Br i ngi ngbackt heBr i ckandMor t arRet ai lModel I NT RODUCI NGT HEI NDI ANNI CHE , E T HNI CBRAND‘ F ABI NDI A’ I NT HEAME RI CANMARKE TT HROUGHAS T AT E OFT HEART , ANDF I RS TOFI T SKI NDF L AGS HI P , RE T AI LS T OREI NNE WY ORKCI T Y .
S HI VI KAGUL AT I Di r ec t edT hes i s , MF A2, F a l l 2017 Pr of es s orL i s s e eCa r r er a
CONTENTS
I NT RODUCT I ON T he s i sT opi c ; Cl i e ntPr oямБl e ; De s i g nPr obl e m/ Cons i de r aons VI S UAL I S AT I ONE XE RCI S E P ot e na l Que sons / Comme nt s CAS ES T UDI E S # 1-E a t a l yNY C-Ne wY or k # 2-F a bI ndi aE x pe r i e nc eS t or e-Ne wDe l hi , I ndi a # 3-He r ma nMi l l e rF l a g s hi pS t or e-Ne wY or k # 4-T or yBur c hF l a g s hi pS t or e-Ne wY or k I NT RODUCT ORYE S S AY POT E NT I ALS I T E S # 1-411, L a f a y e eS t r e e t , Ne wY or k 32-125We s t25t hS t r e e t , Ne wY or k BI BL I OGRAPHY
I NTRODUCTI ON I NT RODUCI NGT HEI NDI ANNI CHE , E T HNI CBRAND‘ F ABI NDI A’ I NT HEAME RI CANMARKE TT HROUGHAS T AT E . OFT HEART , ANDF I RS TOFI T SKI NDF L AGS HI P , RE T AI LS T OREI NNE WY ORKCI T Y
CL I E NT F a bI ndi ai sa nI ndi aba s e dc ha i ns t or er e t a i l i ngg a r me nt s , f ur ni s hi ng s , f a br i c sa nde t hni cpr oduc t sha ndma deby . c r as pe opl ea c r os sr ur a l I ndi a E s t a bl i s he di n1960, F a bI ndi as t a r t e doute x pornghomef ur ni s hi ng s , be f or e . s t e ppi ngi nt odome scr e t a i l i n1976, whe ni tope ne di t sfir s tr e t a i l s t or ei nNe wDe l hiT oda yi tha sov e r250 s t or e sa c r os sI ndi aa nda br oa d. F a bI ndi as our c e si t spr oduc tf r oma c r os sI ndi at hr oug h17c ommuni t y owne dc ompa ni e s ; ac e r t a i npe r c e nt a g e . oft hes ha r e sofwhi c ha r ehe l dbya rs a nsa ndc r a pe r s ons T hepr oduc t sa r ema i nl ys our c e df r omv i l l a g e s he l pi ngt opr ov i dea nds us t a i nr ur a l e mpl oy me nti nI ndi a . T he ya r ec ur r e nt l ypr oduc e dbyov e r40, 000a rs a ns . a ndc r as pe opl ea c r os sI ndi a T heha ndc r ae dpr oduc t sa l s oe nc our a g eg oodc r as ma ns hi p.
DE S I GNCONS I DE RAT I ONS -I nt r oduc i ngal oc a l , e t hni cbr a ndt oa ni nt e r naona l ma r k e ta ndc r e anga ni de nt y , i ma g ea ndbr a ndv a l ue t ha tt hene wa udi e nc ec a ni de nf ywi t h. . -Ca pt ur i ngt hee s s e nc eoft hes a i dbr a ndwhi l ede s i g ni ngi t ss pa c et ohe l ps e l l t hebr a ndbe e r Hi g hl i g h ngt he . humbl e , or g a ni cr oot soft hebr a nda ndwe a v i ngas t or ya r oundi t -P ot e na l l yr e s ha pi ngs omeoft hebr a nde s s e na l st ohe l pfitbe e ri na ni nt e r naona l ma r k e t , whi l er e t a i ni ng . i t si de nt y : -Cr e angas e tofa nc i l l a r ys e r v i c e st os uppor tt her e t a i l s t or e . 1. I nt r oduc i ngl oc a l , e t hni cmus i ca nda r t st hr oug hwor k s hops , t he a t r ea cv ie s 2. Cr e anga ne v e nts pa c ef orpubl i ci nt e r a con. . 3. Cr e anga ne a t e r y / c a f ét oc a t e rt ot hepe opl eus i ngt her e t a i l f a c i l i t y . 4. De s i g ni ngas t udi os pa c ef ora rs a nsa nda rs t st owor ki n; t ol e tt heus e rg r oupe ng a g ewi t ht hea rs t s
VI SUALI SATI ON
POT E NT I ALQUE S T I ONS / COMME NT S 1. T r yt obr i ngi nt hec ul t ur eoft hepl a c et hebr a ndsbe l ong st o. 2. Woul dt hei nt e r i orort hee x t e r i or( f a c a de )de s i g ni de nf yt hes t or e ? 3. Howwi l l t hi sdi ffe ri nt e r msofc ons ume re x pe r i e nc e , c ompa r e dt oot he rbr a nds ?Wi l l t hi sbr a ndbe i nge t hni c pr ov i des ome t hi ngdi ffe r e nt ? 4. Coul de duc aononc ul t ur ebei nc l ude dt oe x pl a i npr oduc t s ? 5. Howwi l l t hi sr e t a i l s t or es uc c e e di nNe wY or kCi t y ? 6. Wha twi l l t he ys e l l ?Wha ti ss pe c i a l a boutt hec ul t ur e ? 7. Whyc hoos eNe wY or k ?Wha ti st her e l aons hi pt os i t ec ont e x t ? 8. Wha tk i ndof( c ul t ur a l )hi s t or yi sbe i ngpr oj e c t e dt hr oug ht hi ss t or e ?
CASE STUDY#1
E AT AL YNY C L OCAT I ON: ARE A: ARCHI T E CT : YE AR: US E RGROUPS : Pr i ma r yS e c onda r yT e ra r y-
250, 5t hAv e nue , Ne wY or k , NY 50, 000s qua r ef e e t ; g r oundfloora ndt e r r a c e S e l fc ur a t e d 2011 Cus t ome r s ; T our i s t s ; F ooda ndWi nee nt hus i a s t s ; E v e nta e nde e s ; Cook i ngS c hool s t ude nt s E mpl oy e e s ; Che f s ; Wi neS ome l i e r s ; Choc ol ae r s Ma i nt e na nc eS t a ff; S uppl i e r s /Ve ndor s ; Bus i ne s sAs s oc i a t e s
CONCE PT T hes t or eha sbe e nde s i g ne da sa" me g a s t or e "t ha tc ombi ne se l e me nt sofabus t l i ngE ur ope a nope n ma r k e t , aWhol e F oods s t y l es upe r ma r k e t , ahi g he ndf oodc our ta ndaNe wAg el e a r ni ngc e nt e r . I t f e a t ur e sac ombi naonoff r e s hl ya v a i l a bl epr oduc e( me a t s , da i r y , s e a f ood, c hoc ol a t e sa ndwi ne )a nd e angop onsunde roner oof , t he r e byc a t e r i ngt oe v e r yf oodl ov e r ’ sdr e a m.
