'We create competitive retail brand communications, from concept to marketing programmes and ultimately in-store design and experiences.'
RIVE GAUCHE BRAND STRATEGY & DESIGN
Working with Rive Gauche’s brand and marketing leaders, our G CREATIVE team in London helped to define a new brand hierarchy. Following indepth analysis – market and brand position, target audiences, tone of voice and extensive retail benchmarking – we developed a new brand identity and retail concept.
Rive Gauche Store Concept
Retail needs innovation. It’s the blend of physical and digital that will enhance experience and optimise operational efficiencies. And once conceived, tested and honed, concepts need to be rolled, market-by-market, efficiently and economically.
'We have a global network that enables retail mobilisation to be time and cost efficient.'
Jack&Jones Store Concept
JACK & JONES STORE CONCEPT AND IMPLEMENTATION
We were asked to manage the rollout of JACK & JONES’ latest window displays in over 450 stores and to create a compelling and consistent retail experience across Europe, the Middle East and Canada.
With more than 1,000 stores across 38 countries, they are one of Europe’s leading men’s fashion retailers.
'The team at GLIMMA co-ordinated and installed the new racking system in 450+ retail stores globally. They successfully overcame the challenges associated with global supply chain, variances in store layouts and different cultures, delivering the entire program on time. The result is magnificent – with the support of GLIMMA we now have the perfect communications platform to attract and excite our customers.'
Our brand technology enables retailers to have real-time brand visibility, enabling retailers to see what their customers see, across every store worldwide and ask themselves whether visibility and perception can be improved. Our technology can assist in that assessment and audit.
'Our brand visibility technology can help you see your brand assets anywhere in the world.'
MOSCOW JEWLERY RETAIL CONCEPT
To develop a new modular retail design concept which can be scaled to fit any size store. This concept is to design and implement the retail space in Moscow Jewelry’s flagship stores in Moscow.
With over 300 stores across 104 cities, Moscow Jewelry is one of Russia’s leading jewellers. Selling more than one million items in-store every year, their retail network is critical to their success.
Central to success was an in-depth knowledge of their brand proposition and how this is reflected across their different product ranges.
The 1000m2 store in Moscow’s AFIMALL is laid out in zones, one for each product range.
Every zone is designed with specific customer profiles in mind.
The design concept considers every aspect, from lighting, fittings and finishes to carefully planned seating areas with handpicked furniture.
Every zone is designed with specific customer profiles in mind.
'The new retail concept has provided an incredible boost to our brand’s image. Our customers and staff have truly welcomed the flagship concept and this has been reflected in our sales, which have grown by 30-35%. The combination of planning, product display and digital presence has helped us move our offer beyond what we had anticipated.' Egor Vaganov, Marketing Director, Moscow Jewelry
It’s this combination of knowing retail, creating competitive communication programmes, innovating the consumer experience and optimising brand visibility that enables us to support your brand elevation and engagement strategies.
Shoppers Stop Waiting Area
SHOPPERS STOP STORES BRAND EXPERIENCE
We were commissioned to deliver new brand experiences within Shoppers Stop department stores through the design, manufacture and installation of their lounge and promotion display areas in prime stores across India.
These include dedicated and targeted concepts, such as the ‘Personal Shopper Lounge’, the ‘Show Stopper Zone’ and the ‘Suits & Jackets Zone”.
Shoppers Stop is one of the largest department store chains in India, selling international and national brands for clothing & accessories, cosmetics & fragrances, as well as home décor and furnishings.
Personal Shopper Lounge
Shoppers Stop Mens
Show Stopper Ladies
01 DESIGN DEVELOPMENT
Many design agencies shy away from including signage in brand guidelines. There are simply too many scenarios and options which would make it a very costly exercise.
Specific sign family standards are required; these are often best developed by a specialist, who understands the core brand but also knows how to interpret your brand identity and apply it across different formats.
If you are dealing with multiple locations, it is useful to create a sign hierarchy that starts with architectural signs, following the customer journey throughout, including entrances, car parks and interior branding, right down to cafes and toilets.
Interior signage can include workplace branding to create high impact employee experiences.
Office design will be inspired by the home aesthetic to make it more appealing and comfortable, particularly now that so many of us have become accustomed to the home comforts of WFH!
'If you are dealing with multiple locations, it is useful to create a sign hierarchy that starts with architectural signs, following the customer journey throughout, including entrances, car parks and interior branding, right down to cafes and toilets.'
02 SIGN SELECTION AND DESIGN
There are many different sign types:
When choosing the best solution, consider:
We often use 3M’s Visual Attention Software to pinpoint the optimum location, size and design, helping to ensure the sign fits sympathetically within its surroundings.
Detailing helps to define exact requirements in terms of colour and materials, leading to a clear product specification.
Digital displays are increasingly prevalent, offering you the opportunity to regularly update and use interactive content.
'Detailing helps to define exact requirements in terms of colour and materials, leading to a clear product specification.'
You are now ready to source your suppliers.
It is rarely desirable to manufacture centrally and ship signs around the world. Tempting as this may sound, because of the quality control and consistency it offers, it won’t offer you cost efficiency, nor will it stand up to environmental scrutiny.
In many cases, it is possible to retrofit signs and recycling should be encouraged.
By working with a specialist, you can tap into a network of accredited suppliers where quality of product and standards of manufacture are guaranteed.
A single point of contact helps to keep you in control of your brand, and where specific materials or products may not be available, your team will have a firm grip on what constitutes an acceptable compromise or alternative.
For larger facilities, commission a pilot site to check the robustness of the solution, particularly if it is to be rolled out far and wide.
'It is rarely desirable to manufacture centrally and ship signs around the world. Tempting as this may sound, because of the quality control and consistency it offers, it won’t offer you cost efficiency, nor will it stand up to environmental scrutiny.'
04 PERMITS AND SITE ACCESS
It is rare that companies own all their sites. Often, property is rented and each landlord and each country, will have a different set of regulations.
A local project manager, well versed in dealing with variations in law, can more smoothly manage the permit process, dealing with landlords and planning permission on your behalf. Once this information is fed into a central project management system, you can be confident that your global programme is on track in every market.
05 SITE SURVEYS
The more thorough the site survey, the better the outcome. Accurate detailed measurements are key to successful implementation.
Work only with surveyors who are tried and tested, otherwise you risk the expensive scenario of producing signs that are not fit for purpose, causing costly mistakes in terms of time, manufacture and installation.
Alternatively, use a proven self-survey tool and ensure that staff are well trained.
'Communication and collaboration between all stakeholders is key – architects, landlords, designers, manufacturers and installers. This will help to minimise onsite disruption and reduce downtime when it comes to installation.'
Bringing together all these partners will ensure that your designs are intuitive, that your signs clearly waymark a defined route for improved accessibility. And most importantly they will proudly showcase your brand.