Chelsea Girl, a fashion brand identity and interior store design concept in the 1980’s by the international retail brands' agency in London.
From the 1960s when teenage culture was first born, Chelsea Girl offered affordable, fashionable clothing to many generations of youths. In order to drive profitable growth, the owners of the fashion retailer, the Lewis family believed their primary investment of management time and capital should be the design and procurement of stock. The second most important investment was store design and their store-opening programme.
we create innovative branding solutions for fashion retailers
What we did for Chelsea Girl fashion shops.
We designed the brand identity, store interior, fixtures, fittings, lighting systems, internal signage and POS promotions. We created retail fashion concepts for stand-alone stores, and shop within shop departments.
The store layout has been designed to include the “hummingbird strategy”, locating value lines, new seasonal ranges in “Zone A” where the new product is merchandised and displayed every week.
Our work with retail fashion companies seeks to support management in their attempt to develop today's brand leader into tomorrow's success story.
team up on design here
Our work dealt with the following key issues:-
Clarity of proposition - gender segmentation between floors.
Competitive environment - Top Man, Top Shop, Next.
Communication - value and trend.
Store environment – a vibrancy was required.
Focus - new product and price.
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