Client: Rezet Sneaker Store Year: 2010–2020 Project: Founding and building the brand
Building a business from zero – this is some of the elements we worked intensively with for more than 10 years.
Brand identity Consumer understanding Buying & Assortment planning E-commerce platform Retail design Social media strategy Influencer marketing Campaign and content direction
To found a company requires a lot of discovery and learning by doing. We didn’t build nor create every aspect of the brand before launching back in 2011, but developed and evolved the brand continuously between 2010–2020. With a clear vision of where to go, and how to get there, we started building the brand. A complex combination of a clean and strong brand identity, a strong community within the sneaker culture, a very carefully curated selection of products, a strong focus on the local areas where the stores are located, has helped make Rezet Sneaker Store the preferred choice when it comes to shopping and exploring sneakers.
Instead of presenting the entire process of building Rezet, we’ll highlight the most important elements that define the overall brand strategy by 2020.
Founding a niche brand — creating and evolving the overall strategy.
The interest and market for sneakers has progressed massively over the past +10 years. The sneaker business has gone from being a very small business - almost restricted zone - for sneaker aficionados and suppliers only to a limitless and unreserved business with items for everyone. Founding Rezet we took part in this journey for a decade, since the first store opened in Copenhagen in 2011. Today, Rezet is a favorite sneaker destination for the Danes, and the preferred go-to shop for modern sneakers and the latest trends.
Right from the beginning the vision was clear. Rezet should undisputedly be Denmark’s best sneaker store – both when it comes to size, service and assortment. The mantra has always been that everyone is welcome at Rezet. Whether or not you are a so-called sneakerhead, a collector since before you could walk, a first-time sneaker buyer, or just looking for a present for your grandchild - Rezet should always welcome you, share their expertise, and guide you through their selection to fit your specific need.
Much of the great success was derived from the very passionate team internally at Rezet, who all still share a huge affection for sneakers. Rezet was built on a solid foundation of love for the old running silhouettes now known as sneakers. Everyone at "Team Rezet" has their own special affiliation with sneakers. Whether it is a nostalgic passion for old long-distance runners from Asics, a unique interest for original technologies such as the adidas Originals' stability system Torsion, or just a deep interest in the latest innovations from Nike - we all share that same passion for sneakers.
We quickly learned that how we saw the Rezet brand from the inside should always reflect the way the customers experienced the brand from the outside. In order to emphasize that reflection we created the following tagline — functioning both internally as well as externally:
Because we love sneakers
The mix of passion for sneakers and sportswear plus a great entrepreneurial appetite formed the base for what quickly grew into the "go-to" shopping destination for the modern sneaker consumer in Denmark.
Cultivating a unique image in the consumers' minds.
The identity of Rezet is (of course) strongly associated with the products they sell in their stores. Rezet has always relied on the work of the world’s market leading brands across sneakers and lifestyle. To build a unique brand around those heavy weighters, required a dedicated vision to distinguish the brand from its competitors. Our vision was to unite the portfolio of those brands, and to create a narrative that all Rezet's content and communication revolves around each and every time they talk to their consumer base.
A narrative that's all about taking ownership of the stories from major brands such as Nike, Adidas, New Balance, Asics, etc., and putting their own clear and distinctive imprint on the whole story around the sneakers from those brands.
Through this narrative Rezet is able to show their love and great knowledge of sneakers by sharing the stories behind the biggest brands, their innovations, the greatest technologies, their latest releases and what is generally going on within the culture around the sneaker scene. Rezet aims towards creating an emotional connection to their target audience. All stories must focus on the benefits of the products and not too much on the specific properties of the shoe itself.
With compelling stories, Rezet helps their customers become the person they want to be and contribute to this lifestyle. Rezet is not just a store with a certain product range — it’s a community that brings together people with a true passion for the sneaker culture and it’s open for everyone who wants to join.
Creating the physical strategy – the thoughts behind the retail experience.
All of Rezet’s stores designs are based on a set of Nordic design aesthetics matched with a respect for the practicalities that are required for managing a store on a daily basis. The Nordic style is present throughout, and the subtle and simple look enables the products to really stand out. The colour scheme and the choice of materials have been toned down to give space to the enormous explosions of colours and materials, which their assortment consists of. There is room for contemplation and the ambience is warm and welcoming. With a neat foundation, we ensured an elegant and aesthetic execution with sensuous materials like oak, plywood, linoleum, concrete and steel.
The sneaker market is characterized by a growing amount of product innovation, and limited edition releases, which had to be taken in to account when designing the new retail-spaces. Therefore, each store has a number of dedicated brand-spaces for the most important sneaker brands to tell their most important stories.
“People don’t buy products — they buy better versions of themself. Today it’s not about being just another customer, but about the feeling of being a part of a community.”