Addition Elle gets “sensual” with new store design

Store layout and product line both get an update Additional Elle is unveiling a new in-store design concept in more than a dozen of its locations. The plus-size fashion retailer has added more modern touches that, according to a release, were “inspired by the sensuality of a woman’s feminine curves.” The additions include large pivot […]

Store layout and product line both get an update

Additional Elle is unveiling a new in-store design concept in more than a dozen of its locations.

The plus-size fashion retailer has added more modern touches that, according to a release, were “inspired by the sensuality of a woman’s feminine curves.” The additions include large pivot screens to divide the different departments, glass chandelier light fixtures and a curtain of metal beads that curves its way through sections of the store.

For the in-store redesign, Addition Elle worked with New York-based design firm Callison, which counts Nordstrom, Louis Vuitton and Burberry among its clients.

“We wanted to create a shopping environment that epitomized the new modern direction that our apparel was taking,” said Roslyn Griner, vice-president marketing and visual display for Addition Elle, in a release.

“We identified that there is a huge void in the Canadian marketplace for fashionable, on-trend clothing for the plus size consumer… to give access to the same fashion and shopping experience that other consumers take for granted,” she said.

The new store format was introduced to one of the retailer’s Montreal locations. Addition Elle will revamp another 15 stores by the end of the year.

The changes to the in-store experience come as the retailer is expanding its product lineup to keep up with younger, hip consumers. It now offers premium denim brands such as DKNY and Buffalo and is launching a social media campaign from Sid Lee to support it.

The campaign, titled #JeansDuJour, features five Canadian bloggers showcasing their passion for fashion through a series of videos that will be posted at JeansDuJour.ca. And every Friday in September and October, a video “look book” will be added to the site with each blogger explaining how viewers can put together similar outfits.

Addition Elle is supporting the campaign with television commercials in Montreal, Toronto, Calgary and Edmonton in addition to QR codes that will run on windows, shopping bags and print ads to drive consumers online.

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