TAKEN FOR A FOOL

Just like I read on the book "Why we buy" Men are from Home Depot, Women are from Bloomingdale’s. It is completely true, that is why I felt the need to write about how men shop. They are very important consumers that could easily spend more money than any women if it wasn't a fuzz to find exactly what you need in a department store. There are studies that show that 65% of male shoppers who tried something on bought it, as opposed to 25% of female shoppers.

"Guys are genetically disposed to be hunters, so they walk to the woods and are unsuccessful unless they can kill something reasonably quickly and drag it back home and through the mudroom". - Paco Underhill

A store that I could say that nailed it is UNIQLO in Tokyo, Japan. The designer, Gwenael Nicolas not only created a very inviting space, but he redefined the code of retail.

The windowless facade creates more fluidity between the public and retail space.

The lighting creates the feeling of being outside in the middle of the afternoon.

Everything is very easy to find, divided by colors and perfectly sized.

Men don't like asking for directions, they definitely shop the way they drive. They get the information from reading. That is why it is really important to have dressing rooms and registers perfectly located at a customer's reach or with great signage to show them the way.

Men don't really look at tags if they like something and they actually need they are going to buy it either way. 86% of women look at the price tag and 72% of men do. This is why I think it is necessary to also think like a men when designing retail stores for them. Especially nowadays where no one gets married at a young age, men have to learn to buy on their own. We shouldn't take them for fools.

The Shins

Caring is creepy

We all now how customer service is the number one priority in successful businesses, caring is crucial. I’ve had retail experience in the past, and my managers have always been very concern about it. However, one thing I noticed at the last place I worked was that they didn’t have any resting areas, during busy days we would even have people sitting on the floor, for me this was unacceptable. How can you have your customers sitting on the floor? Then I asked one of the managers, and the thing was that they didn’t wanted customers sitting, they wanted them shopping. Having a chair or any other kind of sitting area for customers says we care for them.

Another thing I’ve noticed is how couples love to go shopping together, but most of the time store have a no boys in the fitting rooms policy. Therefore, I would have tons of boyfriends standing outside of the fitting rooms, desperate to have their girlfriends come out. So it really got me thinking, why not have a special lounge designed for them, everyone would be much comfortable and hence, would shop more.

Just like REED SPACE, designed by upsetters architects who took the meaning of seating areas to a whole different level.

The client's concept was a "cultural community center" and the main concern was how to integrate the commercial space with the public space.

A space more open to those not familiar with the design, art, or even the shop itself.

The small wooden chair, a symbol of the community center, is attached to the wall serving as shelving too.

The jungle gym a symbol of the park, is echoed in the creation of shelves and stairs.

It is all about delivering a playful message.

Every detail contributes to the simplicity of the space.

The division of the space is created by difference in floor heights.

The chairs can be taken off the wall, which makes the space more flexible.