One of the dangers in store planning is the romance with presentation drawings. Somehow, the art form that is a mix of technical skill and surrealistic vision is seen as the hallmark of a good design and designer. From the standpoint of the consumer or businessman, it is important to recognize that any architectural rendering is a means of getting to a three-dimensional end. One of the first drawings you see in a store planner's presentation is a front view of the store.
Myth No. 1, which we hear often in American retailing circles, is the right product, at the right price, at the right location. The truth is that in the 1990s, we can accept all of those conditions as givens.
Myth No. 2 is about competition. Again, we hear retailers comparing themselves to other retailers in their specialty area. The truth is that retailers, from dress shops to electronics stores, are competing with one another in the big scramble for the same piece of the public's discretionary income. The dollar spent on fashion might just as well be spent on almost anything else from fast food to auto accessories.
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