Adler Fashion DE

Tailored to the 55+ age group

As one of the leading textile retailers in Germany, Austria and Luxembourg, and with over 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. Selling products via a broad network of  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's management faced 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. 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 Market’ 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.