SKETCH aims to deliver fashion runway pieces to consumers within weeks. It will target young, fashion-forward females aged 18-34 in Glasgow. The store will have a minimalist, monochrome design featuring black fixtures and pale grey walls. Mannequins and sketches will be used to visually showcase pieces in a luxurious atmosphere lit by LED and filament lighting.
Fashion Marketing & Management Portfolio Erin Pearl
The Fashion Marketing & Management Portfolio is detailed coursework during my Bachelor's Degree Program. These courses have given me; beginner to mid level career knowledge and prepaired me for life experience within my field of study. Courses included are as follows; Product Development, Catalog Development, Stock & Inventory Control, Retail Buying, Retail Math Concepts, Business Writing & Special Topics, Public Relations, Fashion Show & Event Production, Apparel Evaluation, Visual Trends & Concepts, Portfolio 1 & 2, Professional Development, Art History & Costume History, and Textiles & Fabrications.
Store design and layout, Visual MerchandisingAkeeb Siddiqui
The document discusses store layout and design strategies. It outlines different layout types including grid, racetrack, and free-form and describes their advantages and disadvantages. Key aspects of store design covered include using the entrance, signage, lighting and floor plans to guide customers through their shopping experience and influence buying behavior. The objectives of store design are to implement the retailer's strategy, influence customers, provide flexibility, control costs and meet legal requirements.
This document provides an overview of organized and unorganized retailing in India. Some key points:
- Unorganized retailers near organized retailers initially saw declines in sales/profits, but the impact lessened over time. Overall employment in the unorganized sector did not decline.
- Organized retailing provides benefits to customers and suppliers and contributes to economic development, while the retail structure accommodates both organized and unorganized retailers.
- Organized retailing emerged as a growing sector in the 2000s, increasing its market share. Several studies analyze consumer behavior to understand shopping preferences.
- Effective store layouts are important to strategically guide customer flow and promote desired purchasing behaviors. Common layouts include grid
Visual merchandising experts provide their visions for the future of visual merchandising in 2020. Many experts believe that visual merchandising will become more integrated with technology, using things like augmented reality, QR codes, and interactive displays. However, some hope that stores will take a more handcrafted approach and value the in-person shopping experience. Overall, visual merchandising is expected to marry old techniques with new technologies to excite customers in an increasingly digital world.
The document provides an analysis of competitors for an upcoming multi-brand fashion retail store. It outlines the objectives to understand competitors' positioning, assortments, pricing, and promotions. It describes limitations in timing and confidential data access. A methodology is defined involving industry definition, competitor determination, success factors, and customer preferences. Competitors are analyzed based on positioning, products, pricing, promotions, and personnel. Recommendations are provided regarding positioning, products, and pricing for the new store.
This document provides an overview of visual merchandising. It defines visual merchandising as the physical display of goods in attractive and appealing ways. It discusses store layouts, selling areas, sales support areas, and floor plans. It also covers merchandise presentation techniques, retail fixtures, materials used for displays such as wood, plastic and metal, and components of displays like merchandise, lighting, props, and signage. Finally, it discusses window displays and different types of window displays.
Zara is a Spanish clothing retailer known for fast fashion. It segments its market based on demographics like women and men aged 15-45 with mid-range incomes, and psychographics like those interested in fashion trends. Zara targets fashion conscious, educated middle-class customers interested in latest trends. It positions itself as more fashionable than competitors by moving trends from runway to stores within a week at low prices. Zara uses a multi-segment targeting strategy to focus on different strategies for its segments.
The document discusses store layout, design, and visual merchandising. It covers objectives of store design like being consistent with the retailer's image. It describes common layout types like grid, racetrack, and free-form and provides examples. It also discusses space planning, prime locations for merchandise, visual merchandising techniques, and creating an overall store environment through elements like lighting, color, scent, and music.
Fashion Marketing & Management Portfolio Erin Pearl
The Fashion Marketing & Management Portfolio is detailed coursework during my Bachelor's Degree Program. These courses have given me; beginner to mid level career knowledge and prepaired me for life experience within my field of study. Courses included are as follows; Product Development, Catalog Development, Stock & Inventory Control, Retail Buying, Retail Math Concepts, Business Writing & Special Topics, Public Relations, Fashion Show & Event Production, Apparel Evaluation, Visual Trends & Concepts, Portfolio 1 & 2, Professional Development, Art History & Costume History, and Textiles & Fabrications.
Store design and layout, Visual MerchandisingAkeeb Siddiqui
The document discusses store layout and design strategies. It outlines different layout types including grid, racetrack, and free-form and describes their advantages and disadvantages. Key aspects of store design covered include using the entrance, signage, lighting and floor plans to guide customers through their shopping experience and influence buying behavior. The objectives of store design are to implement the retailer's strategy, influence customers, provide flexibility, control costs and meet legal requirements.
This document provides an overview of organized and unorganized retailing in India. Some key points:
- Unorganized retailers near organized retailers initially saw declines in sales/profits, but the impact lessened over time. Overall employment in the unorganized sector did not decline.
- Organized retailing provides benefits to customers and suppliers and contributes to economic development, while the retail structure accommodates both organized and unorganized retailers.
- Organized retailing emerged as a growing sector in the 2000s, increasing its market share. Several studies analyze consumer behavior to understand shopping preferences.
- Effective store layouts are important to strategically guide customer flow and promote desired purchasing behaviors. Common layouts include grid
Visual merchandising experts provide their visions for the future of visual merchandising in 2020. Many experts believe that visual merchandising will become more integrated with technology, using things like augmented reality, QR codes, and interactive displays. However, some hope that stores will take a more handcrafted approach and value the in-person shopping experience. Overall, visual merchandising is expected to marry old techniques with new technologies to excite customers in an increasingly digital world.
The document provides an analysis of competitors for an upcoming multi-brand fashion retail store. It outlines the objectives to understand competitors' positioning, assortments, pricing, and promotions. It describes limitations in timing and confidential data access. A methodology is defined involving industry definition, competitor determination, success factors, and customer preferences. Competitors are analyzed based on positioning, products, pricing, promotions, and personnel. Recommendations are provided regarding positioning, products, and pricing for the new store.