CONT E XT T he‘ F I RS TBRI CKANDMORT ARPROPOS E DRE T AI LS T OREf orF ABI NDI AI NNE WY ORKCI T Y’ ( t he s i s pr oj e c t ) , a i mst ounde r s t a ndhowac e r t a i n, l oc a l c ul t ur eha sbe e ni nt r oduc e dt ot hei nt e r naona l ma r k e t . I ta i mst oe mul a t et hi sr e t a i l c onc e ptmode l a ndpr e s e nti tt oa ni nt e r naona l ma r k e ti nawa y t ha ti ti sa bl et oc r e a t eani c hef ori t s e l fa ndpr ov i det hea udi e nc ewi t hane v e r s e e nbe f or e , whol e s omer e t a i l e x pe r i e nc e .
ARE APROGRAM ANDORGANI S AT I ON Numbe rofF l oor s–2;g r oundfloora ndt e r r a c e . Gr oundF l oor : -T hef r ontha saL a v a z z ac offe es hop, ag e l a t e r i a , a ndapa ni not e c a -Af r e s hpa s t ac ount e r -Ba k e r y -S t a ndsf ort hebut c he r , fis hmong e rwi t hl oc a l l y s our c e dpr oduc e -Dr y , pr e pa c k e dg oods -Ac ook i ngs c hool " L aS c uol a “ , unde rt het ut e l a g eofDe a nL i di aBa sa ni c h -Ar a ng eofdi ffe r e ntr e s t a ur a nt sa ndf oods t a nds
T er r a c e: I tha sa300s e a t , 6, 000s q r oo oppa ra l l y e nc l os e dbe e rg a r de nont he15t hfloor , L aBi r r e r i a , a c c e s s i bl e f r oma ni ns t or ee l e v a t ora ndami c r obr e we r y .
L AY OUT
ORGANI S AT I ONOFS P ACE
E angZ one F r e s hPr oduc eZ one Dr yPr oduc eZ one S pe c i a l Us eZ one
COL OR, MAT E RI ALa ndL I GHT I NGANAL YS I S
: RE T AI LS P ACE . T hewa l l sha v ebe e nk e ptane ut r a l t oneofoffwhi t e , t of oc usont heme r c ha ndi s e We ta r e a sl i k et hes e a f ood, . me a t , pa s t as t aonsha v ebe e nl e dt oa l l owf ore a s yma i nt e na nc e S omef e a t ur ewa l l sha v emos a i cl ewor kor . bui l t i nmi l l wor k S he l v e s-bui l ti na ndf r e es t a ndi ng-ha v ear e c l a i me dwoodfini s h, t og i v ea ne a r t hy , E ur ope a ns upe r ma r k e t . l ook . Al l f r e s hpr oduc ei ss t a c k e dupi nc a neba s k e t s . Ha ndwr ie ns i g na g e sha v ebe e npl a c e da tr e g ul a ri nt e r v a l s . T hefloor i ngi sac ombi naonofs t one l e sa ndmos a i cl e s
: RE S T AURANT S /F OODS T ANDS . E a c hr e s t a ur a ntf e a t ur e sas l i g ht l ydi ffe r e ntt he mewi t ht hewa l l sr e fle cngt ha tpa rc ul a rc ol orpa l ee . . T hes e angi smi ni ma l i sci npl a sc Di ffe r e ntc ol or e dt a bl e c l ot hsha v ebe e nus e di ndi ffe r e ntf ooda r e a s . T hefloor i ngi sac ombi naonofpr i nt e ds t one l e sa ndmos a i cl e s . T hec e i l i ngha sa ne x pos e dfini s ht oi t . T r a c kl i g h ngi sc ommonbutpe nda ntl i g h ngha sbe e nus e dt oi l l umi na t et hes pa c ea rfic i a l l y
E VAL UAT I ON:PROSa ndCONS
: PROS . T hes t or eha ss uc c e s s f ul l yr e c r e a t e dt hel ookoft het r a diona l E ur ope a ns upe r ma r k e t T hepr e s e nc eofe ang . op onsa tr e g ul a ri nt e r v a l sa ddt ot heov e r a l l r e t a i l e x pe r i e nc ef ort hes hoppe r . Mulpl ee nt r ya nde x i t spoi nt se ns ur ee a s yc i r c ul aonf orhe a v yf oott r a ffic . Me r c ha ndi s eha sbe e nl a i doutwe l l wi t ha mpl es pa c ef orc i r c ul aona r oundi t . Ha ndwr ie ns i g na g e she l pt hec us t ome runde r s t a ndt hebr a nde t hosa nds pi r i t : CONS . L i g h ngi nbuffe rs pa c e sr e ma i nsdi mt he r e byf a i l i ngt oi nt e g r a t et hes t or ea sas i ng l euni t . T heba c kofhous eha snotbe e nc onc e a l e dwe l l , ma k i ngi ta c c e s s i bl et ot heg e ne r a l c ons ume r Ac ousc a l i s s ue si nt hes t or e( owi ngt ot hee x pos e dc e i l i nga nd l e dfloor )ne e dt obea ddr e s s e d.
CASE STUDY#2
FabI ndi a
‘ Ce l e br a t eI ndi a ’
ABOUTF ABI NDI A F a bi ndi ai sI ndi a ' sl a r g e s tpr i v a t epl a or mr e t a i l i ngpr oduc t st ha ta r ema def r omt r a diona l t e c hni que s , s k i l l s . a ndha ndba s e dpr oc e s s e s T her a ng eofpr oduc t si nc l ude sa ppa r e l we a rf orme n, wome na ndc hi l dr e n; pe r . s ona l c a r epr oduc t s ; ha ndc r ae dj e we l l e r y ; homef ur ni s hi ng sa ndf a br i c sa ndor g a ni cf oods F a bi ndi al i nk sov e r55, 000c r a ba s e dr ur a l pr oduc e r st omode r nur ba nma r k e t s , t he r e byc r e angaba s ef or . s k i l l e d, s us t a i na bl er ur a l e mpl oy me nt , a ndpr e s e r v i ngI ndi a ' st r a diona l ha ndi c r a si nt hepr oc e s s T HEVI S I ON “ AtF a bi ndi awec e l e br a t eI ndi a , a nde nde a v ourt obr i nga l l t ha twel ov ea boutI ndi at oc us t ome r sa r oundt he wor l d, pr ov i di ngt he mwi t hac hoi c eofpr oduc t s–a ndl i f e s t y l e–t ha toffe r sa na l t e r nav et ot hema s s . pr oduc e d, whi l ec r e angs us t a i na bl el i v e l i hoodsi nt her ur a l s e c t or Wea i mt os t r e ng t he na nds uppor tourc ommuni t yofc us t ome r s , de s i g ne r s , a rs a ns , f a r me r s , ma k e r sa nde nt r e . pr e ne ur si ns pi r e dbyI ndi a”
. F a bi ndi apr oduc t sa r ede r i v e df r omt r a diona l c r a sa ndk nowl e dg e Al a r g epr oporonoft he s ea r es our c e d f r omv i l l a g e sa c r os sI ndi awhe r et hec ompa nywor k sc l os e l ywi t ht hea rs a ns , pr ov i di ngv a r i ousi nput si nc l udi ng . de s i g n, qua l i t yc ont r ol , a c c e s st ofina nc ea ndr a wma t e r i a l s Cur r e nt l y , F a bi ndi aha sov e r230r e t a i l out l e t si nI ndi aa nda br oa d.
