Retail surgery: How do we maintain our brand vision while meeting the strict rules and regulations of department stores?

The rules set out for brands by department stores are many but they are there for good reason. “They protect the store’s distinct brand feel and customer experience while creating a level playing field where no one brand can outshine any other,” says Mark Fanthorpe, owner of design consultancy Umbrella. “The trick is in how you use, bend or even bypass the rules to create the greatest impact.”

Fanthorpe suggests several approaches that will generally help retailers with concessions in department stores achieve this goal. One is to read the rules and then develop a concept that works best for you. “Don’t water down your concept and remember that stores are always on the lookout for something new and interesting, so if you push the boundaries you may come up with something that the store likes.”

Retailers must also expect to challenge the rules and be challenged. “The rules are a generic set of guidelines and in some instances they won’t be relevant to you. You know what is going to work. The worst thing you can do is make a compromise that will affect your success,” says Fanthorpe.

Also, be prepared to walk away. It’s far better to look at your options and go where you can make an impact than make compromises that will hurt your chances of success.