When developing a lighting concept for shoe retailers, it is important to take into account not only the history of the brand, the architectural content of the premises, the target audience of the stores, but also the seasonality of the goods. With the onset of the cold season, client preferences change: bright weightless shoes are replaced by more massive models in discreet dark colors. Despite significant differences in summer and winter collections, the overall philosophy of the brand, its recognition should remain unchanged at any time of the year. Tatyana Ryzhova, an SR lighting expert in fashion retail, has identified five basic rules for a competent lighting concept for a shoe store for readers of the magazine, which will help to present winter assortment to customers in a winning way.
– lighting engineer of the Russian lighting company “Tochka Opory”, specialist in the development of lighting concepts for shoe and clothing stores.
Due to the predominance of dark shades in the models of winter collections, the store becomes visually more gloomy, and a professionally designed lighting concept makes the interior unique and attractive in any season. A high-quality luminaire with the necessary set of parameters is able to support the initially conceived lighting solution for goods of any type and color. What should you pay attention to when choosing lighting fixtures, in addition to their cost, appearance, availability of quality certificates and manufacturer's warranty obligations?
Regardless of the concept and philosophy of the brand, the product in the store should not look dark. Yes, the general lighting can be dimmed, but the product cannot disappear or go into the shadows.
The buyer should be comfortable in the store, looking at the product and its details, choosing and trying on shoes.
With accent lighting, it is necessary to correctly withstand the contrast of the brightness of light and shadow.
Single product lighting concept
Differences in the color temperature of local lighting and general lighting not only distract attention from the product, but also lead to the fact that the product looks different on the shelf and in the fitting area, which can confuse the buyer.
Whether you are looking for a cozy ambiance concept for meeting your girlfriends or a youthful dynamic space for your stores, furniture lighting should be done in the same color temperature to create a unified shopping space without visual interference.
High color rendering
The higher the color rendering parameter of lighting fixtures, the more realistic both multi-colored and monochromatic dark objects look in their light. High-quality light sources with a high color rendering index (denoted as CRI or Ra) are able to emphasize the texture of the leather, the softness of suede, make bright colors more juicy, and dark colors more saturated.
Lighting with high color rendering allows you to add bright details (such as seasonal decorations) to the interior without fear, as colors and textures look most attractive under it.
The task of targeting is to emphasize with light all the advantages of the product, to draw the attention of the buyer to it as much as possible.
Even high-quality light sources will not give the expected effect if directed to the floor. A bright strip of light in front of the product creates a contrast that makes the product appear even less illuminated. Another common mistake is to direct the light differently on the same shop equipment.
Light targeting is something that can be changed in parallel with any changes in the shop. In the autumn-winter season, for example, it is important to highlight high shoes along the entire length. This is especially true when the product is located on several shelves, and the buyer's eye cuts off items that are above or below a certain level. If only the middle shelf is illuminated, then you should not expect sales from the assortment presented at other levels.
Careful attitude to the goods
Modern professional devices help not only create the right atmosphere in the store, but also take care of maintaining the quality of the goods.
Lamps with metal halide lamps heat the illuminated object, and also contain UV radiation in the spectrum, which, with prolonged exposure, leads to color fading and negatively affects the quality of leather products.
The use of LED technology can solve this problem and keep the product in its original form even at high light levels.
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