Clarity Magazine

CLARITY IS SU E 01

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in this issue... meet my mannequin // 4-9 hotel west elm // 10-15 digital get down // 16-21 kindred spirit // 22-27 forever young // 28-31 slow futures // 32-35 psychotropical // 36-39 beauty is booming // 40-45 virtual reality taking over // 46-51 the perfect body is mine// 52-57

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meet my mannequin Mannequins are no longer a mere clothing rack but an opportunity for retailers to evoke brand personality.

JANUARY 9, 2017

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ife in plastic? It’s fantastic!

Or at least that’s what retailers across the globe are trying to convey to today’s consumers with their unique

mannequins.

With a generation focused on authenticity and individuality, it’s important that stores make these characteristics a key element of their visual merchandising strategy. Their solution is to get rid of the stark-white, featureless, boring mannequins and bring in new innovative styles filled with life and loads of personality.

As retailers continue to stray away from the standard mannequin styles, the possibilities for these figures are becoming more and more endless. Many mannequins now are made up with elaborate 4

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make-up, wigs and facial traits that are

mannequins has had an aspirational

so human-like, customers can almost

impact on consumers. It’s the first thing

identify with them. Retail giants like

a customer sees upon entering a store

Bloomingdale’s and Selfridges are even

and tells the consumer what the brand

stepping outside of humanizing the

is about. Whether it’s Dior’s jetting

mannequins to make whimsical and

mannequins or Bergdorf Goodman’s

fantasy-like interpretations.

eclectic displays, when a customers sees these windows they want to assume that

Topshop, is one major retailer that has

brand identity. If a customer can identify

been adopting these stylized mannequins

or aspire to a brand they will be more

into their store layout. With neon lip

likely to enter the store and shop time and

colors and poses full of attitude, Topshop

time again. They will also be more likely

is able to convey their brand identity of

to adopt the brand as a lifestyle .

being cool and fashion-forward directly through their displays. Essentially they

You should Instagram that

can showcase who the Topshop shopper

Visual merchandising displays need to

is.

be engaging. Customers want to see strong imagery that not only tells a story

It’s no secret that foot traffic into malls

but it looks good too. Especially, in a

have significantly decreased. Desirability

digital age, where at any moment, people

to enter into stores has also gone down

are ready to snap and post pictures,

due to the ease of online shopping.

mannequins have to be aesthetically

Consumers are leading busier lifestyles so

pleasing. The more expressive the

they don’t want to spend time in a store.

mannequins are the more likely customers

But emphasizing a brand’s voice through their mannequins have been the source of

Pictured on Right Page (from left to right): topshop, BLOOMINGDALES, topshop, denbenhams, selfridges, DIOR, TOPSHOP

many benefits.

Party Like Barbie Crafting the perfect visual display with 6

“

if a customer can identify or aspire to a brand they will be m o r e l i k e ly t o e n t e r the store.

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they can use the mannequin as a point of reference for their shopping needs.

Although these custom designed mannequins can cost upwards of $1200 per mannequin, many retailers have found the value in giving the old plain mannequins an updated look. Customers are more excited to come into their favorite stores will want to share the display with their

to see what new creative displays they

friends on social media. This digital

have in their storefront and throughout

sharing leads to free marketing and free

their store.

exposure for the brand.

I think this trend is beautiful as it creates a Wear it like this

celebration of individuality during a time

Increasing a mannequins personality

where we are fighting for our individual

requires the art of styling. The perfect tilt

rights. There’s also a huge trend for

of a hat can be just the push a customer

inclusivity and having the freedom to

needs to make a purchase. When a

creative a range of mannequins allows

customer sees how well a full outfit looks,

retailers to reach a wider more accurate

they can be persuaded to purchase more

audience. I’m sure it will be just a matter

than one item to incorporate into their

of time before they start adding tech

wardrobe. It also increases the amount of

elements to make the mannequins more

shop-ability for a customer because

interactive. // 8

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hotel west elm?

