CONTENTS PAGE:
Description:
Introduction Brand overview Visual audit of the store Pen Portrait Design concept VM Trends Mood boards: Concept, VM Concept, Colour, Inspiration, Materials Concept explanation Floor plan Product In store location Plannograms Key Threshold Area Perspective Design Lighting Fixtures Mannequins Marketing Conclusion Role breakdown Peer assessment Bibliography
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INTRODUCTION:
INTRODUCTION:
G-Star Raw, originally called Gap Star, is a brand that was founded by Jos van Tilburg in Amsterdam in 1989. Tilburg initially collaborated with a firm called Secon Group but separated from them in 2002. G-Star Raw separates itself from its competitors by being innovative with its designs, using recycled plastic and raw denim and using cutting edge technology to create 3D denim. G-Star’s most iconic jean is their “Elwood” style. G-Star Raw is also a customer favorite because of their Corporate Social Responsibility (CSR) ties to the community. Their products are made from sustainable materials in order to lessen their role in the environmental impact contributed by the fashion industry. 1
BRAND OVERVIEW: G-Star Raw, originally called Gap Star, is a brand that was founded by Jos van Tilburg in Amsterdam in 1989. Tilburg initially collaborated with a firm called Secon Group but separated from them in 2002. The Oxford Street location is in a high foot traffic area allowing both locals and tourists to browse G-Star’s collections. The brand displays a realistic and obtainable look for customers to relate to. G-Star Raw separates itself from its competitors by being innovative with its designs and using raw denim and cutting edge technology to create 3D denim. Their products are made from sustainable materials in order to help preserve the environment. G-Star’s most iconic jean is their “Elwood” style. 2
VISUAL AUDIT:
The products in the gold zone are some of the more popular merchandise sold for the brand. The use of cross merchandising allows customers to see the lifestyle of the brand and encourages them to buy multiple products instead of one. The products in the gold zone are in navy blues, whites, greys, blacks and pinks. By keeping the store colours plain in off whites and greys, it allows the merchandise to take the spotlight. This store uses fluorescent lighting throughout. Conventional, metal T-stands and tables display the products along with wall railings and two small shelvings above the rails. Attached to the wall are three mannequin figures while the top half of another mannequin is displayed on the table; all mannequin figures are metal.
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PEN PORTRAIT: -Generation X -In a relationship -Lives in the city -Has a high profile job so enjoys spending down time away from the city - Into extreme sporting and traveling - Takes an interest in current affairs to do with the environment - Shops at brands with a heritage and authenticity - Inspired by artists and musicians - Travels around the city on public transport or cycling - Doesn’t follow trends, styling to serve a purpose - Shops in store for the experience and advisors - Shares experiences through facebook live and instagram
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DESIGN CONCEPT:
DESIGN CONCEPT: The design concept includes a canopy that extends out of the ceiling and then over the products to mimic a wave. The wave will be made from chicken wire and torn up denim that has been donated by customers. There will be jellyfish that are made from plastic bottles hanging from underneath the wave that are lit up inside. The product will sit directly under the canopy and will be placed on a used small shipping container, as a table, and hanging from a fixture made from old pipes. The collection underneath will be the main Raw collection in colourways that merchandise with the underwater theme. The main colours used will be; blues, greys and white as well as silver for the fixtures, this is to ensure that the hot shop remains on brand.
G-Star (2017)
G-Star Instagram (2017)
Author’s own Image (2017)
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VM TRENDS:
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CONCEPT EXPLANTATION:
‘RAW Recycled - RAW Recycled blends post-consumer denim with organic cotton to give a second life to the material. The use of recycled cotton generates savings on raw materials, water, chemicals and energy. Materials: Any blend of recycled cotton and certified organic cotton.’ (G-Star Raw, 2017) The concept incorporates the use of ‘post-consumer denim’ into the in-store display as well as representing Raw for the Oceans by having donated denim from customers that will be reused to form the canopy part of the fixture. As 70 millions pairs of jeans are sold in the UK each year, by donating these jeans to be part of the display will create a second usage for them and work alongside G-Star’s corporate social responsibility of being innovative whilst simultaneously caring for the environment. The decorative element of the fixture is made by reusing plastic bottles to form hanging plastic jellyfish that will have a light within them, to further emulate the feeling 0f being under the sea. A small shipping container and pipes will also be used for fixtures, further showing how these simple items could be used in visual merchandising
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FLOORPLAN
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PRODUCT:
PRODUCT:
The products that will be used for this fixture have been chosen as they will merchandise well in terms of colour along with our theme for the fixture. Generally, in store there were 4 styles folded on tables with 2 accessories such as boots and a hat with 1 style hanging on a short rail on top of the table and shorter rails were always merchandised with 4-5 styles. Below is a selection of some of the products that we will use for our fixture, a majority with the raw branding. However, if we were to use this fixture again, we would use it alongside the launch of the ‘Raw for the Oceans’ capsule collection, as this is the main idea behind our fixture.
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INSTORE LOCATION:
PLANNOGRAM- RAIL:
4 different items of clothing will be displayed on this rail. Positioned in order of colour from light to dark, from a dark jacket, to a white T-Shirt. 4 of each item in different sizes will hang on the rail, as rails are merchandised throughout the rest of the store.
