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INDIVIDUAL RESEARCH PACKGRAPHIC DESIGN BY MARY LAWTON1203376

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VISUAL MERCHANDISING

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The new Valentino store is five stories high and boasts vast square footage to be desired on the iconic Old Bond Street.

In order to create the desired impression, visual merchandising is key therefore small details need to be perfected alongside product

offer and advertising campaigns for the launch. This graphic design section will research into how layout will impact upon the success of the new store and how the design of fixtures and positioning of lighting will be used to create a truly experiential form of retailing...

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VISUAL MERCHANDISING - WINDOWS

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VISUAL MERCHANDISING - WINDOWS

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VISUAL MERCHANDISING - INTERIOR

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VISUAL MERCHANDISING - INTERIOR

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An example of good visual merchandising means that the products are displayed in a clear and brand appropriate way so that the customer can easily purchase, browse and form their opinions of the products.

Stores often collate products according to category, colour, size or sometimes scenario e.g IKEA..

Stores where products look their best, have good lighting, display fixtures and few of each product to create minimalist approach.

VISUAL MERCHANDISING - GOOD

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An example of bad visual merchandising would be where the customer doesn’t have a clear view of the products on offer, this limits the chance that they will buy something due to the fact that the customers view and perception is obscured.

Stores where the volume of stock is high, struggle to make the products look presentable all the time due to high customer traffic sifting through piles (e,g ZARA, PRIMARK)

VISUAL MERCHANDISING - BAD

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VALENTINO STORES WORLDWIDE

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Valentino has commissioned architect David Chipperfield to design the last few stores, his style consists of minimalistic but striking materials such as marble and rose gold. He uses wide open spaces with plenty of light to display a small number of

products...

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EXISTING STORES - EXTERIOR

SHANGHAI

MILAN

PARIS

MIAMINEW YORK CITY

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EXISTING STORES - INTERIOR

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EXISTING STORES - WINDOWS

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EXISTING STORES - WINDOWS

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STORE DESIGN RESEARCH

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The new store will be a collaboration of David Chipperfield’s minimalistic designs and John Henry ’s classic , romantic Italian architecture. We have considered

traditional building materials, common silhouettes and the mood of the interior space...

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TONE OF VOICE - ELEGANCE & INTRICACY

KEY WORDS - FLORAL, LACE, DELICATE, NEUTRAL, STRIKING, NATURAL, TRADITIONAL, QUALITY, LUXURY.

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TONE OF VOICE - HERITAGE & AUTHENTICITY

KEY WORDS - AGED, ORGANIC, AUTHENTIC, TRADITIONAL, LUXURY, COMFORTABLE, WARM, FRIENDLY.

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TONE OF VOICE -MODERN LIVING

KEY WORDS - LUXURY., CLEAN, SIMPLE, MINIMALIST, SUBTLE, SYMMETRY, GLASS

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TONE OF VOICE - MATERIALS

KEY WORDS - RAW, METAL, MARBLE, STONE, GLASS, NATURAL.

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COMMON SILHOUETTES - FLORALS

KEY WORDS - INTRICATE, DEICATE, SUBTLE, FEMININE

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COMMON SILHOUETTES- ROCKSTUDS

KEY WORDS - QUALITY, LEATHER, EDGY, CONTEMPORARY.

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LAYOUT - PSYCHOLOGY OF RETAIL

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Studies have shown that there is method and logic behind the layout of a retail environment. The positioning of products, lighting, fixtures, mirrors etc are all strategic in maximising sales and gently persuading the customer on a pre-detirmined route

around the floorspace...

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Decompression Zone - “First you enter the store’s foyer. This is commonly known as the “decompression zone,” and it’s meant to get you into the frame of mind to shop. Most decompression zones have friendly greeters, ads posted on the walls, and some of the store’s best deals on display.”

The Front - “This area of the store is usually stocked with promotional items. You feel like you’re being offered a stellar deal, which makes you want to enter the store and keep looking.”

The Centre - “Clothing and shoe stores reserve the centre of their shops for full-priced items. Since you must walk the full length of the store to reach the clearance section in the back, full-priced items are sandwiched between great sales so you see items and grab them as you go.”

The Checkout - If you’re checking out at the clothing, shoe, or accessory store, you can expect to see lower-priced items and accessories in small bins around the cash register, increasing the likelihood that you’ll spend above and beyond what you planned for.

(http://www.moneycrashers.com/retailers-impulse-buys-store-layouts/)

PSYCHOLOGY OF RETAIL - FLOOPLAN

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Decompression Zone - Customers tend to veer left when entering a store, so this needs to be considered when positioning merchandise. A psychological shift also occurs when inside a store, so patrons typically don’t notice merchandising displays within 15 feet of the entrance, say retail strategists Rich Kizer and Georganne Bender

The Front - Paco Underhill, a consumer be-haviour expert, discovered that the typical customer will avoid perusing merchandise if it brings another cus-tomer into close proximity. That’s true even when the shopper is very inter-ested in an item. Avoid this problem by ensuring aisles and floor space allow patrons adequate personal space.

The Centre - A free-flowing layout gives merchants opportunities to spur impulse buying, as shoppers can move the most freely through the store.

