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Coursework 2 Marketing Techniques & Strategy 2 Subject: Fashion Buying and Visual Merchandising Teachers: Germiniani , Tailor By Tamara Natsvlishvili, Level 5A. Fashion Marketing & Communication 2019/20.
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Introduction Fashion Buying
Visual Merchandising
1. New Concept & New Market. 1.1. Philip Plein Galleria. 1.2. Seoul, South Korea. 1.3. Korean Luxury-Shoppers.
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2. Pre-Purchasing Campaign. 2.1. Philipp Plein S/S 2020. 2.2. Seasonal Trends. 2.3.Target Analysis. 2.4.BuyingConcept&Assortment. 2.5. Code's System. 2.6. Fabrics. 2.7. Colours & Print. 2.8. Line Sheets. 2.9. Budget Allocation & OTB.
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3. During-Purchasing Campaign. 3.1 Burying Order.
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4.Post-Purchasing Campaign. 4.1.Sales Forecast & Markdown
1.The brand Philipp Plein. 2.The Concept. 3.Location, South Korea. 4. Leo Villarreal 5. Sustainability 6. Atmosphere: the 5 senses 7. Store's Layout. 8. Customer's Path. 9. Product Category. 10. Store's Planograms. 11. Windows Display. 12. Furniture & Props. 13. Seasonal Colours & Prints. 14. Six Months Plan. 15. Tags & Security Tags 16. Brand Guidelines. 17. Staff Etiquette. 18. Staff Uniforms. 19. VM Budget.
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5. Buying Conclusions.
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References 5
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Introduction As stated in course work 1 distribution report, Philip Plein is ready to open one more store in South Korea with shop-in-shop in newly opened Department Store The Galleria in south of Seoul. The first part will be dedicated to the buying Campaign of the store’s launch collection S/S 2020, the second part will propose a Visual Merchandising Book for the store’s staff.
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Fashion Buying Part 1
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1. New Concept & New Market.
Designed by OMA / Chris van Duijn, the Department Store Galleria in Gwanggyo, south of Seoul
Location 10
1.1 Seoul ,South Korea.
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1.2 Korean Luxury Shoppers
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2. Pre-Purchasing Campaign. 2.1. Philipp Plein S/S 2020. Philipp Plein S/S 2020 collection
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Inspiration
The atmosphere is a high-volume, unapologetic roar of Mad Max attitude. The collection was inspired by rock and roll. An arsenal of Plein logos and symbols, and dragster flame artwork energise the denim. Elsewhere, tailoring comes in sequined stars and metallic animal patterns. An exclusive collaboration with the legendary gods of shock rock KISS adds a final power chord. The band’s official logo appears throughout on patches, t-shirts, suits and dresses. As their foot-stomping song goes: get ready to rock and roll all nite.
Sections
The collection is mixture of men and women’s looks, starting from more casual urban wear leather and denim outfits and ending with more classy and elegant looks. Among them: metallic, glam metal, floor-length flowing gowns, studded corsets, multi-layers of heavy jewelry, python biker jackets, vampire mouth print and animalier patterns.
Ready to wear (Men and Women)
Outwear( Biker and denim Jackets, Blazers) Swimwear (2 looks of swimming bodysuits), Dresses ( floor-length gowns, Mini, Maxi) Tops (Blouses, seethrough tops, Jumpers, hoodies, t-shits, chainmail mesh, studded corsets, waistcoats) Bottoms ( skinny and boyfriend Jeans, trousers, mini and midi shorts, mini skirts, leggings, sweat pants)
Accessories
Footwear (high-vis and low top sneakers, pumps, thigh-high buckled boots, heeled and flat sandals, bootie high heels, Decollete hi-heels) bags (Clutches, satchel studs, shoulder bag studs, mini shoulder bags, tote bags, backpacks, mini backpacks, pouches, travel bags) Scarves, rock and roll headbands-scarfs, small leather goods) Jewelry (earrings, necklaces)
Leading colors 14
Black, white, silver, navy blue, hot pink, neon yellow, lavender purple, shamrock green, dark red)
Price and positioning
Competitors’ Positioning Map
Due to the high-quality and high-priced products, the collection has a high (supreme luxury) positioning.
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2.2 Seasonal Trends
Taking into the consideration, the fact that new Philipp Plein store will be opened inside the Department store as a shop-in-shop, the trends’ analysis for the Spring/Summer 2020 will focus on both trends emerging from macroenvironment (Korean fashion) and trends from micro-environment ( Philipp Plein competitors in town and department store)
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General Trends S/S 2020 Cut Out And Keep
Women S/S 2020
Neon Signs
Tropical Nights
Shorts Suit Story
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Men S/S 2020 Open-Shirts
Short Shorts
Animalier Prints
Biker Jackets
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Korean trends for 2020
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Athleisure
Statement Blazer
Blush Tones Oversized Tops
Monotone
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Logos
Accessories!
Competitor’s Trends 2020 Women’s trends for S/S 2020
Philipp Plein’s competitors in South Korea are Saint Laurent, Alexander Wang, Dsquared2 and Rick Owens. They all have DOS in Seoul and share some similarities in terms of high-positioning, style and target. Saint Lauren and alexander wang are located in the other branch of Galleria department store. For the newly built Galleria branch, where the Philipp Plein store is going to open according to this project, the competitors were unable to identify yet because the department store is brand new. However, those brands can be potential competitors within the department store, since they are already part of the same chain (The Galleria).
Shorts on suit
Philipp Plein S/S
Alexander Wang S/S
Saint Laurent S/S
Dsquared S/S 2020
Saint Laurent S/S
Rick Owens S/S
Cut out and keep
Philipp Plein S/S
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Alexander Wang S/S
Women’s trends for S/S 2020
Men’s trends S/S 2020 Biker jackets
Animalier story
Philipp Plein S/S
Saint Laurent S/S
Philipp Plein S/S
Dsquared S/S 2020
Black elegance
Philipp Plein S/S
Saint Laurent S/S
Alexander Wang S/S
Rick Owens S/S
Leather
Saint Laurent S/S
Alexander Wang S/S
Rick Owens S/S Philipp Plein S/S
Boxer shorts
Alexander Wang S/S
Saint Laurent S/S
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Dsquared S/S 2020 Rick Owens S/S
Rick Owens S/S
Trends Conclusion To conclude, Korean Market will be proposed looks from S/S 2020 collection which are characterized by athleisure which is comfortable yet chic, Oversized hoodies which Koreans seem to love and Philipp Plein’s latest collection have lots of them, Statement blazers with different print including animalier. Considering colors, blush tones will be the key (Pinks and purples in new blush tones have become a hit with Koreans) combined with silver shiny hues, animalier prints and more monotone colors will be the must-haves.
