chapter 25 - wordpress.com pine l ayout • variation of grid, loop and free-form layouts • based...
TRANSCRIPT
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CHAPTER 25 Store Planning and Design
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ACTUAL BUILDING Built from the ground up (block plan)
Rehabilitation
Floor plan/floor layout
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FLOOR PLANS Need to be drawn to scale
Review proportion and scale
Consistant
More common 1/8” scale for bigger areas For every 1/8” on the actual floor plan (piece of
paper) that = 1 foot in the actual store
Remember 1 foot = 12 inches
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MATERIALS NEEDED Old school: pencil, eraser, graph paper, rulers
Today: software 2D and 3D
Pg. 314
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Allocating Space
•Types of space needed: 1.Back room 2.Office and other functional spaces 3.Aisles, services areas, and other nonselling areas
of the main sales floor 4.Wall merchandise space 5.Floor merchandise space
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STORE LAYOUTS(FLOOR PLAN)
Grid layout:
linear fixtures positioned in a checkerboard pattern easy efficient creates sight lines can be boring
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GRID LAYOUT Focal Point
Entrance
Sightline Sightline
Sigh
tline
e
Foca
l Poi
nt Focal Point
Cashw
rap
Int. Window Mannequin Display
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STORE LAYOUTS(FLOOR PLAN)
Free-flow:
interesting formations encourages browsing & movement from 1 dept. to
another need enough room between fixtures Easily cluttered
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Free Flow
The Disney Store
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Free-flow
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Eddie Bauer
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STORE LAYOUTS(FLOOR PLAN)
Racetrack:
traffic aisle loops around store’s perimeter often in discount & department stores Encourages customer to circle/walk around the
entire store
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RACETRACK LAYOUT
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STORE LAYOUTS Soft aisle: fixtures arranged into groups,5 ft.
aisles along perimeter walls. Wall merchandising is vital.
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Soft aisle
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Laguna Rosa: Colombia
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STORE LAYOUTS
Minimal: simplistic, merchandise is presented like art, little use of selling fixtures, mostly used by high-end stores. Need dramatic product, simple use of display strategies, good sales staff.
Calving Klein watch store
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Minimal:
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Richard Chai
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STORE LAYOUTS Combination floor: use of best features of standard
layouts in one overall plan to suit the store’s specific strategies & needs.
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Sigrid Olsen
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SPINE LAYOUT
• Variation of grid, loop and free-form layouts
• Based on single main aisle running from the front to the back of the store (transporting customers in both directions)
• On either side of spine, merchandise departments branch off toward the back or side walls
• Heavily used by medium-sized specialty stores ranging from 2,000 – 10,000 square feet
• In fashion stores the spine is often subtly offset by a change in floor coloring or surface and is not perceived as an aisle
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REMEMBER: SHOPPING ABILITY IS KEY Regardless of layout chosen, customer needs to be
able to physically shop your store.
Mobility is key.
Concerns: wheelchairs, handicap, strollers, etc.
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AC
CE
SSIBILITY
Asscessibility: American Disabilities Act http://www.ada.gov Refer to ADA website and standards manual (posted on BB)
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Forever 21
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Hollister
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LAYOUTS WITHIN SELLING DEPARTMENTS Layouts can be permanent/nonpermanent Actual depts. seldom move: it is costly &
confusing
Specialty stores use more nonpermanent seasonal layouts.
1. Fresh, new look, trend responsive 2. Cutting edge 3. Pre-season sales give buyers early “readings” Due to fast fashion, less prevalent today
Use of adjacencies
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PRESEASON/TEST MERCHANDISE
Based on fashion bell curve Testing= small orders reorders Prepeak = full selling assortments replenish Peak = Maintain assortments Post peak = markdowns Outgoing = clearance