A.R.E. RETAIL COUNCIL
Michael Cape, Michael Cape Consulting;
Michael De Fazio, Walgreens; Robert
Higgins, Fossil Inc.; Mary Alice Hughes,
Saks; Chuck Luckenbill, OfficeMax Inc.;
Anthony Mancini, Alex Cannon; Marc
Riera, Nike North America
When coming up with a design
strategy for a retail environment,
what is the most critical question
—Doug Foley, vice president of business development,
Miller Zell, Mississauga, Ontario
Who is your current customer, who is your target customer, and what gaps exist
between the two?
— Douglas McFann, principal, Cultivate, Columbus, Ohio
Luis Andrade, Under Armour; Bevan
Bloemendaal, The Timberland Co.
(Retail); Jackie Bonic, Liquor Control
Board of Ontario; Mark Brodeur,
Wal-Mart Stores Inc.; David Curtis,
Crocs Inc.; Ray Ehscheid, Bank of
America; Joseph P. Flaherty, Macy’s
Inc.; Richard M. Geist, Uncle Sam’s
Army Navy Outfitters; Ignaz Gorischek,
The Neiman Marcus Group Inc.; Richard
Hamori, Hudson’s Bay Co. (HBC);
James Harte, Bob’s Stores Inc.; David
Hicks, Canadian Tire Corp.; James
Hilyard, Performance Inc.; Brenda
Houston, Brenda Houston Design; Marc
Jamieson, TELUS; Rob Jordahl, Belk Inc.;
Tom Jowett, Bass Pro Shops; Danette
Kroll, Foot Locker Inc.; Brad Lenz,
Juicy Couture; Paul O. Loux,
Sephora USA Inc.; Michael Mc Tamney,
The Pep Boys – Manny, Moe & Jack;
David Meekings, HAMLE YS; Al R.
Rodgers, Dollar Tree Stores Inc.; Paul
Schleef, Michaels Stores Inc.;
David Thomson, Le Chateau Inc.;
Michael Trowbridge, Limited
Brands; Bob Waddell, Limited Brands;
Bink E. Zengel, Luxottica Retail;
Bill Zuercher, Shopko
Do you know what the perception of your brand is in the marketplace? If so, is it
what you want it to be? If it’s not, how do we get there?
Perception of your brand and your target market. — Umeran Khokhar, visual merchandiser, Retail Oxygen (RO2) Consultancy, Karachi, Pakistan
My response would be, “What are we selling and how do we see the products and brand positioned in the marketplace?” I was taught that conceptual develop- ment must precede design development. Conceptual development will answer the question, “What do we want to do?” Design development will answer the
question, “How do we think the concept is best presented to the audience?”
Lack of conceptual development leads to the trend we see where all stores look like an
Apple store. Watching the leader and studying why it works makes sense, but following the
leader is insulting to the customer’s intelligence.
— Bob McNulty, project management and retail construction consulting,
Dallimore & Co., Brooklyn, N. Y.
What role will the in-line experience play in the overarching story line of the
— Alan Robles, senior design, associate, Gensler, Los Angeles
I certainly agree with the five preceding comments, but would also like to add
the all-important questions of product capacity and what you need your return
on investment (ROI) to be. As we all know, retail space is expensive, so both you
and your retailer need to make this financial consideration.
—Roger Wandersee, president, Sharn Enterprises Inc., Frankfort, Ill.
— Steve Miles, recovery planning, retail street revitalisation,
and urban design, New Zealand
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