Reflecting brand identity in store design: An investigation on sports stores

In today's world, brands must prioritize store designs that can effectively communicate their identity to consumers in order to stand out in the expanding market. The store design should not only introduce the brand to the consumer but also reflect the brand identity. The main purpose of the research is to examine the relationship between contemporary store designs, which are of critical importance in the retail space, and brand identity; to spatially understand the interaction between brand identity, store design, and consumer experience in the discipline of interior architecture; and to reveal design criteria related to the subject. In this context, the impact of brand and store design on consumer behavior, store design strategy as a marketing tool, elements that constitute store design as spatial fiction, and the principles that form the design and concept were discussed as subject headings. A general perspective was preferred when examining sports retail stores, focusing on specific brands. The selected brands; Nike, SneaksUp, and House of SuperStep, represent different segments of the market and thus provide a broad perspective. The relationship between these brands helps to understand the differences between different strategies and customer demographics in the retail market. While Nike typically has its own retail stores to create a specific brand image and control its products, SneaksUp and House of SuperStep generally offer a wide product range by bringing together various brands. This demonstrates how brands adopt different approaches in terms of retail strategies, store design, and customer targeting.