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Commercial planning
BOYS
GIRLS
Commercial planning
consists of two key areas:
ACTIVE
during, and after the product launch.
The store zoning is used to determine how visitors meet the collection
• Fixture layout
in the ECCO store.
• Fixture & Customer Service
WALL FIXTURING
the product, but also on the marketing of the new product before,
FITTING SEATING
Merchandising the collection continues with the store layout which
F
Layer 2
The success of a new product depends not only on the idea behind
FITTING SEATING
Layer 1
WALL FIXTURING
LADIES
Performance
F
Fixture & Customer Service
E
E
MEN’S
Performance
Store Zoning
FITTING SEATING
FEATURE WALL
It comprises the following points
•Product areas grouped and connected by function
CATEGORY
WALL
Unity concept User manual
WALL FIXTURING
WALL FIXTURING
FITTING SEATING
D
WALL FIXTURING
Unity concept User manual
LADIES
Formal
BUSINESS
12
BAGS
FITTING SEATING
D
MEN’S
Formal
MEN’S
FITTING SEATING
Prerequisites for a rough racking layout
•Rough estimation of space requirements per product area
C
•
A
A consistent and conceptual outlook
FITTING SEATING
C
A
•
CASH DESK
WALL FIXTURING
•How the visitor meets the range
B
LADIES
Casual
B
MEN’S
Casual
WALL FIXTURING
•How the visitor flows through the store
13