Marc Jacobs Spring Summer ’13 Monochrome Window

Tags

Chameleon Visual, Marc Jacobs, monochrome, Mount Street, shop window, trend, visual merchandiser, visual merchandising

It’s unavoidable, the monochrome trend is EVERYWHERE and visual merchandising is no exception.

The Marc Jacobs Spring/Summer ’13 show was monochrome madness. Sexed up 60’s beehives and stripes were the focus of his catwalk. The striped black and white shirts and trousers reminded me of the film ‘Beetlejuice’ and the red and white outfits were reminiscent of yummy candy canes. The British high street has already created copies; monochrome will be the biggest trend for S/S ’13.

Mount Street window display for Marc Jacobs

Marc Jacobs has recreated his catwalk looks for his shop window in London.  Chameleon Visual created the display for the Mount Street boutique in London. Optical illusions have been produced refracting the monochrome lines in the garments; this was made by an illusion box being part of the creation. Inspiration has been taken from his kaleidoscope Spring/Summer ’13 advertising campaign, which features the Australian beauty Ruby Jean Wilson.

Monochrome design in the window of Marc Jacobs

The geometric optical illusion makes this monochrome shop window playful but chic. White painted bicycles are another fun aspect to the creation and are a more creative way of displaying accessories.

Bicycles used to display accessories at Marc Jacobs

Chameleon Visual has created a fresh take on the monochrome trend, so different to the typical floral Spring/Summer ideas that stores regurgitate every March, I love it.

*Credit to Chameleon Visual for the images

New Visual Merchandising Techniques: Selfridges ‘No Noise’

Tags

display, merchandising display, no noise, relaxation room, selfridges, shopping, visual merchandising

Selfridges has employed a new visual merchandising strategy, a ‘No Noise’ policy.  They state: “As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place. In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds.”

When Harry Gordon Selfridge opened his flagship store, he created a relaxing space where customers could retire when the rustle and bustle of the busy shop floor. This atmosphere has been recreated by Alex Cochrane Architects; the space is titled the Ultra Longue.

Along with this relaxation room, Selfridges asked leading brand to create limited edition ‘No Noise’ products. Heinz ketchup, baked beans, Marmite and Clinique were a few of many brands that joined in, scrapping logos and slogans. Of course these will all become collectables in future.

Can you guess what brand this is from? Clinique do Selfridges ‘No Noise’

As you can see in the image, Selfridge’s even stripped their logo from their iconic yellow bags. The visual display just simply showed the plain yellow bag on a white plinth, letters scattered on the floor. The other window displays showed a comfortable white sofa, a fluffy lone cloud and a set of mannequins with no brand logos or signage.

The iconic yellow Selfridges looses it’s logo for the visual merchandising display of ‘No Noise’

Selfridges ‘No Noise’ visual merchandising display

Selfridges visual merchandising shop window display, no brand logos used for ‘No Noise’

I really embrace this ‘No Noise’ new trend in visual merchandising. When I go shopping sometimes I feel overwhelmed by big graphics and signage, along with complicated window displays.

I think brands should stop slapping huge sale window stickers on their windows; I’m looking at you River Island! Take a leaf from Selfridges, plain, uncluttered book.

*Credit to British Beauty Blogger for the Clinique image.

*Also credit to The Window Shopper for the Selfridges window display images

Interview with a Visual Merchandiser

Tags

display, Topshop, visual merchandiser, visual merchandising

An example of Katie’s visual merchandising.

I interviewed Katie Angilletta on her Visual Merchandising journey with Topshop, to give you the inside look at visual merchandising.

 How did you get into VM?

“I have been doing bits of visual merchandising in my store for around a year, but when our stores full time VM went on maternity leave, I took over her role of merchandising and creative.”

 What guidelines are you given?’

“Every quarter we got a ‘Model Store’ guidelines book, which is made of photos, descriptions, along with trend breakdowns and key program lines.

“When it comes to window schemes we get a update on our system every 2 months or so on the new window scheme guidelines. This includes how to install the scheme, any window graphics that should be included, what trend should be featured and inspiration of how to dress the mannequins along with a launch date. I have to make sure each look follows SILIBI- see it, like it, buy it.”

Favourite piece of visual work?

“My favourite shop window I created has to be the Christmas window schemes in 2009 for designer stockist Tessutti. They had 4 large windows and I was allowed to do anything I wanted, as long as it reflected the stores brand image. I had a month and a budget of £100 but scrimping, begging, borrowing and DIY paid off and I had amazing feedback from the store manager.”

 What is your goal?

“My goal is to bag a place in a flagship, or become an area VM or something along those lines, certainly something bigger than my store!”

What is Visual Merchandising?

Tags

definition, visual merchandiser, visual merchandising, what is visual merchandising

An example of visual merchandising

How often have you gone into a retail environment to purchase one product and come out with something you didn’t need? That’s Visual Merchandising at its best.

Visual Merchandising helps a brand create a distinct image that helps set them apart from their competitors. Many aspects like lighting, music, layout and displays should attract a customer, create interest and desire for the products and make them want to purchase.

Trends in consumer behaviour and cultural influences will be picked up by trend forecasting companies 18 months before a collection is released. This will then be interpreted by designers whose collections will inspire buyers and brand researchers. High street shops will then take these ideas and develop them to fit their brand identity. Successful ideas will be sent to factories to be put into production. Finally the filtered down, brand appropriate garments will be sent out to stores. What happens to these products when they are delivered? They need to be displayed in a way that entices the customer into purchasing, that’s Visual Merchandising.

An example of a mannequin display in Debenhams.

A Visual Merchandiser’s job will include producing or following floor and display plans, making the best of a store’s space and layout, setting up props, dressing mannequins, filling racks with new garments, displaying prices and offers and giving feed back to the head office. Good Visual Merchandising should help a customer navigate the store easily and locate a desired item. It also needs to give an element of ‘self-service’ for the customer, show co-ordinating styles and ideas on how to wear garments.

Ultimino visual merchandising display in Debenhams

So next time you enter your favourite shop think about how much thought has been given to how your purchased item was displayed!

*Image from PRShots.com, c/o Debenhams