F ABI NDI AE XPE RI E NCECE NT RE L OCAT I ON: ARE A: ARCHI T E CT : YE AR: US E RGROUPS : Pr i ma r yS e c onda r yT e r t a i a r y-
L oc a l S hoppi ngCompl e x , S hopNo. 10, Ne l s onMa nde l aMa r g , Va s a ntKunj , Ne w De l hi 110070, I ndi a 10, 000s qua r ef e e t ; 5s t or e y s S KAr c hi t e c t s , Mumba i , I ndi a 2017 Cus t ome r s ; T our i s t s ; De s i g ne r sa ndCl i e nt s ; F oode nt hus i a s t s E mpl oy e e s ; We l l ne s sCe nt r eE x pe r t s ; I nt e r i orDe s i g ne r s Ma i nt e na nc eS t a ff; S uppl i e r s /Ve ndor s ; Bus i ne s sAs s oc i a t e s ; Cr as me n&Ars a ns
CONCE PT . I ti saoneofi t sk i ndfla g s hi ps t or et ha tc a t e r st ot hene e dsoft hee nr ef a mi l y Apa r tf r omi t sr e g ul a r i s e dpr oduc toffe r i ng s , t hi sfiv e s t or i e dr e t a i l c e nt r ehous e ss pe c i a l i z e dz one sl i k ea nAl t e r aonS t udi o, aKi ds ’ Z one , a nI nt e r i orDe s i g nS t udi o, a nOr g a ni cI ndi aWe l l ne s sc e nt r ea ndac a f é ; a l l i nt hee ffor tof . ma k i ngt hes hoppe r ’ ss hoppi nge x pe r i e nc ee v e nbe e r
CONT E XT T he‘ F I RS TBRI CKANDMORT ARPROPOS E DRE T AI LS T OREf orF ABI NDI AI NNE WY ORKCI T Y’ ( t he s i s . pr oj e c t ) , a i mst oe mul a t ea nddr a wf r omt hi sne we rbus i ne s sa ndr e t a i l c onc e ptmode l I ta i mst ounde r s t a ndt hebr a nda ndt hev a l ues y s t e mt ha ti tr e pr e s e nt s , a ndpr e s e ntt ha tt oa ni nt e r naona l ma r k e ti nawa yt ha ti ti sa bl et oc r e a t eani c hef ori t s e l fa ndpr ov i det hea udi e nc ewi t hane v e r s e e n. be f or e , whol e s omer e t a i l e x pe r i e nc e
ARE APROGRAM ANDORGANI S AT I ON Numbe rofF l oor s–5i nc l udi ngaba s e me nt : Gr oundF l oor -Ki dswe a rs e con -Giwa r e -P e r s ona l c a r epr oduc t s -Or g a ni cf ood -T heOr g a ni cI ndi aWe l l ne s sCe nt r e–T he ypr omot ehe a l t hy , c ons c i ousl i v i ngt hr oug hi nf or maon, e duc aon . a ndi nnov av epr oduc ts ol u ons T hede s i g na t e ds pa c ee nc our a g e sc us t ome r st oi nt e r a c twi t ht r a i ne dc ons ul t a nt s , e x pl or ewi der a ng eofpr oduc t sa ndk nowa boutpr og r a mst ha ta r es ol e l yde s i g ne da r oundor g a ni c whol ef oodnut r ion, s t r e s sma na g e me nt , de t ox i fic aona ndi mmuni t ybui l di ng , byr e nowne dwe l l ne s s . e x pe r t s
: S ec ondF l oor . Wome n’ sAppa r e l we a ri nc l udi nge t hi cwe a r , oc c a s i onwe a r , s a r e e s , s e pa r a t e s , j e we l l e r ya ndf oot we a r
ARE APROGRAM ANDORGANI S AT I ON : T hi r dF l oor Me n’ sAppa r e l we a ri nc l udi nge t hi cwe a r , oc c a s i onwe a ra ndf oot we a r ; wi t ha na ddiona l Al t e r aons t udi ot ha t . offe r sbe s pok es e r v i c e s
: F our t hF l oor -T heF a bCa f e: t hi sc a f ec e l e br a t e sI ndi a ’ sdi v e r s ec ui s i nea ndbr i ng sawi dea r r a yofdi s he sr e pr e s e n ngv a r i ous . . pa r t soft hec ount r yT hedi s he sonoffe ra r ef oc us s e donnut r iona nda r epr e pa r e df r e s ha ndor g a ni c a l l y . -Ki ds ’ Z one: ar e c r e aonz onef orpa r e nt st odr opofft he i rk i ds , s ot he yc a nha v ear e l a x e ds hoppi nge x pe r i e nc e
: Ba s ement I nt e r i orDe s i g nS t udi o( I DS )-I ti sa na ma l g a maonoft r a diona l t ouc ha ndf e e l pur c ha s i nge x pe r i e nc ewi t hpr o. f e s s i ona l i nput sf r ome x pe r t sa ndt e c hnol og yt ohe l pt hec l i e ntv i s ua l i s ea ndma k ebe e rc hoi c e s I ta l s opr ov i de sar a ng eofs e r v i c e ss uc ha sc ons ul t a nc yonl a y out s , ma ppi ngs pa c e s , pr oduc tc us t omi s aona ndc ol our . s c he mec oor di naone t c
COL OR, MAT E RI ALa ndL I GHT I NGANAL YS I S
: RE T AI LS P ACE . T hewa l l sha v ebe e nk e ptane ut r a l t oneofoffwhi t e , t ohi g hl i g htt heme r c ha ndi s e S omef e a t ur ewa l l sha v e . be e ndr a pe di nc us t omma def a br i c . S he l v e s-bui l ti na ndf r e es t a ndi ng-ha v ear e c l a i me dwooda nd/ org ol dme t a l l i cfini s h, t og i v ea ne a r t hyl ook T hefloor i ngi sac ombi naonofs t one l e sa ndwood. c e s s e dc e i l i ngl i g ht sha v ebe e nus e dt opr ov i dea mbi e ntl umi ne s c e nc e ; t r a c kl i g ht spr ov i def oc us s e dl i g h ng Re . . ont heme r c ha ndi s eWa r my e l l owl i g htha sbe e npr e f e r r e dt ol e ndac os y , home l yv i bet ot hes pa c e
CAF E : . . T hewa l l sa r eane ut r a l t oneofoffwhi t e T hef e a t ur ewa l l wi t hme r c ha ndi s ei sl e di nbl ue . T hes e angi smi ni ma l i sci nwood. S oe rt one sofc us t omma debl uef a br i cha v ebe e nus e df ort heuphol s t e r y . Pr i nt e dc us hi onsa ddac ont r a s tt ot heot he r wi s epa s t e l hue s T hefloor i ngi sac ombi naonofpr i nt e ds t one l e sa ndwood. T hec e i l i ngha sbe e npa i nt e dg r a ya ndha sar a w . fini s ht oi t . T hes pa c ei sna t ur a l l ywe l l l i ti nt heda yme P e nda ntl i g h ngha sbe e nus e dt oi l l umi na t et hes pa c ea rfic i a l l y ; . wi t hpe nda nt sma dei nc a nea ndbr a s s
COL OR, MAT E RI ALa ndL I GHT I NGANAL YS I S
: KI DS ’ E NT E RT AI NME NTZ ONE T hewa l l sha v ebe e nc us t omi s e dwi t ha r t wor kt oe ng a g ec hi l dr e na ndpr omot ei nt e r a con. . F r e es t a ndi ngpl a sc / PVCf ur ni t ur eha sbe e npr ov i de di nav a r i e t yofc ol or s . Re c e s s e dc e i l i ngl i g ht spr ov i dea mbi e ntl umi ne s c e nc e
E VAL UAT I ON:PROSa ndCONS
: PROS T hea ddionofne we rpr og r a mme sl i k et hea l t e r aons t udi o, we l l ne s sc e nt r ea ndt hec a f e ; a ndt heor g a ni s aon oft hev a r i ouse x i snga r e apr og r a mme st hr oug ht hefiv es t or e y she l pc r e a t eas moot hc i r c ul aonf ort heus e r ; . t he r e byi mpr ov i ngt heov e r a l l e x pe r i e nc eoft hes pa c e . Me r c ha ndi s eha sbe e nl a i doutwe l l wi t ha mpl es pa c ef orc i r c ul aona r oundi t . T hec hoi c eofma t e r i a l sa ddst ot hee a r t hy , home l yl ooka ndf e e l oft hes pa c ea ndpr omot e st hebr a ndi de nt y . F e a t ur ewa l l she l ps t a g et hepr oduc t suni que l y ; t he r e bye ng a g i ngwi t ht hec us t ome r : CONS . Ve rc a l c i r c ul aons pa c e sa r enoti nt e g r a t e dwi t ht hefloorl a y outa ndr e ma i ndi ml yl i t . F i ngr oomsne e dt obemor ec e nt r a l l ya c c e s s i bl ef r omt her e t a i l floors pa c e Ac ousc a l i s s ue si nt hec a f e( owi ngt ot hee x pos e dc e i l i nga nd l e dfloor )ne e dt obea ddr e s s e d.
