Chapter 4. Maximizing the Retail Experience Through Design

THIS CHAPTER COULD very well be titled “The Importance of the First Store, Part II.” If finding a Grade A location is the initial step in claiming a powerful brand position with the first store, then the proper design of the store completes that process through the physical manifestation of the brand. Finding a designer with the experience and artistic skills to translate a concept into a physical reality can be just as difficult as finding the perfect location, and the process requires the same level of determination and focus. This chapter takes you through the many design considerations, explains the trade-offs between a one-off store design and a design intended for multiple rollouts, ...

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