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Situation
Carhartt, a 115-year-old maker of authentic work wear, sought a retail fixture system to properly present its new line of women's clothing in select retail outlets across the U.S. and Canada.  It was imperative that the fixtures were unique to the new women's line of clothing, carried the full line up of women's SKU's but still delivered on the brand personality of Carhartt.

Solution
The EWI Worldwide Interior Works team created a set of fixtures to properly present the women's line of clothing to prospects in a variety of retail environments.  The design incorporated softer curves, warmer colors, the new Carhartt Women's logo, and unique graphic placards that would maintain well-established dimensional standards and allow for seasonal graphic changes.  The engineering and fabrication details also allowed for seasonal product line adjustment by the retailers and fixture capacity was matched to Carhartt's planagram to ensure proper presentation.  To ensure maximum protection during the shipping phase as well as easy and intuitive assembly, each fixture piece was meticulously separated, wrapped and placed in various shipping packages.

Design, engineering and prototyping was completed in Livonia, Michigan. EWI Worldwide's global fabrication and production capabilities in China were tapped to produce the units.  With each retail location responsible for assembling the fixtures, we produced, and tested with Carhartt employees, step-by-step instructions.

Results
Our design captured the essence of the brand, but also clearly announced the arrival of something new and different.  Carhartt and their retailers were very satisfied with the design, fabrication, quality and assembly process (instructions and overall ease).  The fixtures are being used in hundreds of retail stores across North America.