CASE STUDY#3
HE RMANMI L L E RF L AGS HI PS T ORE L OCAT I ON: ARE A: ARCHI T E CT : YE AR: US E RGROUPS : Pr i ma r yS e c onda r yT e r t a i a r y-
251, P a r kAv e nueS out h, Ne wY or k , NY10010 6, 000s qua r ef e e t ; 2s t or e y s S e l fc ur a t e d 2016 Cus t ome r s ; T our i s t s ; De s i g ne r sa ndCl i e nt s E mpl oy e e s ; I nt e r i orDe s i g ne r s Ma i nt e na nc eS t a ff; S uppl i e r s /Ve ndor s ; Bus i ne s sAs s oc i a t e s
CONCE PT T heHe r ma nMi l l e rF l a g s hi pS t or ei nNe wY or kCi t yi si t sonl yphy s i c a l r e t a i l s t or ei na l l ofNor t hAme r i c a . T hes t or eha sbe e nde s i g ne dt os t a ndt e s t a me ntt ot heHe r ma nMi l l e rl i f e s t y l e , a ndf e a t ur e sf ur ni t ur e i t e ms , l i g h nge qui pe me nta ndot he ra c c e s s or i e sf r omt hebr a nda swe l l a sot he rpr omi ne ntde s i g ne r s . T hea i mbe hi nds e ngupt hes t or ei st oe s t a bl i s ht hebr a nda saf ul l fle dg e dl i f e s t y l eout l e ta ndt o e x pa ndi t sc ons ume rba s e .
CONT E XT T hr oug ht hi sfla g s hi ps t or e , t hebr a ndha ss e a ml e s s l yt r a ns f or me di t sonl i ner e t a i l pr e s e nc et oat r a di ona l , t ouc ha ndf e e l , phy s i c a l s pa c e ; wi t houtc ompr omi s i ngoni t si de nt ya nde s s e nc e . T he‘ F I RS TBRI CKANDMORT ARPROPOS E DRE T AI LS T OREf orF ABI NDI AI NNE WY ORKCI T Y’ ( t he s i spr oj e c t ) , a i mst odr a wf r omt hi sr e t a i l a ppr oa c h. I tf oc us e sont hene e df orhuma nt ouc hwhi l ee ng a g i ng wi t has pa c et ha tde fine st hebr a ndwe l l a ndhe l psbui l di t sc ons ume rba s e .
ARE APROGRAM ANDORGANI S AT I ON T hes howr oomi sabi l e v e l s pa c ewi t hpr oduc t sa ndf ur ni s hi ng sor g a ni s e da spe rdi ffe r e ntf unconsofe v e r y da y l i f e-s l e e pi ng , di ni ng , wor k i nge t c . T het wol e v e l sa r epa r ts howr oom, pa r ts hopa nde v e r y t hi ngv i s i bl ei son s a l e . Gr oundF l oor : T heg r oundfloorha sbe e nde s i g ne dt oe mul a t eahome ; wi t hs e conss e tupl i k eaf oy e r , al i v i ngr oom, abe dr ooma ndak i ds ’ r oom. I ta l s ohous e st hec a s hwr a pa nda c c e s st ot heba c kofhous e .
ARE APROGRAM ANDORGANI S AT I ON S ec ondF l oor : T hes e c ondfloorha sbe e nde s i g ne da ndl a i doutl i k eas howr oomwi t hf oc usons e angop ons-c ha i r sa nd s of a s . I ta l s ohous e sf a br i cs a mpl e sf r omMa ha r a m-oneofi t ss i s t e rbr a nds ; t ohe l pus e r sc us t omi s et he i rs e a t i ngop ons . Awor ks t aonha sbe e npr ov i de da tt heba c kt oe na bl ede s i g ne r s , a ndt he i rpot e na l c l i e nt s , t ope r s ona l i s e t he i rde s i g nop ons . T hefloora l s oha sas e pa r a t es e conwi t hl oung ec ha i r s-t ohe l pc ons ume r st e s tt he c ha i r ’ sc omf or ta nda l s oe ng a g ewi t ht hebr a nd’ sonl i nes hoppi ngpor t a l .
COL OR, MAT E RI ALa ndL I GHT I NGANAL YS I S
RE T AI LS P ACE : T hei de awa st oma k et hes t or ef e e l wa r ma ndhuma n; a ndr e s e mbl eahomet oe ng a g ewi t ht hec ons ume r be e r . T hes t or e , onbot hl e v e l s , f e a t ur e sope rfloorpl a ns , t oa l l owt hec ur a t ort oc r e a t es pa c e swi t hi na sne e de dt o he l ps e l l t heme r c ha ndi s ebe s t . P a r ons , ma deofwhi t ema efini s hg y ps umboa r dsona noa kfini s hwoode nf r a me , ha v ebe e nus e d. T he y pr ov i deane ut r a l ba c k g r ound/ c a nv a st ohi g hl i g htt hepr oduc tons a l e . T hefloor i ngi si nt hes a meoa kwoodfini s ht ol e nda na i r yf e e l t ot hes pa c e . L a r g es t or e f r ontwi ndowsonbot ht hel e v e l sa l l owpl e nt yofna t ur a l l i g ht . Ac ombi naonofr e c e s s e dc e i l i ng l i g ht sa ndt r a c kl i g ht sha sbe e nus e dt oi l l umi na t et hes pa c ea rfic i a l l y .
PROS : T hefle x i bl e , ope npl a nl a y outoffe r soppor t uni t yt oe x pe r i me ntwi t hdi ffe r e ntk i ndofdi s pl a yop onst obec r e a t e d. I te ns ur e st ha tt hel ookoft hes t or ewi l l notg e ts t a l e . T hema t e r i a l a ndc ol orpa l e ee ndor s e st hehome l y , we l c omi ngv i bet ot hes t or e( a si nt e nde dbyt hebr a nd)a nd pr ov i de st her i g htk i ndofba c k g r oundt ohi g hl i g htt hepr oduc tons a l e . T hea v a i l a bl es t or e f r ontwi ndowsha v ebe e nus e dt ot he i ra dv a nt a g et opr ov i deg ooda mbi e ntl umi ne s c e nc ea nd r e duc ede pe nde nc eona rfic i a l l i g h ng . Pr og r a mmewi s e , t hei nt e g r aonwi t ht heonl i nes hoppi ngop onhe l pss t r e ng t he nt hec ons ume rba s e . CONS : T he r ei sa bs e nc eofapubl i ce v e nts pa c et oe ng a g ebe e rwi t hc ons ume r sa ndpr ov i det he mwi t hapl a or mt o s oc i a l i z ea ns di nt e r a c t . ot hev a s ta mountofna t ur a l l i g htfil t e r i ngi nt hes pa c e , l i g h ngfix t ur e sondi s pl a yc a nnotbet e s t e d Owi ngt pr ope r l y .
