The Background

Along with a fresh, innovative range of performance clothing and accessories, GORE®WEAR launched into 2018 with a complete re-brand. They united the GORE RUNNING WEAR® & GORE BIKE WEAR® brands under a new GORE®WEAR label.

To accompany this brand evolution, the GORE®WEAR division commissioned ISI Global to create a premium, modular retail shop in shop display to be rolled-out across Evans Cycles and Ultimate Outdoors stores.

We have a long standing relationship with Gore & Associates (UK) Ltd and have been working with their global marketing team for the past 10 years on a number of projects, recently including Accessories Displays and Soft Shop Gondola Units, with successful executions across UK, Europe and North America.

The Approach

The main challenge for ISI Global was to produce a completely modular retail toolkit that complements the new simplistic branding style but also creates standout in store. Thus a catalogue of parts was designed, providing the local teams with a picking list of elements to tailor wall bays in any store.

LED down lighting and illuminated header panels help attract and engage customers to a display that is predominately black and white. Categorisation is created through injections of colour and icons, guiding the customer to the right product for their needs. Using adjustable mannequins and removable graphic panels, the fixture is completely updatable and can be refreshed when required.

It is imperative for GORE®WEAR that the advanced technology in their products is expressed clearly in the retail fixtures, as this is a unique selling point for the brand. The SS18 range is currently flaunted across large integrated screens, providing a digital canvas upon which the educational material can be displayed effectively.

The Result

The design, development and implementation of these displays were very well received by both GORE®WEAR and the store managers. The GORE®WEAR Senior Key Account Manager, Jonathan Bell, has commented:

“After identifying the need to create a shop in shop system within 2 retailers in the UK to support the Gore® Wear brand identity in a congested retail environment. We engaged with the ISI team to work through a solution that would meet our brand identity and would also be a solution that was easy to install and flexible to meet the different store environments. The results have been first class and the feedback from the retailer during installation and seeing the finished product has been excellent, which helps massively with our overall customer relationship. The ISI team were always willing to engage directly with the retail partner and to share in advance the solution and to work through any changes needed seamlessly on hand when installation is in progress and are always willing to listen to feedback after install and look to learn and be creative for future opportunities.”