Take Off exists of 20 stores in Belgium, a sneaker chain for teenagers. The concept was very outdated with red as dominating color in cash desk and seats. The concept missed an inspirational shopping experience that atrracts the younger consumer. Our aim was to make Take off fun, trendy, energetic and young again with a touch of rock&roll; from an average urban shoe store to an inspiring sneaker store.
Above images before situation.
For the concept we kept the current set-up but removed all the red elements and added in new raw materials and visuals. The lay-out of the stores was redefined per category; skate, run, most wanted, new, …
We optimized the product presentation on the walls by using the niches as a focus area and making it for customers easier to “read” the wall and find their favorite sneaker.
The lay-out is based on low tables in the middle and high walls along the side to keep a clear view. The tables serve perfectly for constant rotation of product to keep the store fresh. For narrow stores we redesigned the lay-out to take out the tunnel view.
On the marketing side, Also the brands were deciding what the stores looked like during their campaign and we took over to ensure the campaigns fitted within the new concept. We created seasonal marketing plans and communicated to the brands when their campaign could be executed. We included a plan for the windows based on the seasonal campaigns.
Besides changing the concept, we extended the assortment with cool gadgets, beenies, socks appealing to young kids and increasing the average basket.
Besides changing the concept, we extended the assortment with cool gadgets, beenies, socks; products appealing to young kids and increasing the average basket.