Fashion Merchandising and Trading, and assignment will need excel sheets.
Anoushka10
Week4WC15thOctoberLectureandSeminar-20190120.zipCommercial_Space_Design_P1.pdf
Commercial Space Design Jonathan Baker
Commercial Space Design
• This Session…….
• Commercial Space design, strategy, retailer types, floor layouts (with focal points and sightlines), layouts within selling areas
Commercial Space Design
Commercial Space Design
• What creates a store environment that invites you to enter and encourages you to stay and look around?
Commercial Space Design
•Visual Merchandising Strategy • The Five senses
Commercial Space Design
• Basic visual merchandising design concepts used throughout a space create a strong foundation for a successful business.
• The atmosphere, the environment and layout strategies should appeal to all of the senses
• Each design element should be ‘layered’ into the basic shell of the space in order to build the brand image
Commercial Space Design
• If you have ever shopped in a Victoria's secrets store you will know something about atmosphere. When you enter the store you see colour and texture everywhere – from silk fabrics of intimate apparel to lavishly printed wallpapers to painted mouldings and elegantly carved furniture.
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• The soft lighting is easy on the eyes and you will probably notice a subtle fragrance in the air and hear classical music. How long does it take before you begin to touch the fabric of the merchandise? Was it on the first table as you entered the store? Victoria’s secret do an excellent job of appealing to all of the senses. It could also appeal to our sense of taste by developing and sampling a line of small indulgences such as sweets and chocolates.
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• Doing so would create a complete sensory experience for shoppers and also expand the retailers private label and its value to customers.
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•Design Elements and Principles
Commercial Space Design
• In visual merchandising design we arrange products, signage, props….and so on to create a shopping environment which is pleasing
• We work with various elements such as colour, for example to bring a sense of unity to a space.
Commercial Space Design
• Unity is one of the principles of design. • Other principles are • Harmony • Repetition • Balance • Rhythm (movement) • Contrast • Emphasis
Commercial Space Design
• Using a design element such as an oversized prop alters the apparent size of a product and make it seem small in comparison. The change in the proportions of the items establishes the presentations’ emphasis. A good example of this is at Moschino who frequently use over sized props.
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• Key Principles Design Elements • Unity Colour • Harmony Texture • Repetition Proportion • Balance Direction • Rhythm Size • Contrast Shape • Emphasis Line • Surprise Sequence
Tension
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•Types of Retailers
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• There are several traditional categories describing the way stores may be designed, organised, or operated
•What are the categories?
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• Department stores • Consist of many departments, each devoted to a specific category. Department
stores also use a wide variety of speciality and custom fixtures to showcase each category
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• Luxury Stores • The luxury brand store contains limited supply of selected product geared
towards a niche market featuring specialised merchandise of higher quality. Brands such as Louis Vuitton never have a sale of their goods, it is simply destroyed if it doesn’t sell.
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• Speciality Stores • Speciality stores have a limited number of departments or merchandise categories and
generally a smaller footprint. The speciality stores merchandise is as the name implies, more specialised than that of a department store and usually caters for a narrower range of customers. The speciality retailer often needs unique fixtures and seeks to project a more exclusive store image based on price and status.
Commercial Space Design
• Boutiques • Boutiques are small stores featuring assorted items that it specific
merchandising themes or appeal to specialised clientele. The term boutique may also be used to describe cross merchandising within a department store when retailers bring several departments together for a special promotion.
Commercial Space Design
• Discount Stores • Discount stores have lots of departments and a wide range of products which
appeal to a wide range of customers. They utilise mostly no-frills metal gondola fixtures that hold a lot of merchandise
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• Hypermarkets • Hypermarkets have several merchandise categories housed under one roof
which can range from beauty, home, garden, sportswear and food.
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• Outlet stores • Outlet stores tend to be stand alone stores or areas under one roof space. The use similar
fixtures to those found in speciality stores but Visual merchandising impact is less because stock quantities are broken up into smaller categories. These may sell overstocked goods, manufacturers irregular merchandise or sale goods.
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• Warehouse Stores • Warehouse sites house massive quantities of goods on grids of industrial shelving, offer no
frills shopping at reduced prices. These stores tend to be plain and fluorescent-lit and have an industrial ambience. Fitting rooms (if they have them at all) are utilitarian. Shopping trolleys are usually over sized and big enough to carry large items such as furniture. Some places don’t even give you a carry bag as they assume shoppers will make enormous purchases in one go.
