VISUAL MERCHANDISING & COORDINATION
/COORDINATION
“Visual merchandising is showing merchandise and concepts at their very best, with the end purpose of making a sale” Visual merchandising is a huge component for all fashion retailers. Visual merchandising has many purposes, but the ultimate goal is to make a sale. To do so, visual merchandisers must make sure to portray the proper store image in all aspects of the store’s displays (window display, mannequin display, store interior display, merchandise display). Coordination is the presentation of merchandise on the shop floor through the strategic placement of product to convey the store’s image to the customer. Although shipment days are the main days of coordination (to place new product in the right collections to make merchandise desirable and easy to locate), coordination is an ongoing process that involves moving around product to help generate sales. Zara offers high-fashion trendy pieces in a boutique-like environment. As employees we must maintain and upkeep the visual presentation on the shop floor. Being on Michigan Avenue as the flagship store means we get heavy traffic and results in many busy and hectic days. However, as busy as it gets, we MUST make sure that the floor is presentable and doesn’t resemble a pile of clothes. We want to offer the best in-store experience for customers. This includes customer service and the visual presentation of our product. When done right, visual merchandising establishes a connection between fashion trends, product design, and marketing by combining the creative, technical, and operational aspects of the business. Effective displays will draw customers’ attention and enable them to make a purchasing decision in a short time.
/COORDINATION SOFT VS. CASUAL All sections are divided into soft and casual collections. Think of soft collection pieces as those you can wear for parties, weddings, or any kind of special occasion that requires a child to get “dressed up.” On the other hand, pieces in the casual collection are trendier than soft collection pieces and are for everyday wear—like going to school or hanging out with friends. soft special occasion
casual street style
Little Miss Grant
Little Miss Grant
LADIDA BOUTIQUE
LITTLE MARC JACOBS
CHLOE
KENZO
/COORDINATION AUTUMN/WINTER 2014 COLLECTIONS Each season we receive from corporate the different collections that will be featured in our store. Coordination will be done based on the images and collection information we receive. Zara Kids’ collections are divided in the most part by color palettes.
This is a general color palette for all sections of Zara Kids AW 2014 collection
GIRL/niña soft naturales AREA
base accent
tan, sand tone, neutral, beige fuchsia, red & navy
soft gris AREA
base accent
warm gray, cool gray pink, green
casual naturales AREA
base accent
tan, sand tone, neutral, beige khaki & animal prints, pink
casual gris AREA
base accent
warm gray, cool gray, mauve, blues
black
BOY/niño tan, neutral, taupe, gray blue, red, pink
base accent
soft rojos y topo
denim, blue, cool gray emerald green, mint green
base accent
trendy verdes
warm gray, cool gray, black mustard, yellow, gold
base accent
trendy gris y oros
ARMANI JUNIOR
BABY DIOR
CHLOE
DOLCE AND GABBANA
HUCKLEBONES
KENZO
LADIDA BOUTIQUE
LITTLE MARC JACOBS
LITTLE MISS GRANT
NORO PARIS
PAADE MODE
PAUL SMITH JUNIOR