Store Visit Report - Kitschen

About Kitschen

•The founder and managing director, Amy Hiew of NFC Clothier Sdn Bhd, first launched Nichii Fashion City in 2003.

•The Begining of KITSCHEN Kitschen was launched in the late 2008, and it is under a company named NFC Clothier Sdn Bhd. The first Kitschen outlet is at The Mines. There are now 14 Kitschen stores all around shopping malls in Malaysia.

•They have also launched two outlets in Singapore. The Kitschen Facebook page has close to 38,000 fans. According to an article about Amy Hiew in 2010, the Facebook competition that they did with the Lucidideas won a gold at the 2010 Malaysian Effie Awards. Key of success

•The overall concept of the brand is targeted at youngsters who are trying to find their own styles and fashion. Kitschen provide the opportunity for them to mix and match.

•Then, Nichii was rebranded as a boutique and their first outlet was in The Curve The Beginning of Kitschen Then, they came up with the idea, concept and the brand name. They worked with an interior design team and created a special ‘kitchen’ inspired store.

     kitschen, a brand that carries an assortment of styles to cater even for the pickiest youths. It is a fashion playground that encourages youths to experiment with what they’re wearing and have fun doing it. At Kitschen they will be mixing different styles, like mixing different ingredients, to create their own original fashion concoction.

      When it comes to fashion, youths have a smorgasbord to choose from. They pair different brands of different styles to achieve a look that satiates their fashion taste. However, more and more fashion brands are beginning to serve the same, safe, flavor. And few offer a variety of style ingredients to cater to a youth’s broad palette.

Brand Logo

When it comes to fashion, youths have a smorgasbord to choose from. They pair different brands of different styles to achieve a look that satiates their fashion taste. However, more and more fashion brands are beginning to serve the same, safe, flavor. And few offer a variety of style ingredients to cater to a youth’s broad palette.

Store Front

 Kitchen  store entrance is open air so it can let customers to see through the whole store. It has security sensor and a window display at the right corner.

 The lighting and colourful display catches the customer attention to walk in and shop.

Signboard

Kitschen Store signboard typography is Bauhaus 93 and its in blue neon lighting. Its  placed at the center of the store.

Store Layout

 The type store layout of Kitschen in Mid Valley is divided section  in which fixtures and merchandise are grouped and displayed accordingly on the sales floor. Besides that,  the huge space layout  works well to allow customers to browse through all the merchandise.

 This store displays menswear, womenswear, sunglasses at the cashier , bags, shoes and undergarment separately at different section. For menswear and womenswear,

    Table Display & Store Fixtures

Cashier

Fitting Rooms

There are using different color door to decorate the fitting room

Storage

Store Interior & decoration 

They using iron net and lighting wall to decorate one of the side wall, and most of the wall is paint by modern grey.

Lightings

Spotlight is used with normal lights to let the product look more fashion and modern

Merchandise Display

 Kitschen Is using normal mannequin to display the product

 Window Display

They window display is only in one-side.

Each mannequin have different style, but what make their match with each other is black colour and jeans.

But for the male mannequins its different with the others. He wears brown jacket and t-shirt inside, and he wears kind of camouflage shorts.

And behind the mannequin they put a bird wallpaper as their background and last they hang 2 blue circle shape and triangle

Store Sign

The store sign is right on the cashier’s wall. It’s a neon blue lights just like their signboard in the entrance

Types of Hanger

They use a normal type of hanger for clothes and pants/skirts in black colour. Some place they hang it only for clothes/pants and some place they put it together so costumer can easily know hot to match their outfit.

Conclusion

The way kitchen decorate their place by playing with bright colour is give a young fun vibes.  Everything inside the store are well organized. But compare to other store that I already visit for visual merchandising class,   I don’t think kitschen put more effort on their decoration and interior.

Regardless people still willing to go there because of  their stylish and fashionable clothes with affordable price suit for teenage and young adults Malaysian.