Visual Merchandising Diary

SamANTHA HEDGER

VM DIARY 2012

SamANTHA HEDGER

Over the past few months I have looked into BHS and their competitors to make a justified argument into the similarities and differences on the British High Street, and what the company is doing to entice customers and secure brand loyalty.

To begin this diary I shall firstly look into what the brand has been doing in early 2012 in comparison to AW11. Looking at press images, as well as events, competitions and offers, making in-store evaluations and identifying trends within visual merchandising.

SamANTHA HEDGER

BHS Offers

BHS Press Images

BHS New Look

Competitive Shop

-Brighton

-Crawley

-Kingston

-London

Shop Fronts

Mannequins

Events in 2012

Trend Predictions

INCLUDEDIN THIS DIARY

SamANTHA HEDGER

BHS EVENTS AND PROMOTIONS

I M A G E S C O P Y R I G H T O F B H S

SamANTHA HEDGER

SamANTHA HEDGER

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FACEBOOK OFFERS AND PROMOTIONS

BHS Facebook page offers a lot of incentives for buying. Mainly in the form of discounts, take the offers on this page, all in Feb/Mar 2012.

The promotions on offer are fantastic; creating purely online exclusives which will drive traffic to the website rather than in store. However, in such a competitive market, timing is essential. On 23rd January -15% off homewear for students, was posted on BHS’s Facebook page. This only had 4 likes, an offer like this would have had a greater impact if it was offered just before the start of term for new university students.

On the other hand, 24% off for 24 hours on 24th February is a clever play on numbers; this offer would probably have had a great success rate, as timing was appropriate.

BHS is known for heavily discounting its ranges early in the season, offering 30% off swimwear before the demand has started. This could encourage spending early on, or deter consumers later on as items have been discounted for a considerable amount of time.

£5 off every £25 spend or £10 off for every £50 spend is an offer Tesco have introduced to their clothing ranges for a while now, so it’s interesting to see BHS have decided to take on the same promotion.

A further recommendation on the Facebook page would be to offer individual links to each department rather then directing you straight to the home page.

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BHSAW11

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BHSSS12


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LONDONBHS

TOPSHOPM&S

KINGSTONM&S

TOPSHOPFRENCH CONNECTION

SUPERDRYBENTALLS

CROYDENIKEA

BRIGHTONBHS

MISS SELFRIDGEM&S

ZARANEXT

CRAWLEYBHS

DEBENHAMSNEW LOOK

M&S

PLACESVISITED

SamANTHA HEDGER

1 Churchill SquareBrightonBN1 2TA

23 Princess WayCamberleyGU15 3SP

County MallCrawleyRH10 1FU

13-18 Swan WalkHorshamRH12 1HQ

252-258 Oxford StreetLondonW1C 1DL

81 Commercial WayWokingGU21 6HN

BHSADDRESSES

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THE NEW LOOK BHS

This is BHS’ new look, which has been rolling out to stores since late 2010. The new logo is a modern version then the previous italic style. The colour scheme in store is grey, white, burgundy and black, overall a lot sleeker then the previous brand image.

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This store is at the heart of Churchill Square, conjoining three different areas of shops. A separate entrance is located outside the Shopping Centre, opposite to competitor store M&S. The layout of the Shopping Centre makes for a curved front, which cannot be easily missed. It is the largest store within the centre.

On first impression the store is clean, bright and has many products on display. There were signs everywhere pointing you in different directions for each department, which was rather efficient, if not a little overwhelming. I entered via the ground floor, which stocks childrens, mens and home wear. The products were displayed spaciously and neatly but attention to detail wasn’t offered. Displays were minimalistic and within the first few minutes I noticed a product display that was broken - bad advertisement for that particular product. The ground floor was however very well lit and the space between departments showed clear division.

Upstairs on womenswear was again well presented, the fixed lighting made all displays bright and eye catching. A negative would be that this level was incredibly hot, deterring customers from spending time there, which was unfortunate as there was such a lot to see.

Womanswear mannequins were smartly presented, although more attention to styling would definitely make them more interesting, unfortunately they were a little plain. However BHS SS12 press images were everywhere, the products captured within eyesight of the images. A well thought out touch.

