The retail design term ‘shop-in-shop‘ refers to a shop or brand having a dedicated space inside another shop. The space that is allocated for a brand inside another shop needs expert attention to its retail design approach, and the secondary brand is competing with other secondary brands, as well as the primary store itself.
Retail design in a shop-in-shop needs to strongly represent a brand’s persona, theme and personalisation in order to showcase their products in a unique and competitive manner. The shop-in-shop needs to represent the brand and its products in a way that makes it as important as the primary store, ensuring it receives a healthy footfall and attention from passers-by and customers.
Now more than ever in today’s retail market, shop-in-shops have more freedom than ever to use their allocated space inside a primary store, meaning that their retail design approach to their shop-in-shop needs to be well structured, thought out and sure to represent a brand efficiently, directly and in an appealing way.
Shop-in-shops are a leading popular approach for many big brands as it offers them space outside their own stores, increasing brand awareness and sales. It is becoming a huge strategy for businesses, and when the retail design phase of a shop-in-shop is executed well, it can be a huge success.
Here at H Squared, we’ve designed shop-in-shops for many of our clients, ensuring it reflects their brand, ethos and products. If you’re interested in what shop-in-shops can do for your business, get in touch with H Squared today to have a chat.
