portfolio ----------------------------------------------------------
DANIEL LE M AZUR
CONTENTS -----------------------------------------------------------
B u y in g & M e rch a n d i s in g
Tre n d Fo re ca s t i n g
M a r ket in g
Vi s u a l M e rch a n d i s in g
The buying and merchandising module comprises of a range designed for the G21 brand at George for Autumn/Winter 2015/16.
Classifying and understanding the target audience that the G21 range appeals to was significant when developing the range plan, as this influenced factors including the price brackets, size ratio, and clothing styles for the collection.
Identifying consumer’s behaviour, lifestyle, and attitudes using primary research methods assisted with establishing an accurate customer profile.
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buying & merchandising
Consideration of how the collection would appear in store, complete with outfit builds and ‘ways to wear’ inspiration, were designed using Photoshop to demonstrate how it would be presented in store.
A detailed competitive shop report analysing competitors 7P’s, in store and multi-channel experience, assisted when evaluating the brand and conducting a SWOT analysis.
The merchandising process consisted of developing a critical path to demonstrate expected lead times, considering location and costing’s.
CONCEPT LIVING
IN
A
STATE
OF
DREAMING
fabric &
texture sheer,reflective,magical
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shiloue t te consideration
of
trends
‘Living in a State of Dreaming’ is a concept that reflects the unconscious mind, dreams, hallucinations and the imagination, creating a vision of fantasy, transporting you into world of fictional fairytales. Shimmering metallic, twotone marbled fabrics and holographic detailing provides an escape into a surreal and majestic setting.
Through the research obtained from the competitive shop report, the G21 range aims to target those primarily between the ages of 16 and 21, therefore this had to be taken into consideration when developing the range, and concept.
colour
direction core
and
accent
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range plan size
ratios,
The range plan provides details such as the size ratios, core, fashion and trial lines, also the expected best sellers from the collection. It was important to have a clear understanding of the target customer when determining the size ratios, and predicted best sellers, as the younger consumer demands more trend driven items. The colour direction is also illustrated on the range plan, using a combination of dreamy, soft, whimsical tones that contrast to the darker, moody, cooler shades allowing the collection to be phased through from mid August to February.
selected
lines
&
st yles
shop report
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competitor
The competitor shop report contained detailed information on the G21 range and their competitors, such as H&M and New Look. A customer profile for each of the retailers had to be completed to understand their demands and buying patterns, as well as their average spend. This assisted when deciding the retail price of the garments for the range.
The products in store also had to be analysed detailing information of the quality, style, fit and value for money. Also details of where these are manufactured complete with fabric composition and price. This information was necessary when determining lead times for the critical path.
The in store visual merchandising was also embedded into the report as it was important to know how the collection would be displayed, for the G21 range this was very basic as there were very few mannequin displays evident, however there was greater use of graphics and imagery.
pastel
t e m p tat ion colou r p a l e t t e ,
st yle, price points
This module explores the process of trend forecasting, selecting key threads in order to establish a future trend concept that will influence 2017, in relation to the beauty sector.
Through in-depth analysis and research of the trends surfacing in 2014, and identification of key drivers assisted the ability to develop a macro trend - ‘Deception’. This captures the darkened mood, technological movement, and the greater obsession with creating a false identity, that is beginning to influence today, and will continue to shape the future.
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trend forecasting
The trend book compiled on InDesign communicates how this trend will shape the future of the beauty sector through collating, and sourcing, commonalities in print, texture, shape, colour and application.
An understanding of patterns in attitudes and behaviour were required to form a tribe analysis. Taking into consideration the innovators and early adopters of the trend, gaining Knowledge of their lifestyle, environment, and thought process, to build upon the mood and zeitgeist of the time.
“A masquerade of misconstrued identities amalgamates to form that of similarity or resemblance, creating a level of identical uniformity, that transforms into an obscured visionary concept as reality and idealism merge.”
concept -------------------------------------------------------------
The concept of the trend ‘Deception’ contemplates the movement towards a digitally driven utopia, which has been formed through the increasing use of social media platforms. The discussion of both the issues which involve modifications of a humans both personality and identity, contrast with the creative outcomes of developing an online persona that fuels an imaginary and aspirational life.
It is this adopted nature of finding fault and rectification that has been revolutionised by technology which may lead to a future of uncertainty, vulnerability and distrust as people disguise their real self.
drivers
that may influence the spirit of the time in 2017. Inspiration was taken from
key
A variety of sources were used to establish the important moods and themes
and technological creative outcomes to prevent masking online and expos-
science researching into developments within genetic modification and increasing demands for cosmetic surgery. Influences were also taken from the TV and media, focusing on the distrust and dishonesty of political leaders, ing online crime.
