Danny Williams Individual Research Pack EFMM5002 1005992 Experiential & Multi Channel Retailing
Our Concept for Whistles Menswear
Market Research Menswear is on the uprise. “Luxury retailer Burberry attributed an 18% rise in first quarter global sales to July 2013 to strong men’s clothing sales. Menswear sales rose 25% and the company has pinpointed it as a significant growth opportunity for the future.” (Mintel 2013) http://academic.mintel.com/display/693992/?highlight Meaning more and more companies are filling in the gap the market has missed. H&M & Asos have seen an increase in sales as well as mid-upper high street stores like Jack Wills & Superdry and foccused a lot of energy and time onto their menswear collections as according to Mintel men are less worried about how much they’re spending if it’s on a good quality item. Research from Mintel & Metro Newspaper “A shopping district in London’s Covent Garden is being transformed into a hub for menswear. A mix of streetwear brands and contemporary menswear labels including Gitman, renowned for its shirts, and Retro Super Future, the sunglasses brand, are set to open on Henrietta Street.”
Market Research But with menswear now worth more than £10billion to the British economy after a growth spurt of 12 per cent in the past five years – and set to rise by another 11 per cent by 2017 – retailers are upping their game. One shopping district in the capital is taking the lead: it is hoped Henrietta Street in Covent Garden... will become a menswear hub. “We need something for the guys,” says Beverley Churchill, who joined the team charged with revamping the area after leaving Selfridges in 2007.
Visual Merchandising
Visual Merchandising
Visual Merchandising
Visual Merchandising - Pinterest
Initial pitches - Magnifying glass Our first idea came from looking at the Whistles brief we go, and how technicality from the fabric would be important, so we came up with an idea to have over sized magnifying glasses and smaller ones surrounding a mannequin to give a close up detail of the clothing. We though we need something enticing to draw our male consumer in, as although the market is growing, some men need a certain persuasion to shop and we thought this would create a visual aesthetic for men to look at, and then draw them inside into our store.
Development - Magnifying glass Our first idea of this was drawn up on illustrator, just to represent our first idea. One over sized magnifying glass and one mannequin, zoomed in on a particular part of clothing, e.g. knitted effect on a cable knit jumper.
Development - Magnifying glass This development showed 3 mannequins with different magnifying glasses, showing the aesthetics in the clothing. Depending on Window size or tier of the store would determine how many mannequins and magnifying glasses would be incorporated into the window.
Development - Magnifying glass This development showed 3 mannequins with different magnifying glasses but on a rotation pattern, so the magnifying glasses would roll over nearly every part of the garment. This idea was chosen to be disgregarded after a chat with Claire Burns, as we spoke about if a button was zoomed into, or a seam, how really interesting would it look?
Initial pitches - Vinyl Given our brief we took our inspiration and I developed a few ideas on illustrator. We wanted to focus on the technicality and simple cuts Whistles use in their current womenswear collections and how they already visually merchandise their stores. We also looked at how Whistles want to have their own unique male style, and thought a unique touch would be a simple aesthetic to each store. Our first idea was to create a vinyl piece to use in every Whistles store, where every town/city would have their own individual vinyl window display that would relate to the surroundings of their city.
development - VInyl This was our initial pitch, using the notes from one of Claire Burns’ lectures, we looked at using a 3D perspective to create depth and interest, although upon making our pitch we were told to make it look less flat, and to carry on improving our idea.
development - VInyl 3D Version of the initial design. Still using the ideas of different persception and depth. In our next pitch, this idea was to be developed into a much more clean version, which bought upon using different materials to vinyl.
Initial pitches - Copper piping After taking the feedback and looking into more inspiration, we decided to use a dateless copper piping that could sit in the store with any collection Whistles Man decided to put into their stores. We thought this would be a good idea to develop through different materials like wood and silver wire.
Initial pitches - Wood This was our idea but with a wood texture. After the feedback from the next crit, we decided that the lines should be kept linear, clean and more up to date. So Jade bought up Paul McCartney’s album ‘New’ and also told our group about her visit to the Tate that had a light installation exhibit and we used innpiration from this to further our research and develop our idea.
