Ben Sherman’s Power of Retail Design

Being in New York City is reason enough to write this, but as an added bonus (or should I say main reason for coming) I am attending the NRF Big Show. As a college student, this is a glimpse into the world I hope to be fully submerged into within the next couple years.  

I attended a super session called “The Power of Retail Design” by Joseph Bona and John Wilkins. “Take the product out of the store, and you should still be able to tell what the store represents.” This is a quote that took me by surprise; the design of retail embodies everything from the clothes itself, to the walls and flooring acting as a backdrop to sell the clothing. It’s about creating an atmosphere overall, that creates a good shopping experience. At Ben Sherman stores, they take an anti-retail design approach. The store is plastered with British flags anywhere from the floors to the walls. In one room there is wooden table and thick leather studded chairs, with a chandelier hanging above. Supposedly this pays tribute to when Ben Sherman himself, swung from a chandelier at a party. In this scenario, the clothes are the backdrop, while the focus is on creating a sense of loyalty and leisure. It’s almost like an odd version of your own house, except your house filled with fashionable clothing, who wouldn’t want that?  

I love New York City, I love being at this convention and I love working and being student within the retail industry.  All three of these reasons confirm I am on the right track, unlike many other unsure college students.

Maybe one day, you will be seeing me at the NRF Big Show, not as a student, but representing a company and coming to find the latest and greatest within retail. See you there!

Kalie is a junior at the University of Arizona, one of the Foundation’s college partners.