Branded to Fit Her Style

An all-out branding campaign more than a year in the making wraps up this spring with the remainder of the catalog changes. Among the finishing touches: a new logo, dropping the $0.99 from the end of prices and cleaning up the page layouts. What did not change: the value-oriented pricing. “We made sure not to raise prices and risk alienating customers—even as we stepped up product quality,” says Madonna.