Design isn’t everything! Strange words coming from a designer? Let’s be real though – there’s more to retail than store design.
As a designer, part of me dissects and critiques the design of every store I enter. I believe that a well-designed, branded experience is the key to successful retail – but there are other factors at play.
I recently visited Floorplay Socks, a wonderful little store that opened on Queen St. West, Toronto last summer. Although it has a charming storefront and a quaint functional interior, there’s really nothing to it design-wise. It won’t be winning any design awards or gracing the pages of a glossy industry publication.
What it does have going for it is:
LOCATION – It’s nestled in the Trinity-Bellwoods stretch of Queen St., away from the more commercial area surrounding Spadina, where chains rule. It’s a great little neighbourhood where a selection of independent shops thrive, creating a shopping synergy.
PRODUCT – Super trendy, uniquely patterned socks! (What could be hotter right now?). The offering, mostly for men but with a decent selection for women, features several brands alongside a well-priced offering of private label product. Amassed along the perimeter walls, the product speaks for itself.
STAFF – The salesperson (presumably the owner) was friendly, helpful & engaging.
Floorplay Socks, Queen St. West, Toronto
Leaving the store with three pairs of socks, I felt like I had found a gem in the rough.
For retail, store design is a very important part of an equation; an equation that also includes other variables such as product (assortment & price), location & staff – not to mention visual merchandising, in-store communications, & media communications. For now, this store works – it sells a hot fashion product in a hip neighbourhood. So far, it’s a unique offering that few, if any, other retailers have attempted. That might be enough today, but should the sock trend last, drawing other players into the market, this retailer will need to step it up to stay ahead of the “me too” retailers, by turning to design.
