TY - JOUR AB - 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. VL - 26 IS - 8 SN - 0959-0552 DO - 10.1108/09590559810231805 UR - https://doi.org/10.1108/09590559810231805 AU - Stewart Sally PY - 1998 Y1 - 1998/01/01 TI - Arts and crafts and the purists: two contrasting approaches to designing for the British fashion environment T2 - International Journal of Retail & Distribution Management PB - MCB UP Ltd SP - 330 EP - 335 Y2 - 2024/03/28 ER -