This document provides an overview of visual merchandising. It defines visual merchandising as the physical display of goods in attractive and appealing ways. It discusses store layouts, selling areas, sales support areas, and floor plans. It also covers merchandise presentation techniques, retail fixtures, materials used for displays such as wood, plastic and metal, and components of displays like merchandise, lighting, props, and signage. Finally, it discusses window displays and different types of window displays.
Zara is a Spanish clothing retailer known for fast fashion. It segments its market based on demographics like women and men aged 15-45 with mid-range incomes, and psychographics like those interested in fashion trends. Zara targets fashion conscious, educated middle-class customers interested in latest trends. It positions itself as more fashionable than competitors by moving trends from runway to stores within a week at low prices. Zara uses a multi-segment targeting strategy to focus on different strategies for its segments.
The document discusses store layout, design, and visual merchandising. It covers objectives of store design like being consistent with the retailer's image. It describes common layout types like grid, racetrack, and free-form and provides examples. It also discusses space planning, prime locations for merchandise, visual merchandising techniques, and creating an overall store environment through elements like lighting, color, scent, and music.
The document is a project report submitted for a fashion retailing and advertising course. It includes sections on the proposed name, launch plan, and location of a boutique called Allure. It discusses marketing messages, consumer buying habits, fashion forecasting, product lines, pricing strategy, and financial analysis including costs for rent, furnishings, and workshop requirements. The report provides details on the planned launch and promotion of the new boutique through an exhibition, advertisements, banners and pamphlets.
This presentation reflects on the mood board and inspiration board which is the foundation of designing process.
Presented by The students of BA Degree in Jewellery Design & Manufacturing Techniques batch 13.
The document appears to be design boards or mood boards for various projects. It includes themes, inspirations, clients, colors, and multiple designs for items like bags, footwear, accessories, home goods, and clothing. There are design boards for multi-compartment bags, belts, waist coats, footwear, ponchos, wall hangings, portfolios, folders, clutches, journals, tissue holders, neck pieces, earrings, wallets, handbags, pop tiles, integrated term projects, saree borders, baby bed sheets, party wear, cell phones, magazine covers, basic sleeves, basic skirts, and tops. Each design board includes the theme, inspiration, client, and color along
The document discusses the key elements of the Moschino brand. It provides information on the brand's history, identity, values, positioning in the market, and marketing strategies. Specifically, it notes that Moschino is known for its witty and surreal designs, use of bright colors, and tongue-in-cheek messaging. However, it finds that the brand needs to strengthen its marketing in Asia and ensure consistency in its brand image and messaging across campaigns.
The document discusses visual merchandising, which is defined as the physical presentation of products to appeal to customers visually. It emphasizes the importance of creativity and design skills as well as keeping up with fashion trends. Effective visual merchandising can attract customers into the store and promote sales through window displays, interior design, lighting, use of color, and other elements. Examples are provided of successful window displays from brands like Adidas and Marks & Spencer that clearly communicate their messages and motivate customers.
Visual merchandising is the art of product presentation and store design. It aims to educate customers and encourage purchases. Key elements include lighting, props, backgrounds, and creative displays. Historically, stores like Selfridges revolutionized visual merchandising in the early 20th century. Effective visual merchandising requires skills in creativity, lighting, color selection, and changing displays frequently to maintain customer interest. Common window and interior styles are closed windows, open back windows, and showcases. The overall goal is to attract customers and increase sales through strategic merchandising.
This document discusses different types of window styles used for visual merchandising. It describes closed back windows, which have a solid back wall and hidden door, and open back windows, which have no back wall allowing views of the store interior. Straight front windows run parallel to the sidewalk, while angled windows provide visual relief. Corner windows wrap around corners, requiring strategic product placement. Shadow boxes are small display areas near entrances well-suited for luxury items. Windowless storefronts bring customers inside for merchandise visibility from the sidewalk. Examples are given of stores demonstrating each style.
This document discusses the key principles and elements of visual merchandising. It outlines that visual merchandising creates a positive image for a business through carefully designing the exterior and interior displays. The main elements of design discussed are space, line, color, shape, texture, form, and value. Other principles covered include balance, emphasis, proportion, rhythm, and harmony. The purpose and responsibilities of a visual merchandiser are also summarized.
Massimo Dutti positions itself as a brand that offers "functional quality" through dedication to materials and styles that are both elegant and contemporary. The brand aims to appeal to urban customers looking for the latest trends as well as loyalty to the Massimo Dutti label and its values of quality, desirability, functionality, and comfort. Massimo Dutti also seeks to maintain a wide product line including both fashion-oriented and continuity products across its men's, women's, boys, girls and accessories collections.
Store design involves five key elements: exterior, interior, fixtures, merchandise, and people. The exterior includes entrances, architectural features, and windows. The interior comprises ceilings, walls, floors, and lighting to house fixtures and merchandise. Atmospherics like aromas, sounds, colors, lighting, textures, and temperatures are used to create an atmosphere. Store layout, product presentation, fixtures, displays, and space allocation must all be strategically designed to maximize customer traffic and sales.
Steve Madden began in 1990 designing chunky platform shoes. It has since expanded its brands to target various age groups, including Madden Girl for ages 15-20 and Steven for ages 25-40. The company distributes products through retailers nationwide as well as internationally. Founder Steve Madden started his career in the shoe industry in 1974 and drew inspiration from street styles. While Madden was imprisoned for securities fraud from 2001-2005, the company launched its Steven line. Today, Steve Madden remains innovative in design and quick to market, helping it compete successfully against other brands. The target market includes men and women ages 21-34 who are fashion-conscious professionals.
Pull & Bear was established in 1991 as a result of a market diversification initiated by the Inditex Group to provide a strategic response to its direct competitors.
The Brand initially catered to a younger generation between the age group of 15 to 30years, who demanded a fashion influenced by international trends that quickly adapted
to their needs, while maintaining the quality and price.
