Specialty store design specifically includes: storefront and trademark design, signboard and logo design, window design, store layout and merchandise.

1． Spatial Layout Form

The spatial layout of specialty stores is complex and diverse, and each operator can choose and design according to his or her actual needs. Generally, the general plan is determined first, such as the proportion of the salesperson's space, the customer's space and the product space, and then the areas are divided, and then changes are made to display the products in detail.

1) Three spaces in the store. There are many types of specialty stores with various spatial patterns, and it seems difficult to find regular spatial divisions. In fact, it is just the result of changes in the combination of three spaces, just like a kaleidoscope. Although its changes are endless, it is just the result of the shifting positions of several pieces of colored paper. Therefore, the three spaces are closely related to the spatial pattern of the specialty store.

Commodity space: refers to the place where merchandise is displayed, including box type, platform type, shelf type and other options.

Staff space: refers to the place where clerks need to receive customers and engage in related work. There are two situations: one is confusion with customer space, and the other is separation from customer space.

Customer space: refers to the place where customers visit, select and purchase goods. Depending on the product, it can be divided into three forms: outside the store, inside the store and a combination of inside and outside.

2) Four forms of store space layout. According to the quantity, type, sales method, etc. of the goods, the three spaces can be organically combined to form four forms of the spatial pattern of the specialty store.

Contact store: The merchandise space is adjacent to the street. Customers purchase items on the street and clerks provide services in the store. The merchandise space separates customers from clerks.

Closed store: The merchandise space, customer space and clerk space are all in the store, and the merchandise space separates the customer space and clerk space.

Closed, round-the-clock store: The three spaces are all in the store. Customers can freely and roam around to choose products. In fact, it is open-shelf sales. This type may have a certain space for clerks, or it may not have a specific space for clerks.

Contact, closed, and travel-type stores: A contact-type product space is added to a closed and travel-type store, that is, customers have two spaces, inside and outside the store. This type also includes spaces with clerks and spaces without clerks. Below we conduct specific analysis and research on various forms.

1) A contact store with limited space for clerks. This type of spatial layout is a traditional store format. There is no space for customers to move. Customers contact, select and purchase goods with clerks on the roadside. It has three major characteristics: first, the clerk space is narrow; second, the customer activity area is outside the store; third, the product space is in the store.

This type requires the clerk to have a unique service form. If the clerk stands blankly in front of the counter, it will alienate the customer, and if the clerk is too active, the customer will feel like he is being forced to sell. Pretending not to know is the secret to success. This type of layout is suitable for specialty stores that operate low-priced goods, convenience goods and daily necessities. Its business scale is small and it has various characteristics of early stores.

2) A contact-oriented store with wide space for clerks. This spatial layout also places customers outside the store, and clerks contact them through the counter. The difference from the contact type with a narrow space for clerks is that the clerks have a large space for activities. Its characteristics are as follows: clerks have a wide space for activities, customers move outside the store, and goods are placed in the store.

Because contact-type stores display products on the passageway where pedestrians pass by, most of the contact-type stores have narrow space for store staff, but there are also some that are wider. This kind of store is suitable for selling products that do not require time-consuming careful selection and are easy to carry. merchandise or small gifts.

This form allows store clerks to keep an appropriate distance from the products, allowing customers to choose products freely without feeling pressured or wary. Shop assistants should avoid standing in a row in front of the counter. Instead, they should use the wide space to do various tasks. This can bring vitality to the store and attract customers to buy.

3) Closed stores with narrow space for clerks.

The structures of closed and circular stores are very similar to those of contact, closed and circular stores, but the store atmosphere is completely different. The former is a high-end aristocratic store, while the latter is a popular store. Therefore, there are great differences in the behavior of clerks and service methods.

For contact, closed, and travel-type stores that do not have space for clerks, clerks should not crowd at the entrance, giving people the feeling of guarding the door; when customers select goods, they should not stand aside and examine them, but should Pretending not to know, when customers have questions, they immediately appear in front of them.

Display of goods

The success of specialty goods lies in their characteristics. The so-called characteristics not only lie in the uniqueness of the goods sold, but also in the distinctiveness of the display of goods. The merchandise display in specialty stores has some unique requirements, such as outstanding features, color coordination, appropriate material selection, etc. However, due to the different types of specialty stores, their requirements for product display are also different. Even the same type of specialty stores need to seek their own characteristics.

1． Rules for displaying products according to merchandise

The display of merchandise in specialty stores often depends on the classification of the merchandise. Under normal circumstances, products should be displayed outside the counter for customers to purchase. However, for some small and valuable products, such as jewelry, jewelry, etc., open shelves should not be displayed.

1) Random purchases. Discretionary purchases refer to products that customers purchase at will without prior planning. Most of them are commonly used small commodities with little value. Customers are often motivated to buy by seeing attractive displays. For these goods, small specialty stores should be placed at the entrance, and large specialty stores should be displayed in the main aisles.

