Mexican-born fashion chain Shasa has just launched its new brand and retail identity with the opening of two new stores in Houston and Austin, Texas. The new concept is designed by Dalziel and Pow, who are spreading their London approach across the USA and Mexico. The graphic identity builds on Shasa’s previous identity, creating a lower case logo, which is young, fresh and fashionable, in combinations of black, white, gold and magenta. Dalziel and Pow say the concept is bold and distinctive,
, in high contrast monochromes, with flashes of bright colour and soft gold metallics. The architecture is strong, using the full scope of the available height to create a dramatic void in the centre of each store.
The double-height space is lined with an illustration which reinforces the brand’s fashion attitude. Individual details and features of the concept include a heavy presence for promotional VM, an authoritative accessories offer and full-height merchandising walls that separate the space. The scale and confidence create a department store feel for the very young fast-fashion offer with an intriguing shop-in-shop approach to the space.
The store-fronts are distinctive, particularly in Memorial, Houston, where three unique triangular glazing towers dominate the mall. There is no comparible store in the centre, so it creates a powerful image for the brand.
These two stores are the first in a roll-out launch in Texas before expanding through the USA and Mexico. In addition to the store and the brand, all packaging and communications are being designed to carry the new identity.
While most US clothing retailers are suffering Shasa is thriving. The company started in Mexico and due to its success there, has expanded to the US.
Shasa offers glam-rock, boho chic and all the hottest trends straight from the fashion magazines, but without the runway price.
There are 70 Shasa stores in Mexico and by 2012 the company aims to open 100 US outlets.
Dalziel and Pow made their US debut with Topshop New York last year.
