Paco investigates on the basis of rigorous empirical data how the spatiality of retail environments affects purchasing habits of consumers. Branding as a spatial sensorial concept versus purely signage is what separates highly successful retail companies from less successful ones. Polo Ralph Lauren is one of the successful retail companies mentioned not only in its ability brand itself but also in its ability to project a specific lifestyle onto the consumer. A lifestyle encourages the consumer not only to buy the dress pants, but the matching belt, socks, and earrings. In this case the store simulates a highly specific highly designed life. I found it interesting that behavorial analysis of consumer shopping patterns along with an architectural branding equally contribute to the construction of successful fashion houses. I wonder if Paco ever comes across new modes of display fostering unexpected ‘results’. Are there any retail design bloopers amidst that massive collection of shopping surveillance footage?
In response to Ians post….How is it productive to demonize market forces in a capitalist economy? As architects we are trained to design marketable products i.e. buildings/ chairs; our profession hinges on the consumer market.
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