Retail design
Encyclopedia
Retail design is a creative and commercial
discipline that combines several different areas of expertise
together in the design
and construction of retail
space. Retail design is primarily a specialized practice of architecture
and interior design
, however it also incorporates elements of interior decoration, industrial design
, graphic design
, ergonomics
, and advertising
.
Retail design is a very specialized discipline due to the heavy demands placed on retail space. Because the primary purpose of retail space is to stock and sell product to consumers, the spaces must be designed in a way that promotes an enjoyable and hassle-free shopping experience for the consumer. The space must be specially-tailored to the kind of product being sold in that space; for example, a bookstore requires many large shelving units to accommodate small products that can be arranged categorically while a clothing store requires more open space to fully display product.
Retail spaces, especially when they form part of a retail chain, must also be designed to draw people into the space to shop. The storefront must act as a billboard
for the store, often employing large display windows that allow shoppers to see into the space and the product inside. In the case of a retail chain, the individual spaces must be unified in their design.
in Paris
, "followed by Marshall Fields in Chicago, Selfridges in London and Macy's in New York." These early retail design stores were swiftly continued with a new innovation called the chain store
. The first chain store was opened in the early 20th century by Frank Winfield Woolworth, which quickly became a franchise across the US. Other chain stores began growing in places like the UK a decade or so later, with stores like Boots
. After World War II
, a new type of retail design building known as the shopping centre came into being. This type of building took two different paths in comparison between the US and Europe. Shopping centres began being built out of town within the United States in order to benefit the suburban family, while Europe began putting shopping centres in the middle of town. The first shopping centre in the Netherlands
was built in the 1950s, as retail design ideas began spreading east.
The next evolution of retail design was the creation of the boutique
in the 1960s, which emphasized retail design run by individuals. Some of the earliest examples of boutiques are the Biba
boutique created by Barbara Hulanicki
and the Habitat
line of stores made by Terence Conran
. The rise of the boutique was followed, in the next two decades, with an overall increase in consumer spending across the developed world
. This rise made retail design shift to compensate for increased customers and alternative focuses. Many retail design stores redesigned themselves over the period to keep up with changing consumer tastes. These changes resulted on one side with the creation of multiple "expensive, one-off designer shops" catering to specific fashion design
ers and retailers.
The rise of the internet
and internet retailing in the latter part of the 20th century and into the 21st century saw another change in retail design to compensate. Many different sectors not related to the internet reached out to retail design and its practices in order to lure online shoppers back to physical shops, where retail design can be properly utilized.
, by using spatial cues to entertain as well as entice the consumer to purchase goods and interact with the space. The success of their designs are not measured by design critics but rather the records of the store which compare amount of foot traffic against the overall productivity. Retail designers have an acute awareness that the store and their designs are the background to the merchandise and are only there to represent and create the best possible environment in which to reflect the merchandise to the target consumer group.
The structure of retail space creates the constraints of the overall design; often the spaces already exist, and have had many prior uses. It is at this stage that logistics must be determined, structural features like columns, stairways, ceiling height, windows and emergency exists all must be factored into the final design. In retail one hundred percent of the space must be utilised and have a purpose. The floor plan creates the circulation which then directly controls the direction of the traffic flow based on the studied psychology of consumer movement pattern within a retail space. Circulation is important because it ensures that the consumer moves through the store from front to back, guiding them to important displays and in the end to the cashier. There are six basic store layouts and circulation plans that all provide a different experience:
Once the overall structure and circulation of the space has been determined, the atmosphere and thematics of the space must be created through lighting, sound, materials and visual branding. These design elements will cohesively have the greatest impact on the consumer and thus the level of productivity that could be achieved.
Lighting can have a dramatic impact on the space it needs to be functional, but also complement the merchandise, as well as emphasising key point throughout the store. The lighting should be layered and of a variety intensities and fixtures. Firstly examine the natural light and what impact it has in the space. Natural light adds interest and clarity to the space; also consumers also prefer to examine the quality of merchandise in natural light. If no natural light exists a sky light can be used to introduce it in to the retail space. The lighting of the ceiling and roof is next thing to consider. This lighting should wash the structural features, whilst creating vectors that direct the consumer to key merchandise selling areas. The next layer is emphasising the selling areas, these lights should be direct but no to bright and harsh. Poor lighting can cause eye straining and an uncomfortable experience for the consumer. In order to minimise the possibility of eye strain the ratio of luminance should decrease between merchandise selling areas. The next layer will complement and bring focus onto the merchandise; this lighting should be flattering for the merchandise and consumer. The final layer is to install functional lighting this includes clear exist signs.