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2.3 Target Analysis
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Buyer Personas
Woo-hyan Kim
Jichang Wook
Anton Lapenko
Fashionable- Confident-Exhuberant
Innovative – Cosmopolitan – Social
Posh-Fashionable-social-Showy
Demographics: Female, 20-35 years old. Seoul, S. Korea
Demographics: Male, 25-35 years old. Seoul, S.Korea
Spending Power: Very High (upper/elite class)
Spending Power: Very High (elite (VIP client) class)
Demographics: Male 30-35 Moscow, Russia Spending power: middle/high (Upper class)
Lifestyle: Single/ engaged, Luxury lifestyle, Instagram influencer Shopping Behaviour: Early adopter, shoppingAddicted, Trend follower Shopping Expectations: Luxury international brands
Lifestyle: Married / engaged, Luxury lifestyle, Celebrity(actor) Shopping Behaviour: Brand Loyal, shopping mainly for special occasions Shopping Expectations: Values and high quality,
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Lifestyle:, Luxury lifestyle, traveler Shopping Behaviour: Brand Loyal, shopping mainly for special occasions Shopping Expectations: Luxury international brands
2.4 Buying concept & Assortment Planning
The new store will be dedicated to Women and Menswear Ready-to-wear apparel, accessories and lifestyle-products. Since the brand will open a shop-inshop in department store, only selected most iconic and it-items will be chosen that also considers Korean market, their market trends and the target. Following these elements, the products are “Newtro” (Korean trend), dynamic, sparkling suitable for special occasions like high-society parties and luxury events and as well as for casual spots (more urban wear).
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Icons
Must Haves
Icons
Must Haves
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It-items
It-items
Ready-to-wear
Accessories
Lifestyle
The apparel assortment will be focused on athleisure pieces, distinctive blazers and jackets, oversized items, flashes of neon, blush tones, according to Korean market. Apart those few more classic and elegant looks will be chosen from the collection like long and short dresses, skirts, men suits and blazers. Furthermore, small selection of denim clothing will be chosen, to provide more basic alternative. Generally, prints, monotone and blush tones and black colors will be the foremost, considering the market trends.
Accessories are essential for Korean male and female look, especially for 2020 it is one of the most important trend. The store will include small selection of footwear, jewelry, bags and small leather goods. Considering, footwear, they will be mainly sneakers and high boots and Sandals heels. They will be neon, black, white and blush tone colors with Swarovski crystals. The same tones will be maintained in the bags’ selection, which will focus small size models. Philipp Plein has very small assortment for jewelry and for this store will be selected all of the jewelry that they have presented , which are silver metal, rock’n’roll style, studded with spikes and crystals. Small leather good also will be selected which include wallets and cardholders.
Two perfumes of Philipp Plein will be included in the assortment, as the spicy fresh scents are very in line with the store’s concept and also with the market.
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Philipp Plein S/S 2020 Women Kiss Print
Animalier Story
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Neon Glam
Gothic Black
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Philipp Plein S/S 2020 Men Kiss Print
Casual Cool
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Neon Glam
Gothic Black
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2.5 Code’s System Ready-To-Wear Lifestyle
Accessories
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2.6 Fabrics
Sequins SEQ001
Silk SE001
Viscose VI001
Lurex LUR001
Lycra
Nylon
LYC001
NL001
Polyester
Polyurethane
Cotton
Denim Cotton
Chiffon
PL001
PUL001
CO001
DCO001
CH001
Calf Leather CLFL001
Goat Leather GTL001
Cow Leather
Python Leather
CWL001
PYTHL001
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Lamb Leather LMBL001
2.7 Colours & Prints
Neon Yellow NY210
Neon Pink NP400
Burgundy Red BR380
Black
Animalier Fantasy
Crystal Fantasy
B999
AF850
CF890
Kiss Print KP895
Vanilla White W003
M899 Different Multicolors
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Sky Blue SB710
Kiss Print 2 KP897
Cool Grey CG930
Glitter Glow GG890
Dresses
2.8 Line Sheets Women
WSS20-D-01 Colour: BR380/B999 Fabric: SEQ001 W: € 857 R: € 2.400
WSS20-D-02 Colour: BR380/B999 Fabric: SEQ001 W: € 1.118 R: € 3.133
WSS20-D-06 Colour: AF850 Fabric: SE001 W: € 892 R: € 2.500
WSS20-D-07 Colour: B999 Fabric: CH001 W: € 2.785 R: € 7.800
WSS20-D-03 Colour: BR380/B999 Fabric: SEQ001 W: € 1.785 R: € 5.000
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WSS20-D-04 Colour: AF850 Fabric: SE001 W: € 2.357 R: € 6.600
WSS20-D-05 Colour: AF850 Fabric: SE001 W: € 1.392 R: € 3.900
Jackets
WSS20-JC-01 Colour:NY210 Fabric:PYTHL001 v W: € 3.642 R: € 10.200
WSS20-JC-05 Colour:AF850 Fabric:DCO001 W: € 1.928 R: € 5.400
WSS20-JC-03 Colour:B999 Fabric:PYTHL001 W: € 1.285 R: € 3.600
WSS20-JC-02 Colour:NP400 Fabric:LMB001 W: € 2.142 R: € 6.000
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WSS20-JC-04 Colour:B999 Fabric:LMB001 W: € 1.285 R: € 3.600
Blazers
WSS20-BL-01 Colour:W003 Fabric:PL001 W: € 750 R: € 2.100
WSS20-BL-02 Colour:B999 Fabric:PL001 W: €857 R: € 2.400
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WSS20-BL-03 Colour:B999 Fabric:PL001 W: €439 R: € 1.230
