Shop in shops
The “shop in shop” retail concept is where a brand owner takes space in retailer’s store and fits it out to provide selling space dedicated to that specific brand. The studies found that this type of shop arrangement works best for goods, like cosmetics, electronics and fashion brands. Shop-in-shop concept presumes not only wide display of brand’s products, it also contains some service and consulting area, needs to have integration into the store’s sales system, etc. It is important to consider the brand’s style, philosophy and recommendations keeping in mind the shop rules and characteristics of the retail premises.