How much thought have you put into your store design?

With the design of the 3.1 Phillip Lim flagship store being featured on this weeks Trend Insights blog it got me thinking... how much thought have you put into your store design?

From the pictures it seems the architecturally designed store is based on a striking minimalist design with a few pieces of clothing on rails around the edge of a huge floor space and angular display units placed within the open space.

Honestly, I think it looks great but I'm not sure I'd want to shop there but that doesn't necessarily make it wrong - I'm probably not their target customer. And that is the point to remember - the idea of good store design is to encourage your target audience to come in and shop in an environment that makes them comfortable.

Design should go further than simple point of sale displays. It encompasses elements such as heating and ventilation systems, lighting, music and product positioning, all of which should combine to reflect the brand you are trying to portray and the ethos behind your store.

If you compare some of the high street stores it is easy to see how store design differs. Primark if a bargain brand, they are selling based on price and quantity so their products are stacked on display,the racks are often jam packed. Not much attention is paid to presenting the products in their best light and, it has to be said, in the majority of their stores not much attention is paid to making the customers feel beautiful in the changing rooms either. However, that's not important as that's not what most Primark customers are after. They understand that for the price of the garments they will not be getting personal service or a garment that will last them years and they are willing to forgo those for the bargain top.

However if you look at a store like Abercrombie & Fitch who are slightly more upmarket and appeal to the a trendier, better off target market, their stores encompass interesting displays, personal customer service, funky music and flattering lighting - all in an effort to make sure the customer feels happy paying out a premium for a pair of jeans. Their stores reflect their branding perfectly and, while not to everyone's taste, certainly seem to be very effective.

And that ability to reflect the brand is where Independents can really differentiate themselves. They have the opportunity to chose their own look and train their staff in how they want to treat their customers but the recent recession has meant that many stores are pulling back on re-fits and re-designs due to the economic pressures but there are still ways of rejuvenating your store.

Last week Retail Week featured an article all about store design (read the full article here) which stated that although many had held back during 2009, 2010 seemed to be seeing a return in confidence and investment in store design.

The article said not to expect loads of new store formats as people are still trying to recover from 2009 but that 2010 will be all about graphics and 2D displays rather than 3D point of sale displays. Basically it's more about a makeover than major surgery.

And it doesn't have to be all about looks. It's important not to forget the benefits that can be reaped by revamping your customer service. As the trends for authenticity and personal service continue to grow ensuring that you and your staff are putting the customer first and making them feel valued could all add to the "feel" of your store and ensure return custom.

Do you have an innovative take on store design? Have you gone the extra mile for your customers?

We'd love to hear you stories and, if you are willing, to share them on the blog. If you're interested please leave a comment below and we'll be in touch.