Iconic imagery creates dramatic wall impact communicating the brands origins, whilst a stylised Subway Map adopts a tube line for each of Col Haan’s hero shoe designs. Low volume for high impact.
Club Monaco strengthens its reputation as the effortlessly stylish purveyor of timeless fashions by forming links with a select number of discrete and discerning designers and doyens of quality chic.
From exclusive jewellery and favoured footwear, to accessories for ipads, and facsimilies for footnotes , these hand-selected, hand-makers are the ideal complement to Club Monaco popularity.
Store and stock in faded harmony as sun-bleached beauty is applied to fixtures and fashions, to windows and wardrobes.
Yesterdays news is scattered with precise abandon, in picture frames, focal walls and POS where clean & corporate is disguised as disarray and disparate.
The defining attraction of Urban Outfitters is its distinct personality expressed through its often random but always eclectic mix of fashions, home accessories, music and novelties. It is impossible to resist picking up things that you have not seen before or rediscovering old favourites that you just can’t help touching again.
The total experience reflects the very specific taste with innovative and unusual display techniques in a store environment which is all about curiosity and exploration. Store materials and fixtures are often unfinished or distressed giving a feeling of newness and anticipation.
That being said the Urban Outfitters store is a successful commercial proposition which cleverly combines best selling and profitable lines with strategically selected curiosities, image makers and locally sourced ranges appealing the regional taste. The brand mix is a careful balance of traditional good sellers such as Levis and Dockers and the more risky but eyecatching new brands which are the core of its proposition.
When it comes to turning your stores into selling machines, one solution rarely fits all. If you sell through wholesale or are in partner with franchisees you’ll know only too well about the challenges of working in a “hostile environment.”-
The new 5th avenue store is as impressive a brand statement as you could ever wish to see. The store is spread over 4 floors which are used to create a jaw-dropping entrance where the full store height is awash with colour and excitement.
The customer is taken on a definitive journey, firstly up 3 floors on an escalator into the sky. The customer then enters the main store through an illuminated corridor where best sellers, classics and image makers are presented with enticing graphics and flashing LEDs.
The collection is displayed through a series of rooms where the product grouping is still largely in the traditional Uniqlo categories.
However silhouettes are brought together on mannequins and focal displays and the collection also includes coordinated themes for women.
Hero categories have special status such as the mezzanine floor dedicated to the Uniqlo T-shirt and displays in museum fashion all of the designs and characters that have been used on the T-shirts over its history.
Uniqlo is developing a multichannel presence where its focus is currently to create an international fashion community.
On websites and mobile platforms an international audience recommend and model inspirational ways that customers can mix and coordinate the range of Uniqlo classics and new fashion pieces.
Although its original stores were only 100sqm its concept has blossomed to become “Fashion Wonderlands” of over 9000sqm. These huge stores are segmented into a variety of sub-brands and departments.
Forever 21 for the original assortment of women’s and junior’s clothing, accessories, active wear, swimwear, lingerie, handbags, and shoes. Forever 21+ carrying women’s apparel in extended sizes. Love 21 with contemporary lines for women with styles more suited for women 21 and older. Forever 21 Girls for girls moving into their pre-teen sizes & 21Men, fast fashion and suited style for men.
The vast spaces are used to create retail theatre through the use of extravagant and extended mannequin focal points, introducing each area with distinctive and eye-catching colour, pattern and displays.
Whilst the store has been built arrange jaw-dropping category displays with endless racks of dresses, blouses, T-shirts, trousers, denim and every other kind fashion apparel, the retailer has worked hard to create outfits and silhouettes, brought together with its individual and distinctive taste for coordination.
Stand-out departments include the accessories area with its “boutique” atmosphere and the wonderfully extravagant fixtures with crystal chandeliers and oversizes lampshades.
Rice to Riches takes a staple of world diet and explodes it into popular culture with imagination, humour and a degree of good taste. If its possible to do so it communicates rice pudding with “its tongue …in its cheek” – don’t try that one at home!
Brand communication both in the stores and on the website carries a “tone of voice” which is fun, friendly and a little challenging at times. It succeeds in propelling the scourge of many a school dinner into a desirable and versatile fast food.
The assortment offers many imaginative and, it has to be said, delicious flavours and combinations with fruit, nuts, preserves and sauces.The temptation to explore and experiment is irresistible. Although don’t expect to be walking that quickly away from the restaurant t the end of your experience.
Rice to Riches is an exercise in idea development. The concept is fully coordinated across channels allowing customers to buy in store, click & collect or have the Rice delivered to your door. Something to consider for Valentine’s Day perhaps.
The brand is beautifully extended across the format into spoons, bowls and rice accessories to maximize completely a simple yet unique concept.
