STORE DEVELOPMENT 1
3.1. Store design & Layout 3.1.1. Store Design 3.1.2. Store Layout 3.2. Store build out 3.2.1. Fixture system & construction elements Fixture System Construction elements Interior Exterior Technical installations 3.2.2. Build out process Process overview Process guidelines & steps 3.3. Roles & Responsibilities Files & Tools
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STORE DEVELOPMENT 2
3.1. STORE Design & Layout When customers walk into a Rockport store, they are walking into a 3D expression of the brand in which every type of element – light and colors, shapes and textures, products and communication – must have its proper place. These store design templates fully integrate all elements and enable an efficient and standardized execution at POS. The global Rockport retail concept ensures the consistent expression of the Rockport brand in all stores. It supports a fully integrated approach to store design, product densities, presentation, communication elements, etc.
Global Retail Development (GRD) supports the markets along all steps of the store development process. The Rockport approach ensures consistent execution across markets: • Global standards and guidelines for store layout • Modular global fixture and furniture concept • Global resources for supplied components • Standard process, planning and tools
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STORE DEVELOPMENT 3
3.1.1. Store design OBJECTIVES AND PRINCIPLES OF THE DESIGN: • Show brand in 3D environment • Attract new consumers including women without alienating existing consumer base. –– Women’s merchandise displayed in front of store –– Dual gender window presentation –– Clear site lines to men’s department • Integrate communication system –– Window graphics re-inforce energy drivers / key product stories –– Rolling shelving graphics provide seasonal “newness” –– Communication blocks support consumer benefit and technology information • Provide a contemporary, warm and inviting atmosphere –– Natural woods and warm colors –– Finely upholstered, comfortable seating –– Soft general lighting • Maintain cost control –– Standard materials and execution –– Durable laminates and finishes • Maximize flexibility –– Modular furniture system –– Multiple sizes in all components (shelving, tables, cashdesk) allow the design to adapt to all store formats
Finally, the objective is to create a unique consumer experience and exceptional service model based on an innovative store concept where merchandise is “stocked” on the selling floor delivering the following: • Superior consumer service: the stock is more accessible and the sales associate remains engaged with the customer at all times • Improved space efficiency: the selling area is much larger and the small Rockport stores appear more generous and inviting • Increased staff productivity: sales staff can remain engaged with consumer and not abandon the selling area
Create a unique consumer experience and a superior service model
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STORE DEVELOPMENT 4
The store and fixture concept is based on the 9 key elements outlined below. All material specifications, and manufacturer and supplier information can be found in the Files & Tools section 3.2 on line. The 9 key elements all fall within 1 of 4 clearly defined categories within the store: 1. Store Front / entry 1. FaÇade • The storefront maximizes visibility into the store with large display windows and minimal supporting structure • Dark natural tile and textured glass contribute to our signature, unique design • Rear illuminated letters contrast strongly with the dark tile background creating strong brand identification and a modern, sophisticated storefront
2. Windows • Display windows feature an integrated platform and tiered display table for greater product visibility and impact • Tension support cables provide a flexible graphic execution
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STORE DEVELOPMENT 5
2. Merchandizing 3. SHELVING SYSTEM • The arch – dark grey gypsum board area around the shelving system. Frames the product on all sides drawing one’s eye to the center of the wall system. Integrated adjustable lighting runs throughout the arch to highlight key merchandize. Flexible seating on the base of the arch enabling closer proximity to merchandise options when servicing the consumer. • Standard shelves – the white shelving unit features fully integrated lighting to evenly illuminate all merchandise • Feature wall – oak perforated panels to feature seasonal stories for energy drivers • Focus wall – clearly defined dominant areas within the store utilizing custom oak shelving to highlight new businesses (handbags / accessories) or cross merchandising opportunities
4. Floor Fixtures • Low profile two-tiered tables do not hinder site lines and provide even surface merchandizing opportunities. Varying material display boards and blocks enable differentiation with the product stories • Accessories – each with a dedicated fixture and strategically featured near the cashdesk for multiple items per transaction
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STORE DEVELOPMENT 6
3. Visual Communication 5. WINDOWS • Tension support cables provide a flexible graphic execution
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7
6. BRAND WALL • Reinforces our Brand identification and anchors the rear of store by tying into storefront sign utilizing the same materials
7. ROLLING Stock Shelving • Rolling stock shelving is an extension of the selling floor and adds greater density to traditional fixed shelves and increases the stock capacity of the store
WATCH OUT Rolling shelving and the magnetic graphic solution will vary by country. Determine availability of these items when selecting vendors.
