Chapter 5. Seamlessly Connecting Design to Brand While Staying on Budget

GREAT LOCATION IN HAND, the retailer now understands what store design seeks to achieve and how design profoundly impacts the brand positioning. The retailer also understands the need from the earliest stages of the retail concept to think in terms of a Kit of Parts strategy to roll out multiple stores with as little cost as possible, even if that rollout may not happen for some time. Now the retailer needs to grasp the best way to proceed in actually working with a designer, finding a contractor to oversee construction of the design, and dealing with the operational challenges of actually opening the first store. All of these issues require the greatest attention if the ...

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