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M E R C H A N D I S I N G
L O O K B O O K S T O R E R E - D E S I G N FOR LAURA LEE
JEWELLERY
LAURA KLOOS
L A U R A L E E J e w e l l e ry st o r e r e - d e s i g n c r e at i n g a n
O p u l e nt T i m e l e s s S o p h i st i c at e d L u x u r i o u s E t h e r e a l A s p i r at i o n a l R e f i n e d M o d e r n
E X E C U T I V E S U M M A RY I created this re-design to present to Laura Lee as part of a larger project within which a business marketing strategy is being proposed. As part of the process an in depth analysis of the existing operations was undertaken. This covered Marketing, promotion, Press, Social, and retail. This re-design serves as a guide to how the proposed marketing strategy could be implemented in the Laura Lee Retail store.
AIM S A N D P U R P O S E Strengths and weaknesses were identified by a detailed SWOT analysis and based on this a framework was created which outlined the areas and themes that were key to the strategy. The ASPIRE framework (coined by Arian Gibert) outlines the goals and aims which this re-design is designed to address.
A ut h e nt i c S o c i a l ly e n g a g i n g P e r s o n a l I m m e r s i v e R e s p o n s i v e E x c l u s i v e
COLO U R PA L E T T E
This colour palette has been chosen to create an atmosphere and encourage a psychological reaction from the observer conducive to the aims and reflective of the brand. The palette has been chosen to a split complimentary colour scheme. It consists of four colours (Two colours and the compliments).
black/Grey
Psychologically neutral, strong, classic, timeless, Glamour, efficient, substance
Pink
Hues will soften a strong palette Physical tranquillity, Love, femininity, soothing
Green
Balance, rest, restoration, reassurance, peace
GoLd
Luxury, warmth, passion, strong, established, stimulating, sensual, optimism, confident
C U RR ENT S H OP
S H O P R E- D E SIGN
LAYOUT Psychological aspects of consumer behavior in shops have been incorporated to this proposed new layout. Statistics show that the majority of customers move around the perimeter of a retail space in a counter-clockwise direction. In addition, people prefer to shop in the first 70% of the shop. Products available in this area are at an advantage and sell better. “Industry visions for visual merchandising 2020” Researcher Paco Underhill has observed what he has named the “invariant right”. This refers to the fact that when given the opportunity people prefer to, and most often do, move to the right after entering a store. By adhering to these principles whenever possible and designing it so that customers are guided in this direction the shop “feels” better. It is more natural and comfortable for the shopper. When a store “feels” better it operates.
b a lanCe and sy m m et ry Most customers react positively to space constructed to be balanced and symmetrical. Research has been done whereby participants are presented different designs for the same store, some balanced, some not, some symmetrical and others not. The overall result was they preferred balance and symmetry. The research concluded that “preference carries through to the shopping experience.�
H OT S P OTS Make the most of hot spots, (areas of the store that receive high volumes of customer attention.) The strategy proposed does this by Zoning the shop. Laura Lee can deliver effective customer experiences by focusing certain customer activities in different areas of the store. After undertaking a swot analysis of the existing Laura Lee shop and identifying some cool and hot spots i designed this layout based on research to create new more profitable and efficient store which eliminates cool zones and defines new hot spots in deliberately created hot spots. Products placed in at a higher level and produces better sales and additional profits.
ZONE 3
ZONE 1 decompression
ZONE 2 Merchandise
Zone 1 D ec ompre ssion zone The decompression zone is the area a customer enters immediately after walking into the store. It allows the customer to enter the store and adjust to your environment and should be void of product. In this zone: Seating and touch screen table. The editorial press. Displayed in a considered and organized method In quality frames. This will Create an aspirational fashion story of Laura Lee and showcase the reputable and beautiful editorials and features in Vogue, Elle etc.
In this area you can expose customer to Online platforms. Making the on-line and in store platforms more seamless within the shop. Introduces the customer to the Laura Lee brand without pushing product. • Encourages interaction and growth of on-line followers • Encourage experiential engagement • Activate 5 senses without pushing products.
We are post- Nader shoppers; we will believe it when we see, touch, taste, hear or try it.
FOUR SENSES Sound Smell Sight
Excite with trompe l’oeil and layers of texture Lighting Create focus Repetition and rhythm as a merchandising strategy
Touch Product Textures
Good design is good business
Zone 2 M erchandi s e ar ea Open sell area where the focus is all about the product. The “open sell” display strategy allows consumers to touch and try everything. Create Intimate contact between shopper and goods. A sale happens once a shopper takes “possession”, not at the point of purchase. Use props to add depth and interest whilst telling the Laura Lee story whilst presenting product in a fun way. Focus on one product and create story around it.
W hat to h igh l ight? • Best sellers • Stand out pieces that help tell the story.
Di sp lays Considering the high price points of these item better attention should be taken in the display props. The busts in the cabinet at this time don’t do justice to the product and suggest a lower price point and are Damaging the brand message. It doesn’t have to say “shop me”, but rather “take a look at what your walking in on”. The aims are to Entice, inspire and intrigue by creating direction visually and guiding the customers eye. One tool or way to achieve this is to create power displays. I suggest that within this key pieces should be further highlighted for example using light to spotlight key pieces. Use consistency, rhythm and repetition to achieve effective displays. Graphics , signage, images, props can facilitate story telling and give information and define space functions or groupings. Information should be available. Consumers want clear logical information. Simple information like price customer shouldn’t have to ask for key information like price.
zone 3 C ONSULTAT ION AR E A
C O N C LU SIO N
In this area the Laura Lee customer and staff are able to conduct business in an informal but professional way. It provides a space where relationships, rapport, and brand loyalty can be built. One to one attention and a personal customer experience can be delivered.
These recommendations have been carefully considered as a result of thorough research of both Laura Lee jewellery and competitors both in the local vicinity of the store and nationally.
Customization consultations can take place here. A professional sales transaction can take place without it being a sales focussed environment. I propose that the table/desk furniture be round. This is to encourage open discourse which is not dominated by either party and feels inviting and non intimidating. Laura Lee is keen to show how the jewelery lends itself to layering. Encourage this In the consultation zone by showcasing this on touchable displays where buying decisions are being made. Display Product With lower price points to encourage the sale of add ons so that customers do not heavily weigh the purchase because it seems less significant. Place high-end goods, desirable products and/or items that the store would like to quickly sell in hot spots. These will divert customer attention and increase sales.
The investment of this proposed re-design I believe, based on research will result in an increase both in-store sales and brand reputation.