Visual Merchandising Trend Journal 2016
Carrie Sullivan
Every year there are key trends that occur in visual merchandising, from window displays to interiors of stores. The main purpose of visual merchandising is to attract, engage, and inspire the customer to make a purchase. Goods and services can be displayed in order to showcase their features. This journal explores how cultural, social, or color is used in visual merchandising, and how it is being executed.
Table Of Contents
1 Chinese New Year Pages 1-2
2 Oversized Pages 3-4
3 Monochromatic Pages 5-6
4 Nautical Necessities Pages 7-8
5 Chromatic Central Pages 9-10
CHINESE NEW YEAR
While being abroad in Hong Kong in the beginning of this year, there was a trend that I noticed in several retailers. According to the Chinese New Year calender, 2016 is the year of the monkey and several retailers and shopping malls are taking a creative playful approach to the decorations. One of the first retailers that I noticed incorporating this trend was Coach. In order to kick off their seventy-fifth year, their window consisted of a red backdrop, and gold bamboo rods that had handbags as well as monkeys hanging down. It celebrated the lunar new year and Coach’s extraordinary leather craftsmanship and heritage by making this window leather focused and dynamic and playful. The inspiration for the color palette came from the brand’s heritage colors and the red and gold colors of Chinese New Year. The window display is symmetrical, and they make use of repetition. The window style is open-back but they put up a wall painted red behind it. My eye immediately goes to the monkey holding the light blue bag and where there is a slight gap of poles. After that my eye moves around the entire window display. The lighting on the side allows for the products to be the focal point.
1
The Brooks Brothers window display shown worldwide also captured the Chinese New Year theme. The window display showed a beautiful giant sheep that was redesigned into an origami style with three wise monkeys that were painted red. This is because it was the year of the Monkey of Fire. The focal point would be the sheep, and it is an asymmetrical store design. The lighting allows for your eyes to get drawn directly to the origami structure. With having sheep on the back wall, and red in the background your eye is drawn to that area initially but then moves around. All of these window displays show how a cultural event can be used to create visuals that captivate the viewer. One theme can be executed several different ways, in order to showcase not only the cultural event but what the brand stands for as well.
2
OVERSIZED
Oversized objects have become a trend in visual merchandising, specifically in window displays. I feel that these types of window displays are very over the top and grab your attention. It is definitely a different approach. In February 2016, both Moschino in London and Bloomingdale’s used oversized objects for their window displays. The Moschino window display uses a limited color palette. The focal point is the cigarette box and then after your eye moves around the entire window display and the other mannequins. This display also uses formal balance by having symmetry with the mannequins on either side. The product grouping has repetition because of the mannequins on either side of the cigarette box, but it is also pyramid because of the mannequin in the middle that is slightly raised. I think that it would have helped the display, if the mannequins had shoes, and if both mannequins were facing the same direction.
3
The Bloomingdale’s window also demonstrates how oversized objects can make a contemporary and modern window display. The focal point is the cup, and then your eye moves around to the mannequins. The overhead lighting allows for the mannequins and cup to be emphasized. There is repetition because of the mannequins, but there is also a pyramid product grouping because of the one mannequin sitting on top of the cup. I think what would have made the Bloomingdale’s display slightly more effective would be if there was an image or design on the back wall, so that it added more excitement to the window.
4
Sak’s Fifth Avenue had a window display of the Alaia Paris Eau De Parfum. This perfume was made to capture the essence of absolute beauty. The focal point is clearly the black perfume bottle. The design on the back wall keeps this an achromatic display. The side walls are black, which allows for it to stay simplistic, but still appealing to the eye with the perfume bottle. Gucci even had a window display that featured a giant bumble bee with a bag and hovers as a bed of flowers. Because of the bag’s double tiger-head closure, which is the bag’s main feature, it executes a fierce design statement. The lighting on the walls grabs your attention, while your eye moves around the entire display. The Bottega Veneta display uses a variety of pink shades in a window display that continues along each window. Every window shows a different part of the train.
