For this project, we were tasked with creating a physical retail presence based on a philosophical approach that goes beyond creating a product for sale and strives to make a positive impact on the planet and its people through shared or circular practices.
Project Type: Academic
Project Duration: Fifteen weeks
Instructor: Rebekah L. Matheny
Teammates: Cali Chiu and Makenna O'Hara
We decided to go with the brand ModCloth because of their retro and unique clothes that features natural bodies and women. After deciding on the brand, we began our process with brand research and analyzing their core brand values. Modcloth is a brand as unique as its customers. With their values being centered around being yourself and being a good person, it can be easy to look past what theyre missing. Transparency into their sustainability efforts.
Our concept will expand what the Modcloth brand is already doing for building a community by focusing in on their values and finding new solutions that tie into the retail experience to the newer generations.
Our retail experience will have multiple touchpoints:
Retaining Mod-cloth's Authenticity
A Makers Space
A Thrifting Space
A Place to Gather
A Place of Opportunity
New Brand Objective Statement :
Revitalizing our brand to evolve along side our customers, becoming more conscious of the planet while encouraging creative fashion as unique as you are.
After finalizing on our new brand statement and the spirit we wanted to encapsulate. We then created four different personas that we want to work towards.
After the different personas, we began to map out the layout of the new physical store and details like color scheme, logos and sketches
Following the floor plan, color palettes and storyboards of our vision of the physical space, I was able to sketch out the main feature that highlights the brand best.