Updated May 2022
Definition
In retail, fixtures refer to any piece of equipment or furniture used to display products. The most common type of fixture are shelves, but there are countless types of fixtures like mannequins, display racks, display cases, stall walls, signage holders, and more.
Retailers have the most say in the choice of fixtures, but they will sometimes collaborate with brands to create unique displays with special fixtures.
Choosing the Right Store Fixtures is Part of the Store Experience
Traditionally, fixtures were mostly a way of storing and displaying products, but as the competition for customer attention grows, choosing fixtures that will help the product stand out is becoming critical. Fixtures play an essential part in creating a unique, branded experience in stores. Here are a few example fixture choices that contribute to the overall store experience:
1 - Anthropologie
Anthropologie always finds original fixtures, sometimes transforming objects like the bench below into display material.
This gives a distinct and branded feel to their stores, while keeping all locations somewhat different from the others. Some fixture types are parts of every store to create consistency across stores (like tables and chairs, as well as a sofa somewhere in the store).
2 - Target
Target is a more traditional "big-box" retailer, with standard, very flexible fixtures across all stores. But they always find ways to add to the store experience with special fixtures and decors like the bullseye playground below, their giant target shopping basket, or special holiday displays.
3 - William Sonoma
William Sonoma fixtures are an elegant compromise between a "big box" take on fixtures, and the "every store is different" approach of Anthropologie. William Sonoma has standardized displays and fixtures across all stores, but they keep the layout open, with lots of tables throughout the stores, and shelves mostly on the walls to encourage customers to browse.
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