Which is the best way to combine a new shopping experience with the needs of customers? With the new retail concept, the sportswear brand Hervis is increasing customer frequency, creating orientation and highlighting the brand's services.
A newly designed leisure experience awaits sports enthusiastic customers on 1,900m2: The Hervis Sports flagship store in Salzburg’s Europapark offers top services in a modern shopping atmosphere. The Austrian sportswear brand has been offering its extensive range of water sports, fitness and outdoor clothing here since 1997. Now, with the optimized design, the brand is moving to the next stage of retail evolution. With its open facade, the Hervis flagship store offers a spacious view into the store from outside. The facade serves not only as an invitation to enter the store but also as a stage for presenting current trends. In addition, the new zoning concept provides customers with a first highlight at the entrance: the assortment of the current season is presented on the large, red-framed area. An advanced guidance along the different assortment categories additionally supports the customers’ orientation. The new customer journey aims to improve the roundtrip of the customers and highlights the individual product categories as competence zones. Along the customer journey, the use of the corporate colour red provides clear anchor points. The new concept of the back-wall presentation offers space for product categories, gender and brand signage and thus fits into the store as a natural communication surface. Highlight frames emphasize the communication level and create a good overview in the store. Moreover, the lighting concept is used to illuminate current trends with additional spots to the wide-area light. The new centrepiece is an innovative service point in the middle of the store. Here is not only the point of contact that offers the classic customer advisory service. It also provides the click-and-collect tower where online orders can be easily picked up in the store. Again, the corporate red helps the customers to orientate and makes the tower clearly visible from every corner of the store. In addition, a body lab with a measuring centre enables size recommendations for individual needs, shoe fitting and allows for various other tests. In this way, the design combines the advantages of online and offline shopping in a multi-channel concept. Hervis’ specific demand to actively address the female target group is also reflected in the design: a warm, bright and friendly material concept creates a pleasant atmosphere. Moreover, the themes of sports and dynamics are reflected in diagonal design elements such as the lighting elements. As a sportswear brand, Hervis emphasises the importance of sustainability. In order to set an example for sustainable sports fashion, a shop-in-shop concept was developed for the presentation of the own outdoor-brand Kilimanjaro. The materiality of the Kilimanjaro shop-in-shop is based on a panel material made of Tyrolean alpine herbs and grasses and clearly stands out from the other materials used in the store. Thus, the entrance area sends a clear signal about the importance of fair and sustainable sports fashion. The new design concept includes all areas from the facade design and the materiality in the store to the furniture and lighting. The development and implementation of the redesign was completed in only four months and included the analysis of the existing situation as well as the optimisation and further development of the store concept.
Photos ©Hervis/Eva Trifft