Commercial Space Design
• Charity Stores • Charity shops are usually operated on a non-profit basis and run by
organisations such as the Salvation Army, Oxfam and so on. They often resemble car boot sales or market stalls and sell products such as clothing, books and accessories. This is no frills merchandising and very little visual merchandising is used.
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•Floor Layouts
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•Product adjacencies
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• One of the starting points for planning the Commercial Space is to consider what is known as the product adjacencies.
• What are product adjacencies?
Commercial Space Design
• Product adjacencies refers to which products sit next to each other, for example, hosiery next to lingerie, fruit next to vegetables and so on.
• In order to maximise the space and the use of the selling floor, the customer should be guided through the fixtures and aisles from one product to the next.
Commercial Space Design
• The reason for this is to avoid customer confusion but also in order to reinforce the appearance of areas within the commercial space and make the shopping experience easier for the customer and hopefully maximise sales.
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• The starting point in deciding your product adjacencies is to make a rough plan of the floor layout (you should however of course check to see which products will be available to you at any given time as product ranges change seasonally and new products may be about to arrive.
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• As well as product adjacencies you might also consider the location of strong product categories (and probably best sellers) as these should ideally be located in prime selling spaces.
• Additionally if you have a commercial space which is selling premium brands, the brands themselves will have very strong views regarding where they should be positioned within the space and who they will be positioned with.
Commercial Space Design
• Also, smaller brands might wish to be placed next to more aspirational brands in order to catch the eye of the customer.
• Once the product categories and brands are roughly placed on the floor plan it is much easier (and advisable) to physically walk the space in order to ensure that the product categories naturally flow from one to another.
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•Floor Layouts
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• Once the product adjacencies have been worked through this will enable you to plan a more detailed floor layout.
• Well planned product placement will make the shopping experience feel effortless for the customer and also drive sales.
• In the case of clothing retailers there is of course the difficult task of ensuring that they appeal to both genders and make the areas easily identifiable. This is no easy task to do if you want to create a whole shopping experience although it does make it much more exciting.
Commercial Space Design
• With clothing retailing, menswear comes second to womenswear, purely because women spend more on products than men and tend to be far more confident in their shopping.
• Therefore, it is not unusual for womenswear to be on the ground floor and menswear positioned on the second floor of a store.
• Additionally, fragrances and cosmetics are nearly always placed at the front of department stores worldwide.
Commercial Space Design
• The key to planning the space is the positioning of the products within it. These areas can be divided into Platinum, Gold, Silver and Bronze.
Commercial Space Design
• The Platinum area is the key selling area within the space.
• The second area, known as the Gold area is the next, through too Silver and Bronze.
• Therefore the first area to note in any space are the entrances as they will determine where the customer will enter and exit the space and therefore where to designate the Platinum area.
Commercial Space Design
• Lower priced, Sale, High fashion, best sellers or promotional products might also be placed within the Platinum space as this will usually attract more customers and therefore more sales.
• Areas such as the Bronze area will usually draw in fewer customers (because of the distance from the entrance) and therefore staple products are usually positioned in this area.
Commercial Space Design
• Additionally, to the product, in order to attract and guide customers through the space we also need to lead customers and encourage them to browse and remain as long as possible. Clear walkways will guide them and enticing product presentations will encourage them to make a purchase.
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• Over a period of time retailers have evolved several basic floor plans in order to move shoppers past fixtures of merchandise within their spaces
• The initial aim of this was to efficiently expose the customer to the maximum amount of merchandise in the minimum amount of time
• In contemporary retail, selling space, people traffic and so on are still important but the focus is also on the aesthetic and customer comfort
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•The Grid layout
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Commercial Space Design • The grid layout as the name implies, is a linear design with
fixtures arranged on the parallel aisles. Fixtures are arranged in a chess board style with horizontal and vertical aisles that run through the store. There may be one primary aisle and several secondary aisles depending on the square footage of the space. The layout is efficient in terms of space use and allows orderly merchandising and is simple and predictable to navigate and easy to maintain. This system also creates natural sightlines which lead to points at the ends of aisles which allows for visual merchandising.
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•What are the problems with a grid layout?
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Commercial_Space_Design_P2.pdf
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•Free flow layout
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Commercial Space Design • Free flow layout is the opposite of the grid with fixtures
arranged in interesting formations to encourage browsing. There may be several fixtures grouped loosely around the central cash and wrap. The critical element here is to allow space between fixtures to allow traffic to move around easily. Shoppers wont linger around a fixture if they are nudged by another shopper by trying to get through the space with elements such as a push chair between tightly packed fixtures, however the free flow arrangement encourages shoppers to move from one department into another and therefore exposing them to other categories of merchandise.
