PART I
VISUAL MERCHENDISING AND DISPLAY PLAN Goal: To create a temporary pop up store for the capsule collection created for the buying project. The store will have to present the product and guide the consumer towards an online purchase. The pop up store will be promoted through social media.
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GROUP MEMBERS
1. INDEX OF VISUAL DISPLAY 1. Place, space and timming of the pop up store 2. Mooadboard concept 3. Pop up store structure 4. Shopping experience 5. Capsule collection presentation according to Visual Merchandising criteria 6. Pop up store promotion in the e-commerce platform 7. Reserved area in the e-commerce platform for the presentation and selling the capsule collection 8. Web Visual Merchandising for product display
9. Social media pop up store promotion
OUR MOTIVATIONS TO INTRODUCE THIS CAPSULE COLLECTION TO THE WORLD Ever since Phoebe Philo left CELINE, she took her little fanclub with her. CELINE lost their community around the brand, which we think is important to have regarding brand loyalty. The goal of our collection is to make sportswear elegant again - while the root of the inspiration comes from wanting to builf a comunity around the brand and french heritage. We believe equestrian sports are a good meeting point since it serves a beautiful style and aesthetic that is similar to what the high society CELINE woman likes. Some enjoy horse-riding in their leisure time, while others enjoy watching it. That is why we created two parts to our capsule collection EQUESTRIAN inspired wear and GARDEN PARTY inspired wear - since it is usual to have a garden party after a game like The Longines FEI Jumping Nations Cup.
In the past years street style and sportswear have become ''acceptable'' to wear even when not participating in a sport or going to the gym. The finest fashion houses now sell sneakers that was not common 5 years ago. According to WGSN, trends for womenswear S/S 21 are Horse Play and Homage to heritage. Inspired by royal retreats and riding club jaunts, classics like the riding boot and the classic white shirt will be the highlights of the season. As heritage is often connected to made-tomeasure and sartorialism - it gives sustainability and slow fashion a boost, giving clothes a longer life as it is made with high quality fabrics and craftsmanship. In conclusion it is about recalling elegance into sportswear as the sneaker hype is gradually dying out. This fives CELINE a chance to show its sporty side while keeping and amplifying the bourgeous style that Hedi Slimanie already is in love with.
2. PLACE, SPACE & TIMING OF THE POP UP STORE
1. PLACE, SPACE & TIMING
LA TRIENNALE MILANO Our capsule collection “Bon Chic Bon Genre” has a grand and luxe feeling with inspiration from posh garden parties and equestrian aesthetics. "La Triennale" has no doubt beautiful architechture, however, it is it's large garden space that we are interested in. beauty has a big garden space where our pop up will be located. In Milan there is no better place for our pop up store.The date will be the second week of May, so the visitors can enjoy a perfect climate, a great time to think about your upcoming summer events. The store will have it's opening night on the 9th of May and be there for 14 days.
3. MOOADBOARD CONCEPT
MOODBOARD
Smell Whoever enters the store will smell a delicious and light scent of sandalwood and white gardenias. The smell will give a unique mixture of feelings between something natural and luxurious - while leaving the costumers familiar with one of CELINES newly released fragrances.
Taste For everyone who enters in the store, our staff will offer champagne, water, and snacks. All will be customised with the brand name or logo on it.
MOODBOARD
Vision The color palette of the Pop-Up Store will be in natural color hues.
Hearing The music that will play in the store will be by an artist called Mileece, an english sound engineer who makes music with using sounds from plants as a starting point for her craft.
4. POP UP STORE STRUCTURE
EXTERIOR STRUCTURE
POP UP STORE STRUCTURE - TAKING PARIS TO MILANO
The initial thoughts of the pop-up store structure is to have a special designs building of the “Arc de Triomphe” in an equestrian aesthetic and natural material. (Celine stores today use a lot of natural and animalistic matreials such as marble, wood, leather, flowers and much more, we want to continue in this path). The structure will not only establish the space itself, but also aim to create a unique experience in combination with our idea - A grand presence with inspiration of and for our capsule collection. Following points are the key aspects of the pop up - Natural materials - A grand but relaxed atmosphere - Equestrian aesthetics - Garden aesthetics with flower arrangements
5.SHOPPING EXPERIENCE
MAKEOVER EXPERIANCE
MAKEOVER EXPERIANCE The idea is to make an incredible experience for everyone who visits is: An optional makeover where you receive a treatment by a hairdresser, makeup artist, stylist and lastly a photographer. Every visitor who wants to, can choose a look from the capsule collection, make up with the makeup artist and take a photo inside our pop-up store on te second floor. The photograph you receive on a polaroid, will be your everlasting memory from the store visit and makeover experiance. However, on the back of the photo you will recive a QR code which will give you access to purchase the capsule collection before everyone else on CELINE.com
SHOPPING EXPERIANCE
SHOPPING EXPERIANCE To cuntinue the unique experience to e-commerce, we propose a classic dress up game that was popular long before Social Media, in the late 90s / early 00s. The big news is that this page the customers will be able to insert their own image of their face and slect their body part. They will have their own "model" with the same body shape and size as themselfs, creating a personal shopping experiance online! You will have the option to create the looks on this ''model'' on celines website. It will be just like the old games of the pre social media era. This tool will help you visualize how the pieces of the collection would look on your own body. The intention of this game is to show more options in our collection, in addition to making consumers more excited about shopping.
