Book four/four (styling/visual merchandising)

Styling & Visual Merchandising Book Four

ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT

ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT ODUCTION INTRODUCTION INTRODUCT

Introduction The final book in the collection starts here. This book will show the decisions that I have made as well as the ways that I have digitally progressed. My initial plan for this book was a photoshoot which I would have done in the Marks and Spencers store where I did my second year placement in. However, with the current crisis I have modified and adapted my work in order to create something digital rather than physical. This book will show the journey of were my research has directed this project as well as the finished product.

The research gathered from book one and three has shown me the gap in the market in which the creation of this book challenges as well as the research from book two to find what the consumer actually want from their high street experiences. All of this combined is what has aided in the design of each croquis which this book will now walk you though up until the final product.

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CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS CROQUIS

Croquis design one..

For these first set of croquis my aim was to create something based around different body shapes so woman could better know their bodies and which type of underwear is best suited to each body shape. This is something which has never really been promoted by M&S as a brand and I thought would be an interesting way to connect to the consumer as generation z and the alphas are interested in seeing this body diversity.

I then used this concept in a window type display which I created on photoshop this was to see how an idea like this would look if this model of croquis was used to create this new way of merchandising.

Styling idea inspiration

Using this design..

This concept was one I originally liked the idea of as a part of my work however, after reflecting upon this although it is something which has not been done by M&S before it is done by other lingerie brands and I am hoping that this campaign will change the way merchandising is done completely so I want a croquis design which has not been done or played out before through other brands.

Creating this was important in terms of my development because it allowed me to see a starting point in this project as well as create my own version of a visual merchandising window display. The display itself is something I really like so although I will not be carrying the croquis forwards I will be carrying on with the message and aesthetic of the room itself.

Idea inspiration

Croquis design two..

For this second croquis I really wanted to be able to make a statement in a new way thinking outside the box to create something more dramatic. The butterfly on this image stems from brand me as it was a logo look that I wanted to be able to keep the aspects of the femininity within and incorporates the 10 words that inspired my brand me to be able to develop onto my 360 campaign.

The layering of lingerie stems from the concept of being able to change the body shape of a mannequin in order to create more diverse models using lingerie alone. I found this to be an effective way of showing body shape/type without creating something which has been done before and is outplayed.

I initially set this croquis out on a black mannequin however I didn’t feel black really fit within my branding so I changed this to give the mannequin more structure and shape as well as not being as dark so the croquis is more likely to draw the eye and still fit in with the M&S branding as most of the lingerie mannequins are white that they currently use.

Styling idea inspiration

Croquis development…

Start to finish how its created…

Croquis design three..

Moving forwards from my second croquis is where the inspiration for this third croquis has come from however, for this one I have only used lingerie which is sold from M&S as I believe this is an important step moving forwards as it is to re merchandise them as a brand to generation Z and the alphas. I chose the underwear that I did as I hoped to be able to use a variety different styles and colours as this would make the design stand out.

I changed the butterfly used on this in comparison to the second croquis as I felt that I would be more effective if used with the other croquis in a display as the butterflies will then not distract from the outcome of the display as the other is a larger array of the butterflies. The colour I changed to grey for this butterfly as this also meant I was able to incorporate my other branding colour as pink and grey are the two colours for my personal branding.

Styling idea inspiration

Croquis development…

Start to finish how its created…

Croquis design four..

This croquis moves forwards with what I have learned from creating the previous two croquis. The difference that this croquis shows though is that it is designed for a more rectangular or apple body shape. I want my croquis to be able to appeal to any body type as the first set of croquis that I made looked into this concept however this is something more out of the box which is not seen in general high street.

This croquis includes all M&S underwear and again looks into different styles of underwear however I have looked into different styles that would still suit someone for the body type that I have tried to achieve. The grey butterfly has been used for this croquis the same as the previous as I feel it is less distracting to the rest of the design.

I chose these colours as I wanted colours which would stand out against each other without showing too much of a contrast. The use of primary colours I feel works effectively to make this eye-catching and appropriate to match any other theme of display that it may be placed in.

Styling idea inspiration

Croquis development…

Start to finish how its created…

Croquis design five..

Croquis five was one of my most favourite to create, same as the previous two it uses only M&S lingerie however for this one I focused more on the way that my branding has developed as I used colours which are stemmed from my branding colours of grey and pink. This allowed me to think of different shades which fit well together in order to create an effective croquis.

This design focuses mainly on the femininity which has stemmed from brand me and looks at making women feel good in their bodies in the lingerie they wear. I feel these colours and shapes of lingerie work well together in order to create this desired look and send the message across.

