ABOF.COMFASHION & LIFESTYLE
Abof.com, from the Aditya Birla Group, is an online pure-play fashion e-commerce one-stop fashion portal for apparel, footwear and accessories for men and women. A vision to become India’s most admired online fashion brand has made the brand invest in the deployment of cutting edge technologies to offer the trendiest looks of the season from around the world through its curated collection of fashion products and accessories. Built forward from m-commerce, it is enabled to work seamlessly across a wide range of devices including tablets and desktops. Equipped with India’s first-of-its-kind 3D virtual trial room, and a unique style quiz to understand customers’ preferences to present only relevant personalised content, the store delivers a superior personalized online shopping experience.
4D was commissioned to design of its first pop-up store and also manage the realization of the design at the busy Mantri Mall in Bangalore.
The key objective was to create a pop-up store that could offer a true representation of brand abof.com in a compact space of about 100-150 sft. The brand experience objective was to integrate the abof.com UX at that offline touchpoint and drive brand awareness through compulsive customer engagement and create ca recognizable signature personality.
The pop-up store was conceptualized keeping in mind 3 Key brand values of abof.com – High Fashionability, High Visibility and High Accessibility.
The first, High Fashionability, was delivered on a highlighted runway like platform with the fashion offerings presented on stylized mannequins and boutique like hang-rails. Adjustable barn door spots lights provide the touch of a fashion runway. Brand marcom graphics and imagery added the fashion quotient to the whole presentation and also brought consistency in brand speak across its offline and online channels.
The second, High Visibility, was achieved by designing a 5-sided store visibility from its four sides and the roof top in the busy mall.
Lastly, High Accessibility, was achieved by creating a ‘walless’ store meant to be completely transparent and accessible from all sides to allow meaningful interaction from every side. The centrepiece of the display was the abof.com virtual trial room and fashion display on rails to provide the touch-and-feel of the brand’s garments. Touch screens and digital screens help connect and integrate with the brand’s online channel in-terms of content of its offerings, services and brand communication.