What does a manufacturer do to help their customers sell more? Branding, branding and more branding.
StarCraft is taking their retailers and their business to the next level by introducing the LoveCraft jewelry line. The LoveCraft brand will become the new face of this 30 year old manufacturer in order to offer retailers a brand that not only resonates with their consumer, but also offers value and immediate emotional recognition.“We’d been thinking about how to help our retailers market our strong, price-driven product line for several years and felt the name StarCraft could be confused with other national companies, so we created a name that was simple yet captured the emotional connection between love and jewelry,” states Kim Warren, national sales manager of StarCraft.
The new branding program will include all products within the StarCraft line, including diamonds, silver, bridal and more. Retailers will receive LoveCraft branded packaging, product tags, flyers, advertisements and information about the LoveCraft website and Facebook page.
Currently StarCraft serves more than 2500 retailers with their wide variety of products including: diamonds, bracelets, charms, earrings, pendants, men’s jewelry, colored stone pieces and their wedding collection.
“Our bridal collection with more than 250 different styles has become one of our strongest lines, growing in spite of the recent economic downturn,” comments Warren. “It is at a price point that many retailers can use. We realized it was difficult to find a quality piece of bridal for a good price and our retailers agree. That’s why we plan on expanding that line and establishing it as the brand leader in a market many have overlooked.”
StarCraft also has an established flyer program which will also see improvements along with the name change. In the past StarCraft retailers could choose between two different flyer templates but could not customize product images to reflect their merchandise. Warren is proud to announce that upcoming changes include greater ability to customize which products appear in the flyers and they will also have several template choices. In addition to product customization, retailers will be able to add their store name and logos for a more tailored look.
Look for the name change to take place this month. The LoveCraft website will be up and running in February as the company shifts its focus to building the LoveCraft brand.