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•The loop layout
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• The loop layout features a race track traffic aisle around the stores perimeter. This layout exposes the shopper to more merchandise and can often be seen in discount stores or department stores.
• This layout usually also contains overhead directional signage and departmental graphics to provide visual cues to the location of other departments guiding shoppers around the space.
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•The soft aisle Layout
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• The soft aisle layout contains fixtures arranged into groups.
• This technique encourages shoppers to shop the walls and to move around the space easily. Here, the walls are considered the most important sales generating locations in the store.
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•The minimal Layout
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• The minimal layout as the name suggests is almost gallery-like in its simplicity. The merchandise is sometimes wearable art, designer made. More often this one is used in luxury brands where merchandise is perhaps presented dramatically on the walls of the store, much like art objects.
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•Layouts within selling areas
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• All of the layouts previously mentioned can be permanent or non permanent
• In department stores for example, these layouts tend to be permanent because the stores are so large it is very expensive to move them
• Several types of stores maintain permanent floor layouts
Commercial Space Design • Luxury brands • Career stores • Speciality stores • Luxury brands catering for customers who visit
regularly to purchase specific brands such as handbags, shoes, accessories, fragrances and cosmetics
• Career stores for men and women where suits, career separates and shoes are the most important items with accessories, casual wear and coats are located toward the middle and rear of the store
• Speciality stores with merchandise for both men and women – shoppers become confused if these departments change location without notice
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•Presenting current Season Merchandise
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Commercial Space Design • In speciality stores the first third of the store
feature products that a customers are currently seeking. This floor layout represents March and April and the career department is positioned on the right hand side of the store at the entrance. This is prime selling space and since shoppers are looking for new spring suits in March and April its wise to present career wear at the front of the store.
• Dresses are also positioned next to the career department. Why is this? Essentially the strategy here is that the retailer is trying to appeal to a wider range of customers.
Commercial Space Design
•Individual department layouts
Commercial Space Design • When we are merchandising a department or a
specific merchandise category within a department each area is treated like an individual store – particularly when identifying prime selling space. Each area can be divided into five areas; trend, test, shops, basics and key items. However all five areas aren’t always represented in every department.
• Trend areas feature merchandise which has been accepted by shoppers as ‘hot’ or current fashion and mannequins, graphics etc. may be used to support the most exciting items.
• The test area is set aside to sample merchandise items or styles which the retailer thinks will become popular
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• The shop area usually consists of products bought in depth and pulled together into one department
• The basics area is stock bought in bulk such as a denim jacket. Jeans are slim one season and wide the next but jackets remain the same
• Key Items are proven sellers that have been purchased and offered at competitive prices.
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• Alternative view with walkway
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•Clearance
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• Clearance or Sale items consist of products that have been permanently marked down for a quick sale. These items may be handled in a variety of ways
• Clearance items may be pulled together at the rear of each department
• Clearance merchandise may be grouped from all departments into one area such as at the back of the store
Commercial Space Design
• Clearance may also be grouped at the front of the store for traditional major events such as January sales
• Some retailers consolidate merchandise into a few larger stores with high traffic or high bargain hunter demographics or remove their tags and sell the merchandise to an outlet store.
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•Fixture Placement
Commercial Space Design
• Chevroning fixtures is useful in large spaces where there is plenty of room, however keeping all of the fixtures straight and square to the walls will give the illusion of space.
Commercial Space Design
• Sightlines, Focal Points & Pause Points,
Commercial Space Design
• When a customer enters into a store they will be challenged with several directions.
• Do they go left, right, forward or decide to leave? • If we assume they stay it is the retailers task to
help them to choose which way to walk around the space and therefore sightlines and focal points will encourage them to explore the commercial space.
Commercial Space Design
• Sightlines • What do you think a sightline is?
Commercial Space Design • A sightline is the customers eye-view into and around a
store
Commercial Space Design • Sightlines are a useful tool for prioritising the key areas of
your retail environment • The first sightlines to establish are those on entering the
store
Commercial Space Design • The second sightlines identify those viewed from the front
mat or reception area • The sightlines from this point should take the customer
on a journey throughout the store • Think of the customers journey like a ball in a pinball
machine…….
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• Focal Point • What do you think a Focal Point is?