Ambiance can then be developed within the atmosphere through sound and audio, the music played within the store should reflect what your target market would be drawn to, this would also be developed through the merchandise that is being marketed. In a lingerie store the music should be soft, feminine and romanticised; where in a technology department the music would be more upbeat and more masculine.
Materiality (architecture)
is another key selling tool, the choices made must not only be aesthetically pleasing and persuasive but also functional with a minimal need for maintenance. Retail spaces are high traffic area and are thus exposed to a lot of wear this means that possible finishes of the materials should be durable. The warmth of a material will make the space more inviting, a floor that is firm and somewhat buoyant will be more comfortable for that consumer to walk on and thus this will allow them to take longer when exploring the store. By switching materials throughout the store zones/ areas can be defined, for example by making the path one material and contrast it against another for the selling areas this help to guide the consumer through the store. Colour is also important to consider it must not over power or clash against the merchandise but rather create a complementary background for the merchandise. As merchandise will change seasonally the interior colours should not be trend based but rather have timeless appeal like neutral based colours.
Visual branding of the store will ensure a memorable experience for the consumer to take with them once they leave the store ensuring that they will want to return. The key factor is consistency exterior branding
and signage should continue into the interior, they should attract, stimulate and dramatise the store. To ensure consistency the font should be consistent with the font size altering. The interior branding should allow the consumer to easily self direct themselves through the store, proper placement of sales signs that will draw consumer in and show exactly where the cashier is located. The branding should reflect what the merchandise is and what the target market would be drawn to.
of the consumer. It is the role of the retail design to have total control of the perspective and view that the consumer will have in retail space. From the exterior of retail store the consumer should have a clear unobstructed view into the interior of the store.
Commerce
While business refers to the value-creating activities of an organization for profit, commerce means the whole system of an economy that constitutes an environment for business. The system includes legal, economic, political, social, cultural, and technological systems that are in operation in any...
discipline that combines several different areas of expertise
together in the design
Design
Design as a noun informally refers to a plan or convention for the construction of an object or a system while “to design” refers to making this plan...
and construction of retail
Retail
Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be...
space. Retail design is primarily a specialized practice of architecture
Architecture
Architecture is both the process and product of planning, designing and construction. Architectural works, in the material form of buildings, are often perceived as cultural and political symbols and as works of art...
and interior design
Interior design
Interior design describes a group of various yet related projects that involve turning an interior space into an effective setting for the range of human activities are to take place there. An interior designer is someone who conducts such projects...
, however it also incorporates elements of interior decoration, industrial design
Industrial design
Industrial design is the use of a combination of applied art and applied science to improve the aesthetics, ergonomics, and usability of a product, but it may also be used to improve the product's marketability and production...
, graphic design
Graphic design
Graphic design is a creative process – most often involving a client and a designer and usually completed in conjunction with producers of form – undertaken in order to convey a specific message to a targeted audience...
, ergonomics
Ergonomics
Ergonomics is the study of designing equipment and devices that fit the human body, its movements, and its cognitive abilities.The International Ergonomics Association defines ergonomics as follows:...
, and advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
.
Retail design is a very specialized discipline due to the heavy demands placed on retail space. Because the primary purpose of retail space is to stock and sell product to consumers, the spaces must be designed in a way that promotes an enjoyable and hassle-free shopping experience for the consumer. The space must be specially-tailored to the kind of product being sold in that space; for example, a bookstore requires many large shelving units to accommodate small products that can be arranged categorically while a clothing store requires more open space to fully display product.
Retail spaces, especially when they form part of a retail chain, must also be designed to draw people into the space to shop. The storefront must act as a billboard
Billboard (advertising)
A billboard is a large outdoor advertising structure , typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers...
for the store, often employing large display windows that allow shoppers to see into the space and the product inside. In the case of a retail chain, the individual spaces must be unified in their design.
