Los Angeles (May 16, 2007)–Located in the high-end fashion districts of several U.S. cities, G-Star Raw is a chain of European fashion stores that sport an urban-industrial design and lots of trendy music to broaden the appeal to young customers; bringing that beat to the kids is a Harman Pro Group audio system in each store.
G-Star Raw stores in Newport Beach, Dallas, Los Angeles, and San Francisco all sport Harman Pro Group audio systems.According to Tom Taylor, a principal in Swimming Horses, the company that owns G-Star stores in Newport Beach, 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 explained. “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 and also a DMX Music playback system. Employees can adjust basic volume levels without affecting gain control or being able to overdrive the system.
Harman Pro Group