The latest IDSA Urban Outbreak was hosted by The Carlson Group in Lombard, with presentations given by Jon Nedland, AIA and Tom Chisari, IDSA. The topic of the night was Building Brand Equity and Increasing Share through Partnership.
Jon got things started with an overview of a recent presentation given at the In-Store Marketing Summit outlining the story of TaylorMade adidas Golf. The discussion focused on the recent in-store success of the brand, detailing how TCG and TMaG brought an unprecedented level of brand equity to a market segment dominated by a very traditional aesthetic. He further explained how, through a strategic partnership, The Carlson Group has been instrumental in the brand quickly becoming the fastest-growing name in the golf apparel and footwear market, by co-developing a scaled approach to in-store fixtures and environments that has allowed TMaG to penetrate new retail channels, further extending the reach of the brand at retail. The message: Great design with a focused market strategy results in success that translates into sales lift and brand awareness in a cluttered retail environment.
This was followed by Tom speaking to how the design department at The Carlson Group was created, transitioning from a network of freelance designers to a more stable in-house team with a streamlined system of freelance support. He also showed examples of recent work with Reef, The North Face, and TOMS shoes.
After the presentations, discussion focused on how projects are managed, the materials and process typically involved in P-O-P and store fixture design as well as the future of our industry as product design firms, advertising agencies, and others begin to recognize the value of in-store marketing. We hope everyone who attended the event found it interesting and informative. Thanks to everyone who helped make it a success!
- article by Brad Kurz
Industrial Designer, The Carlson Group
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