Objectives

At the end of 2019, The Streets, a premier seller of streetwear and basketball fashion in Czechia and Slovakia, moved its flagship store to a more attractive location in the centre of Prague. The quality and location of the store are crucial for driving sales and strengthening the brand's position within the category. Another key success factor is a product assortment with many desirable limited edition collections. Key suppliers such as Nike, however, are very selective when deciding where to sell-through their limited edition shoes and clothing.

The client's objective was two-fold:
1 / Increase sales and strengthen The Streets leadership position within the category by becoming a more attractive partner for suppliers and securing more limited-edition collections.
2 / Strengthen The Streets position within the local community by offering customers exclusive products in a one-of-a-kind space, activating WOM, and providing influencers with a space for creating engaging content.

The client entrusted us with full realization of the project from strategy and design to the final installation, which we accomplished in only 6 short months.
 

How were the objectives met?

We conceived the store as a sales channel, community gathering place, and experience zone with design elements and modern technologies that make it possible to monitor and measure customer interaction with the goods. The “Air & Street” concept has elevated the store to an authentic space for street fashion enthusiasts, helping to create a strong visual and emotional image of the brand.

The results have been overwhelmingly positive, with The Streets generating 28% higher sales YOY (22.5% above market growth) in a retail space 250% smaller than the original flagship location.
In December 2019, The Streets hosted a product release event attended by 1,240 visitors, of which 87% made an in-store purchase. In that same month, digital sensors recorded 3,890 product interactions, and 237 customers requested on-site product personalization.

Thanks to these strong results, The Streets secured rights to purchase the Nike Air Jordan limited edition collections and increased the number of limited edition merchandise from other brands by 30%..The Streets moved from a tier 1 to a tier 2 category store, helping it reach a leadership position in the market.

The exclusive product assortment and in-store events have attracted the attention of influencers and strengthened their marketing sway. Through WOM, brand awareness continues to grow, with the number of Instagram followers nearly doubling to 9,500 from 5,000 in only the first month after opening.

Location: Praha 9, -, Czech Republic

Submitter: WELLEN RETAIL EXPERIENCE

Yes