CAVAL
Module:
Retail Space Planning
Year:
2023
For this module, I was tasked to create a 3D model of a retail space by a brand that I came up with with a commercial space approved by my lecturer and detailed planograms to show the arrangement of products. I brought over my brand CAVAL that I created for my merchandising project and used the merchandise assortment and branding to propose a appropriate floorplan and size for this module.
MERCHANDISE ASSORTMENT
These are the categories that the brand offers. There are 4. Streetwear, Casualwear, Businesswear and Accessories. The planograms that I will be doing for the store will be on the Spring collection.
MERCHANDISE SHEET
STORE LOCATION
Bugis Junction is famous among locals and tourists for its variety of stores from food to accessories. Located in the center of Singapore's arts and culture district, many customers from youngsters to adults frequent this place. It is located near the Laselle College of the Arts and Singapore Management University, bringing in a wide range of customers from professionals to young stylish people.
The target demographic of the mall are young adults and Professionals, Mangers, Executives and Businessmen (PMEBS). This aligns with the target customers of CAVAL. Furthermore, the mall is also compromised of an office tower and hotel.
It is also very accessible. The Bugis MRT line is located right in the basement, making it very convenient to visit the mall. There is also an overhead bridge connecting Bugis Junction to Bugis+, driving in more traffic there.
I have picked the unit 01-03 at Bugis Junction for my store. The size of the store is 850sqft, which is adequate as my total planned sales is $920,000 (Click here to see my merchandising project) This ensures that I will be able to pay my rent on time and make a decent amount of profit. The width and length of the store is 17ft and 50ft respectively. It is about 9.2ft tall. The hanging capacity of my store is about 700.
The escalator is also located right in front of the store. It brings in traffic and visibility to the store. Even if customers do not enter the store, they will be able to see it easily.
The area around the store is also clustered with fashion brands. Charles and Keith and ALDO are around here. Customers looking for fashion items will visit this place, and may look into CAVAL.
Charles and Keith is a big brand that usually brings in customers to this area. It will be able to help bring visibility to CAVAL.
Furthermore, one of CAVAL's competitors, Benjamin Barker is located just right beside. They are a menswear brand sells similar merchandise to CAVAL. This allows us to share customers with Benjamin Barker, bringing in more awareness to us.
FLOOR PLAN
The store is also designed in the loop format, maximizing the visibility of our merchandise and customers may also purchase something that they did not intend to get. The angular shape of the entrance first directs customers to the right side of the store. The powerwall also engages them and encourages them to go to that corner first. Then, second powerwall at the back of the store encourages customers to browse that section. Finally, the 3rd power wall at the left side of the store will then encourage them to walk over there, effectively controlling customer's pathway and creating a loop layout.
PLANOGRAMS
3D MODEL
