Store Design
1) Store Layouts
The store layout in which Charles & Keith have adopted is the free-form (boutique) layout. The main reason why all the stores have adopted this concept particularly is because to be able to provide an intimate and relaxing environment that facilitates shopping and browsing experience. In all Charles & Keith store, fixtures and aisles are all arranged asymmetrically in a manner that provides customer to walk in a familiar manner, knowing where their fixtures that hold their merchandise accordingly.
By being a specialty store, it provides a pleasant relaxing ambience that does not reflect that the product sold in the store are cheap. The store actually gives out an atmosphere that the store is particularly suitable for all and are at a reasonable prices. By having a small scale store, it would prevent from crime such as shoplifting which is popular among all retail store. By having a small space, it would enable the salesperson to monitor adjacent spaces more accurately.
2) Usage of Signage and Graphics
At every window display, there would be a lifestyle graphic showcasing how the shoes oraccessories (bags, belts & sunglasses) are used. Apart from that, product used in the graphics are arranged accordingly in front of the pictures as to provide customers the availability of the products.
Suggestions for effectively using signange:
- Change the graphics as often as possible as to provide a fresh image and style to each customers that walk past their store.
- Make it more attractive through vibrant colors that attract customers attention from a distant.
- In one graphic, try to have more products featured in one shot such as having the models model with shoes & accessories.
3) Feature Areas
As for Charles & Keith, their feature areas are the Signature Labels, which is available in Bugis Junction, Vivo City, Wisma Atria, Marina Square, ION Orchard & Singapore Changi Airport (Terminal 3 - Transit).
In this area, it is a different atmosphere from the other main areas. The lights in this area is slightly dim, carpeted flooring different from the ceramic flooring & the products are are merchandised differently.
Visual Merchandising Fixtures
The main fixtures in which Charles & Keith have used are mainly gondolas as they are very versatile and customers are able to view the products on the gondolas at a 360 degrees view (no limited view of the product). Mainly, the products on the gondolas are products from the latest seasons or new arrivals to the store. Subsequently, the store would have a minimum of six gondolas depending on the size of the store.
Apart from the gondolas, the fixtures in which the store uses are their side leverage shelves that provides about 50% of the product coverage. There are six levels in these shelves.
- In the lower shelf, we have the basic wear ranging from slip-ons to sandals.
- In the second shelf, we have the basic wedges and pumps.
- In the third shelf & forth shelf, we have a mixture of heels ranging from platform wedges to heels that are usually use by women who are sophisticated & fashionable.
- In the fifth & sixth shelf, we have the assorted bags being displayed and some wallets that actually goes well with the bag.
(Refer to picture below for reference)
A discount signage is also used in the promotional season at any point of time. These discounted signage is usually placed at every shelf that have discounted products. Usually it is placed at the side nearest to the cashier. (Refer to picture below for reference)
Merchandise Presentation Techniques
Charles & Keith have adopted:
- Frontal Presentation: Displays as much of the latest products at the entrance of the store. These products are usually placed on the gondolas as these provides the customer full, maximum view of the product and provide customer with touch-and-feel experience.
- Idea-Oriented Presentation: On the gondolas at the entrance of the store, they usually display shoes along with clutches and wallets as complimentary products as to entice customer to not only buy just one product. On the shoe shelf, they have also display the wallets along with the shoes. As for accessories, they have shades & belts as to compliment on each other.
