It's viva Riva for one of Kuwait's newest boutiques
First Impressions
First of all I must admit that I did not know the brand before I visited the site, I was positively surprised to see that it was treated and prepared to be exported just like any other franchise that one may find anywhere in the world.
Discovery
Going into the shop you could clearly feel something. I don't know exactly what yet but you can certainly feel the presence of a brand that is not quite mature, but is certainly getting there. Riva welcomes you with consistent colour combinations, well-distributed styles across that shop's area and a well-trained team of salesmen and women ready to pounce at any given moment providing the customer with the support he or she needs to find the desired style and size.
Entrance
The sign is elegantly placed at the top of the entrance, its vibrant fuchsia colour announcing its presence calmly and at the same time highlighting a nice feminine side to the brand. There is a feeling of clarity once you step into the shop in the way the white dominates the overall atmosphere as well as in the way the clothing lines are displayed according to their colours and styles.
When you see the patterns that decorate the shop as well as the brand you start getting the feel of it: it's a versatile brand that can change at any time according to the season or the trend. It is a brand made for the Gulf because of the not-so-revealing designs of the dresses as well as the choice of colours.
Accessories
The accessories are in line with the overall brand idea, consistency in designs and themes matching the clothing.
The overall layout of the accessories was well thought out you'll find what you're looking for right next to the dress that you may have already chosen.
Lighting & decor
There is a nice ambient light that welcomes you when you step in providing excellent visibility while preserving the shop's mood. The shop was actually full of serious shoppers and not passers-by. A big plasma screen and a fuchsia couch (matching the logo colour) are clearly visible from the entrance right next to the fitting rooms. This area is actually reserved for the people accompanying the shoppers, so that they can easily take a glance at the dresses tried out by their friends or relatives to take their opinion without having to expose themselves to the entire store.
Facing the fitting rooms are small plasma screens playing the brand's demo DVD; a nice touch added to the brand especially when you know that this DVD was entirely shot in the French Riviera, thus portraying the brand as a real fashion icon in the industry. The flowery theme of the brand breaks down nicely on all of the shop's elements including bags and tags.
Point of Sale
It is important to highlight that the people behind Riva did their homework; the brand expresses itself consistently throughout the store and wherever your eyes go you can be sure that you will see the reflection of the brand somewhere. The big posters that are in the store are also 'Made in France' and are smartly hung next to the dress that is featured in the picture... I somehow liked that; it makes everything look more genuine and accessible, it's like telling people to come in and take a piece of the French Riviera home with them.
Staff
The staff is almost 50-50 men and women. Arab-speaking salesmen and English-speaking Filipina saleswomen; the person I spoke told me that this was intentional because women in the Gulf are used to being assisted by Filipino Nationals at home and so they find it easier to approach them for help. The men, however, are there mostly to assist in the translation or maybe the packaging and fetching garments that are out of reach. All in all they entire team worked well together and also treated visitors with a special Gulf-like etiquette that seems to work like a charm.
Conclusion
A very nice way to create a store and well executed branding exercise across-the-board.
Look out competition, a new brand is born.
Houssam Afyouni is MD, TBWA/ Raad/Afyouni, Kuwait
© Gulf Marketing Review 2007