As retailers continue to solve for the lack of customers, they are considering new business ventures outside of the norm.

JANUARY 15, 2017

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H

ave you ever loved a

profit for your business but also give your

store so much that you

target consumer a better or alternative

wanted to live in it?

experience with the brand.

Some retailers are making that dream a

Restoration Hardware, a luxury home

reality as they search for new ways to

brand, is an example of one of these

merchandise their product to consumers.

companies in search of new horizons.

Restoration Hardware decided to enter

Everyday many stores remain desolate

the hospitality industry by creating a

and empty as consumers continue to be

signature line of bedding specifically

drawn to e-commerce as their primary

for hotels to purchase in bulk for their

source of shopping. As a result, retailers

properties. Soon after they announced

have been forced to make significant cuts.

their collection, they shared that they

Macy’s is reportedly making over 10,000

would be building their own hotel and

job cuts. Kohl’s is allegedly laying off

restaurant in New York’s Meat Packing

more that 1,500 jobs. If people are not

District.

coming into the stores to make purchases then there is not enough payroll to

Most people think that this brand

support those employees. Additionally,

extension is insane but if you think about

there really isn’t much for them to-

it, it’s genius. Restoration Hardware has

do if people are not coming in to shop

the opportunity to develop a hotel that

anyways.

demonstrates their brand identity. They can communicate to their consumers their

In response, companies have realized that

aesthetic while actually letting customers

creating an experience within the retail

stay, enjoy and experience their products

environment is not only an easy way to

for an extended amount of time.

get consumers to shop but to also get them to live the brand. The goal is to find

West Elm, another upscale housewares

an “adjacent fit” to your current market

giant, has also announced that they will

that can provide a more lucrative

be creating their own branded hotel, 12

Pictured above: west ELM HOTEL’S SUITE West Elm Hotels. They will be opening as

love from their room during their stay.

soon as 2018 with geographical focus in Detroit, Savannah and Minneapolis. Their

West Elm believes that by merchandising

suites will be exclusively decorated with

their products in a functional and livable

West Elm products and allow customers

space as opposed to opening brick and

to almost test before they buy. It also

mortar shops, they can make a higher

shows customers how to make their

profit. The idea is that they can balance

merchandise come together to make

out those who sleep in the bed with

there own beautifully decorated rooms.

those who actually purchase the beds for

On the runways, there has been a lot of

their own homes. The price point for this

“see now, buy now” where customers can

business venture is $175 per night for a

buy things that they see on the runway

room and $400 per night for a suite.

immediately. West Elm will have a similar concept within their hotels where

Restoration Hardware and West Elm

customer can purchase the items they

aren’t the only retailers entering the 13

Pictured right: inside restoration home’s luxury hotel

Pictured left: ferragamo’s destination hotel in Florence, Italy

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“branded hotel� market.

Shinola, known for their watches, has plans on opening up their own hotel in their hometown of Detroit.

Ferragamo has their own branded hotel called Museo Salvatore Ferragamo located in Florence. Parachute Home has also created their own one bedroom outpost that their consumer can experience as well.

These branded spaces are going to become more and more prevalent as brands look for new ways to highlight their

Pictured above: west ELM HOTEL’S SUITE

brands lifestyle as well as expanding their

Perhaps in the future we will see this

customer reach.

branded concept enter other areas like Pyrex having a test kitchen space for

Having West Elm enter the hotel industry

events or Mac Vanity Rooms for bridal

is an interesting alternative to help them

parties. I think this concept is extremely

continue to make money while letting

adaptable and can create a solve for the

the customers enjoy the product in the

lack of foot traffic in the stores by trading

utmost comfortable way. Online shopping

it for consumer experience. //

can be wonderful but you loose the ability to interact with the product up close before you buy it and I think West Elm has found a happy medium.

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digital get down tECHNOLOGY HAS ENTERED RETAIL AND IT’S STAYING FOR GOOD. JANUARY 23, 2017

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lvin Toffler, an American writer, is quoted as saying “the great growling engine of change-technology.”