Final Idea - Linear lights Our final idea came through development of our previous ideas, but this idea we decided was a lot more clean edge and true to the Whistles simple aesthetic brand, although still aiming for that unique ‘WOW’ factor we need to create an interesting visual piece. We think using this idea would associate the brand with art, contemporary and modern, much like our Whistles man. We are still using our cityscape idea too, but pulling it right back to minimalism. I drew up a few versions on Illustrator before we put them into sketch up.
Final Idea - Linear lights We decided we werent changing the logo due to the fact Whistles would still be Whistles but possibly with ‘man’ or ‘men’ on the end. The development of using photoshop or illustrator was what these logo’s are. Using different techniques and inspiration, it was better just to (if the lights were made) to get them made either LED or Neon, whichever would coinside with health and safety rules and how much it would cost to make.
Final Idea - Linear lights
Pinterest Inspiration - DaNNYJJJW
Pinterest Inspiration - Dannyj_w
INSPIRATION
INSPIRATION Inspiration came from COS too, although one of our competetitors and a strong company, they were a brilliant starting point for inspiration, from their stand alone store layouts to the pop up stores they have worldwide. Grey tones of concrete flooring, mixed with clean, linear white lines helped with developing the foundation of our concept. Although we tweaked this to lighting, and our pop up will be more of a stand alone looking store.
Sketch Up
Sketch Up
Sketch Up
Sketch Up
Sketch Up
Sketch Up
Sketch Up
Sketch Up
BRANDING Wire hanger
bag
WHIST
LES
Fixture
BRANDING
Jean Tags
Logo
BRANDING Swing Tags SIZE: SIZE:SS
Shoe Box
£60.00 £60.00
WHISTLES WHISTLES MAN MAN
WH
S E L IST N MA
Guildford Window This is how our group would imagine the guildford store to look, possibly using the line all the way round the store, or just in the window. We also thought about how the aesthetic would look day and night depending on if the store would keep the lights on.
12600mm
1500mm
400mm
400mm
Door Shelving
1500mm
Archway
9600mm
600mm
1000mm
4800mm
1300mm
Seating Floor Stands
2000mm
600mm
2000mm
1400mm
2000mm
2000mm
350mm
1100mm
Table
Mannequin
Platinum
Gold
Silver
Bronze
Referencing Fig 1 - Sibling Menswear A/W 2013 - http://showstudio.com/img/tweets/371401371600/371594_320n.jpg%3F1357673797 (January 2014)
Clockwise from Top Left Fig 2 - Gitman Bros - http://i1.wp.com/www.acontinuouslean.com/wp-content/uploads/2013/06/Gitman_ Bros_Vintage_3.jpg Fig 3 - Burberry Campagin - http://4.bp.blogspot.com/-tm7d7JQZ_C4/T1jeiv0gG4I/AAAAAAAAD0Q/ ryilVaCEdj4/s1600/Burberry%2BSpringSummer%2B2012%2BCampaign%2B%25282%2529.jpg Fig 4 - Super Retro Future -http://www.los-list.com/blog/wp-content/uploads/2010/06/ RetroSuperFutureW.jpg Fig 5 - Henrietta Street, Covent Garden -http://www.fancyapint.com/media/pubimages/pic2088.jpg
Referencing
Fig 6 - 18 all taken by Danny Williams, December 2013, Photographs.
Fig 19 - 25 all taken by Danny Williams, December 2013, Photographs.
