SCG designs retail offer for top Russian football team

SCG London has designed a new retail offer for Russian football team Zenit FC, which will roll out across up to 15 stores in St Petersburg over the next three years.

Ross Haxton, SCG London group director, says the consultancy beat three other UK-based consultancies to the work in October 2009.

‘[The club wasn’t] really brand-conscious before,’ says Haxton, who is trying to appeal to local fans, travelling fans and tourists by presenting the club’s history in a retail environment. 

A 210m2 pilot store opening in St Petersburg today will present the club brand and products ‘to European club standard’, says Haxton.

Guidelines for using the club logo have been developed by the consultancy to include ‘a much bigger graphic pallet’, Haxton adds. ‘Strong graphic imagery and team photography’ will fill the store space, while typographic and visual messages suggesting ‘motivational statements’ feature on store windows and throughout the interior. 

‘Our focus was to harmonise the key elements of brand message, product display and sales process into a flexible retail format, which could be fine-tuned to various site locations,’ says Haxton.

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