The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
In order to gain market share in the mens wear segment and to maintain the increasing demand of men’s collection from our younger brand loyal customers, a two step medium
term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
This document introduces theories of fashion and defines key terms. It describes the three primary theories of how fashion trends move through society: the trickle-down theory where trends start with the wealthy and move to lower classes; the trickle-up theory where trends start with youth and move to older groups; and the trickle-across theory where trends appear across all social levels at once. Examples and activities are provided to illustrate each theory.
Retail store layout,design and displayPrithvi Ghag
The document discusses store layout and design. It describes the objectives of store design as implementing strategy, influencing customer behavior, providing flexibility and controlling costs. The key layout types are grid, racetrack and free form. Space must be efficiently allocated to merchandise categories based on factors like sales productivity. Location of departments and impulse items impacts how customers navigate the store. Planograms are used to optimize product placement within categories.
This document provides an overview of visual merchandising concepts and principles. It discusses various exterior store design elements like signs, entrances, windows and structures. It also covers interior principles of design such as balance, emphasis, proportion, rhythm and unity. Specific window structures, lighting rules and display components are explained. The overall purpose of visual merchandising is to attract customers and motivate purchases through visually presenting merchandise.
Kate Spade is an affordable luxury lifestyle brand known for its handbags. Founded in 1993, it offers a wide range of vibrantly colored leather bags and accessories that appeal to both classic and trendy tastes. Competitors include Michael Kors, Tory Burch, and Coach, which also offer colorful, fashionable bags at accessible price points between $175-498. The document recommends Kate Spade offer more neutral colors in some styles, use trendier colors overall, add a sophisticated tote bag, reduce sale items, and market trendier pieces with a sense of exclusivity.
Hermès is a French luxury goods company founded in 1837 that specializes in leather, ready-to-wear, and luxury goods. The company focuses on craftsmanship and quality over mass production. Hermès targets affluent consumers and maintains an exclusive brand image through limited distribution channels and prestige pricing. The company's visual merchandising emphasizes its heritage and equestrian roots through window displays featuring horses, leather goods, and silk scarves. Hermès aims to attract new younger customers while honoring its traditions.
The document provides an overview and analysis of the Dior J'adore and Lancome Tresor perfume brands. It examines the brand hierarchies, lineups, elements, marketing strategies, exploratory research, positioning, values and summaries key findings. Research methods included focus groups, interviews, surveys, and observations to understand brand awareness, image, relationships and personalities among consumers. Both brands aim to portray elegance and romance through French names and origins, but Dior associates more with luxury, fashion and sophistication while Lancome emphasizes sweetness, fragility and love.
This document provides an overview of key fashion marketing concepts. It discusses the concept of marketing, identifying customer needs and wants. It also covers market segmentation, the marketing mix of the 4 P's (product, price, place, promotion), distribution channels, and merchandising. The objectives are to understand how fashion businesses develop, promote, and distribute products to satisfy customer demand through various marketing strategies and activities.
How to create retail store interiors that getraashi77
The document provides details on several retail store interior designs from around the world. It describes design elements and layouts that attract customers, encourage browsing, and increase sales. Specifically, it discusses the use of lighting, displays, materials, and product placement in stores selling items like fashion, jewelry, home goods, and sneakers. The goal of most designs is to create an immersive brand experience through visuals and customized spaces that highlight different collections.
The document provides tips for designing retail store interiors to increase sales. It recommends that the entrance, or "threshold" area, make a good first impression. Most customers will turn right upon entering, so the first wall seen, or "power wall", should have eye-catching displays. The interior layout should guide customers on a path through the entire store using textures, eye-catching displays, and comfortable waiting areas. The checkout counter should have ample space and additional displays to encourage purchases. Constant testing and observation of customer behavior can help optimize the store design.
The document is a project report submitted for a fashion retailing and advertising course. It includes sections on the proposed name, launch plan, and location of a boutique called Allure. It discusses marketing messages, consumer buying habits, fashion forecasting, product lines, pricing strategy, and financial analysis including costs for rent, furnishings, and workshop requirements. The report provides details on the planned launch and promotion of the new boutique through an exhibition, advertisements, banners and pamphlets.
This presentation reflects on the mood board and inspiration board which is the foundation of designing process.
Presented by The students of BA Degree in Jewellery Design & Manufacturing Techniques batch 13.
The document appears to be design boards or mood boards for various projects. It includes themes, inspirations, clients, colors, and multiple designs for items like bags, footwear, accessories, home goods, and clothing. There are design boards for multi-compartment bags, belts, waist coats, footwear, ponchos, wall hangings, portfolios, folders, clutches, journals, tissue holders, neck pieces, earrings, wallets, handbags, pop tiles, integrated term projects, saree borders, baby bed sheets, party wear, cell phones, magazine covers, basic sleeves, basic skirts, and tops. Each design board includes the theme, inspiration, client, and color along
The document discusses the key elements of the Moschino brand. It provides information on the brand's history, identity, values, positioning in the market, and marketing strategies. Specifically, it notes that Moschino is known for its witty and surreal designs, use of bright colors, and tongue-in-cheek messaging. However, it finds that the brand needs to strengthen its marketing in Asia and ensure consistency in its brand image and messaging across campaigns.
The document discusses visual merchandising, which is defined as the physical presentation of products to appeal to customers visually. It emphasizes the importance of creativity and design skills as well as keeping up with fashion trends. Effective visual merchandising can attract customers into the store and promote sales through window displays, interior design, lighting, use of color, and other elements. Examples are provided of successful window displays from brands like Adidas and Marks & Spencer that clearly communicate their messages and motivate customers.
Visual merchandising is the art of product presentation and store design. It aims to educate customers and encourage purchases. Key elements include lighting, props, backgrounds, and creative displays. Historically, stores like Selfridges revolutionized visual merchandising in the early 20th century. Effective visual merchandising requires skills in creativity, lighting, color selection, and changing displays frequently to maintain customer interest. Common window and interior styles are closed windows, open back windows, and showcases. The overall goal is to attract customers and increase sales through strategic merchandising.
