Corella: Visual Merchandising Extracts

Spring/Summer 2013 Visual Merchandising Proposal Visual Extracts

Figure. 1 Style mood-­‐board (Various images from Woodall & ConstanEne, 2008)

Figure. 2 PPM (House of Fraser head office, annotated to include Corella)

Perceptual PosiEoning Map showing where Corella sits in the UK market. Products retail at a similar price as Ted Baker and French ConnecEon, however provide higher fashionability, rivalling more affordable Topshop and sister brand KaEe Day however for a broader target market, less fast fashion, more luxurious items for the professional woman.

Figure. 9 SilhoueVe board, WGSN (Evans, 2012)

Figure. 10 Colour board (WGSN womenswear team, 2012)

Figure. 11 Trend board, WGSN (Preston, 2012)

Figure. 40 Store InspiraEon Board (Mixed media, refer to Bibliography)

Figure. 41 Mannequin SelecEon Board (ProporEon London Catalogue)

CORELLA: Floor Plan for Concessions

10m

Other Walkway

Other Brand Area

4m

Main walkway of Department

Figure. 46 (Drawn personally)

Scale: 1 x 100

CORELLA: Floor Plans for Concessions

Till

Accessories

Outerwear

Skirts/Trousers

Daywear

On trend evening wear Figure. 46 (Drawn personally)

CORELLA: Floor Plan for Concessions There are many entrances to the area from two different walkways and a different brand’s area, so an ideal path is difficult, however the following one has been decided.

Figure. 46 (Drawn personally)

CORELLA: Floor Plans for Medium stores 10m

Back Street

Other building/Store

10m

High Street Figure. 47 (Drawn personally)

Scale: 1 x 100

CORELLA: Floor Plans for Medium stores

Casual wear

Changing rooms Day Handbags

Work wear Till

Evening wear

Evening Accessories Figure. 47 (Drawn personally)

CORELLA: Floor Plans for Medium stores

Free-­‐flow layout applies giving no obvious path. The pictured route is the ‘ideal.’

Figure. 47 (Drawn personally)

CORELLA: Floor Plans for City Flagships 20m

Back Street

Other Building/Store

10m

High Street Figure. 48 (Drawn personally)

Scale: 1 x 50

CORELLA: Floor Plans for City Flagships Work Wear

Planogram locaEon

Till

Casual Wear Handbags

Changing rooms

Evening Wear

Mannequin window displays

Evening Accessories

CORELLA: Floor Plans for City Flagships

Figure. 48 (Drawn personally)

No obvious path in free-­‐flow approach. Pictured pathway is the best way for customers to view enEre range.

Figure. 49 (Mixed media, refer to bibliography)

Figure. 50 AllocaEon of collecEon (Mixed media, refer to bibliography)

CORELLA: Mannequin display for planogram in detail Head piece of mannequins

Mannequin 2. Citrus yellow maxi dress (style. 4) on 1875 model.

Styles 3 and 4 are predicted to sell well, so is focal point of display.

Mannequin will be posiEoned on top of a small plinth, creaEng triangulaEon.

Stand for mannequins

Mannequin 1. The 1910 shape, dressed in shirtdress with a pop plasEc color (style. 7) and lightweight jacket (style. 2)

Mannequin 3. FiVed dress in purple/white checkerboard print (style. 6) on 1930 model, showcasing flaVering shape.

Colourway of selected garments: Figure.51 Mannequin display in detail (Mixed media, refer to bibliography)