Brand Strategy for Retail
Project date: 1990“Domaine feels like a place you'd like to move into: i.e., pay the rent and stay.” John Hinterberger, The Seattle Times
Retail brands are defined at the point of purchase. Retail design, signage, display, product selection, return policies, customer service training, all do more to define the brand than the advertising does. The development of a new retail housewares/home furnishings store in a competitive market requires finding a niche unexplored by others. Duane visited every kitchen and housewares competitor in the market area, and identified their strengths and weaknesses and how the market was being served. Along the way noting the ideal way to display nearly every kind of product offering.
Then Duane partnered with his client to source an Architect/Project Manger, a Construction Manger, and various consultants to produce Domaine, a 2,963 square foot up-scale kitchen/home store. He performed a name generation process. Developed a market profile and roughed out a initial marketing plan to guide his design efforts. He created the initial space plan. Developed design themes, and worked with the experts on fixture details, and interior signage. Duane also sourced key material suppliers and helped with initial store management hiring.
The solution:
- By hiring one person with a broad skill set the client saved money.
- Duane's broad background helped coordinate the design thinking of Architect/Draftsman, Cabinet makers, General contractors, Display designers, Signage makers, Logo designers, Product buyers, into seeing the project as a whole.
- Duane's client orientation helped the client be more involved in the design process and communicate visual ideas to others in the project team.
- That process helped the client define a vision of what he wanted and we could better match that to a gap in the marketplace.
- The discovery process provided the inspiration that every store has similar product selections, the difference is the environment.
- Duane defined the store as "packaging the customer walks through".
- Designed ideal fixtures for product presentation, and a "place for everything" feel.
- Developed neutral color pallet to let product stand out.
- Created finishes for a very polished look.
- Opened to a rave review in the Seattle Times, and survived significant market changes over the course of 20 years.
COMPONENT PROJECTS
Competitive Research
Brand Strategy
Space Planing
Store Design
Fixture Design
Name Development
Vendor Sourcing
Hiring Process