8. COMMUNICATION BLOCKS • Provide consistent means of displaying benefit and technology information close the product
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STORE DEVELOPMENT 7
4. SERVICE 9. CASH DESK + SEATING • Cash desk – contemporary design with large surface area for ease of transactions • Finely upholstered armchairs reinforce a comfortable contemporary environment
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STORE DEVELOPMENT 8
3.1.2. Store Layout Store size The Rockport store concept is highly flexible. Store sizes can range from 1200 SF (United States) to as small as 750 or 400 SF. Regardless of store size and shape the design principles remain consistent.
Floorplan Hongkong 7.7m
Rolling Storage Cabinet 1.73 m x 2.44m
Wall Display System Men (approx. 90 SKU)
0.75m
1.2m
6 X 224 = 1.536 prs
Accessories Top, small Accessories Display, small
2.7m
5.05m
The typical store frontage ranges from 18 – 25 feet. Ensure adequate depth and wall space to support merchandise assortment.
Mirror and Belt Display
Sales area: 280 SF / 26 SM 1.2m
Back office: 140 SF / 13 SM
The store is divided into selling space and backroom.
Approx: 178 articles on display Shoe stock: 1.536
1.73m 0.75m Selling space – basic principles • Stock always on the floor to allow continuous direct Floorplan Russia interaction with customer • Clearly defined aisles from entry toward the back of the store • Clear gender separation, women in front in line with global strategy to grow women segment • Clear separation of window display by gender, ideally using two windows, can be done in one window using Glass 1.2m Entrance 2.65m Gla ss 1.2m props 5.05m • Traffic approaching store should first see product, not rolling racks • Minimum aisle width between rolling racks and 1.150m 10.900m furniture, maximize aisle width between product and 9.750m furniture Floorplan Las Vegas
Wall Display System Women (approx. 120 SKU)
FLOORPLAN WITH 1.536 PCS STORAGE 1:50
1.73m
3.1 0 m 2.9 0 m
Rolling Storage Cabinet Women
Wall Display System Men (approx. 160 SKU)
2 X 280 prs = 560 prs
3 shop window
Functional Board
Ho PROJECT NO:
5.450m 6.800m
roll shutter
Brand Wall
Part PLAN NO:
5" @ 128 prs doublesided = 256 prs
INDEX: FILE NAME:
Sales area: 710 SF / 66 SM
FORMAT:
H= 3.830
beam'sarticles on display Approx:Up to214
Shoe stock: 2.305 1
1.350m
2
Arch overhead
Back office: 65 SF / 6 SM
B
ROCKPORT TC 'Mega' Teply Stan, Moscow, Russia
1.219m
1.524m
1.733m
PROJECT NO:
RP204 W indow Display W indow Visual
PROJECT TYPE: NEW STORE CONCEPT
Partition Plan EP
PLAN NO: Feature Wall
FIGURES: BACKOFFICE SALES AREA
FILE NAME:
Men's stock
SCALE: Belt & Mirror FORMAT:
14 SQM 58 SQM
Cashier
SHOE STOCK 2.305 PRS (no boots)
Brand Wall 4" @ 100 prs doublesided = 200 prs
5" @ 120 prs doublesided = 240 prs in 12' height doublesided 270 prs
Cash Desk Shoe 5.7"Care @ 140 prs doublesided = 280 prs
Sock Display
e A250_partition 1:50 420/297mm
FIRST DRAWN/ BY:
06. Nov. 08_PK
LAST REVISION/ BY:
24. Nov. 08_PK
Window Display Window Visuals
WATER
A-250
Women's shoes INDEX:
Focus Wall
Stock
3.042m
Back room – basic principles • Receiving / staging area • Additional stock capacity • Manager desk • Technical requirements
Women's stock Men's shoes TOILET
Feature Wall
Focus Wall Cantilever Signage
WATCH OUT
ROCKPORT Concept development
Sales area: 1.200 SF / 111 Sm PROJECT NO:
ROC0008
Avoid moving existing electrical panels or sprinkler systems.
