A U.K. lingerie brand puts fun and exploration at the center of its new store format.
By Anne DiNardo, Editor
26 AUGUST 2012 | vmsd.com
Ann Summers takes pleasure in being one of the U.K.’s leading retailers of lingerie and adult accessories. The brand operates stores throughout the region as well as invites customers to host house parties, whereby girlfriends gather to preview the latest bras, camis and sex toys. After going through a brand repositioning, which puts “fearlessly unleashing sexual confidence” at the heart of its mission, the brand reached out to Fitch’s London office for help in transforming its store environments into a “playground for the curious.” “It allows shoppers to make discoveries in a playful yet approachable environment,” says Michelle Hardy, Fitch design director, London. To promote exploration, products are presented in an
Table of Contents for the Digital Edition of VMSD - August 2012