In my previous post I discussed how stores themselves can brand their look, but another consideration is the look of the entire edifice or plaza. So, for instance, if stores are in an indoor mall does the look of the mall draw shoppers or repel them? This question also applies to the look of an outdoor plaza. Architecture, color, and theme are but a few of the considerations that a designer must consider. Is the brand placed in a place that draws shoppers? If not, is there a place that draws consumers that would enhance the brand’s image? Could you image selling Chanel out of a rundown shack of a mall? Never!
I have yet to see a plaza that can compare with Milan’s Galleria di Vittorio Emanuele II. The architecture is absolutely spectacular and the most brands in the plaza, ( eg. Gucci, Prada, Louis Vuitton), fit appropriately. The plaza exudes magnificence, style, grandeur and these high end brands took notice and decided it was a place they wanted their brand to be sold. Even consumer who may not be able to afford such items still like being in the atmosphere, and will no doubt recommend the plaza to others, if not for the items themselves, certainly for the aesthetic experience alone.
Whether they are high-end brands or not, fashion designers should always consider where their brands will be sold and how it affects their image. For instance, what does it mean for a brand to be sold at K-Mart versus Bloomingdales? Being in the right environment is crucial to the brand image and popularity so in order to be a successful brand designers must make the right choice.
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