MARKETING MAGAZINE MARKETING AWARDS 2006 : A New Season Reinventing and repositioning a New Zealand icon is never easy, but the team at Farmers bucked the odds and won.

Marketing Magazine (Auckland), July, 2006 by Graham Medcalf

"A quantum shift in positioning with a great image change, substantiated by changes in product range and customer service." This was the view of the judges in unanimously selecting Farmers as winner of the Morton Estate Wines Retail Award at the 2006 Marketing Magazine Marketing Awards.

The extraordinary success story of the past year or so is the result of a new vision, designed to ensure that Farmers continues to be a great New Zealand department store for many years to come.

For decades Farmers has been known for its tradition and heritage, but it was a brand that not only lacked any association with today's modern lifestyle but had little coherence in its offering to consumers.

Farmers was out of fashion. In fact it had never really been in fashion and was...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.