Retail Design Report: Current Trends, Design Strategy, and Design Outcome

Brief:

With consumer preference for online shopping continuing to increase and high street retailers facing higher rents, many well-known retailers are making challenging decisions to invest and make changes to stay relevant and trading. Consumers are turning their backs on 'out dated' retail formats in favour dynamic 'retail experiences' which add value to their purchasing decisions, brand loyalty and enjoyment of shopping on the high street. 

Based on the retailer and retail space your design team selected, and the information gathered for the presentation, you are required to write a 3000 word design report. This should fully document your individual understanding of the current and future UK retail sector, the role of retail design, and how this has informed your final proposal. 

The report should demonstrate your understanding of the challenges and opportunities facing the high street and how retailers from your chosen retail sector (e.g. clothing, food, music) are fighting back to stay relevant to their customers. From this research and analysis, you will be required to fully communicate the rationale behind your design outcome which should include, but not limited to; a full analysis of the current brand and retail space; how your design proposal improves the retail experience, and concluding with your recommendations. 

The following is for guidance only:

Review of current trends: 1500 words approximately, discussing what's going on in the UK retail centres? What do people want and where are retailers missing out? You are to undertake secondary research and primary research which should stretch beyond just your peers. Visit the high street, the Highcross shopping centre and other towns and cities if you can. What do you see and find, what sort of issues can you identify? Read what the press is saying, journals and other materials which examine what people are saying.

Placing your chosen retailer category at the centre of your research e.g. fashion, food, books etc, identify the key trends and issues facing those retailers today. How is design in this category of retail being used to improve customer engagement, if not why not? Ensure that you include precedents of retailers using design well (or not) to support your discussion.

Design strategy: 1000 words approximately, using the work you have already completed with your design team and the issues that you have identified within the retail sector, you will need to show your understanding of the opportunities and challenges facing your chosen retailer.

You will be looking at their retailing offering as whole, online and high street presence, and highlight any potential areas for improvement or reimagining. You are to outline in detail what design strategies you have applied from your research and justify why this is the appropriate idea or ideas for your retailer and what are your perceived benefits for your client e.g. improved brand awareness, increased profits, more social media postings etc. Ensure that you include examples. Support your discussion with visual materials images and similar. 

Design outcome: 500 words. Your report should show approximately 5 design sheets which should include: 

• A new floor plan

• A customer journey

• A mood board

• Visuals of the key areas of your proposal.

Using your images to aid communication, explain in detail the key areas in relation to the retail space and how the customer interacts. You should conclude your report appropriately with your findings and recommendations. You are strongly encouraged to make improvements on the group design proposal based on any feedback you have been provided from the group presentation and bring your own individual direction to the project.

Note: The work will be assessed on the ideas and justification rather than your technical ability with CAD or other similar software. How you choose to illustrate your ideas is down to your own judgement.