This design also incorporates a variety of different textures which is created with the different styles. This is something I really like about this design as it gives the overall look more depth. The grey butterfly is used as I feel the pink would bring too much pink to the design so the grey brings a more neutral tone so that there is not too many different shades of pink all within one design.

Styling idea inspiration

Croquis development…

Start to finish how its created…

Croquis…

VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT

VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT VISUAL MERCHANDISING DEVELOPMENT

Croquis in Visual Merchandising..

I looked at using these croquis in the window display room which I made on photoshop. In order to see the way that my croquis have developed I created this display using the croquis before and after I changed the stand and scaled them. This has allowed me to see the difference and how far my work has come by changing different aspects of this.

This was a real turning point in this project as it shows how important that proportion is to realism as although this project is now only digital I still want to be able to focus on creating something which is able to replicate on a physical basis.

The following pages show how each individual croquis looks in the room to a more appropriate scale.

How they have progressed..

Croquis in Visual Merchandising..

ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM

ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM ING DEVELOPMENT GAMING DEVELOPM

Modifying my gaming collaboration..

As part of a collaboration with West Cheshire College we worked with gaming students in which we set a brief for what we wanted creating based around our brand me. My brief was to have a model similar to my second croquis made 3D where the mannequin would spin and see all sides of this. With the current crisis I never received the final copy I just received a 2D version without the lingerie detailing such as lace that it needed. Therefore, I modified this myself in order to create the look of the final outcome that I wanted.

The mannequin itself was based around the brief that I set and I added the desired detailing. In order to make this more futuristic I also added my butterfly for a face which also links it back to my other croquis and brand me as well as the eyes as this look of the eyes on the butterfly is something different compared to usual expectations of mannequin faces. The use of the lace on the sides stems from the initial styling that I created at the start of third year as I loved the concept of the wing that I created for this that I wanted to be able to use this within my work.

The result‌

Using this gaming in Visual merchandising..

Once this mannequin was fully developed I looked back over the visual merchandising room which I created I decided as this croquis was developed that the room itself needed further development too. I liked the way that the side walls sat however I felt it needed more of my initial branding within this therefore I added the pink background for the main back wall. As I still wanted my message from the back wall within the display I used this as a hanging decal instead which brings more of the 3D aspects before moving forwards with a final display.

This croquis works well within this developed scene as I want something which is impactful and not too distracting so I have used the background to spread this message of just being who we are however it does not distract in the wrong way from the developed futuristic croquis.

Prototype created on photoshop..

Sketch-up..

COMING SOON

As I could not do the physical photoshoot as I originally planned I looked into ways this could be done digitally and the way I found most interesting was sketch-up. The reason I chose this concept is that I liked the idea of being to create something which was 3D digitally.

COMING SOON

3D modelling for visual merchandising‌

SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT

SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT SKETCH-UP RESULT

Sketch-up design‌

Sketch-up was a completely new skill to me as its a software I have never used before however the experience was one that was worth while as it allowed me to create my vision. It was interesting to learn and took a lot of patience however I enjoyed being able to learn this skill to be able to develop my physical image to a digital image.

Using sketch-up I have created my own digital store to show what the croquis I have created will look like in a window display as well as in poster form for the outside of a store. This window display incorporates the wall coverings I designed for my photoshop prototype, the gaming collaboration modification, and a pink roof colour as this links my original brand me.

This kind of software could be used as prototype to see the way things will look in merchandising moving forwards with the digital generation however could be a way for online only brands to show a digital shopping store moving forwards.

THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ

THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ THERING CROQUIS FURTHERING CROQ

Developing croquis After creating my croquis and using the designs from them to modify my gaming and creating my 3D digital store I still felt something was missing from my work. This is where these further croquis developed have come from as stands are not just full body in stores there’s different sizes such as just bust, just bottoms, 3/4 mannequins so I believe this is an important thing to consider within my work.

Therefore I created two different colour ways using underwear sold in M&S in order to create a bust mannequin. These types of mannequins can be used in the same way as the full length stands in windows or middle of store displays however can also be used on high shelf stands above the lingerie that is being used to display it as a selling point.

Different types of mannequins

Conclusion…

Without the research and understanding from the first three books this would not have been able to progress into the merchandising changes that I have been able to create. Creating something digital rather than physical has been a new change for me as a marketer however has been the most interesting to create so I am glad that this digital route has come into this project.

It has been challenging along the way however the final outcome and development have been worth the work and I hope to be able to make future changes such as this as I move forwards into my career post graduation.

Book Four/Four