How can store design help personalize the customer experience? Women’s Wear Daily asked Jeffrey Hutchison to explore the fundamental shifts taking place in the retail shopping industry. You’ll want to read the entire WWD article here.
In the June 2014 issue of UK-based Boutique Magazine, fashion retail architect Jeffrey Hutchison shares his expert insight in the article “Interior Motives” (pages 50-51). Drawing from his extensive career in the design world, Hutchison advises retailers in apparel and luxury goods on the most critical business practice they can implement — creative and well thought out retail design. Hutchison highlights the benefits to retailers utilizing inspiring interior elements, including differentiating brands from their competitors, increasing bottom line sales and engaging consumers in a more meaningful way.
“[Retail design] has become one of the most creative areas of the interior design world. In fact, I see retail design’s influence in hotels restaurants and even residences.”
“It is critical for retailers to tell a good story — creating a visual link between the message of the store and the space, and how the products or brands fit into a customer’s lifestyle… this means allowing more space within the store to be allocated to the storytelling experience, balanced with showcasing product.”
“We connected [Streets of Georgetown — men’s specialty boutique JHA designed in Washington, DC] with its heritage but at the same time wanted it to feel modern and relevant to today. We were inspired by the blend of old spaces with modern elements found in Brooklyn, New York, but we knew we had to design the interior to fit with its local area and building.”
“[Design] elements, while taking away valuable space for products, can do an equally important job of providing an emotional connection to the product.”
“The integration of commissioned art pieces [to retail spaces] is now becoming almost commonplace… It adds smoother visual dimension to the store and allows for a deeper narrative to exist between the product and the consumer.”
Recently the much-read insider source of retail and fashion news Racked NY asked architect Jeffrey Hutchison to name his pick of the top-ten best-looking stores in New York. Read on to hear the industry veteran’s sometime-surprising rundown of the city’s retail design highlights…
Read the full article on Racked NY
Fashion retail architect Jeffrey Hutchison of Jeffrey Hutchison & Associates spoke recently at the AFINGO Fashion Forum during MAGIC in Las Vegas on the topic of maximizing retail sales. Joined by industry experts from Lucky Magazine, Zappos, CreateThe Group and Community Collection, Hutchison addressed how to build the ultimate retail environment and offered tips for brand space perfection.
Stay Focused. When referencing stores who often tackle too many things at once Hutchison quipped, “their eyes are bigger than their stomach, focus, smaller can be better.” Ideally, you want a total brand experience, but don’t allow delusions-of-space-grandeur to cloud the visual path to your product.
Mind Your Manners. “Customer service is important, service should be tailored to what you sell,” Hutchison advised. To those who are still apprehensive about investing in physical retail space, Hutchison presented Apple as a brand that has achieved a great number of sales both on and offline.
Pop-Up Exhaustion. Hutchison drew attention to the advent of pop-up shops, which he deemed a by-product of the increasing number of empty retail space, due to economic downtown. “There is an opportunity there [pop-up shops], but not every opportunity is going to be the right strategy for your brand.”
For more information on the event, visit the AFINGO site for the “Las Vegas: Get it Sold Recap”
Fashion retail architect Jeffrey Hutchison has created The Haberdashery Collection, a trio of unique, sculptural display elements to highlight men’s accessories. Handmade in feel and inspired by the work of Alexander Calder, the collection is constructed of bent metal wire and shaped to reflect an aspect of the human form, giving merchandise scale and context.
Designed for tabletop use, the whimsy of each piece allows products – such as eyewear, neckties, cufflinks, etc. — to become approachable to the customer. Unlike fixtures, the mobility of the pieces intentionally provides retailers with multiple uses and flexibility. The Haberdashery Collection helps to tell a story about the items they showcase while enhancing their luxury with minimal effort for retailers.