Lindex is a Swedish fashion chain with over 400 stores in fourteen countries. It is known for its fast fashion offer, for both women and children, and its strong heritage as a lingerie brand. We were appointed in 2010 to help the brand reaffirm its position and enable it to grow more confidently across existing and emerging markets. We focused on the company’s business concept of ‘inspiring affordable fashion’, and used this as our foundation for defining the brand and for designing a new store environment and communications.
We worked closely with Lindex’s team to create a ‘brand platform’, to define and give differentiation to the brand. This platform is being used to inform and inspire all brand activity, to ensure consistency across all customer touchpoints and to enable the Lindex vision of delivering a ‘world class fashion experience’. Alongside the brand platform we have created a new store design, in-store graphic communications, ticketing, packaging and art direction for a prototype store, which opened in early 2011. The new concept will be officially launched at the end of November, with an Oslo flagship.
We have created a distinctive brand environment, celebrating the brand’s Scandinavian heritage through the use of texture and layering, pattern and natural materials. Strong colour and pattern bring an expressive and dynamic feel to the children’s department and expressive architectural features create a vibrant space.
A key feature of the new store is the fitting rooms. These have been brought onto the shop floor and given a prominent position at the heart of the store. This is linked to the brand’s heritage in
underwear, with a strong focus on fit and customer service. The fitting rooms take on the feel of backstage at a fashion show, with an illuminated ceiling and a strong geometric floor pattern.
Each fitting room has expressive, individual graphic treatments and soft lighting.
The new in-store communications are based around two key concepts: firstly establishing Lindex as style leaders, and secondly celebrating Lindex’s understanding of fit. We tell the designers’ stories and give ideas and seasonal inspiration to the customer, these messages appearing on full walls – showcasing behind-the-scenes graphics, showing seasonal themes and trends – and continue through to ticket level product-specific inspiration. Large-scale fit guides, complete with new art direction by Dalziel and Pow, are featured around the store and integrated into the fitting rooms.
The overall result is fresh and inspiring, helping to deliver inspiration and style ideas, complemented by great value product. This in turn delivers one of the company’s key values – that ‘fashion is fun’.