CHAPTER 25 Store Planning and Design

ACTUAL BUILDING Built from the ground up (block plan)

Rehabilitation

Floor plan/floor layout

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

MATERIALS NEEDED Old school: pencil, eraser, graph paper, rulers

Today: software 2D and 3D

Pg. 314

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

STORE LAYOUTS(FLOOR PLAN)

Grid layout:

linear fixtures positioned in a checkerboard pattern easy efficient creates sight lines can be boring

GRID LAYOUT Focal Point

Entrance

Sightline Sightline

Sigh

tline

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Foca

l Poi

nt Focal Point

Cashw

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Int. Window Mannequin Display

STORE LAYOUTS(FLOOR PLAN)

Free-flow:

interesting formations encourages browsing & movement from 1 dept. to

another need enough room between fixtures Easily cluttered

Free Flow

The Disney Store

Free-flow

Eddie Bauer

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

RACETRACK LAYOUT

STORE LAYOUTS Soft aisle: fixtures arranged into groups,5 ft.

aisles along perimeter walls. Wall merchandising is vital.

Soft aisle

Laguna Rosa: Colombia

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

Minimal:

Richard Chai

STORE LAYOUTS Combination floor: use of best features of standard

layouts in one overall plan to suit the store’s specific strategies & needs.

Sigrid Olsen

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

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.

AC

CE

SSIBILITY

Asscessibility: American Disabilities Act http://www.ada.gov Refer to ADA website and standards manual (posted on BB)

Forever 21

Hollister

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

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