Fashion Retail
Types of Interaction: The definition of interactive is action and communication between two people or two things, such as twoway communication. The types of interactive experiences I have in general have varied throughout time. They may have varied due to the trend at that current point in time or for other various reasons. For example, (digitally) phone apps that connect the customer to the company I have experienced that, this business-minded strategy which causes an interaction for the potential customer is called mobile-recognition retail interaction. There have also been more types that have exposed the physical aspect of interactive strategies. Shopping centres are increasing the amount of interactivity that they possess, mainly to satisfy and interest their potential customers enough for them make a transaction or to have a positive experience to visit maybe again in the future. Outdoor places usually are open but attempt to have an inviting element among the space it provides for example a table and chairs for people to use. Therefore, spaces can be interactive for different reasons, for instance within a shop the store might wish to add an element of interactivity to interest and impress the customer, whereas in a public place such as a park an interactive plot could be a table and chairs not to impress necessarily, maybe to increase the amount of sociability in the world. Therefore, this explains he different uses of interactive spaces and what aspects or features you can implement to make them robust. The range of places that I have experienced this in is mostly food shops/restaurants as you can easily order from your phone. However, fashion houses or shops allow the customer to order and browse through their mobile phones. One of the primary benefits of utilising interactive commerce is to enhance the buyer confidence in the brand and product. Through interactive commerce, a brand provides customers with an experience that enables them to engage, interact with, learn about, and test products in a new way before purchasing.
These images on this page portray how businesses that belong to different sectors can and are able to implement features into their stores whether that be physically or digitally.
Interactive retail is a great way to The applications of engage with clients and get them interactive retail are limited to think about retail stores as more only by the imagination and than just places to buy products. audacity of retailers and their From the retailer point of view, you branding agencies. With the want people to enjoy kind of technology available the experience of shopping in your today, there are numerous store so that they return even ways of using multimedia to when they don't necessarily have a create an interactive retail specific need or purchase in mind. experience for shoppers.
Ultimately, the goal of interactive retail is to remind shoppers that the retail store isn't just a place to buy things, it's a place to experience things. Once shoppers begin to associate a retailer with positive experiences, they're inevitably more likely to buy something from there as well.
Existing Retail Problems: Lack of customer experience: Customers can prove very demanding and they are increasingly looking for unique experiences that allow them to build and customize their own products. Retail managers must rethink the role of their stores and develop smarter, more personalised offers. With the growing popularity of online retail stores such as ASOS, overcoming this challenge is central to creating retail experiences that still draw in customers. Shoppers want interaction, memorable experiences, fast and quality services. They also love to engage their senses of sights, smells, tastes, and touch wherever possible. The shopping experience can be improved with artificial intelligence. We can now use data to improve the shopping process by acting on patterns that the technology picks up on. Retailers can also use virtual reality, showrooming or cutting-edge photobooth technology to create a more dynamic and stimulating experience for shoppers. Retailers should also contemplate regular audits, as they allow for the precise updates on the status of operations, generating specific reports and ensuring compliance of all stages of the service offered to the customer.
Neglecting Store Operations: One of the biggest mistakes many retailers make is neglecting their store operations, which in-turn causes them to neglect their customers. The worst thing about this problem is that many entrepreneurs don’t even realize they do this. Too many retailers have their minds in the wrong place, and instead of focusing on the success and growth of their business, they worry too much about personal accomplishments with the company. They start off with a strong work ethic, but when they see small successes, their motivation lessens, and they begin to coast. The best businesses strive for upward growth and don’t stop, even when they receive praise and admiration. So if you feel like you’re starting to coast as a business owner, it’s time to get back on track. The Solution is to improve store operations, entrepreneurs can work to take a more hands-on approach to their management. They should be present at the storefront and work to engage customers and employees. Retailers should strive to be aware of their business in all aspects and work on progressing, even if it seems as if they’ve hit their peak. When business owners are actively involved with business operations, they can create a positive culture for their employers and consumers.
Experience research: My experiences with spaces vary depending on the type of space it is and what its purpose is solely. For example, my experience with spaces used as museums is one where the space is quite sparse as the museum can show-case their collections of objects to their customers. Similarly, theme parks carry the same motive. As their space is usually outside/an exterior establishment which is accompanied usually by theme park rides, restaurants and compulsory toilets. A space used as a theme park cannot be too cramped mainly for safety reasons as rides cannot be overlocking into each other obviously, however there is another reason for the spaced-out format as if there is not a big deal of space the theme park could become over-populated quickly which could affect the customers experience and morale potentially. Differently, a space used up as a hotel has a particular format in which if the room is some-what cheaper the room space is smaller and more cramped, however if the room is more expensive then the room will be more spaced out and bigger.
