The Background

With a simple motto of delivering ‘haute couture in men’s fashion’, The Hub made its presence felt in the style arena in 2004. Offering a wide variety of apparels in the casual, formal, ethnic and Indo-Western categories, it is a one-stop shop for latest in apparels and accessories from some of the best brands in men’s fashion. The brand was enjoying a comfortable fit with customer preferences, but with the passage of time malls started flourishing making the competition a lot tougher.

The Problem

As time passed, The Hub grew as a brand, and so did the number of competitors. With malls stepping into the arena, the competition in the apparel business was getting even tougher. Ignoring the situation would mean losing thread of what drives customers, especially with the new generation. There was a need to reinforce The Hub as a destination for the latest menswear from casual to ethnic.

The Solution

The world of fashion is all about perception. For The Hub to carve out its space in market meant we needed to make its name synonymous with ‘Premium Men’s Fashion’. The Hub always had top of the range collection but all it needed was people at large scale to be aware about The Hub’s top-end collection.

Trizone in its 4 year association with The Hub (and still counting) has created a synergised brand communication for The Hub but also reinvents the communication every year to stay ahead.

Our first aim was to achieve awareness through The Hub’s first spring summer campaign that focused purely on positioning The Hub as fashion forward premium store for men. The campaign was amplified through print, hoardings and in-store collateral. Since its success, it has been a regular feature of our marketing efforts.

The Hub’s staple is their ethnic wear collection which stands out in Vadodara. To give justice to the premium and sophisticated collection, the client and Trizone invested in top notch photography and videography which was shot in Udaipur (Fatehgarh Palace). This resulted in output that was the best one in the market, giving us great sales throughout the season. The same output was utilised in hoarding, catalogue, print advertisements, multiplex advertisements and in-store collateral.

To reach the rural audience, we adapted our communication in Gujarati and took hoardings to nearby district like Halol, Kalol, Godhra to touch the rural base.

Looking into the future, we aim to capitalise the digital market and transcend the geographical boundaries.

The Result

The campaigns not only established The Hub as a finest premium brand in men’s apparel but also made it top-of-the-mind brand when it comes to ethnic collection. The direct impact was on the footfalls at The HUB and in the coming year more brands associated themselves with HUB and it is one of the most sought-after multi-brand store for brands to venture in Vadodara.

The Hub is now a name to reckon with in menswear fashion. Even among shopping malls, small retailers, The Hub has been constantly growing and setting new ways to communicate in this every changing marketplace.