corella: visual merchandising extracts
DESCRIPTION
efsegfsefsadsadaTRANSCRIPT
Spring/Summer 2013 Visual Merchandising Proposal
Visual Extracts
Figure. 1 Style mood-‐board (Various images from Woodall & ConstanEne, 2008)
Figure. 2 PPM (House of Fraser head office, annotated to include Corella) Perceptual PosiEoning Map showing where Corella sits in the UK market. Products retail at a similar price as Ted Baker and French ConnecEon, however provide higher fashionability, rivalling more affordable Topshop and sister brand KaEe Day however for a broader target market, less fast fashion, more luxurious items for the professional woman.
Figure. 9 SilhoueVe board, WGSN (Evans, 2012)
Figure. 10 Colour board (WGSN womenswear team, 2012)
Figure. 11 Trend board, WGSN (Preston, 2012)
Figure. 40 Store InspiraEon Board (Mixed media, refer to Bibliography)
Figure. 41 Mannequin SelecEon Board (ProporEon London Catalogue)
CORELLA: Floor Plan for Concessions
4m
10m
Main walkway of Department
Other W
alkway
Other Brand
Area
Figure. 46 (Drawn personally) Scale: 1 x 100
CORELLA: Floor Plans for Concessions
On trend evening wear
Accessories Skirts/Trousers
Outerwear
Daywear
Till
Figure. 46 (Drawn personally)
CORELLA: Floor Plan for Concessions
There are many entrances to the area from two different walkways and a different brand’s area, so an ideal path is difficult, however the following one has been decided.
Figure. 46 (Drawn personally)
High Street
Back Street Other building/Store
10m
10m
Scale: 1 x 100
CORELLA: Floor Plans for Medium stores
Figure. 47 (Drawn personally)
CORELLA: Floor Plans for Medium stores
Changing rooms
Work wear
Evening wear
Evening Accessories
Casual wear
Day Handbags
Till
Figure. 47 (Drawn personally)
CORELLA: Floor Plans for Medium stores
Free-‐flow layout applies giving no obvious path. The pictured route is the ‘ideal.’
Figure. 47 (Drawn personally)
20m 10m
Scale: 1 x 50
CORELLA: Floor Plans for City Flagships
High Street
Other Building/Store
Back Street
Figure. 48 (Drawn personally)
Casual Wear
Evening Wear
Work Wear
CORELLA: Floor Plans for City Flagships Planogram locaEon
Handbags
Evening Accessories Mannequin window displays
Changing rooms
Till
CORELLA: Floor Plans for City Flagships
No obvious path in free-‐flow approach. Pictured pathway is the best way for customers to view enEre range.
Figure. 48 (Drawn personally)
Figure. 49 (Mixed media, refer to bibliography)
Figure. 50 AllocaEon of collecEon (Mixed media, refer to bibliography)
Mannequin 1. The 1910 shape, dressed in shirtdress with a pop plasEc color (style. 7) and lightweight jacket (style. 2)
Mannequin 2. Citrus yellow maxi dress (style. 4) on 1875 model. Styles 3 and 4 are predicted to sell well, so is focal point of display. Mannequin will be posiEoned on top of a small plinth, creaEng triangulaEon.
Mannequin 3. FiVed dress in purple/white checkerboard print (style. 6) on 1930 model, showcasing flaVering shape.
Head piece of mannequins
Colourway of selected garments:
CORELLA: Mannequin display for planogram in detail
Stand for mannequins
Figure.51 Mannequin display in detail (Mixed media, refer to bibliography)