CASE STUDY#4
Tor yBur chFl agshi pSt or e Ne wY or kCi t y
ABOUTT ORYBURCH T or yBur c hi sa nAme r i c a nl i f e s t y l ebr a ndt ha te mbodi e st hepe r s ona l s t y l ea nds e ns i bi l i t yofi t sc ha i r ma n, CE O a ndde s i g ne r , T or yBur c h. T hebr a ndc ol l e coni nc l ude sr e a dy t owe a ra ppa r e l , s hoe s , ha ndba g s , a c c e s s or i e s , wa t c he s , homede c ora ndbe a ut ypr oduc t s . t a , Ne wY or kCi t yi n2004; t hebr a ndha sg r owni nt oag l oba l bus i ne s s L a unc he da sade s i g ne rbou quei nNol i wi t hov e r200bou que sa l l ov e rt hewor l d. E a c hoft he s ebou que sha sbe e nde s i g ne dt ol ookuni que , but be a r st hes i g na t ur ede s i g ne l e me nt st ha tr e e c tt hee s s e nc eoft hebr a nd.
T ORYBURCHF L AGS HI PS T ORE L OCAT I ON: ARE A: ARCHI T E CT : YE AR: US E RGROUPS : Pr i ma r yS e c onda r yT e ra r y-
797, Ma di s onAv e nue , Ne wY or k , NY10065 8, 135s qua r ef e e t ; 5s t or e y s Da ni e l Romua l de z 2011 Cus t ome r s ; T our i s t s E mpl oy e e s ; F a s hi onDe s i g ne r s ; Be a ut yT e c hni c i a ns Ma i nt e na nc eS t a ff; S uppl i e r s /Ve ndor s ; Bus i ne s sAs s oc i a t e s
CONCE PT T heT or yBur c hF l a g s hi ps t or ei st hebr a nd’ st hi r dr e t a i l s t or ei nNe wY or kCi t ybuti t sfir s tfla g s hi ps t or e . S pr e a dov e rfiv es t or e y s , t hei nt e r i or soft hes t or eha v ebe e nde s i g ne dt or e s e mbl ea19t hc e nt ur y t ownhous e , ma k i ngt hes t or ef e e l mor el i k eahomet ha tar e t a i l out l e t . T hei nt e r i orde s i g nha si nc or por a t e de l e me nt sf r omT or yBur c h’ sowna pa r t me nt ; t he r e bypr ov i di nga mor ehome l yf e e l t ot heout l e t . Al t houg he a c hofhe rs t or e sha sbe e nde s i g ne dt ol ookuni que ; t hi s s t or el i k et heot he r sbe a r ss omes i g na t ur ede s i g ne l e me nt st ha the l puni f yt hedi ffe r e nts pa c e sa nd bui l dt hes i g na t ur ebr a ndi de nt y .
CONT E XT T hr oug ht hi sfla g s hi ps t or e , T or yBur c h-t hebr a nd-ha sbe e ns uc c e s s f ul i nbui l di ngi t ss i g na t ur ei de nt ya ndbr a ndv a l uee v e nmor e . T hehome l y , l ooka ndf e e l oft hes t or ei sadi ffe r e ntk i ndofr e t a i l s t r a t e g yt ha tha sbe e ne mpl oy e dbyt hebr a ndt oe ng a g ebe e rwi t hi t sc us t ome r s . T he‘ F I RS TBRI CKANDMORT ARPROPOS E DRE T AI LS T OREf orF ABI NDI AI NNE WY ORKCI T Y’ ( t he s i spr oj e c t ) , a i mst odr a wf r omt hi sne we rr e t a i l a ppr oa c h. I tf oc us e sont hene e df orc r e angas i g na t ur e br a ndi de nt ya nds t y l et ha tc a nhe l pt hebr a nds e c ur eal oy a l c ons ume rba s e .
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S E CONDF L OOR Appa r e l , Homede c or
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T HI RDF L OOR S hoe s
ARE APROGRAM ANDORGANI S AT I ON Numbe rofF l oor s-5 Gr oundF l oor : T heg r oundfloorope nsupf r oma nye nt r a nc ei nt oama r bl ea ndmi r r orf oy e r , l e a di ngupt ot hea c c e s s or i e s s e con. T heme r c ha ndi s ei nc l ude ss hoe s , ba g s , j e we l r ye t c . T hee nr efloorha sag ol de nc ol ors c he met oi t , wi t hba c k l i tdi s pl a ypa ne l sa ndc a s e s .
S ec ondF l oor : T hes e c ondfloorf e a t ur e st hef ul l r a ng eofwome nwe a ra ppa r e l a nds hoe s . I tha sa nor a ng ec ol ort he mewi t h br i g htor a ng el a c que r e dwa l l sa ndg ol dl e a fde t a i l i ng . I ta l s oha sal a r g es e anga r e af a c i ngg i g a n cwi ndows wi t hv e l v e tdr a pe r y .
ARE APROGRAM ANDORGANI S AT I ON T hi r dF l oor : T het hi r dfloorha sapur pl e a ndc r e a mc ol ort he mewi t hpr i nta dor ni ngt hewa l l s . I ta l s of e a t ur e sal a r g es e a t i ngs pa c ewi t ha c c e s st oa nout doort e r r a c et ha tha sbe e na c c e s s or i s e dwi t hbox woodhe dg e s , t a bl e sa nd c ha i r s . Wome n’ sa ppa r e l we a ra nds hoe spr e domi na t et heme r c ha ndi s eont hi sfloor .
F our t hF l oora ndF ihF l oor : T hef our t hfloori saVI Ps pa c eme a ntf orpr i v a t ee v e nt sa ndpr i v a t es hoppi ng . T hefloorha sbe e nde s i g ne dl i k e al oung ef e a t ur i ngag r e e nc ol ort he me . Ac c e s st ot hefloori sl i mi t e d; a ndi thous e sac us t omma defir e pl a c e a ndal i br a r yns pi r e dbyMa de l e i neCa s t a i ng . \ T hefi hfloori sy e tt obeope ne dt opubl i cus e ; butwi l l e v e nt ua l l yhos tas a l onf ore v e nt sa ndpr i v a t es hoppi ng hi g hl i g h ngT or yBur c h’ sne wr a ng eofbe a ut ypr oduc t s .
I NT E RI ORDE S I GNANAL YS I S BOL DP ATT E RNCOMBI NAT I ONS : L i k eBur c h’ sc l ot he s , t hebou quef e a t ur e saf e a r l e s smi xofmulpl epa e r nsa ndpr i nt s . Auni f y i ngc ol or s c he mehe l pst hedi v e r s ede s i g nswor kwe l l t og e t he rwi t houtc l a s hi ng .
