Over the past five years, the profi

Over the past five years, the profile of the 17 brand has changed significantly.
Initially, it was a budget brand identified by low prices.
Now it is perceived as a ÔhappeningÕ, Ôwith-itÕ brand for Ôgirls with attitudeÕ.
At first, however, the new profile for the brand was not being delivered instore.
Although BootsÕ ÔattitudinalÕ advertising had been successful in re-positioning the brand, this advertising promise was not being delivered in-store.
There was a clear need to undertake research designed to re-launch the brand, further develop its profile and improve its market share.