Bottoms
WSS20-BTM-01 Colour:CG930 Fabric:LUR001 W: € 1.285 R: € 3.600
WSS20-BTM-02 Colour:NY210 Fabric:PUL001 W: € 300 R: € 840
WSS20-BTM-03 Colour:B99 Fabric:SEQ001 W: € 803 R: € 2.250
WSS20-BTM-05 Colour:B999 Fabric:PL001 v W: € 339 R: € 950
WSS20-BTM-06 Colour: NY210 Fabric: PUL001 v W: € 321 R: € 900
WSS20-BTM-07 Colour:B999 Fabric: PUL001 W: € 321 R: € 900
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WSS20-BTM-04 Colour:AF850 Fabric:PL001 W: € 535 R: € 1.500
Tops
WSS20-TB-01 Colour:W003 Fabric: CO001 W: € 449 R: € 1.249
WSS20-TB-05 Colour:AF850 Fabric:SE001 W: € 750 R: € 1.500
WSS20-TB-02 Colour:B999 Fabric:CO001 W: € 449 R: € 1.249
WSS20-TB-03 Colour:B999 Fabric:CO001/ SEQ001 W: € 364 R: € 1.020
WSS20-TB-04 Colour:B999 Fabric: CO001/ SEQ001 W: € 364 R: € 1.020
WSS20-TB-06 Colour:B999 Fabric:SEQ001 W: € 750 R: € 1.500
WSS20-TB-07 Colour:NY210 Fabric:LYC001 W: € 250 R: € 700
WSS20-TB-08 Colour:NP400 Fabric:LYC001 W: € 250 R: € 700
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Bags
WSS20-BSC-001 Colour:CF890 Fabric:GTL001 W: € 2.222 R: € 6.000
WSS20-BSMS-001 Colour:CF890 Fabric:GTL001 W: € 1.222 R: € 3.300
WSS20-BFS-001 Colour:NP400 Fabric:CLFL001 W: € 1.111 R: € 3.000
WSS20-BFS-002 Colour:NY210 Fabric:CLFL001 W: € 1.111 R: € 3.000
WSS20-BSMS-002 Colour:B999 Fabric:GTL001 W: € 1.000 R: € 2.700
WSS20-BSMS-003 Colour:NY210 Fabric:GTL001 W: € 1.000 R: € 2.700
WSS20-BSMS-004 Colour:NP400 Fabric:GTL001 W: € 1.000 R: € 2.700
WSS20-BSC-001 Colour:B999 Fabric:GTL001 W: € 1.000 R: € 3.000
WSS20-BSS-001 Colour:B999 Fabric:CLFL001 W: € 733 R: € 1.980
WSS20-BPC-001 Colour:CG930 Fabric:CLFL001 W: € 1.333 R: € 3.600
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Shoes
WSS20-FBC-0O1 Colour:B999/CG930 Fabric: GTL001 W: € 4.422 R: € 11.940
WSS20-FS-001 Colour:B999 Fabric:CLF001 W: € 777 R: € 2.100
WSS-FDS-002 Colour:NP400 Fabric: CWL001 W: € 388 R: € 1.050
WSS20-FSPK-001 Colour:CF890 Fabric: CWL001 W: € 1.111 R: € 3.000
WSS20-FS-002 Colour:B999 Fabric:CTL001 W: € 600 R: € 1.620
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WSS20-FDS-001 Colour:NY210 Fabric: CWL001 W: € 388 R: € 1.050
Jewelry, Small leather goods, scarves
WJ-E-001 Material: 60% Glass 40% Metal W: € 400 R: € 1.080
WJ-E-002 Material: 60% Glass 40% Metal W: € 250 R: € 680
WJ-N-001 Material: 90% Metal 5% Goat leather 5% Glass W: € 355 R: € 960
WJ-E-003 Material: 60% Glass 40% Metal W: € 288 R: € 780
SLG-W-001 Colour:B999 Fabric:PYTHL001 W: € 388 R: € 1.050
MSS20-S-001 Colour:B999 Fabric:SE001 W: € 278 R: € 780
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WJ-B-001 Material:100% BRASS + 100% STRASS W: € 211 R: € 570
Jackets
MSS20-JC-01 Colour:B999 Fabric: NL001 W: € 342 R: € 960
MSS20-JC-04 Colour:M899 Fabric: DCO001 W: € 572 R: € 1.620
Line Sheets Men
MSS20-JC-02 Colour:B999 Fabric: LMBL001 W: € 5.357 R: € 15.000
MSS20-JC-05 Colour:B999\SB710 Fabric: DCO001\PL001 W: € 975 R: € 2.731 46
MSS20-JC-03 Colour:W003 FabricPYTHL001 W: € 4.285 R: € 12.000
MSS20-JC-06 Colour:B999 Fabric: DC001 W: € 857 R: € 2.400
Blazers
MSS20-BL-01 Colour:B999/BR380 Fabric: PL001 W: € 1.071 R: € 3.000
MSS20-BL-02 Colour:B999 Fabric:PL001 W: € 750 R: € 2.100
MSS20-BL-03 Colour:B999 Fabric:PL001 W: € 857 R: € 2.400
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MSS20-BL-04 Colour:B999 Fabric: VI001 W: € 750 R: € 2.100
Bottoms
MSS20-BTM-01 Colour:W003 Fabric: CO001 W: € 1.071 R: € 3.000
MSS20-BTM-02 Colour:CG930 Fabric: DCO001 W: € 857 R: € 2.400
MSS20-BTM-06 Colour:B999 Fabric: CO001 W: € 321 R: € 900
MSS20-BTM-07 Colour:B999 Fabric: CO001 W: € 342 R: € 960
MSS20-BTM-03 Colour:SB710 Fabric: DCO001 W: € 364 R: € 1.020
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MSS20-BTM-04 Colour:B999 Fabric: PL001 W: € 339 R: € 950
MSS20-BTM-05 Colour:NY210 Fabric: CO001 W: € 342 R: € 960
Tops
MSS20-TB-01 Colour:NY210 Fabric: CO001 W: € 425 R: € 1.190
MSS20-TB-02 Colour:B999 Fabric:CO001 W: € 1.178 R: € 3.300
MSS20-TB-05 Colour:B999 Fabric:DCO001 W: € 353 R: € 990
MSS20-TB-06 Colour:B999 Fabric:CO001 W: € 278 R: € 780
MSS20-TB-03 Colour:NY210 Fabric:CO001 W: € 535 R: € 1.500
MSS20-TB-07 Colour:W003 Fabric:CO001 W: € 428 R: € 1.200
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MSS20-TB-04 Colour:M899 Fabric: CO001 W: € 485 R: € 1.350
Bags
MSS20-BM-001 Colour:B999 Fabric:CLF001 W: € 321 R: € 900
MSS20-BC-001 Colour:B899 Fabric: CLF001 W: € 278 R: € 780
MSS20-BB-001 Colour:B999 Fabric:CLF001 W: € 648 R: € 1.800
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MSS20-BFB-001 Colour:B999 Fabric: NL001 W: € 578 R: € 1.620
Shoes
MSS20-HTS-001 Colour:B999/NY210 Fabric:PYTHL001 W: € 666 R: € 1.800
MSS20-SR-0012 Colour: W003 Fabric:CWL001 W: € 388 R: € 1.050
MSS20-HTS-002 Colour:B999/ W003 Fabric:CLFL001 W: € 1.788 R: € 4.830
MSS20-SR-001 Colour:CG930 Fabric:CWL001 W: € 388 R: € 1.050
MSS20-FB-001 Colour:B999 Fabric:GTL001 W: € 2000 R: € 5.400
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MSS20-SR-001 Colour:B999 Fabric:CWL001 W: € 388 R: € 1.050
Jewelry, Small leather goods, scarves
SLG-W-001 Colour:B999 Fabric:PYTHL001 W: € 388 R: € 1.050
SLG-W-002 Colour:B999 Fabric:CWL001 W: € 278 R: € 780
MJ-N-001 Material: 90% Metal 5% Goat leather 5% Glass W: € 355 R: € 960
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MSS20-S-001 Colour:B999 Fabric:SE001 W: € 278 R: € 780
Perfume
P- 0001
P- 0002
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2.9 Budget Allocation & OTB
OTB - 13% Lifestyle - 0.4%
Accessories - 38.7%
Ready-to-Wear - 48%
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1st Sales Forecast
