The Art of Rebranding - How Mr Price Keeps Their Edge 

In the ever changing world of fashion and retail, staying relevant is an art form in itself. Trends are always shifting, audiences evolve and digital transformation keeps re-writing the rules. For many brands, rebranding is no longer a ‘one-time’ refresh - it is a continuous process of reinvention and Mr Price is one of few South African retailers that embody this truth. Once known purely for its low cost, mass-market clothing.

Mr Price has reinvented themselves multiple times over the last three decades - proving that a strong value proposition can co-exist with modern style, digital fluency and cultural relevance. This is the story of how Mr Price mastered the art of rebranding. 

From “Factory Fresh” to Fashion Forward - A short timeline: 

1985 - The Birth of Value Fashion. 

Mr Price opened their first store with a clear promise ‘Fashion at competitive prices’. Simple, direct and accessible - the brand's early years mainly focused on convenience and affordability, appealing to price-sensitive consumers across South Africa.

1990’s-2000’s - Expansion and Brand Architecture. 

As the retailer grew, it diversified into complementary categories - Mr Price Home, Mr Price Sport, Mr Price Money - giving rise to the broader Mr Price Group. With this expansion the company was able to serve multiple lifestyle needs while maintaining its core “Value” DNA.

2010’s - Visual refresh and store redesign. 

With global fast-fashion brands like H&M and Zara entering the market, Mr Price recognized the need to modernize. The company introduced a cleaner, lowercase logo, added the signature red cap emblem and redesigned stores with a more curated, contemporary aesthetic. The new look was far more brighter, trend-led and far more experiential. 

2020’s - Omnichannel, Sustainability and Culture. 

Recent years have seen Mr Price double down on e-commerce, click-and-collect and social media storytelling. At the same time the brand introduced sustainable fabrics, local sourcing initiatives and creative collaborations with South African designers and influencers - all while keeping its price promise intact.

The results speak for themselves: steady growth in both online and in-store sales, improved margins and recognition as one of South Africa’s most loved fashion retailers. 

Six Rebranding Moves that Worked 

1. Keeping the Core Promise, Refresh the personality. 

Mr Price has never abandoned its foundation of value. Instead, they reimagined how that value looks and feels - shifting from “factory outlet” to “fashion for now” and by doing so Mr Price has proven that rebranding does not mean abandoning your roots but retelling your story for the new generation 

2. Improve visual identity - Subtle butstrategic. 

Instead of an overhaul, Mr Price opted for evolution rather than revolution. The move to a clean wordmark and a simple emblem gave the brand a much more youthful, digital-friendly aesthetic whilst still being able to maintain familiarity with long time customers.

3. Turn stores into a brand experience. 

Modern retail is not just about selling clothes these days - it's about the experience. Mr Price's stores use open layouts, bold graphics and strong visual merchandising to create the “Instagram moments” that reinforces their fashion-forward identity. 

4. Expansion through sub brands. 

By adding divisions like Mr Price Sport and Mr Price Home, the company built a family of brands under a single value umbrella. Each sub brand targets a distinct audience while still being able to maintain the parent brand’s accessibility and affordability intact.

5. Merging digital and physical - The Omnichannel Leap. 

From online exclusive deals to same-day click-and-collect, Mr Price has integrated their channels seamlessly. The online store is beyond being transactional - it mirrors the brand’s energy through dynamic visuals, influencer edits and trend-led collaborations. The digital experience became a natural extension of the brand. 

6. Staying Culturally Connected. 

Relevance is the heartbeat of fashion and retail. Mr Price has used inclusive campaigns, influencer collaborations and sustainability storytelling to connect with the Gen Z consumers who have always wanted more than just low prices. The brand feels more homegrown yet current - and identity that many imported fast-fashion retailers fail to replicate.

Results: Commercial and Cultural wins. 

The ultimate test for a brand that has chosen to rebrand themselves is whether the brand moves forward or not. In recent years Mr Price's results continue to prove that their rebrand was not only cosmetic - it was strategic. 

• Increase online traffic and increase social engagement across TikTok and Instagram.

• Improved margins and sustained growth despite global retail pressure.

• Positive public sentiment around local collaborations and sustainability. 

By evolving steadily instead of abruptly, Mr Price has earned both relevance and trust - a balance not many legacy retailers manage to maintain. 

Key takers from Mr Price’s Story: 

1. Anchor the change in your core promise. Don’t lose sight of what made customers love you in the first place. 

2. Let visuals speak for themselves. Small updates to the brand's identity can modernize perception without causing confusion. 

3. Utilize culture as your compass. Stay tuned with what customers want and care about - from sustainability to self-expression. 

4. Turn every touchpoint to a brand statement. From store layout to instagram and TikTok posts, consistency is crucial.

5. Measure success with both data and emotion. A rebrand should drive sales and spark pride. 

Conclusion: Rebranding - An ongoing art. 

Mr Price's journey continues to prove that rebranding is not a one-time event - it is a living process. The best brands don’t reinvent themselves out of desperation - it is instead out of strategic intent and curiosity.

Mr Price stands as a case study on how a proudly South African brand can remain fresh, familiar and forward thinking - decade after decade.