Small budget, big impact: Store design on a shoestring

  • Design
  • April 7, 2017
  • Rachel Helyer Donaldson
Small budget, big impact: Store design on a shoestring

In a recent feature for NZ Retail, we looked at retail design. This companion article examines how clever design can transform mass-market retail spaces as well as expensive, bespoke boutiques.

Retail design is not just about creating stunning spaces for high-end retailers. One of the most successful relaunches in recent years has been by Kmart.

Cotton On is another Australian brand doing a “fabulous” job, says The Retail Collective’s Lisa Donaldson. Despite being an “entry-level price point, merchandise in bulk” retailer, Cotton On’s fit-outs are fun and engaging, particularly for its target customers who visit regularly and demand newness.

“They present wonderful inspiration tables where new products and trends are curated and they dress the store really well, with cost-effective signage and display elements that change out regularly.”

Cotton On’s “solid” store tiering strategy ensures prime locations are maximised to showcase the entire range in flagship stores like Sylvia Park, while single category stores, such as Cotton On Kids can stand alone in locations where there is demand.

In 2014, Number One Shoes wanted a makeover to reflect its move towards higher-quality and more fashionable products. However its brief and budget only allowed for an affordable, partial refit consisting of little or no building work. These also had to be installed while stores remained open for business.

Studio Gascoigne designed a “bang for your buck type fit-out” which resulted in a “significant” sales increase, says Mark Gascoigne. The pop-up style fit-outs were suitable for mass production off-site and could be easily rolled out.

A simple ‘kit of parts’ comprised new graphics, signage, visual merchandising, modular steel frame systems and stylish but reasonably priced plywood display units. Swapping utilitarian grey carpet for a polished concrete floor also added a more current look while front-of-store checkouts were replaced with large counters in the middle to indicate a more service-oriented approach.

Graphics stuck on with magnets, allowing staff to change from the ‘summer sales’ season to ‘back to school’ without having to hire sign writers or use scaffolding. Graphics were also used to soften the white walls above the wall units and create a more “on-trend” ambience.

Shop fronts were simplified “dramatically”, says Gascoigne, by creating a display system framed in orange circles. Not only are these eye-catching, they also fit just two or three pairs of shoes – preventing staff from cluttering up the windows with merchandise.

To date the concept has been rolled out to about two-thirds of Number One Shoes stores.

This story originally appeared in NZ Retail magazine issue 747 December 2016 / January 2017

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Kit and Ace pulls the plug on international stores

  • News
  • April 28, 2017
  • Sarah Dunn
Kit and Ace pulls the plug on international stores

Canada-based technical apparel retailer Kit and Ace dipped its toes into the New Zealand market recently, opening a series of pop-ups followed by a store in Auckland’s Britomart, which closed at the start of this year. The brand has now abandoned its international strategy, however, announcing it will shutter stores outside Canada to focus on an ecommerce strategy instead.

Read more
 
 

World retail survey indicates now is a time for transformation

  • News
  • April 27, 2017
  • Sarah Dunn
World retail survey indicates now is a time for transformation

Frequent technological upheavals have left retailers struggling with a need to constantly reinvent themselves, says global accounting firm PwC. It’s for this reason that the company has structured its 2017 Total Retail Survey around the investments retailers will need to make to remain competitive.

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Shoe queen Kathryn Wilson shares a few of her favourite things

  • Design
  • April 27, 2017
  • Elly Strang
Shoe queen Kathryn Wilson shares a few of her favourite things

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  • Design
  • April 26, 2017
  • Elly Strang
Retailer Ingrid Starnes shares a few of her favourite things

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Air New Zealand’s reputation has no weak spots

  • News
  • April 26, 2017
  • Sarah Dunn
Air New Zealand’s reputation has no weak spots

The latest NZ Corporate Reputation Index has ranked our national carrier New Zealand’s most reputable company, with Toyota again coming in runner-up. This is the fourth year running that the two organisations have been in the top two.

Read more
 
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