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

OPSEU campaign warns of drunk grocery shoppers

Public awareness campaign stems from concern around social safeguards

Pinterest moves into ecommerce with Buyable Pins

Shopping from the social service comes from partnership with Shopify

Mondelez introduces a skinnier, more ‘sophisticated’ Oreo

New cookies weren't designed to be twisted open or dunked, says company

Toronto waterfront neighbourhood gets a creative rebrand

Raw Design invites young creative Torontonians to herald City of Arts

Hershey spreads Reese brand into new market

Consumer demand pushes new product into competition with Nutella

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Douglas Coupland to create 3D artwork for Simons

National tour of retail locations will culminate in 2019 unveiling

Walmart.ca to offer online grocery pickup orders

Service launching in Ottawa at 11 locations

WestJet’s expert social media response to bomb hoaxes

The airline's transparent approach has helped calm nerves