If any industry can understand this cycle of change

best, it would be the fashion industry. Technology has been rapidly altering the how fashion is done in multiple ways. Major fashion shows like New York and Paris Fashion Week can be directly streamed to customers all over the world. Designers are incorporating a “See Now, Buy Now” aspect into their marketing strategy, so that when customers see the predicting trends for the upcoming years they can immediately purchase those items.

E-Commerce is on the rise as mobile devices, like phones and tablets, become more advanced. Even the 2016 Annual Met Gala focused on the collaboration of fashion and technology with their 16

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Pictured above: in-store use of a tablet theme of Manus x Machina: Fashion in an

Barney’s in New York, for example,

Age of Technology.

has developed a large digital table that sits in the center of their cafe. On this

With all this in mind, it’s safe to say that

table, customers can browse Barney’s

technology is going to continue to be

merchandise, order their food and watch

integrated in to the fashion industry. One

curated Barney’s Videos.

area of fashion that technology seems to be taking over is in Visual Merchandising.

Many stores like Kohl’s, have started using e-signs on their visual displays to

Come Play With Me

show the prices of their product. Not only

In order to create a more engaging

does this make it easier for the customer

retail experience companies are creating

to read but it also makes price changes

interactive touch points in their stores for

during large sale events easier because

consumers to use.

the signs can simply be linked to the new sale price, digitally.

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Pictured above: BARNEY’S SMART TABLE Nordstrom and Bloomingdale’s have

can answer most questions in a matter of

also added technology into their

seconds (Do you carry this in a size 12?

merchandising strategy by adding mobile

Does the Burke store have this shirt in

tablets to departments. With these

teal?) with just a few swipes on the tablet.

mobile tablets, not only can employees

It also enables employees to deliver a

help customers purchase additional

personalized shopping experience to the

merchandise outside of the store

consumer because the mobile device

availability but they can also conduct in-

can provide all of the necessary retail

store purchases and look up what other

functions from shopping to purchasing

stores in the area that might carry the

right to the customer wherever they are in

product the customer is looking for.

the store. The one-on-one interaction and increased customer service is what drives

Promoting the use of technology at the

customers to come in the store to do their

store-level, makes user-experience for the

shopping.

customer run smoothly. The employee 19

Virtual reality But technology in retail stores is going beyond tablets and smart phones. Many stores, like Rebecca Minkoff, are testing out virtual reality mirrors in their stores. One target goal for retailers currently is that they want to explore ways to increase customization for their consumers. The virtual reality mirrors, allow customers to shop and try on clothing with just a click of the button without having the hassle of having to walk around the store, taking off and trying on multiple items of clothing. Retailers are also compelling a database of consumer shopping behavior so that upon entering a store, the sales associates can easily understand what the customer’s needs are.

Overall, the addition of technology into the retail sector provides many benefits.

Products can be easily cataloged and accounted for, customers can get more individualized help and employees have better access to a wealth of knowledge on their product assortment. However, with all this storage and data complication, we have to consider how customer privacy

Pictured above: rebecca minkoff virtual reality mirror could be violated. For example, the virtual mirrors use cameras to project your body on to the mirror. Even the long databased of a customer’s shopping behavior could get into the wrong hands and potentially contribute to identify theft for the customer. As the fashion industry continues to integrate these technologies into their store plan, i think it will be important that they explain how they are going to protect a consumer’s privacy while still providing advanced technologies during their shopping experience. //

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kindred spirit wgsn’s emerging trend prediction of Kinship is not only relevant but important to protect the global melting pot of the world.

FEBRUARY 7, 2017

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reg Boyle defines Kinship as “not serving the other but being one with

the other”.Kinship is about unity, togetherness and connections.

Considering the current political tension in the United States, I think it makes perfect sense that “Kinship” would be apart of WGSN’S visual merchandising forecast for spring/summer 2018.