6. CAPSULE COLLECTION PRESENTATION ACCORDING TO VISUAL MERCHANDISING CRITERIA
CAPSULE COLECTION PRESENTATION
As mentioned before, the first floor is divided into two environments, The Stable and The Garden. With such a unique space proposed for pop-up store structure, we're striving to find the visual merchandising more dynamic by knowing that the open space route has two different environments. This way of displaying clothes can set the impulsive excitement in sales and provide a view for each garment in a suggested outfit. The display will mainly depend on our two themes, the different enviroments we proposed per styling. The goal of the Pop-Up store is to give the visitors a glimpse of the luxurious CELINE universe. Most people cannot afford a CELINE bag or dress, they can only afford to adore the craftsmanship and beauty from afar, like the window display outside the CELINE stores. Because of this, we want to give all the visitors an experience unlike something they have encountered before. Because the pop up store is located in La Triennale, which is a design and art museum, it only makes sense for the clothes to be treated and looked upon like the (wearable) art they are. Using a coordinated displays on the walls of the stores, we want the visitors to see the clothes In this way. However in this case, the visitors can touch and wear the art while receiving a makeover like never before. This allows absolute freedom of movement and exploration. This will lead the customer to explore not only the brand environment, but also the inspiration and hard work behind the creation of the capsule collection.
THE HORSE STABLE DISPLAY In this part of the store the costumers will feel like they are in a walk-in-closet in their own private equestrian centre - So they can image themselfs in the right environment when seeing and touching the clothes. Props like horse saddles, snaffles, bridles and metal shoes will decorate the walls like art. The music we sill use is by the artist called Mileece. Mileece Abson, an English sound artist and environmental designer, makes music with plants. This evokes 2 senses that stimulates the experiance - vision and hearing.
THE HORSE STABLE DISPLAY
INTERIOR DETAILS & INSTALLATIONS
Maurizio Cattelan – 3 editions + 2 AP of Untitled, 2007, taxidermied horses, installation view of Kaputt, Fondation Beyeler
Leather Horse Saddle Como Modular Leather Sofa Chaise Sectional By Restoration Hardware
Interior props criteria: Freedom Coolness Heritage Brightness Equestrian
Fitting rooms
Horse Snaffle
Horse Hay for decoration
Marble in the shape of horse shoes
THE GARDEN DISPLAY
In this part of the store the costumers will walk on real grass indoors, so they can image themselfs in the right environment when they imagine themselves wearing the clothes. This also evokes 3 senses that stimulates the experiance - vision, smell and touch. White flowers will be planted and an authentic apple tree will be placed in the center of the Garden department. We will also have a flowershop station where the costumers will be able to purchase their own curated bouquet.
7. POP UP STORE PROMOTION IN THE E-COMMERCE PLATFORM 8. RESERVED AREA IN THE E-COMM FOR SELLING THE CAPSULE COLLECTION
RESERVED AREA IN THE ECOMM FOR SELLING THE CAPSULE COLLECTION
CELINE DRESS-UP GAME WHICH LOOK SUITS YOU?
When the consumers enter in the website, the first thing they will see will be a auto played dress-up game of the Bon Chic Bon Genre Capsule Collection. If they click on the video they will be redirected to the page where they can play the game and see how diffrent peices look well together so they can prepare their orders for when the collection will be available for purchase. The customers who visited the pop up store and participated in the makeover received a code on the back of their photograph, which allows them to buy the collection before other customers. They will have a 72 hour timeframe place their orders before the collection will be available internationally on celine.com/
POP UP STORE PROMOTION IN THE E-COMMERCE PLATFORM
DRESS WITH BOW IN PRINTED SILK
100% SILKCLASSIC FITHIGH NECK WITH BOW WATTEAU PLEATS ON THE FRONT OF THE SKIRT LONG SLEEVES GATHERED AT THE CUFFS SIDE POCKETS
When scrolling through the clothes there will be a mixture of videos and pictures in different sizes so keep the viewer scroll down and consume more and more content. The pictures will vary between pictures of clothes and pictures of models wearing the clothes. The videos will be of models moving in the garments.
