Fashion Store Environments - UK - June 2009
Fashion retailers are being pulled in two directions on store design: on the one side, budgets are being cut; but on the other, many are trying to move their image high end. Achieving the two simultaneously can prove a challenge. Higher sourcing prices and narrowing margins are forcing retailers to put up prices, whilst consumers are unlikely to pay more when faced with an uninspiring store environment.
In the middle market, larger retailers are trying to present themselves as ‘designer’ stores, either by using high-gloss fixtures, lighting and flooring, or by creating mini ‘stores-within-stores’ to give a boutique feel. Among younger fashion retailers, the hunt is on for environments that will have resonance with their customers’ outlook in fashion, music and culture.
How are retailers investing in their stores, both in terms of new flagships and revamping existing branches?
What are the strongest outside influences on how retailers are investing in their stores?
Why do customers choose to shop in one type of store and not another?
Who are the innovators in terms of store design and in-store technology?
How are customers ‘multi-viduals’ and how can retailers use the appropriate designs to appeal to different customers?
How are retailers using good store design, and incorporating technology, to move upmarket and build ambience?
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