WGSN’S Vision Trend “Kinship” celebrates both culture and collectives.

Pictured above: nespoon lace art

Pulling from various global inspirations,

of countries sharing their knowledge and

the trend highlights the beauty that trade

goods with other countries. This trend

brings to our lives. Often times we forget

really showcases how overtime, our

where the simple things originated from

stories, styles and beliefs have blended

like bananas and silk. Trade has become

together to be representative of our

so seamlessly integrated into our lives,

multicultural environment.

we almost don't even think about it. The purpose of this trend is to revive a global

Visual merchandising displays that

perspective to merchandising.

fall into the “Kinship” trend employ craft fibers work like large wovens, an

Elevating the antiquated idea of trade

extensive use of color and a unique use of

being solely physical,WGSN shares the

pattern. Kinship pairs well with travel and

addition of virtual trade into our society.

getting back to your roots. Many of the

Globally, we have become so connected,

displays include abstract interpretations of

a simple wall is not going to stop the flow

nautical structures like ships and sails.

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Pictured above: olga de amaral Key textiles for this trend include

Outside of visual merchandising, we can

timber and brightly colored fibers. In

see this idea of kinship spreading to other

combination together they create tactile

visual outlets. Many of the 2017 Super

structures that can be used as either

Bowl commercials emphasized inclusivity,

props or added on to mannequins to add

individuality and culture. Additionally,

dimension to their forms. Both the fibers

people seem to have an increased desire

and the timber work together to bring a

to understand their heritage. On Youtube

cohesive fusion between east and west

there has be a viral trend of content

culture.

creators sharing their ancestry.com results with their viewers. Not to mention,

Patterns and prints under this trend are

President Donald Trump’s travel ban

ornate and organized. Primarily, these

has further pushed the idea of kinship

designs are inspirited by sacred art and

to the nation. His restriction of natives

architecture, giving a spiritual atmosphere

to countries, like Somalia and Iran, from

to their compositions.

entering the United States has inspired 25

citizens to dive deeper into their cultures as well as into others.

By plastering visual displays with rich tradition and culture, it reminds us that our heritage cannot be erased. I think this trend also gives retailers a chance to share their support for promoting a more inclusive retail environment for it’s consumers without being overtly political.

An environment that celebrates diversity, trade and all of the things that make our country a beautiful place to live will become a more prevalent backdrop from visual merchandising. //

Pictured above: jojo chuang

Pictured above: mehrdad Rasoulifard 26

Pictured left: richard serras sculpture

Pictured right: ana KraĹĄ lighting design

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forever young our desire to stay young is seeping into our retail experience and we are loving it.

FEBRUARY 9, 2017

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lthough we have yet to find the fountain of youth, it seems like the spirit of colored chalk and hopscotch is in the air. Skipping the awkward brace-face and “four-eyes” phase, kids are growing up faster than

ever before. Additionally, the older generations are not only living longer but are also leading more active lifestyles. This societal progression to be healthier and advance faster has a whole lot to do with technology improving our quality of life. As a result, our youthful demographic is growing.

This concept is at the focal point of one of WGSN’s visual merchandising trends, “Youth Tonic” for spring/ summer 2018.

Demographics, young and old, are all interested in staying connected to the child within them. Some of the characteristics of this youthful spirit that will be key in visual merchandising are rebellion, 28

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Pictured above: TomĂĄs Alonso Design Studio, Jennifer Abessira, april barret instagram individuality and playful design.

The fixtures are comprised of circles and free-form curves. They also mimic

Many of the visual displays in this

some of our favorite childhood toys like

category disregard social constructs like

Rubik’s cubes and hola-hoops. The use of

gender. These displays will focus on

negative space in these designs allow the

being abstract, energetic and interactive.

viewer to place their own interpretations and memories into the display.

Lighting under this trend will be just as lively as an adrenaline filled kid.