History
Retail design first began to grow in the middle of the 19th century, with stores such as Bon Marche and PrintempsPrintemps
Printemps is a French department store .The flagship Printemps store is located on Boulevard Haussmann in the IXe arrondissement of Paris along with other well-known department stores like Galeries Lafayette. There are other Printemps stores in Paris and throughout France...
in Paris
Paris
Paris is the capital and largest city in France, situated on the river Seine, in northern France, at the heart of the Île-de-France region...
, "followed by Marshall Fields in Chicago, Selfridges in London and Macy's in New York." These early retail design stores were swiftly continued with a new innovation called the chain store
Chain store
Chain stores are retail outlets that share a brand and central management, and usually have standardized business methods and practices. These characteristics also apply to chain restaurants and some service-oriented chain businesses. In retail, dining and many service categories, chain businesses...
. The first chain store was opened in the early 20th century by Frank Winfield Woolworth, which quickly became a franchise across the US. Other chain stores began growing in places like the UK a decade or so later, with stores like Boots
Boots UK
Boots UK Limited , is a leading pharmacy chain in the United Kingdom, with outlets in most high streets throughout the country...
. After World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, a new type of retail design building known as the shopping centre came into being. This type of building took two different paths in comparison between the US and Europe. Shopping centres began being built out of town within the United States in order to benefit the suburban family, while Europe began putting shopping centres in the middle of town. The first shopping centre in the Netherlands
Netherlands
The Netherlands is a constituent country of the Kingdom of the Netherlands, located mainly in North-West Europe and with several islands in the Caribbean. Mainland Netherlands borders the North Sea to the north and west, Belgium to the south, and Germany to the east, and shares maritime borders...
was built in the 1950s, as retail design ideas began spreading east.
The next evolution of retail design was the creation of the boutique
Boutique
A boutique is a small shopping outlet, especially one that specializes in elite and fashionable items such as clothing and jewelry. The word is French for "shop", via Latin from Greek ἀποθήκη , "storehouse"....
in the 1960s, which emphasized retail design run by individuals. Some of the earliest examples of boutiques are the Biba
Biba
Biba was an iconic and popular London fashion store of the 1960s and 1970s. It was started and primarily run by the Polish-born Barbara Hulanicki with help of her husband Stephen Fitz-Simon.-Early years:...
boutique created by Barbara Hulanicki
Barbara Hulanicki
Barbara Hulanicki is a Warsaw-born fashion designer, known for being the founder of the iconic clothes store Biba. Born in Warsaw, to Polish parents, after studying at Brighton School of Art, now the University of Brighton Faculty of Arts, Hulanicki won a London Evening Standard competition for...
and the Habitat
Habitat (retailer)
Habitat Retail Ltd. is a retailer of household furnishings in the United Kingdom, France, Germany, Spain, and has franchised outlets in other countries. Founded in 1964 by Terence Conran, it was sold by the IKANO Group, owned by the Kamprad family, in December 2009 to Hilco, a restructuring...
line of stores made by Terence Conran
Terence Conran
Sir Terence Orby Conran, FCSD, is an English designer, restaurateur, retailer and writer.-Early life and education:Terence Conran was born in Kingston upon Thames, the son of Christina Mabel and South African-born Gerard Rupert Conran, a businessman who owned a rubber importation company in East...
. The rise of the boutique was followed, in the next two decades, with an overall increase in consumer spending across the developed world
Developed country
A developed country is a country that has a high level of development according to some criteria. Which criteria, and which countries are classified as being developed, is a contentious issue...
. This rise made retail design shift to compensate for increased customers and alternative focuses. Many retail design stores redesigned themselves over the period to keep up with changing consumer tastes. These changes resulted on one side with the creation of multiple "expensive, one-off designer shops" catering to specific fashion design
Fashion design
Fashion design is the art of the application of design and aesthetics or natural beauty to clothing and accessories. Fashion design is influenced by cultural and social latitudes, and has varied over time and place. Fashion designers work in a number of ways in designing clothing and accessories....
ers and retailers.
