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Shopping with a fashion designer is like sitting next to a movie director — they’ll quickly point out what tricks the actor into looking good and what “traps†make you cry. With a display designer’s guidance, even the most mysterious brand stores become clear. Most customers tend to walk counterclockwise along the walls, drawn in by bright lights, bold colors, or models wearing eye-catching outfits. They often touch the clothes without thinking.
Customer attention is usually focused on the top-right corner of the shelf, while the corners — the "dead zones" — are often overlooked. For men, the golden vision zone is between 85cm and 135cm above the ground, while for women, it's between 75cm and 125cm. Based on this, most stores are divided into three zones: A, B, and C. Zone A is the brightest and most visible area, typically facing the entrance, near windows, or around models. Zone B is the second most noticeable spot, often located near counters or cash registers. Zone C is the dimmest corner, where less popular or slower-moving items are placed.
In many stores, the display designer strategically divides the space. Zone A is the most eye-catching, where the latest trends are showcased and customers can easily see them from the entrance. These items usually have higher customer acceptance. Zone B is the first area customers see when entering, often featuring new seasonal collections and more trendy pieces. Zone C, on the other hand, is in the back or near columns, where the products might be less vibrant or smaller in size.
Some brands, like women’s fashion retailers, place key items near the door to catch attention immediately. Men may rely more on product quality, but in men’s clothing stores, customers often have to try on clothes before deciding. This contrasts with the GAP model, where the men’s section is on the first floor, forcing women to pass through it to reach the upper floors for women’s and children’s clothing — an intentional move to increase exposure to products.
Shelves also follow the A, B, C layout: A is at the top, B below, and C on the left. Area C is often used for vertical hanging displays, featuring slower-moving items. Zone A might look like a treasure trove, but sometimes outdated or overstocked items are also placed here, using lighting and style to create impulse purchases.
In her book *A Theory of Shopping*, Daniel Miller argues that modern retail spaces no longer just sell goods — they create an artistic atmosphere that makes every item meaningful and every customer feel like they're discovering something special. Display styles vary by culture: American styles are direct, British styles are formal, and others are elegant or minimal. In practice, these styles often blend, as seen in brands like Ferragamo, which combines Italian elegance with American simplicity.
Some Korean brands, like T.B2, use creative themes such as "Dream Garden," mixing colors in a way that feels like walking through a blooming field. While themes change, brands often maintain a consistent color identity — like ONLY’s red, LV’s brown, or Ferragamo’s white and beige.
During sales seasons, especially in January and July, the atmosphere changes. Discounted items often move to Zone A, and the store layout becomes chaotic. Music shifts to faster beats to encourage quick decisions, and window displays are simplified to just a big "SALE" sign. Some brands, like MNG, embrace this chaos, creating a warm and inviting environment that draws in customers despite the disarray.
Discounts also help distinguish young brands from luxury ones. Younger brands may flood the market with rush buyers, while luxury brands remain calm and composed. Even some high-end brands have off-season items, but they rarely announce discounts publicly. Instead, sales associates might offer a 10% discount at checkout to encourage repeat visits.
Many brands now recognize that sales associates are part of the store experience. Younger brands often have friendly, energetic staff who wear the season’s must-have looks. Casual brands may dress formally, saying, “Come two, relax.†Luxury brands ensure their staff dresses in line with the brand’s image — for example, Burberry avoids casual wear to maintain a premium feel.
Sales associates are trained to identify customer types: “down-to-earth,†“big spenders,†“mix-and-match lovers,†or “impulsive buyers.†Though customers don’t label themselves, associates can tell just by observing behavior.
Display designers are often skilled professionals, each with their own strengths — some excel in color coordination, others in spatial design or atmosphere creation. Some even train sales associates to enhance the overall shopping experience.
Ultimately, the core principle of retail — excellent service and sales — remains unchanged. No matter how much the layout or theme evolves, the goal is always to connect with customers and create a memorable shopping journey.
July 20, 2025