Hypermarket fashion branding, in-store communications and retail store design
There is no doubt that a sharply focused retail strategy also contributes to a company’s strength. Kesko is among a small number of retailers in Finland whose value proposition is well defined in the minds of consumers, with access as the primary attribute and product as the secondary attribute.

We examine how hypermarkets store design have copied fast fashion retail multiples and observe how business executives might increase sales using branding, good interior design and visual merchandising during the process of bringing the product from drawing board to shop floor.

Supermarket retailers are now challenging, some might say reeling in, High Street multiples when it comes to fashion sales. In the past supermarkets placed too much emphasis on the “stack them high, sell them cheap” formula. While the supermarket was considered a discount retailer, in recent years they have been looking to alter consumer perceptions of their brands by stocking fast fashion lines to attract other customers.

The supermarkets have a long tradition of forcing their way into new markets and now stock everything from cat food to gardening gloves and home loans.

So, how did they turn cheap and cheerful into chic and stylish?

Some industry experts say it’s clever marketing that has helped change the perception of supermarket fashion. It’s a strategy that has altered the stigma of wearing supermarket clothes, among some shoppers at least.

The trend for supermarket buying teams, to design key pieces each season that look like key catwalk fashion sold at rock-bottom prices, has really taken off, producing profitable reward. Pitched at the high-end of fashion, they are good enough to appear in glossies and become the budget “must-have” of the season. With jeans on sale for just £3, Katie Price, aka Jordan, lingerie for £3.91 (now out of stock!) and wedding dresses for £60, it’s easy to see why the prices are so attractive, aka Katie.

we deliver on strategy

K-City Market’s hypermarket fashion brand and store interior design consultant

What we did for Kesko
In an effort to develop a more experiential store brand, the management of Kesko’s hypermarket division, K Citymarket in Finland, issued CampbellRigg with a brief stating they did not want to simulate the traditional European model of hypermarket fashion shopping, preferring to create a hybrid approach to hypermarket retailing; e.g. a full shopping experience that bridged everyday shopping with browsing, idea generation and indulgence for all the family. CampbellRigg believe that retailer branding should take the store as a whole as a starting point, rather than specific products and categories. This approach offers the biggest chances of success and highest synergies.

K-City Market’s hypermarket fashion brand agency lifestyle graphicsK-City Market’s hypermarket fashion brand agency

K-City Market’s kids fashion and brand consultant

find right hemiphere solutions for hypermarket fashion here

The Solution
Our work took account of customer perceptions of K Citymarket’s fashion offer, brand communication, shareholder objectives (Kesko OY Finland) and the competitive environment. We dealt with category adjacencies, designed the store interior, fixtures, fittings, lighting systems, internal signage POS promotions and communication suites and shop within shop departments.

The key issues were:-
Clarity of proposition - gender and age group segmentation
Competitive environment - Prisma hypermarkets
Communication - new and value
Store environment - vibrant with flexible merchandising
Fashion direction - fast fashion consumer offering

we deliver versitile solutions

K-City Market’s hypermarket fashion store design agency

hypermarket fashion brand agency merchandising design K-City Market’s hypermarket fashion merchandising retail design consultant K-City Market’s hypermarket fashion brand agency fashion brand consultant K-City Market hypermarkets K-City Market’s hypermarket retail store design agency K-City Market’s hypermarket branding agency

K-City Market hypermarket retail design consultant

the store before

the store after

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3 Apollo Studios, Charlton King's Road, London NW5 2SB UK Tel: +44 (0)207 2676070

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