Those in retail already know that being on the second level can be a kiss of death to some. However when done right, second level retailing can be successful. I like how All Saints use lighting and feature displays to get customers up their second level. First, as most women shoppers do not mind spending the extra time and effort to – well, shop; they placed this category upstairs. Next, they directed the eye to the brightest point which happens to be at the mannequin grouping in front of the escalators, along with a large sign that says womenswear upstairs. Now, who can really resist the possibility of experiencing the ‘thrill of discovery’?