Opinion: Store design should emphasize comfort

Retail Week: In a debate on store design trends, Fitch chief creative director Tim Greenhalgh said shoppers are looking for places where "you can go and feel comfortable, rather than just somewhere you go to shop."

Paul Lechleiter, chief executive of U.S.-based FRCH Design Worldwide, concurred. "People want to belong to something bigger," he said. "A sense of community can guide people and create an identity."

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