This document discusses different types of window styles used for visual merchandising. It describes closed back windows, which have a solid back wall and hidden door, and open back windows, which have no back wall allowing views of the store interior. Straight front windows run parallel to the sidewalk, while angled windows provide visual relief. Corner windows wrap around corners, requiring strategic product placement. Shadow boxes are small display areas near entrances well-suited for luxury items. Windowless storefronts bring customers inside for merchandise visibility from the sidewalk. Examples are given of stores demonstrating each style.
This document discusses the key principles and elements of visual merchandising. It outlines that visual merchandising creates a positive image for a business through carefully designing the exterior and interior displays. The main elements of design discussed are space, line, color, shape, texture, form, and value. Other principles covered include balance, emphasis, proportion, rhythm, and harmony. The purpose and responsibilities of a visual merchandiser are also summarized.
Massimo Dutti positions itself as a brand that offers "functional quality" through dedication to materials and styles that are both elegant and contemporary. The brand aims to appeal to urban customers looking for the latest trends as well as loyalty to the Massimo Dutti label and its values of quality, desirability, functionality, and comfort. Massimo Dutti also seeks to maintain a wide product line including both fashion-oriented and continuity products across its men's, women's, boys, girls and accessories collections.
Store design involves five key elements: exterior, interior, fixtures, merchandise, and people. The exterior includes entrances, architectural features, and windows. The interior comprises ceilings, walls, floors, and lighting to house fixtures and merchandise. Atmospherics like aromas, sounds, colors, lighting, textures, and temperatures are used to create an atmosphere. Store layout, product presentation, fixtures, displays, and space allocation must all be strategically designed to maximize customer traffic and sales.
Steve Madden began in 1990 designing chunky platform shoes. It has since expanded its brands to target various age groups, including Madden Girl for ages 15-20 and Steven for ages 25-40. The company distributes products through retailers nationwide as well as internationally. Founder Steve Madden started his career in the shoe industry in 1974 and drew inspiration from street styles. While Madden was imprisoned for securities fraud from 2001-2005, the company launched its Steven line. Today, Steve Madden remains innovative in design and quick to market, helping it compete successfully against other brands. The target market includes men and women ages 21-34 who are fashion-conscious professionals.
Pull & Bear was established in 1991 as a result of a market diversification initiated by the Inditex Group to provide a strategic response to its direct competitors.
The Brand initially catered to a younger generation between the age group of 15 to 30years, who demanded a fashion influenced by international trends that quickly adapted
to their needs, while maintaining the quality and price.
The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
In order to gain market share in the mens wear segment and to maintain the increasing demand of men’s collection from our younger brand loyal customers, a two step medium
term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
This document introduces theories of fashion and defines key terms. It describes the three primary theories of how fashion trends move through society: the trickle-down theory where trends start with the wealthy and move to lower classes; the trickle-up theory where trends start with youth and move to older groups; and the trickle-across theory where trends appear across all social levels at once. Examples and activities are provided to illustrate each theory.
Retail store layout,design and displayPrithvi Ghag
The document discusses store layout and design. It describes the objectives of store design as implementing strategy, influencing customer behavior, providing flexibility and controlling costs. The key layout types are grid, racetrack and free form. Space must be efficiently allocated to merchandise categories based on factors like sales productivity. Location of departments and impulse items impacts how customers navigate the store. Planograms are used to optimize product placement within categories.
This document provides an overview of visual merchandising concepts and principles. It discusses various exterior store design elements like signs, entrances, windows and structures. It also covers interior principles of design such as balance, emphasis, proportion, rhythm and unity. Specific window structures, lighting rules and display components are explained. The overall purpose of visual merchandising is to attract customers and motivate purchases through visually presenting merchandise.
Kate Spade is an affordable luxury lifestyle brand known for its handbags. Founded in 1993, it offers a wide range of vibrantly colored leather bags and accessories that appeal to both classic and trendy tastes. Competitors include Michael Kors, Tory Burch, and Coach, which also offer colorful, fashionable bags at accessible price points between $175-498. The document recommends Kate Spade offer more neutral colors in some styles, use trendier colors overall, add a sophisticated tote bag, reduce sale items, and market trendier pieces with a sense of exclusivity.
Hermès is a French luxury goods company founded in 1837 that specializes in leather, ready-to-wear, and luxury goods. The company focuses on craftsmanship and quality over mass production. Hermès targets affluent consumers and maintains an exclusive brand image through limited distribution channels and prestige pricing. The company's visual merchandising emphasizes its heritage and equestrian roots through window displays featuring horses, leather goods, and silk scarves. Hermès aims to attract new younger customers while honoring its traditions.
The document provides an overview and analysis of the Dior J'adore and Lancome Tresor perfume brands. It examines the brand hierarchies, lineups, elements, marketing strategies, exploratory research, positioning, values and summaries key findings. Research methods included focus groups, interviews, surveys, and observations to understand brand awareness, image, relationships and personalities among consumers. Both brands aim to portray elegance and romance through French names and origins, but Dior associates more with luxury, fashion and sophistication while Lancome emphasizes sweetness, fragility and love.
This document provides an overview of key fashion marketing concepts. It discusses the concept of marketing, identifying customer needs and wants. It also covers market segmentation, the marketing mix of the 4 P's (product, price, place, promotion), distribution channels, and merchandising. The objectives are to understand how fashion businesses develop, promote, and distribute products to satisfy customer demand through various marketing strategies and activities.
How to create retail store interiors that getraashi77
The document provides details on several retail store interior designs from around the world. It describes design elements and layouts that attract customers, encourage browsing, and increase sales. Specifically, it discusses the use of lighting, displays, materials, and product placement in stores selling items like fashion, jewelry, home goods, and sneakers. The goal of most designs is to create an immersive brand experience through visuals and customized spaces that highlight different collections.
