Park Avenue was launched 25 years ago as the smart-casual sub-brand of fashion brand Raymond. Over recent years, the smart-casual category has experienced rapid growth, due to international entrants and new domestic competition.
An extensive audit of competitor retail brands revealed that Park Avenue could up the ante at their particular price point. Rather than being a retailer, FITCH identified that Park Avenue should look and act like an outfitter, with a differentiated point of view about fashion, brought to life throughout the store.
The solution injects a new lease of life into the brand. Our design scheme adds international appeal and elevates the brand in the mind of the consumer throughout the customer journey.
The Park Avenue brand now speaks with one voice, incorporating lifestyle cues. The environment communicates a ‘wow’ factor that was previously lacking; this clearly differentiates Park Avenue from its domestic competition. Improved merchandising and product grouping makes the store easier to shop.