Is the department store design finally changing?
The design of department stores in the Philippines has remained the same for decades. These stores usually have an open floor layout and display racks arranged in a grid pattern. Each floor is designated a specific niche (men's wear, women's wear, shoes, bags, toys, furniture, etc.), and an atrium with escalators is placed in the middle of the store where customers ascend and descend. While lighting and materials used in the design have improved, the floor plan remains the same.
Recently, clothing store Levi's reopened its revamped space in SM Makati. The shop is located on the second floor of the department store, within the men's wear section. The boutique is now distinct from the rest of the space, like a store within a store.
The store sticks out from the other brand's unique design, different display racks, and brighter lighting.
Marielle Ardiente, vice president for Marketing and Customer Experience of Signature Lines, Inc. of SM Retail, likens the revamped space to the department stores she has visited in Bangkok, Thailand.
Upscale department stores in Thailand, and also here in the Philippines, have different layouts. The brands have their own space that they can design according to their aesthetic. These department stores are like shopping spaces featuring a collection of small stores that have distinct designs.
“In terms of the store look, the store design, it's the brand's decision. Of course, we adjust according to the size of the store but it's predominantly the brand. Since we're from SM, our expertise is retail, the input we give is for customer experience,” Marielle said in an interview with GMA Lifestyle.
The brand just needs to follow certain limitations like designing within the allotted space, in this case, 100 square meters. The lights should not be too bright and distracting. Since the store is located by the window, the brand was able to utilize the window display to showcase its products. It's also the clothing brand's first department store location that has a Tailor Shop where buyers can customize their purchases.
The brand known for its classic 501 Jeans and other denim products, wants to transform its other branches into more “dynamic spaces.” While the redesign is not too drastic, the store has advanced digital features and more attractive displays. The specific branch also has an artist who can customize the products at the Tailor Shop.
Does this mean that SM Store is finally changing its store design and layout?
When asked if the company plans to change the design of its stores, Marielle said that this could be the start of a new design. She said that one of the reasons Levi's redesigned its space is to attract a younger market. The brand dubbed the redesign “Next-Gen.”
“With this, susunod na diyan ang ibang brands, feeling namin maiiba na rin ang desisyon ng floor planning so the brands will be allowed their own design,” she said.
[With this, the other brands will follow, we feel that the decision in floor planning will change also so the brands will be allowed their own design.]
MEANWHILE, CHECK OUT HOW CELEBRITIES STYLE THEIR JEANS