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PLANNOGRAM- TABLE:
Each table will hold 1 pair of jeans, 2 T-shirts, and 1 Jumper. 4 - 6 of each item in different sizes will be in each folded pile, as other tables are merchandised throughout the rest of the store. Jeans and jumpers will be folded in half, while T-shirts folded square. This product mix creates outfitting, and will be where customers can shop the outfits from the mannequins behind.
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KEY THRESHOLD AREA: The key threshold area for the fixture is going to be the front right hand corner of the store, next to the door. This is as customers generally walk to the right when they enter the store (Underhill, 2009). As the wave will be coming out of the wall this was the best area in store to place this as it is the area with the biggest amount of space and highest ceilings. The fixture will be placed just after the decompression zone, enabling the customer to initially take in their surroundings before then entering the primary zone, where the fixture will sit (Bailey & Baker 2014).
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PERSPECTIVE DRAWING:
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LIGHTING:
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LIGHTING: Blue bottom lighting will provide the area with an under the sea aesthetic and also enhance the products surrounding the area. This will be balanced by spot lights with white lighting in the shape of jellyfish. These will hang from wire from the ceiling to further the sea vibe. These white lights will also give the customer a true light to look at the products, still providing a practical element to the space. This mix of cool and accent colours will highlight the ‘under the sea’ theme and still be in keeping with the stores current mood.
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FIXTURES:
The majority of the fixtures will be upcycled from parts of shipping containers, continuing the raw for the ocean aesthetic. These will be in the form of table tops and display spaces presenting a practical element to the space. The main display fixture in the area will be a large denim weave in the shape of a wave, fixed from the right hand wall and forming into a canopy across the space. This will be made from upcycled denim and be the focal point of the concept. ‘The decompression zone is the space that is located 5’ to 15’ from inside the door’ (Keizer and Bender, 2015). The concept will take this into consideration and the fixture will lead the customers into the space but with enough space for them to transition from outside into the the identified shopping environment. 22
MANNEQUINS:
The mannequins around the store will all be ‘hybridize’ mannequins, which means they will be placed in an unusual formations, so to appear unique and memorable (Bailey & Barker, 2014).
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MARKETING:
MARKETING:
G-Star will encourage customers to get involved and donate a bag of jeans to help the visual team create a new in store display. Customers will discover this plan through the brand’s social media platforms such as Instagram, Facebook and Twitter. Advertised on these platforms, and through emails to the customers who have subscribed, will be the details of donations. Every person who brings in one shopping size bag of denim will receive a 10% off coupon and a four-digit access code to be used on the G-Star app. This code will be the donators exclusive access to the new collection before it is available to the public.
Additionally, the donators will receive an invitation in the mail to join the G-Star visual team on 1st May to see their old denim they donated turned into a large wave display. The event will have complimentary snacks and refreshments and will only be open to the denim donators. G-Star’s goal is to make the customers feel more apart of the brand by participating in the visual displays of the store. This will attract current customers and bring in potential new ones.
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MARKETING:
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MARKETING:
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CONCLUSION:
CONCLUSION: The concept introduces a new ‘wave’ of denim visual merchandising. The denim wave will use recycled plastic bottles and shipping containers to immerse customers in an ‘under the water’ aesthetic. A new scheme has also been put in place to reward those customers that bring in used denim to create the denim wave, a 10% voucher will be received as well as a unique reference code for special access to our new collection app.
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ROLE BREAKDOWN:
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PEER ASSESSMENT:
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BIBLIOGRAPHY:
“REUSE, RECYCLE, RECREATE - VM”. Hmvm.co.uk. N.p., 2017. Web. 4 Apr. 2017. Available from: http://hmvm.co.uk/REUSE-RECYCLE-RECREATE “WGSN | Create Tomorrow | Trend Forecasting & Analytics”. WGSN | Creating Tomorrow | Trend Forecasting & Analytics. N.p., 2017. Web. 4 Apr. 2017. Available at: www.wgsn.com Bailey, Sarah & Baker, Jonathan. Visual Merchandising for Fashion. 1st ed, 2014. Print G. Wearden (2016), The Guardian, More plastic than fish in the sea by 2050, says Ellen McArthur, Online resource available from: https://www.theguardian.com/business/2016/jan/19/more-plasticthan-fish-in-the-sea-by-2050-warns-ellen-macarthur [Accessed 23/03/16] Jeans-and-denim.co.uk. (2017). G-Star Raw : history and origin of the brand. [online] Available at: http://www.jeans-and-denim.co.uk/history-jeans-g-star-raw/25/y-6/ [Accessed 3 Apr. 2017]. RAW®, G. (2017). About Us | G-Star RAW®. [online] G-star.com. Available at: https://www.g-star.com/en_gb/about-us [Accessed 2 Apr. 2017]. Ryan, John. “Store Gallery: G-Star Raw Gives Denim A Makeover At New London Flagship”. Retail Week. N.p., 2017. Web. 4 Apr. 2017. Available at: https://www.retail-week.com/stores/store-gallery-g-star-raw-gives-denim-a-makeover-at-new-london-flagship/5056180.article Underhill, Paco. Why We Buy. 1st ed. New York: Simon & Schuster, 2009. Print RAW®, G. (2017). G-Star RAW®. [online] G-star.com. Available at: https://www.g-star.com/en_ gb/about-us/responsibility/sustainable-product [Accessed 3 Apr. 2017]. 30
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