Shoppers Stop : Start Something New Campaign

Fashion and lifestyle retail chain Shoppers Stop has undergone a rejuvenation: a new logo, a new base line, new uniforms for its staff, an anthem and a whole new philosophy.With the changed identity, Shoppers Stop has upgraded its positioning to a 'bridge to luxury' store a concept which I found hard to understand. They are probably trying to highlight the fact that luxury brands have a flaunt value that symbolizes ''having arrived" and they are the shop that provides a bridge to these brands.
Shoppers Stop today have a lot of international premium brands like French Connection, Tommy Hilfiger, Esprit, CK Jeans, Gas, Lancome, MAC, Chanel etc which are meant to highlight this positioning.The company says its new logo's look and appeal is a reflection of Shoppers Stop brand's character of being a trusted and inspiring guide' in the world of fashion, and a progressive and dynamic brand.What I like about this campaign is the new baseline of the brand, 'Start Something New' it encourages customers to step out of the box and do things that they've always wanted to but never had the time for and this ad called child is an interesting step in that direction as is this print ad in the image alongside. Enjoy the TV ad here