Back office: 200 SF / 19 SM2 FASHION SHOW CENTER
Avoid structural columns placed poorly throughout the store.
Approx: 220 shoes on display A-250
PROJECT TYPE: NEW STORE CONCEPT
LAS VEGAS
PLAN NO: INDEX:
a
Shoe stock: 4.200 prs (no boots) Backroom necessary to receive product. Markets have to understand traffic patterns
FILE NAME:
.vwx
SCALE:
1:10
FORMAT: FIRST DRAWN/ BY: LAST REVISION/ BY:
RP206_A
SCALE:
A
2 X 240 prs = 480 prs
ROC TIMES S
PROJECT TYPE: NEW STOR
Wall Display System Women with Shelving (approx. 140 SKU)
Rolling Storage Cabinet Men
C
Mirror
Functional Board Accessory Women
New Location Electric Board
ELEVATION 1:50
Functional Board
Functional Board Accessory Men
2.44m
4 X 270 prs +135 + 50 prs = 1.265 prs
Backoffice Rolling Storage height 12'
2.4 0 m
A3 25. May 09_PK 2. June 09_JDS
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FIRST DRAWN/ BY:
2
LAST REVISION/ BY:
2
STORE DEVELOPMENT 9
3.2. Store Build out SPACE PLANNING Rockport Global Retail Development will furnish an approved fixture layout for all mono brand retail stores. Once a selected site has been approved and the workplan has been submitted a fixture plan will be developed based on the points listed below. One of the most critical success factors in shoe retail is to keep sufficient stock on hand to avoid losing sales due to unavailability of sizes. The first step in layout development is to define the # Articles on display / # Pairs on stock ratio This articles / stock ratio is determining how much space needs to be allocated to the stock area (on and off the selling space) and how much space can be used for shelving and display of shoes. The following factors needs to be considered to define the required stock capacity: • Average number of articles on display • Average number of sizes and widths per article • Replenishment cycle and speed All of the above points must support your financial plan. All data must be included on the project plan work sheet found in the Files & Tools section on line.
E.g. in the US, these parameters typically play out as follows: Sales area: 1200 SF / 110 SM Back office: 200 SF / 19 SM Average number of aricles on display: 220 (100 men, 120 women) Men average number of sizes and widths: 10 sizes, 2 widths => 20 pairs per article to stock every size once Women average number of sizes and widths: 10 sizes, 1 width => 10 pairs per article to stock every size once Total average number of sizes and widths: 10 sizes, 1.5 widths => 15 pairs per article to stock every size once Replenishment cycle and speed: 1 – 2 times per week, 4 – 7 days depending on store location Depending on the replenishment cycle and speed, it is usually not sufficient to keep every size and width on stock only once, but 1.2 – 1.5 pairs per size and width are required. E.g. for the US this means the following: Average number of pairs per size and width: 1.3 Total number of pairs per article: 1.3 x 15 = 19.5 Total required stock capacity: 4,300 Based on this the ideal store size and store layout reflecting the layout principles has been developed as shown on page 10/11.
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3.2.1. Fixture system & CONSTRUCTION ELEMENTS Fixture System WATCH OUT
Find below the entire fixture list of the store concept; further details can be found in the Files & Tools section 3.2.2 on line.
All fixtures are manufactured utilizing plastic laminates and must not be varnished or painted medium-density fiberboard (MDF).
