Design constraints in fashion store design processes

This paper focuses on the process of retail store design; more specifically that of fashion stores. In contrast to most research on the topic of retail design, which has a consumer focus, this paper focuses on the design process from the perspective of the store designer. Based upon existing literature, the paper proposes a framework for understanding store design processes. The framework is investigated through three case studies of fashion store design projects. The paper demonstrates that the fashion store design process can be seen as a creative process, tightly restricted by constraints imposed by relevant stakeholders and the constraints between internal design variables. Furthermore, the paper provides insights into the nature of such constraints.