The Just Group Design & Branding JAY JAYS FLAGSHIP STORE by Saatchi & Saatchi New Zealand

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Industry Retail, Distribution & Rental companies, Apparel & Accessories Stores
Media Design & Branding
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Creative Director Blake Enting
Designer Kane Mcpherson, Georgina Kivell
Released May 2009

Credits & Description

Category: Environmental Design: Permanent
Advertiser: THE JUST GROUP
Product/Service: CLOTHING STORE
Date of First Appearance: May 1 2009 12:00AM
Worldwide Director Of Design: Derek Lockwood (Saatchi Design Worldwide)
Creative Director: Blake Enting (Saatchi Design Worldwide)
Designer: Kane Mcpherson (Saatchi Design Worldwide)
Designer: Georgina Kivell (Saatchi Design Worldwide)
Project Manager: Jessica Taylor (Saatchi Design Worldwide)
Managing Director: Mike Ensor (Three Sixty (Manufacturer))
Media placement: Retail Space - Robina Jay Jays Store, Queensland - 01 May 2009

Describe the challenges and key objectives
THE CHALLENGES & KEY OBJECTIVES Creative challenges 1. develop a core idea that united the brand’s customers. 2. develop a concept for all fixtures and structures in store, one that also provided an ongoing avenue for promotional themes and store dressing. The key objective: to create a space that inspired the customer to freely experiment with fashion, without bias or judgement. We identified that many youth buy their first clothes with their own money, using Jay Jays low entry price point, as a means for experimentation and self-expression. The brand idea was born - “Freedom of self-expression”.

Describe the brief from the client
THE BRIEF Jay Jays is a low-price clothing retailer based in Australasia. The unpretentious brand targets 16 to 23 year olds, and has broad appeal from all types of young people and fashion genres. The brief called for a central brand idea that inspired a flagship store design and rollout.

Describe how you arrived at the final design
THE RETAIL SOLUTION “The Street” is our metaphor for freedom of self-expression. For youth, freedom of self-expression comes when they are “out” away from the controls of parents/ authority. The brand is not a street clothing brand, but it draws upon the street as the place where youth can freely experiment with their style. The Jay Jays store is a parody of street environments; road markings, signage, themed changing rooms, container cashier counter, loading bay, street lighting – creating a space which allows customers to discover, encouraging their right to experiment. Video cameras provide customers an interactive option to check their style on screen.

Give some indication of how successful the outcome was in the market

THE OUTCOME This first store opened in Australia in May 2009. Since it’s opening it has consistently sold product 30% above projections. The concept is now rolling out across the 258 strong network. Stores will be regionalised using local signs, familiar images and community references. The design concept has modular flexibility to be easily adapted on a store-by-store basis.