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Atlas Affordable Destination: Kerala's Affordable Fashion Transformation



Atlas/@less: positioned as Kerala's own affordable destination

Atlas/@less group


Atlas Affordable Destination, a well-established retail chain in Kerala, embarked on a strategic journey to reposition itself as the go-to destination for affordable fashion. Tasked with this mission, Sugarify Advertising Pvt. Ltd. crafted a comprehensive campaign focusing on showcasing the latest collections, trends, and affordability. This case study delves into the key elements of the campaign, its implementation, and the positive outcomes achieved by Atlas in its pursuit of becoming Kerala's Affordable Fashion Destination.

Campaign Objectives:

1. Reposition Atlas Affordable Destination as the primary choice for affordable fashion in Kerala.

2. Communicate the brand's commitment to offering the latest collections and trends at affordable prices.

3. Increase customer awareness and engagement with the brand's fashion segment.

Campaign Strategy:

Sugarify Advertising Pvt. Ltd. conducted a thorough analysis of the market and consumer behavior to develop a targeted strategy for Atlas Affordable Destination. The strategy focused on:

1. **Visual Appeal:** Creating visually appealing and cohesive marketing materials that highlighted the latest fashion trends available at Atlas stores.

2. **Affordability Messaging:** Emphasizing affordability as a key brand attribute through clear and relatable messaging in all communication channels.

3. **Multi-Channel Approach:** Leveraging a mix of traditional and digital channels, including social media, print, and in-store promotions, to maximize reach and engagement.

4. **Brand Ambassadors:** Collaborating with local influencers and fashion enthusiasts to endorse Atlas Affordable Destination and share their positive experiences with the brand.


Sugarify Advertising Pvt. Ltd. executed the campaign in multiple phases, ensuring a consistent and impactful message across various touchpoints.

1. **Visual Campaigns:** Engaging visuals were created to showcase the latest fashion collections available at Atlas stores. These visuals were used in print materials, social media posts, and in-store displays.

2. **Affordability Campaign:** A series of advertisements and promotions highlighted the affordability factor, showcasing the diverse range of products at budget-friendly prices.

3. **Influencer Collaborations:** Local influencers and fashion bloggers were enlisted to create content featuring Atlas products. Their testimonials and fashion-forward content added credibility and authenticity to the brand's image.

4. **In-Store Promotions:** Point-of-sale materials, including banners and posters, were strategically placed within stores to reinforce the affordability and fashion-forward positioning of Atlas Affordable Destination.


The campaign yielded positive results, with Atlas Affordable Destination experiencing a notable shift in consumer perception and engagement.

1. **Increased Footfall:** The repositioning efforts led to a noticeable increase in footfall at Atlas stores, indicating a higher interest in the brand's affordable fashion offerings.

2. **Social Media Engagement:** The brand's social media channels saw a surge in engagement, with likes, shares, and comments reflecting a growing community of fashion-conscious consumers.

3. **Sales Uplift:** The combination of the visual appeal and affordability messaging resulted in a tangible increase in sales, affirming the success of the campaign in driving consumer action.

4. **Positive Feedback:** Customer feedback and testimonials highlighted the effectiveness of the campaign in conveying Atlas Affordable Destination as a fashionable yet affordable choice in the retail landscape.


Atlas Affordable Destination's collaboration with Sugarify Advertising Pvt. Ltd. successfully transformed its image, positioning it as Kerala's Affordable Fashion Destination. The campaign's strategic blend of visual appeal, affordability messaging, and influencer collaborations contributed to a positive shift in consumer perception, leading to increased footfall and sales. The case study serves as a testament to the effectiveness of a well-executed repositioning campaign in the competitive retail industry.



Sugarify Advertising Pvt. Ltd

1st Floor, Vinisree, Onampark, Mavelipuram,
Kakkanad, Kochi, Kerala, India
Call:88480 13448 

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