UNI QUEUPHOL S T E RY : T hes e anga r e a si nt hebou quea r eou ie dwi t huni queuphol s t e r yf e a t ur i ngi nt e r e sng , i nt r i c a t ede t a i l s . Ca r v e dc ha i rl e g s , s of a swi t huni ques ha pe s , a nds t ool sa ndo oma nsi nav a r i e t yoff a br i c sa nds i z e sc r e a t ea l ux ur i ousf e e l i ngwi t hi nt hes pa c e .
I NT E RI ORDE S I GNANAL YS I S DI VE RS EACCE S S ORI E S : T he r ei sami xofde c or av ea c c e s s or i e sr a ng i ngf r oma n quepor c upi nequi l l box e st oc l a s s i cbl uea ndwhi t e po e r y . T hec ombi naonoft he s et r a diona l a c c e s s or i e swi t ht hemor eg l a mor ous , mode r nfini s he sma k ef ora c ompe l l i ngde s i g n.
RE F L E CT I VES URF ACE S : Hi g hg l os swa l l t r e a t me nt s , pol i s he dbr a s sde t a i l i ng , a ndmi r r or e ds ur f a c e sa boundi nt he s es pa c e s . T he s et e x t ur e sa nds ur f a c e she l pr e fle c tbot hl i g hta ndc ol or , c r e angady na mi ca ndi nv inge nv i r onme nt .
I NT E RI ORDE S I GNANAL YS I S S T AT E ME NTL I GHT I NG: Ov e r s i z e d, e r e dc ha nde l i e r sa r eas i g na t ur epi e c ei nt heT or yBur c hs t or e . L a r g el a mpsa nd me l e s ss c onc e s a r ea l s oapa r toft heov e r a l l de s i g n, c r e angac oz ye nv e l opi ngv i bea ndg i v i ngt hes t or eadi snc t l yr e s i de na l l ook .
MI XE DI NF L UE NCE S : T hes t or epr oj e c t sac ol l e c t e dv i bewhi c hs t e msf r omt hedi v e r s es t y l e sa ndi nflue nc e st ha ta r epe r f e c t l yc ombi ne dwi t hi nt hes pa c e s . L i k e l yt her e s ul toft hebr a nd' sa ffini t yf ort r a v e l , t hi sv a r i e t yofs t y l e si nt r oduc e sa s e ns eofc ha r a c t e ri nt oas pa c e . Mi dc e nt ur yt a bl e s , Mi ddl eE a s t e r nmi r r or s , a ndf e mi ni ne , l e opa r dc a r pe ng mi x e dwi t hmode r nl i g htfix t ur e s , pr ov i deav a r i e t yofi nflue nc e sa nds t y l e st ot heg l a mor ousa e s t he c .
E VAL UAT I ON:PROSa ndCONS
PROS : T hes t or ei nt e r i or sha v eauni que , s i g na t ur es t y l et ha ts uc c e s s f ul l yr e fle c tt hebr a ndi ma g ea ndi de nt y , he l pi ng c us t ome r sr e l a t ebe e rt ot hes t or ea ndt hebr a nd. T hes t or ef ol l owsadi ffe r e ntr e t a i l s t r a t e g yofe ng a g i ngwi t ht hec us t ome r sbyma k i ngt he mf e e l ‘ a thome ’ a nd bypr ov i di ngt he mwi t ha‘ l ux ur i ouse nv i r onme nt ’ . T heme r c ha ndi s eha sbe e nwe l l l a i doutg i v i ngf oc usa ndg oodv i s i bi l i t yt oe a c hoft heha ndc r ae dpr oduc t s . Wa r ml i g h nga ddst ot hehome l yv i beoft hes t or e . CONS : T hec ol orpa l e et e ndst obe c omet oodr a maca nds t r onga tc e r t a i npl a c e s ; ov e rs ha dowi ngt heme r c ha ndi s e ondi s pl a y . T hev e rc a l c i r c ul aont hr oug ht hedi ffe r e ntfloor sc a nbema debe e rt oma k et hes t or el ookmor euni fie d.
I NTRODUCTORYESSAY T HERE T AI LI NDUS T RY T her e t a i l i ndus t r yha s , f ora g e s , r e ma i ne doneoft hemos tc r uc i a l e l e me nt sofa ne c onomys pa nni nga c r os sa l l bor de r s , c ul t ur e sa nde t hni c ie s . I tha sa l wa y sa r a c t e das t r onga ndl oy a l c ons ume rba s ei r r e s pe cv eoft he fluc t uange c onomi cc ondions . T r e ndsi nt her e t a i l s e c t orha v ec ons t a nt l ybe e ne v ol v i ngt oa da ptt oac ons ume rba s e de c onomy . T he r e f or e , a sde ma ndsa ndl i f e s t y l e sunde r g oc ha ng e , t hec ons ume ra ndr e t a i l e rr e l aons hi p wi l l k e e pe v ol v i ng . T hel a s tt e ny e a r sha v es e e nt her i s eofane wk i ndofc ons ume r . T hi sc ons ume ri ss pe c i fici nhi sr e qui r e me nt s a ndde ma ndsas e r v i c et ha tha sbe e nc r ae dt os ui thi si ndi v i dua l t a s t e , pe r s ona l i t ya ndi de nt y . I nada ya nd a g ewhe r et e c hnol og yr e i g nss upr e mea ndwhe r ede v i c e sha v ec ha ng e dt hewa ywedot hi ng s , t hi sne wc ons ume ri sba c k e dwi t he ndl e s si nf or maona ndha sa c c e s st oa ni nfini t es e tofpr oduc tc hoi c e s . Re t a i l a cv i t yf ort heg r owi ngne wba s ei snotj us tl i mi t e dt opur c ha s i ngpr oduc t sf r oma nov e r l oa de di nv e nt or y , butt oha v ea noppor t uni t yt obea bl et oe ng a g ewi t ht hepr oduc ta ndt her e t a i l e nv i r onme nt . Hewa nt sa ne x pe r i e nc et ha ti sa ut he nc , ne w, c r e av e , e ng a g i ngbutc onv e ni e nt .
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T HENE W AGECONS UME R nk e e pi ngwi t ht hi sne wa g ec ons ume r , s hoppi ngorr e t a i l a cv i t yha sg onebe y ondt hes t a nda r dno onsofbe i ng at r a ns a cona l a cv i t y . T hea v e r a g es hoppe rnowc a nnotbec a t e g or i s e da spe ra g e . T her i s eofc us t omi s aon a ndc ur aonme a nse v e r ys hoppe rmus tbet r e a t e dwi t ha ne qua l pr i or i t yi r r e s pe cv eofa g e . Br a ndsov e rt he y e a r sha v ebe e ne mpl oy i ngv a r i ousr e t a i l s t r a t e g i e st oc a t e rt ot hene we rc ons ume rba s e de c onomya ndt he r e by e ns ur eal oy a l ba s e . c omme r c ei sones uc hs t r a t e g yt ha tt ookt her e t a i l i ndus t r ybys t or m, a ndc ha ng e dt hewa yt hea v e r a g ec us E t ome re ng a g e swi t ht hepr oduc t . Al l t hebe ne fit sofas hoppi nge x pe r i e nc ewe r ema dea v a i l a bl et ot hec ons ume rwhi l ebe i ngi nt hec omf or tofhi shome . T hi sg r a dua l s hi t oonl i ner e t a i l i ngr e s ul t e di nl owe rf oo a l l si nmos t t r a diona l br i c ka ndmor t a rs t or e sl e a di ngt oas t e a dyde c l i nei nt he i rnumbe r s . Ma j orc or por aonsl i k eMa c y ’ s a ndWa l ma r tha v ec l os e dt he i rdoor sonhundr e dsofs t or e sduet ol a c koff oott r a ffic . Whi l emos ts t udi e swoul dpoi ntt ot her i s eofe c omme r c ea st hec ul pr i t , t hef a i l ur eofphy s i c a l s t or e si si nf a c t owi ngt ot her e t a i l e r s ’ i na bi l i t yt oc onne c tt he i rbr a nds ’ onl i nea ndoffli nec ha nne l s . Anot he rma j orr e a s onf or t hi sde c l i nei st hee x i s t e nc eofama s s i v edi s c onne c tbe t we e nhowus e f ul r e t a i l e r sc ons i de rs t or e st obef orv a r i ouspur pos e sa ndhowus e f ul c ons ume r sc ons i de rs t or e st obef ort hos es a mepur pos e s .
