THE THOM BROWNE WINDOW PROCESS
THOM BROWNE HISTORY
“Thom Browne dresses like an insurance adjuster circa 1957, eats the same breakfast every day, and wears pants that are way too short.” -Amy Larocca, New York Magazine • N ew York City-based designer for menswear & womenswear • 2003, started namesake label & opened a men’s made-to-measure store • 2006, won the CFDA “Menswear Designer of the Year” award • 2008, began a collaboration with Black Fleece by Brooks Brothers & Harry Winston Men’s jewelry • 2011, showed SS 11 Womens RTW collection in New York • 2012, won the “National Design Award” from the Cooper-Hewitt National Design Museum • 2013, won the CFDA “Menswear Designer of the Year” award
S/S 2015 COLLECTION
OUR CONCEPT Thom Browne’s creative aesthetic is unparalleled by most and his creations are presented in the most theatrical exhibitions. He is famous for his men’s tailored suits, though he does create some interesting pieces for his women’s collection, which is what we are choosing to focus on for our store design. We wanted to bring the extravagance of his Spring 2015 Ready-to-Wear show set to life in our window, since that is the collection that is going to be sold in our store. This season, his women’s collection is a representation of a combination of restraint and excess. This idea is presented through simple silhouettes made up of trouser suits, jackets, and skirts, but constructed with the most excessive fabrics that are multidimensional and exaggerated. The looks were presented on a manicured lawn set with models as lawn décor, each demonstrating a type of summer activity—sailing and butterfly collecting. We wanted to bring this verdant scene into our window as well as into an entire room within our store, so customers who didn’t attend the show could experience the lavishness of a Thom Browne presentation.
THOM BROWNE JAPAN STORE
THOM BROWNE DOWNTOWN NYC STORE
STORE INSIDE
W
Thom Browne’s interiors are almost always very sparsely decorated. Except for some seating, a mirror, and tables, the only things that serve to sell products are some simple fixtures. The designer seeks to create an experience for customers rather than overwhelm them with products stacked from floor to ceiling.
THOM BROWNE CUSTOMERS
CONSUMER PROFILE FINAL VERSION
Asuka is a 27 year old Japanese native with a deep passion for fashion. She works as an editorial stylist for GQ magazine. Her love for Thom Browne’s designs stems from the reputable gentlemen she styles for on the daily at work. She works very hard at work. Thus, she is still single at this point and only has a cat. But she does partake in activities such as riding her motorcycle throughout the city and visiting museums that feature contemporary art.
THOM BROWNE consumer profile
COMPETITIVE STORES FENDI STELLA MCCARTNEY CELINE CHANEL LANVIN
COMPETITIVE STORE
CELINE
This window utilizes different colored lights to create an interest in the products inside. There is a mixture of apparel and accessories to offer customers an entire look.
COMPETITIVE STORE
FENDI
NON-COMPETITIVE STORES TOPSHOP NIKE H&M NORDSTROM TORY BURCH ZARA
Very simplistic, mannequins are the only objects in the window. The only decoration is the pattern on the window.
TORY BURCH
NON-COMPETITIVE STORE
ZARA Zara, a fast fashion retailer, is not a direct competitor of Thom Browne’s. However, their window that is depicted here is rather impressive. The background props are intriguing yet simple and clean.
2015 S/S KEY TRENDS
SHAKE THE STRIPES
S/S 2015 KEY TRENDS
INSPIRATION
19-4033 TCX
14-0756 TCX
18-1555 TCX
19-0303 TCX
11-4202 TCX
19-4050 TCX
COLOR INSPIRATION
WINDOW PROCESS
FINAL VERSION Mannequin is enlarged to take up more window space after some consideration. Since she is a lone mannequin, we decided to make her seem as significant as possible.
NOTES:
• o utside of building is composed of sheet metal • r ectangular gray box is how many of Thom Browne’s stores look so NOTES decided to keep the same idea • we o utside of store is composed of sheet for ourtoexclusively womenswear metal give it that sleek feel • store r ectangular gray box shape is how most of storesisappear • addition Thom Browne’s of window also special • toaddition womenswear of windowstores is special to womenswear stores • window is seasonally changed • window is seasonally changed • l ights in the ground light up at night • l ights in the ground light up at night and and shine on base of building to shine on base of building cast a glow
The mood behind the store layout & how we want our customers to feel.
MOOD & ATMOSPHERE
• 1950’s • office workspace • formal
• calm • open space • nostalgic
After some minor modifications, textures are added to the floor plan to give it a more realistic feel and allow viewers to understand the true aesthetic that is so typical of Thom Browne. Off-white marble floors give off a cold, professional vibe that is simple and elegant. The walls are constructed of dark gray marble. The focal point of our store is the sun room that features the newest Spring 2015 Collection. Customers are able to see and be drawn into this room because the wall that connects the room to the rest of the store is made of glass.
• • • •
fixtures are simple black wooden hangers hangers are kept equidistant apart o nly 1 size of each style of garment is represented on the rack
STORE FOCAL POINT This room is reserved exclusively for the season’s newest and most innovative designs. Traditionally, product is spread equally throughout the stores. But for the women’s store, we decided to dedicate a room to match the seasonal theme that we designed for the window. We chose not to add the graphics that are painted on the wooden panels in the front window because it would be too busy for the style of the room.