Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Chapter 8: Designing

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Chapter 8:Designing and

Fixturing the Retail Environment


Planning the Concept

Retailers must develop an environment that reflects the objectives, image, and location

The budget must be developed Areas of concern:

Store image Target market Merchandise mix Services Location


Top 10 Design Firms

1. Callison Architecture2. Pavlic Design Team3. Gensler4. Design Forum5. MCG Architecture6. FAME7. FRCH Design8. MBH9. RSP Architects10. RPA


The Importance of Exterior Design Gives passersby a quick impression of the

store and type of merchandise sold Allows window displays to attract shopper

attention Identifies the store is part of a national chain

and offers the chain’s merchandise


Type of Window Structures

Parallel-to-sidewalk windows Windowless store fronts Arcade fronts Open windows


Parallel-to-Sidewalk Windows Ideal arrangement for greatest impact Traditional to large department stores in

downtown areas Requires large frontage Stage setting concept Very expensive


Windowless Store Fronts

Large glass walls that separate interior from exterior

Maximizes size of selling space Increases visibility of selling spaces


The Interior Space

90% of space allocated for selling 10% for:

Receiving Storage Merchandise alterations Visual merchandising Promotion Buying Merchandising Store management


Locating the Selling Department in a Single Level Store

With narrow merchandise classification: Newest items placed at store entrance Older items moved back as they sell and are replaced with new

items

With wide merchandise classification: Distinct departments Recent merchandise holds center stage Low volume departments are at the back of the store Most expensive items farthest from the entrance


Locating the Selling Department in Multi-Level Stores Main floor is for high impulse, high margin

items Most profitable departments are given top

priority Sought-out goods located in less-traveled

areas of store Compatible departments located next to each

other Fashion departments take preference


Locating Nonselling Departments In general: rear of store or on upper floors Stockroom: within the selling department Receiving and Stockrooms: out of the way

areas not conducive to selling Administrative offices: highest floors or

adjacent to the store


Possible Department Differences Price points Consumer markets Fashion direction


Traditional Department Segments Junior department Budget dresses Fashion accessories Evening wear


Contemporary Department Design Use of different approaches Creation of exciting and distinctive names Increasingly diverse merchandise mix In-store boutiques for design or marquee

labels


Flooring Selection Considerations Durability Cost Cleanability Appearance Comfort


Wall Material Choices

Paint Wallpaper Fabric Wood/bamboo Mirror Foils/metallic Marble Plastic panels Leather


Wall Material Importance

Enhance total environment Enhance fixtures Provide uniqueness to environment


Fixture Categories

Hold the merchandise Illuminate the merchandise Display the items


Trends in Design and Fixturing More illumination and less expense Changes in window structure Minimalist interior design Split departments In-store designer salons Unique department nomenclature Environmental surfing Versatile fixturing

Documents

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved Chapter 8: Designing