TOPSHOP MODEL STORE

Chapel Street

Melbourne

16th – 21st Feb

Overview

• Model Store consisted of a whole team effort- VM Team, Brand Managers, DBM’s and support team from Sydney came together to achieve one of the best scores we have received.

• Set Up Process involved following CPA sent out by FVM, implementing the layout prior to sign off week. Each night consisted of reviewing and remerchandising areas using tools available.

• Bid Deals and Key Model Store Information was delivered through briefs, notice boards, key cards in the staff rooms and random knowledge testing throughout the day.

• Objectives were to improve and succeed on last seasons score, and objectives going forward are to set the standard, maintain the standard and consistently review and challenge ourselves.

Creative Overview: Windows, Chapel Street

1st window styled in Skate away 2nd Denim Window styled with New Monochrome

Windows, Garden Street

Window styled with Kiss me Margate Product (Bright pink, green and blue)

Creative: Void Spaces • Garden St Window best sellers

-Blue check skirt sold 5

-Green Sequin top sold 8

-Petite ‘Dog’ top sold 8

-Denim shirt sold 6

-Coloured check shorts sold 5

• Chapel street Window best sellers

-Green fluro top sold 10

-Stripe/snake top sold 10

-Tan jacket sold 12

-’girl’ top sold 6

(TOPSHOP fitting rooms)

Skate Away

• Skate Away ‘lead in’ trends colour story consists of, bright green, grey, white, light denim, burgundy. Playing up the check print.

• Commercial block of the ‘Branded’ t-shirts toward the back right corner, see it buy it as you walk in.

New Monochrome

• New Monochrome 2nd trend, colour story consisting of black, grey, white with pops of green and coral.

• A commercial block has been created of the Racer back sating cami’s on the back of the second creative fixture.

Kiss Me Margate

• Kiss Me Margate 3rd trend, colour story consisting of bright green, pink, grey with denim and laundry bag checks.

• A commercial block of the large spotted blouses has been created in the smaller wall to the fixture in front.

Folk

• Folk 4th trend , Colour story consisting of dark green, white, cream, black, orange and blue with dark patchwork denim.

• (This trend has now expanded since model store launch due to the amount of pieces.)

Denim

• The Denim department from left to right, MOM, HAYDEN, LEIGH, JONI and JAMIE jeans. • Leigh, Jamie and Hayden's being our stores top performing jeans were placed in the middle key sight lines and

given the most space/linear with tables in front.

Jersey

• Jersey updated with the new model stores outfitting, the colour story consisting of black, white, mint, grey, red and coral.

• Palm tree prints, slogan tees and leather pieces were added to create outfits and give Jersey a premium street feel.

Swimwear

• Swimwear’s colour story consisting of orange, black, grey and floral prints.

• Now that swimwear is beginning to shrink some jersey lines were added to create outfitting.

Petite

• Petite’s colour story consists of grey, burgundy, green, check and denim.

• The dressier Petite product was merchandised onto the floor fixtures.

• A commercial block of Petite jeans was created in the middle of the wall.

Shoes

• The lead in Shoe table was merchandised with a premium boot statement with our high performers being the “Aubrey” and the “Arcade”.

• The wall merchandised to a casual feel with our top performing shoes being the “Fancie” and the “Nation’s” given suitable sight lines.

Accessories

• Accessory premium bays created with two colour story's consisting of black, tan, cream with pops of green and yellow to add interest.

• Our best performing bags being the yellow ‘Concertina’ bag and the “Quilted Metal Corner Clutch’ bags.

Make Up

• Makeup merchandised according to our best performing lines running from top to bottom, Lipstick, Nail varnish, eye pencils and blush.

• Our best performing lipsticks being ‘Charmed’ and ‘Beatnik’.

Lingerie

• A small Sleepwear statement has been created next to our nicker promo block in the wall merchandised from best sellers to least.

BOH

Graphics Usage

Layout (16th – 21st Feb)