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Retail: Architecture & Shopping

02/22/2010

For consumer products, especially clothing and accessories retailers, the way a product is presented in-store can directly affect its sales. Just like the way supermarkets force you to walk through all the food aisles to get the milk way in the back shelves, other retailers also use techniques to woo you into purchasing.

High-end brands (Marc Jacobs, Calvin Klein) employ specialists that work at luxury retailers to upkeep their given sections. The cost structure is typically split between the label and the store itself. Labels’ wholesalers will also go into stores to change up the visual merchandising and even switch out the ugly K-mart plastic hangars that the clothes are shipped on for the sleek, supportive wooden store-owned ones. The secret: clothing is organized on racks next to other separates in “outfits.” This both increases the likelihood of cross-category purchasing and shows how a particular garment can fit into an existing wardrobe.

What about in-store environments like the Ralph Lauren or Tommy Hilfiger sections in Macy’s? These are obviously expensive to procure, but it typically pays off for the label.

Retail: Architecture & Shopping, via Amazon.com

Retail: Architecture & Shopping, via Amazon.com

I would love to learn more about this, so Retail: Architecture & Shopping is on my wish list.

I shared this with my friend Veena, who blogs at House (le) Parti about architecture and interior design.

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