MONOCHROMATIC
Monochromatic window displays can be very effective when making use of just one color. Excellent examples of this would be companies such as Ralph Lauren, Tiffany & Co., and LANVIN. Tiffany & Co. window display uses just a yellow-orange to capture iconic NYC locations which include the Central Park, Coney Island, Brooklyn Bridge, and a bicycle ride along the beautiful city skyline. The focal point is the jewelry piece in the center, but then my eye moves around the entire display. As for the display with the Brooklyn Bridge, my eye immediately goes to the moon at the upper left hand corner, and then works down to the bottom right where the watch is.
Two of LANVIN window displays have a color scheme of being monochromatic. The one display uses just pink to capture the clothing. The props include pets and a baby. By having even the mannequins pink, it allows for the display to be cohesive. The focal point would be the mannequins and then your eye moves down to the props. The lighting allows for the clothes on the mannequins to be shown very well. I think that it would have made the display even more successful if there was an image on the wall or possibly a material that covered the floor. The display with the blue mannequin on the floor with the umbrella is also simplistic. However, I am not grasping the theme of this window as well as the pink display. The focal point is the paint platter on the back wall, and then my eye moves down to the mannequin.
5
The Ralph Lauren display shows fantastic artistry, and is very elegant and sophisticated, which is what the brand stands for. It consisted of shearling and silk as well as suede and fine cashmere. Behind the mannequins there is renderings from the collection. This is all done using different tones of brown. The focal point is the mannequins in the center, and then my eye goes behind them, to view the sketches on the wall. The garments have exquisite texture, which correlates well with the background image.
6
NAUTICAL NECESSITIES
With summer approaching, there have been several companies that have taken the nautical aesthetic to the next level. Companies include Ralph Lauren, GANT, Brunello Cucinelli, Tommy Hilfiger. The Ralph Lauren display in the Paris boutique in March of this year captures a mannequin in a vibrant dress situated on top of a platform. The graphics used as the back wall represents the sky, to give the affect of her being on a sailboat. The focal point is the mannequin, and then your eye works its way up the pole and then to the ropes. Afterwards, down to the prop. The product grouping is pyramid, and the balance is asymmetrical. Ralph Lauren always done an exceptional job of telling a story, and this window display is no exception. It is executed well and stays true to the heritage of the brand.
7
The Brunello Cucinelli window display done in Barcelino in March of this year, takes on a more subtle approach to the trend. The balance is symmetrical, with a mannequin on either side of the surf board. It is an openback window display, so you can view other parts of the store when looking inside the store. Your eye is drawn to the surf board prop, and then moves around between the two mannequins. The color palette features primarily tan and blue tones. The concept of the window is interesting, however I feel that with more sufficient lighting, perhaps track lights, could improve this display and take it to the next level. The two GANT window displays in London feature mannequins in nautical attire, and props such as rope. Both displays are asymmetrical, and have a backdrop that is the focal point. Your eye moves around freely from the mannequins to the props.
8
CHROMATIC CENTRAL
Chromatic window displays can be done several different ways and can show all of the colors of the rainbow. Companies that are implementing this trend well would be Kate Spade and Louis Vuitton. Even though each company is implementing this trend differently, The Louis Vuitton window in New York done in March of this year has the mannequin as the focal point, and then your eye moves around to the product and the brightly colored blocks in the background. The product grouping is pyramid, but also uses repetition with the handbags. I feel that this display could be improved upon by adding a more eye catching backdrop, or possibly having different bags. Adding a texture or design to the floor could help as well. It is an appealing window display, but it is different then what you would expect from Louis Vuitton, and could be slightly improved to capture the essence of the brand
9
The Kate Spade window done in New York in March as well, showcases the same theme, but put together differently. The multiple handbags hanging shows repetition, but pyramid product groping as well. It is an open-back window, so you can see part of the store through the window display. However, by adding the ribbon it allows for the viewer to focus more on the display by seeing less of the boutique, and it adds to the symmetrical balance of the display. Your eye immediately goes to the bouquet of flowers and then works its way down to the products.
Urban Outfitters window display also uses ribbon for their chromatic display, but places it in a way that allows your eye to move from left to right, across the entire window. There is symmetrical balance with the two mannequins on either side of the focal point, which is the main section of ribbon in the middle. 10
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