When looking to retail environments to find a brand identity, many elements can be used to understand how the brand wants to convey its individuality to the public. Different materials, key elements, textures, lighting and consistency are used in order to define a stores identity. The different combinations of these elements create a feel in the environment which develops an identity to the store itself.
In the case of investigating stores within the area, I have found that brands use some of the same elements to convey their personal identity. But distinct differences in how these elements are combined are truly the nature in which a stores identity is formed. Brands such as Forever 21 and Victoria’s Secret use very similar materials in their stores, but they use different types of textures, lighting and consistency of elements to define their own identity. Were both have smooth, polished elements, such as the floors, tables and clothing racks, they define these elements to the store by combining different textures and colors. Victoria’s Secret mimics the high gloss style of the floors into the black glossy architectural elements and tables that are found throughout the store. Forever 21 on the other hand, keeps the glossy shimmer strictly to the floors and adds in different elements such as a transparent chandelier that reflects overhead lighting in the accessories room. Forever 21 also changes the appearance of its rooms based on the styles that are in the room, where Victoria’s Secret is consistent throughout with the exception of its “Pink” collection where the room looks as if it’s its own store.
Other stores such as American Eagle, GAP, and Abercrombie and Fitch have set themselves apart from the identity of a modern, trendy and sleek environment to a more clean, simple and rustic sense. American Eagle and Abercrombie and Fitch have incorporated key elements such as wood flooring, wood paneled walls, and leather furniture. But although they have some of these elements in common, the identity they are trying to define is different. Abercrombie has dimmed lighting, grey walls with white wood paneling accents, and dark stained wood floors which give it a lounge type of atmosphere. American Eagle has bright lighting, natural grained wood floors and white washed wood paneling on the walls. These elements, although same materials as Abercrombie, create more of a lodge feeling when defining American Eagle’s identity. GAP goes in another direction with some of these same elements. Some of GAP’s materials are the same when looking at the wood floors found in both Abercrombie and American Eagle. But that is where the similarity stops. GAP uses clean lines and basic colors to define its style. The simplicity of the atmosphere gives the store a warm and comfortable feeling.
In researching brand identity in retail environments one can determine that different types of elements are used in order to create an identity for a store. Although some of these elements are the same in some, the way the individual store uses these elements defines the look and feel of the space. The identity of the space itself is defined through its use of textures, lighting and materials to express the stores brand and without these essential elements a brand cannot be established.
