Especially in fashion retailing, brands tend to grow old together with their customers. Starting out as a branded chain for the young, the dynamic over the years transforms it into a chain for old people.

VIC, a leading Norwegian fashion retailer, recognized this dilemma in good time and with its new VIC concept is striking a balance between attracting new customers while retaining its existing customers.

We took VIC on a journey from the old and outdated to a modern fashion expression. The new concept features a clear store layout and is easy for the customers to navigate and find inspiration along the way.