Adler Fashion Stores

Tailored to the 55+ age group

As a leading textile retailer in Germany, Austria, and Luxembourg, with over 60 years of tradition and strong customer loyalty, Adler considers itself the market leader in the value-price segment for customers aged 45 and older in Germany. The company operates through a wide network of 166 stores across these countries, in addition to an online store.

Adler embarked on a program of new store openings, introducing a new format in Limburg that, while successful, required time and capital to implement. Faced with the challenge of revamping its brand without significant costs, Adler's management sought a cost-neutral design solution to refresh its existing stores and improve brand communication quickly and efficiently.

The company’s primary goal was to "fight the grey" by updating the in-store experience and enhancing its communication with customers.

After winning a competitive pitch to redesign the in-store shopping experience, we developed a new graphic communication hierarchy to refresh the brand image. We reviewed all aspects of the store environment, including sub-brands, visual merchandising, fixtures, lighting, and customer navigation.

We were also tasked with evolving the brand’s strapline from "I Like This" to something more aligned with its audience. Our recommendation, "Your Fashion Market," resonated better with customers, and the in-store communication reinforced Adler’s commitment to product quality and customer service through targeted graphic messaging.