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Client: Lacoste Footwear
Project: Brand Audit
Brief:
Lacoste Footwear asked Visual Thinking to complete a detailed review of its visual merchandising delivery in selected outlets across its UK and French distribution network.
The brief was to identify improvements to enhance the customer experience by introducing increased levels of brand appeal and ‘retail theatre’ into the showroom environment.
Solution:
The Visual Thinking team visited a number of stores including Lacoste boutiques, key accounts, multi-brands, department stores and independent retailers. The review involved three consultants – one French speaking – and was delivered over six weeks at locations in London, Manchester, Paris, Tours and Lyon. The review involved an observational critique including photography and detailed discussions with staff to explore store presentation issues.
The exercise concluded with a presentation to the client’s international brand marketing team. This involved proposals for enhanced brand delivery, product presentation and appeal, showroom visibility, street presence and brand engagement. Recommendations included improvements to shop equipment design, VM methods, retail guidelines and staff training to maximise VM effectiveness and sales performance.
“You highlighted some important improvement areas. Lacoste SA can make a big difference using the audit feedback”.
Delphine Varenne – International Marketing Manager, Lacoste Footwear. (January 2011)
