Concept Designs

CHALLENGE

Sugoi Performance Apparel is one of the most respected providers of high quality, high performance cycling and running apparel. They sought to expand their retail reach and enhance their market presence by developing a new, comprehensive point of purchase display system.

Sugoi's goals for the program included:

• To provide a family of strongly branded, cohesive display elements that could serve individually or as a group.
• To establish a strong presence in the crowded retail environments in which their products are sold.
• To help carve out a Sugoi-centric area on a store's slat wall or grid wall.

MARKET RESULTS

The strongly branded display family provides a highly flexible approach to displaying Sugoi's apparel. Bike and running shops are notoriously crowded and their management very independent. By supplying a flexible family of elements, this system gives the retailer a wide variety of ways to merchandise Sugoi product. The unique suspension mechanism sets the displays apart and conveys an image of movement, strength and lasting quality. The strong graphic approach in which the Sugoi name and color scheme are repeated on the floor and wall provide powerful branding impressions.

This display family has strengthened Sugoi's existing retail base and helped open many new doors. The conservative first production run was quickly depleted and led to a larger re-order within less than six months.