Reimagining the Eddie Bauer store experience for Active Enthusiasts
Eddie Bauer Retail
Eddie Bauer, a renowned brand in the outdoor apparel and lifestyle space, sought to revitalize its retail presence to better resonate with its core Active Enthusiast customer segment. This study delves into the challenges and opportunities identified in Eddie Bauer's existing store environment and explores design recommendations to enhance the brand image and drive product purchase interest.
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Strategy
Creative direction & visual design
Let’s start with some background info
In 2014, Eddie Bauer introduced a new consumer segmentation strategy, placing a strong emphasis on the Active Enthusiast (AE) segment. Extensive research revealed that while the brand was well-perceived online and through catalogs, its physical stores lagged in effectively showcasing its products and brand identity to AEs.
Here’s some information on the Active Enthusiast segment which informed many of our creative strategies and solutions:
Research findings
Product underperformance:
The store's interior design did not adequately highlight the brand's performance-oriented products, leading to a disconnect between the products and the brand's outdoor-focused image.
Uninviting exterior:
The store exterior was criticized for its dated appearance, failing to project the brand's refreshed image and exciting new product offerings.
Lack of brand reimagination:
The existing store environment did not effectively communicate the brand's evolution, leaving AEs with the impression of a familiar, yet outdated, casual brand.
Design challenges and opportunities
Updating the brand image:
How to convey the brand's renewed focus on performance and outdoor activities while maintaining its heritage.
Enhancing product visibility:
How to create a retail environment that effectively showcases the brand's diverse product range and highlights its technical features.
Creating an inviting atmosphere:
How to design a store exterior and interior that appeals to Active Enthusiasts and encourages them to explore the brand's offerings.
Design recommendations
Exterior revitalization
Update the store exterior to create a more inviting and contemporary look
Incorporate large visuals showcasing active outdoor activities and lifestyles
Utilize window displays and exterior signage to highlight the brand’s performance-focused products, particularly the First Ascent line
Interior enhancements
De-emphasize overtly lodge-like elements