The rise of the internet
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
and internet retailing in the latter part of the 20th century and into the 21st century saw another change in retail design to compensate. Many different sectors not related to the internet reached out to retail design and its practices in order to lure online shoppers back to physical shops, where retail design can be properly utilized.
Role
A retail designer must create a thematic experience for the consumerConsumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
, by using spatial cues to entertain as well as entice the consumer to purchase goods and interact with the space. The success of their designs are not measured by design critics but rather the records of the store which compare amount of foot traffic against the overall productivity. Retail designers have an acute awareness that the store and their designs are the background to the merchandise and are only there to represent and create the best possible environment in which to reflect the merchandise to the target consumer group.
Design elements
Since the evolution of retail design and its impact on productivity have become clear, a series of standardisations in the techniques and design qualities has been determined. These standardisations range from alterations to the perspective of the structure of the space, entrances, circulation systems, atmospheric qualities (light and sound) and materiality. By exploring these standardisations in retail design the consumer will be given a thematic experience that entices them to purchase the merchandise. It is also important to acknowledge that a retail space must combine both permanent and non permanent features, that allow it to change as the needs of the consumer and merchandise change (e.g. per season).The structure of retail space creates the constraints of the overall design; often the spaces already exist, and have had many prior uses. It is at this stage that logistics must be determined, structural features like columns, stairways, ceiling height, windows and emergency exists all must be factored into the final design. In retail one hundred percent of the space must be utilised and have a purpose. The floor plan creates the circulation which then directly controls the direction of the traffic flow based on the studied psychology of consumer movement pattern within a retail space. Circulation is important because it ensures that the consumer moves through the store from front to back, guiding them to important displays and in the end to the cashier. There are six basic store layouts and circulation plans that all provide a different experience:
- Straight plan: this plan divides transitional areas from one part of the store to the other by using walls to display merchandise. It also leads the consumer to the back of the store. This design can be used for a variety of stores ranging from pharmacies to apparel.
- Pathway Plan: is most suitable for large stores that are single level. In this plan there is a path that is unobstructed by shop fixtures, this smoothly guides the consumer through to the back of the store. This is well suited for apparel department stores, as the clothes will be easily accessible.
- Diagonal Plan: uses perimeter design which cause angular traffic flow. The cashier is in a central location and easily accessible. This plan is most suited for self service retail.
- Curved Plan: aims to create an intimate environment that is inviting. In this plan there is an emphasis on the structure of the space including the walls, corners and ceiling this is achieved by making the structure curved and is enhance by circular floor fixtures. Although this is a more expensive layout it is more suited to smaller spaces like salons and boutiques.
- Varied Plan: in this plan attention is drawn to special focus areas, as well as having storage areas that line the wall. This is best suited footwear and jewellery retail stores.
- Geometric Plan: uses the racks and the retail floor fixtures to create a geometric floor plan and circulation movement. By lowering parts of the ceiling certain areas can create defined retail spaces. This is well suited for appeal stores.
Once the overall structure and circulation of the space has been determined, the atmosphere and thematics of the space must be created through lighting, sound, materials and visual branding. These design elements will cohesively have the greatest impact on the consumer and thus the level of productivity that could be achieved.
Lighting can have a dramatic impact on the space it needs to be functional, but also complement the merchandise, as well as emphasising key point throughout the store. The lighting should be layered and of a variety intensities and fixtures. Firstly examine the natural light and what impact it has in the space. Natural light adds interest and clarity to the space; also consumers also prefer to examine the quality of merchandise in natural light. If no natural light exists a sky light can be used to introduce it in to the retail space. The lighting of the ceiling and roof is next thing to consider. This lighting should wash the structural features, whilst creating vectors that direct the consumer to key merchandise selling areas. The next layer is emphasising the selling areas, these lights should be direct but no to bright and harsh. Poor lighting can cause eye straining and an uncomfortable experience for the consumer. In order to minimise the possibility of eye strain the ratio of luminance should decrease between merchandise selling areas. The next layer will complement and bring focus onto the merchandise; this lighting should be flattering for the merchandise and consumer. The final layer is to install functional lighting this includes clear exist signs.
