Harman Pro Group Sound System Provides Sophisticated Atmospherics, Aesthethics At Emerging Fashion Chain, G-Star Raw

Dressing for success at G-Star Raw does not exclusively apply to the customers that visit the exciting and thriving European fashion chain, but it also pertains to the way in which each store is meticulously designed and finished. Located in the high-end fashion districts of several U.S. cities, G-Star Raw has successfully combined unique urban-industrial design with a powerful dose of audio atmospherics to attract their target youth demographic. This includes standardizing on an audio system from the Harman Pro Group that delivers optimal sound performance but is hidden away not to detract from the store appearance.

According to Tom Taylor, a principal in Swimming Horses, the company that owns G-Star stores in Newport Beach, Calif.; Dallas; Los Angeles; and San Francisco; the design of the visual space and the audio system are critical elements of G-Star''s branding.

“G-Star makes a great denim product, has a cool image and the marketing is very sophisticated,” Taylor explains. “They bring a new sense of style to the denim market, which reflects the values of our company and is reflected in how stores are designed. The music and messaging is especially engineered to reflect the brand position and create a feeling that stays with consumers even after they have left the store.”

Beyond the branding application of in-store music, Taylor sought a sound system that could accommodate DJs'' performances at openings and promotions. As a result, each store features a system powered by Crown XL amplifiers, dbx Zone Pro641 zone controllers, and JBL Control Contractor ceiling speakers, and subwoofers from the Harman Pro Group, in addition to a DMX Music playback system. Employees can adjust basic volume levels without affecting gain control or being able to overdrive the system.

Commenting on the application, Michael MacDonald, executive vice president of marketing & communications for Harman Pro Group, says, “As G-Star''s target demographic is continually connected to cutting-edge entertainment media, it is critical to the branding process that the stores reflect the same cutting-edge persona—and this starts with the music and the visual atmospherics. If this content is non-intelligible or sounds poor, much of that branding investment is wasted. The Harman Pro Group''s retail technologies enable retailers like G-Star to cost-efficiently and reliably capitalize on music and popular culture for in-store marketing.”

For more information, visit www.harmanpro.com.