Retail «衣架 Yijia Fashion Space Identity»

The Shanghai-based fashion brand 衣架 Yijia solicited des:glory to help define a new space identity fitting to their new brand strategy of lifting the brand to the light luxury segment.

The space identity design project has four main objectives: 
(1) to implement the brand strategy, (2) to build loyalty by providing a rewarding shopping experience for the customer, (3) to increase sales on a visit.

The Business Strategy, Brand Values, as well as Customer Needs were holistically analysed to define the most optimal Framework for Design creation. 

Measuring the impact of the redesign

The new store design helped Yijia achieve brand alignment as an international, and light luxury brand and ultimately adds a sense of value (1). A customer survey provided insight that the redesign reflects the values and strategy of the brand. The store redesign was featured in several  media articles, especially mentioning the attention for the consumer experience (2). The new format has seen steady growth at or above targets as compared to previous year same store sales (3).