The strategy for the repositioning of the Detskiy Mir brand. A children’s fashion and toy retail business.

The creation of the Detskiy Mir store concept was inspired by global trends in children's fashion and toy retail, meticulously tailored to meet the expectations of its target audience. The strategy behind repositioning the Detskiy Mir brand focused on delivering a captivating "WOW" factor across both the brand’s communication and store environment.

This is more than just a toy store; it's a "fashion and toy experience" for children, where young shoppers are treated as the priority. The store features a special child-friendly entrance, a dedicated children's store directory, and over 20 entertainment areas designed in collaboration with globally renowned brands.

Our brand and retail design agency placed great emphasis on creating impactful "WOW" moments, starting at the entrance and continuing throughout the store. An efficient lighting system and versatile visual merchandising further enhance the shopper experience. Detskiy Mir stands out in the market with its vast interactive children's facilities, flexible merchandising, and emotionally engaging store design, making it a one-of-a-kind destination.

A key element of the brand strategy was to demonstrate a strong customer focus and social responsibility. The goal was to distinguish Detskiy Mir from competitors by creating an inviting, dynamic environment that fosters a positive first impression—a modern "Children's World" where fun and discovery are at the forefront.

Current toy store design trends played a significant role in shaping the Detskiy Mir experience. Modern toy stores are no longer just about product displays; they emphasize interactive and immersive experiences that captivate both children and parents. Features such as themed zones, interactive play areas, and tech-enhanced shopping experiences—like augmented reality and hands-on digital product demos—are reshaping the toy retail landscape. Stores are increasingly incorporating experiential design to encourage play and exploration, blending retail with entertainment to create a more engaging environment. Additionally, sustainability in store design is gaining traction, with an emphasis on eco-friendly materials and socially conscious messaging.

The latest financial review of Detskiy Mir reflects the success of these strategies: foot traffic has increased by 11.3%, conversion rates by 9.9%, the average receipt by 8.4%, and profits by 32.6%.

As Russia's largest children's goods retailer, Detskiy Mir is expanding its concept, with 480 stores across 171 cities in Russia and seven cities in Kazakhstan.

At our design agency, we constantly benchmark and showcase the best in class fashion, toy, and retail store design trends across the globe. Take a moment to explore the "projects - fashion" section of this website and check out related news items to see more of our work.

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