WE Fashion Flagshipstore

Goal: Create an exciting, dynamic and convenient retail experience that offers shoppers a state of the art shopping experience while also conveying the history and brand authenticity of WE Fashion.

WE Fashion wanted their new flagship store, located in The Kalverstraat, Amsterdam, to stand out from other fashion retailers. A brand with an impressive legacy, WE Fashion wanted to demonstrate their expertise and dedication to providing quality fashion and the best customer service. The flagship store needed to be an aspirational retail space, offering customers an experience that was distinct from, yet complementary to the WE Fashion online offering. 

Challenge: Creating a flexible solution that positions the store to effectively serve the needs of customers now and in the future while at the same time highlighting the prestigious history of WE Fashion.

The focus of WE Fashion was to provide a unique customer experience using the brand’s rich history to inform its contemporary offering. It was essential that the digital solution demonstrated the contemporary outlook of the brand and WE Fashion’s ability to provide state of the art and convenient customer experience.                                                               

Tied in with this need to demonstrate a forward-looking approach to fashion and customer service, WE Fashion wanted a solution that meant that the look and feel of displays could be changed as necessary with minimum resource wastage. The core attributes of the brand’s ‘WE Care’ sustainability program also had to be demonstrated through the displays and the content that was displayed across them. 

The solution needed to be installed into a busy retail space without disrupting store opening hours, operations, customer service or sales. 

Solution: WE Fashion worked with Scala and partner DDJ Media to define the required look and feel of the flagship store and the desired experience that they wanted for their customers. Once the desired outcomes were determined, Scala and DDJ Media created custom digital solutions to create a captivating and convenient customer experience. 

Working collaboratively, WE Fashion, DDJ Media, a full service supplier specialized in creative audio visual media solutions for superior customer experience, and Scala developed a plan of action to create and install the new store interior. Keeping in mind the strict timelines and business needs of WE Fashion, DDJ Media and Scala worked flexibly to install the digital hardware and train the staff responsible for content creation and upload. 

Result: The Flagship WE Fashion store opened in Amsterdam featuring attention-grabbing adaptable and scalable solutions. The creative solution, utilizing a variety of screen shapes and sizes can be adapted to be implemented across all 180 WE Fashion stores. 

WE Fashion wanted to provide a shopping experience that shoppers could not find anywhere else and worked with DDJ Media and Scala to design and implement customer-conscious touches such as a centrally-located fitting room area with each cubicle featuring a staff call button and a phone holder so that those customers who want to, can more easily share pictures and video of the outfits that they are trying. 

Many of the traditional cash registers were also removed in favor of several customer service points positioned across the store where customers can pay as well as request assistance. Using Scala technology these service points eliminate the need for customers to queue to purchase items. 

Scala digital signs were installed at 40 different locations across the store. Varying in size, these screens share new collections and promotional information with customers as well as displaying the WE Fashion Instagram feed and other influencer feeds in real time. Some screens also operated as touchscreens giving customers the opportunity to browse and purchase accessories via the WE Fashion e-commerce site. Interactive opportunities were also provided via QR codes displayed as part of the digital screen content. By using these codes, store visitors could access the WE Fashion website as well as learn more on specific activities of the brand such as the WE Care sustainability program.  

Satisfying the need to display the legacy of the WE Fashion brand, a timeline of the WE Fashion brand showing the evolution of WE Fashion was designed and installed. Displaying the brand’s successful history, contemporary highlights and future plans. In the store windows, larger scale digital displays can be configured to show off the brand’s credentials as well as highlight products. Those passing by the storefront are not only captivated by the strong brand visuals on display, but but also by street-facing window speakers that play music into the store and onto the street to attract attention and entice customers. 

Scala was chosen as the technology partner to provide the diverse solutions required for the space and ensure that each digital aspect within the store ran in a reliable fashion with marketing messages easy to upload, schedule and display. 

As a dynamic scalable solution, elements of the flagship store will be utilized across all of WE Fashion’s 180 branches with DDJ Media and Scala engaged to deliver this rollout.