Clockwise from Top Left Fig 26 - Converse - http://www.mizhattan.com/!@ Fig 27 - Shoe Wall Art - http://media-cache-ak0.pinimg.com/originals/08/ a9/10/08a910cd47b856386ed4cf5aa06c7ddf.jpg (December 2013) Fig 28 - Blue Pattern - http://repeatrepeatrepeat.com/?portfolio=loewe-window-display-barcelona Fig 29 - White Installation - http://enmibolso.com/2013/04/02/creativos-escaparates/ Fig 30 - Lanvin Red Polsih - http://media-cache-ak0.pinimg.com/originals/da/55/8b/ da558b664539cbdd479e4c1989f0c6dd.jpg Fig 31 - Mannequin Frames - http://www.mizhattan.com/2010_03_01_archive.html Fig 32 - Avian Bird Wedding - http://richgirllowlife.blogspot.co.uk/2011/12/bergdorf-goodman-holidaywindows-2011_09.html
Clockwise from Top Left Fig 33 - Copper Piping - http://www.123rf.com/photo_9709314_set-ofcopper-pipes-of-different-diameter-lying-in-one-heap.html Fig 34 - Copper Wire - http://gentlemint.com/tack/543/ Fig 35 - Copper Pipes in Corridor - http://media-cache-ak0.pinimg.com/ originals/d2/c6/0f/d2c60fcafc62199887447580d005a9cc.jpg Fig 36 - Copper Sheen - http://media-cache-ak0.pinimg.com/ originals/75/05/ed/7505ed912a2de7fffff7a2038c2be40c.jpg Fig 37 - Copper Sheen - http://media-cache-ak0.pinimg.com/ originals/75/05/ed/7505ed912a2de7fffff7a2038c2be40c.jpg Fig 38 - Copper Mineral - http://media-cache-ec0.pinimg.com/originals/6a/ b8/5a/6ab85a37366c39d7f89d6cbbcd8153ec.jpg Fig 39 - Copper Cable - http://media-cache-ec0.pinimg.com/originals/17/ c7/3d/17c73dae78f181353caf370d277dbafb.jpg Fig 40 - Copper Balls - http://media-cache-ak0.pinimg.com/ originals/7e/5a/30/7e5a30d124f05b08305ef625b987fedd.jpg Clockwise from Top Left Fig 41 - COS Pop Up - https://protein-publisher-prod.s3.amazonaws.com/ uploads/medium_bNDhT3eeTcyB6186vY2K Fig 42 - Massimo Uberti, Light Installation -http://www.undo.net/ Pressrelease/foto/1306768218b.jpg Fig 43 - Lightning - http://media-cache-ec0.pinimg.com/originals/ cf/4d/54/cf4d546ed8af404ced2db1b863823061.jpg Fig 44 - Copper Hangers - http://media-cache-ak0.pinimg.com/originals/ b8/1d/ae/b81daeb68a235fd2fcfa996f5f4fe29c.jpg Fig 45 - Concrete Floor - http://texturezine.com/wp-content/ uploads/2012/11/IMG_9195.jpg Fig 46 - Concrete Floor - http://texturezine.com/wp-content/ uploads/2012/11/IMG_9195.jpg Fig 47 - Draping Lights - http://deliciousdimension.tumblr.com Fig 48 - Massimo Uberti, Light Installation - http://www.yellowtrace.com. au/2013/11/20/massimo-uberti-neon-light-installations/
Clockwise from Top Left Fig 49 - Cityscape Newspaper Background - http://www.etsy.com/ listing/102336634/dallas-texas-silhouette-city-skyline Fig 50 - Various Capitals Vector - http://all-free-download.com/freevector/vector-silhouettes/wellknown_city_silhouette_vector_161766.html Fig 51 - Sunrise Cityscape - http://media-cache-ec0.pinimg.com/ originals/7f/74/e2/7f74e2e2c63f569d7664b590516d8c74.jpg Fig 52 - 3D City - http://hdwallpapersforandroid.files.wordpress. com/2013/11/cityscape.jpg
Clockwise from Top Right Fig 53 - Cos Pop Up - http://3.design-milk.com/images/2013/04/cospopup-bonsoir-paris-milan-hanging-600x400.jpg Fig 54 - http://texturezine.com/wp-content/uploads/2012/11/IMG_9195. jpg Fig 55 - http://www.cosstores.com/Content/CmsContent/COS/Things/ W15/THINGS_2013W15S_IMG_1.jpg