Visual Merchandising Trend Journal Jenn Campbell FASM 440 Visual Communications in Fashion Professor Daniel Green
Table of Contents
2
Title Page........................................................................................1 Table of Contents....................................................................2-3 Captivating Storytelling: Saks Fifth Avenue....4-5 Altered Perception: Hermes.......................................6-7 Compartmentalized: Gucci........................................8-9
Reoccurring Motif: Fendi...................................10-11 Anatomical Interest: Galeries Lafayette......12-13
Angular Brilliance: Harvey Nichols.............14-15 Statement Making: Harrods..............................16-17 Illuminated Color: Dior.........................................18-19
3
Captivating Storytelling 1/12/16
Saks Fifth Avenue As part of their holiday 2015 windows display, Saks Fifth Avenue debuted their “Winter Palace”. The “Winter
Palace” was made up of windows that transformed wonders of the Earth such as the Great Wall of China, the Colosseum, and the Great Barrier Reef into wintry fantasies. Along with the window displays, Saks showcased an enchanting light show involving more than 225,000 individual points of controlled light. The display took more than 10,000 hours to produce and more than 250 individuals internationally and domestically helped create it. Additionally, guests whom attended the big reveal received Xylobands, LED wristbands that synced with the light show on the building to envolve the audience and extend the lights beyond the facade. I believe the strongest aspect of these windows is that they create an extremely captivating story. This is something that I have noticed trending throughout store’s visual merchandising displays. Window displays are created to stop people on the street and intrigue them enough to draw them into the store to see what this brand is all about. And that is exactly what I believe Saks has done with their holiday 2015 windows. By creating this fantastical winter palace story, Saks is making a statement as to what they believe holiday 2015 looks like while shopping at Saks Fifth Avenue. Each window makes a statement all on their own. However, having them all lined up next to each other and wrapping around the building creates an interest that captures your attention and makes you want to keep walking until you’ve seen all of them. The use of light and color in these windows really stands out to me. The colors are extremely vivid with a lot of icy blues, purples, and winter whites. The lighting is often focused on the mannequins adding a lot of attention to their details as well as their highly decorative garments. Another thing that has fasinated me about these windows is that they are so extremely well done and intricate. The attention to detail is definately there when it comes to these windows. It is almost as if you could walk past them everyday and each time discover something different about them. I also like that each window is framed. It’s almost as if we’re looking at snapshots of this winter palace and the type of scenes and activities that would take place there. Overall, I believe that these windows have effectively implemented this storytelling trend allowing for the viewer to become intrigued into what is happening at Saks Fifth Avenue this holiday.
4
Sources: - http://pro.windowswear.com/search - http://www.amny.com/lifestyle/saks-fifth-avenue-transforms-into-the-winter-palace-with light-show-and-window-display-unveiling-1.11155433
Altered Perception 1/23/16 Hermes For their November 2015 windows, Hermes brought in artist Nina Saunders to create a surrealistic soiree
with a twist. The twist being that all the guests were four-legged chairs. Saunders regularly shops auctions, junk shops, and the occasional pile of garbage for vintage and antique furnishings which she then transforms into sculptures. Then she creates personalities for each of her findings by stuffing them or rearranging their legs. However, for the Hermes windows, Saunders took things a step further by dressing the chairs up in furs, heels, and the house’s marvelous silks. I believe that these windows showcase the visual merchandising trend of altering perception. Whether it’s completely flipping a room to look as though it’s upside down or making solid objects apear to be twisted, this trend has been very popular amongst retailers. I think there is just something about seeing a display in a window that is so unexpected that just draws the viewer in. In these windows particularly, Saunders had originally planned on posting the fanciful descriptions of each personality on to the windows. However, when she saw how people passing by paused to create their own narratives, she decided against her original plan and let just let the viewers imagination run. I have to agree with her choice as I believe the windows are more powerful standing alone than if they had descriptions on them as well. The use of props in these windows I found to be very important in creating this altered perception. Not only was the selection of props important in creating these personalities, but also the placement of them. I think it was an interesting way to showcase the furs, silks, and accessories within the windows. In a lot of the windows the props themselves were the main source of color which created a statement about each of the displayed items. The lighting in the windows also helped emphasize the displays by creating interesting shadows within the negative spaces. Overall, I think these windows are very fun and playful. They allow for the viewer’s imagination to run free while embracing this twisted kind of fantasy. Being in a time where shoppers are so accustomed to seeing loads of merchandise in window displays, I think doing something the eye doesn’t expect creates a lot more interest. I believe Hermes has made a smart decision by bringing an artist in to help with their window designs. These sculptures truly come to life and challenge your creative and imaginative mind.
