VISUAL MERCHANDISING BRIEF
JESSICA ELLIS, FRAN SWANN, SKYE SHANE, GERDA KAZLAUSKAITE & HOLLIE GWINNETT
CONTEXT STAGE- THE CONSUMER
Consumer understanding, needs & desires: -Values quality & the ability to purchase an entire look with ease from one store, maximise time efficiency in order to seamlessly fit into her busy lifestyle -Socially connected, either writes blogs or regularly follows influencers blogs -Confidently stylish, trend conscious, eclectic style -Well traveled & cultured
‘Founded in 2010 by a small group of creatives, & Other Stories grew from the wish to give women the freedom of expression through one brand’ & Other Stories
CONTEXT STAGE- THE THREE ATELIERS
‘A onestop styling destination filled with collections from three design ateliers in Paris, Stockholm and Los Angeles’ & Other Stories
Initial cultural insights into locations, exploring film, architecture, artistic etc insportation.
CONTEXT STAGE- VM INSPIRATION BOARD
‘SOURCE- Visual Merchandising Trends off WGSN’
CONTEXT STAGE- SECONDARY ASMR INSIGHTS
sensory
‘ASMR- autonomous sensory meridian response, triggered by certain sounds’
satisfying @Pru Stent
relaxing
uncomfortable
stimulating
@Torbjørn Rødland
CONTEXT STAGE- PRIMARY ASMR INSIGHTS
ELEMENTS OF ASMR
STRANGER DAYSEXHIBITION
NESPRESSO -visually stimulating moving imagery
L’OCCITANE
L’OCCITANE -reflective surfaces -utilising light GENTLE MONSTER -kinetic stimulus -varying textured flooring STRANGER DAYS: MEMORIES OF THE FUTURE -calming sounds -image cropping -multi sensory experience
NESPRESSO GENTLE MONSTER
‘SOURCE- primary images taken during London field trip’
KEY INSIGHTS, SOURCES & MOVING FORWARD TO CONCEPTS
Integrating sources to validate outcomes: Opportunity for brand digital developmentMintel- ‘6 trends shaping the
global consumer landscape for 2019’ answer”
“Taking a technology-first approach could be the
Financial Times article- ‘Augmented reality start-up looks to recreate the shopping trip’ stated AR is “the future of the shopping experience”, has “tremendous engagement power” & “aids those with little time”
Importance of ‘new in’ & ‘best sellers’“We’re pushing the snake print, which you can see on the mannequins at the front of the store”-& Other Stories Sales Assistant VM trends: storytelling through retail theatreLukstudio - “lukstudio explores the idea of theatre to put the spotlight on the fashion platform. Instilling a sense of performance in the visitors, the shopping activities are staged as a spectacle while the café area hosts the sitting audience. - designboom.com
OUTCOME STAGE
Original inspiration: 80’s LA film set locations
Consolidated visuals exploring tones, texture & cropping which mirror the neutral & minimalist aesthetic of the ‘& Other Stories’ brand identity.
OUTCOME STAGE- TREND PREDICTION BOARD NEW IN & BEST SELLERS FOR 2019
SOURCE- ‘Fashion Week: Resort 2019 trends - Vogue’
OUTCOME STAGE - MAKEUP
DAYTIME LOOK 1: BY THE POOL
DAYTIME LOOK 2: LUNCH DATE
NIGHTTIME LOOK: GOING OUT
PRODUCTS
PRODUCTS
PRODUCTS
Lustre d’Or Luminising Powder £17
Liquid Foundation £19
Crème Foundation £19
Eyebrow Pencil £7
Concealer £15
Duo Eyepencil in Alkanet Earth £10
Lip Gloss in Dimity Blush £7
Eye Colour Palette in Tartan Club £12
Volumising Lengths Mascara in Bombazine Black £15
Lipstick in Nougat Rêverie £17
Cheek & Lip Tint in Kick Pleat Red £12
Lustre Rose Duo Blusher in Orange Reddish Light £12
SOURCE- ‘Beauty Edit S/S 19: Make-Up - WGSN’
PRIMARY RESEARCHQUESTIONNAIRE 33 RESPONDENTS Q1 Do you know what ASMR is? Q2 If not, ASMR is described as a "calming, pleasurable feeling often accompanied by a tingling sensation", have you ever experienced ASMR? Q3 Have you ever experienced any type of ASMR during a retail experience? Q4 Do you think it would persuade you to enter a store if it had ASMR factors in the store window? e.g. sounds, smells, touch etc. Q5 When it comes to ASMR, what do you think you'd respond to more? (get a tingly senstaion from?) Choose as many that apply. Q6 When it comes to LA what do you think of? (Choose as many that apply) Q7 When it comes to going on (beach) holidays what do you think of the most? (choose as many that apply) Q8 When you shop do you shop for single items or is it usually a full outfit for an occasion? Q9 Do you like the feeling of nostalgia, Deja Vu or feeling like your somewhere else?
MOCK UP OF VISUALS
OUTCOME 2
OUTCOME 1
OUTCOME STAGE- VM OUTCOMES MOCK UP
OUTCOME STAGE- FINAL OUTCOME
OUTCOME STAGE- DESKTOP MOCK UP V.1
OUTCOME STAGE- DESKTOP MOCK UP V.2
OUTCOME STAGE- TABLET MOCK UPS
ASMR USED
KALEIDOSCOPE MIRROR PALM TREES
GIFS MADE FROM PRIMARY VIDEOS
WIND BLOWING ONTO MANNEQUINS CLOTHES
HEAT ON PASSERS BY FACES FROM OUTDOOR HEATERS
CROPPED IMAGERY SOUNDS OF THE SEA AND WIND FROM THE FANS
SYNERGY BETWEEN THE WINDOW DISPLAY AND WEBSITE
Palm trees
ASMR ELEMENT: moving water
Outfits
Similar visuals
TO CONCLUDE