Chapter Four : Layout and Fixtures for Fashion Apparel

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Chapter Four Layout and Fixtures for Fashion
Apparel
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After completing this chapter, you should be
able to

• ?Identify the different types of retail stores
• ?Demonstrate how and why floor department
  layouts are planned
• ?Categorize a wide variety of floor and wall
  fixtures
• ?Present garments and accessories on fixtures

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Greg M. Gorman, principal, Creative Services GMG
Design, Inc.

• Visual excitement is truly achieved once the key
  focal areas of the box are determined and then
  occupied with stimulating and attractive
  fixtures. They become the merchandising tools
  and partners with products and signagefor a
  successful design that increases sales and
  word-of-mouth marketing.

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Retail Atmosphere

• Exterior aspect (storefront and surroundings),
  interior (walls, floors, windows, doors, signing,
  lighting, furniture and fixtures), merchandise
  and fixture arrangement on the selling floor and
  displays.

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Effective Store Design

• Links store atmospherics and managements
  merchandising philosophies.
• Fixturing or furnishing stores is an aesthetic
  and financial challenge.
• Effective store design places merchandise and
  customer service at the heart of the effort.

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Types of Retail Stores

• Department Stores consist of many departments,
  each devoted to a specific category.
• Specialty Stores limited number of departments
  or merchandise categories.

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• Theater has 133 seats
• 4 casts of adult and children actors

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• Experiential Retailer

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Doll Salon
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Types of Retail Stores

• Boutiques small specialty shops featuring
  assorted items that fit certain merchandising
  themes or a specialized clientele.
• Discount Stores have many departments and a
  wide range of products at discounted prices that
  appeal to many customers.

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Types of Retail Stores

• Hypermarkets (hybrid markets and superstores)
  are concepts borrowed from European retailing.
  One-stop shopping destinations that can be as
  large as 200,000 square feet.
• Outlet Stores either stand alone stores or
  small stores located in outlet malls.

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Types of Retail Stores

• Warehouse Stores built to house massive
  quantities of goods on grids of industrial
  shelving and pallets. Offer reduced prices.
• Thrift Stores often operated by nonprofit
  organizations such as Salvation Army also
  fund-raising and employment training ventures.

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Store Layouts

• Grid layout a linear design for a selling floor
  with fixtures arranged to form vertical and
  horizontal aisles.
• Sight lines refers to the view at the end of an
  aisle.
• Free-flow layout has selling fixtures arranged
  in loosely grouped, informal, nonlinear
  formations.

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Store Layouts

• Loop layout exposes shoppers to a great deal of
  merchandise as they follow a perimeter traffic
  aisle with departments on the right and left of
  the layout.
• Minimal floor layout almost gallery-like in its
  simplicity, shows small selections of handcrafted
  or very exclusive merchandise.

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Store Layouts

• Soft aisle layout treats merchandised walls as
  some of the most important sales generators in
  the store. Floor fixtures are arranged into
  groups encouraging customers to shop the walls
  and move easily around the store in wider than
  average aisles.

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Store Layout

• Combination floor layout employs the best
  features of several selling floor layouts in an
  overall plan that suits a retailers specific
  strategy.

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ADA

• Americans with Disabilities Act (ADA)
• Equitable use
• Useful and marketable to people with different
  abilities
• Clear line of sight
• Making reach to all components for any seated or
  standing user.
• Accommodating variations in hand and grip size
• Providing adequate space for use3 ft.

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Layouts within Selling Departments

• Permanent layouts indicate that the location of
  departmental selling areas within a store seldom
  change.
• Nonpermanent layouts imply that changes do
  occur according to trends and seasonal changes.

