Looking back, I so wish I had posted this project following its completion last November 2019. Remember those days when we were only ever in the fast lane? We had chased our tails right up until December closing and quite frankly started 2020 running too.
We were so chuffed with this transformation! Besides looking bang on trend, we achieved the primary goal of helping to radically improve the turnover for this store, aligning with the brand ethos of showing local product set for an international market.
We were approached by this fantastic local brand to assess one of their main retail stores and see why it wasn’t trading as well as they had hoped. It was in a prime location in a top Cape town shopping centre and essentially had all the ingredients to be a success, yet they weren’t seeing this reflected in the balance sheet. Both my kids had worn this brand as babies so I knew it well and loved it. Myself and my team set off to do a mystery shop to try and provide some critical feedback and insight into what was potentially at play here. The trouble areas were clear to us and we provided fast, creative and cost effective solutions to transform this space and in so doing, increase turnover.
A huge selling point of this brand is that its locally produced, its a high end product balancing both podiatric and pediatric needs, earth friendly, free of harmful substances and comfortable! Besides all that, its a seriously good looking product. However, none of these KEY selling points were evident when walking into the store. The brand didn’t feel local nor exclusive, and it was overly cluttered. By redesigning the flow, creating key focus areas to see product and back up stock being hidden behind custom joinery, we created a calmer setting. Using natural woods and whites to make it feel contemporary and trendy and a key colour palette that supported the brand identity made the store inviting. We used local craftsman to make beautiful lighting and the woven giraffe head to give it that local flavour, whilst still feeling very international, these elements brought that necessary “je ne sais quoi”to give it a unique personality and set it apart from other stores.