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R-T-W Women
Budget Allocation
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R-T-W Men
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Accessories
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3. During-Purchasing Campaign. 3.1 Burying Order. Negotiation
Sizes
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Purchase Front Sheet
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Ready-To-Wear Women
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Ready-To-Wear Men
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Footwear Women
Footwear Men
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Bags Women
Bags Men
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4.Post-Purchasing Campaign.
4.1.Sales Forecast & Markdown
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Ready-to-Wear
Bags & Footwear
Regarding r-t-w both men and women, markdowns will be related to the items which are connected with seasonal trends, so only the neon and animalier apparel, while the monotone and black apparel will be sold at the full price. The most discounted pieces will be Jacket/coats and blazer, since in mid-season it due to the hot weather in Korea, couldn’t be sold in the following season.
Considering Accessories (men and women), discounts will be applied for the boots and for some sneakers which could be slow-sellers and couldn’t be sold in the following season due to the hot weather or could be problematic to re-propose for the next season. Some slow-seller bags will also have discounts. There will be no markdowns on the iconic pieces.
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Perfume, Silk & Jewelry
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Conclusions If Philipp Plein would have reached the stock-out without any markdown campaign, sales would have reached 2 million €. Nevertheless, this is not realistic and its doubtful, especially considering the hardships of entering in the newly opened luxury department store. Therefore, the sale objective of € 2,523,699.20, which is estimated to be attained, can be considered successful for the first season. It is essential for Philipp Plein to enforce exact monitoring of sales’ performance of each product, and constantly cooperate with merchandisers and visual merchandisers. Thus, it can be achievable to plan all the modifications and strategies to start a new buying cycle effectively.
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Visual Merchandising Part 2
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1.The brand Identity
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FUTURISM & TECHTILITY
Create futuristic and tech-glam spaces with immersive all-over applications, distorted patterns and reflective surfaces Sustainability will also be included in the project, all the shopping bags will be made by recycled paper, the building materials for the stores will also be sustainable and eco-friendly and the textile for the sofas will also be recycled and made from the past Philipp Plein’s collections. (Philipp Plein was making the furniture in the past with the recycled materials)
2. The Concept First and foremost, the Store will communicate the brand itself by underlining their DNA and heritage. However, Philipp Plein new store will have creative concept communicating about Future, Space, Techtility and Earth. This will give dynamic, fresh and new feeling to the consumer. The store will offer a Digital displays for Advertising Campaigns and Digi-Screens for augmented reality in the changing rooms, which will have all the information on their picked item and check availability for other sizes and with just one push on the button or through artificial intelligence: Google’s assistant voice they will get the wanted product in wanted size. This initiative will be productive to elevate the shopping experience and also respond’s the Department store’s values in terms of high-technology. The concept Futurism and techtility is chosen to follow also the trends since its is one of the upcoming trends for 2021 according wgsn. The trend is inline with the brand since, Philipp Plein already uses some elements of futuristic vibes in store and also on the runways. The concept is also inline with the shopping mall. South Korea is one of the leading market in high tech industry and the newly opened shopping malls are super high tech and brand which opens the store in these kind of shopping malls they have to take into consideration the values and services of the mall, so it should be inline with the technological innovations, that shopping mall provides to the customers. Women and men stores will be developed on two different floors, hosting men and women R-T-W, accessories and Jewelry. While entering women’s and men’s store, customers will have sensation of Futurism, cosmic and technologically equipped environment with very welcoming staff. The interior walls will shimmer, dazzle and delight with new Luminous Patterns, this will be partnership with “Philipps" lightning which adds visual impact for retail design. The DNA of the brand won’t be missing, and this can be identified by seeing the brand’s iconic skull installation made with partnership with artist Leo Villareal and Philips (Luminous patterns from Philips). It will be placed in the middle of the entrance of the area, but in a new format. (In 3D luminous lights) Swarovski might not be used for the skull as usual but it will be used for Decoration near the entrance to the changing room.
