Recently in our digital marketing class, we discussed what makes for a strong positioning statement and value proposition and why it’s a vital component to the foundation of any business. What are your customers pain points and how can your company differentiate itself in the market, in a sea of competitors, by crafting unique solutions to their pain points? Seems simple enough, right?
Take for instance, Fastrack – established in 1998, this India-based youth fashion accessory brand including watches, bags, wallets, belts, etc. has had the consistent tagline of “Move on”. Fast forward thirteen years, they recently launched their new brand positioning, ‘You Do You’, “the brand actively fuels the fearless expression of Gen Z’s fluid identity,” says Mr. Ajay Maurya, Marketing Head, Fastrack. He continues, “the focus of the youth has shifted to how they explore their identity through their choices, orientations, and interests, though they are under the constant stress of being judged and labelled.” Furthermore, “Fastrack has keenly supported the boldest choices of the young generation; encouraging them to share their true identities with the world…the youth of today have also demonstrated a remarkable ability to adapt and explore new ways of expressing themselves.”
I personally love this and found it to be a rebrand that resonates and works. Fastrack realized that, while their target audience has not necessarily changed, the world as we know it has. Our youth in 2021 represent a stark difference from those even just thirteen years ago. They repositioned their brand to represent the GenZ of today and I think the positioning statement reflects that without losing sight of their purpose. “You do you” represents an authentic voice in a world that has historically felt cookie cutter. Recognizing the shifting technological landscape, Fastrack has also pivoted its advertising strategy to focus on digital platforms to engage their target audience.
If I had to craft a positioning statement for Fastrack, it would read: For (youths) Who (want to identify through their choices, orientations, and interests), (Fastrack) is a (fashion accessory brand) That (encourages you to be your most authentic self).
What do you think of “you do you?”
Do you think Fastrack’s new positioning statement will resonate with its target audience?