STOREFRONT / ENTRY tiered window unit: 30" × 48" × 26.25" (0.76 × 1.2 × 0.67 M)
Please refer to the tools section for fixture draw- ings & specifications
MERCHANDizING
SHELVING UNIT: 15" × 78" × 61.5" (0.38 × 1.98 × 1.56 M)
FEATURE WALL: 49.5" × 61" × 16" (SHOWN) (1.3 × 1.5 × 0.4 M (SHOWN)) OPTIONAL 33" × 61" × 16" (0.8 × 1.5 × 0.4 M) 16.5" × 61 × 16 (0.4 × 1.5 × 0.4 M)
FOCUS WALL: size varies (custom) CENTER DISPLAY TABLE: 30” × 30” × 27”1.50.4 (0.76 × 0.76 × 0.68 M)
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CENTER DISPLAY TABLE 30" × 30" × 27" (SHOWN) (0.76 × 0.76 × 0.68 M) OPTION: 30" × 48" × 27" (0.76 × 1.21 × 0.68 M)
Accessory Freestanding unit 19" × 24" × 56" (0.48 × 0.6 ×1.4 M)
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VISUAL COMMUNICATION ROLLING RACKS COMMUNICATION CUBE: 5" × 10.25" × 12" (0.12 × 0.26 ×0.30 M)
OAK PERFORATED BOARD: 12" × 30" × 5" (0.30 × 0.76 × 0.12 M)
WHITE CORIAN BOARD: 10.25" × 12" × 5" (0.26 × 0.30 × 0.12 M)
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SERVICE
CASHDESK 30" × 72" × 36" (SHOWN) (0.76 × 1.82 × 0.91 M) OPTION: 30" × 48" × 36" (0.76 × 1.21 × 0.91 M)
SEATING PAD: 17.75" × 22" × 2" (0.45 × 0.55 × 0.05 M)
ARMCHAIR 26" × 28" × 27" (0.66 × 0.71 × 0.05 M)
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3.2.1. Fixture system & construction elements
Construction Elements – Interior
1
2
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Arch construction • Please refer to the elevation drawings of the prototype set for details • Maintain all distances above the finished floor (bench, shelves, top of arch) • Ensure top of arch base is covered with oak veneer panels 1
Wall system • Ensure you have adequate blocking to support shelving units • Please refer to the prototype drawing set for details 2
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3.2.1. Fixture system & construction elements
Construction Elements – Interior
1
2
3
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Lighting • Ensure all wall fixtures have self contained shelf lighting fixtures • Top of arch construction to house dual head directional fixtures • Maintain wattage differential with fixtures as outlined on prototype plan and lighting schedule • Refer to the prototype lighting plan • Additional information and all fixture cut sheets can be found in the tools section 1
Ceiling treatment • In most cases in stores over 1,000 SF (93 SM) a color or paint change is used over the men’s and women’s departments • Small format stores need only use basic white paint • GRD will provide direction on a store by store basis 2
3 Flooring • All stores to exhibit porcelain tile and carpet flooring as detailed on prototype drawings • Maintain flush transitions between surface changes • Walk-off mats may be used for outside or stand-alone locations • Level or skim the existing floor before installing rolling shelving system • Maintain “brick” style tile pattern as outline on prototype floor plan
Please refer to the Files & Tools section 3.2.1 – 3.2.2 for building details
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Back of house: LAYOUT AND PROCESS REQUIREMENTS • Keep 10 – 15 % of the total store square footage for backroom. This will accommodate additional shelving, receiving area, managers desk and lavatory • Ensure backroom safe is floor-mounted in a concealed area STOCK ROOM FIXTURES AND SHELVING • Please refer to the typical floor plans for example layouts • Shelving system information can be found in the tools section IT REQUIREMENTS AND PC INFRASTRUCTURE • Ensure there is adequate space for the manager’s desk and PC • Provide adequate power receptacles, voice and data lines STORE STAFF FACILITIES • In store lavatory should only be provided when directed by local code • Provide area for employee’s personal belongings (outerwear, bags, etc)
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3.2.1. Fixture system & construction elements
Construction Elements – Exterior Façade Each center will have very specific criteria for storefront design. This includes but is not limited to display window sizes, entry size and material specifications. The following principles are to be maintained at all times: • Floor to ceiling glazing for display areas (maximize visibility into store) • Maximize entry doors • Present duel gender merchandizing
Signage Most centers will have criteria and guidelines regarding all exterior signage. • Please maximize sign size while maintaining standards identified in the brand guidelines • Execute a “blade” or cantilever sign whenever possible (see pictures).
