The brand has achieved greater market penetration in Peru, growing in recent years through the opening of new stores in regional cities.
Brief
Merrell, a brand recognized for its outdoor equipment, decided to expand its presence in Peru by opening new stores in regional cities. However, it lacked a defined manual to guide this expansion.
Challenge
To capture and faithfully convey the brand’s identity in each new store, ensuring that all of them reflected Merrell’s essence and values, regardless of location.
Solutions
A detailed regionalization dossier was developed, working closely with the brand to ensure that all design and finish aspects met its quality standards. This dossier served as a guide to adapt Merrell’s visual identity to different regions, respecting local specificities while maintaining consistency with the brand’s global image.
Outcome
The implementation of the new stores in regional cities was a resounding success. Each store faithfully reflected Merrell’s identity while also adapting to local characteristics, strengthening the brand’s presence in the Peruvian market.
This enabled Merrell to establish a deeper connection with its customers and ensure a consistent and authentic brand experience across all its stores.
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