--------------------------------------------------------------------------The relationship between physical and virtual selves is becoming more in-
influencers
tegrated, as people desire to become the more impressive version of themselves, which they have cloned and modified online. The loss of individual identity is becoming more prominent; therefore seem broken and fragmented as humans, as people are no longer able to distinguish their true selves from the fabricated, and make-believe versions designed. The merging of these two selves has unified helping to craft new technologies such as 20-day stranger app, and the Machine To Be Another, that enable people to experience and become their virtual self. Influencers of this trend surround celebrity culture, looking into pop artists who create multiple alter ego’s.
--------------------------------------------------------------------------It was important to consider the generation as to who this trend would im-
the
tribe
pact, providing a realistic image of this tribe highlighting their behaviour and attitudes. ‘The Young Adapters’ - Categorised into generation Y/The millennials aspire to escape an environment encased in criticism, and the normality of their bedrooms, they strive for a more exciting and polished lifestyle. This tribe is bewildered with enchantment, immersing themselves into cartoon form as they develop a new self through an online presence, creating an adaptable alter ego. Their behaviour can change depending on those who surround them, as they display multiple personalities in order to be perceived as someone else.
when cracks appear in the system
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TREND
EXAMPLES
Trend Inspiration - Referring to the idea of cosmetic surgery and genetic modification, peeling glossy latex textures in a lattice formation cling tightly to the skin, whilst the fractured crumbling textures highlight the erosion of identity as they undergo transformation. Broken identity is reconstructed in a disorderly and dismantled style and combined with muscular humanised structures.
trend examples texture,
colour
and
st yle
433c
play
642c
10c
Trend Future - The trend had to correlate to the
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shadow
431c
beauty sector, in which phasing had to be considered as to how it would develop and change throughout the year. The phase ‘ Shadow Play’ depicts the dark brutalities of the realistic world, where people appear emotionless in statuesque form, and remain embedded in fearfulness and uncertainty. Living within urbanised societies, exposed raw concrete, confined space and decaying infrastructures appear dull, harsh and unexciting. This is reflective of the mood created where people appear solemn looking, callous and expressionless.
visual
merchandising &
graphic
inspiration
direction hair
&
IDENTITY X2
make-up
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colour
inspiration
Trend Future - Contrasting from the ‘Shadow Play’ phase ‘Identity X2’ represents the unleashing of the alter ego as an opposing character is formed, removing them from the dull dark reality into a kaleidoscopic world of colour, positivity and aspiration. This is the playful and youthful side where virtual identity has been crafted to appear interesting and exciting, allowing an individual to be someone other than their self. An overwhelming sense of freedom and creativity is uplifting forming a positive, bold, daring image.
This module consisted of developing an online marketing campaign, for high-end brand Ted Baker. Using social media platforms in aim to raise consumer awareness and improve their online presence.
Understanding the brand identity, and forming a detailed analysis of the 7P’s were crucial within this module, in order to develop a suitable and beneficial marketing strategy for the brand. This involved gaining insight from using both a selection primary and secondary research methods, which were considered when designing the online campaign.
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marketing
Key competitors were identified particularly focusing on their social media presence and marketing techniques. A brand adjacency map was also devised detailing the competing stores fashion-ability, and price points, to understand Ted Baker’s position in the current market. This also assisted in the evaluation of the SWOT analysis. Thorough market research was compiled to develop knowledge of consumer demands and buying routines. This assisted with the development of the marketing campaign ensuring it appealed to the target audience.
Ted Bakers current marketing techniques, on the social media, in store and on their website. Includes look book images, visual in store displays, competitions and images from the social media.
marketing
techniques visual
merchandising,
lookbook,
online
swot analysis ------------------------------------------------------------------------------------------
The SWOT analysis was helpful when understanding the brand, and gaining information of key areas they need to improve. Therefore a marketing campaign can be developed which could possibly aid these areas of weakness, and enable them to progress.
The strengths of Ted Baker covered aspects such as having a strong brand identity, which is also their USP, differentiating themselves from the key competitors, as well as having a strong product range that reacts to trends, whilst still providing high quality clothing.
However there were weaknesses, which involved lack of advertisements within the media, hindering the brand proving it more difficult to meet customer demands and raise awareness. This is where the marketing campaign became crucial.
u nde r s ta nd in g
buying
b e h av i o u r
BUYING BEHAVIOUR
The consumer is already financially stable, with basic requirements being met. They have established relationships meaning that their social needs are met.