77 Interior walls shimmer, dazzle and delight with new Luminous Patterns Luminous patterns from Philips Lighting adds visual impact for retail design
3.Seoul, South Korea
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4. Leo Villarreal’s Work
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5. Sustainability • Lightning system from Philips prioritizes energy efficiency and sustainability. Philips Eco-friendly LED lighting would reduce energy consumption by a • Some props will be made by Glass tiles Sensitile which is recycled. • The shiny satin sofas in the sitting areas are recycled from old Philipp Plein collections • Mannequins body parts will be made by recycled plastic waste collected under the ocean. • Sustainable Packages and shopping bags
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F
U
T
U
R
I
S
M
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Futuristic
Luminous Lights
Metallic
Immersive
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3D Skull
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6. The Atmosphere
Sight
Concrete white 099 ç Shiny Silver 910 Warm Grey 998
Watery sky blue 700 ç
Light
Spacious
Distraction
Futuristic
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Light- Spacious Distraction Colours will merge the intensity of the concrete white, warm grey, metallic silver hues of space craft and watery sky blue hue of Earth’s water. The colors will be a bit darker in the men’s department using more shadows of warm grey and the usual Philipp Plein black details. While in Women’s department the colors will have intense lightness with concrete white, watery blue and metallic silver tones. Cool Lighting will create virtual-feeling environment through with luminous Luminous patterns from Philips Lighting.
Smell Watery notes Bergamot, Ginger - leatherAgarwood. The spicy-fresh scent of Philipp plains perfume (The $kull) will welcome the visitors. It will combine watery notes , Bergamot and Ginger with touch of black pepper with woodsy notes of agarwood and leather.
Watery Bergamot Ginger Agarwood Leather 86
Touch Marble, Velvet, Glass tiles, Mirrors. White marble floor and surface with touch grey tones, Silver Metallic patterns, Glass tiles Sensitile details and Mirrors surfaces to create a sense of spaciousness. A play on transparency, intriguing surfaces and alluring patterns which will brings a spacey lightness to displays. Velvet carpets will give a warm touch to the cold environment which will balance the atmosphere. The shiny satin (recycled) sofas giving metallic effect. Hexagonal has always been part of Philipp Plein’s retail design which is also part of the label’s logo, thus the new store will also have elements with hexagonal pattern, such as: floors, props, creating futuristic feeling.
Marble
Velvet
Glass tiles
Hexagon
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Taste Sparkling Champagne & Korean Dasik Sweet Accompaniment ( chestnut, black sesame, and pine pollen) Buyers will be served with Champagne and Korean sweet cookies Dasik, that are typically made of ingredients like rice flour, soybean, chestnut, black sesame, and pine pollen. Dasiks are very crispy with the distinct flavors of toasted sesame seeds, flour, and chestnuts.
Champagne & Korean Dasik
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Sound Cosmic Light Techno
Rock N Roll
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Dynamic, lively, Cosmic & Rock n roll
The music and sound in store will give a final touch to the feeling of futuristic and spacey vibes, which will be lively and dynamic through use of cosmic sound musics which is relaxing and at the same time dynamic, light techno which also creates cosmic vibes and is also in line with the collection. There will be the rock’n’roll in between and techno to balance the sounds instore. Moreover, the rock’n’roll is the theme of the new PP collection. The volume of the sales assistants’ voice will be energetic, passionate, joyful and pleasant, in line with Philipp Plein’s vehement personality.
7.Store Layout Store 1 at level 3 (womenswear section) in the Galleria 90
Elegance Closet Closet 5
10 m
Kiss Closet 2 Closet 4
Metallic Podium
Gothic Closet Closet 8
Installation
Window Display
91
5 m Open Entrance
8m
Neon Closet Closet 6
Glitter Closet Closet 2
Blazing Closet Closet 7
Animalier Closet Closet3
Cashier Area
Sitting Area
8m
Dressing Rooms
Kiss Closet Closet 1
Main Metallic Wall
Phillips Luminous Pattern
92
Floor: Marble Hexagon
HOT
COLD
93
Store Layout Store 2 at level 2 (menswear section) in the Galleria
94
Dressing Rooms
Elegance Closet Closer 5 5.5
m
Cashier Area
Phantom Kicks Closet Closer 3
3.5 m
9.5 m
Neon Closet Closer 4
Podium1
4m
Casual Closet Closet 2
Kiss Closet Closer 6
Podium 1
Installation
4.5m Open Entrance
95 9m
Platform 1
3.5 m Window Display
Gothic Closet Closer 1
Brushed steal metal texture
Hexagon pattern for footwear section wall
96
Back wall of the
Floor Marble
COLD
HOT HOT
97
8. Customer Path Store 1 at level 3 (womenswear section) in the Galleria
Window
98
6.5 m Open Entrance
Store 2 at level 2 (menswear section) in the Galleria
4.5m Open Entrance
99
3.5 m Window Display
Lifestyle 1%
9. Product Categories Accessories 43.4%
R-T-W
Accessories
Lifestyle
• Men & Women Readyto-Wear 2020 S/S Selected pieces for department store.
• Selected Bags & Footwear • Few pieces of Jewelry and small leather goods
• Perfume
100
Ready-toWear 55.6%
Women’s Ready-To-Wear S/S 2020 Kiss Print
Animalier Story
Neon Glam
Gothic Black
101
Accessories Footwear
Scarf/Headband
102
Bags
Jewelry
103
Men’s Ready-To-Wear S/S 2020 Kiss Print
Neon Glam
Casual Cool
Gothic Black
104
Accessories Footwear
Scarf/Headband
Small Leather Goods
105
Bags
Jewelry
106
Lifestyle Perfume
107
108
10. Store Planograms
109
Entrance
110
Collaboration with Artist Leo Villareal : The Matrix Skull H:300 cm W: 180 cm
Changing rooms Women’s
Men’s
Entrance of Changing rooms, same style, but with smaller Swarovski Crystals.