6
Sources: - http://pro.windowswear.com/search - http://www.architecturaldigest.com/story/hermes-holiday-windows-2015
Compartmentalized 1/26/16
Gucci Gucci’s November 2015 window designs channel inspiration from Alessandro Michele’s 2016 women’s cruise
runway show. Each window is completely covered in Herbarium prints. Not only are the walls of the windows hidden by the pattern, but so are the floors, chairs, and mannequins. The scenes within the windows were also created to interest both men and women. The wallpaper is printed emerald green for the men’s windows and cerise for the women’s windows. I believe these windows are a good example of the visual merchandising trend that incorporates a lot of compartmentalization. Within each window there is almost a doll house effect. The eye is given a main point of interest with the mannequins, but then is drawn into the surrounding compartments each holding something uniquely Gucci. While the compartments are all contained within an outlined square, they are not all the same size which I find creates a lot of visual interest. While the windows may look like they have a lot going on, they are actually well organized and thought out. I think the use of the Herbarium print was also a good choice. While it’s a beautiful print on its own, it acts as a neutral background for all of the pops of color coming from the Gucci merchandise. By having this same print on the walls and on the mannequins, it really allows for the clothing to become the main focal point. Another aspect of these windows that I think Gucci did well was the lighting. A lot of shadows were able to be created within all of the compartments which allows for the display to appear even more dramatic while still keeping the emphasis on the merchandise. Overall, I believe these windows are extremely eye catching and make a huge visual impact. I think this compartmentalization trend is a great way to showcase a lot of product within the window in an interesting way. I also think it was successful the way Gucci incorporated their own aesthetic through the use of the Herbarium print, fun mannequins, and bright colors. The windows do a great job at giving customers a sneak peak at what the store has to offer inside. While walking by, there is no mistaking that these would be Gucci windows.
8
Sources: - http://pro.windowswear.com/search - http://hauteliving.com/2015/10/gucci-unveils-haute-new-window-design-con cept/587800/
Reoccurring Motif 1/29/16
Fendi For their holiday 2015 windows, Fendi presented their Fendi ID-ea capsule collection. The overall theme
for this collection was the Fendi light bulb, synonymous of Fendi’s creativity without boundaries. Representative of the brand’s identity and thinking outside the box, the Fendi light bulb creates a statement within the windows. The Fendi ID-ea capsule collection is energetic, festive, and characterized by colorful, soft, and gentle shearling products. This energy was then translated into Fendi’s holiday windows to create an interesting design using the repetition of the light bulb. I believe the strongest aspect of these windows was the use of the light bulb. Fendi’s windows are a good example of this reoccuring motif trend throughout visual merchandising. The light bulb is used within all of the windows, ranging in size, color, and placement. This theme was as literal as placing giant light bulbs at the foot of a mannequin, to creating an outline of a light bulb through the placement of smaller light bulbs. By creating this repetition throughout all of their windows, Fendi was able to create a cohesive window display experience. The lighting within these window displays was also very important. In the windows with the mannequins, the lighting highlights the mannequin itself darwing attention to the merchandise. However, in the window with the outlined light bulb, the lighting creates these interesting shadows as it plays off of the glass of the light bulbs. This same effect happens again in the window with the wall of light bulbs. It’s interesting to see how Fendi brought light to their light bulb displays without ever having to actually plug them in. I think Fendi’s color scheme was also very effective. By only using shades of orange, blue, and white the windows all felt very cohesive. Overall, I believe these windows are successful at creating a statement and at really bringing to life the Fendi ID-ea collection. The displays are fresh, fun, and eye catching which I think resembles the energy of Fendi as a brand. By using something as simple as a light bulb as a reoccuring motif, Fendi was able to create a story behind what the Fendi ID-ea capsule collection is all about.
10
Sources: - http://pro.windowswear.com/search - http://lesfacons.com/2015/11/04/le-look-fendi-id-ea-capsule-collection/
Anatomical Interest 2/8/16
Galeries Lafayette For their January 2016 windows, Galeries Lafayette created their version of the minimalist anatomical visual merchandising trend that has been apearing in retail stores recently. Most commonly this trend has been done with the use of mannequin arms and legs to showcase primarily accessories. However, I think Galeries Lafayette took this trend in an interesting new direction. Galeries Lafayette really took into consideration the color, item placement, and overall angular perception of their windows. With these three factors in play, I believe they were able to create eye-catching windows that may make you question the store’s intentions. I think one of the most interesting aspects of these windows was the choice of positioning and placement of the items within the space. It’s not expected to walk by a window and see the lower half of a mannequin placed upside down on a pedestal or to see sets of legs hanging from the ceiling. Not only is the placement eye-catching, but it also is the perfect way to create emphasis on a particular item in the window. For example, the upside down legs of a mannequin draw attention to the shoes placed on them. I believe this makes a dramatic statement about those particular shoes. The use of color in this window is also quite striking. The windows speak volume to the importance of neon colors for the season and how they can be done in this kind of minimalistic-abstract kind of way. The layout of the colors are also interesting as they are in these kind of angular geometric forms. The lines and angles draw your eye in and move it around the entire space of the window. While there are very few props in these windows, it is amazing to see how color and forms can create just as much interest in a window. The use of levels was also very effective throughout the windows. Pedestals were used, forms were hung, and limbs were placed in interesting ways. These levels also helped move the eye throughout the window while also placing emphasis on certain items. Overall, I believe Galeries Lafayette created a visually compelling concept for their windows. Their use of fixtures and color is very unexpected yet impactful.
