Point of difference
What is currently the biggest challenge facing store design suppliers?
OMA Shopfitting Systems designer Mark Judd
Creating a point of difference. Eco-friendly Innovations. Designing within cost limitations
Mei + There are always many challenges in this industry, one being the reaction time and deadlines the clients have to achieve. They are busy trying to deliver a store opening and the fixtures and fittings are often left to the end of the process, this puts pressure on us to deliver. Lucky for us we have so many years of experience, thousands of stocked items and a very knowledgeable team that eases the pressure enormously for our customers. Another issue is the many small operators that are popping up and disappearing just as quickly. These guys are offering sometimes cheaper quality and prices, there are usually strings attached and many more surprises for the customer
Storeworks CEO Martin Henry
Our biggest challenge is helping our smaller clients merchandise well. Often people get into fashion because they love it, but without any formal training in merchandising or store design, and without the budgets of the bigger retailers they often struggle to present their clothes in the best possible light
What are some of the ways suppliers are responding to the challenge?
OMA Shopfitting Systems designer Mark Judd
Research and development of new materials, processes and recyclable options
Mei + We continue to develop great new products and represent leading manufactures from around the world, this along with showrooms conveniently located for the customers to come and see the extensive ranging helps them select a better fit for their needs, with accuracy and confidence. As far as the small quick fix, short life span operators, well we deal with this by continuing to offer more to our customers, and we are very good at fixing others problems and short falls. competition is good for all, if it is of value and substance, and does not damage the industry for the ones that truly deliver
Storeworks CEO Martin Henry
We've responded by releasing a magazine - we actually sent out one through this magazine to every reader, and have put it in pdf form on our website - which goes into details such as dressing mannequins, latest colours and trends in store fittings, choosing the appropriate hanger for your clothes etc
How has store design changed in the past 10 years?
OMA Shopfitting Systems designer Mark Judd
The awareness of ergonomics, workplace safety issues and occupational health and safety
Mei + Design has been simplified to a minimal look, with single hang rail, no visual merchandising and no fuss. This has then moved to far more ward robing of wall systems , textures and colours back in store, great windows filled with mannequins and life, and far more variation in the offer. The retailers are focusing on the target customer and their comfort level. This is a great move forward that we are seeing around the world, with the retailer speaking to their customer in a more intimate and appropriate way
Storeworks CEO Martin Henry
Metallics are back in fixtures, not just clothes! Wood is on the decline, unless in very dark colours. Luxe is the big story, people will pay more for quality, style. By contrast, if its cheap, it has to be dirt cheap! Stores are getting bigger too, whilst we're still way behind the US on this, we are catching up and can now show full ranges
How is store design likely to evolve in the next 10 years?
OMA Shopfitting Systems designer Mark Judd
Striving for innovation. Integration of virtual shopping experiences
Mei + I think we will see more individualism coming through, we will see store design in line with marketing campaigns, identifying with their customer and a big push on building loyalty and experiences
Storeworks CEO Martin Henry
Style - everything is becoming about style. Your store needs to convince your clients that they can trust you, so store design is far more important than ever. Simplicity - busy, overstocked stores are out replaced by "oases of calm". Transience - it's more about props than fixtures ie the look of a store is a stage for a production, that changes from season to season, and year to year
If you could work in any other area of fashion where would it be and why?
OMA Shopfitting Systems designer Mark Judd
Expressive design of fashion display windows incorporating mannequins and new innovative materials
Mei + No where, in our position as a supplier to the industry we are very fortunate as we get to be a part of all target groups, with every discussion we have being different and interesting
Storeworks CEO Martin Henry
I guess I'd try my hand at fashion design/direction. As the CEO of Storeworks (and Stare) I have to come up with new "ranges", put on fashion shows etc - it's just that it's furniture, not clothes, so it might be fun to do that too. But I have to say, I do love my "furniture" and we have got some great new stuff coming up