商店销售空间设计

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1、IntroductiontoRetailDesignPresentationto:TemasekPolytechnic,SingaporeZSTU,Hangzhou,ChinaTheLondonCollegeofFashionTheUniversityoftheArts,Londonwww.arts.ac.uklargestuniversityforart,design&fashioninEuropeover25,000studentsstudentsfrommorethan130countriessixspecialistcollegesfocusonretail&

2、fashionmanagementFashionRetailAcademiescentresforconsultingandindustrytrainingextensiveresearch…”SizeUK”…”MassCustomisation”…TheUniversityoftheArts,LondonUALHeadquarters,LondonMmeHuJintaowithSirMichaelBichard,RectorBillWebbScholarofCambridgeUniversity30yearsexperienceinfashionmanagement

3、,consultingandteachingConferencepresentationandpublications(TheFashionHandbook,FashionMarketing–ContemporaryIssues)RecentvisitstoShanghai,HangZhou,Beijing,Dalian&HongKongChinesewifeandhomeinDalianThePoweroftheVisual“Youonlyeverhaveonechancetomakeafirstimpression”Whyitmatters……“Thefirstb

4、iteistakenwiththeeye”(Larousse)StoredesignisakeyelementoffashionbrandmarketingWhyitmatters….shopdesignistheexpressionofyourbrandatthepointofsale(Zara)shopdesignprovidesathreedimensionalbrandexperienceyourshopsareexpensiveassets!NewLookSuccessRatingofRetailDesign(UKretailers-%-source:Min

5、tel)ChangeofimageIncreasingfootfallIncreasingaveragetransactionBetterthanexpected25159Asexpected436156Lessthanexpected1157Don’tknow141423Notanobjective755100100100TheStoreDevelopmentProcessStep1–definedistributionstrategyStep2–selectdesignagency/teamStep3–preparedesignbriefStep4-created

6、esignconcept(research?)Step5–conceptdetailing&developmentStep6–layout&spaceplanningStep7–prototyping&costing(QS)Step8-tenderingappointshopfittersStep9–openpilotstore&evaluateStep10-snaggingStep11–roll-out,withmarketingsupportStep12–on-goingperformanceevaluationBenefitsofRetailDesignDif

7、ferentiationLeviJeansSanFranciscoBenefitsofRetailDesignCatalystforChangeBenefitsofRetailDesignSales&ProfitImprovementBenefitsofRetailDesignOperatingEfficiencyBenefitsofRetailDesignStaffRecruitment&MotivationBenefitsofRetailDesignCustomerLoyaltyBenefitsofRetailDesignBranchNetwor