Mannequins, much like the displays,

Aside from bright colors, lighting will

will maintain the same element of

incorporate a sense of motion. Whether

imagination. The mannequins are

it’s subtle ombre shift of color or moving

experimental , unique and covered in

neon lights, the Youth Tonic trend will

technicolor accessories.

always thrive off of motion.

The whole idea is to bring a maximalist 30

Pictured above: DESIGN ACADEMY EINDHOVEN approach to the design is symbolic of our

and happier times.

childhood. Pulling inspiration from toys, rainbows and bliss, the Youth Tonic

I can see this merchandising trend

trend has wide appeal.

being used well with the millennial age bracket in stores like Urban Outfitters

I love this trend because I think it’s the

and Zara because this trend is minimal

new “90’s nostalgia” that everyone loves.

but engaging. I think we will start to see

It reminds people of when they had less

a revival of the bubble-gum sweet side

responsibilities and less worries. I think

of nostalgia throughout merchandising

this is especially great for merchandising

layouts with an emphasis on pastel color

because if a retailers can grab the

palettes. //

consumer’s attention by pulling on their heart strings they can increase their sales.

The bright colors all contribute to playful 31

slow futures wgsn’s emerging trend prediction of slow futures symbolizes our hope for a calmness within out speedy lifestyles.

FEBRUARY 7, 2017

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nother futurefocused trend, Slow Futures is a visual merchandising

trend that explores aspects of the past to predict to what the future holds. This trend revives old concepts to utilizes them to promote newness for design innovation. This trend predicts that we will find joy in boredom as our lives continue to speed up.

The mood for the trend is a quiet beauty. The visual displays are often cool tones of grey, white and blue with a minimal aesthetic. The retail

Pictured above: bruce shapiro are created from glad and 3D printed to custom designs.

spaces inspire a meditative state of mind.

The overall design of the space is that it’s

The props and fixtures will also take on

parred down but full of intricate detail that the same organic and abstract shapes of inspires consumers to enables the mind to

the lighting displays. Sand, dust and chalk

wander.

materials will reintroduce the topic of time and the passing of time into visual

A key element in visual merchandising

merchandising displays.

displays are elective surfaces and reflective lighting. The combination of

Mannequins will be minimal but will have

reflective sources and lighting, create a

a intricate tactile details like braiding and

soft calming lighting experience. Lighting

weaving to make 3D forms on top of

fixtures are layered abstract shapes in the

the mannequin. Meditative elements like

Slow Futures trend. The light fixtures

restorative crystals will be the inspiration 34

Pictured above: shirin abedinirad for these mannequins with some retailers

modernized pieces of glass, mirrors or

adding embellishments to the minimal

crystal creating a sense of reflection.

mannequins.

This trend feels like a fresh update to the The surface patterns are subtly smeared.

loved trend of minimalism. by adding

The patterns are derived from nature,

tactile elements like woven knots and

inspired by the spontaneous patterns

sand, add a visual interest and mood of

found in marble, strata or vein-like

calmness that I feel the world is seeking.

patterns. The patterns are detailed and hypnotic featuring small geometric

These visual displays can make a huge

patterns. The mandate look of the muted

statement in a place like a department

colors and geometric patterns encourage

store that has so many brands with so

shoppers to embrace boredom and get

many over stimulated displays. Creating

lost in the simplicity of the visual design.

a Slow Futures, display in this kind of environment would create a visual

The elements are meant to look touched

beautiful minimal display that would pull

by time. Raw elements like unrefined

customers in to not only experience the

stone and sand are placed next to

brand but to shop the product. // 35

psychotropical Psychotropical blends today’s concept of technology and explores how it interacts with nature.

FEBRUARY 15, 2017

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here are two things in today’s world that don’t seem to be going anywhere any time soon: technology and nature.

We could argue about global warming affecting nature but for the purpose of this trend report we won’t.

The real question is how with these two seemingly opposite categories of technology and nature interact together to become something totally different and unique.