The lingerie section was definitely the strong point on this floor, it was easy to navigate around and the different ranges were easily seen from the main gangway.

One thing you will notice about all the images for the Brighton store is the lack of customers. In the 25 minutes I was in there I saw about 15- 20 people browsing, and only two people at the till point- I was one of them! The customer service was sharp though; as the lady in front of me was being served the cashier rang for another member of staff to assist me with my purchase. Very helpful.

BHSBRIGHTON

FEB 2012

SamANTHA HEDGER

Bright lighting show displays clearly

Do the images shown already have 20% off,

or is it a further 20% off displayed price? A little

unclear.

Mannequins mimic the images in the

background. For a more visual impact dressing them to compliment rather than mirror

the images would be advised.

Old style logo

The entrance inside the shopping centre is modern, curved and lit very well. To utilise this, having good window displays is essential. Although neat and consistent, BHS could definitely utilise the window opportunities better, by displaying a more visually pleasing range.

Well-lit displays, again having complementary products with the press images would have been more visually enticing, opposed to mirroring images shown.

WINDOW DISPLAYS

I like this display. The product is neat and shown well, with similar items together. This can encourage multi-purchases, as the products can compliment each other in a person’s house. The labels used, also flatter the products, as the display is red and white. I think to increase purchases, a display on the top, rather than just lining up products, would work well, as those at floor level could be overlooked.

SamANTHA HEDGER

Clear use of campaign image above jeans

collection

Fixed ceiling lights

Mannequins show products well, but would benefit from further styling to

capture consumer’s imaginations.

Product displayed next to mannequin shows a way

to wear

SamANTHA HEDGER

Like the image far left, to make best use of the tops of the fixtures, placing a variety of the products on display rather then a select few, would increase purchases of the lower displayed products. This is because having products on floor levels tucked away on a shelf could easily be walked past as opposed to being on a display.

This fixture is displaying just white towels. Having a full display has both advantages and disadvantages, products are neat and look enticing. However bulging displays show no one has brought the product, which could be off putting for potential consumers.

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Untidy areas is something no consumer wants to see in a shop, it shows lack of pride in the product being sold. Sadly this is BHS’s downfall. In previous store visits I have come across similar scenarios. The shop was not busy at this time, so could easily have been tidied.

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SALESIGNAGE

50% off, save 20%, only £30, save 30%, save 70%, now 50% off, now £18, up to 30% off.

Sale signs are a way of enticing consumers into the store. After the recession hit, many consumers will only buy items in the sale. The discounts on offer are fantastic, however to create a more consistent sale area using just one ‘up to …’ discount sign would have been more effective as there was no focal point within the area.

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M&SBRIGHTON

FEB 2012

M&S Brighton is situated on the main shopping strip, near Topshop, New Look and Primark. The building is quite dated, but in keeping with the rest of the street. Marks & Spencer logo is modern and it’s most recent. When I visited, the shop was extremely busy, especially in the food hall. The layout of the store is consistent and easy to navigate; the window displays are coherent with manikins in store. Plastic briefcase style bags with the tagline ‘its all about…’ are on the window displays and around the shop floor. These show off the latest collections, for example ‘its all about… this seasons mac’. The signs are consistent and highlight new products and brought attention to detailing in these products. Overall the store is quite neat, but some areas are messy, with rails abandoned in gangways. The store is slightly smaller than BHS, but felt much more spacious and inviting. This may be due to the products not being packed in as tightly and by comparison; the store was much better lit. Unlike BHS’ empty till points, I had to queue for my purchases, and customer service was not on par with BHS, in fact, when eventually at the till point, it was slow and service felt rushed.

SamANTHA HEDGER

CONSISTANCY THROUGHOUT

STORE

This window display is well presented; the products on display are styled with an older audience in mind. The natural poses of the mannequins work well with the casual looks on offer. Each manikin has a placard by its foot, showing prices of the product on display. The signs ‘the spring knit’, ‘the perfect tee’ and ‘the spring mac’, are direct and highlight key products.

