Dollar, the hosiery brand, has reinvented its brand identity and logo. The new identity is based on the message âwear the changeâ and the new logo is black and grey as against the previous red and yellow one.
The new identity will assist in creating a synchronised brand portfolio, Vinod Kumar Gupta, Managing Director, Dollar Industries, said and announced an e-commerce platform for the brand.
Gupta said, âOur logo retooling exercise provides the brand with a distinct identity. The âKnitted Dâ symbolises our product line. The rebranding step has been taken to re-organise the brand architecture altogether, making the brand visibility more precise and clearer. The company has become simpler in maintaining various categories, which in return will make a positive change in the market,â he said.
Dollar Industries has revamped its website and created an e-commerce platform for consumers to shop directly. It will actively use social media to promote products as digital becomes a preferred shopping channel amid the pandemic. The re-branding exercise is the result of a decision to create a youth-friendly image along with an improved brand architecture and user friendly interface.
When asked what made them take up a rebranding exercise when most brands are cutting down on marketing and expenses, Gupta said they had started the process way back in February last year. âWe are cutting down on marketing expenses because revenue is not being generated; we have to cut down on expenses. We are watching our expenses cautiously and spending only on those elements where we foresee a good return.â
Talking about his alliance with Dollar industries, Bollywood actor and its brand ambassador Akshay Kumar said, âMy association with Dollar has been stupendous since the last 10 years and today I am thrilled to be unveiling their new brand logo and identity through this virtual activity. The pandemic has generated unprecedented circumstances and calls for widespread cooperation at all levels of society. In every situation, I search for positivity and as the brand ambassador of Dollar, I urge everyone to stay safe during such difficult times, with a hope that we will be back soon."Â
The company will extensively use social media for marking a presence in the market and for stakeholders. They also unveiled their new commercial that gives out a message of women empowerment to the youth.