The document provides tips for designing retail store interiors to increase sales. It recommends that the entrance, or "threshold" area, make a good first impression. Most customers will turn right upon entering, so the first wall seen, or "power wall", should have eye-catching displays. The interior layout should guide customers on a path through the entire store using textures, eye-catching displays, and comfortable waiting areas. The checkout counter should have ample space and additional displays to encourage purchases. Constant testing and observation of customer behavior can help optimize the store design.
IKEA is the largest global furniture retailer operating in 41 countries with $32 billion in revenue in 2015. Founded in 1943 in Sweden by Ingvar Kamprad, IKEA originally sold pens and seeds from a shed. IKEA is known for its affordable Scandinavian designs through low prices and flat-packed furniture that customers assemble themselves. While IKEA has changed the way people shop for furniture through convenience and savings, their expansion has also led to some problems as customers must travel long distances and do the assembly themselves.
The document provides lighting design concepts for four different retail personalities - The Fashionable, The Urban, The Adventurous, and The Conscious. For each personality, it describes the target customer, includes photos of the designed shop space using different lighting techniques, and lists the luminaires used to create the lighting looks. The concepts are meant to inspire retailers to use lighting to express their brand and match the personality of their target customers.
Merchandising and Visual Display PortfolioAndrew Squires
This portfolio document contains images and descriptions of store displays and merchandising created by Andrew Squires. The document provides tips on using clusters, layers, and accessories to showcase styles and sell products. It also emphasizes the importance of signage, highlighting new items, and creating eye-catching window displays like a six-foot snowflake to attract customers. The portfolio aims to showcase Squires' skills in visual merchandising and store design.
IKEA is a global retail titan founded in Sweden that sells home furnishings. It has over 350 stores in 43 countries that attract over 650 million visitors annually. IKEA is known for its low prices due to purchasing in bulk and having customers assemble furniture themselves. The company closely studies consumer markets and tailors its stores and products to local cultures, such as adding more dining space in US stores based on visits to Hispanic households.
IKEA is a Swedish multinational group that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories. It was founded in 1943 and is now one of the world's largest furniture retailers. IKEA has expanded globally and has stores in 36 countries worldwide. The company focuses on modern and affordable design using a self-service business model.
RETAIL BRANDING: ANATOMY OF SUCCESSFUL STORESDian Hasan
Anthropologie creates an atmosphere like a high-end flea market to target upscale women ages 30-40. The store is visually stimulating with unique interiors, unusual decor, and a surprise factor to provide an escapist, fantasy experience. Future retail trends include multi-category stores selling furniture, kitchenware, clothing, and home goods. Stores will have art gallery-like or sci-fi settings with dramatic lighting and unusual color palettes. They will also be social hubs, relaxing, and interactive with technology. Responsible design practices that are open, flexible, offer a variety of products and events, and focus on excellent service will help brands stand out.
This presentation is created by me Anugrah Nimavat from NIT Surat during marketing internship under the guidance of Prof. Sameer Mathur ( IIM Lucknow )
In-Store Merchandising - Store Design GuideDanielBooklin
Metrópoli is a luxury retailer that will offer the finest fashion and quality products in an exceptional environment. Its Madrid store will be located in the city's fashion district and have an interior design inspired by a Spanish courtyard, featuring tile floors, white walls, columns, and a central fountain. Fitting rooms will be spacious with mirrored doors and leather couches. Visual merchandising will be minimalistic with mannequin displays and conceptual window fronts focusing on the garments. Marketing will include an app allowing customers to preview collections and book appointments.
IKEA was founded in 1943 in Sweden by Ingvar Kamprad with a vision of providing well-designed, affordable home furnishings. In the late 1950s, IKEA began focusing solely on furniture and pioneered a new retail model of flat-packed furniture that customers assemble themselves, keeping costs and prices low. This innovative strategy enabled IKEA to grow rapidly and become the world's largest furniture retailer, with 287 stores globally by 2011 and annual sales of $24.7 billion. The document discusses IKEA's past growth and potential future strategic positioning as furniture retailing continues to evolve.
The document discusses principles of retail organization, furniture, and fixtures. It begins by outlining how a retailer analyzes their building stock or finds a suitable site after establishing their brand. The interior layout can be broken into four areas: the entrance, main circulation, pace, and sales areas like displays and checkouts. Great care is taken with shopfront and window design to attract customers and communicate the brand's essence through materials, graphics, and merchandise displays. Both traditional and contemporary examples are provided. Key considerations for shopfront elements include location, neighboring stores, signage, windows, and entrance design.
IKEA is the largest furniture retailer in the world known for its low-cost, functional home furnishings. IKEA achieves low prices through cost-cutting solutions throughout its supply chain and retail operations without compromising quality. IKEA stores are designed to immerse customers in the shopping experience through interactive showrooms and by encouraging self-service to reduce costs. IKEA's culture emphasizes cost-leadership through efficient global sourcing and logistics, flat-pack assembly, and large suburban store formats.
This document provides examples of retail displays and point-of-sale designs created by Dashing for various brands. It showcases window displays, in-store signage, banners, and other visual merchandising elements produced for brands like Under Armour, Seafolly, Hermes, Uniqlo, Nike, Adidas, Target, and Lego. The designs utilized various printing and fabrication techniques to create eye-catching displays and engage customers in store.
This document provides examples of retail displays and point-of-sale designs created by Dashing for various brands. It showcases window displays, in-store signage, banners, and other visual merchandising elements produced for brands like Under Armour, Seafolly, Hermes, Uniqlo, Nike, Adidas, Target, and Lego. The designs utilized large format printing, cutouts, decals, and other techniques to creatively display products and engage customers.
IKEA is a multinational group that designs and sells ready-to-assemble furniture, appliances, and home accessories. It was founded in 1943 in Sweden by Ingvar Kamprad and has since grown to become the largest furniture retailer in the world with over 300 stores globally. IKEA is known for its low-cost, flat-pack furniture and its business model focuses on affordable prices through efficient sourcing and assembly by customers.
