“VM CREATIVE - PETER ENGLAND” A Internship report submitted to Department of Fashion Communication NIFT-Bengaluru In partial fulfillment of the degree of Bachelor’s of Design in Fashion Communication Guided By Mr. Sanjeev CM Assistant Professor Submitted by Meenal Lather Fashion Comunication 7 061275500021
Department of Fashion Communication National Institute of Fashion Technology Bengaluru - 560102
PROJECT 1 ‘Pete’ by Peter England
PROJECT BRIEF Peter England’s launcing a new denim wear brand called ‘Pete’ which will have its exclusive stores. The objective of this project was to understand the brand personality, and target market and also understand the competitor brands in the market. The purpose was to suggest mannequins and VM props for the store that will complement the interiors designed by the VM team as well as reflect Pete’s personality.
JONAS AND LIV MANNEQUINS •
These mannequins are very versatile as different finishes are used for different parts.
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The detachable wireframe head gives a mechanical and grunge look and feel.
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Mix of finishes look trendy and gives an overall modern and industrial feel.
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Movable hands give realistic and playful vibe which would appeal to youngsters.
NO FINISH MANNEQUINS •
These mannequins deliver an outdoor, tough attitude associated with the biker look.
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Raw mannequins with no finish gives an industrial grunge look and feel.
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Kept against red/brick walls and graphics, these mannequins bring an overall young and energetic vibe to the store.
PROP SUGGESTIONS FOR
PETE
VINTAGE MARQUEE LIGHTS
PULLEY WHEELS
CHALKBOARD GLOBE
BELL JARS
SOUVENIR TOOLBOX
HIGHWAY SIGNAGES
PIPELINE LAMPS
RUSTIC GEARS
SPANNER HOOKS
LICENSE PLATE CONTAINERS
PROJECT 2 Peter England Generation
PROJECT BRIEF This project consists of four sub projects to be worked upon in the Peter England Generation Store in Indiranagar, Bengaluru which are broadly classified into following categories: - Mannequins -VM Props -Wall Display -Accessory Unit Design As the topics differ in area and the type of work, the specific brief and objective is explained with along with each sub project.
PETER ENGLAND GENERATION CONCEPT STORE •
Caters to the journey of today’s generation through different life stages.
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Ground floor - Casual Wear First floor - Casual Work Wear Second floor - Formal & Ethnic Wear
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Varying visual identities appealing to each group on every floor.
4 LIFE STAGES : UNDERSTANDING THE TARGET MARKET • Early 20’s College going youth, dreaming about future, versatile, experimental, getting ready for responsibility. • Mid 20’s Early years of career, new to corporate space, creating impression, opportunist, navigating their way forward. • Late 20’s Embracing new phase with life partner, multiple responsibilities, roles, to be the best in each of them. • Early 30’s Investing in re-discovering, rejuvenation. Mature, keeps the young side of him alive.
SOPHISTICATED YOUNG ACHIEVER HONEST OPPORTUNIST AMBITIOUS RESPONSIBLE VALUE FOR MONEY NEW FOUND CONFIDENCE
SINCERE CREATING IMPRESSION
I. Mannequins Project Objective: To conduct a market study on different types of mannequins used by competitor brands To identify problems with the existing mannequins in Peter England Generation Store Indiranagar and to provide suggestions on the basis of research and observations. EXISTING MANNEQUINS •
The postures make mannequins look lethargic and less attractive.
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Inconsistency due to different colours.
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Disconnected, doesn’t communicate with customers.
SUGGESTED MANNEQUINS •
Casual abstract mannequins
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These mannequins look young and sophisticated at the same time.
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Casual wear, casual work wear, formals as well as ethnic will look appealing on these mannequins.
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The expressionless face works as an advantage as there is no constrain, different age groups can relate to it.
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Preferably beige in colour as it will stand out against white as well as brick wall background of the store. Also, beige/ skin colour is more relatable, requires less maintenance.
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Single coloured mannequins bring more consistency to the store.
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The wide range of poses make it more versatile and suitable for any type of collection.
II. VM Props Project Objective: To suggest in-store props for each floor in Peter England Generation , Indiranagar keeping in mind the look and feel of the store and the generation concept i.e. the props should cater to different age groups and categories. KEYWORDS • CASUALS - Ground Floor Adventure Social life Self image Experimental Independent • WORK CASUALS - First Floor Workspace Organized Multitasking Creating impression Reunions • FORMALS - Second Floor Status Wisdom Sophisticated Recognition Premium
III. Wall Display Project Objective: To create a wall display for the staircase wall in Peter England Generation Store, Indiranagar according to a relevant concept and theme. Identify key problems with the existing display and suggest changes. EXISTING WALL DISPLAY •
The pictures need to convey the generation store concept.
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The elements should cater to different life stages of a man between his early 20’s and early 30’s.
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The items displayed should leave a mark in customer’s mind and should have high recall value.
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Customers need to feel the emotional connect and relate with the elements displayed.
CONCEPT •
To display milestones in a man’s life from early 20’s to early 30’s.
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To celebrate achievements in life, important events and moments with friends and family.
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To showcase an overall journey by building an emotional connect with the customers.
MILESTONES
Road trips with friends
Graduation
Sports achievements
First paycheck
First house
Getting married
Memorable trips
Reunions
Expecting baby
Promotion
IV. Accessory Unit Project Objective: To suggest a fixture design for the accessory unit to be placed next to the cash counter in Peter England Generation Store, Indiranagar.
EXISTING ACCESSORY UNIT •
Accessory types : Ties, belts, socks, handkerchiefs, boxers and vests
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Different accessories need to be displayed differently on the basis of their use and quantity.
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Less quantity of merchandise need to be displayed for a neat and presentable look.
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Same merchandise need not be repeated in case of less variants.
DESIGN INSPIRATION
SUGGESTED ACCESSORY UNIT DESIGN •
Ties could be displayed on the wall in a grid structure, rolled in a certain fashion or simply hung so that it looks neat and appealing.
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A separate fixture to hang belts and socks in front of the wall.
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Another fixture to accommodate vests and boxers next to the previous fixture.
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Since, there aren’t much options for handkerchiefs, it could be kept on the cash counter itself.
DISPLAY REFERENCES
ACCESSORY UNIT FOR SOCKS AND BELTS
ACCESSORY UNIT FOR BRIEFS AND VESTS
PROJECT 3 Visual Identity For SS’ 16
PROJECT BRIEF To develop visual identity for the Spring Summer 2016 collection “Back to Happiness�. This Khadi based collection would be showcased in the Peter England Trade Show. The objective is to come up with a logo or a wordmark to represent the core elements of the collection which could be furthur used for invites, posters, tags etc.
SS’16 :
Back to happiness KEYWORDS • • • • • • • • •
Handcrafted Gandhi Formal Ethnic Traditional Organic Simplicity Woven Back to Basics
H A P PIN
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