Matahari launches a new identity and brand new imagery moving in the direction of a large format specialist or as the company refers to a ‘House of Specialists’ where it represents a rejuvenated merchandise offer, fresh new store concepts, upgraded customer experience.
Matahari is hosting a rebranding launch event at Atrium Mall Taman Anggrek, launching its new logo and brand positioning as a customer centric, Omni - channel House of Specialists to serve the specialist fashion needs of the biggest cohorts of customers across Indonesia in line with its 5 years strategy of building market share in its target market as the most pervasive retail brand in its sector.
"The world’s retail industry is constantly changing and influencing how customers shop to meet their needs. In this highly dynamic industry, Matahari wants to continue to serve the needs of our customers in Indonesia and build superior merchandise sourced right here in Indonesia to global standards, provide a better shopping experience than ever before and build our employer and community brand under our people first approach," said CEO of Matahari, Terry O'Connor. "Matahari will evolve and modernize as the customer-preferred shopping destination that delivers quality, aspirational, and affordable fashion collections, the largest Childrenswear and Footwear store in the country and compelling Beauty ranges. Matahari will appeal to all ages of customers with increasingly more shoppers under 25 years old supporting our stores."
To realize the concept of 'House of Specialists', Matahari will focus on four main things: Products, Price, Customer Experience and People.
Matahari provides a diverse selection of fashion products and constantly adds new brands in all categories. The collections are aspirational because the products are carefully curated based on customer personas, trends, and fresher designs, ensuring a stylish look for daily wear. The collections at Matahari build a sense of ‘feel good‘. Customers who want a more extensive selection of shoes and sandals can visit the footwear area and may enjoy choosing the desired pairs.
Looking stylish doesn't have to be expensive. Matahari has a range of international quality products at affordable prices. To get an optimal shopping experience, customers can take advantage of the free Matahari Rewards membership and get flexible and direct shopping discounts. Pay less for quality products only in Matahari.
Now shopping experience at Matahari is fun & engaging with multi - skilled staff equipped with new modern uniforms. The outlets are illuminated by environmentally friendly LED lights with shopping alleys that are neatly arranged and spacious. Matahari optimizes the layout of its products into specialist areas such as men's wear, beauty, ladies' wear, baby shop, children's wear, footwear, and casual sport. A carefully reorganized shopping area makes it easy for customers to search for the items they need. Matahari also provides a Click-and-Collect service or Shop and Talk where customers can shop via their personal shopping assistant to help find the things they need and collect their shopping at the nearest store once fully rolled out across 2022 and 2023.
"Since established in 1958, Matahari has built strong relationships with the employees and partners who have stood with us through the time. People are at the center of our organization. Without a strong team and mutual support, we would not be standing here modernizing and rebranding today," added Terry. Matahari increases its role in the community and invites employees and business partners to participate in doing good that can be enjoyed and provide sustainable benefits for the community.
The new identity reflects Matahari's desire to inspire customers to feel good, fashionable, and trendier. Not only for customers, Matahari also wants to inspire people, including thousands of employees and partners who have worked together for many years. Matahari holds programs that develop the self-capacity of employees and business partners. At Matahari, employees and partners learnt from each other to work better and progress together. In addition to empowerment activities with employees and business partners, Matahari also increases its concern in building the education of future generations through 10 library schools’ renovation in 10 areas in Indonesia. "Matahari lives side by side with the community. Our 142 outlets are spread across 77 cities throughout Indonesia. Matahari impacts more than 1,000,000 lives through local jobs creation and community support. Aligned with our culture of giving back especially to kids, we also would like to create a better future. We want to open ‘the window of knowledge’ for kids in the cities especially where we operate, and reading is one of them. Matahari will help improve kids literacies by renovating many school libraries in Indonesia where kids can develop & enjoy the joy of reading‘’, said Terry.
Through the #SambutMatahariBaru campaign, Matahari invites customers to explore Matahari's new outlets and express themselves in customer activities together with fashion enthusiasts who collaborate with Matahari.
For information about Matahari and #SambutMatahariBaru, follow the @Matahari Instagram account.
