Evaluation

From my research on Stella McCartney and the success of their physical retail presence, I found that in order to improve and grow in the industry they need to follow the emerging trends. For example, designing their own lounge and sportswear collection and move away from adidas, therefore creating more sustainable efforts and attracting more custom. There needs to be more identity within the stores which trickles across all freestanding stores, making it easy for consumers to recognise the brand. Using all this I designed and created a Stella McCartney visual merchandising store mock-up with a new SS 23/24 collection. My main goal for the store was for it to be fully sustainable to reflect the brands ethics, therefore when creating my store, I used all recycled materials to reduce waste even within the production stage. The main colour that flows within the store is baby pink, I chose this as its seen as feminine and has scientifically been proven to promote calmness, also this is the colour which can see seen within breast cancer awareness charities. These are charities close to Stella’s heart as her mother died from breast cancer and she actively raises money for it through her campaigns. My design features a main centre piece, which is a cherry blossom tree, the tree would produce oxygen making the air clean inside the store, relating to the environmental efforts of the brand. To make the store easy to recognise I had the name boldly across the top of the shop and also the logo printed onto the glass window, to draw customers in via the window display. In addition, I added a sustainable icon I designed which can be used across all the fully sustainable stores to gain interest and lure people into the shop to experience this new concept. The aesthetic of the store is really minimal and helps the customer to focus on the garments in a light and airy environment. The range of clothes featured in the shop include a range of lingerie sets with the addition of lounge and sports clothes to pair with it. I wanted to promote self-care and wellness within the garments.