To transform a niche player into a mass luxury retail leader offering a destination shopping experience for women aspiring to life beyond basics. Our challenge was to redefine occasion wear and differentiate Coast from the highly charged, fast paced value sector.
We created a new Coast signature that blended grand gestures with domestic cues to ensure an unrushed yet glamorous shopping experience. Oversized fitting rooms, sumptuous floor coverings and shop floor as ‘dressing-room’, were the key experiential design elements focused on driving dwell time, conversion and up-sell.
Beyond the flagship concept, pilot formats include the Coast concession footprint in Debenhams and Coast by Appointment – a format that packages key lines and one-to-one service for bridesmaids (one of Coast’s key customers). Through understanding our customer’s mindsets and motivation, we have created formats that inspire and engage her. She has been voting with her wallet and proving that a niche approach is the right fit.
Marketing, 26.09.07
Many designers claim there is a huge opportunity for retailers to raise their game by…
