From its head office in New York Polo Ralph Lauren (PRL) operates over 490 retail stores and over 580 concessions at approximately 260 retail locations throughout Asia, Australia and Europe.
PRL sells a range of apparel, accessories, watches, jewellery, perfumes and home products under the brands Ralph Lauren, Polo, Double RL and Denim. These are sold in store and from various e-commerce sites.
PRL approached C A Design Services in 2012 to assist with the development of its European concessions. They wanted a survey partner to capture specific information about the proposed location of concessions. This information would enable each individual brand project manager to accurately design and deliver the fit out of those concessions within a tight timescale.
With surveys commissioned by one of four project managers based in New York, C A Design Services is challenged to visit each location to capture the required information and deliver it back to PRL within a two week timeframe.
The surveys are commissioned as a response to the opening of a new concession, an instore change in location or an increase / decrease in the concession floor space.
All information pertinent to the fit out of the concession and its on-going operation must be captured and supplied in a consistent format. This information is then used to order the shop fitting and display equipment and ultimately is used by the shopfitters in the fit out process.
Given the quantity and diversity of locations, organisation and communication are the two key elements of this project. From confirmation of a site location our Principal Surveyor makes contact with the Retail Store Manager to verify that the concession location is in the correct condition for a surveyor to visit. The precursor to the change in site location or size is often construction or refurbishment work, so it is essential that this work is completed before the site survey takes place. The survey consists of a floor plan, a reflected ceiling plan, internal elevations and a photo location plan. Once these have been created the quality and accuracy of information is verified by our Principle Surveyor before issuing to PRL.
In 18 months (2015/16) we have surveyed 255 store-in-store concessions in 25 countries throughout Europe. Each survey is completed with the required information supplied to Polo Ralph Lauren within a 2 week period of receiving the brief. We have in place a multi-lingual team of surveyors and have re-produced PRL’s survey specification in five different languages.
The required information includes a floor plan, reflected ceiling plan, internal elevations and the route from the store loading bay to the concession location. All information is all supported by photographs referenced to the floor plans and elevations.
There is also a checklist that needs to be completed including details about the loading bay, the electricity supply and various other elements that are required by the project manager to facilitate the fit out.