DDi - July 2010 - (Page 56)

56 | Think Tank The value of design s we began the process of reinventing the Saks Fifth Avenue OFF 5TH brand some three years ago, we asked ourselves these questions: Should a value shopping channel actually be designed? How can we get great design at a great value? And, perhaps most importantly, do our customers expect (and value) design in this type of environment? The answer to all of these questions was a resounding “yes.” A Designing for value From the start, we knew that design was a necessity. Even the most stripped down store has to be designed. For us though, it was a bit different. Saks Fifth Avenue is part of our name, and there’s a very definite heritage that people worldwide have come to know and love. So, while we were clearly not designing a Saks Fifth Avenue store, we needed to design one that would be respectful of the name and reflective of the parent brand. “Luxury in a loft environment” became our mantra. Leaving a ceiling exposed, simplifying lighting and taking advantage of open space all seemed appropriate and practical, but also well designed. And when people think “Saks,” they think New York, so this seemed like a natural fit. But it was not just the aesthetic that was important. Merchandising in the value channel changes rapidly, so it was equally as important that we understood how to change a store quickly. We needed flexibility and versatility. So, we designed a simple and straightforward fixture program that was store-friendly, had clean lines and allowed us to showcase a variety of products using the same type of fixture. A tie table could become a glove table; a hang/fold unit could be shelved for dress shirts or barred out for coats. All of this took thought. All of this was designed. Harry Cunningham offset costs for nice (yet maybe unnecessary) wallcovering? Taking a “Design on a Dime” approach, we had inspiration—and then we had reality. Importing fixtures was the easy part; by now we’ve all done that. The more interesting challenge was finding other resources that were stylish and affordable. As was the case almost everywhere, budgets got tighter and costs needed to come down. Design, however, needed to go up. We had to think differently. We found great outside partners that enjoyed value engineering as much as we did, and we found fun in doing great things for less money. (Who would have guessed?!) What’s the real value? Our stores looked great and they were affordable, but did it really matter? Interestingly enough—yes, it did. Over the last few months, we’ve been able to get some great feedback from our customers. They like the environment. They find it easy to shop. They value the design. Whether it’s the David Chihuly blown-glass ceiling at the Bellagio in Las Vegas, the sealed concrete floor at Anthropologie or the satin nickel I-beam at Saks Fifth Avenue OFF 5TH, someone thought about the design—and someone else probably asked the question, “what’s this going to cost?” At the end of the day, it’s our responsibility to create great design— and it’s equally our responsibility to remain cognizant of costs. We should both value DESIGN, and VALUE design. —Harry Cunningham is vice president/creative at New York-based Saks Fifth Avenue OFF 5TH, an off-price division of Saks Inc. Design at a value Design comes with a price tag. What exactly that price is, though, is negotiable. If we spend too much money on design, will customers think they’re spending more than they should on that pair of jeans to | July 2010 www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - July 2010

Display & Design Ideas - July 2010
Contents
From the Editor
Newsworthy
Shopper Insights
Quick Tips
Greentailing
Editor's Choice
Design Snapshot
Channel Focus: Health & Beauty
CityCenter
State of the Fixture Industry Roundtable
Products
2010 Fixture Leaders Listing
2010 Fixture Leaders Company Index
Right Light
Product Spotlight
Advertisers
Calendar
Classifieds
Think Tank

DDi - July 2010