Focused displays

Here’s how top brands manage to turn their ideal customers’ heads.

When Pepkor’s Refinery brand custodians made the decision to include kids clothing in their offering, they didn’t simply add it to their adult apparel store.

Even though they realised that their adult apparel’s ideal customer profile is also a good fit for the kids clothing range,

they decided to set up a related (but separate) brand with its own display specification, while still obviously connected to the familiar Refinery brand that people have come to know & love. Achieving just enough difference so that buying behaviours can be adjusted to suit their kids apparel.

After the Refinery team worked hard on their ideal adult apparel displays, that effort was carried over to the jnr brand, and they made sure that the kids’ displays fit in perfectly with their mannequin display family. Refinery’s clever attention to detail helps their ideal customers see the link and also understand the speciality in the new offer.

Mission accomplished!