Retail Design of Allen Solly
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| Making the retail and branding relevant to Zap generation (below 30 years) experience |
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| Result within 2 years of Shining’s intervention: The brand has tripled in revenue by attracting youngsters without losing any 30+ age shopper. |
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| Background: Allen Solly retail brand of Madura Garments was perceived as a formal wear brand for the 35+ year-old generation, so it was missing youth flair in the brand, façade and in-store display before 2009. We strategized to
make Allen Solly youthful and a casual wear brand that caters to 23 to 28- year-olds. |
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| Allen Sollystore before Shining intervention in 2009 |
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| Our insight finding from the market: The youth are attracted by casual wear as a single point focus and they need great choice. |
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| New strategy: To attract youth entry to the brand, we recommended focus on 23-28 years old. To break the monotony of formal wear, we emphasized casual wear followed by others, and segregated the apparel offer to have seven different occasions of wear. This was a big selling point to give variety of choice to shoppers. In addition, the expression of asymmetry as the retail’s tone and manner with frequently changing visual merchandise was highly appreciated by the young generation who viewed this as a great difference of experience in buying apparel. |
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| Asymmetric concept |
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Seven Different Occasions |
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| Retail façade: The youthful, dynamic treatment with the color red in the
façade gave it a vibrant look. The indication of asymmetry in the brand identity invited the youth to drop in. |
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| Retail in-store: |
| MATERIAL: To create a youthful, contemporary trend experience, we combined different types of noble material and textures. |
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| Copper as the principal fixture of visual merchandising |
Rubber tube for joining |
Matte steel for bottom of the fixture |
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| PLANOGRAM: The planogram was designed to ensure that the different categories differentiate the occasion and pricing, making shopper movement very friendly, and full of choice in merchandise design and wearing occasions. Modular retail fixtures facilitate frequent change in store design, from visual merchandise to the floor, walls and ceiling. |
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LIGHTING: The focus of the lighting system design is to specifically highlight the merchandise instead of providing flat general lighting, even as the lighting shines out of dramatic copper ceiling vents in an asymmetric way.
AMBIENCE: Asymmetry dominates the whole retail ambience. It’s visibly identifiable from a distance, and very closely felt when inside the store. |
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VISUAL MERCHANDISE:
All
visual merchandise was designed with a flexible system
for easily
inter-changeability of
the racks. |
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| ENGINEERING OF FIXTURES AND VISUAL MERCHANDISE: The highly engineered, flexible visual merchandise using different materials was to bring regular, easy change and outstanding mix and match in the store. Even all the hangers were designed to look asymmetric. |
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| Asymmetric fixtures |
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Movable independent racks with flexible
shelf arrangement design |
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In-store display with inventary facility
and space for stop image of the
mechandise |
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