Retail Layouts: Retail is the sale of goods and services to consumers, in contrast to whole-sailing, which is sale to business or institutional customers. A retailer purchases goods in large quantities from manufactures, directly or through a wholesaler, and then sells in smaller quantities to consumers for a profit. Retailers are the final link in the supply chain from producers to consumers. Shopping generally refers to the act of buying products. Sometimes this is done to obtain final goods, including necessities such as food and clothing; sometimes it takes place as a recreational activity. Recreational shopping often involves window shopping and browsing, it does not always result in a purchase. Retail layout stereotypically possess either an 'open' and 'spacious' area or a 'tightly-packed' area for business, depending on what type of service the business is or even the stance/tactics of the business representatives may affect their decision whether to use up all the space or not. The reason why a store could take the 'open' look or image, could be to allow the customer to move freely among the items on offer. On the other hand, a store may take the 'packed' look or image, to evoke the atmosphere of accessibility to a range of products, which may attract them to be loyal to such a company. Moving on, the bird's-eye viewpoint explains clearly on how a store endeavours to maintain a simple structure and layout to not only keep funds spent at a minimum but to not complicate their physical stores too much.
The example retail layout portrayed on this slide, shows a store that has took this exact approach. In terms of interior design, it is very basic yet affective, as the color white is used possibly to compliment the majority of the 'darker' colors used within the actual products so the customer can visualize the product clearly. This is a good example of a retail layout, as it shows what a retail fashion item store would realistically look like.
Fashion Layout: This page presents great examples of shop layouts, with visual depictions and sketches along-side with them. I have provided this page with two examples of very good store layouts, with included: bird’s-eye view, front elevations, side elevations and other types off sketches which show development of the structures. The first example is of the shop layout of the luxury retailer of top-quality clothing, footwear and accessories called ‘Flannels’. ‘Flannels’ has a very ‘open-type’ store layout, to allow the customer to visualise all items that the store possesses. ‘Flannels’ have many stores across the country in a range of places, the interior and exterior designs of each and every store has the same sort of design to maintain consistency within their company. The simple, yet effective, clean white appearance is not only beneficial for the company due to saving finances otherwise spent on wallpaper and other designs, but it makes the store look cleaner which would set a positive brand image of clarity. The difference between a fashion retail store and a food & drink/restaurant store, can be seen clearly by the layouts. Fashion retail spaces are spacious yet open enough for their potential customers to move around freely and to have enough space to visualise the item on offer properly. Whereas, restaurant retail areas usually have a regimented layout. With the seating areas spread across the space with the queueing station or payment sector at the back of the store. There is usually a ‘corridorlike’ space in-between the seating area from the doors of entry to the payment area, this is to directly show their customers where to pay or order what they wish to purchase from the store. It draws them in as they have to be inside to see what is on offer, therefore it is a marketing tactic.
Restaurant Layout: This page presents great examples of shop layouts, with visual depictions and sketches along-side with them. I have provided this page with two examples of very good store layouts, with included: bird’s-eye view, front elevations, side elevations and other types off sketches which show development of the structures. The second store layout example is ‘Five Guys’. The American-Owned company uses the colour red not only to mimic the ‘old’ and ‘traditional’ diners that are located in USA, but to implement psychological features. As the colour red has close links with a chemical that is released in the human body which has been said to trigger an attraction by people. This is a very clever physical designing tactic that many companies use to stimulate their potential customers, the interior is covered in red but the outside is red on the title and windows.
Importance of a Store Layout: A store's layout is one of the key strategies in its success. Therefore, a lot of time, effort and manpower goes into offering the key features of a good store layout. Retailers use layout to influence customers' behavior by designing the store's flow, merchandise placement and ambiance. Layouts also help retailers understand how much revenue per square foot they are making; using this information, they can properly assess the strengths and weaknesses in their merchandising mix.
Predict Consumer Behavior:
One reason for the importance of store design is that the flow of a store's layout determines how customers shop. The longer a customer is in a store, the more likely she is to buy — therefore, the goal is to keep them shopping longer. Escalator placement (arrangement of the down and up escalators), arrangement of fixtures and even the placement of departments affect the store's traffic.
