..Design can be described as an activity or series of activities co-ordinated forthe purposes of a tangible outcome’ (Bruce, cooper,1997 :78) when putting theword retail design together it creates more description of what it means accordingto Pegler (2007) author of Store Presentation & Design describes thatretail design expresses ‘… visual merchandising principles, store layout ,navigation , branding and window direction'(Pegler, 2007: 7).
Retail space focuses more on theproducts that are made available to the customer. A boutique is an example of this, as itrepresents a small shop selling fashionable clothes and accessories. Thetwenty century marked the beginning of retail boutiques. According to Mesher(2010), ‘the rise of the boutique as a small independent store began in thelate 1950s after the Second World War.
This period marked the era of freedomand self-expression. Prior to this, a boutique was a department found in alarge store that provided clothing ranges somewhere between custom-made coutureclothes and cheap mass-produced wholesale clothes’ (Mesher , 2010 : 46).Thefirst of these revolutionary independent shops in the United Kingdom was calledBazaar and showcased outfits by the designer Mary Quant, in King road, London.This period marked the start of the independent retail boutique.
The 1980s and1990s are also recognized as the time where retail designs were expanding.According to thebook Retail Design: Theoretical Perspectives Petermanand Kent state, ‘During the 1980s and 1990s, design became a part of a processdependent on advertising and marketing …’ (Peterman, and Kent , 2016 : 18). This explains how retaildesign had started to bring out development in advertising and marketing.Retail designs helped create a link between customers and fashion experts.These customers were actively involved in helping theretail designers achieve their objectives, for example, Peterman and Kentstate,’… As indicated earlier; retail designoriginates in an era where consumers were considered to be passive partakers inthe company-consumer relationship’. It is evident that a retail design wascreated with the help of consumers in expanding the various fashion boutiques.New designers including Armani, Calvin Klein, Ralph Lauren, Tommy Hilfiger andDonna Karan-successfully expanded their businesses as a result of retail design(Peterman and Kent, 2016: 19). Retail design helped fashion designers become successful in theirstores.