2) Convenience products. Convenience goods refer to goods that people need in daily life and do not require strict selection. The purchasing characteristics of customers are frequent purchases, but the purchase amount is not large at one time. Convenience items should be placed in obvious locations on both sides of main aisles.

3) Optional items. Shopping items refer to items that are not frequently purchased by customers and are characterized by repeated comparison and selection. For this type of merchandise, stores with only one floor should be placed in the back half, and stores with several floors should be placed on the top floor.

4) Utensils. Utensils refer to daily necessities needed by the family. People's motivation for buying them is actual needs. They are generally displayed at the entrance and main passage.

5) Luxury goods. Luxury goods are also called expensive goods. Customers usually purchase them after careful planning and comparison of quality and price. Therefore, it is best to display them far away from the entrance.

2. Display according to the rules of convenience for customers

In addition to considering the product factors, the display of specialty stores should also pay attention to whether it is convenient for customers to purchase.

1) Purchase all at once. For ease of purchase, related items should be displayed close to each other. For example, shirts, trousers, ties, leather shoes and belts should be placed in adjacent places so that customers can buy all they need in the smallest space.

2) The fastest shopping. In order for customers to spend less time completing their purchases, product display should match purchasing efficiency. Setting up a cash register close to the sales area can save customers time walking back and forth; setting up mobile display cabinets can receive more customers; using multi-layer counters can use the upper and lower spaces to display more products and reduce the need for store clerks to go to the warehouse to pick up goods. time.

3． Rules for displaying products according to themes

The vitality of a specialty store lies in creating space for people's imagination, so displaying products according to themes is a very important issue. The so-called main display is to create a life scene in the store so that customers feel at home and can freely choose or appreciate.

1) Determination of the theme. When determining the theme, multi-faceted research and thinking should be carried out. On the one hand, it should reflect the purpose and characteristics of the store, and on the other hand, it should cater to the trend of the times.

For example, if a time store chooses a casual theme, then the product selection should pursue natural, relaxed and leisurely, and the store display will highlight casual and sportswear. If the specialty store is large in scale, it can arrange several leisure scenes, such as ballroom scenes, ski scenes, salon scenes, etc., and use the clothes worn by the models to arouse customer interest.

2) Discovery of themes. The theme display of specialty stores needs to be explored. Only by being unique can you stand out from the competition. There is an ordinary flower shop in Japan that sells all kinds of flowers. The store display is no different from other flower shops, and the business situation is mediocre. The owner of this shop liked roses very much, so he changed the flower shop into a shop specializing in rose flowers, which differentiated him from other flower shops. There are 10 to 20 kinds of rare rose flowers called "Blue Dream" in the store. The characteristics of the flower shop attracted many customers, but the number of rose flowers in the business district was limited, so the shop owner collected a variety of products with rose patterns based on the theme, such as tablecloths, chair cushions, dinner plates, and small items. Decorations, etc., were all displayed in the store for sale, and business was very good. This method not only attracts customers who are interested in roses, but also enables customers who are unfamiliar with roses to discover the charm of this flower.

3) Performance of the theme. In addition to hardware facilities such as shelves, models, samples, and space, the theme of a specialty store should also pay attention to the atmosphere and style presented. For example, clothing stores should be chic and beautiful; food stores should be clean and hygienic; electrical appliance stores should be elegant and gorgeous; watch stores should show the connection between life and time. Even if they are both clothing stores, the product display should be different due to different levels. When dealing in popular clothing, you should avoid displays of wealth and luxury; when dealing in luxury clothing, avoid using ordinary professional models. In short, the form of expression should be consistent with the theme, so as to form characteristics and be loved by customers.

The above mainly talks about the clothing industry. Generally speaking, the clothing industry separates SI and VI. The general cosmetics and hardware industries put SI into VI! Design institutions should insist on pursuing the artistic realm of harmony between man and nature on the road of design!

Specialty store design style

All kinds of specialty stores are blooming in the city. The various decoration and design styles of specialty stores attract people to patronize and arouse customers' unlimited desire to buy. However, In today's commodity economy society, the old and rigid store decoration styles in the past no longer seem to be able to satisfy people's visual concepts and consumption desires. A new generation of store decoration design trends are sweeping in, with publicity, individuality, and conceptual store decoration styles. It stands out and naturally replaces the dull and cookie-cutter decoration style of the past. At the same time, in the modern consumption concept, people's consumption concept is also attracted by the following three styles.

Exaggerated store style

Using exaggerated tones, patterns and new decorative materials to decorate a unique style, refreshing people's vision and giving them a striking feeling no matter where they are.

Personalized store style

Do not emphasize gorgeous decoration, use ordinary or even the most primitive decorative materials to achieve the personality of the store itself, and use different products and accessories to embellish the store to highlight the store. The theme concept has strong visual appeal.

Conceptual store style

It is dominated by post-modernism and incorporates the exaggerated techniques of Western abstraction to highlight the brand store style. The materials used are elegant and concise, and the color matching is eclectic. The atmosphere is alternative and elegant, making people feel fresh and relaxed.