The consumer that Ted Baker appeals to purchase items based on emotion. Therefore make impulse purchases based on how the clothing makes them feel through confidence. It is also refers to brand loyalty and marketing techniques which convinces the consumer to make a purchase.
However, they aim to gain recognition and status through wearing designer clothing which enhances their confidence, fulfilling their self esteem needs. Ted Baker falls into this category. Self Actualisation Needs
Esteem Needs
Social Needs
Safety Needs
Basic Needs
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High fashion ability
Low price
High price
Ted Baker COS Hobbs
Armani Exchange Low Fashion ability
Jaeger Paul Smith
Reiss
Whistles
Warehouse
French Connection
campaign
social
media posts
# BACK PACKING with ted
The online marketing campaign concept -
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marketing
#BACKPACKINGwithTED is a competition in which customers have the opportunity to win tickets to an exclusive event where they can view new collections in store, receive prizes and discounts. It was developed to run within the UK over a 12-month period. Selected months were chosen depending on consumers buying habits and understanding in which months purchases tend to peak.
january december
april
june
the social media
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on
It was important to gain understanding of which social media platforms were the most popular amongst consumers in order to appeal to the necessary audience, and develop greater awareness. Facebook, Twitter and Instagram had the greatest response from recipients as the primary research results obtained. Therefore following the Ted Baker brand and it’s humor the promotional material was created using Photoshop.
Developing an in store and window display concept for luxury brand Paul Smith showcasing the Spring/Summer 14 collection, with the aim to enhance the retail experience provided for the consumer.
In order to create visual consistency it was important to gain in-depth understanding of the brand, looking into promotional methods, how they communicate with the consumer, to ensure that there is brand alignment, whilst still allowing the potential to modify and progress.
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visual merchandisng
Reflecting the current trends, and taking inspiration from both the catwalk and street style was important when creating group mannequin displays, detailing colour palette, range selection and outfit builds.
Exploring the link between commence, and cutting edge, the innovative display created in Photoshop showcased a collaboration with the Paul Smith exhibition in 2014. Props, lighting, graphics and floor layouts were considered to communicate and visualise how the store would be presented conveying a consistent theme throughout.
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THE concept The trend ‘Glorious Technicolour’ was suitable for Paul Smith as his collections always appear bold and vibrant, therefore wanted to capture this with clothing featured in the window display and in-store. The colour palette appeared lively and upbeat with warming yellow shades, daring pinks and striking blues. It was important to consider both the catwalk trends and street style to develop knowledge on the trend. This could then inform decisions on outfit builds, and give an understanding as to how the customer would wear these items. To develop the concept for the in-store and window display ideas were taken from the ‘Hello, My Name Is Paul Smith’ exhibition, which celebrated 40 years of the designers work. To reflect this props and lighting were based around the art installations discovered at the exhibition.
WINDOW DISPLAY
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THE
Influences were also taken from traditional Japanese architecture and interiors, as from looking at previous window displays by Paul Smith there were clear references to this culture, therefore wanted to uphold the brand identity, and ensure there was consistency, whilst still remaining quirky with individual elements. Mannequins were not used in the window display as research highlighted that the window concepts created previously for Paul Smith usually appear original, and use alternative methods to showcase the clothing. Therefore the garments were hung, and chosen to compliment the vibrant colour palette, whilst still being visible amongst the artistic walls and table display.
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THE in
store
DISPLAY
Fluidity needed to be evident from the window display to the in store layout, this is an aspect that was achieved through the use of props, and references to the exhibition. Product placement was also a factor to consider, ensuring items were arranged effectively throughout the in store display and featured clear zones. This included clothing, colour coordinating the collections, as well as the famous accessories such as the striped socks, multicoloured bags, and hats. A consideration as to how the consumer would navigate around the store was also a requirement, whilst challenging the use of levels and height created to generate interest.
r u n wa y inspiration pop
oaf visual book
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art
lazy
A separate project was also included to develop a visual booklet. This had to communicate a clear theme for the chosen brand Lazy Oaf. It consisted of runway looks, conveying the ‘Pop Art’ trend that was suitable for the brand, identifying trend setters, and street style, that were also representative of this theme. Analysis of inspirational visual merchandisers, artists and set designers were used to convey and develop the theme. Artists such as Yayoi Kusama, Que Houxo and Jeff Koons reflected the ‘Pop Art’ theme. Graphics, lighting and props were then chosen to begin crafting the idea of an in store/window display concept.
theme
examples graphics,
art,
lighting