Tuesday 02 Aug 2011


VERONA VIBE (aka Verona Shoes) is a Quebec retailer specialising in fashion footwear for women.

The brand required a sharper focus on its primary target market, a younger, hip clientele with 8 mall stores within the Montreal greater metropolitan area and an aggressive expansion in 2010-11 planned.

Their objective was to re-brand their stores and image in order to both appeal to their desired target demographic and go head-to-head with the top retailer in the low to mid-market fashion shoe category.

The theme was based on adding a sense of fashion, passion and value to the brand. Furthermore, as new lines were to be introduced to the concept, some consideration had to be given to properly showcase and highlight some of today's hot brands in footwear.

The first distinctive design element was to make Verona Vibe own the color red. Whether it be the flooring, walls, ceiling, or logo - all are red. This makes it impossible for anyone to walk by the store and feel indifferent or not notice it.

The idea of seamlessness was also carried out with the cash unit appearing to have the floor curving up into the unit. The floor displays and base for the curved shelves have the same treatment as well.

Shelves shaped with integrated tabs are also little details that answer the need to highlight the featured brand names introduced in the new store concept.

Black and white cut out graphics of cool and hip young individuals are also very visually powerful against the bold red background and help instantly define the store brand as it targets the right demographic.

The new storefront, with its simple white framing, places emphasis on the store's bold red interior and becomes an integral part of the initial introduction of the brand The entire assortment of product offerings is also visible at a glance upon entering the store.

In the end, the client reports that the results go far beyond his expectations. The national expansion is well underway, with several offers for prime locations in prime shopping centers. In some weeks, certain stores will even surpass sales figures of their competitors.

Ruscio Studio

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