Visual merchandising - Satin

Satin Autumn 2014 Visual Merchandising VIA Design - Elective Course - Visual Merchandising - 2014

The team JOANNA WIELGĂ“RSKA Purchasing Management

TATIANA C. DE OLIVEIRA Retail Design and Management

The assignment This project took place in the 2nd semester of the AP program Retail Design and Management as an elective class.

The aim of this project was to develop, design and execute in three days, a window display with a themed collection of a brand of our choice. The project also consisted in developing and designing a store layout and determine where to place feature areas as well as the merchandise location.

We also needed to imagine the customer flow in order to determine where to place the merchandise according to the customer traffic.

My colleague and I decided to design our own brand called Satin, that sells women’s fashion clothing and accessories. The brand has a romantic image with pastels colors and flower prints and is target to young girls.

We designed a store based on the brand identity as well as a window display, which we executed in the last day of the course.

Content

THE BRAND

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STORE DESIGN

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WINDOW DISPLAY

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The B

Brand

Satin Satin is a clothing company target to young women living in urban areas in Central Europe, who love fashion and appreciate unique, modern and elegance.

Satin designers create collections for confident and feminine women, allowing them to enjoy their stylish, nonchalant feminine way. The brand emphasizes femininity and suggest an elegant, romantic look, consistent with the global fashion trends.

The garments are made with high quality material and you can find textures of lace and wool (knitted wear) in most of the collections.

The company also sells accessories such as bags and scarfs as well as jewelry that fits to the brand style.

romantic chic

feminine vintage high quality modern

young woman 6

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Store D

Design

Store Layout In order to provide a intimate feeling and facilitate shopping and browsing, Satin stores will have a free-form layout.

In the middle of the store, there will be a space in which can sit down in fancy and comfortable armchairs in order to try footwear or to wait for other customers.

On the entrance, the new collection will be placed on the tables. Garments will be neatly folded while jewelry will be placed in trays and jars.

The garments will be placed on the walls in straight racks and sorted by color. Between the racks, the Focal Point will have the garments hanging in wooden hangers facing forward promoting the current collection style. Jewelry and accessories will be placed near the cash-desk.

A large mirror with the brand signage will be placed behind the cash-desk.

The fitting room will have special lavender scent to create an intimate and relaxing feeling. Armchairs will be placed around the area.

The lighting of the store will be soft and warm. On the focal points there will be a focal light coming from the ceiling.

The scent of the store will change according to the season.

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Not on Scale

Furniture and POS dis

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splay

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Customer flow diagram

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Not on Scale

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A, B and C Areas

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Not on Scale

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Windo d

ow display

Autumn collection

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Moodboard CMYK 0,23,23,3

HSV 1,23,97

RGB 248,192,191

HEX #F8C0BF

CMYK 0,45,52,22

HSV 8,52,78

RGB 198,109,96

HEX #C66D60

CMYK 0,10,27,5

HSV 37,27,95

RGB 241,216,177

HEX #F1D8B1

CMYK 0,61,90,26

HSV 19,90,74

RGB 188,73,18

HEX #BC4912

CMYK 22,28,0,75

HSV 253,28,25

RGB 50,46,64

HEX #322E40

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Inspiration

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Window design

We designed a window display for the fall collection and which have the theme “Autumn�. In order to fit the brand identity and the collection theme, we used paper cranes and leaves made out of book pages as our props.

Our mannequin and stools are organized in a triangular shape following the Fibonacci sequence (stools) and the golden section (mannequin) thus balancing the window proportions.

Furthermore, we used thin sheets of tracing paper on the back wall to give texture and depth to our display.

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Final The image on the left is a mock-up of a spring collection while the rest of the pictures are the results of the research and design for Satin’s Autumn Collection 2014, based on the brand identity and collection theme.

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thank you