All material specifications, and manufacturer and supplier information can be found in the Files & Tools section 3.2.4. Please refer to the Files & Tools section 3.2.1 – 3.2.2 for building details
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3.2.1. Fixture system & construction elements
Construction Elements – Technical installations Local regulations need to be considered. General guidelines cannot be given. The following installations are needed and you have to watch for local regulations: Electrical requirements • Ensure there are adequate receptacles or junction boxes to support all lighted shelving units. (Refer to fixture drawings for placement) • Include duplex receptacles on the selling floor to support vacuums, etc. • Include sufficient support at cash wrap and managers desk area for all phone, data and POS equipment • Ensure storefront / exterior sign and display windows are set to timer when applicable HVAC requirements • Ensure adequate and even distribution of heating and air con diffusers • Thermostat to be located in non sales area with a remote sensor near storefront WATCH OUT • Avoid installing infrastructure that cannot be moved or is very expensive to move • Provide adequate power receptacles, voice and data lines • POS systems, security, traffic counters and other technical requirements vary greatly. Define the store’s specific needs early to ensure all architectural and engineering plans support these requirements
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3.2.2. Build out process General objectives: • Keep things simple for the local markets • Ensure consistency and good quality execution • Keep construction in established budget / proforma
The ideal solution to ensure quality and consistency is to have one global supplier. This will be enacted once the critical mass is achieved to make this setup economically viable. The mid-term objective is to build a network of “certified suppliers” which ensures both consistency and good quality. Currently we follow a “controlled localized” process. Local markets can execute with local vendors but the process requires close collaboration with global and approval of the layout, store front, lighting plan, materials and vendors. Global Retail Development reserves the right to select all vendors for a given project to ensure high quality standards are met.
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3.2.2. Build out process
Process overview The process consists of 10 key milestones, which are outlined below and described on the following pages. Note that the timing is different from market to market. There is some interaction required with the Global Retail Development team with clearly defined lead times. The detailed work plan can be found in the Files & Tools section 3.1.1
WATCH OUT In order to gain access to the directory of design elements (drawings, technical details and specifications) found on the website the workplan / timeline spreadsheet
TASK / JOB
RESPONSIBLE
Days / Leadtime (US Example)
1. Preparation
7
2. Store Layout and Preliminary Drawings
33
3. Construction Drawings
25
4. Permitting
25
5. Vendor Selection
20
6. General Contractor Selection
15
7. Fixture Production
45
8. General Construction
35
9. marketing and Merchandizing
4
10. Store Openinng
1
must be submitted to and approved by global retail development WATCH OUT The following key elements require approval from global retail development prior to developing full construction drawings: - Store layout - Lighting plan - Storefront elevation details
LOCAL
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Global / Local
Local / Store
- Materials WATCH OUT Local leadtimes may vary by market. Global leadtimes are to be considered.
