Design showcase: New Ardene format refocuses on Generation Z

4th January 2018

Canadian fashion brand Ardene has unveiled its latest store design, in Saint-Jérôme, Quebec, to reflect its evolution to meet the needs of trend-driven, socially-connected Generation Z consumers.

The retailer has traditionally provided for a broad range of women and girls, aged from 10-40, and has constantly updated its brand identity over its 35 year history.

The latest store concept has been developed by Dalziel & Pow to focus on Ardene’s three brand pillars: Never Stand Still, Attainable Style, and Limitless Aspiration. It introduces a fresh personality, a vibrant tone of voice and a visual language that focuses on fun.

Housed in a large 1,394 sq m(15,000 sq ft) unit, the first new store seeks to be a ‘BFF hangout space’ for its customers, and will house events and pop-ups that include in-store fashion makeovers and personalisation services.

Social media connectivity is evident throughout the store, with its pastel colour palette directly influenced by shades that are prominent on social media feeds. Colours include ombré walls that fade between shades of pink and blue.

Sculptural architecture is used to define departments and break up spaces, while also providing visual merchandising systems, without detracting from the overall scale of the interior.

VM sets and pegboards are used to inject signature bright colours, fashion photography, and the brand’s tone of voice. The brand’s own emojis – called Babemojis and available for download from app stores – are peppered throughout the store.

A large changing room area features a communal space, further encouraging dwell time and product trial.

The store is part of Ardene’s multi-channel concept, dovetailing with a redesigned website and social media channels. High impact digital screens are located at the store entrance, at the cash desk, and in the hangout space.

A number of further stores using the format are due to open during 2018.