NIKE RUNNING BUCKTOWN SUMMER 2017 STORE FLIP

AS SUMMER APPROACHED, NIKE RUNNING BUCKTOWN RECREATED ITS STORE LAYOUT IN ORDER TO PROVIDE CONSUMERS WITH AN ATMOSPHERE THAT EVOKES INTEREST AND INSPIRATION WHILE ALSO FULFILLING THEIR PRODUCT NEEDS.

OUR MISSION IS TO ELEVATE THE GLOBAL VISUAL PRESENTATION DIRECTIVE BY UTILIZING KEY STORIES THROUGH THE LENS OF PREMIUM EXECUTION.

AS THE VISUAL PRESENTATION FUNCTION, WE CONTINUE TO DRIVE THE GLOBAL DIRECTIVE BY FOCUSING ON THE FOLLOWING THEMES:

DISRUPTION: re-thinking how we fixture block, how we utilize mannequins and how we redefine the standard with Visual Presentation

STORYTELLING: allowing the product to navigate the journey of the consumer through key stories and impact moments

MANNEQUIN STYLING: continuing to create authentic, inspired looks that speak to the consumer in an evolved way

SP17 FLOW 1

PRE-FLIP

- Since its opening in 2013, Bucktown displayed men's product on the right side of the store, and women's product on the left side of the store

- Initiative Zone housed in center of store

- Two primary stories in front of IZ, pushed off to the side

SP17 FLOW 2

POST -FLIP

- Men's product moved to the left side of the store, women's product moved to the right side of the store

- Focused on large statement moments as opposed to smaller, individual stories with strategic fixture blocking

Why flip?

- Due to the small neighborhood it's located in, the majority of Bucktown's consumer base are local consumers that frequent the location

- SU17 store flip surprised those consumers and gave them a new opportunity to explore the store as if it were their first time in the space

- Bucktown is part of a test where the number of sku's in each category have decreased. Their challenge was showcasing less product in a way that makes the store still look full.

MANNEQUIN STATEMENTS

- Larger mannequin statements like this R/T/L moment showcase how different products and categories can be worn together

POST FLIP - INITIATIVE ZONE

- The Initiative Zone was pushed forward to the front of the store to ensure maximum impact on consumer's entering the space

- A small boutique story was created behind the initiative zone where product will be rotated every couple of weeks to highlight a different story being told in the store

- Enhanced focus on styling mannequins to create stylish, realistic looks for consumers to shop

WOMEN'S RUNNING/TRAINING BEFORE

WOMEN'S RUNNING/TRAINING AFTER

MONTH AFTER FLIP - WOMEN'S RUNNING

  • -6% TO LY APPAREL
  • +1% RUNNING CATEGORY

- As the weather gets nicer and the traffic increases in the neighborhood, Bucktown will drive sales in this category by frequently updating mannequin styling, refreshing walls/table, and by mixing categories to show outfitting options

MONTH AFTER FLIP - WOMEN'S TRAINING

  • -23% TO LY APPAREL
  • -16% TO LY W TRAIN CATEGORY

- To ensure a win with SU17 flow 2, the training wall/platforms will be reworked to showcase different colors and wearable outfits.

WOMEN'S NSW BEFORE

WOMEN'S NSW AFTER

MONTH AFTER FLIP - WOMEN'S NSW

  • +31% TO LY APPAREL

- The women's NSW category consists of approximately 14 sku's. Much of the women's training category was worked into the NSW wall to remain looking full while also maintaining consumer interest.

MENS RUNNING/training before

MENS RUNNING/training afteR

MONTH AFTER FLIP - MEN'S RUNNING

  • +3% TO LY APPAREL

- Male consumer's have found the Bucktown's version of the "tops finder" to be simple and easy to shop. A majority of last month's top-sellers were located on the wall.

MONTH AFTER FLIP - MEN'S TRAINING

  • +4% TO LY APPAREL
  • +188% TO LY M TRAINING CATEGORY

MEN'S NSW BEFORE

MEN'S NSW AFTER

MONTH AFTER FLIP - MEN'S NSW

  • -5% TO LY APPAREL

- To get the win with men's NSW in Flow 2, pops of color from running/training will be utilized to draw attention to tech fleece, which is a consistent top seller.

What'S THE WoRD?

- The majority of Bucktown's consumers frequent the store. Almost every other consumer that walks in the door remarks on the flip. Mostly the comments made are neutral, but some consumers who have been shopping in the store since its opening inquire as to why we did it and what the process was like.

- One consumer remarked how the flip was just like, "Changing around the furniture in your bedroom."

- Athletes who work at the store have found consumer's comments to be helpful in the engagement process. It is a great conversation starter.

- The large mannequins statements have drawn consumer's in from the sidewalk outside and many consumers have asked for specific product on mannequin's in store.

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