Fitch dresses chain for children’s range

Safeway has introduced a line of children’s clothing with concept and design work by Fitch, marking the consultancy’s first job for the supermarket chain.

The launch of KidsOwn is part of Safeway’s drive to enhance the chain as a family destination, says a Safeway spokeswoman.

The new range has a separate identity with branding, signage, packaging and interior layout by Fitch. The challenge “was to get away from the ‘death valley’ syndrome – to create an aisle concept that draws customers into the KidsOwn area every time they visit the store”, says consultancy director John Harrison.

Fitch won a four-way paid creative pitch against unnamed rivals.

Features for the concept, initially launched at 38 UK sites, include video totems and a special coloured floor. More roll-outs are planned over the next few months.

See News analysis, page 9.

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