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Kaleidoscope gets a revamp for autumn 07

Kaleidoscope, the womenswear brand owned by home shopping group Otto, has unveiled a new logo and branding with the launch of its autumn 07 catalogue.
The company said the revamp was designed to give more consistency and identity to the brand, which refocused to target 50-plus consumers from its under 40s positioning earlier this year. The logo incorporates six coloured threads that run through the catalogue and also appear on clothing labels. New carrier bags featuring the logo will be introduced early next year to further strengthen brand identity.

Kaleidoscope brand director Alex Hardy said: “We’ve listened to our customers and they told us they want to see the product more, so we’ve used open graphics and changed our product mix. We have also expanded the eveningwear offer and introduced womenswear brand Jacques Vert.”

The repositioning, which also includes a transactional website, has helped to boost the retailer’s sales by 14%.

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