clear, distinctive meaning. So the main focus of rebranding Marat was to find a strong image that would describe the very core of the brand. By naming a clear, sustainable slogan Marat repositioned itself to its rightful place, so that consumers would recognize and embrace the essence of the brand. Being inspired by street style, Marat repositioned itself as “heritage streetwear”. Because Marat was a small cultbrand, not a big clothing company anymore, the budget for the rebranding campaign was restricted. Marat had 300 euros per month for the promotion of social media posts. Because of the restricted resources, Marat had to be clever and think of a way to convey its image outside a photo studio and without the help of a modelling agency. So Marat brought its clothes back to the streets. Literally. By using friends as models and interesting places in Tallinn, created in Soviet times, as locations, Marat went back to its roots, giving the Soviet retro vibe a fresh look. Suddenly, people started to notice Marat more. Marat improved its popularity in Instagram and Facebook, gaining 50% of its followers during the last 6 months of the rebranding campaign, with intention of growing even more.