Sources: - http://pro.windowswear.com/search
12
Angular Brilliance 2/15/16
Harvey Nichols For their February 2016 windows, Harvey Nichols created these absolutely stunning and impactful windows
for their London store. While the windows don’t have any obvious references to outer space, it seems as though these windows still could have been inspired from the outer space trend currently taking place in visual merchandising. Personally, I feel like these windows have a strong other-worldly feeling to them. Harvey Nichols really pushed the boundaries with creating interestingly dynamic windows. The use of color, mannequins, lighting, and props all play a huge role in the effectiveness of the windows. I think a very interesting aspect of these windows was the choice of mannequins. All of the mannequins are in very unique and dramatic poses which I believe compliment the overall theme very nicely. Not only are the mannequins themselves eye-catching, but they add a theatrical element to the windows which I find very compelling. The use of this almost sheer fabric or plastic material to suspend the mannequins in their position I think added an interesting effect. It almost reminds me of puppets which again create this kind of theatrical component. Color creates an amazing effect in the windows as well. The use of these saturated blues and purples really comes across as visually pleasing to the eye. Lighting is primarily used to add emphasis to the mannequins in the windows however it also highlights certain areas of the angular form within the window. This, in turn, makes the form appear almost illuminated making a very visually compelling impact. Because of this the form, to me, appears almost like an abstraction of the facets within a diamond. And lastly, I found it interesting how Harvey Nichols decided to display product within the windows. By placing product on the platforms of this angular form, I think it created a nice showcase for the items. However, the displays I don’t think distract from the overall windows. They blend with the theme very well. Overall, I am very impressed by the intricacy of the windows and how they create such a brilliant impact.
Sources: - http://pro.windowswear.com/search
14
Statement Making 2/22/16
Harrods For their February 2016 windows, Harrods made a major statement referencing their home location. The
Harrods windows played off of the theme “London Calling.” It seems that it has always been a popular trend to make major statements or reference a brand’s heritage within window displays. Throughout these windows, Harrods places emphasis on their London heritage while making reference to iconic London icons. The result is some incredibly eye-catching windows. One of my favorite things about these windows is how Harrods really created this fresh, fun, and young intrepretation of a London lifestyle. Harrods use of graphics really drives this home for me. The fonts they decided to use are very fun and have an edge which I think depicts London very well. I also love how each window is a different representation of “London Calling.” From the repeated use of the phone booth to the display of megaphones, the theme is clearly represented. Color is also a major factor in these windows. Their decision to have this hot pink background color and then all black mannequins and props really creates a lot of contrast. Not only does this make the windows stand out, but it also really adds to the edgyness that the windows have. The lighting used in these windows also adds to the overall boldness of the windows. The shadows created enhance the theatrical elements that really capture the eye. And lastly I think it’s importnt to note how Harrods used repetition throughout their windows. Whether it was the repetition of a certain prop or mannequin, it created a statement that clearly communicated the theme. My personal favorite was the way Harrods repeated the phonebooth in a really unexpected way. Overall, Harrods paid homage to their heritage in a statement making kind of way. These windows are eye-catching and dramatic making them interestingly pleasing to the eye.
Sources: - http://pro.windowswear.com/search
16
Illuminated Color 2/29/16 Dior
For their February 2016 windows, Dior created visions of illuminated color. The windows are pretty minimalistic in the sense that they do not have very much product in them. However, the way that Dior used light in these windows completely fills the space. This trend of incorporating statement making lighting within windows has been quite popular amongst retailers. It’s interesting to see how Dior took this trend and made it work for their brand. I think the most obviously impactful aspect of these windows is the lighting. The repetition of these vertical beams of light really creates a statement as well as fills the entire space of the window. The lighting placed on the mannequins also brings attention to the garments being displayed however they don’t take away from the overall impact of the tubular lights in the background. I think it was a good decision of Dior to keep the product in the windows down to a minimum. Not only does this keep the window from looking too cluttered, but it also allows for a statement to be made about these select few items and their importance to Dior this season. The use of color also plays a huge role in these windows. It seems as though cool colors and warm colors were used in contrast to each other. For example, where blue lighting is used in the background there is an orange rust colored dress on a mannequin placed in front of it. Repetition was also used quite a bit in these windows. From the repetition of mannequins to the repetition of product, this visual merchandising technique makes a powerful statement. And lastly I think it was a smart decision to showcase Dior’s product in these glass boxes. The glass boxes create the illusion that the bags and shoes are floating in mid-air. They only become noticeable when you look closely and see the illumination of the lights on the reflection of the glass. Overall, Dior created an extremely eye catching display that literally lights up the street. They took the power of color and light and were able to combine them in such a way that gave you no choice but to stop and stare.
Sources: - http://pro.windowswear.com/search
18