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The new strategies are based on reduc-
ing the number of collections, taking
special care in the selection process.
This way the multi-brand store is able
to specialize, though not by sector or
product but rather by style, relying on
secure values and recognized brands
that guarantee high margins.
THE SINGLE-BRAND STORE
This is a store where we find the col-
lections and garments of only one
designer or brand. They can be upscale
houses of great renown—Gucci, Louis
Vuitton, and Prada—or large distribu-
tion chains—Gap, H&M, and Zara. In
these stores, found in the main com-
mercial and tourist centers of cities,
everything down to the last millimeter
is strategically employed to transmit
the store’s values.
Designers or brands that open a new
business and opt for a single-brand
store usually have only one branch,
and thus total coverage of one’s
intended public is not guaranteed.
For this reason it is ideal to expand
and ultimately become a chain. One
way of doing this is through a fran-
chise shop, which consists in finding
someone with a building or space
who wants to open a store with a
certain brand. It is the most economi-
cal option, avoiding investment costs
in real estate and management of
the point of sale, although one of its
drawbacks is that it prevents direct
control of marketing.
LARGE DEPARTMENT STORES
These are large stores, aimed at a
varied public, that offer a wide selec-
tion of brands and that may have their
own brands. In this kind of business,
normally collections are distributed
by area, according to product type.
For a designer or brand just getting
started, big department stores are a
good way to emerge from obscurity
because they draw in a lot of people,
although given that they work with
many different brands and in large
volumes, the conditions they offer
during negotiation are tougher.
Some brands, in order to stand out
inside large department stores, enter
with a corner or a shop-in-shop (a
store within a store) whose main
difference from a normal store has
to do with size. A corner occupies a
very small space; it may consist of a
single exhibitor or be shared among
several exhibitors. A shop-in-shop
is larger and represents only one
brand, but is responsible for furnish-
ings, decorating the space and, at
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FIELD GUIDE: HOW TO BE A FASHION DESIGNER
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esigner
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SALES AND DISTRIBUTION
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© Daniel Grund. Levi’s Flagship store in Berlin
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