Multibrand streeetwear, sportswear, and lifestyle store chain AW Lab is launching an array of new projects focused on a new store concept, implementation of multichanneling, and increased focus on targeting female consumers.
With the collaboration of London-based agency TRC, AW Lab rethought their layout to elevate their look&feel, creating a contemporary space that communicated a sense of comfort and an evolved shopping experience.
The new stores use modular structures by taking advantage of the height of the spaces and increasing the display capacity for apparel and sneakers. The new setting also allows for maximum versatility on product focus refresh, the ability to showcase new products, and an increased cross merchandising proposition.
Mian chracteristics of the refreshed stores is an essential and contemporary style, designed under the sign of inclusivity and to help creating an engaging shopping experience, through, for instance, the implementation of comfortable and functional relaxation areas and changing rooms.
In addition, inside each store, through digital monitors, consumers will be able to find new inspiration from new campaigns and upcoming trends.
The blue hue of AW Lab's institutional logo is highlighted both at the store entrance and at the checkout, while the gray of the infrastructure paints a neutral space, emphasizing the colors of the collections and communication campaigns.
"After Covid, especially in 2022, the sneaker market has suffered particularly due to low product availability. Despite this, AW Lab has achieved positive results, especially in the apparel category," Pujolar continued.
As explained by the manager, the year 2023 has started positively for the company thanks to and a strategy focused on stock control and innovation related to the concept store.
Among some of the brand’s future strategies, there is the focusing on omnichannel approach that proposes a complete integration between "brick and click."
The main focus of this strategy is customer satisfaction in order to offer an integrated experience across various channels that can be fast and flexible, while conveying a service experience that synchronises the experience between store and e-commerce, with an evolution of tactical CRM activities for a long-term customer relationship.
On the other hand, despite the 2022 difficulties related to the geopolitical situation and the supply chain that negatively affected product availability of some of the most important brands, the year ended with a result in line with 2021 for e-commerce, with the completion of the activation of the In Store Solution on 100% of the stores and the full sharing of stock between sales channels.
"AW Lab's portfolio includes global, top international brands. Among them, the top performers include, Nike, Jordan, Converse and Puma, the most popular among AW Lab customers. This year we are counting on an important restart of Adidas Originals, thanks to the synergy with the new CEO, Bjørn Gulden, whose actions will determine the brand's new success," Pujolar added.
AW Lab's main business has always been driven by sneakers, but there is also significant growth in apparel due to demand for lifestyle product. The new layout is expected to increase store display capacity by 25%, particularly for apparel.
"We want to highlight values like positivity, inclusivity, and women empowerment--which we call, 'lead by her’," explained Elena Ranzato, the company's new head of marketing.
"Almost 60% of AW Lab store consumers are women. For this reason the brand is increasingly focusing on this target and in the second part of the year we will launch new projects and initiatives dedicated to women's empowerment," Ranzato added.
