STORE PLANNING

Factors

Store location (site/size/consumer)

Store size

Store positioning
Store layout / fixtures

Store design

Product assortment
 Vicinity

Types of merchandise

Target PSFPD

Promotion and VM

Staff type vs self service

Inventory holding

Backroom space
 STORE PLANNING
Group 4

Designer stores

Brands: Manish Malhotra, Shantanu and Nikhil, Sabyasachi

Location: Fashion Capitals and A cities, Historic Districts
Site: Posh Areas
Consumers: Movie Actors/Actress, Celebrities, Elite Class

Most of the Designer stores are flagship stores and

displayed
apx 13,000 Sq FT to 15,000 Sq Ft.

Brand heritage, customisation and price value are the two

concepts perceived by the consumers.
Store Layout and Fixtures:
These stores reflects a prestigious look and feel,
the layout is free flow, optimised floor planning with
adequate
space & distance. Aesthetic light fixtures and shelves.

Well interior designed store, display of artifacts and

expensive
props like chandeliers, carpets,.. etc that enhances the
mood and superial feel of the stores.

The product line includes bags, shoes, accessories,

eyewear, fragrances, leather goods, and ready to wear
clothing but most of the products are assorted based upon
the theme/Season of the collection. Most of these
products are customised.
Expensive and Posh Areas with deluxe locality where the
richest of the rich reside.

Speciality Goods: These products also have a much higher

cost attached to them, causing customers to be much more
selective.

When compared with Premiuum brands, The target PSFPD

is extremly low.

Collaboration with celebrities, featured in movies, Musics

and
TV ads, lookbooks etc

These brands follow mostly self service strategy where a

customer feels indipendent with their choice and probably
one or two sales representatives and stylist would be there
to asist the consumers.
Limited Stock and only will be put out on special request or
demands of the consumers

Limited space
G
Group 4

PLANNING STRATEGY

The Store will be located in opulent areas in fashion

capitals targeting consumers who purchases premium
designer dresses for red carpets, wedding wear, costumes,
etc.
Various Gala events will be inaugrated in order to attract
these consumers.

While location remains an important aspect of creating a

Flagship Store, it can also be one of the biggest challenges.
Since many Flagship Stores are located in high-end areas
of major cities, they also happen to be located in historic
districts.

Strategic: Budget and time allocation is appx 3 times

greater for a flagship stores when compared to other
retail location and hence the stores will restrict itself in
expanding flagship store, instead expand and create more
retail outlets.

Strategic Planning: The plan is not to create something

new and different, but to manipulate what’s already in the
mind's of consumer position, that is to position the brand
as youthful and Cool for the same affordable consumers
who are young at heart and loves to look cool.
 The store follows free flow layout and the limitations seen
here is overall space availablity i.e only very less products
are kept in display, this might also create a risk of
confusing the customers of where the product is
positioned in the store.
Strategic Planning: Use of UX/UI in managing the space
and the allocation of layouts in stores to enhance
consumer experience and product interface.

Use of expensive artifacts, furniture and interior designs

will add more expense in managing the overall store
budget.

Strategic Planning:
Interior: use of led digitised boardings to enhance the
store design. use of more Led Diffused lights can be a very
good initiative in managing the electricity expenses.
Exterior: The exterior façade of the Flagship store in
designer store will be in unique fabrication of glass with a
large murals that gives an interior look of the store from
outside.

Strategic Planning: The products will be assorted in terms

of the value (the benefits that a customer gets by using a
product to satisfy their needs) than variety.
For example: The Handmade products or Customised
products is the cornerstone of the designer's brand and
hence they will be assorted in the specialised category and
the products made by the hired staff or freelance sewer or
any non impulse products will be strategical assorted
accordingly in the lesser specialised category than
handmade products.
Strategic Planning: The store will be in prominent
commercial establishments, established infrastructure and
non-residential areas while also preserving the green.
Promoting events in the store premises such as trunk
shows and designer's exhibition.

High level of quality will be maintained in specialised

products, along with frequent innovation and product
improvements, and the necessary flexibility and tailoring
wherever required.

Strategic Planning: Cross merchandise to increase ATV

and units per transaction.
Use of similar and complementary displays of products to
cross promote in the same shared category.
There should be a right balance of Trendy and Seasonal
Collection with the designer's signature style.

Strategic Planning: High status image advertising – such as

upmarket magazine advertising – will be highly effective.

Strategic Planning: No staff for Sales representatives or

fashion consultants for the store, Self Service and
Artificially intelligent digital assistants are being used to
recommend clothes to customers based on their height,
weight, shape, and current size.
Strategic Planning: Less Space for Inventory and more
space for retailing, separate sections will keep only the
required stock for the seasons or if the demands of the
consumer increases.

Strategic Planning: Optimised backroom spaces to keep

the inventories and required trims and accessories for
customisation.