The images below show the mannequins having the same signage as the window display. The left hand image shows a jeans display, which was next to a large image of a woman wearing a blue version of the product shown. The ‘as advertised’ label in the jeans was attached with a bow, which was a great touch, as was the ‘its all about…’ bag. The choice of colour is again close attention to detail, blue jeans were placed next to the mannequins and the campaign showed the product in the same hue. The right hand image shows similar signs displayed. Again, the attention to detail is really clear, the three mannequins compliment one another and the orange signs show off the neck scarf in the same colour. Unlike BHS signs, these encourage purchases at full price rather than discounted rates.

SamANTHA HEDGER

Good attention to detail, highlighting new products to make customers aware.

A campaign image is a good way of brightening up a section, but this one looks like its about to fall

off the wall.Offering a variety of ways to style plain

clothes can inspire the consumer; this is simple but an effective way

to encourage buying.By displaying products on hangers makes good of

empty wall space.

This display works well as the colours are complimentary. Being displayed right next to the products are good, rather then the

consumer having to go and find it. The use of space between the different fixtures makes

the shop seem light and spacious.

Image is essential, like BHS, M&S have fallen victim to laziness. Rails are ‘dumped’ in random sections of the store, obscuring gangways and cutting off access to cer-tain fixtures and products. A rail or two for putting products back on the shop floor is acceptable, but anymore and it is poor service on behalf of the staff. The store was exceptionally busy. Placing these rails out at a quieter time would have been a better idea.

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MISS SELFRIDGEBRIGHTON

FEB 2012

Miss Selfridge has a completely alternate vibe from BHS and M&S. They are geared towards a younger audience. The stores are brighter, more fashion conscious and the layout is varied. The focus is on fashion, so the latest collections are at the front of the store. Being spring/summer the colours are eye catching and the mannequins are styled with a youth consumer in mind- think legs out! Displays include ‘going out’ clothes rather then the casual and business styles in BHS and M&S. The store plays loud pop music, completely different to the barely audible music in the other stores.

Using campaign images as a division works well to differentiate the window displays from in

store, and would put more emphasis on it as a display from passers by.

Using contrasting gold and silver manikins to show two different types of looks works really well in a small store. The silver shows a more

edgy going out look, whereas the gold shows a more girly take.

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These torsos show the drapes of the clothes and take up less floor space then the more

traditional full body mannequins. The products displayed are bright and the three looks work

well together.

The lighting used in store is bright and well thought out. By having it on a steel structure

rather than fixed to the ceiling, it can be altered and changed easily with different store layouts.

A A

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B B

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A,B and C highlight three different coloured products placed together to compliment one another, also in a

way that shows different outfit ideas.

C

Jewellery was the least thought out section in store, it was crammed onto three moveable fixtures that

were rather temperamental.Trying to get to a neck-lace. I found myself pulling the arm away with it.

SamANTHA HEDGER

ZARABRIGHTON

FEB 2012

Zara Brighton is situated in a corner of Churchill Square shopping centre. Although the store has a small shop front, inside it is reasonably spacious. About double the size of Miss Selfridge. Unlike BHS, M&S and Miss Selfridge, there is no campaign or press image, emphasis is purely on the product, Displays and fixtures are at a minimum, in fact the only mannequins on display, other than in the window, were in the entrance of the store. It is spacious, and the lighting used brightens up the products on display. The fixtures are the same throughout all departments but are easy to distinguish due to quality and style of clothing. Their TRF range is for the youth market, and can be easily located.

The window displays are most innovative out of the shops already visited. The bright lighting and use of space gives emphasis to the products. The modern cloud like shapes

definitely catch the eye.

Double display of the same product is really eye-catching.

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Products are divided up throughout the store; each collection takes inspiration from one

particular colour or pattern this can be seen in these three photos.

The sale area is the messiest part; products are literally thrown everywhere, which is so contrasting to the neatness of the rest of the

store. Putting prices in consecutive order and placing the products on the table onto rails

would greatly improve this section.

SamANTHA HEDGER

NEXTBRIGHTON

FEB 2012

Next Brighton is in the same shopping centre as Zara, Miss Selfridge and BHS, it is approximately the same size as Zara but long as opposed to wide. The window display takes on a DIY/ dressing room feel, with a large mirror and fixtures on large wheels. The mannequins have a playful, casual pose in comparison to the rigid ones in other shops. They have incorporated all the ranges in store within their window display, you can clearly see mens, womens and childrens wear on display. Like M&S, in the window dis-play offers a placard showing the prices of the product displayed, which is something consumers find helpful. First impressions of the store were good, it appeared light and airy, however, certain sections, were harder to navigate as the gangway between products was small, especially in the childrenswear section. Overall the experience was pleasant, but there was nothing particularly special about the layout of this shop. The window display was definitely its strong point.

