chapter 9 - CADS 1740

· What is space?

All of the available area within a given 2 or 3 dimensional boundary

· What is composition?

The arrangement of elements within the space

· Know the differences between 2-D and 3-D spaces for the 5P's.

2D: Areas within the boundaries of a building façade, A landscape floor plan, A wall, a ceiling, a floor, A product silhouette, A Web or catalog page, A magazine advertisement, sinage, Packaging

3D: Area within the architectural structure, The landscape, The product's form, Window Displays, Subdivisions of the store interior, Packaging

· How is space essential for building brand awareness and differentiating a brand? Know store aisle example.

Appealing sensory form, influences on costumer emotions and enhancement of the brand's story

Merchandise at eye level gets the most attention, vendors pay allowance to retailers to get the best spaces (more space = more attention)

· What is the difference between hot and cold spaces in a store? How do you determine them? What do you do with the information?

Cold Spots: areas that consumers skip over

Hot sports: areas that receive significant levels of foot traffic

Determined through sales data and video footage -> used to change spatial layout and move items around the store

· How can sensory qualities differentiate a brand? Know Cabela's example.

Cabela's created a sensory appealing themed megastore-> cabin retreat on steroids; even though it's a huge space the consumer gets the feeling of still being outside to capture product experience

· What is place attachment? What does it have to do with retail space?

An emotional bond to a place that leads to a strong tendency to maintain physical and psychological closeness to that place physical aspects of location create sense of place, retail spaces are intentionally designed to capture a local sense of place

· How can space and the design or interior and exterior spaces add to the brand story?

Helps to stimulate the experience of being in a specific environment

· How is space changing in retail?

Shopping areas are changing, malls are no longer just for shopping ut are small communities for recreation and entertainment

· What is 2-D Space? Can you identify a 2-D space and tell the elements of the composition?

Flat plane; composition created by the placement of colors, lines, shapes, textures, and pattern surfaces

Fabric is used for a garment in 2D, the print on the fabric is the composition

· What is 3-D Space? Can you identify a 3-D space and tell the elements of the composition?

Height, weight and depth; the area within a store is 3D-> placement of the physical structures within the store and their formal qualities is the composition

· What is filled or unfilled space describe?

Describes the level of occupation of the visual ground of a 2D space of the available physical space

· What is a filled 2-D space? Be able to identify.

Very little ground is visible

· What is an unfilled 2-D space? Be able to identify.

Much ground is visible

· How does visual weight influence the level of 2-D fill?

The store may look less filled if you use clear glass fixtures and the back wall can be seen

· What is a filled 3-D space? Be able to identify.

Little room for physical movement and maneuvering

· What is an unfilled 3-D space? Be able to identify.

Allows for easy movement

· What is retail density?

Filled 3D retail space-> number of people and objects in a limited space

High retail density- crowding and limited time in store

· What is a filled 2-D surface for fabric? What makes it filled? Be able to identify.

When little ground is visible (Fabric prints)

2D surfaces of the product may be filled or unfilled with colors, lines, textures, shapes and patterns

· What makes a filled 3-D space for apparel and the body? Be able to identify.

Garments that fit the body closely and limit the movement or the boding (unless using stretch)

· What an unfilled 3-D space for apparel and the body? Be able to identify.

Garments with much space between the body and the garment allowing flow and freedom

· What is ease, fit ease, and design/style ease? What do they have to do with space?

Ease - the amount of roominess in a garment (garment measure - body measurement)

Fit ease - allows for normal expansion and movement of the body (waist measurements for pants for breathing and sitting)

Design/style ease - extra fabrics added to the garment for style or design reasons not for practical functional means

· Be able to identify fitted, semi-fitted, relaxed, and loose silhouette fits.

· What is the difference between body primary focus and clothing primary focus?

Body primary - entails visual focus of the body, shapes, surfaces and contours; created when the product is unfilled 2D and filled 3D; fitted style dress in neutral color and flat texture

Clothing primary - entails visual focus on the product; filled 2D and unfilled 3D; loose fitting garment with a bold print - focus of the product

· Why is movement included with space for understanding expressive qualities?

The space occupied by the body and movement within clothing have expressive qualities

· How does the space occupied by the body in clothing evoke pleasure, dominance, and arousal?

Pleasurable - physical freedom of the body in its occupation of space (after work you change in to something more comfy with a loser fit)

Tailored clothing that extends the body form - power suit -> enhances feelings of arousal and dominance

Apparel that constricts or has limits space for movement exerts control over body movement and posture can reduce feeling of dominance

· How can movements within a space be a reflection of emotions? How can this be applied to people of the 5P's?

Joy, surprise, interest, anger, fear and shame

· How can the design of a 3-D space affect pleasure? Large vs Small spaces? How can this be applied to department stores with large and small spaces?

Large roomy spaces with uncluttered aisles, well-spaces merchandise and well organized layout -> positive impact on emotional purchase

Large spaces - may enhance arousal

Small spaces - calming and provide the consumer with a sense of dominance within a space

· What is human density?

Number of people in a space

o When is it pleasurable?

The presence of other humans is exciting and reassuring adding to the fun of the experience

o When is it un-pleasurable?

Too many other humans in frustrating, increases shopping time and encourages leaving

· What is spatial density?

Level of crowdedness caused by displays, furnishing and layout of the space

o Why do consumers have higher negative associations with the brand with spatial density over human density?

May have stronger negative consequences on consumer behavior that human density

· What are the associations/ meaning behind large and small spaces? Know examples.

As special density increases -> perceived control decreases -> decrease in pleasure, willingness to buy and return to retailer

The same detail density level can affect different customers differently -> consumers who have a strong need for control vs no or consumers purchasing for hedonic or utilitarian needs

· What is the meaning behind an open space in retail? Example?

Can be a sign of status for retailers

Upper price points like Prada have very little product per square foot and low human density symbolizes exclusivity

· What is the meaning behind a high density space in retail? Example?

Lower price point retailers like target have a large quantity of merchandise in the area

· What do Developers need to do effectively in terms of space?

Be mindful of space between the body and the apparel when designing and how it affects comfort and fit and be mindful of how movement is affected by filled and unfilled space for the garment and body

· What do Promoters need to do effectively in terms of space? - there are many, but they are all important.