Detskiy mir children's fashion stores RU
Russia’s largest children's wear store. Store audit, store design, and brand communications.
Retail interior design and branding for Russia's most famous and largest children's toy and fashion department store Detskiy Mir.
"We recommend Campbellrigg as an agency with a unique creative approach, excellent attention to detail and responsibility."
Vladimir Chirakov, Chief Executive Officer - Detskiy Mir, Russia
Detskiy Mir means "Children’s world" in Russian
Detskiy Mir, the largest children’s wear retail operator in Russia and Kazakhstan, is a traditional Russian brand with a history dating back to 1957. In recent years the company gradually lost its point of difference in the marketplace. The shareholder’s mission sort to regain its former place and become the best, the most successful retailer in Russia, by bringing happiness and joy to their little customers. The shareholder’s vision was to create a modern and contemporary brand environment desirable for children and families alike. Detskiy Mir management asked us to help them accomplish this challenge in two new store formats.
The creation of a new Detskiy Mir concept was inspired by retail trends and target audience expectations. The emotional repositioning of the Detskiy Mir brand was extremely important, especially in terms of creating a WOW effect within the store environment.
For Detskiy Mir our planning principles sort to:-
Demonstrate customer focus and social responsibility of the Detskiy Mir brand.
Underline a distinctive point of difference and give the brand a new dynamic.
Create a welcoming first impression of an attractive and contemporary “Children’s World”.
Improve and enhance customer journey within the store
Create destination ‘WOW’ points in less visited areas of the store.
Emphasize the interactive experience to increase the dwell time in the store.
Increase sales opportunities by introducing new ways to shop.
Engage customers in recycling and sustainability - more natural, eco-friendly materials and finishes within the interior.
The Detskiy Mir concept was inspired by retail trends and target audience expectations. The repositioning of the brand was important, especially in terms of creating a "WOW" effect in a store designed for children.