TERRAIN ANALYSIS
Nearby points of interest include primarily restaurants, office buildings, as well as several clothing and jewelry stores. The target audience here is young people who come to the fashionable district for activities, and an older generation who stop by during breaks after work. The district is not premium-class, but local shoppers are likely receptive to spontaneous purchases since the brands here are neither mass-market nor inexpensive.
BRAND AND ITS ANALYSIS
Carhartt, Inc.—an American clothing manufacturer (workwear) founded in 1889.Core values:— Worker safety
— «Fair Deal.» Historically, this manifested through support for trade unions and the «Union Made» label.
— Authenticity and lineage. Carhartt has remained a family-owned company since 1889, underscoring the brand’s DNA commitment.
— Durability, functionality, comfort
Colors:
— Carhartt Yellow — Carhartt Brown. Ocher, historically associated with work canvas. — Neutral palette. Dark blue (worker blue), khaki, gray—colors that do not distract from the work.
Materials (Interior):
— Wood — Concrete — Metal — Neon (signage)
Why does this space align with the brand?
Target Audience Carhartt:
Construction workers, electricians, carpenters, farmers, mechanics. Selection criteria: functionality, durability, honest price.
Urban creatives, skateboarders, hip-hop culture enthusiasts, streetwear aficionados. Criteria: workwear aesthetics, authenticity.
Those nostalgic for past fashion trends, current office workers. Criteria: aesthetics and comfort.
Based on the target audience of the location and the brand’s target audience—the shop is primarily dedicated to classic WIP collections.
CATALOG
The assortment is divided into a core line and a WIP (classic) line. The price range may differ depending on which line is selected—while the core line averages up to 15,000, the WIP line goes up to 40,000.The brand strives to be accessible to people of diverse body types. The main line offers sizing not just from S to 4XL, but also three options tailored for different heights, meaning this clothing is designed for the working class. The WIP collection’s fashion pieces can be rigid versus rinsed—meaning they soften with wear or are initially soft.The merchandising is built around seasonality. Stores typically maintain an atmosphere reminiscent of a workspace.
VISUALS
Shops / CARHARTT Zones
RAMIDUS x Carhartt WIP
mood board
Final references for interior design
FUNCTIONAL ZONING
zones:— seasonal display
— custom zone
— staff zone
— changing rooms
— lounge