Assignment 5 visual merchandising

UAL Awarding Body

UAL Level 3 Diploma in Fashion Business and Retail Assignment Brief Assignment Title

The Art of Visual Display

Unit No & Title

Unit 7: Visual Merchandising for Fashion Retail

Level & Credit Value

Level 3 Credit 12

Assignment Leaders

LesleyAnn OConnell, Erin Day

Assignment Verifier

Alison Cropper

Start Date

Wednesday 24th February 2016

Assessment Date

Thursday 24th march 2016

This assignment will enable you to generate evidence of personal & professional development (PPD) in these areas 1 2 3 4 5 6 7 8 9

Learning Outcomes: At the end of the unit the learner will produce: Pinterest boards + task sheets – Introduction to Visual Merchandising Magazine article (role of VM, brief history + future of VM, In-store VM, Mary Portas job, Window Calendar VM) Visual Merchandising Trend research Guest speaker interview L1 research of window displays - Presentation Mock in store display, photos, floor plan + witness statement Evaluation of mock display Mood boards Show box – window development Prop development Final window display Final evaluation

Content “If eyes are the windows to the soul, then shop windows are just as revealing. They reveal the soul of the shop” – Debra Templar, Retail Consultant

Before the role of a Visual Merchandiser was born, the name ‘Window Dresser’ or ‘Display Artist’ was given to individuals who dressed a store window creatively, usually creating eye-catching displays luring shoppers in store.

However, during the 1980’s, possibly due to a global recession and the threat of e-commerce from the Internet, store bosses suddenly questioned the abilities of non-profit departments. As a result, they began to push ‘Display Artists’ in store to cast a creative eye over racks and rails; thus the visual merchandiser was born. Rarely taken seriously at first, the VM team were soon laying out departments complete with ‘sight lines’, ‘focal points’, managing floor plans and developing product adjacencies.

Today visual merchandisers are sought after to create inspiration and commerciality, as well as develop a brands image. Visual Merchandising is now so innovative and forward thinking that it can include 4D experiences and interactive sensory displays During this assignment brief you are working as a Visual Merchandiser – planning both window and in store displays. In groups, you will be given a range of garments from the Fashion & Clothing department, for which you must develop a creative and professional window display. You will visually interpret the concept of the collection imaginatively, using props, lighting, backdrops and decals. You must use effective branding techniques, demonstrating the use of positive image with emotion. Utilise the latest technologies and incorporate at least one form of interactive media in your display.

Scheme of Work (to note assignment key dates / Briefings / Crits / Formative and Assessment / Tutorials etc.)

Week / Date Activity / Location Independent Study Week 1

Task 1 Magazine Article (Outcome: task sheets, Pinterest board, written + visual magazine article) Using your prior knowledge from presentations, tasks and videos in class, you will develop a written and visual magazine article critically evaluating the role of a Visual Merchandiser.

Within the article, critically compare a range of display techniques used to enhance sales in fashion retail. This must be a combination of both primary and secondary research.

Homework before half term – was to gather 15 images of creative w3indow displays

Unit criteria: 1.1 Task 2 Liverpool One (Outcome: Photographs + notes) During a visit to Liverpool ONE, take lots of photographs of inspiring window + in store displays that support a positive brand image. Use knowledge and understanding of visual merchandising theory (learned in your previous session) to support your own research. Gather photographs of:

Homework: Research ‘trends’ in VM, mind map how you think trends can be portrayed through visual display, similar to fashion design.

(product adjacencies, sight lines, add-on sales, props, creative decals, mannequins etc)

Analyse your research on to a PORTRAIT presentation (to be uploaded to ISSUU), critically compare your primary research of display techniques used to enhance sales in fashion retail.

Unit criteria: 1.1, 1.2

Week 2

Task 3 Trend Research (Mind maps, Pinterest research, mood boards) Undertake trend research using WGSN to find a range of Visual Merchandising trends. Research and critically compare a range of various ‘themed’ display techniques portrayed in Visual Merchandising that are common in line with the seasons.

Homework: Gather objects of a VM ‘trend’ and bring to next lesson (for example floral, dried flowers)

Unit criteria: 1.1 Task 4 Interview - Guest speaker (Outcome: Interview transcript, pamphlet) Interview: Interview an industry professional working in the Fashion Retail / Visual Merchandising arena.

HOMEWORK: Bring in props for mock display

Ask specific questions to try to understand their role, including time constraints, budgets, creativity, brand image and so on. Use this knowledge and understanding of visual merchandising theory to support own practice – adding this interview to your magazine article as a pamphlet.

Unit criteria: 1.2

Week 3

Task 5 Mock Display (Outcome: brand research, floor plan, mock display, speech, witness statement) Apply practical skills, understanding and methods to solve a visual merchandising problem, through the creation of an in store mock display.

Homework: Gather further materials for your mock display

Ensure that the brand identity is being projected creatively through visual display, and that customer navigation/layout of products are well considered through a detailed floor plan.

Unit criteria: 1.2, 2.2 Task 6 Evaluation (Outcome: Written evaluation with embedded visuals) Complete an in depth written evaluation, with photographs of your mock display + floor plan embedded. Analyse the effectiveness of solutions to a visual merchandising problem.

Identify feedback given from your class and tutor and evaluate areas of improvement.

Unit criteria: 3.1

HOMEWORK: Bring in a shoe box

Week 4/5/6

Task 7 Window Plan (Outcome: Shoe box window, mood boards, Pinterest boards, meetings, prop development, backdrop development, final window display) You will use the fashion department garments to display creatively in the College front windows.

Demonstrate the ability to plan, organise and present solutions to a visual merchandising problem.

Use correct display equipment considering theories of grouping, balance, and use of mannequins, backdrop, lighting and props.

Unit criteria: 2.1, 2.2 Task 8 (Outcome: Final Evaluation)

Week 6

Take photographs of your final display and analsye the effectiveness of your visual merchandising solutions. Upload to final presentation.

Homework: Ensure all work on presentation is annotated and all tasks are completed HAND IN

Unit criteria: 3.1

Suggested Research (include visits /reading lists / websites etc) Books: Visual Merchandising – Tony Morgan

Assessment Guidance: What you should aim to produce Assessment Criteria

Evidence

Unit 6 Fashion Management and Marketing 1.1 Critically compare a range of display techniques used to enhance sales in fashion retail.

Task sheets + Magazine article (role of VM, brief history + future of VM, In-store VM, Mary Portas job progression, Window Calendar VM)

Trend research 1.1 Use knowledge and understanding of visual merchandising theory to support own practice.

Liverpool One research of theory.

Photographs + presentation.

In store mock display + floor plans

2.1 Demonstrate the ability to plan, organise and present solutions to a visual merchandising problem.

Final window display + evaluation (mood

2.2 Apply practical skills, understanding and methods to solve a visual merchandising problem.

In store mock display + floor plans Final window display + evaluation (mood

3.1 Analyse the effectiveness of solutions to a visual merchandising problem.

Presentation of mock in store display Final evaluation for mock in store display Final evaluation of window display

boards, prop development, backdrop etc)

boards, prop development, backdrop etc)