presentazione gl rel 1.1

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F. I-F , 2007-2008

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Galeries Lafayette

-A Shoes Space-

Highlights

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Iconic

image

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“...The real Fashion System is nothing else than a natural

skyline “THE FASHION” appoints to itself in order to build

its “Significant” [its symbols].

Like it or not , outside the WORD there’s no FASHION point

,either in Total or in Essentials ”

[R.Barthes, Le Système de la Mode,1967]

RAW ASSUMPTION

•Systemic approach: method to get to the point

•Understanding structures:verbal/iconic/technical

- SIMPLY EMINENTLY EMPIRICAL & MANAGERIAL -

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“… ce n’est pas l’Objet , c’est le Nom qui fait désirer,

ce n’est pas le Rêve , c’est le Sense qui fait

vendre...”

[R.Barthes, Le Système de la Mode,1967]

Key!

The Role of a

Multisensorial Langage

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Langage ~System of Symbols Representation Reality

Real Products …better Margins !(?)

Needs for Tools to achieve them…

Oblige an Empirical reflections on:

1.Architecture = Spaces&Concepts (soft...ware)

2.High End Technology = Means(hard...ware)

Key!

Drivers or Triggers?:

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Space ∈ Emotions ∈ Experience ∈ Accessibility

Merchandising-Consistency in a Multibrand area

Collection’s significance dilution: risk!

Shoes Merchandising has low correlation:

With Sell-Out [a'] and with Pull-in [b]

!Than the ratio [b/a’=>> sales] due to a “special

area” is STILL dubious

Key!

State of the Art & Disclaimers:

=

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I.e. in shoes fully dedicated areas FROM:

Rodeo Drv. to Bergdorf

Colette to Corso Como 10

Gucci to Prada to S.Rossi to Renè Caovilla or the

(LATE..) Stephan Kelian or Roger Vivier

Takashimaya to Swank Shop

SPACE & Structured Merchandising empirically do not make

real differences or establish consistent, identifiable #

of patterns.

Key!

In a nutshell the empiricism shows what

-likely- you are not expecting to hear:

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Open the Whole [linguistic-semiotic] mechanism :

Dismantle some key words verifying connections semantically

understand it inside out [may yield surprises].

rebuild it in a different way stressing on overlooked

related areas; than two path: soft & hard being innovative and

irreverent within the roots.

Expected results MAY not be FULLY related to economics

in short term building Marketing Capital via increasing

Image & Service

Approaches

empiricism & experience spell it as a hard task: there is no

consistency in solutions.

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sales

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merchandising

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fashionablestylish

stylish fashionable

fashionable

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merchandise

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Merchandise 3levels

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Concept (store)

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shoe

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Shoe 3 levels

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fashion

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trend

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style

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sell

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Architectural & Spaces

SPIRAL (Φ PHI)

as a sign and as a mean of merchandising.

Soft Approach

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High End Technology

IBM multisensorial cabin Concept

Hard Approach

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...as per what

above...

Creative Hints to G.L.

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