The Checkout-Phibbs suggests that owners ask unoccupied staff to wander the sales floor, posing as shoppers. This gives customers a sense of a bustling shop, which puts them at ease, he says. If a counter is essential, he suggests sizing it down to no larger than a desk.

http://quickbooks.intuit.com/r/marketing/6-tips-for-creating-an-optimal-retail-store-layout

PSYCHOLOGY OF RETAIL - FLOOPLAN

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• If a man takes the time to bring an item into a fitting room, there’s a 65% chance that he buys the item. This is why the fitting rooms are nearer to the men’s department than the women’s. Clothing retailers know they have to make it easy for men to try on a shirt – it ’s likely he’ll buy it if he tries it on; however, if he can’t find a fitting room, he’s likely to give up and leave.

• If a man can’t find what he’s looking for in a store, he is likely to leave and forget about it, whereas a woman would probably ask for assistance.

(http://www.moneycrashers.com/retailers-impulse-buys-store-layouts/)

PSYCHOLOGY OF RETAIL - BATTLE OF THE SEXES

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• Women are much more fickle than men, purchasing only 25% of the merchandise they test out.

• Female shoppers typically buy at a more leisurely pace, and they spend more time weighing their options. Because of this, they spend more time in-store

• When it comes to brand power, women are clearly influenced, which is why commercials and ads are often geared toward moms and housewives. Manufacturers know that a mum might become loyal to a brand and stick with that brand forever..

PSYCHOLOGY OF RETAIL - BATTLE OF THE SEXES

(http://www.moneycrashers.com/retailers-impulse-buys-store-layouts/)

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STORE AESTHETIC INSPIRATION & DESIGN

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It is important for the Valentino store to communicate the new message of Italian heritage and luxury. By carefully choosing the interior fixtures and fittings

we can deliver by giving the customer a unique shopping experience.....

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FIXTURES - FITTINGS

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Suspended hanging rails will be the main focal feature of the womenswear and menswear floor. They will be made from copper/bronze coloured metal and tough steel wire, they will be thin but strong and stylish. LED lights will be strategically placed to light the products. .

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FIXTURES - LIGHTING

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The lighting for the new Valentino store will be opulent and there will be a statement chandelier on each floor. The majority of the light will be natural, coming in through the three large windows at the front of the store. There will be spotlights, highlighting the key products in the store but hey will be subtle and unhidden.

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FIXTURES & FITTINGS - WALLS/ SHELVES

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Small accessories and leather goods will all be displayed on wall shelving units. they will be made from glass, marble and rose gold wire/ metal. LED and spotlighting will illuminate the products .

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FIXTURES - STAIRCASE

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FIXTURES - FLOORING & WALLS

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ACCESSORY DISPLAYS

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MANNEQUINS

Valentino’s new mannequins were going to be pale marble. We developed them from here to be plain white which stands out much better against the marble flooring.

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FITTING ROOMS

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FITTING ROOMS

There will be two very large fitting rooms on menswear separated into two compartments, where the tailor can enter the first compartment while the male customer has privacy in the second.

There will be three large fitting rooms on womenswear due to higher demand, the seamstress and sales assistants will be on hand to assist the female customer with whatever she needs.

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FIXTURES - POINT OF SALE

There will be point of sale on all floors apart from Shoes and Bags, This will encourage customers to venture to another floor so they can appreciate a larger variety of products and encourage more spending. On the ground floor there will be a customer service point made and will have a marble effect to co-ordinate with the rest of the decor. Smaller marble tills will be available on Womenswear & Menswear floors so customers can make their purchases with our state of the art IPAD sales system. The Gelato Cafe will have the same IPAD system but will integrated into a more glass fronted till point.

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FIXTURES - FINISHING TOUCHES

Valentino designers David Chipperfield and John Henry have decided to include small home-like features such as indoor green foliage and potted plants which is typical of Mediterranean homes.Copper and rose gold details will be abundant throughout the store which has been common in the newer Valentino stores in keeping with a contemporary style.

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STORE - FRONT FACIA

TERRACE - WINDOWS - DOORS -

Valentino will be introducing a cafe/ terrace on the top floor of the store. This will be a space from customers to extend their shopping experience, it will consist of Italian features such as wrought iron railings and green plants.

The windows are a key feature of the front of the store, we want to make sure they look like they belong to a contemporary brand but also to show the heritage and original architectural features of a typical Italian building.

The front door is the most important part of the store from the outside, the customer will use this to enter into the world of Valentino. Just like the windows, we want it to be a fusion of old and new architectural design.

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• Cafe

• Menswear

• Womenswear

• Shoes & Bags

• Fragrance & Accessories.

The front of the store will be made from Portland Stone, which will blend in to Old Bond Street.

Seasonal foliage and its 5 story silhouette will be its defining features to catch the eyes and grab the attention from passers by.

A set of 3 large windows on each floor will let a vast amount of light in, illuminating the products.