111
Women’s
* Men’s department doesn’t have sitting area
Cashier Area Women’s
Men’s
112
Women’s Closets
113
The Kiss Closet
The Animalier Closet
Kiss and Animalier have the same layout At the top: 1 small/medium sized bags Hanged at the top: 1 jacket , 1 blazer - front facing Hanged bottom: 1 matching top and 1 trouser, 1 shorts, size 42 (IT M) - not facing front 1 dress, front facing size 42 (IT M) At bottom one pair of shoes size 38.
Colour Scheme
Colour Scheme
B999
BR380
AF850
KP895
114
CF890
B999
The Kiss Closet 2 Colour Scheme
B999
W003
Kiss closet 2 and the Neon have the same style of rack and same dimensions. it's dedicated to tops and jackets. Hanged on Kiss Closet: one T-shirt, Crop top and two oversized hoodies in two colors; In sizes 42 (IT M) Hanged on Neon Closet: 2 Leather jackets, 2 vests, and two bodysuit 115
The Neon Closet Colour Scheme
NP400
NY210
The Gothic Closet On Top: three iconic small-sized bags, creating the pyramid Hanged Left: one jacket, one vest and a gown. Hanged Right: 1 Bolero Jacket, 1 highwaisted shorts, 1 Blazer, 1 matching trouser sizes 42 (IT M) At the Bottom: pair of High-heel crystal Boots, pair of studs high heel boots, shoe sizes 38
Colour Scheme
B999
116
GG890
CG930
The Blazing Closet From Top to bottom: 1st Row 3 bags same style in 3 different colours. 2nd Row 3 heels, same style 3 different colours 2st row 3 crystal shoulder bags in 3 different colour Color rule should remain same for 6mont plan
Colour Up-Down Triangle Rule
Colour Scheme
117
NY210
NP400
B999
The Glitter Closet Colour Rule From Top to bottom: One crystal shoulder bag Crystal Sneakers 38 size Crystal small-sized bag Crystal Sneakers 38 size Crystal Backpack
Colour Scheme
CF890
118
GG890
The Elegance Closet 2 Perfume One iconic heels 1 medium sized Stud bag 1 small sized bag
Colour Scheme
B999
119
Men’s Closets
120
The Neon Closet
The Kiss Closet
The Neon and Kiss closet have the same layout and dimensions. Hanged at the top: 2 jackets- front facing size 42 (IT M) Hanged at the bottom: one hoodie and matching pants 42 (IT M) - not facing front
Hanged at the top: 1 Blazer and 1 Top - front facing size 42 (IT M) Hanged at the bottom: 2 shirts and matching pants 42 (IT M) - not facing front At the bottom: Sneakers shoe size 42 RIght Side: 1 Blazer and Jeans - front Facing Size 42 (IT M) At the top: Backpack medium size
At the bottom: Sneakers shoe size 42 RIght Side: 1 Hoodie and Jeans - front Facing Size 42 (IT M) At the top: Fire Backpack medium size
Colour Scheme
NY210
M899
B999
Colour Scheme
SB710
KP895
121
KP897
SB710
B999
The Casual Closet The items on the rail won’t be facing in-front. Same dimensions as Women’s Neon and Kiss Closet Hanged : 1 hoodie, 2 jackets, 3 boxer shorts All size 42 (IT M)
Colour Scheme
B999
122
W003
M899
The Gothic Closet On Top: three medium sized bags, creating the pyramid Hanged Left: 2 blazer and 2 matching pants sizes 42 (IT M) At the Bottom: Pair of shoes size 42 Hanged Right: 2 Jackets, 2 matching pants sizes 42 (IT M) At the Bottom: Pair of sneakers size 42
Colour Scheme
B999
123
W003
The Elegance Closet 2 Perfume
One iconic heels
1 backpack
1 small sized bag
Colour Scheme
B999
124
The Phantom kicks Closet First row same style, different 3 high top sneakers Second row 3 same style different color sneakers
Colour Scheme
125
W003
B999
NY210
CG930
Men’s
The Jewelry Trays
Women’s
126
The Kiss Podium
Colour Scheme
The Gothic Podium
The Mannequin will always be centered in the middle. No more than 1 mannequin on the podium.
The mannequins must be dressed clothes with size 42 (M).
The security tags and labels must be hidden and never visible
KP895
127
Colour Scheme
B999
11.Window Displays For each store Philipp Plein Men and Women, there will be 1 window display internal to the department store. Both stores’ windows will have the same layout.
These 2 windows should be minimalistic and yet futuristic. Since the Philipp Plein collection is super colorful and extravagant the layout should be minimalistic not to overload it with colors, thus the items will be popping from the windows and will look more appealing.
Men and women’s windows should have the same vibe and esthetic.
No labels should be visible.
On the women’s mannequin:
1 dress size 44, boots, wearing earring and holding bag.
Colour Scheme
AF850
B999
PRICE: 1800 $
GG890 15 cm
128
10 cm
On the men’s mannequin:
1 jackets size 44, sneakers, and holding a bag.
