In this Lesson task – understanding Ideals we were to – Visit a popular store, like an Apple reseller, Nike, Levi’s, H&M or Ikea. The brand should be well-known and you must visit a shop where their products are being displayed or distributed. In smaller towns you may not have access to these stores, in this case you will need to find a section showcasing these items and view how they are displayed or laid out. Before going to the shop, determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or how they do not. How is the brand identity enhanced (or perhaps, not expressed) at the point of customer interaction? Hand in a write-up with photos of the following:
- What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
Lindex’s logo is a Wordmark logo using their company name. It is a pretty simple logo, but they have the «E» in the logo as a mirrored «3». The red color is a softer red, so it makes it easier to look at with the white background. I don’t know if the meaning behind the mirrored «3» and the «X» following to look like a heart, like this: < 3, but if it is, it suits their brand ideal and the red color for love.
- What do you think their brand ideal is?
I think their brand ideal is to make good quality clothes for women. I know that Lindex is all about women and women’s wear. Their underwear is what differs Lindex from other women’s clothing stores. There is extra focus on women and good fit for everyone. They don’t have a department for men in their stores, but they have one for the kids. I also think they are all about selling everything that they make themselves, like make-up, they make their own make-up instead of selling other brands int their store.
- How do they remain true to their brand ideal within their shops?
The first thing i noticed is that they didn’t have so much on sale as maybe other similar women’s clothing stores have. So, they stay true to their brand with good quality, instead of a lot of clothes that are on sale.
They also had some posters and signs about their denim jeans that were sustainable and environmentally friendly. That shows they are displaying the interest they have to make good quality clothes.
You can also really notice the interest they have in women’s clothing and how to empower women. Their posters in the store showing women in all different shapes and sizes. And their kids department, that women that are moms can find clothes to their kids.
They also had their own room in the store that is just underwear and their own make-up line called «Hello beauty».
- Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)
As I walked around I really got a sense of their brand ideal. You feel like you are in focus as a woman and that no matter how you look in any shape or form, they got something that will suit you. The store is clean and easy to walk around in, it was not messy and the clothes and department was neatly placed.
- Evaluate the visual display of the products according to the brand ideal. (For example, if the brand ideal is “value”, is this expressed in the way they display the products?)
You see in their store that they want to empower women and you feel included with the posters they have in their store. They also show their clothes neatly and you get the feeling their clothes have quality. They are displaying the newest trends when you first walk in to the store, but with the clothes and how they are displaying them, you get the feeling they are more about clothes for every women instead of the newest trends.
cathrinenilsen.com 