Oltre thinks of women and their personalities, creating a place that can welcome them and make them feel special.
Casa Oltre is a new project from the womenswear brand, owned by Miroglio Fashion.
The store restyling is an integral part of a brand repositioning strategy that involves all aspects of its identity.
Feminine and elegant collections created for an authentic, dynamic woman (core target age 35-45), a new communication campaign set to be launched in the second half of 2017 and an updated visual identity culminating in store redesign.
This vision makes a clean break from mass market trends, to create a welcoming environment where customers feel comfortable and are looked after and offered advice by skilled staff.
The shops in Parma, Piacenza and Sassari were the first in the chain of 210 stores to be refurbished. They will be followed by many other sales outlets for a total of 70 restyling operations by the end of 2017.
“We wanted our customer to feel like she was at a friend’s house. And so we took inspiration from the home in the design, settings, materials and finishes that mark the new format”, said Brand Director Furio Visentin.
The interiors are in fact inviting and sophisticated, featuring the elegance of oak for the furnishing accessories, woven cotton thread lamps and light colours to illuminate the spaces.
A distinctive feature of the visual identity is the floral pattern, used as a print on the store wallpaper, and characterising the brand materials, to create a consistent, unusual and integrated message.
The new Oltre shops were conceived to offer a contemporary and engaging shopping experience, as Visentin himself adds: “We want to invite the Oltre woman to our home and let her browse freely through the wardrobes, open drawers and discover the garment that has been specially designed for her.”
Gruppo Miroglio has announced a major refurbishment plan for 300 shops nationwide over 300 days in 2017. The project, which with restyling and new openings involves the sales outlets of eight brands belonging to the Piedmont-based textile and fashion group – from Motivi and Oltre to Elena Mirò, Fiorella Rubino, Caractère, Diana Gallesi, Luisa Viola and Per Te by Krizia – envisages an investment of 15 million euros.
“This special investment plan to improve our network of stores is part of Miroglio Fashion’s broader re-launch strategy,” commented Hans Hoegstedt, the new CEO of Miroglio Fashion. “In a very dynamic market, such as fashion, which is tending more and more towards standardisation, it is essential to be able to tap into our customers’ desires, both online and offline, to offer them an increasingly distinctive and personalised shopping experience, unique for each brand. We think this is the winning formula for a longstanding Italian fashion company like Miroglio, in order to continue to operate successfully on the Italian and international market”.