9. WEB VISUAL MERCHANDISING FOR PRODUCT DISPLAY
WEB VISUAL MERCHANDISING FOR PRODUCT DISPLAY We will use a display coordinated in a horizontal and vertical. The first impression of those who click to see the capsule collection, will be in a cordinated display. But they will have the option to choose to see "only dresses", "only bottoms" and when the consumer chooses to see more specified items, we will have below other clothing options that would match the first option chosen. Let's consider that the consumer chose to view tops. They will appear in cordinated and in a horizontal way.
WEB VISUAL MERCHANDISING FOR PRODUCT DISPLAY
BLAZER IN COTTON GABARDINE
Finding size - see next slide
100% SILKCLASSIC FITHIGH NECK WITH BOW WATTEAU PLEATS ON THE FRONT OF THE SKIRT LONG SLEEVES GATHERED AT THE CUFFS SIDE POCKETS
Each piece will have its special creative and fun description, giving each garment a personality - connecting with the costumer. This is something that ASOS does today.
WEB VISUAL MERCHANDISING FOR PRODUCT DISPLAY
SELECT YOUR BODY SHAPE
Sometimes while shopping online you might like a garment, but might be indecisive because youre unsure if it will be flattering for your body shape or height. To help the all online costumers, we will insert 3-4 images of different women for each available size - bringing a simple solution to a problem that everyone is facing while shopping online. If a customer is a size 38, is short and has some curves or a 38 and is tall and without curves, images will be shown of two diffrent models wearing the exact same size but with different body shapes. In addition to "showing" in more than one type of model, we will also have models with different skin colors, so that the consumer really knows how the piece will look.
10. SOCIAL MEDIA POP UP STORE PROMOTION
SOCIAL MEDIA POP UP STORE PROMOTION
INSTAGRAM & TIKTOK Together with the preparations of the pop up store opening, Celine will anounce the "posted" on your social network with the #CelineDressUpChallange hashtag for a chance for followers to win the outfit that their avatar is wearing from the dress up game from celine.com, with a video on IGTV explaining how it works so you can participate. Celine also starts with shoppable tags for the first time ever, introducing the Bon Chic Bon Genre capsule. If the customer likes something they see in their feed, they will click on the image and be automatically directed to the sales website celine.com/.
Using filters is playful and can be controlled at the target group level with interests and demographics or by filtering only in a specific geographical area. The user is given the opportunity to use the filter on images that are sent to other users or added to the story. A filter is an added value for the user as opposed to a traditional ad, and those who get the image sent to it get it from their friends, which also helps to make the format feel genuine. The format, random generator, is relevant for the dress up game because it generates a random look from our 15-piece capsule collection. A filter-format that the Instagram fashionista is the most familiar with and would appreciate.
Dres
s Up !
By C ELIN
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Dress Up! By CELINE
SOURCES 1. https://www.dezeen.com/tag/horses/ 2. http://www.siteandinsight.com/smoke-and-mirrors-morereflections-in-the-garden/ 3. https://pngtree.com/freebackground/realistic-brown-wooden-panelbackground-with-wooden-planks_1159312.html 4. https://www.dezeen.com/2018/07/29/chile-stables-matias-zegersarchitecture/ 5. https://micheltelles.faroldabahia.com/dior-inaugura-loja-em-parisdedicada-aos-homens/ 6. www.pinterest.com 7. www.celine.com 8. https://www.popuppens.com/inspirations/the-most-beautiful-popup-stores-of-2017.html 9. https://tomtommag.com/2018/01/meet-mileece/ 10. https://blog.kadenze.com/interviews/mileece-gardening-the-future/ 11. https://www.wearetriibe.com/portfolio 12. www.zara.com/dresses 13. https://www.dropbox.com/sh/oernhxt6tmjjyru/AABQF_KdNgHNhO e1WO6fwTKpa/Renders/Low%20Res? dl=0&preview=INT_V8_LOBBY_FINAL_LowRes.jpg 14. https://www.patou.com/collections/dresses