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. 15
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. 18
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. 24
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
T
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.” 48
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
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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