“If we’re going to do this, we’re going to do it properly. 100% commitment, no half measures.” Was the opening statement on our client briefing and scoping session for Bella Velo.
Our client’s goal was to create the first female specific high street cycle store.
Calm Creative were involved from the very first moment helping to define the market, brand values and mission statement.
From this, we created the Bella Velo brand, its core values and tone of voice. We then took time to allow this to distil, before introducing it to focus groups and the two supporting bike manufacturers; Specialized and Giant, whose brands would feature heavily in the store.
The net output was then crafted by the design team, a press campaign, website, awareness emails and brand guidelines.
Bella Velo was always going to be about the details. Understanding the difference between a cyclist and female cyclist, what ‘she’ wanted not what the industry ‘thinks’ she wants.
The end goal was always to translate the brand into a physical retail environment.
Here we addressed customer confusion of product type and usage and zoned product for easy navigation, but also easy demonstration by staff to customer, making the space work equally effective for the staff as well as the shopper.
Centre floor fixtures provide easy access to stock on display reducing the time from enquiry to fitting to maintain the purchase momentum.
The centre floor fixture also offers a vehicle for seasonal promotion of products most relevant to the shopper at any given time; lights in the autumn, gloves for the first cold snap, but also gives the store an easy and responsive retailing aspect to drive impulse purchase.
Layout of the store had to ease navigation for new riders exploring the sport for the first time, but be efficient for established riders to pop in for essential purchases.
We created alcoves and changing spaces about the environment to allow trying on of helmets and footwear, and of course a large luxury changing room with floor to ceiling mirrors for an added spot of luxury.
The Bella Velo opening night was launched in conjunction with Specialized UK and featured world and Olympic champion Lizzie Armitstead.