I bring you, Psychotropical, one of WGSN’s visual merchandising predictions for spring/summer 2018. This trend explores the visual representations of what a futuristic nature would appear like. The result are depiction of nature that are almost super-natural and 36

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Pictured above: jess bonham x miranda mara, bruce riley, amy sia completely surreal. This trend pulls

Keeping with the psychedelic theme,

is inspired by man-made tropical

the lighting for stores inspired by the

environments that have been manipulated

Psychotropical trend are in technicolor.

to appear as an escape for the real world.

Using fluorescent lights in shades of pinks and purple, help combine the mood of the

The mood of this trend is hyperreal.

of the high-contrast visuals with the space

All depictions of nature are heightened

and product. These displays are not only

with bold maximalist prints and

colorful and other worldly, they are high

unapologetically bright colors. The

energy producing a sense of excitement

colors are eye-catching and activate the

for the customer.

viewers senses for sight and touch. Stores inspired by this trend would potentially

Props and fixtures will reinvent nature by

use the bold prints as a spot wall for color

taking inspiration from nature elements

inspiration within their store layout.

like coral and plants and re-coloring them into hypnotic, neon shades. Materials 38

like acrylic and mirrors will help create the mystical world by pulling the viewer in and out of the fixture through their reflections. The hardness of the mirrors and acrylic are balanced by tactile fabrics of varying textures to them.

Mannequins, with this trend forecast, take on a new look with a focus on metallic and holographic forms. Visual Merchandisers will use everything from UV lights to colored projections to create the Psychotropical environment. Jeweltoned wigs in shades of orange, teal and cobalt will push the visual excitement of these displays with the addition of mirrored or metallic elements.

The patterns within this trend emphasize a blurring of reality. tropical foliage is blurred outside of the lines. The print blurs and layer producing their own organic patterns to be used all throughout the store and even in store product.

These organic and colorful creations take on the look of a kaleidoscope transitioning the viewer into a completely other dimension.

These displays beg the question, “what’s

Pictured above: cru camara real and what’s not?”. I think this is a completely relevant question for today’s social climate as we strive to figure redefine “real”.

There’s videos like “Instagram makeup vs. Everyday makeup” or real facts vs. alternative facts. I believe that the trend artistically represents this concept that so many of us are struggling with today.

I think this trend would create a strong visual impact for visual merchandising in places with a younger demographic that is attracted to technology and bold colors.

Perhaps a display in Urban Outfitters or even a more playful brand like Vestments. // 39

beauty is booming make up for ever is seeking a new business model throughout it’s flagship stores.

FEBRUARY 25, 2017

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he beauty industry has risen as an unexpected forerunner in retail. From drugstore brands to luxury designer make-up, everyone is attempting to break into an already competitive market.

Take Make Up For Ever, a beloved Paris-based cosmetic brand has decided to open it’s very first flagship store in New York.

Located on Lexington Avenue, the new flagship location seems to be a strange location for the young demographic of the brand. Just a block from Bloomingdale’s, the new Makeup Forever flagship store plans to cater to a completely new demographic by creating the perfect store experience.

According to Laure De Metz, the general manager of Americas at 40

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Pictured above: in-store Displays Make Up For Ever, their targeted

experience. Metz states that Make Up

customers in the Lexington Avenue

For Ever wants to arm it’s customer with

location will include Upper East Side

a great education for beauty as well as

Moms. business women and international

trends that will entertain the customer.

and domestic tourists.

