DDi - February/March 2013 - (Page 39)
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Photos: Mark A. Steele Photography Inc., Columbus, Ohio
or 60 years, Aaron Brothers has been a hub for artists, offering supplies, wall décor, framing solutions and ideas. A subsidiary of Irving, Texas-based craft retailer Michaels Stores
Inc., the Coppell, Texas-based chain operates some 140 locations
mainly in California, Texas and the western United States. Building on its heritage of cultivating creativity, the retailer recently introduced a new store design at two California locations in West
Hollywood and Woodland Hills. At these new prototype stores,
Aaron Brothers not only provides artists with the necessary tools,
but also aims to inspire, inviting customers into a loft-style space
designed to celebrate the creative process.
When Aaron Brothers decided to update its look, the retailer enlisted Columbus, Ohio-based Chute Gerdeman to enhance its retail
image. Challenged with the task of re-evaluating the brand in terms
of business, product offering and retail environment, the firm set
out to gain a better understanding of the retailer’s core customer. To
do so, the team distributed an online survey, gathering information
Above: Wooden beams
incorporate the store’s
wayfinding and help divide
the space into separate
merchandising zones.
Right: Customers can
experiment with different
frame arrangements using
Velcro-backed frames on
a carpet wall.
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Table of Contents for the Digital Edition of DDi - February/March 2013
DDi - February/March 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Editor’s Choice
Design Snapshot
Special Insert: The Carlson Group
Harley-Davidson
Retail’s Expansion Explosion
Aaron Brothers
dELiA*s
Shopper Insights
Value—Retail’s Dirty Word
POP Supplier Listing
POP Products
GlobalShop Show Preview
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank
DDi - February/March 2013
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