Etude sur Ikea et sa stratégie à l'internationalUlrich Rozier
IKEA was created in 1943 by Ingvar Kamprad and has grown to include 267 stores across 25 countries with annual revenues of 21.5 billion euros. While IKEA aims to provide a standardized shopping experience and product range globally, it must also adapt to local market conditions. For example, in China, IKEA has modified products to include woks and teacups, added balcony furniture due to small living spaces, and positioned itself as a higher-end Western retailer rather than emphasizing low prices. This demonstrates that while IKEA's concept and goals remain standardized, the execution of its marketing strategies must be adapted to each local culture and market to be successful.
This document provides a summary of IKEA, the international home furnishings retailer, in 3 paragraphs:
IKEA is a privately held Swedish company that sells affordable, self-assemble furniture and home accessories through its 265 stores worldwide. It aims to offer well-designed, functional products at low prices through a flat-packed assembly model. IKEA was founded in 1943 in Sweden and has grown to over 100,000 employees with $36 billion in annual revenue.
IKEA focuses on simplicity and cost-consciousness throughout its operations. It works closely with over 1,500 global suppliers, particularly in China, to ensure low prices while maintaining quality. IKEA is also committed to environmental sustainability and social responsibility.
IKE
The document discusses the impact of store atmosphere and visual merchandising on consumer buying decisions. It describes how store atmosphere, shopping comfort, store layout, and atmospherics like lighting, music, and smells influence customers. It provides specifics on the atmospherics and visual merchandising strategies of Big Bazaar and Pantaloons, including their use of planograms, signage, mannequins, and promotional displays. Finally, it notes how well-designed shopping malls improve the consumer shopping experience through amenities, entertainment options, and varied food choices.
1. THE VISUAL MERCHANDISING PROPOSAL FOR
SKETCH.
“Visual merchandising is the physical representation and communication cue of
the brand or retailer, through creative grouping and presentation of merchandise
in windows and in the store.” (Easey, 2009)
By Stacey-Jane Ross
Student No: S1105444
Fashion Brand Visual Merchandising
International Fashion Branding (Level 3)
2. BRAND CONCEPT
Brand Name:
• SKETCH.
“In the increasingly hip and cutting-edge field of illustration, there is no trend
hotter than fashion illustration.” (Borrelli, 2008)
Brand Mission:
SKETCH aims to deliver the most up-to-date pieces to consumers, only weeks
after it has been spotted on the fashion runways.
• “Fast fashion has become a major driver for sales of clothing in the UK;
consumers have become increasingly conscious of the latest styles and are
continually trying to keep up with the changes.” (Keynote, 2013)
Target Market:
• Fashion-forward, females in full-time education & young professionals with a
fairly disposable income
• Aged 18-34
• Active and ‘on-the-go’ lifestyles
• Appreciate high quality and long-lasting pieces of clothing; Mintel (2013)
states that “quality and durability are people’s main priorities when buying
clothes for themselves...and are ten percentage points more important than
low price.”
3. BRAND CONCEPT CONTINUED...
Target Market Justification:
• “The popularity of high-end brands is heavily biased towards the
younger generation, and declines progressively with age; eight in ten
under-25s are luxury goods buyers, compared to less than half of over-
55s.” (Mintel, 2011)
• Additionally, it is also stated that younger, cost-conscious shoppers,
particularly students, normally purchase luxury products when they are
being sold at a reduced price. It is 25-34 year olds who are “more
valuable to the market due to their heightened spending ability.”
(Mintel, 2011)
Competitors:
SKETCH can be described as a ‘high-end high-street’ fashion retailer
offering fairly luxurious pieces, at affordable mid-to-high prices, designed to
last a lifetime. In terms of style and price SKETCH’s main competitors
would be Mango and Zara. “The secret to Zara’s appeal is that, although
shopping there is cheap, it doesn’t feel cheap.” (Tungate, 2004)
Theme:
While there will be no firm theme throughout the store, a colour scheme has
been selected and will be adhered to. The colour scheme is almost mono-
chromatic and consists of black and light grey. The décor will be timeless,
thus saving time and money as it will not have to be renewed too frequently.
5. STORE LOCATION
43 West Nile Street,
Glasgow,
G1 2PT
“The location of a store must be appropriate to
retail business: to reach the right kind of customer
it is important for a store to be in a street that
reflects its image.” (Varley, 2006)
6. STORE LOCATION CONTINUED...
Glasgow is Scotland’s second largest city and has a population of around 660,000
people drawing on an estimated catchment in excess of 2 million people.
“Glasgow’s reputation as one of the best shopping destinations in the UK has been
confirmed, after a major retail survey placed the city in the number one spot.”
(Doherty, 2004)
The unit is located in the heart of the city centre, on the west side of West Nile Street,
close to its junction with St Vincent Street and to the prime retail pitch of Buchanan
Street. This well established location is home to a variety of restaurants, bars and
retail operators. The unit is also situated close to two main railway stations and several
education establishments such as Glasgow Caledonian University and The University of
Strathclyde.
Although West Nile Street is not located on the main shopping streets, it is in close
proximity and will have the additional advantage of frequent passing traffic.
The exterior of the store will not change greatly. It will be painted with Dulux “White
Mist” – a very pale grey – and will still stand out between the dark red and green
stores on each side.
7. STORE EXTERIOR
Green (2011) claims that the storefront has to
enlighten shoppers as to what price range,
products and their quality, and level of customer
service the store is wishing to entice inside.
Pegler (2006), states that the sign on the outside
of the building is what first makes an impression
with both potential customers. It is also stated
that the lettering, font, material, colour and style
used are very important. The brand name will be
centrally located above the store; the typography
used will be bold, large and capitalised. The
colour of the lettering will be black to ensure that
it will jump out from the paler background. This
will ensure that it is clear and easy to read by
passers by. This typography will consistently be
used on packaging and labels.
Light grey paint will be used on the outside of
the store; this is in-keeping with the selected
colour scheme, The shade “White Mist” by
Dulux has been chosen and will provide a good
contrast from the dark red and green units on
either side of the store.
8. WINDOW DISPLAYS
Mower et al, 2012, states that “from window displays, potential customers gather information used to
help make decisions about whether to shop at a particular store.” Furthermore, Portas (1999),
describes store windows as “the retailer’s most economical form of advertising”.
