Whether it’s the social aspect of catching up on the week’s events, or because no one tells it to you straight quite like your sister might, shopping as a pair or in a group is exponentially more fun than going it alone. So when Christopher & Banks recently opened a new Chute Gerdeman Retail-designed prototype store at the Shoppes at Montage in Moosic, PA, they wanted to make the shopping experience as engaging as possible by delivering a combined Christopher & Banks and C.J. Banks store that encourages women of any size to shop together.
The Christopher & Banks and C.J. Banks brands are known for consistently delivering a trustworthy and welcoming in-store experience that demonstrates an understanding of their customers’ desire for casual, comfortable apparel at attainable prices.
The goal of the project was to increase customer satisfaction and brand perception with a multi-dimensional, more feminine, 360-degree store experience that provides customers with a special place to discover unique apparel and accessories each time she shops.
Christopher & Banks listened intently to customer feedback when designing the new store. Focus groups uncovered that mothers, daughters, sisters and friends all wanted to shop together regardless of their individual size. The result: a new store and new tagline, “Celebrating women of all sizes.” President and CEO Lorna Nagler stated, “We are focused on the total customer experience, on ensuring that each customer does not lose the feel of ’her’ store. Missy, petite and plus customers will each have their own department and associates that understand their individual size needs and treat each customer as a friend.”
Because the two brands share the same brand sensibility and serve a similar customer base, the new design features the two stores under one roof with each having unique touch points. The stores offer a community environment and spirit in terms of what matters most to the customers—friends, family, social and charitable causes, products and values.
The new 5,000-sq. ft. store design provides an environment that mirrors the Christopher & Banks and CJ Banks customers’ strong hometown values and provides feminine details to inspire and delight shoppers. Warm wood finishes, furniture-inspired displays, feminine fabrics and artful merchandising displays create a sense of escape without leaving the real world behind. Because for her and her friends, it’s the details that matter.
While some retailers are still in a wait-and-see mode, others are clearly refusing to sit still when it comes to maintaining a branded store experience. The proof? The fact that flagships are enjoying a much-welcomed revival. [More]
When Swiss Farms sought to transform its brand from a drive-through dairy to America’s Fresh Express Lane, the Lebanon, PA-based retailer turned to Chute Gerdeman Retail. [More]
In celebration of Chute Gerdeman’s 20th anniversary, we’ve introduced a new Gist feature—20/20 Vision. Twenty years at the forefront of retail strategy and design has given us a unique perspective on our ever-changing industry, and our trendwatchers are bringing you their insights—everything from consumer trends and hot new concepts to cutting-edge materials and great do-it-yourself visual techniques. [More]
Barbie Shanghai, the world’s first store dedicated to the iconic doll, has won a “Good Design is Good Business” Award of Excellence and, additionally, an award for Best International Retail Interior. Chute Gerdeman designed two activity-driven experiences at the store. [More]
Several Chuties will be attending major upcoming industry events. Check out our calendar below and let us know if you’ll be attending and want to meet up. [More]
Several Chute Gerdeman concepts and insights have recently been featured in the news. Read more about Barbie Shanghai, Flippers, Christopher and Banks, and Swiss Farms. [More]
The Gist sat down with Jay Highland, Director, Brand Communications, in its continued quest to get inside the creative minds at Chute Gerdeman Retail. [More]
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