New and smart – with the relaunch of its brand for its 30th birthday, Calamar becomes a bit more grown up while simultaneously keeping hold of the brand’s proven virtues. Here smart not only means dapper, stylish and well-dressed, but also savvy, clever and radiating confidence. From the updated collection and newly designed catalogue concept, to the well-known, sales-generating POS special offers, Calamar will continue to score additional “smartness” points in the future with its dan pearlman-designed shops. Without a doubt, people will come into contact from now on with honest, smart and congenial—and thanks to Calamar always well-dressed—personalities who are on the move around the globe with the Calamar catalogue travel guide in hand.
Calamar, the best-performing brand for sportswear in the Bültel International Fashion Group, demonstrates how a brand story can develop congruently in online and offline worlds with its new brand presence conceived by dan pearlman. dan pearlman’s brand strategists, working together with Calamar’s brand specialists, developed the new, fully-integrated brand presence over a half year period. Of particular importance here was the request to create a uniform and consistent look for all brand levels. Hence, in addition to brand strategists, communications specialists and retail designers also played a role. From strategic reorganization and store design, to planning the new showroom in Düsseldorf, dan pearlman demonstrates 360° retail competence at its best with Calamar. A demonstration awarded with the ADC Rebrand Award 2014.
