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American Vintage

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by

Barbara V

on 18 April 2014

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Transcript of American Vintage

Brand History
Analysis: Present Display
+
-
Future Concept (5 - 10 Years): Brand Identity Prism
Interior Design
Exterior Design
Communication
STORY
BOARD
Aesthetics:
Light, bohemian, nude tones, white, aged/distressed, juxtaposition of rough ambiance and supple clothes.
Personality:
Casual, attentive, natural, daring.


Culture:
French / American, sustainability
Customer Self-Image:
Relaxed, comfortable, confident.
Customer Reflected Image:
Understated, free, creative.
Relationship:
Understanding, sensitivity, common interests.
Core Changes:
Increased texture and color, introduction of varied shapes, contrast rather than complementing clothing.
Founded: 2005
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
Sight
Smell & Touch

- Woody smell (in line with its vintage style)

- Touch of wood; easy access to products
Sight

- 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)
Hearing
No Music, No audio sensory
Smell & Touch

- Quick fade of the aroma

- Various wood texture (smooth, semi-smooth, rough)

- Monotonous touch of vintage style
Website
Facebook
Pinterest
Instagram
Future communication
Ambiance

Sight
White, soft and bright LED lights
White wooden walls
Hearing
Light background music
Smell
Wood/natural/flower
Decoration
Wooden closet and floor
Path
Change the path from O style to I style( to be broader)
Easy enter and exit
Small and tidy counter

Product display
Well-organized
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)
Window Display
Institutional Display (display the concept but not the items)
Show Case Window
Environmental Setting
Exterior Signs
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
Window
Tree
Racks
Door
Door
Fitting
Rooms
Register
Hanging
Products
Hanging
Products
Hanging
Products
Hanging
Products
THANK
YOU

Store size: 92.66 m2

Stock area size: 13.68 m2:
Group 7
Dóra Jónsdóttir,Hala Radwan, Barbara Victorino,Ran Wei, Joe Yang, Jia Zhou
Full transcript