I ma g es our c e : h p: / / www. bl ue c or e . c om/ bl og/ l ook i ng r e l aons hi pbr i c k mor t a r e c omme r c e wr ong/
Howe v e r , t hef ut ur ei snota l l g r i mf ort r a diona l , phy s i c a l s t or e s . T hel a s tf e wy e a r sha v es e e nas ur pr i s i ngr i s e i nt henumbe roft hebr i c ka ndmor t a rs t or e s . T hi sc ha ng ei sowi ngt ot hene e dofaphy s i c a l de snaont ha t pr ov i de sas e ns or ye x pe r i e nc et ha tma ynotbee a s i l yr e pl i c a t e donl i ne . T hene e df orhuma nt ouc hha sbe c ome c r ic a l t ot hene wc ons ume rba s e . T he r eha sbe e nac ons c i ouse ffor tont hepa r tofma nyr e t a i l e r st ot r ya nd c r e a t eas y mbi o cr e l aons hi pbe t we e nt heonl i nea ndoffli nec ha nne l s , i ns t e a dofpi ngt he ma g a i ns te a c h ot he r , a l l i nt hee ffor tofc r e angauni quer e t a i l e x pe r i e nc ef ort hec ons ume rt ha tma k e shi mwa ntt oc ome ba c k .
I ma g es our c e : h ps : / / www. t houg ht wor k s . c om/ i ns i g ht s / bl og/ 3r e t a i l a s s ump ons c ha l l e ng e huma ns di g i t a l a g e
CURRE NTRE T AI LS T RAT E GI E S Av a r i e t yofs t r a t e g i cr e t a i l a ppr oa c he sha v ebe e ne mpl oy e di nt hi sdi r e con. 1. E nr i c hi ngt hes hoppi nge x per i enc e T hec ons ume roft oda yi snotj us tl ook i ngt opur c ha s epr oduc t s . Hede ma ndsawhol e s omee x pe r i e nc et ha twi l l ma k ehi mwa ntt ol e a v et hec omf or tofhi shome , a ndhe l pshi me ng a g ebe e rwi t ht hebr a nda ndt hepr oduc t . Re t a i l e r sa r el ook i nga te nha nc i ngt hev a l ueoft hec us t ome r ’ s mea l ongwi t ht hev a l ueoft he i rdol l a r . Bonobos , a nonl i net ur ne dbr i c ka ndmor t a rr e t a i l e r , i sones uc he x a mpl e . T heme ns we a rl i nee mpha s i z e s e c omme r c ebutha sope ne dphy s i c a l l oc aons , c a l l e d“ Gui de s hops , ”t oa l l owt he i rpa t r onst ot r yonc l ot he s whi c ha r et he ns e ntt oac us t ome r ’ sdoor . Me r c ha ndi s eha sbe e nde e mpha s i z e di nf a v ouroft hea l l ur i nga t mos phe r eoft he i rphy s i c a l r e t a i l l oc aon. Gui de s hopsa r enotfloode dwi t hr a c k sofme r c ha ndi s et y pi c a l oft r a di ona l c l ot hi ngs t or e s . I ns t e a d, t he yr e s e mbl eane a t , hi g hf a s hi onc l os e ta ndt outone onones e r v i c ewi t hc ompl i me nt a r ys t y l ea dv i c e . Byf oc us i ngona ne x pe r i e nc e , r e t a i l e r sa r ee mpowe r i ngc ons ume r st o‘ t r yon’ a na ppe a l i ng , ne wl i f e s t y l ea pa r tf r omj us tpr oduc t s .
I ma g es our c e : h ps : / / www. hous t oni a ma g . c om/ a rc l e s / 2015/ 10/ 29/ howt os hopt he bonobos g ui de s hop
T hene wl yope ne dDol c ea ndGa bba nas t or ei nT ok y oi sat e s t a me ntt ot hebol da ndl ux ur i ousbr a nd. T he 5920s qua r e f oots pa c es uppor t sadr a maca mbi e nc ewi t hda r kma t e r i a l sa ndat y pi c a l s pot l i g ht e dfloordi s pl a y s . L ux ema r bl e , br a s sa c c e nt sa ndg ol dc a r pe t sc ont r a s twi t ht hema ebl a c kpa i ntt ha ta dor nst hei nt e r i or . L oc a t e d i noneoft hemos tf a s hi ona bl ea r e a sofT ok y o–t hewe a l t hyAoy a mane i g hbour hood–t hes t or e ’ suni quef a ç a de f e a t ur e se y e c a t c hi ngwi ndowst ha tt owe ra ppr ox i ma t e l y32f e e thi g h. S uc haphy s i c a l s e t upr e fle c t st hebr a nde t hoswhi l ea ddi ngt ot hec ons ume re x pe r i e nc eoft ha ts pa c ea ndc r e ang a ni mpr e s s i on.
I ma g es our c e : h p: / / www. c ppl ux ur y . c om/ dol c e g a bba na r e ope ns t ok y og i nz a fla g s hi ps t or e ae r e x t e ns i v e r e nov aons /
2. Bl ur r i ngbounda r i esbe t weenr e t a i l a ndl ei s ur es ec t or s Re t a i l i nga cv i t ya ndt hei ndus t r ya r enomor el i mi t e dt oonl ys e l l i ngpr oduc t s . I tha se v ol v e di nt oaf or mof s oc i a l e nt e r t a i nme ntt ha tf a c i l i t a t e se duc aon, i ns pi r aona ndpr ov i de sapl a or mf ors oc i a l i z aon. S t or es pa c e sa r ei nc r e a s i ng l ybe c omi ngmor ee x i bl et oa l l owr e t a i l e r st oc r e a t emulf uncona l s pa c e st ha t me r g es hoppi nga r e a swi t hba r s , c a f e s , e v e nts pa c e se t c . 3. Ma k i ngmer c ha ndi s emor eper s ona l a nda c c es s i bl et oea c hc ons umer we ra ndupc omi ngs t or e sf e a t ur eadi snc tl a y outs y s t e mt ha tpr omot e se a s yc i r c ul aonbe t we e nr owsof Ne me r c ha ndi s e , e ns ur i ngt ha te v e r y t hi ngi swi t hi nv i e wi ngr a ng ea ndt ouc hma k i ngt hes hoppi nge x pe r i e nc emor e a c c e s s i bl et ot hec us t ome r . S t or e sa r enotov e rs t oc k e dwi t hpr oduc t sa ny mor e . T hi sme a nst ha te a c hi t e mon di s pl a yi sunde rf oc usa ndha si t sowns pa c ei nt hes e t up.
