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Presentazione gl rel 1.1

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2007-2008 Presentation Proprieteaire et Academique ; recherche realize sur Demande de GALERIES LAFAYETTE , pour le "restructuring" du Flagship Batiment du Bd Hausman. Questione primaire etait: comme revolutionaire le "shoes merchandising pour un nouivelle espace au Top Floor". Audio available separately.

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Presentazione gl rel 1.1

  1. 1. 1<br />Galeries Lafayette -A Shoes Space- Highlights<br />Copy #: 1 of 3<br />F. I-F , 2007-2008<br />- COPYRIGHT “© H2G CONSEIL STRATEGIES MONACO Sarl”-CONTAINS PROPRIETARY INFORMATIONS; ALL RIGHTS RESERVED – ALL USES ARE FORBIDDEN WITHOUT WRITTEN CONSENT<br />
  2. 2. 2<br />Unwritten rules<br />Merchandising<br />symbols<br />CONCEPT STORE<br />archetypes<br />Themes<br />signs<br />Customer<br />language<br />Color Story<br />Iconic image<br />Sales<br />Left over<br />Paradoxes<br />Collective Imaginary<br />Yield* Sq.Ft<br />Real thing<br />Sell-Sell<br />
  3. 3. 3<br />RAW ASSUMPTION <br /><ul><li>Systemic approach: method to get to the point
  4. 4. Understanding structures:verbal/iconic/technical </li></ul>- SIMPLY EMINENTLY EMPIRICAL & MANAGERIAL -<br />“...The real Fashion System is nothing else than a natural skyline “THE FASHION” appoints to itself in order to build its “Significant” [its symbols]. <br />Like it or not , outside the WORD there’s no FASHION point ,either in Total or in Essentials ”[R.Barthes, Le Système de la Mode,1967]<br />
  5. 5. 4<br />Key! <br />The Role of a MultisensorialLangage<br />“… ce n’est pas l’Objet , c’est le Nom qui fait désirer, ce n’est pas le Rêve , c’est le Sense qui fait vendre...”[R.Barthes, Le Système de la Mode,1967]<br />
  6. 6. 5<br />Key! <br />Drivers or Triggers?:<br />Langage~System of Symbols RepresentationRealityReal Products …better Margins!(?)<br />Needs for Tools to achieve them…<br />Oblige an Empirical reflections on:<br />Architecture = Spaces&Concepts (soft...ware)<br />High End Technology = Means(hard...ware)<br />
  7. 7. 6<br />Key! <br />State of the Art & Disclaimers:<br />Space ∈Emotions∈Experience ∈Accessibility<br />Merchandising-Consistency in a Multibrand area<br />Collection’s significance dilution: risk!<br />Shoes Merchandising has low correlation:<br />With Sell-Out [a'] and with Pull-in [b]<br />!Than the ratio [b/a’=>> sales] due to a “special area” is STILL dubious<br />=<br />
  8. 8. 7<br />Key! <br />In a nutshell the empiricism shows what -likely- you are not expecting to hear:<br />I.e. in shoes fully dedicated areas FROM: <br />Rodeo Drv. to Bergdorf <br />Colette to Corso Como 10 <br />Gucci to Prada to S.Rossi to RenèCaovilla or the (LATE..) Stephan Kelian or Roger Vivier<br />Takashimaya to Swank Shop <br />SPACE & Structured Merchandising empirically do not make real differences or establish consistent, identifiable # of patterns.<br />
  9. 9. 8<br />Approaches<br />empiricism & experience spell it as a hard task: there is no consistency in solutions.<br />Open the Whole [linguistic-semiotic] mechanism :<br />Dismantle some key words verifying connections semantically<br />understand it inside out [may yield surprises].<br /> rebuild it in a different way stressing on overlooked related areas; than two path: soft & hard being innovative and irreverent within the roots.<br />Expected results MAY not be FULLY related to economics in short term  building Marketing Capital via increasing Image & Service<br />
  10. 10. 9<br />sales<br />
  11. 11. 10<br />merchandising<br />
  12. 12. 11<br />fashionable<br />stylish<br />fashionable<br />
  13. 13. 12<br />merchandise<br />
  14. 14. 13<br />Merchandise 3levels<br />
  15. 15. 14<br />Concept (store)<br />
  16. 16. 15<br />shoe<br />
  17. 17. 16<br />Shoe 3 levels<br />
  18. 18. 17<br />fashion<br />
  19. 19. 18<br />trend<br />
  20. 20. 19<br />style<br />
  21. 21. 20<br />sell<br />
  22. 22. 21<br />Soft Approach <br />Architectural & Spaces<br /> SPIRAL (Φ PHI)<br />as a sign and as a mean of merchandising.<br />
  23. 23. 22<br />
  24. 24. 23<br />
  25. 25. 24<br />
  26. 26. 25<br />
  27. 27. 26<br />
  28. 28. 27<br />
  29. 29. 28<br />
  30. 30. 29<br />
  31. 31. 30<br />
  32. 32. 31<br />
  33. 33. 32<br />
  34. 34. 33<br />
  35. 35. 34<br />
  36. 36. 35<br />old<br />
  37. 37. 36<br />old<br />
  38. 38. 37<br />old<br />
  39. 39. 38<br />old<br />
  40. 40. 39<br />old<br />
  41. 41. 40<br />old<br />
  42. 42. 41<br />old<br />
  43. 43. 42<br />Hard Approach <br />High End Technology<br />IBM multisensorial cabin Concept<br />
  44. 44. 43<br />
  45. 45. 44<br />
  46. 46. 45<br />Creative Hints to G.L. <br />...as per what above...<br />
  47. 47. 46<br />http://www.interactiondesign-lab.com/movies/breil_720.mov<br />

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