Detskiy Mir Group New Retail Concept by Fitch

Detskiy Mir Group of Companies, the largest children's retail chain in Russia, and the branding consultancy Fitch announced the first stage of a new, large-scale retail concept rollout.

Four Detskiy Mir stores in Moscow have been re-designed according to the new retail concept, all located in new shopping malls developments.

Fitch's retail concept includes a brand communications system for the retail space, in-store navigation and zoning principles.

The developed concept is flexible and can be applied to many different store formats.

Fitch was appointed by Detskiy Mir in March 2007 to create a brand that would become a category leader in children's retail, and a store environment that would appeal equally to children and adults.

Fitch undertook the full scope of works, including; current retail concept audit, trends analysis of the international children's retail sector, and development of a new visual language and new retail concept for the chain.

The design language and colour scheme are based on the well known corporate identity of Detskiy Mir, i.e. four colorful cubes turned at a 25 degree angle towards each other.

To achieve the required balance between toy and clothing sales, the customer journey was designed to satisfy both rational and emotional customer requirements.