Colour Scheme
GG890
129
W003
12. Furniture & Props
Inspirational image for the store design
Metallic Hanger
Metallic Chair H:110 cm W: 60 cm
Velvet Carpet
Table for sitting Area H: 60cm W: 70 cm
Marble Hexagon Floor
Recycled Satin Sofas H: 110 cm W: 90 cm Recycled Plastic (from the ocean) Mannequin H: 180 cm
Inspirational image for the store design
130
Metallic Podium H: 20 cm W: 130 cm
Asymmetric Shelves made with recycled glass. H: 190 cm W: 60 cm
Metallic Shelves H: 50 cm W: 70 cm
Asymmetric Shelves H: 145 cm W: 125 cm
Hexagon Metallic Closet H: 190 cm W: 170 cm
Asymmetric Shelves H: 145 cm W: 125 cm
Jewelry Glass Tray H: 35 cm W: 80 cm
131
Metallic closet H:280 cm W: 200 cm
Metallic Rack closet H:230 cm W: 140 cm
132
AR mirrors H:230 cm W: 65cm
Asymmetric Lights
Digital Screen H: 120 cm W: 160cm
133
Full mirror wals H: 350 cm
Installation
Collaboration with Artist Leo Villareal : The Matrix Skull H:300 cm W: 180 cm
134
13. Colours
Vanilla White W003
Neon Yellow NY210
Neon Pink NP400
Burgundy Red BR380
Black
Animalier Fantasy
Crystal Fantasy
B999
AF850
CF890
Kiss Print KP895
Different Multicolors M899
135
Sky Blue SB710
Kiss Print 2 KP897
Cool Grey CG930
Glitter Glow GG890
Colour Themes Animalier & Glittering Mix
Kiss on a date mix
Rainbow Mix
Glitter Mix
Animalier Mix
Neon Mix
136
Candy Mix
Glitter Neon Mix
Blue Elegance Mix
Strawberry Mix
White & Ruby Mix
Monotone Elegance Mix
Denim and Ruby Mix
Neon Animalier Mix
Sparkling Rainbow
137
Summer Party Mix
Multi Voyage Mix
Multicolor Denim Mix
Colours Never Together
Passe-Par-Toat
These two colour can match any other colour
138
14. 6 Month Plan
The color themes of Philipp Plein S/S 2020 isn’t diverse. I created color theme according to the collection’s section, according to the looks on the runway. Men and Women stores will have almost the same themes for the store every month. Animalier themes are not available in men’s collection.
139
Women’s 6 Month Plan Kiss Closet
Closet 1
Theme
Strawberry Mix
Glitter Closet Closet 2 Glitter Mix
February
Animalier Kiss Closet Elegance 2 Closet Closet Closet 3 Animalier & Glittering Mix
Closet 4
Closet 5
Kiss on a date mix
Monotone Elegance Mix
140
4 Weeks 01/02 - 31/02
Focus on: The welcome to the new Philipp Plein in Galleria Department store! Focusing also on Valentines day, using red and pink tones for the displays
Neon Closet
Blazing Closet
Gothic Closet
Closet 6
Closet 7
Closet 8
Glitter Window
Neon Mix
Neon Mix 2
Monotone Elegance Mix
Strawberry Mix
Kiss Podium
March Kiss Closet
Theme
Glitter Closet
Closet 1
Closet 2
Denim and Ruby Mix
Glitter Mix
4 Weeks 01/03 - 30/03
Focus on: “Samiljeol” Independence Movement celebration. Window display will be inspired by the colors of S.Korean flag.
Closet 8
Ruby & Denim Window
Kiss Podium
Monotone Elegance Mix
Denim and Ruby Mix
Kiss on a date mix
Animalier Kiss Closet Elegance Closet 2 Closet
Neon Closet
Blazing Closet
Gothic Closet
Closet 4
Closet 5
Closet 6
Closet 7
Kiss on a date mix
Monotone Elegance Rainbow Mix Mix
Multi Voyage Mix
Closet 3
Animalier Mix
141
April Kiss Closet
Theme
Glitter Closet
Closet 1
Closet 2
Kiss on a date mix
Glitter Mix
4 Weeks 01/04 - 30/04
Kiss Elegance Animalier Closet 2 Closet Closet
F o c u s o n : “ B u d d h a ’s Birthday” Celebration Window display and closets inspired by multi color essence of Buddha Celebration
Neon Closet
Blazing Closet
Gothic Closet
Closet 3
Closet 4
Closet 5
Closet 6
Closet 7
Closet 8
Neon Window
Animalier Mix
White & Ruby Mix
Glitter Mix
Rainbow Mix
Summer Party Mix
Glitter Mix
Neon Mix
142
Glitter Podium Glitter Mix
May Kiss Closet
Theme
Glitter Closet
Closet 1
Closet 2
Kiss on a date mix
Sparkling Rainbow Mix
4 Weeks 01/05 - 31/05
Animalier Kiss Closet Elegance Closet 2 Closet Closet 3
Animalier & Glittering Mix
Closet 4
Kiss on a date mix
Neon Closet
Closet 5
Closet 6
Rainbow Mix
Candy Mix
143
Focus on: “Chuseok” National Korean holiday Dominant pink colors resembling the national costume for the holiday.
Blazing Closet
Gothic Closet
Closet 7
Closet 8
Neon Mix
Glitter Mix
Animalier Rainbow Window Podium Neon Animalier Mix
Rainbow Mix
June Kiss Closet
Theme
Glitter Closet
Closet 1
Closet 2
Kiss on a date mix
Sparkling Rainbow Mix
4 Weeks 01/06 - 31/05
Animalier Kiss Closet Elegance Closet 2 Closet Closet 3
Closet 4
Animalier & Glittering Mix
White & Ruby Mix
Closet 5
Neon Closet
Closet 6
Focus on: “Yudu Festival” For Young and colorful summer festival in South Korea. Multi color tones for the displays
Blazing Closet Closet 7
Multi Voyage Rainbow Mix Summer Party Mix Mix
c
144
Gothic Closet
Closet 8 Glitter Mix
Multicolor Neon Denim Window Podium Rainbow Mix
Multicolor Denim Mix
July Kiss Closet
Glitter Closet
Closet 1
Closet 2
Theme
Animalier Kiss Closet Elegance 2 Closet Closet Closet 3
Glitter Mix
Delivery of F/W 2021
4 Weeks 01/05 - 31/05
Focus on: Sales and F/W 2021 delivery. Sales focus on monotone and glittery colored items
Neon Closet
Blazing Closet
Closet 4
Closet 5
Closet 6
Closet 7
Kiss on a date mix
Monotone Elegance Mix
Neon Mix
Neon Mix
Delivery of F/W 2021
145
Gothic Closet
Sales Window
Podium
Glitter Mix
Glitter Mix
Glitter Mix
Men’s 6 Month Plan
Theme
Neon Closet
Casual Closet
Closet 1
Closet 2
Neon Mix
Monotone Elegance Mix