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Presenting Current Season Merchandise

• Prime Selling Spaceright side of store entrance
• Adjacencies

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Figure 4-9
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American Girl Place

• Founded in 1986 by Pleasant Roland
• 43000 sq. ft Includes retail space, doll hair
  salon, doll hospital drop-off, theater,
  restaurant, and art exhibit
• Average visit is 4 hours

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Individual Department Layouts

• The five areas of a department within a
  department store are
• 1. Trend
• 2. Test
• 3. Key Items
• 4. Basics
• 5. Shop

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5 Areas Defined

• Trend area items that have been accepted by
  shoppers as hot or current fashion. Forms,
  props, graphics. Front or main aisle.
• Test area sample merchandise representing items
  that may soon become popular. Key fixtures.

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5 Areas Defined

• Shops created when similar types of merchandise
  are bought in depth. 6-10 fixtures
• Basics bulk of the stock in any department,
  core merchandise. Back of store.
• Key Items proven sellers that have been
  purchased in depth. Tables, round racks, or
  shelving.

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Merchandise Placement Guidelines

• 1. Separate fashions by end use within each
  department.
• 2. Separate fashions by fabrication.
• 3. Separate fashions by style.
• 4. Separate fashions by color group.

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Clearance Merchandise

• Clearance items may be pulled together at the
  rear of each department.
• Clearance merchandise from all departments may be
  pulled into one area of the store to form a
  permanent clearance department.

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Clearance Merchandise

• Clearance merchandise in specialty stores may be
  pulled to the front of the store for traditional
  major clearance events.
• Some chain retailers consolidate clearance
  merchandise into a few larger stores, send it to
  a company-owned outlet store, or remove their own
  tags and sell to an outlet.

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Clearance Presentation Guidelines

• Present clearance merchandise on floor fixtures
  only.
• Never feature clearance merchandise on mannequins
  or in displays.
• Present clearance goods on large fixtures.

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Clearance Presentation Guidelines

• Sort clearance garments by size and then by color
  within each size range
• Always clearly sign clearance merchandise with
  price points
• Make selling floor maintenance a routine aspect
  of any clearance presentation.

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Store Fixtures

• Conventional metal fixtures
• Furniture fixtures
• Found objects
• Vendor fixtures
• Custom fixtures

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Fixtures

• Capacity Fixture largest fixtures in the store.
• Feature Fixture four-way, use for coordinated
  groups
• Signature Fixture One of a kind unitsreflects
  stores brand image.
• Roundercapacity fixture

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Directional Flow

• Figure 4.18

Blue
900
Red
Green
Yellow
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Fixtures

• Superquad four-armed capacity fixture designed
  to hold basic items that have been purchased in
  depth.
• Gondola like a boat a versatile four-sided
  capacity fixture that may hold shelved or folding
  or stackable products and is occasionally set
  with garment rods to show apparel on hangers.
  Endcapsends of the gondola.

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Bins Cubicles

• Arrange ROY G BIV vertically, work left to right
• Size cubes smallest at the top moving down to the
  largest sizes.

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Conventional Feature Fixtures

• Two-way (T-stand) Two-armed hanging fixture used
  to feature small quantities (12-24 items) of
  trend apparel or test merchandise.
• Four-way (Costumers)Features a hanging
  coordinate group (24-48 items) quantity of
  separates presented as coordinated outfits.

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Presentation Guidelines of Feature Fixtures

• Highlight only the newest and most exciting items
  in stock.
• Present a single color story on each feature.
• Hold products from similar merchandising
  classifications that have the same end uses.
• Show outfits.
• Reset weekly or biweekly.

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Presentation Guidelines of Feature Fixtures

• Position fixture in front of the store and along
  major aisles.
• Adjust height as needed.
• Present pants on straight arms only.

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Conventional Wall Capacity Fixtures

• Wall system
• Slat wall or grid wall
• Shelving
• Straight arms, waterfalls
• Cross bars and brackets

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Fixtures

• Case pieces or Case goods
• Tables
• Found objects
• Vendor Fixtures
• Custom Fixtures
• Bidding
• Accessory Fixtures

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Terminology

• Sell-down or sell through, the period during
  which an item or grouping is on the selling
  floor, from introduction at full price through
  the markdown stage.