Adler Fashion Stores DE
A fashion retailer in Germany. Store audit, store design and brand communications.
Retail interior design, store and branding for Adler. One of Germany's largest mid-market fashion chains.
Adler is, in its estimation, the market leader among textile retailers for customers over 45 years in the value price segment.
Multiple store locations - Germany.
Transforming a fashion store category
As one of the leading textile retailers in Germany, Austria and Luxembourg, and with more than 60 years of tradition and a high level of customer loyalty, Adler is, in its estimation, the market leader among textile retailers for customers over 45 in Germany in the value price segment. The products are distributed via a broad network of currently more than 166 stores in Germany, Austria and Luxembourg, as well as an online store.
The retailer started a programme of new store openings and delivered a new format at Limburg, which, although proving successful, required time and capital to implement. Adler was faced with a challenge. The company required a cost-neutral design solution to apply to their existing stores and to achieve a transformation in their brand communications effectively, speedily and with a neutral or limited capital expense.
Principally, the company wanted to “fight the grey” and update the feel of how they were communicating to their customer in-store.
After winning a competitive paid pitch to develop a new in-store shopping experience, we set about creating a Graphic communication hierarchy to refresh the brand image of their stores. In so doing, all areas of the store environment came under review, including sub-brands, visual merchandising displays, fixture systems, lighting, and customer navigation.
The brief also tasked our innovation team with the evolution of the strapline from ‘I Like This’. We recommended ‘Your Fashion Store’ – a proposition that had greater resonance with its customer base. The communication in-store reinforced the product quality and service available to customers through targeted graphic communication.
The Pretty and Pink concept review included store design, sub-branding, visual merchandising displays, fixture systems, lighting and customer navigation. All on a minimal budget. The sub-brand strap-line changed from "I Like This" to "Your Fashion Market." Ihr Modemarkt