Vm Retailers

Molly Chmiel Kate Schaefer Visual Merchandising I 15 March 2018 Project #2 I decided that my first bust form will be featured in Gucci’s women department. The prop I created will also be featured in Gucci’s women department and will be used to hold accessories. I chose to display my designs in Gucci because I believe the bust form and prop fit the retailer well. The abstract and colorful aspects of the designs coincide with Gucci’s colorful brand and their overall store aesthetic especially the aesthetic of the latest collections from the brand. Gucci is a luxury brand, so their target market reflects that. Gucci’s target market consists of high income and wealthy individuals many of these individuals are celebrities. The brand has clothing for both men and women and caters to a broad age range. This broad age range consists of individuals age 20-50 and beyond. Their target market is on trend and bold which coincides with the display props and bust form well. The prop and bust form I designed, are bold in color which fits the current aesthetic of Gucci and its customer. The overall shape of the bust form is abstract and bold as well. This abstract shape goes well with Gucci’s abstract and bold aesthetic that Gucci’s fall/winter 2018 collection showcased. Both the bust form and the prop also go well with Gucci’s signature color palette. The bust form’s bands of color feature different tones of Gucci’s classic green and red color palette. The prop also features Gucci’s signature red and coordinates well with the reds used in the bust form. The shape of the prop also pairs well with

the bust form, for it is abstract as well. The prop can be used to hold a handbag on either side which works well with the retailer because Gucci is known for their handbags.

For my second design, I decided to design a bust form for Topshop’s junior section. I chose the retailer Topshop because I liked their bold aesthetic and thought my bust form fit Topshop’s overall aesthetic and target market well. Topshop specifically caters to women and has a separate retailer for men. Topshop caters to a younger range of women. This target market includes fashion and trend loving younger women age 15-30. These women are trendy, individualistic, and youthful in what they wear. Since Topshop targets a younger age range, their prices are more affordable than other retailers. The bust form created represents this youthfulness well. The bust form features colorful and bright aspects which gives a youthful feel. This youthful feel coincides with the overall youthful aesthetic of Topshop. The colorful and bright nature of the bust form also correlates with Topshop’s upcoming summer clothing and the overall boldness of Topshop’s products. Yellow is a main color used within each of the circles in the bust form. Recently, yellow has been a trendy color especially for the upcoming spring and summer season. The use of a trendy color will appeal to Topshop’s trend loving customer and will draw attention to the bust form and the things around it. I believe that the colorful aspects of the bust form will allow it to stand out among the mainly white and black interior of the store.

The geometric modern shape of the bust form also fits well with Topshop’s modern store interior. Topshop is known for their trendy and bold clothing which overall fits my bust form design well. Also, because the bust form is a non traditional take on a classic bust form shape, the bust form correlates well with Topshop’s merchandise which consists of plain basics and bold trendy pieces. Through the use of color, boldness, and design, I was able to create bust

forms and props that correlated well with two different retailers and departments within those retailers.