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4. I mpa c tofne wt ec hnol og yonc ons umer ’ ss oc i a l beha v i our S hoppe r s , t oda y , e v a l ua t eapur c ha s eba s e doni t ss oc i a l me di apr e s e nc ei na ddiont ohowi tl ook sa ndwha ti t doe s . S oc i a l me di aa sapl a or mi snotl i mi t e dt obe i ngama r k e nga e r t houg ht , buts houl dbei nt e g r a t e d whe nde s i g ni ngpr oduc t s , pa c k a g i nga nds e r v i c e s . T heCa s pe rma r e s sr os et os oc i a l pr omi ne nc ea nds a l e sr oc k e t e dbe c a us eoft hewa yi tpoppe doutofi t spa c k a g i ngwhe nope ne d, ma k i ngi ta ni ns t a nts oc i a l me di ahi t . we rt e c hnol og yc a na l s ohe l pa ddr e s sc ons ume rne e dsbyma k i ngt hepr oc e s sofpe r s ona l i z aonmor ea c c e s Ne s i bl e . T he r ei soppor t uni t yf orr e t a i l e r st os e a ml e s s l yme r g et heonl i nes hoppi nge x pe r i e nc ewi t ht het r a diona l , t ouc ha ndf e e l , phy s i c a l s t or e .
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5. T y i ngupec ommer c ewi t ht het r a diona l br i c ka ndmor t a r Br a ndsa ndr e t a i l e r sha v er e a l i s e dt hene e dt omov ea wa yf r omt hec ha nne l s pe c i ficbus i ne s smode l a ndi nt e g r a t et he i rdi ffe r e ntc e nt r e st obea bl et ome e tt hee v e rc ha ng i ngne e dsa ndde ma ndsoft hec ons ume r s . Wa r byP a r k e ri sa ne c omme r c ebr a nd, s e l l i nga c c e s s or i e sa spe r s ona l a sg l a s s e st hr oug hahomet r y onpr og r a m t ha ts e ndsfiv epa i r sofg l a s s e s , f orf r e e , t opot e na l pa t r ons . T he yha v ebe g una nonl i nepr e s c r i p ont e s tde s i g ne dt oma k et hee y ee x a mpr oc e s smor ee ffic i e nt , pot e na l l yby pa s s i ngt hene e df ora nopt ome t r ya ppoi nt me ntf orc us t ome r st ha tqua l i f y . c omme r c es t r a t e g y , t he i rphy s i c a l s t or e sbe g a na sama r k e nge x pe r i me nt . T hes t or e f r ont s , de Wi t has ol i de s i g ne dt ome c ul ous l yde pi c tabe a c hc l ubl i f e s t y l e , be c a meoneofi t sk e yg r owt hc a t a l y s t s , i nv ingc us t ome r s t opa rc i pa t ei nac ul t ur e . Mor e ov e r , whi l eWa r byP a r k e rhol dsont oi t se c omme r c e , i tha sus e di t sphy s i c a l s t or e f r ont st obui l dr e l aons hi pswi t hc us t ome r st ha ts ur v i v epa s tadi g i t a l t r a ns a con.
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POTENTI ALSI TES
411,Laf ayet t eSt r eet ,New Yor k
Bui l di ngS i z e-102, 515S F No. offloor s-6 T ot a l S pa c eAv a i l a bl eone a c hfloor-17, 085S F Y e a rBui l t-1891
Ca l l e dt heDur s tBui l di ng , i tf e a t ur e sac a s t i r onf r ontont hebo om, i nc l udi ngt wos t or yc ol umns , a ndma s onr y . wi t h“ e c hoi c ”c ol umnsbe t we e nt hewi ndowsont het hr e efloor sa bov eI ti saf or me rme n’ sc l ot hi ngs t or ea nd . f a c t or y
L oc a t e di nt heNoHodi s t r i c t , t hene i g hbour hooda ndt hebui l di ngpr ov i dear i c hc ul t ur a l ba c k dr opt ot hepr o. pos e dr e t a i l fla g s hi ps t or ea nda ddt ot hebr a nds t or y . Cl e a r , fle x i bl es pa c eont heg r oundfloort os c ul ptauni quepr og r a mmef ort hes t or e . Goods t r e e tf r ont a g ef orbr a ndv i s i bi l i t y
125West25t hSt r eet ,New Yor k
Av a i l a bl eBui l di ngS i z e-13, 337S F Av a i l a bl eno. offloor s–2; GFa ndBa s e me nt S pa c eAv a i l a bl eonGr oundfloor-7, 185S F Y e a rofS a l e-2013
. Ne wl yr e nov a t e dbui l di ng ; hous e st hehe a dqua r t e r sf orP e l ot onI nt e r a cv e , a ni ndoorc y c l i ngc ompa ny . a t e di nt heChe l s e adi s t r i c t , t hes i t ei swe l l c onne c t e dbyt hes ubwa y Pr ox i mi t yt oanumbe rofhot e l sa nd L oc . ot he rt our i s ts pot s
. T hel a r g eg l a s sf r ont a g epr ov i de sag r e a toppor t uni t yf orr e t a i l br a ndv i s i bi l i t y T heope nfloorpl a ne ns ur e sfle x i bi l i t yt oa dddi ffe r e ntf unconst ot hes pa c ea ndde s i g ni ta spe rpa rc ul a r . br a ndr e qui r e me nt s
BI BLI OGRAPHY Ri e wol dt , O o, a ndJ e nni f e rHuds on. Re t a i l De s i g n. Uni v e r s i t yofMi c hi g a n, MI : L a ur e nc eKi ng , 2000. Pl unk e, Dr e w, a ndOl g aRe i d. De t a i l i nCont e mpor a r yRe t a i l De s i g n. L ondon, L a ur e nc eKi ngPubl i s he r s , 2012. T e uf e l , Phi l i pp, a ndRa i ne rE r ns tZ i mme r ma nn. Hol i scRe t a i l De s i g n: Re s ha pi ngS hoppi ngf ort heDi g i t a l E r a . Ams t e r da m: F r a me , 2015. Unde r hi l l , P a c o. WhyWeBuy : T heS c i e nc eofS hoppi ng . Ne wY or k : S i mon&S c hus t e r , 1999. Kumme r , Cor by . “ T heS upe r ma r k e toft heF ut ur e . ”T heAt l a nc , At l a n cMe di aCompa ny , 1Ma y2007, www. t he a t l a nc . c om/ ma g a z i ne / a r c hi v e / 2007/ 05/ t he s upe r ma r k e t of t he f ut ur e / 305787/ . Ac c e s s e d16S e pt . 2017. Pi ot r ows k i , Chr i sneM. , a ndE l i z a be t hA. Rog e r s . De s i g ni ngComme r c i a l I nt e r i or s , Wi l e y , 2012. Pr oQue s tE book Ce nt r a l , h p: / / e book c e nt r a l . pr oque s t . c om/ l i b/ ny s i de book s / de t a i l . a con? doc I D= 700035. Cus i c k , Wi l l i a mJ . Al l Cus t ome r sAr eI r r aona l : Unde r s t a ndi ngWha tT he yT hi nk , Wha tT he yF e e l , a ndWha t Ke e psT he mComi ngBa c k . AMACOM, 2009. E BS COhos t , s e a r c h. e bs c ohos t . c om/ l og i n. a s px ? di r e c t = t r ue &db= nl e bk &AN= 284210&s i t e = e hos t l i v e . 50Y e a r sofF a bi ndi a , www. f a bi ndi a . c om/ pa g e s / 50y e a r s of f a bi ndi a / pg i d1124116. a s px . Ac c e s s e d21S e pt . 2017.