the brand. Also the gold and brown colour tones found in Louis Vuitton stores
are in harmony with the brand’s visual identity and luxurious brand appeal.
The Chanel monochrome black and white, which evokes classic chic, is felt
both in the stores and in the other aspects of the brand’s communications.
Colour can also be used in retail stores to influence shoppers’ moods and
increase purchase probability. The appropriate management of colours
through knowledge of colour functions often complements an effective store
design. For example, the colour red is considered to be exciting and escalates
the body’s metabolism, and yellow is believed to be the colour of intellectual
and mental stimulation. Blue is considered as the colour of calm and dignity
while green fosters harmony and uplifts spirits. Brown is considered calming
and wise; black is sexy and sophisticated; while white evokes purity, inno-
cence and agelessness.
Another crucial aspect of retail store design is lighting. It is highly essen-
tial as a tool for the manipulation of space and enhancement of colour and
visibility. Effective lighting can influence the size appearance of a store,
making it appear large, small or long. Lighting can also affect the way a
store’s decorations are viewed, affecting the colour tones of both the store and
the products displayed within the store. It is important to place strong light-
ing in the product display sections of the store, irrespective of the overall
mood and atmosphere. Other design tools such as mirrors and glass are used
to manipulate lighting to create an impression of a larger space. For example,
large well-positioned mirrors can reflect lighting from one window, creating
the appearance of two windows in a store with only one window.
Decorations within the retail store are also vital in luxury fashion retail-
ing. The luxury store is more than a selling channel, it is also a means of artis-
tic projections that present expertly crafted goods and an appealing brand
image. The aesthetic appeal of a luxury fashion store is one of the major
chapter 4 83luxury retail design and atmosphere(a) The boutique store layout (b) The free-flow store layout
Figure 4.2 Store layouts
Note: Lines and boxes represent product shelves.