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

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

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Top 10 Design Firms 1. Callison Architecture 2. Pavlic Design Team 3. Gensler 4. Design Forum 5. MCG Architecture 6. FAME 7. FRCH Design 8. MBH 9. RSP Architects 10. RPA

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

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Type of Window Structures Parallel-to-sidewalk windows Windowless store fronts Arcade fronts Open windows

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

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Windowless Store Fronts Large glass walls that separate interior from exterior Maximizes size of selling space Increases visibility of selling spaces

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved The Interior Space 90% of space allocated for selling 10% for:  Receiving  Storage  Merchandise alterations  Visual merchandising  Promotion  Buying  Merchandising  Store management

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

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

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

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Possible Department Differences Price points Consumer markets Fashion direction

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Traditional Department Segments Junior department Budget dresses Fashion accessories Evening wear

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

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Flooring Selection Considerations Durability Cost Cleanability Appearance Comfort

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Wall Material Choices Paint Wallpaper Fabric Wood/bamboo Mirror Foils/metallic Marble Plastic panels Leather

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Wall Material Importance Enhance total environment Enhance fixtures Provide uniqueness to environment

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Fixture Categories Hold the merchandise Illuminate the merchandise Display the items

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