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kangra cashmere

case study

Kangra instructed Clou's creative team, coordinated by architect Eleonora Pozzi, to evaluate the new Concept store. Theobjective was to give a new image to their stores, which are located in the historic centers of important cities.

"Before grabbing the pencil" we asked the 5 fundamental questions, to ensure the right visibility to the high quality garments of Kangra.

Defining brand positioning to establish the reference market segment: luxury, medium-high, medium, medium low. From an analysis of the value of the average receipt, the positioning turned out to be medium low.

Defining the typical buyer persona is a fundamental step, defined on the basis of gender, age, lifestyle, purchasing habits and purchasing ability.

For Kangra, the target is identified in the age group between 30 and 60, men and women with a medium/high spending capacity, looking for a lasting quality product, who love being outdoors and have a propensity to choose natural products, making conscious choices, little interested in the social confirmation that famous brands induce.

The brand product is the most important part, as it influences the type of furnishings the environment, the choice of materials and colors, it can be: pret-à-porter, tailoring, sportsware, casualwear. 

For Kangra the product has a sartorial cut, produced exclusively in Italy, using natural and precious fibers, paying great attention to the manufacturing aspect and to details.

The image of the sale points must represent a coherent continuation of the online/offline communication that the brand narrates, a common thread which, starting from the company's website, to the product catalogues, to the advertising campaigns, consistently finding its counterpart in the physical space.

Kangra uses a communication that underlines the quality of its clothes, and the naturalness of the yarns used, with a minimal style that leaves no room for useless frills.

Hence the choice to design a concept store, with simple lines, preferring the use of natural materials. The display structures are in raw steel, treated with transparent water-based paints. For the wooden furnishing parts we used natural oak, while the walls and boiserie are of a light dove gray color.

It all leads back to characteristics of the Kangra product, the only true protagonist of the space.

How to expose the garments is a very important topic,
to define equipment capable of responding to the commercial needs of the space.

For Kangra we have designed an exhibition of great impact that welcomes both hanging and folded garments, where the customer is encouraged to touch the ancient and precious cashmere with his own hands.

Through these preliminary analyses we have designed and realized the new Kangra stores. The positive feedback obtained from customers of the brand confirmed the importance to ask the 5 fundamental questions, not limiting the choices only on the basis of personal taste, which, however respectable, can mislead the true objective of a commercial space, to respond to and meet the needs and taste of your customers.

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