Operation Strategies in

Fashion and Boutique

Management

“STORE DESIGN AND

LAYOUT”
“Shopper found dead in
local
store; cause of death –
boredom”
 LOCATION
Parking
Access

Store
Design
BUILDING
ARCHITECTURE
STORE THEME
Ingress /Egress
Target Customers
Display Space
Mix
Health and Safety

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⬗ The design and layout of the store is a means of communicating the
image of the retail store.
⬗ The environment which it creates in the retail store, is a combination of
the exterior look of the store, the store interiors, the atmosphere in the
store and the events, promotions and the themes.
⬗ The overall look of a store and the series of mental pictures and feelings
it evokes within the beholder.
⬗ For the retailer, developing a powerful image provides the opportunity
to embody a single message, stand out from the competition and be
remembered.
 Store layout management
⬗ Store Image is the overall perception the
customer has of the store’s environment.
⬗ Space Productivity represents how
effectively the retailer utilizes its space.

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 Retailing Truism

⬗The more merchandise

customers are exposed
to, the more they tend to
buy.

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 Objectives of the Store
Environment
⬗ Get customers into the store (store image)
⬗ Once they are inside the store, convert them into
customers buying merchandise (space productivity)
⬗ Shrinkage - Represents merchandise that cannot be
accounted for due to theft, loss, or damage.

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 Store Planning
⬗ Floor Plan is a schematic that shows
where merchandise and customer
service departments are located, how
customers circulate through the store,
and how much space is dedicated to
each department.
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 STORE LAYOUT
DESIGN TIPS

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 1. Design based on customer flow

⬗ You’ll want shoppers to see your best and

most appealing merchandise or product
displays the moment they walk into your
store.
⬗ For this reason, knowing where people go or
turn after entering your shop is key.
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 2. Start with your window display 
⬗ Use store window displays to tell your brand
story and get the attention of passersby.
⬗ With the right window display design, people
will be more likely to stop, look, and then
walk into your shop, giving you the
opportunity to engage and make a sale. 
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 3. Avoidance in the decompression zone
⬗ Decompression zone is the first five to 15 feet of your store,
where the customer transitions into shopping mode.
⬗ The first place a customer enters the store sounds like a great
place to market to them— but beware.
⬗ When designing your layout you should avoid placing any
signage, branding, or high-margin merchandise. Give your
customers a chance to breathe and familiarize themselves.

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 4. Incorporate breaks or stopping points
⬗ Interspersing the path with eye-catching, high-impact speed
bumps enables you to encourage customers to stop and
browse.
⬗ These displays offer customers a visual break from the
lines of products on the shelves.
⬗ They’re also an ideal place to showcase in-demand,
seasonal, and impulse buys.

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 5. Display the right amount of product 
⬗ The bottom line is it depends on the size of
your store, the type of customer experience
you want to create, and how you want
shoppers to perceive your business. 

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 6. Leave enough space between products
and fixtures 
⬗ Most importantly, you need to make sure
your customers still have their personal
space.
⬗ They shouldn’t have to squeeze or worry
about brushing up against fixtures with
their body or belongings. 
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 7. Spruce up your displays regularly
⬗ Keeping your product displays and
merchandise assortment updated can
entice customers to come back regularly
to check out new products.

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 8. Incorporate cross merchandising 
⬗ Cross merchandising, which you may
also know as secondary product
placement, is a great way to display
complementary products next to each
other to boost sales. 

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 Store layout and
design

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 is a type of store layout in
which counters and
fixtures are placed in long
rows or “runs,” usually at
right angles, throughout
the store.

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 ⬗ Customers are
exposed to the most
merchandise this
way, but the path
they take is
controlled.

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 SPINE LAYOUT
⬗ Spine Layout is a type of store
layout in which a single main
aisle runs from the front to the
back of the store, transporting
customers in both directions,
and where on either side of
this spine, merchandise
departments using either a
free-flow or grid pattern
branch off toward the back
aisle walls.

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 Diagonal layout
⬗ This store design is helpful
for space management,
making it a good option for
retail stores with limited
space. It also encourages
more movement, so
customers can easily
circulate through the store
and see all of the products
you sell

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