análisis visual merchandising, tous
TRANSCRIPT
•Spanish casual jewelry company
•Started in the 1920s as a family-ownedcompany, based in Barcelona
•TOUS has evolved as a global jewelry andaccessories brand
•Today, the second generation of the TOUSfamily infusing new breath into the brand whilestaying true to TOUS’ heritage of chic,sophisticated design
•The company’s trademark, a little stylizedbear, which quickly became a status symbol inSpain
260, Regent Street
London
TOUS has just finalized its entry into the London market.
LOCATION: at the junction of RegentSt and Oxford St, which is one of theworld’s most prestigious retailareas.
With more than approximately 300 mof floor space
Tous implant a new look in thisstore. It’s a CONCEPT devised bywindow-dressers, interiordesigners and designers, that havemore than 20 years of experience.
The GOAL of this new look is toconvey the value of the brand invery comfortable surroundings.
RESULT: the new store has largerfloor spaces, which allows greaterdisplay space for jewelry andaccessories, so that clients canfeel comfortable throughout thebuying process
STORE STRUCTURE
• Divided intotwo floor
• Open backwindow,showing allstructure instore
• Simplestructure
• no closedrooms, openedwalls
• loftdistribution
PROPS
Display cases tablemade of new dark
wood, with ownlighting points
The store’s priciestgoods showcased in
wall-mounted displaycases
Full-service bar(showcased-table and
chairs)
This technique bycreating a “residential”,
to make people feel athome
details
• No mannequins,jewelry hangers
• pictures of thedesigner and KylieMinoge, providingpersonality andfamily sense
• natural flowers, asfurniture
• back area,simulating a livingroom, to receive tovip customers
• bear shape in everydetail
MATERIALS AND COLOR PALETTE
• BASICLYMODERNMATERIALS
• CLASSIC SIMPLEDESIGN
• SOFT LOOK
• SOPHISTICATED
• WOOD
• SILVER
• GOLDEN
• BLACK
• …warm colors
LIGHTING, SCENT AND MUSIC
Vanilla and new woodsmelling
Soft Classical music
Soft lighting: halogenlamp, track system in
showcase area
ACHIEVEMENTS
• concept of simplicity, quality andelegance
•environment plays with all of sense
•Luxurious appearance
•Affordable jewelry pieces
• classy environment
• comfortable surrounding, to makepeople feel at home