Ambiance can then be developed within the atmosphere through sound and audio, the music played within the store should reflect what your target market would be drawn to, this would also be developed through the merchandise that is being marketed. In a lingerie store the music should be soft, feminine and romanticised; where in a technology department the music would be more upbeat and more masculine.
Materiality (architecture)
Materiality
Materiality is a concept or convention within auditing and accounting relating to the importance/significance of an amount, transaction, or discrepancy...
is another key selling tool, the choices made must not only be aesthetically pleasing and persuasive but also functional with a minimal need for maintenance. Retail spaces are high traffic area and are thus exposed to a lot of wear this means that possible finishes of the materials should be durable. The warmth of a material will make the space more inviting, a floor that is firm and somewhat buoyant will be more comfortable for that consumer to walk on and thus this will allow them to take longer when exploring the store. By switching materials throughout the store zones/ areas can be defined, for example by making the path one material and contrast it against another for the selling areas this help to guide the consumer through the store. Colour is also important to consider it must not over power or clash against the merchandise but rather create a complementary background for the merchandise. As merchandise will change seasonally the interior colours should not be trend based but rather have timeless appeal like neutral based colours.
Visual branding of the store will ensure a memorable experience for the consumer to take with them once they leave the store ensuring that they will want to return. The key factor is consistency exterior branding
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
and signage should continue into the interior, they should attract, stimulate and dramatise the store. To ensure consistency the font should be consistent with the font size altering. The interior branding should allow the consumer to easily self direct themselves through the store, proper placement of sales signs that will draw consumer in and show exactly where the cashier is located. The branding should reflect what the merchandise is and what the target market would be drawn to.
Perspective
The final element to a well-executed retail space is the staging of the perspective(visual)Perspective
- Literally, in visual topics :* Perspective , the way in which objects appear to the eye.* Perspective , representing the effects of visual perspective in graphic arts- Metaphorically, in relation to cognitive topics :...
of the consumer. It is the role of the retail design to have total control of the perspective and view that the consumer will have in retail space. From the exterior of retail store the consumer should have a clear unobstructed view into the interior of the store.
See also
- ArchitectureArchitectureArchitecture is both the process and product of planning, designing and construction. Architectural works, in the material form of buildings, are often perceived as cultural and political symbols and as works of art...
- BrandBrandThe American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
- Branded environmentsBranded environments- Branded environments :Environmental branding is the process of marketing that communicates a brand in three-dimensions to create a customer experience. It uses space as a physical embodiment of the brand to create a ‘brand space’...
- Brand implementationBrand implementationBrand implementation refers to the physical representation and consistent application of brand identity across visual and verbal identity carriers. In visual terms, this can include signage, uniforms, liveries, interior design and branded merchandise...
- Customer engagementCustomer engagementCustomer engagement refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline....
- Display caseDisplay caseA display case is a cabinet with one or often more transparent glass sides and/or top, used to display objects for viewing, for example in an exhibition, museum, house, in retail, or a restaurant. Often labels are included with the displayed objects, providing information...
- Display windowDisplay windowA display window is a window in a shop displaying items for sale or otherwise designed to attract customers to the store. Usually, the term refers to larger windows in the front façade of the shop...
- ErgonomicsErgonomicsErgonomics is the study of designing equipment and devices that fit the human body, its movements, and its cognitive abilities.The International Ergonomics Association defines ergonomics as follows:...
- Interior designInterior designInterior design describes a group of various yet related projects that involve turning an interior space into an effective setting for the range of human activities are to take place there. An interior designer is someone who conducts such projects...
- MarketingMarketingMarketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
- MerchandisingMerchandisingMerchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity. In the broadest sense, merchandising is any practice which contributes to the sale of products to a retail consumer...
- PlanogramPlanogramA planogram is "a diagram or model that indicates the placement of retail products on shelves in order to maximize sales".Also known as plano-grams, plan-o-grams, schematics and POGs, planograms are a tool used in visual merchandising.-Overview:A planogram is often received before a product reaches...
- Retail chain
- RetailingRetailingRetail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be...
- Visual merchandisingVisual merchandisingVisual merchandising is the activity and profession of developing floor plans and three-dimensional displays in order to maximise sales.Both goods or services can be displayed to highlight their features and benefits...