Sketch plans of different gallery spaces and show traffic flow:
This sketch includes a birds-eye viewpoint and elevation viewpoint (in-regards-to an interior view and exterior view). This shows how a gallery spaces can be depicted in a sketched form, different viewpoints provide the viewer with a larger capacity of knowing regarding buildings that are made or used as galleries/museums. Three-sided elevation drawing details of modern art museum building that includes a detailed view of flooring view with doors and windows view and staircase view details, balcony view with wall design, dimensions and roof or terrace view and much more of museum building details.
: a conscious state of mind or predominant emotion
Movement & Flow Form The definition of a flow is an act of moving or running smoothly, a movement of water or the continuous moving of ideas. Flow is the starting point of effort. It's in charge of the ongoing stability of all motions. Without any flow, movement would be contained to one area or space. It would be contained to only one motion.
Organic Form Organic forms look natural. Prohibited substances include most synthetic fertilizers and pesticides. They are irregular and may seem flowing and unpredictable. The most obvious example of organic forms are realistic representations of the natural world or living things.
Utilitarianism Form Utilitarianism is a theory of morality that advocates actions that foster happiness or pleasure and oppose actions that cause unhappiness or harm. Utilitarianism would say that an action is right if it results in the happiness of the greatest number of people in a society or a group.
Recycling Form Recycling – Recycling is the process of recovering material from waste and turning it into new products. The original product is destroyed in this process, usually through a melting process, but it used to form new products. Recycled materials or products have been treated using a special industrial process so that they can be used again: Stores and manufacturers are redesigning their packaging to include more recycled content.
Scandinavian Type Form This quintessential Scandinavian pairing of neutrals, leather and wood gives a natural atmosphere. As grey and brown vary from cooler tints to warmer shades it adds a sense of subtle sophistication to the warmth and wood furniture. Incorporating a touch of black adds another organic note.
(Extra Mood Board)
: to make less complex or complicated
Organic Form:
Utilitarian:
Get another primary photo
Do simplified drawings of this
Communal Spaces: A public space is a place that is generally open and accessible to people. Roads, public squares, parks, and beaches are typically considered public space. The Importance of Public Spaces: Public spaces are an important asset to our cities. They provide people many opportunities to come together and engage with the community. If public spaces are successful they are inclusive of the diversity of groups present in our cities and create a social space for everyone in the society to participate in. There are many factors that contribute to a successful public space, some factors (supported by Project for Public Spaces) are: The accessibility of the space: This includes how welcoming the space is and whether people can access the space the way they feel comfortable in. This includes disability access and making a space for everyone regardless of their circumstances to be a part of the society through public space. One good way to ensure public spaces are accessible is to provide good seating in them so that people can enjoy the space for a long time and seek respite (as illustrated in the images below). The comfort of the space: This is the ability for people to be themselves in the public realm. One of the greatest joys of going to a public space is so that people can express themselves fully. This might involve meeting new people, rekindling with old friends, participating in activities in the space or interacting with the public art in the space. These are all ways that people can be comfortable in the public sphere. One example of being comfortable in a public space is engaging with public art. The Bean Sculpture in Chicago is a great example of where people are comfortable to express themselves. Public art tends to create a very comfortable atmosphere for people to express their true selves and interact with the objects while bringing out the best in people. Creating sociability: Many scholars in human geography have explored this idea of ‘sociality’ in the public sphere. It is basically the interactions people have in the public space and about the connection this forms between the person and the space. This might include the social networks people form on the street or city squares. Creating an opportunity for people to meet new people in the public space is important because this adds to the sociability of public space. Having social events in the public space such as music concerts or hosting movies are also a great way to get people to engage with one another. This creates an intricate connection between the space and the people in it forming a sense of ‘togetherness’ in the space as stated by Doreen Massey.
Folded Paper Models:
Task 1:
Paper Model 1: This paper model has a theme of quadrilateral shapes, as there is four corners holding the structure in place as a foundation for the model. The vertex, the point at the top, is crafted by folding four corners. This type of structure could be found or used as a canopy in a social space such as a park or forest, possibly.
Paper Model 2: This paper model almost mimics the shape and the structure of a windsurfing boat, how the 'stream-line' vertical walls stand. With these paper models a trend has started to form as each model's foundation points, which keeps the model sturdy, has four foundation points. In other words, the base corner points keep the model standing upright.
Paper Model 3: This paper model has a different appearance to the previous models I have portrayed. However, there is a similarity as there is four foundation points to keep the model up. It has an outside tent sort of appearance, as it sort of canopies.