February Phantom Kicks Closet
4 Weeks 01/02 - 31/02
Elegance Closet
Gothic Closet
Kiss Closet
Closet 3
Closet 4
Closet 5
Closet 6
Glitter Neon Mix
Monotone Elegance Mix
Monotone Elegance Mix
Strawberry Mix
146
Focus on: The welcome to the new Philipp Plein in Galleria Department store! Focusing also on Valentines day, using red and pink tones for the displays
Kiss Window Strawberry Mix
Glitter Podium Glitter Mix
March
Theme
Neon Closet
Casual Closet
Closet 1
Closet 2
Neon Mix
Monotone Elegance Mix
Phantom Elegance Kicks Closet Closet Closet 3 Animalier & Glittering Mix
4 Weeks 01/03 - 30/03
Gothic Closet
Kiss Closet
Closet 4
Closet 5
Closet 6
Blue Elegance Mix
Monotone Elegance Mix
Denim and Ruby Mix
147
Focus on: “Samiljeol” Independence Movement celebration. Window display will be inspired by the colors of S.Korean flag
Ruby & Denim Window
Kiss Podium
Denim and Ruby Mix
Kiss on a date mix
April
Theme
Phantom Elegance Kicks Closet Closet
Neon Closet
Casual Closet
Closet 1
Closet 2
Closet 3
Closet 4
Rainbow mix
Strawberry Mix
Rainbow mix
Monotone Elegance Mix
4 Weeks 01/04 - 30/04
F o c u s o n : “ B u d d h a ’s Birthday” Celebration Window display and closets inspired by multi color essence of Buddha Celebration
Gothic Closet
Kiss Closet
Closet 5
Closet 6
Multi Voyage Mix
Kiss on a date mix
148
Neon Window
Glitter Podium
Neon Mix
Glitter Mix
May Neon Closet
Closet 1
Theme
Rainbow mix
Casual Closet
Closet 2 Glitter Mix
Phantom Kicks Closet Closet 3
Glitter Mix
Elegance Closet Closet 4
Kiss on a date mix
4 Weeks 01/05 - 31/05
Gothic Closet
Kiss Closet
Closet 5
Closet 6
Focus on: “Chuseok” National Korean holiday Dominant pink colors resembling the national costume for the holiday.
Monotone White & Ruby Elegance Mix Mix
149
Animalier Window Neon Animalier Mix
Rainbow Podium Rainbow Mix
June Neon Closet
Closet 1
Theme
Strawberry Mix
Casual Closet
Closet 2 Iconic Accessories
Phantom Kicks Closet Closet 3
Animalier & Glittering Mix
4 Weeks 01/06 - 31/05
Elegance Closet
Gothic Closet
Kiss Closet
Closet 4
Closet 5
Closet 6
Kiss on a date mix
Focus on: “Yudu Festival” For Young and colorful summer festival in South Korea. Multi color tones for the displays
Neon Window
Monotone White & Ruby Rainbow mix Elegance Mix Mix
150
Multicolor Denim Podium Multicolor Denim Mix
July Neon Closet
Closet 1
Theme
Neon Mix
Casual Closet
Phantom Elegance Kicks Closet Closet
4 Weeks 01/05 - 31/05
Gothic Closet
Kiss Closet
Closet 2
Closet 3
Closet 4
Closet 5
Closet 6
Glitter Mix
Monotone Elegance Mix
Kiss on a date mix
Monotone Elegance Mix
Strawberry Mix
151
Focus on: Sales and F/W 2021 delivery. Sales on monotone colors
Sales Window
Podium
Glitter Mix
Glitter Mix
152
15. Tags & Security Tags All tags and security tags will be provided by The galleria department store. All of them should be placed hidden on the products.Bags and jewels’ tags will be smaller, while displayed shoes will not have any security-tag, preserving the visual part.
Security Tag
Clothing
153
Tag
Security Tag
Accessories
16. Brand Guidelines General Rules
Store’s Rules
154
17. Staff Etiquette
Hair and make-up
Female staff must have “no make-up” make-up, super fresh and light. They must wear Philipp Plein “the Skull” perfume. Hair must be clean and tied up in a bun. Male staff must have clean and well brushed hair and clean beard
155
18. Staff Uniforms
Male
Plein Shirt Crystal Blazer Trousers Stud Heel City Shoes
156 * Store Manager and Security Guards’ Uniforms will be provided by The Galleria Department
Sales Assistants
Female
Crystal Top Crystal Blazer Midi Skirt Skull High-Heels
19. VM Budget
157
References - Roberts, F., 2017. South Korea: Asia's New Luxury Gem?. [online]
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Flourishing Green Skyscrapers | Green Architecture. [online] Available at: <https://w w w.pinterest.it/pin/ 303148618668222425/> [Accessed 28 May 2020]. Pinterest. 2018. Futuristic Skyscraper Will Be A Stylish New Addition To Tel Aviv Skyline (Avec Images) | Modèle Architecture. [online] Available at: <https://w w w.pinterest.it/pin/ 379498706082845429/> [Accessed 22 May 2020]. Harper's Bazaar Singapore. 2020. 10 Korean Fashion Trends Which Will Become Bigger In 2020. [online] Available at: <https:// w w w. h a r p e rs b a za a r. c o m .s g /fa s h i o n / k o re a n - fa s h i o n trends-2020/> [Accessed 2 May 2020]. 10 Magazine Korea. 2020. 5 Korean Fashion Trends To Follow For Spring/Summer 2020 | 10 Magazine Korea. [online] Available at: <https://10mag.com/5-korean-fashion-trends-to-follow-forspring-summer-2020/> [Accessed 6 May 2020]. Fashionbi.com. 2018. Fashion Industry In South Korea | Fashionbi. [online] Available at: <https://fashionbi.com/insights/ marketing-research/fashion-industry-in-south-korea> [Accessed 10 May 2020]. Thebeijinger.com. 2019. Korean Fashion Market. [online] Available at: <https://www.thebeijinger.com/directory/koreanfashion-market> [Accessed 8 May 2020]. OMA. 2020. Galleria In Gwanggyo. [online] Available at: <https:// oma.eu/projects/hanwha-galleria-in-gwanggyo> [Accessed 28 May 2020]. Wgsn.com. 2020. [online] Available at: <https://www.wgsn.com/ content/board_viewer/#/71152/page/3> [Accessed 18 May 2020].
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