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3.2.2. Build out process
process guidelines & steps 1. Preparation • Upon site approval you are required to select a licensed architect in your region. Select an architect with strong retail knowledge and preferably one familiar with the locale. The architect needs to assist in the development of both the project timeline and the project budget worksheet found in the Files & Tool section • Secure “as-built” drawings and tenant criteria documentation: The architect will work directly with the center to secure all background information on the selected space. This will help create the initial floor plans • Site survey: It is recommended the architect conduct a site survey to verify existing conditions. Please use the site survey document in the tools section. Please ensure the survey includes all mechanical elements to know up front the condition of the HVAC units to avoid expensive replacements if possible. • Submit to GRD the leased outline drawing (lod) of your selected location along with any background information defining the existing conditions (location of restroom, electrical panel, etc), any landlord requirments and the completed process spreadsheet with the necessary data (sku and stock requirements)
plans. If revisions are necessary the plans must be re-submitted • Once GRD has given its approval you may submit to the landlord for approval. Please note – each landlord or center’s submission requirements may vary. Typical requirements include the above mentioned drawings and a material or finish board. Please allow up to 10 working days for the landlord review process
3. Construction drawings • Upon receiving landlord approval the remaining construction drawings can be completed. Full construction drawings include all demolition plans, construction details, floor plans and finishes, elevations and all mechanical, electrical and plumbing • Please allow up to 25 working days for plans to be completed • Please note: do not wait to receive landlord approval to start this process • Please refer to the workplan / timeline (Files & Tools 3.1.1) for step overlap details
2. Store layout and preliminary drawings • Global Retail Development will supply an approved fixture plan for all projects. Once this plan is received your local architect and develop the preliminary construction drawings. The following architectural drawings are re-submitted to GRD for approval: –– Fixture plan –– Reflected ceiling (lighting) plan –– Storefront elevation –– Exterior sign details In addition a material board of all fixture and architectural finishes must be submitted to GRD for approval. • GRD will review, revise or approve your submitted
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4. Permitting • Once the construction drawings have been completed you must apply for a building permit. Permit requirements vary greatly by region or country. The architect will give guidance in the permit application process • The review time for the permit will also vary greatly. Please have an understanding of the typical review time when applying and know how this may impact the total project timeline. Permit expeditors may be available to assist in this process • In parallel to applying for the building permit use this time to secure bids from multiple general contractors. Use the bid breakdown form in the Files & Tools section 3.3.1
5. Vendor selection The sourcing strategy for all supplied components has to be determined in parallel to the permitting process. You may work directly with GRD and import items or, alternatively, source locally. Once preliminary costs and timelines for both scenarios have been reviewed and a strategy has been determined please follow the following steps for either scenario: • Global: Contact GRD for the items you wish to import. This includes but is not limited to fixtures, furniture and flooring. Please note: lighting cannot typically be imported from North America. A timeline will be developed and quotes will be furnished for ordering provided items do not negatively impact the project timeline or budget • Local: If you opt to source materials and furnishing locally you are required to follow these guidelines: – Contact local representatives / suppliers of for the approved / standard materials and furnishings. Local contact information for most supplied components can be found in the tools section If you select items other than the approved specifications all supplier / manufacturer details and material samples have to be submitted to GRD for approval. All technical drawings for all fixtures can be found in the tools section for local fabrication • Sourcing of all supplied components in either scenario must be approved by GRD to maintain quality and value standards Global Retail Development reserves the right to approve and select all vendors for a given project.
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6. General contractor selection • Markets are expected to bid the general construction to a minimum of three contractors. Please see the Files & Tool section 3.3.1 for bidding documents • The project may be awarded once all bids have been received. Please consider the following points when selecting your general contractor: – Price – the lowest bid is not always the best decision. Have a clear understanding of the bid and ensure the quote is accurate in relation to the scope of work – Timing – make sure your contractor can deliver the project to meet your opening date • References and credibility – do some background investigating to ensure your contractor has delivered some high quality retail projects in the past 7. Fixture production • Once a sourcing strategy has been determined please allow 45 days for any custom fixture fabrication • If producing fixtures locally, your supplier is required to submit materials for those other than the specifications provided in the Files & Tools section 3.2.2 or called out on drawings
8. General construction • The duration of the project will vary by country and is also contingent of the existing conditions of the store • Please allow for 4 – 8 weeks for construction. Please demand a detailed timeline from your contractor at the beginning of the project • Please ensure delivery dates of all supplied components are included on all construction timelines • If barricade construction is necessary, the graphics provided by GRD must be used. Barricade graphics are available on Media Bin • Upon completion of construction please conduct a final walk through and punch list with the general contractor. A standard punch list document can be found in the Files & Tools section 3.3.3
9. MARKETING & Merchandizing • Upon completion of construction you can start to stock and merchandize the store • Please allow up to 4 days to stock and merchandize the store • Ensure all marketing and grand opening plans are in place. Grand opening graphic templates can be found on MediaBin.
10. Store opening • Once all product has been effectively merchandized and the store is adequately staffed you may open your store for business • Upon opening all non-selling activities may end • Stores are encouraged to open for the first full day of business, not mid day or evening
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3.2.3. ROLES AND RESPONSIBILITIES
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