Arts and crafts and the purists: two contrasting approaches to designing for the British fashion environment Available to Purchase

This paper examines the British fashion retailer Jigsaw in its strategy of “individualising” its outlets in the highly competitive British high street environment. In order to distinguish itself in the marketplace as an independent retailer with an acute sense of site and to maximise the impact of its outlets in a diverse range of locations, Jigsaw has deliberately commissioned a series of designers to create a series of memorable and challenging interiors with much resulting critical and financial success. This paper examines the work of two contrasting architects and their interior work, highlighting the individualistic approach to the high street taken by Jigsaw. This proactive attitude taken to both the place and face of design in its outlets has allowed Jigsaw both to tailor its image as required and to add perceived value to its merchandise. This paper examines the impact that design has had in facilitating this success.