The retail unit being used comprises of two windows – one is fairly large while the other is half the
size. They are both open-back windows, therefore they have no back wall but “offers a direct view
into the selling area beyond.” (Pegler, 2006) The smaller window, on the right hand side of the unit is
going to remain open-back so that customers can see in to the new store to gain a sense of what kind
of brand SKETCH is.
The larger window will be merchandised. A backdrop of a straight, black velvet curtain will be used –
this will give off a ‘luxurious’ vibe to passers by and will stop the interior from being on show through
this window. No mannequins will be used in the window as it will instead showcase a ‘larger-than-life’
hero piece from the brand’s collection at the time. The garment will almost always be vibrant and
bright in colour in order to attract attention as it contrasts with the black back-drop. On the garment
there will be high-quality sketches, pinned all over, showcasing the various design stages of that
garment. This aims to encourage passers by to stop and look in the window before deciding to enter
to find out more about the brand and what it offers.
10. While the store is a flagship, it is not huge in size as it is considered
more of a boutique.
The retail unit comprises of two floors – the basement and the
ground floor which is at street level. The basement is 96.61 square
metres (1,040 square feet) – this will be used as a small storage area.
The ground floor measures 103.87 square metres (1.118 square feet).
As stated in the ‘brand concept’ section, SKETCH has a colour
scheme of pale grey and black. This will be apparent throughout the
store.
In terms of the number of garments on display, the store is very
minimal. “The minimalist strips down the store to only what’s
absolutely necessary. A few select items are displayed, each one
presented in serene splendour.” (Shepard, 2012)
In order to have as much of a variety of garments on the shop floor
as possible, only one garment in each size will be out at any time i.e.
a coat will be produced in sizes 6, 8, 10, 12, 14, 16 and 18, and so
there will be 7 coats of that style being displayed. Due to this,
shelving and wall fixtures will be heavily utilised in the store.
STORE INTERIOR
11. STORE INTERIOR CONTINUED...
WALLS AND FLOORING:
Like the outside of the store, the walls inside will be painted with ‘White
Mist’ Dulux paint. This will result in a seamless transition from the
pavement to shop floor.
On the wall above the cash desk there will be ornate black frames of
different shapes and sizes – these will contain various fashion sketches.
Contrasting this, there will be polished, black marble tiles. These retail
at £75.14 per square metre and will cost a grand total of £7,828.80.
While these seem expensive they will be worth the money in the long-run
as they are easy to clean and hard-wearing.
There will also be a sheepskin rug.
FURNITURE:
There is one main piece of furniture in the store – a black leather sofa.
This will provide a ‘homely’ feel to the store and feel inviting to
customers.
TILL POINT:
A custom-built, black marble cash desk will be in place.
12. STORE INTERIOR CONTINUED...
MANNEQUINS:
Abstract, matte black mannequins will be used in the centre of the store to showcase key items; four mannequins striking
different poses will be used. Pegler (2006) claims that, as mannequins are so expensive and sometimes limited to only a few
years of being ‘in fashion’, smaller retailers limit their purchases to two or three mannequins.
The abstract mannequins have simple, egg-shaped heads and little sculptural definition; they may also have elongated
limbs which make it look more elegant and decorative. (Pegler, 2006)
13. STORE INTERIOR CONTINUED...
FIXTURES AND FITTINGS:
Keeping with the minimalist approach, there will be no stands on the shop floor. Instead, the wall space will be heavily
utilised. Black chrome fishtail garment rails will be used – these are adjustable and can be at a height between 4ft and 6ft.
For consistency, SKETCH will ensure all rails are at a height of 5ft – high gloss, black floating shelves will also be above
these rails and will display handbags and shoes,
14. STORE LAYOUT
KEY:
- FITTING ROOM
- TILL POINT
- WINDOW
- ENTRANCE/PORCH
- TWO SEATER
LEATHER SOFA
-FAUX FUR RUG
- MANNEQUIN CLUSTER
- HEAVY DUTY RAILING
AND SHELVING
15. ATMOSPHERICS
Kotler (1973) coined the term ‘atmospherics’ which can be defined as “the
effort to design buying environments to produce specific emotional effects in
the buyer that enhance purchase probability.”
Varley (2006) states that “there are many things that blend together to
create an atmosphere, and atmospherics are cues that act on the
subconscious through the sense to create a state of mind in the customer.”
The term is therefore concerned with stimulating the five senses: visual,
aural, olfactory, tactile and taste.
Visual Stimulation:
• Concerned with colours, lighting levels and the appearance of the items
in store
Aural Stimulation:
• Concerned with sounds or music and their volume, tempo and style
Olfactory Stimulation:
• Involved with the sense of smell and if there is a scent present in store
Tactile Stimulation:
• Sense of touch; textures within a store environment and interaction with
stock
Taste Stimulation:
• Concerned with sense of taste: not common in fashion retail
environments
SKETCH will use various techniques in order to affect consumer behaviour
by attempting to stimulate the visual and aural senses. No scent will be
present in the store. Tactile stimulation will not be looked at as it is mainly
concerned with the stock on display; SKETCH will not use tactics to create
a taste stimulation with customers.
16. VISUAL STIMULATION
Varley (2006) argues that “a great contributor to the general atmosphere in
store is the lighting used. The overall level of ambient lighting needs to be such
that the customers can see the merchandise clearly and the store looks bright
and inviting.” She further goes on to explain how lighting can cleverly be used to
enhance interest in the store itself; the use of different kinds of lighting all
pointing in specific directions can create a very good effect.
Quartier et al (2008) conducted a small experiment in which they photographed
one item, for instance an apple, several times under different lighting and asked
participants to rate how it made them feel. It was recorded that in some cases, a
participant would not instantly realise that the item was the same as the
previous one – this highlights that lighting does have a massive impact on how
we view things.