Commercial Space Design A focal point is positioned at the end of or on a sightline
How do we identify focal points? Once Sightlines are established, focal points occur naturally A focal point could be a graphic, display or new and exciting product Essentially focal points lead a customer through your retail environment from the front to the back and back again
Commercial Space Design
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•What is a Pause Point?
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• Pause Points • fixture or display which makes the customer stop and
browse or buy • It is an essential tool for breaking up long, boring
walkways and for applying
• Lakes, Trees and Mountains
Commercial Space Design
• Lakes, Trees, Mountains
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• Facing the customer flow? • What do you think this means? • Is this an important consideration in Visual
Merchandising?
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•Additional thoughts……….
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• What do you think Destination departments within stores are?
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• Do you randomly walk along the street and impulse purchase a……
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• Imagine for a moment that you were going to a very exclusive event, consider what kind of shoes would you wear?
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• Would they look something like this?
• Describe what they would look like…..
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• Based on what you have said, where are female shoe departments (particularly within department stores) usually located?
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• Usually at the back of the store • Why?
Commercial Space Deisgn
• Additional sales…!
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• Think about your last visit to a store that you never shopped in before.
• Why did you decide to go to the store? • Were you responding to a specific advertising campaign? • What did you see as you walked in? • Did the stores exterior send you any messages?
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• Was the view through the storefront appealing? Informative? • When you entered, was the lighting pleasant? • Do you remember any particular scent or sounds? • Was it easy to tell what the store was selling? • On your visit what was your impression of the store?
Seminar_Surveying_Your_Space_Year2_Part1.pdf
Surveying your Space Jonathan Baker
Surveying Your Space
• A survey allows you to record and process the information needed to produce measured drawings. Whether you have a kitchen or a whole building to survey, the procedure is the same. • By using sharp observation skills, you can record the information
needed to produce accurate freehand drawings and the session today offers you a step-by-step guide to surveying a space and will develop your freehand drawing skills.
Surveying Your Space
• The initial procedure when surveying a space is to make sure that you have the right equipment. • You will need a long tape measure (provided for you for this exercise) • A convenient pocket-sized measure (provided for you) • Paper to sketch your floor plan • Graph paper (provided for you, however you may need to stick two pieces
together in order to have sufficient space to draw your plan)
Surveying Your Space
•For this exercise you will be working in Millimetres and Metres only.
Surveying Your Space
• Stage 1 • Take as many photographs of the space as you can in order to remind yourself
what the existing space looks like (this is particularly useful if you are working internationally and unable to revisit the space at a later date).
Surveying Your Space
• Stage 2 • In the future you may need to arrange a site visit to a store well in advance as this
will save you unnecessary delays when you arrive on site. You should allow for a good amount of time to survey the space (at least half a day) so that this no need to return if you are short of time. • For the purposes of this assignment we have arranged for you to use an in-house
space in the Blueprint café at High Holborn.
Surveying Your Space
• Stage 3 • Decide how you will survey and establish a programme. • I.e. before you begin the physical survey, take time to walk around the space to
appreciate the size, shape and proportion of the space itself. • Make a note of anything that might obstruct measurements, such as large
machinery or furniture. • Please note: You may need to organise a second visit to the site if you are unable
to obtain all of the measurements on the initial visit.
Surveying Your Space
• Stage 4 • Prepare freehand drawings. • Before you begin measuring with your tape measure as you will need a set of
well-proportioned freehand plans and sections to place your measurements on. • For example………
Surveying Your Space
• Once you have a sketch of the space draw in any details which you will need to work with. • If you have an iphone you might also wish to use the compass in order to
establish which direction is North as this can be important when considering how the light sources will affect the space. (Please note that it is not necessarily essential for this project although may be useful in the future)
Surveying Your Space
• Stage 5 • Before you begin measuring, mark up your drawings with dimension lines. This
will save you time and ensures that you establish all of the measurements which you will need. Wherever possible it is wise to place dimension lines outside the plan and when measuring to run dimensions clockwise.
Surveying Your Space
• Stage 5
Surveying Your Space
• Stage 6 • Measuring is best done either in pairs or small groups to ensure accuracy and
practicality. One person holds the zero end of the tape and writes down the dimensions as the other reels out the tape, takes a measurement and calls it out, repeating it to confirm. • The main measurements will be running dimensions, i.e. these are
measurements from a single point and usually from corner to corner of a space. • Using the smaller tape you can measure small areas such as window openings. • As not all spaces are absolutely square, therefore diagonal measurements should
be taken.