This flagship store will also be equipped The new store layout will feature a

with a :Makeup Master” that can

conveyor belt with a dozen beauty trays

customize the beauty trends for each

that each rotate showcasing a new beauty

customer to fit their complexion and

trend.All of the trends include complexion needs. The master will then help the and color and will be update each season

customer create the looks for free. The

to maintain a fresh feel to the store.This

process is almost like getting a live

store plan has already been launched

makeup tutorial with a professional

in Singapore, London and Paris. It’s

makeup artist.

designed to give the ultimate beauty 42

Pictured above: make up for ever make up master If a customer wishes to have a more in-

scheme. The store is also incorporating

depth session with the artist the price can

lighting techniques by focusing on the

range from $60-$100.

color temperature of the store. The visual merchandisers have worked hard to

After finding the perfect shade

ensure the the light temperature of the

combinations, each customer will leave

store is perfectly set to see makeup.

with a pamphlet that has step-by-step instructions on how to re-create the looks

Last but not least this store has a digital

at home for themselves.

menu that illustrates what’s going on in the store including exclusive lip colors

The store is also high-tech with two

only availible in the flagship location,

iPads for customers to try on a variety

daily makeup classes and a brow service

of lashes. There is a pair of red lips that

station.

flutter to bring motion and color in to the predominately black and red color

This Make Up For Ever location is 43

Pictured above: inside make up for ever showcasing the new trend in retail

I think this service-based style of retailing

for service-based retailing. Instead of

will continue to spread even outside of

focusing on just pushing product, retailers

the beauty realm. Retailers like Macy’s

are discovering ways to create an in-store

have added brow bars and blow dry bars

experience that will encourage customers

into their flagship stores. Lululemon has

to enter brick and mortar stores instead of

exercise classes, customers can partake

relying on e-commerce for their shopping. in.

I love service-based retailing because I

I think overall retailers are focusing on

feel like it puts the customer at the top

customer empowerment. Instead of

of the priority list. The customer is no

“doing� for the customer, retailers are

longer talking to a robot on the phone but

educating. Make Up For Ever is offering

having face-to-face interaction with the

free makeup classes in exchange for

brand and the product. The more that you experiencing the product. But in the end, can get the customer into a store with

customers are leaving their store more

great sales representatives, the more that

informed than they were before which I

you can build customer loyalty.

think is the best thing you can do for your consumer- base. // 44

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virtual reality taking over Everyone is always looking for the next best thing and it seems like Virtual reality may be the thing that changes society completely.

MARCH 5, 2017

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s video continues to become the dominate communication

method for retailing and marketing more jobs are being created to be able to fulfill the need for visual specialists.

Typically, companies would use a public relations specialist to navigate communications between the company and its’ consumers but now Forbes predicts that visual public relations specialists will

Pictured above: vr headset in use

begin to take center stage.

As it stands, 45 companies use Upload’s Upload, is a company attempting to

facilities to work on implementing Virtual

grow the accessibility of Virtual Reality

Reality into marketing strategies. Upload’s

and Augmented Reality for the masses.

brand initiative has gained to much

The core of their company focus in

recognition, that major tech companies

on educating and training individuals

like Google, HTC and Udacity have

and corporations about Virtual and

partnered with the brand.

Augmented Reality. They educate the masses using an online media channel

Upload believes that,“Virtual reality is

called UploadVR.com and they also

transforming the way we learn, interact,

provide incubation and studio space for

and understand the world around

start-ups working to progress Virtual and

us. Virtual reality opens the door to

Augmented Reality.

experiences we have yet to imagine...

The potential of virtual reality is limitless.”

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Pictured above: google’s step into Virtual reality We have already seen how technology

industry (computer, internet, personal,

can streamline the retail process. From

mobile, etc.). Virtual Reality seems to be

being able to track consumer behavior

the next phase of this cycle.

to being able to connect a hold district’s inventory into on system for easy access

Virtual Reality also goes beyond just

by any employee.

video gaming. VR technologies have been used as a coping mechanism for

With virtual reality, starting to filter

depression and PTSD, as well as for

into both visual displays and visual

weight-loss. These technologies can be

commutation, it’s no wonder that Upload

used to enhance almost any daily task

is doing so well.

from seeking directions to revealing a story for a historic site you may be

History is cyclical, such is the same with

viewing.

the evolution of technology. Researchers have found that about every 10-15 years,

