VMSD - May 2012 - (Page 36)
By Tom Zeit, Contributing Writer
BRINGING THEIR A-GAME
In an unusual move for the value category, Bob’s Stores relies on visual tools and flexible fixtures to put brands front and center.
Bob’s Stores had a very specific problem to solve with its redesign: It needed flexibility. With stores across the Northeast, Bob’s sells primarily men’s activewear at reasonable prices, with a commitment to featuring the latest brands as the focus of its visual merchandising – hence its “House of Brands” moniker. Since brands come and go, trends move fast and inventories change quickly, Bob’s needed a new store design that allowed it to put the right merchandise in the right places without a lot of trouble. “All their stores had been locked into hard architecture and rigid fixturing where nothing ever moved,” says Paul Lechleiter, chief creative officer at FRCH Design Worldwide (Cincinnati), which was charged with the redesign. “They couldn’t really reset their stores seasonally, so they needed to be more nimble.” Along with this, Bob’s wanted every brand to get A-level treatment, meaning none of the bad real estate that plagues big-box stores. “That meant setting up great sightlines, a fixturing system that you can see over and around, and a lot of devices that help with internal advertising,” Lechleiter says. “As soon as you walk in the door, if you stop for five seconds, you should be able to pick up what this store is about.” The new design, on display in Long Island, N.Y., includes a center aisle running from the cashwrap in the front of the store all the way to the shoe display on the rear wall, which is the store’s biggest traffic driver.
36 MAY 2012 | vmsd.com
J. VA N. B PH OTO GRA PH Y, JAS O N VA N B L ARI CU M , NE W YO RK
http://www.vmsd.com
Table of Contents for the Digital Edition of VMSD - May 2012
VMSD - May 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Design Detail
Kicking the Battery
Streets of Gold
The Light in the Window
Bringing Their A-Game
Sailing to New Heights
Showroom
Ad Index
Checking Out
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