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.

Brands Articles

Whole Foods exec: No tattoo shops planned for new chain yet

Company says partner vendors in small format chain will be diverse

Leon’s reinvents itself for generation Instagram

The retailer is re-upholstering its brand for millennial shoppers

Ads You Must See: Visions of the future

Two very different ideas of a future shaped by today's youth

Canada Beef brand refresh links farmers to good ethics

Refreshed logo, a new tagline and a video aim to connect with consumers

On The Move: Changes at Loopmedia, 6S, Climax Media

A weekly update of who's headed where in Canadian marketing and communications

Facebook Canada opens new HQ’s doors to non-profits

Heart & Stroke and others share how they're using social in marketing

It’s hard to say ‘Goodbye’ in new Fallsview campaign

First of four commercials planned for 2016 features a humorous twist on a familiar trope

Taco Bell hunts for a Snapchat host

The QSR is building its Snapchat presence with weekly fan-created stories

Frank & Oak takes its storytelling to new heights

Menswear retailer partners with Toronto photographer on its latest campaign