STORE - FRONT FACIA

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STAIRS

STAIRS STAIRS

SOFA

FITTING ROOM

HANGING DISPLAY

STAIRS

SEAM

STRESS

TILLTILL

SOFA

SOFA

DIS

PLAY

CA

SES

LIFT

LIFT

LIFT

ENTRANCE

HANGING DISPLAY

9 M

21 M

FLOORPLAN

49FOURTH FLOOR TERRACE

STAIRS

SOFA

FITTING ROOM

HANGING DISPLAY

HANGING DISPLAY

TAILOR

STAIRS

KITC

HEN

TILL

ICE C

REAM

CO

UN

TER

LIFT

FLOORPLAN

This floorplan has been carefully arranged so that the customer has access to all the floor space and experience the layout and flow of the store.

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STORE NAVIGATION

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STORE NAVIGATION

FOURTH FLOOR TERRACE

After research into consumer behaviour and their instinctive navigation around a shop floorspace, we have arranged our products strategically along their supposed route.

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Ideas for store windows consisted of a typical city scene (London / Rome). We wanted to incorporate technology into the windows and thought about a scene that changed when you looked at it from different angles so the perception was always different but the products stayed the same.

WINDOWS

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WINDOWS

Another idea was to emphasise the fact that the interior will have indoor garden atmosphere. The Mediterranean lifestyle and home decor is important the store re-invention and to include that in the window for spring/summer made sense. We would involve texture and scent for the passers by to entice them into the store.

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PACK LAYOUT & DESIGN

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As a group we decided that layout number 4 would be the most appropriate format for our research pack. It is simple,

clear and also in keeping with the Valentino colour scheme.

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TASKS

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TASK ONE

Visit a variety of retailers and identify the trends for this season focusing on colour, footwear, accessories, materials and new products.Consider how these trends are translated into window schemes. Which products are new this season?

While visiting store win-dows in New York City, I came across a stunning set of installations in the Lord & Taylor windows. The theme was “a few of our favourite things”.The windows were brightly lit and heavily decorated with mechanical movements in every window like a miniature show.Due to these displays being in the windows just before Christmas, I think the theme was to encourage small indulgences, things you don’t need but want. The colours are typical Christmas colours with golds, reds and greens.Humour was also a key feature with dancing gingerbread men, the windows appealed to all ages.

Back in London, another set of windows that really stood out and had a major impact on the general public was that of Selfridges.Each window represented a different star sign, this in itself appealed emotionally to small segments of passers by of which their own symbol they were able to identify with.Products weren’t obviously displayed but the windows were effective enough to draw people inside the store.Colours were dramatic and powerful, glitter and neon lights gave that all important Christmas feel.

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TASK TWO

Store name - Louis Vuitton NYCStore location - 5th AvenueBuilding to the left of store - Saint LaurentBuilding to the right of store - Tiffancy Co.Date of visit - 2.12.15Time of visit - 2pmCompetitors - Prada, Dolce&Gabanna, Valentino

•Number of floors and entrances - 4 floors, 1 entrance•Placement of product categories on different floors - Bags ground floor, - Apparel on upper floors.

•What are the product adjacencies? - Outfit build, small amount of each prod-uct•Customer flow through escalators, entrances, stair, lifts - lead towards rear of the store and up stairs.

•Focal points - twisted centre piece displaying accessories.•Overall ambiance - clean, luxury, spacious•Floor - clean, pale•Ceiling - white, high

•Main fixture types -glass cabinets, wooden varnished •Tables - illuminated, glass•Mannequins - white plastic, headless•Hanging - side facing merchandise, widely spaced•Shelving -containing accessories•Hangers - black plastic with logo

•How the price is communicated in-store? - subtle on tags•What was the type of language was used in-store to talk to the customer? - calm, direct•How is point of sale implemented? - discreetly like furniture

•Did the displays follow on in-store from the windows? - keeping to seasonal trends.•Use five key words to summarise your observations from the visit - luxury, exhibition, architecture, large scale.•What five recommendations would you suggest to the management team as they plan their layout and displays for next season? - include more natural light, more experiential experiences, finishing touches e.g customisation.•What was your final opinion of the store? - well laid out, good product selection, good customer service.

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TASK THREE

HERITAGEfamily

originculture

community

lifestyle

tradition

fashion food

architecture

Select one word and thoroughly investigate it through mind mapping and means of visualisation. • Compare and discuss

difference in interpretation and meaning within your group.

• What are the connotations and denotations of the word and how have these been recorded?

• What common themes and associations are emerging?

• Are there any unusual links? “Thinking about different countries changes interpretation of how we see all the buzz words, I have looked at Italy.”

“Common themes - colours and materials are always important to whatever culture and whatever heritage.”

“Trend - Consumers want unique items that tell a story.”

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“Thinking about how people walk and live their life around these shoes and where the original design came from, do they serve a practical purpose?”

“How small structures can make a big difference, and by using a variety of fabrics that are hard wearing and practical it can give different effects.”

“Think carefully about materials used and what textural surfaces we need so the customer can interact with them appealing to the senses.”

• Visit an exhibition of your choice, recording the following in your sketch book :

• What inspired you most about this exhibition?• What techniques, styles, colours, fabrics

or influences have you adopted from the exhibition for your visual research?

• Explain how you will apply what you have learnt to your project?

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