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Background
Modis is one of Russia’s newest mass-market value fashion retailers. Their ambitious rollout plans included opening ten stores within four months of launch and 25-30 stores within a year.
Design challenge
Modis needed a retail design specialist with experience in the Russian market to help them realise their plans. So M Worldwide was brought in to create a new store concept, brand positioning and in-store communications.
As the time scales were tight, it needed to be a flexible concept that could be implemented quickly and easily, for stores ranging from 1,500-2,500 metres.
Solution
‘Good mood shopping’ is at the heart of our concept. This means that customers are able to shop for great value and quality products in a relaxed, comfortable store environment – well lit with a clear and logical layout.
In fact, the overall store has been designed to make shopping easy. New collections are presented around the store in impactful ‘hot spot’ areas. An important feature of the concept is the ‘Brand Heart’. This is an exhibition zone at the centre of the store, which constantly changes to showcase seasonal products and promotions – offering total flexibility.
The concept of ‘good mood shopping’ also extends to service in-store. So all staff have had specialist training and are supported by dedicated ‘service departments’. These include specially designed fitting rooms large enough for mum and buggy, sympathetic lighting for trying on garments and sense of calm critical for ‘key moments of truth’ on the shopping journey.
Customers can pay at the checkout bar, which has a large number of staff positions to ensure that waiting times are short. While customers are in line, they can browse a full range of accessories specially designed and sourced by Modis.
Results
General Manager Dennis Dolmator Says
“We’re quite satisfied with current sales trend which is significantly higher than market average”
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