But in terms of visual communications in

a new computing program enters the

merchandising , AR and VR will began 49

Pictured above: a virtual reality headset in use to create a more organic interaction with

less social interaction than we do now.

technology. It will give retailers a better understanding of the world around them

These mew technologies will give

and how it interacts with their consumer

retailers a better understanding of their

base.

customer because they can almost place themselves in their shoes to track their

As AR and VR becomes more advanced,

shopping habits digitally. They will also

I think it will just become a regular part

have a better understanding of their

of our day to day lives. Virtual Reality

customers body type. This should mean a

mirrors will be available in major retailers,

higher level of customization for a brand’s

Augemented Reality will be used for at-

targeted consumer. Virtual Reality stores

home shopping and we will see a shift in

will eventually be able to cater to the

communication styles between human

shopper’s exact style. //

interaction.

When texting began, talking on the phone decreased. Perhaps with VR which limits person-to-person interaction, we may see 50

51

the perfect body is mine body positivity is a much needed update to the retail industry. take a peek at how these women are making strides in the industry.

MARCH 9, 2017

52

53

A

recent study by found in the International Journal of

Fashion Design, Technology and Education, discovered that the average woman today is between a size 16 and a size 18.

If this is true, why are we still being bombarded with skinnycentric marketing tactics and upheld to unrealistic body standards?

A lingerie store in Kennesaw, Georgia

Pictured above: co-founders fitting a client

has decided to take a stand against this

Lingerie decided that they wanted to

common misconception to represent real

forgo their typical advertisements of

women in their visual marketing assets for professional models in lingerie from their store.

their front window displays. In it’s place, they created an advertising campaign

Livi Rae Lingerie is a local lingerie

showcasing a diverse group of real

boutique in Kennesaw that specializes

women wearing their lingerie in their

in fitting women with unique needs.

store front. The women featured in

Their clients include women of all

the campaign include a woman in a

shapes and sizes, women who have had

wheelchair, women of color and women

a mastectomy, and women who have

of all sizes. There intent was to showcase

disabilities.

their support of body positivity.

Recently the co-owners of Livi Rae

However, not everyone was in support of 54

Pictured above: new ad campaign by Livi rae lingerie the store’s new window display.

beautiful enough?

The local lingerie store was asked by their The Landlord claims that all ads must be landlord to take down the display because

approved before they can be placed in the

they felt that it was in “poor taste”. This

storefront and that they have complete

is the first ad campaign that has been

discretion as to what goes into their store

rejected in their seven years of business.

space.

Many of the women who were apart of

Livi Rae Lingerie is not the first brand

the campaign were offended and took the

to make this move in support of body

landlord’s order as a personal attack on

positivity.

them.

Aerie, another lingerie retail shop targeted Was it because they were plus-size or

towards younger women has also hopped

because they were women of color? Was

on the body positivity movement. They

it there disabilities or were they not

launched their untouched collection with 55

Pictured above: iskra lawrence for #aeriereal Iskra Lawrence, showing real girls in

fashion industry. If the everyday woman

their advertisements without retouching.

is a size 16, she should be represented

Within their store displays, Aerie uses

throughout stores. I think that within the

large visual graphics of women wearing

next five years we will start to see real

their lingerie, embracing their bodies with

representation of the diversity of women

the hashtag #aerieREAL. The campaign

in more than just ad campaigns.

focuses on sending the message that “the real you is sexy”.

Mannequins will stray away from from the standard size 4 and size 6 forms and

Even Victoria’s Secret did a small ad

instead to start to represent the women

campaign that was un-retouched. Even

that are entering retail stores to purchase

though, it was on a model it showed that

the clothing.

the brand was aware of the movement and in support of women of a shapes and

I think we will also see “model” redefined.

sizes.

With models like Iskra Lawrence, Ashley Graham and Gabi Fresh, women are

I believe that the body positivity

starting to love and embrace their flaws as

movement is a necessary transition for the what makes them unique. // 56

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CLARITY 58