商店销售空间设计.ppt

1、Introduction to Retail Design,Presentation to: Temasek Polytechnic, Singapore ZSTU, Hangzhou, China The London College of Fashion,The University of the Arts, London www.arts.ac.uk,largest university for art, design & fashion in Europe over 25,000 students students from more than 130 countries six sp

2、ecialist colleges focus on retail & fashion management Fashion Retail Academies centres for consulting and industry training extensive research”Size UK”Mass Customisation”,The University of the Arts, London,UAL Headquarters, London,Mme Hu Jintao with Sir Michael Bichard, Rector,Bill Webb,Scholar of

3、Cambridge University 30 years experience in fashion management, consulting and teaching Conference presentation and publications (The Fashion Handbook, Fashion Marketing Contemporary Issues) Recent visits to Shanghai, Hang Zhou, Beijing, Dalian & Hong Kong Chinese wife and home in Dalian,The Power o

4、f the Visual,“You only ever have one chance to make a first impression”,Why it matters,“The first bite is taken with the eye” (Larousse),Store design is a key element of fashion brand marketing,Why it matters.,shop design is the expression of your brand at the point of sale (Zara) shop design provid

5、es a three dimensional brand experience your shops are expensive assets!,New Look,Success Rating of Retail Design(UK retailers - % - source: Mintel),The Store Development Process,Step 1 define distribution strategy Step 2 select design agency/team Step 3 prepare design brief Step 4 - create design c

6、oncept (research?) Step 5 concept detailing & development Step 6 layout & space planning Step 7 prototyping & costing (QS) Step 8 - tendering appoint shop fitters Step 9 open pilot store & evaluate Step 10 - snagging Step 11 roll-out, with marketing support Step 12 on-going performance evaluation,Be

7、nefits of Retail Design,Differentiation,Levi Jeans,San Francisco,Benefits of Retail Design,Catalyst for Change,Benefits of Retail Design,Sales & Profit Improvement,Benefits of Retail Design,Operating Efficiency,Benefits of Retail Design,Staff Recruitment & Motivation,Benefits of Retail Design,Custom

8、er Loyalty,Benefits of Retail Design,Branch Network Expansion,Benefits of Retail Design Summary,differentiation catalyst for change sales & profit improvement operating efficiency staff recruitment & motivation customer loyalty branch network expansion,How to Design your Shop,in-house external agenc

9、y design agency architect equipment supplier shopfitter advertising agency joint project,The Design Brief,“Know who you want to be” Don Watt the “bible” for the project should be drawn up jointly by the project team should be signed off by the director or budget holder time and cost of preparing the

10、 brief must be allowed for,Contents of the Design Brief,creative brief operational brief financial brief programme contractual issues,The Creative Brief,background to the project “big Idea”, “vision”, “USP” key dimension of competitive advantage target customer + lifestyle, needs and usage geographi

11、cal market characteristics competitor analysis positioning merchandise categories & brands desired mood & ambiance brand personality & value Integration with other brand marketing,The Operational Brief,shop location & site shop size & variations, space use methods of operation stock holding, repleni

12、shment, circulation, etc product mix & characteristics display method & density requirements security strategy promotional & marketing requirements method of payment customer service offer staff and customer facilities legal issues,The Financial Brief,budget for the project, inc contingencies tradin

13、g potential for specific stores, including pilot store capital v. revenue costs evaluation measures (increased) profit return on investment sales and market share (increase) space & employee productivity footfall, visitor profile conversion ratio transaction value, multiple purchasing loyalty, visit

14、 frequency,Key Design Elements,store front & windows interior ambiance space use & layout merchandise presentation signs & graphics service(s) visual merchandising,Store Front and Windows,Interior Ambiance,Interior Ambiance,colour finishes (floors, walls, ceiling) textures lighting temperature sound

15、/music smell products & customers!,Space Use and Layout,Space Use & Layout,principles footfall horizontal circulation vertical circulation space allocation adjacencies use of the cube densities flexibility,Space Use and Layout,boutique,freeflow,rose,loop or “racetrack”,grid,Space Use & Layout,Mercha

16、ndise Presentation,hanging lateral frontal stacking dumping pegging mixed,Merchandise Presentation,sight lines vistas focal points category coordination fixtures,Signs & Graphics,information education promotion atmosphere,Levels of Design Application,cosmetic : graphics, paint etc facelift + seconda

17、ry fixtures, lighting, uniforms, flooring refit + fixtures, layouts, equipment remodel + exteriors, circulation, services, total concept. rebuild : start again!,Spend depends on.,return on investment local customers local competitors shop unit state of the art knowledge,Visual Merchandising,“The Fir

18、st Bite is always taken with the Eye”,Origins of Visual Merchandising,Fashion - creative display Consumer Goods - merchandising disciplines,Visual Merchandising,Visual Merchandising,Douglas,Crate & Barrel,Visual Merchandising Objectives,Strategic - supporting your brand enhance customer experience i

19、mprove store intelligibility suggest customer problem solutions improve your R.O.I.,Visual Merchandising Objectives,Operational - improving trading results increasing sales increasing profit margins increasing stock turn increasing space productivity,Visual Merchandising Objectives,Tactical - optimi

20、sing daily opportunities supporting new products supporting supplier promotions supporting your own advertising and PR supporting seasonal promotions supporting “Sales”,Tools of Visual Merchandising,graphics colour lighting texture display props electronic screens the merchandise itself !,Tools of V

21、isual Merchandising,Which Brand is this?,Tools of Visual Merchandising,Measuring Visual Merchandising,footfall dwell time conversion rates transaction values multiple purchases sell down rates promotion take-up rates brand awareness & reputation,Fashion Brand Identity,Stylistic Identity product desi

22、gn handwriting Image Identity - marketing communications Retail Identity selling environment Saviola & Testa (2000),Burberry,International Flagships,Burberry, New York,Comme des Garcons, New York,Louis Vuitton, New York,The International Brand Building,“Flagship stores are those stores regarded as the pinnacle in the retail chain. They are usually large and located in high footfall, prestigious locations. They offer a full range of merchandise, with an emphasis on the mo