The third section of my recent presentation at POPAI

1. Store zones and
communication styles

2. Fitting room zone
Observation Problem
•Customers spent a •Fitting rooms were dull and
comparatively long time in uninspiring
Bravissimo fitting rooms •They felt clinical which did
•They can feel anxious or shy nothing for anxiety
•They are left for periods of •There was a missed
time with nothing to do opportunity to communicate
with a captive audience

3. Fitting room zone
Action
•Spend more time and money on the design,
introduce more brand elements
•Put important info or things that require a lot of
text in this zone
•Careful lighting
•Use illustrations rather than model shots

4. Model Shots
• might NOT be the right
thing in some zones (i.e.
places where you are
standing in your pants!)
•but perfect in others
•like shop floor zones
where messages need
to be conveyed quickly
with little text

5. Communication Example
The following slide shows an example of one of the communication pieces
introduced to Bravissimo's fitting rooms.
In every fitting room one whole wall is a graphic styled like a washing line.
Pegged to the washing line are various magnetic communication items and
illustrations of bras and knickers.
The magnetic sheet on the wall allows Bravissimo to update existing pieces or
add new one easily as well as change the positioning to bring different pieces
to the focus positions i.e. swimwear in summer.
The topic of this signage is “finding the perfect fit” and is one that requires quite
a lot of text so it is well placed in the fitting rooms where customers have time
to read it. It is also wholly relevant to why they are in the fitting room.
Here you can see the use of illustrations in place of photography.

6. Fitting room zone

7. Transition Zone
Observation Problem
•Customers can feel very •Very clinical and sterile like the
anxious stairs to a doctors waiting room
•Wondering about the what the •Also looked like fire exit
fitting experience will be •No information
•Wondering about their fitter •No brand
•Not a lot of time •Nothing to overcome anxiety

8. Transition Zone
Action
•Introduce some brand elements so that it feels like an
integral part of the shop i.e. wall paper, brand colours
•Draw people’s eye up the stairs
•Try to take away some of the unknown
•Kept text short and use lots of images to communicate
quickly
•Think about elevators!

9. Communication Example
The following slides shows an example of one of the communication pieces in
our transition zone.
It shows photos of some of the fitters working at that store – customers can see
at a glance the range of ages and body shapes and in post redesign research
many commented that they noted the staff were ‘just like them’.
As an extra, for anyone who does stop to read, there is a little bit about each
fitter like their bra size and favourite movie. This helps the customer feel like the
fitter is a real person.
As time is short this is the only piece with text, the rest of the images are
lifestyle shots.

10. Transition zone

11. Shop floor zone
Observation Problem
•Partners and friends may be •No brand feeling or business
left to loiter info – from staff only
•First time customers DO •Nothing to tackle size
browse first perception
•Shop on autopilot and don’t •Nothing to convert first time
stop to read browsers to customers
•May be thinking the aren’t
Bravissimo size

12. Shop floor zone
Action
•Introduce brand elements
•Lifestyle imagery
•Customer recruitment info
•Demonstrate community feel
•Reinforce positivity gained from fitters

13. Communications Example
The following slide shows an example of some comms on the shopfloor
It is designed mostly for new customers or friends who might be in the store
and think they couldn't be a customer.
It aims to show people that a D cup is not actually as big as they think – they
could be a Bravissimo girl too!
It shows three photos of three Bravissimo staff and asks the viewer to guess
their size. They then open the door to see a photo of the same girl in her Bra
with her correct size.
It is a very visual piece and keeps text to an absolute minimum to make the
most of the way people shop in this zone.
Most of the other communication pieces are lifestyle photo's to capture the
majority of people who won't stop to read things.

14. Shop floor Zone

15. Summary
•Think in detail – what type of imagery is right for
this zone? Photo’s? Illustration?
•How much text is needed?
•How relevant is this signage to the behaviour or
mind set in this zone?
•Think about other visual cues like lighting, carpet
and wallpaper
•Cover ALL customer facing areas