There will be two main types of lighting used in store as different needs must be
met. On the shop floor, LED spotlighting will be used because of the efficiencies
they possess. “They have a very long lamp life (in excess of 25,000 hours), are
efficient, shock-resistant, dimmable, and have minimal heat generation.” (Green,
2011) The LED lighting will be used around the edges of the store, above the
wall fixtures and till point. Using the spotlights above merchandise on the wall
fixtures aims to draw attention to the merchandise and allows customers to see
it more clearly.
The second type of lighting used will be present in the fitting rooms. Filament
bulbs, although considered to have low efficiency will be utilised because of their
emission of “warm, yellow-white light that is very flattering to human skin
colour”. (Green, 2011) The aim of this is to flatter the customer and make them
feel comfortable and good-looking in the garment they are trying on therefore
persuading them further to purchase the item.
17. VISUAL STIMULATION CONTINUED...
In addition to the LED spotlighting and filament
light fixtures that will be used, there will also be
a chandelier in the centre of the store, directly
above the cluster of mannequins.
This chandelier is inspired by Philippe Starck’s
Bacarat Chandelier and is mainly used for décor
purposes. However, filament bulbs will also be
used here too – this will showcase the garments
on the mannequin in a much warmer and inviting
light.
19. AURAL STIMULATION
Yalch and Spangenberg (1990) stated that
there was a difference in the amount of time
shoppers spent in store depending on their
familiarity with the music that was playing.
“When shoppers were exposed to music that
they normally listen to (foreground for young
shoppers and background for older shoppers),
they reported spending less time in the store
than they had intended relative to when they
listened to music they do not usually select
(background for young shoppers and
foreground for older shoppers).”
For this reason, SKETCH will play classical
music in store – it will not be fast tempo but
relatively medium-paced to encourage a
leisurely look around the store. The volume of
the music will also not be overly loud,
SKETCH wishes to create a relaxing a
peaceful atmosphere for its customers.
20. EXPENSESITEM QUANTITY PRICE SOURCE
WALLS & FLOORING
Dulux “White Mist” Paint 5L Tin 15 £674.85 http://www.dulux.co.uk/colour/jasmine_white#white_mist
Black Ornate Picture Frames 6 £89.94 http://www.dunelm-mill.com/shop/black-ornate-highlife-photo-frame-
111124
Black Marble Floor Tiles 224 Boxes £7,828.80 http://www.toppstiles.co.uk/tprod3609/section1367/Polished-Marble-
Black.html
Ivory Sheepskin Double Rug 1 £110 http://www.johnlewis.com/john-lewis-sheepskin-
double/p452464?colour=Ivory
FURNITURE
Black Leather 2-seater Sofa 1 £900 http://www.thechesterfieldcompany.com/products/coniston_leather_sofa.p
hp
FIXTURES & FITTINGS
Black Marble Cash Desk (Custom Made) 1 £8,500 http://www.custommarbledesign.com/
Floating Shelves (Black) 25 £125 http://www.ikea.com/gb/en/catalog/products/70103622/
Chrome Fishtail Garment Rails 8 £326.32 http://www.shop-equip.com/retail-equipment-1/fashion/clothes-hanging-
rails/garment-rails/chrome-fishtail-garment-
rahttp://www.ikea.com/gb/en/catalog/products/70103622/ils-all-sizes-
2.html
DISPLAYS
Matte Black Abstract Female Mannequins 4 £3,000 http://www.hansboodtmannequins.com/display-mannequins.html
LIGHTING
Chandelier 1 £1,719.80 http://www.affordablechandeliers.net/shop/18-light-bruce-chandelier/
LED Spotlights 3 x 4 pack £135 http://www.ikea.com/gb/en/catalog/products/40171405/
Filament Lighting Fixture 4 £700 http://filamentlighting.com/heirloom.aspx
RETAIL UNIT
One Month Rent during renovation N/A £3,583.33 http://www.culverwell.co.uk/retail/index.php?seo=glasgow
TOTAL: £27,693.04
Remainder of budget to be used for labour and stock
21. REFERENCES
• Borrelli, L. (2008) Fashion Illustration by Fashion Designers. London: Thames & Hudson
• Doherty, J. (2004) Glasgow Top UK Shopping Destination. The Scotsman. [Online] 6th February. p.11. Available
from: http://thescotsman.com. [Accessed: 2nd December 2013].
• Easey, M. (2009) Fashion Marketing, 3rd Edition. West Sussex: Wiley-Blackwell
• Green, W.R. (2011) Store Design. USA: Zippy Books
• Keynote (2013) Clothing Retailing Market Report 2013. Teddington: Keynote Limited
• Kotler, P. (1973) Atmospherics As A Marketing Tool. Journal of Retailing. 49 (4). p.48
• Mintel (2011) Consumer Attitudes to Luxury Brands – UK, November 2011. London: Mintel International
• Mintel (2013) Clothing Retailing – UK, October 2013. London: Mintel International
• Morgan, T. (2010) Window Display – New Visual Merchandising. London: Laurence King Publishing
• Mower, J.M., Kim, M. and Childs, M.L. (2012) Exterior Atmospherics and Consumer Behaviour. Journal of
Fashion Marketing and Management. [Online] Emerald Insight16 (4). p.442-453. Available at:
www.emeraldinsight.com. [Accessed: 10th December 2013]
• Pegler, M.M. (2006) Visual Merchandising and Display. USA: Fairchild Books
• Portas, M. (1999) Windows: The Art of Retail Display. New York: Thames & Hudson
• Quartier, K., Christiaans, H. and Van Cleempoel, K. (2008) Retail design: lighting as an atmospheric tool,
creating experiences which influence consumers’ mood and behaviour in commercial spaces. [Online] Available
from: http://shura.shu.ac.uk/496/. [Accessed: 2nd December 2013].
• Shepard, J. (2012) New Trends In Visual Merchandising. New York: RSD Publishing
• Tungate, M. (2004) Fashion Brands. London: Kogan Page
• Varley, R. (2006) Retail Product Management, 2nd Edition. New York: Routledge
• Yalch, R. and Spangenberg, E. (1990) Effects of Store Music On Shopping Behaviour. The Journal of Consumer
Marketing. 7 (2). p.55-63