The oversized heart on the top of this fixture is eye catching and makes you look at the

products on offer. This display was situated between swim and casual wear, having it by a till point would have been more effective

as it offered beauty ranges.

SamANTHA HEDGER

These images show the layout of Next, being such a small store, nearly all the products

are eye level so you can see around. This has advantages and disadvantages. Like Zara the store is laid out in colour co-ordinates, with strong colours having their own section, the

below image shows this. Navy and green have their own fixture, as does burnt orange

and brown.

The campaign image at the top reflects the product on display, which works well. The

lighting used was definitely a strong point in the shop, and was really effective within displays.

This kiosk was confusing, as there was no way to order, or write anything down. There was a phone next to it so that may have been how, but it was unclear- and seemed a little

pointless.

SamANTHA HEDGER

BHSBRIGHTON

M&SBRIGHTON

SHOP FRONT well presented WINDOW DISPLAYS clear and consistent STORE LAYOUT navigated directly to food hall LIGHTING bright fixed ceiling lights HEATING moderate PRODUCTS neatly presented, attention to new items PROMOTIONS only on casualwear CUSTOMER SERVICE long queues and rushed service TIDINESS good USP food hall PRICE STRATEGY price leader.

SHOP FRONT curved, a lot of potential WINDOW DISPLAYS uninspiring STORE LAYOUT a little confusing LIGHTING bright HEATING uncomfortable PRODUCTS huge variety, tightly packed in PROMOTIONS too many signs CUSTOMER SERVICE excellent TIDINESS some areas messy USP discounts PRICE STRATEGY heavy discounting.

BRIGHTONBHS

MISS SELFRIDGEM&S

ZARANEXT

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MISS SELFRIDGEBRIGHTON

ZARABRIGHTON

NEXTBRIGHTON

SHOP FRONT small WINDOW DISPLAYS eye-catching ‘clouds’ innovative STORE LAYOUT guided through more expensive ranges first LIGHTING products highlighted well HEATING moderate PRODUCTS bazaar sizing but good choices PROMOTIONS none CUSTOMER SERVICE long queues but good service TIDINESS excellent, except sale area USP spanish PRICE STRATEGY price leader.

SHOP FRONT small WINDOW DISPLAYS product on mannequins STORE LAYOUT little navigation LIGHTING fantastic, good attention HEATING average PRODUCTS small key range PROMOTIONS small sale area CUSTOMER SERVICE excellent, in all areas TIDINESS good USP petites PRICE STRATEGY price matcher.

SHOP FRONT all glass WINDOW DISPLAYS intergrated props well STORE LAYOUT bit tight in areas LIGHTING good use on displays HEATING good PRODUCTS small work range (mainly) PROMOTIONS offers on basics CUSTOMER SERVICE average TIDINESS neat USP mail order PRICE STRATEGY price matcher.

SamANTHA HEDGER

BHSCRAWLEYMAR 2012

BHS Crawley is situated in County Mall shopping centre; its ground floor is opposite River Island and Miss Selfridge. It offers a Dorothy Perkins concession within store, a sister to BHS within the Arcadia Group. The store is vast, offering a selection of lighting, home, womenswear, menswear, childrenswear and wedding. Some parts of the store are neat, tidy and well presented, however the sale area is over exaggerated throughout the store. The window display consists of signs advertising the sale. This is a little overwhelming as there are signs throughout the store directing you straight to the sale section, rather than advertising full priced collections. Like BHS Brighton the store was nearly empty, womanswear was its busiest section.

The main emphasis in this shop is the half price sale, which you can see from the excessive

amount of signs.. Showing products that are on sale, rather than a lot of signs, would more

likely encourage consumers in store as they know what to expect.

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SALE SIG

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Although the window displays weren’t aesthetically pleasing, the mannequin

display at the entrance of womanswear is neat and to the point, the metal poles behind

the mannequins made it a focal point, and painted a different picture for the store than

the excessive signs everywhere else.

