A brand with a twenty-year history has long ceased to be relevant and attractive. Over 20 years, much has changed. A new generation has grown up who do not want to wear the same clothes as their grandmothers. And there are competitors in the face of fashion giants and young Russian designers.

IMarket analysis and a series of in – depth interviews with industry experts and brand clients have shown a free niche-shopping as a leisure activity, an emphasis on external attributes and quality of service. Amazonka will become a place where every customer can get positive emotions from purchases. The strategy of leadership in services will allow to justify higher prices, increase customer loyalty and raise the bar of consumer expectations from competing companies. In-depth interviews helped formulate the brand's image – an urban Amazonka (Amazon), a strong and independent woman who follows fashion, but does not blindly obey it. This gave birth to the slogan "My city. My fashion. My rule". The typographic star symbol can be read as a snowflake, a metaphor for outerwear, or directly speak to the target audience through a brand slogan or other targeted message. Thus, the brand's communications have become targeted and adaptive.