Fashion That Makes A Statement
THE CHALLENGE:
Having recently identified a new core consumer, Dots came to FRCH looking for a new brand image and retail experience that would help to distinguish them in the increasingly competitive fast-fashion marketplace.
THE RESOLUTION:
After re-aligning Dots' brand positioning with their core target
customer, we turned our
expertise to refreshing their store designs. To express Dots'
brand attributes, we infused their interiors with uplifting colors
and bright, fun graphics. A clearly defined pathway was created to
make shopping easier and led to a center zone with dressing rooms
and cash wrap area. Here, sales associates could interact
effectively with the customer, offering fashion feedback and making
recommendations on other styles and accessories. It was the perfect
design solution for building personal relationships and customer
loyalty. Opening day exceeded all expectations with a turnout of
over 500 customers. Their new stores continue to outperform their
ambitious sales projections and the fresh "fashion party" design is
rolling out across the chain.
