VMSD - September 2017 - T8

CASE STUDY: Storefront ROI in the United States

BY STYLMARK

QUICK FACTS
Motivation: New Storefront Look
Sector: Women's Apparel
Number of Stores: Ten
Project Budget: N/A
Desired ROI: N/A
Retailer Victoria's Secret approached Stylmark to develop
an anodized aluminum extrusion that could replace the
current steel extrusion they were using on their store-
fronts. Victoria's Secret existing storefronts were made
from a mirrored stainless steel. These steel extrusions
used for the storefront were heavy, very difficult and time
consuming to install.

Design Elements
To begin the project, Stylmark developed a die similar
to the existing steel extrusion that was twelve inches tall
and developed a special finishing machine to achieve the
same look as the current steel extrusion. Next, Stylmark
developed a concept die drawing that was approved by
Victoria's Secret's store design team based off the current

steel storefront extrusion being used. Then, working with
Stylmark's aluminum extruding partner, they finished the
drawing, developed the tooling and did a die trial that took
about four to five weeks. Once the die trial was approved,
production on material began which took about two
weeks.

Project Management
There were ten stores in the redesign program. A Stylmark
account manager worked directly with the store design
team from Victoria's Secret. The account manager brought
the design vision to the Stylmark engineering team who
developed the die. Once the die was developed, Stylmark's
purchasing manager worked with their extruding part-
ner on the die trial and then once the trial material was
approved, store-ready extrusions were run. Those extru-
sions were then anodized to the 118 Victoria "Steel" finish
and delivered to the customer. The finished product can
be seen in the picture below.

Outcomes
While both the steel extrusion and the anodized aluminum
extrusion are very durable, the anodized extrusion installed
in less time, required less labor on site and cost less to ship.
The original cost per square foot was $220 and using the
new material reduced the cost to $20 per square foot.

Return on Investment
This was a 60% savings on material - and about 25%
savings on labor. This was an immediate return for the
retailer. Ten stores received the new storefront aluminum
extrusion during this rollout.
8

2017 Shop! ROI Standards: Store Redesign
2017 Shop! ROI Standards: Store Redesign



Table of Contents for the Digital Edition of VMSD - September 2017

VMSD - September 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
New Beginnings
Tearing Down Walls
Car Talk
Special Report: Retail Lighting Design
Showroom
Ad Index
Checking Out
VMSD - September 2017 - Intro
VMSD - September 2017 - VMSD - September 2017
VMSD - September 2017 - Cover2
VMSD - September 2017 - 1
VMSD - September 2017 - Contents
VMSD - September 2017 - 3
VMSD - September 2017 - From the Editor
VMSD - September 2017 - 5
VMSD - September 2017 - Vmsd Editorial Advisory Board
VMSD - September 2017 - 7
VMSD - September 2017 - The Goods
VMSD - September 2017 - BI1
VMSD - September 2017 - BI2
VMSD - September 2017 - T1
VMSD - September 2017 - T2
VMSD - September 2017 - T3
VMSD - September 2017 - T4
VMSD - September 2017 - T5
VMSD - September 2017 - T6
VMSD - September 2017 - T7
VMSD - September 2017 - T8
VMSD - September 2017 - T9
VMSD - September 2017 - T10
VMSD - September 2017 - T11
VMSD - September 2017 - T12
VMSD - September 2017 - T13
VMSD - September 2017 - T14
VMSD - September 2017 - T15
VMSD - September 2017 - T16
VMSD - September 2017 - 9
VMSD - September 2017 - 10
VMSD - September 2017 - 11
VMSD - September 2017 - 12
VMSD - September 2017 - 13
VMSD - September 2017 - Design Detail
VMSD - September 2017 - 15
VMSD - September 2017 - 16
VMSD - September 2017 - 17
VMSD - September 2017 - New Beginnings
VMSD - September 2017 - 19
VMSD - September 2017 - 20
VMSD - September 2017 - 21
VMSD - September 2017 - 22
VMSD - September 2017 - 23
VMSD - September 2017 - 24
VMSD - September 2017 - 25
VMSD - September 2017 - 26
VMSD - September 2017 - 27
VMSD - September 2017 - 28
VMSD - September 2017 - 29
VMSD - September 2017 - 30
VMSD - September 2017 - 31
VMSD - September 2017 - 32
VMSD - September 2017 - 33
VMSD - September 2017 - 34
VMSD - September 2017 - 35
VMSD - September 2017 - 36
VMSD - September 2017 - 37
VMSD - September 2017 - Tearing Down Walls
VMSD - September 2017 - 39
VMSD - September 2017 - 40
VMSD - September 2017 - 41
VMSD - September 2017 - 42
VMSD - September 2017 - 43
VMSD - September 2017 - Car Talk
VMSD - September 2017 - 45
VMSD - September 2017 - 46
VMSD - September 2017 - Special Report: Retail Lighting Design
VMSD - September 2017 - 48
VMSD - September 2017 - 49
VMSD - September 2017 - 50
VMSD - September 2017 - 51
VMSD - September 2017 - 52
VMSD - September 2017 - 53
VMSD - September 2017 - 54
VMSD - September 2017 - 55
VMSD - September 2017 - 56
VMSD - September 2017 - 57
VMSD - September 2017 - 58
VMSD - September 2017 - 59
VMSD - September 2017 - 60
VMSD - September 2017 - Showroom
VMSD - September 2017 - 62
VMSD - September 2017 - 63
VMSD - September 2017 - 64
VMSD - September 2017 - 65
VMSD - September 2017 - 66
VMSD - September 2017 - Ad Index
VMSD - September 2017 - 68
VMSD - September 2017 - 69
VMSD - September 2017 - 70
VMSD - September 2017 - 71
VMSD - September 2017 - Checking Out
VMSD - September 2017 - Cover3
VMSD - September 2017 - Cover4
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