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Transcript of American Vintage
Analysis: Present Display
Future Concept (5 - 10 Years): Brand Identity Prism
Light, bohemian, nude tones, white, aged/distressed, juxtaposition of rough ambiance and supple clothes.
Casual, attentive, natural, daring.
French / American, sustainability
Relaxed, comfortable, confident.
Customer Reflected Image:
Understated, free, creative.
Understanding, sensitivity, common interests.
Increased texture and color, introduction of varied shapes, contrast rather than complementing clothing.
Founder: Michaël Azoulay
HQ: Paris, France
Reinvented the basics of layering
American Vintage is a style with a vintage touch‚ - Inspired by the American trend intermingled with the jeans image
Smell & Touch
- Woody smell (in line with its vintage style)
- Touch of wood; easy access to products
- Lighting (some dislocated floor lights, no emphasis)
- Space (contrary to usual customer shopping path, different wall processing method)
- Design (different color & size of steel structure， different color of wooden desk, weak window display, no consideration of air circulation)
- Layout (messy counter and storage container）
- Label (cheap category label)
No Music, No audio sensory
Smell & Touch
- Quick fade of the aroma
- Various wood texture （smooth, semi-smooth, rough）
- Monotonous touch of vintage style
White, soft and bright LED lights
White wooden walls
Light background music
Wooden closet and floor
Change the path from O style to I style( to be broader)
Easy enter and exit
Small and tidy counter
Read like a book
Easy for customer to experience
High quality hanger and label
Window display with highlights of the products
-Lighting (transparent and bright, floor light, deliberately designed lighting system)
-Space (relatively loose display of products, wood design concept)
-Design (warehouse structure, wood elements，specific plastic on the wall)
Institutional Display (display the concept but not the items)
Show Case Window
Simple,Brief, Clean and Clear Message(brand association)
Well-lettered (brand name)
Well-designed (vintage door & window frame)
Continuous change based on collections
With consistent elements of the new concept
Make cohesion between the store and the communication
Store size: 92.66 m2
Stock area size: 13.68 m2:
Dóra Jónsdóttir,Hala Radwan, Barbara Victorino,Ran Wei, Joe Yang, Jia Zhou