Further-Developed Models:
Model 1:
I have gathered inspiration from my previously made research, regarding retail store layouts. In terms of what a retail store needs, this ‘slatted-type’ design is not a crucial feature that a store must have, it is not part of the foundation of the structure or infrastructure. The design adds contextuality to the store, which in my opinion should be introduced or implemented within a store in a beneficiary basis. As, if a store has more design within it, the potential customer will remember it from visual memory. The design implements columns and pillars not only as an implementation of my past work, but as a infrastructural aspect. Which contrasts with how the pillarlooking feature was used originally, it was used as a design not as a structural feature but I have used it as a structural aspect to hold up the ceiling/roof. The pillars seem to be ‘piercing’ through the ceiling/roof, this is has been achieved to add context and structural intellect through visual representation.
Extra Viewpoints:
These are other viewpoints and captures that I have recorded on this page below. Different viewpoints provide the viewer with more of an understanding of the structure as there is a visual possibility of seeing and comprehending the shapes and scale-size of the structure.
Sketches: This type of structure could be used as a communal space. For example, this type of structure can be found in a park as a shelter for civilians from sunlight, rain or even as a casual seating area. The interesting aspect to this design layout is that both side elevations and the front elevation look very similar as four pillars can be seen in all three at either end (left or the right of the drawing).
Front & Side Elevations:
Perspective Sketch:
Bird’s Eye & Base Viewpoint:
Additional Development Slide:
I have attempted to remake the previous paper model into a different form, to show further development of the type of structure made for a certain area of space have added another wall to not only add contextuality but as a functional addition. It can make the structure feel slightly more enclosed that it is was before otherwise it is too exposed and open.
Model 2:
The tomato references throughout my slides are mentioned numerous times, as my interest strengthens for the shape of them and what ideas could be made from them too. My mood board even involves tomatoes, in the organic form mood board. Also, in my simplified drawings page I mention the existing building of the ‘HeydarAliyev-Centre’, which was made by Dame Zaha Hamid. This person provided me with the inspiration for this idea. My research on this architect showed me the building, which had strong correlations with the shape of a tomato. Therefore, this is something wanted to mention within my model idea. I though to be able to show these shapes within a three-dimensional aspect and viewpoint, a tensile structure would be the most ideal model structure choice.
Front & Side Elevations:
Bird’s Eye Viewpoint:
Perspective Sketch:
Close-Up View-Point:
Additional Development Slide:
I have attempted to remake the previous 'tensile-type' model into a different form, to show further development of the type of structure made for a certain area of space. Visually which is evident in some of the images, there is a slight plan for an interior which shows 'stairs' to show what it would look like if there were an interior. These models consist of features from my second and third models.
Model 3:
The inspiration for using wire to make this particular model, derives from my ‘Movement & Flow’ mood board. I used a photo of lines with curvature (on the left) which represent movement and flow of objects. This model has many corners as I didn’t want it to be a duplicate of my previous model of the tensile structure, but for this model I wanted to try out corners intertwined into each-other to make a template for an structural idea. The ‘stair-case’ design on the wire model, represents the idea that I wish to incorporate within my final piece. Which is to add a second story onto my structure. If there are stairs in a fashion store then it could infer that the company or business has mass products on offer which could determine the customer’s overall opinion on whether it is a good establishment or not, from a judgmental point of view.
Front & Side Elevations:
Bird’s Eye Viewpoint:
Perspective Sketch:
Model 4:
Front & Side Elevations:
Bird’s Eye Viewpoint:
Perspective Sketch:
Final-Piece Model: In my final piece, I have been influenced by my previous models and research. The columns in the door-way of the fashionstore structure has been incorporated because of my research of fashion store and my first model. The tensile structure type design has derived from the my research about open-social areas and spaces and how it can be included within my overall design for my fashion shop.
Front Elevations:
This front elevation shows the different shapes and structures this fashion shop possesses.
Back Elevations:
This back elevation exclusively shows the geometric shapes of the windows, to show sunlight through to the shop’s interior.
Left-Side Elevations:
Both viewpoints from the left and right side view shows different shapes. The leftside view shows a varied amount and selection of shapes internally and externally. Whereas, the right-side viewpoint shows the back/exterior.
Right-Side Elevations:
Bird’s Eye Viewpoint:
The bird’s-eye view and perspective show the fashion store structure in a different way, which gives the viewer a better understanding of the structure without actually physically being there.
Perspective Sketch:
As a summary of the SketchUp photos of the different viewpoints available. The viewer is able to see the interior, and how much is in there, for example the clothe hangers and models that are visible, can be seen from a vertical, horizontal, bird’s-eye and perspective viewpoint. With using the different viewpoint tools and buttons within SketchUp, Revit and AutoCAD.