Visit a well-known retail outlet, like an Apple, Nike, Levi, H&M or Ikea store. (The brand must be well-known and you must visit a shop where their products are being displayed or distributed). Before going to the shop, determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or not. How is the brand identity enhanced (or, perhaps, not expressed) at the point of customer interaction? Hand in a write-up with photos of the following:
- What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
- What do you think their brand ideal is?
- How do they remain true to their brand ideal within their shops?
- Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)
- Evaluate the visual display of the products according to the brand ideal. (For example, if the brand ideal is “value”, is this expressed in the way they display the products?)
The logo of H&M is a word mark type. Two first letters of the name – Hennes & Mauritz.
The brand is known for its fast-fashion clothing for men, women, teenagers and kids. Fast-fashion clothing collections are based on the newest trends which appeared on catwalk. It means, that company wants to make a cheap version of clothes which look familiar to one’s presented by the world famous designers.
Sometimes, H&M offers exclusive collections by famous fashion designers like Karl Lagerfeld, Viktor & Rolf, Matthew Williamson or Jimmy Choo.
While walking around in one of the H&M outlets, I got the felling, that their designers do a good job with fast-fasion. Man can look very trendy after shopping, it means that H&M remains true to their brand identity,
As to display, I got the same feeling. It shows a client that if they want fast-fashion clothes – they should definitely enter this shop.