Ju­nior Solly

VM&RD - - SPECIAL FEATURE - SIGNAGE AND GRAPHICS -

Allen Solly has re­cently launched its first ex­clu­sive kids store at the Phoenix Mall lo­cated in Ban­ga­lore, in an in­ter­preted de­sign iden­tity of its mother main­line flag­ship.

Hav­ing drawn in men and women, the 1744 es­tab­lished brand Allen Solly has now set its sights on the lit­tle ones with its first kids store at the Phoenix Mall in Ban­ga­lore fea­tur­ing a kid­die in­ter­pre­ta­tion of its new re­tail iden­tity launched in a flag­ship in June last year. Spread across 740 sq. car­pet area, this new store is lo­cated at the kid’s zone of the Mall. “The Phoenix Mar­ket City Ju­niors ex­clu­sive store is the first step that we have taken to­wards ac­com­plish­ing our ob­jec­tive in cre­at­ing a large busi­ness for Solly Ju­niors. So far the brand has been sell­ing in our main­line ex­clu­sive stores and through de­part­men­tal stores and multi brand out­lets across the coun­try. The new store is keep­ing the brand propo­si­tion alive in a never be­fore man­ner and is mak­ing shop­ping ex­cit­ing for the kids and the par­ents. The store, the re­tail iden­tity and the mer­chan­dise com­mand at­ten­tion and stand out,” ex­plains Suman Saha, Brand Ini­tia­tive Man­ager, Women's wear, Kid's wear and Ac­ces­sories, Allen Solly. The con­cep­tu­al­iza­tion was done by Dalziel & Pow and 4 Dimensions, the same de­sign agen­cies that de­vel­oped for the mother brand in main­line ex­clu­sive stores. “We wanted to cre­ate sim­i­lar at­mos­phere specifics to the ju­nior’s cat­e­gory,” avers Amit Pande, Re­tail Di­rec­tor at Allen Solly. He fur­ther in­forms, “Iden­tity of the mother brand was adapted for the 'Ju­niors' con­cept store and the brief men­tioned to the agency, was to de­velop the per­sonas of the boy and girl char­ac­ter and ex­press that in the unique Allen Solly way.” The ba­sic el­e­ments of Allen Solly iden­tity which in­clude white and wooden floor­ing, col­umns with brick tiling, fancy lights, and cor­nices can be viewed sim­i­larly at this new store be­cause of its wide ac­cep­tance and easy con­ver­sion pos­si­bil­ity. “In terms of iden­tity, the brief was to keep the el­e­ments same as the reg­u­lar Store so that if re­quired it can be con­verted to Men’s or Women’s store with­out much change and fur­ther Capex in­vest­ment,” shared Bipin Barma, Group Man­ager Projects, Allen Solly.

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