Retail is the biggest business in the world. More people work in retail than in any other sector. Retail affects everyone, almost every day. But people are devoting less and less time to shopping, and when they do make time for it, they gravitate towards store concepts that share their tastes and add value to their lives.

Store formats bring a brand to life, and create a brand preference that goes beyond its product range or customer service. Store formats open opportunities to stimulate all the senses, enabling an all-encompassing experience of the brand

 

create an environment where brand & consumer meet. We had to chose an exciting jeans brand and add a new target group. my project partner and I chose G-star and wanted that jeans brand to connect to the green mindful mama's. we had to choose one jeans brand from the report that does not yet serve one of the two target groups visualised in the scale models. So the task was to link a brand to a new segment, or in other words, to a new target group. You then create in pairs a meeting point, a fashion environment, in which the jeans brand and the target group can be brought together.

​

we created the subbrand Gaya by g-star. A brand that focuses on connecting with Mother Earth and with yourself. It's an ode to the nature that finds the balance with humankind and nature. based on this concept we created an fashion retail environment.