Dorothy Perkins has a lot of sale signs, not on the large scale as the rest of the store as

they were much more tactful and subtle. The displays are more consistent and you can tell straight away, before looking at the Dorothy

Perkins sign, that it is not from a BHS collection because of the layout.

These two pictures show a neatly presented BHS, not part of the sale collection. The

branding the individual collections shows different sections in store, a lot like M&S.

The right hand picture shows two large signs advertising the one product; just one sign

would have been enough.

SamANTHA HEDGER

Too many signs are a deterrent, the shoes are displayed neatly and in a good order. Rather

than 10 small signs, one large one would have had better impact.

The Point of Sale in this BHS is really good; the displays are full and offer products

consumers are likely to ‘pick up’ whilst waiting.

Apart from the current sale, the BHS credit card is being advertised a lot in this store. On quite a few boards as well as regularly

over tannoy.

SamANTHA HEDGER

NEW LOOKCRAWLEYMAR 2012

New Look Crawley is just outside the main shopping centre, near Dorothy Perkins, Primark and M&S. They have relocated several times over the past 10 years and this is the largest site. It spreads over two levels offering everything from womanswear, shoes, petite, lingerie, teenwear and menswear. Up until the last few months they also offered a tall section, which has recently been discontinued. An apologetic sales woman was on hand to inform me of this. The store is easy to navigate around; the ceilings are very high so it seems very spacious. The window display, although simple, was advertising one product in particular. In some instances it can have great benefits, but this was not one of their strongest products. The store is divided into sections, for example, going out clothes are in their own section away from casuals and denims. Shoes take up a large majority of the upper floor.

This display isn’t one of their strongest, however the colours used give information

about what to expect in store.

The product on display is right next to the rail with a variety of sizes.

SamANTHA HEDGER

The mannequin displays are really bright and interesting. They are within eyesight of the products displayed. The hairstyles are different for each look, long bohemian style for festival trends, in comparison to the playful blonde

curls for daywear.

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M&SCRAWLEYMAR 2012

M&S Crawley is situated away from the main shopping centre, next to a small Sainsburys. On first impressions it is not as modern as the Brighton branch, the window displays are slightly more traditional, with just mannequins displaying products rather than a very visual display. Like Brighton it was busy in store, most consumers congregated around the food hall. Womanswear didn’t offer as much variety in colours, instead it offered a larger amount of each product. Its interesting to see how a change in demographics determines what is in store, Crawley is categorised as a chavvy town, however the clothing was mainly casual and simple.

Like Brighton, it advertised new products in store.

The window displays is not as interesting as Brighton, but the products are neat and each

manequin complimented one another. Plinths showed pricing on the foot of each mannequin.

This is a good display for Mothers Day (minus the abandoned hanger) the clothes on offer are very mumsie so many people

would react well to this.

SamANTHA HEDGER

The product fixtures and mannequins in this store are really neat and smartly presented. Although they have less of a selection than other stores, they offer a large amount of

sizes in each product.

Integrating bags within clothing can cause unplanned purchases, which is a really good

idea. As is the ‘new’ signs to highlight the recent arrivals to store.

Placing the mannequins on the corner of two walkways, means an optimised amount of people will see, rather than in the centre of sections. M&S tend to do this a lot, this was

also obvious in Brighton.Really neat beauty section.

SamANTHA HEDGER

DEBENHAMSCRAWLEYMAR 2012

Debenhams Crawley is located within County Mall shopping centre; it is the largest store within the complex, expanding over three levels. It offers a variety of different concessions, some exclusive to the store and others available elsewhere. It offers everything from health and beauty, shoes, womenswear, childrenswear, menswear, lingerie, home and luggage. On first impression it is brightly lit and easily navigated, there are signs in the entrance describing what is available on each level. The window displays, are small, but bright and interesting. Although it is mainly image based there are a few products on display. The ground and first floors are a good temperature, however going up to childrenswear and home it was uncomfortably hot. Each concession has its own identity, even though they are all very different both in layout and products on offer. The store has put similar concessions together to compliment each other. There was a sale on, but signs weren’t overwhelming, you could easily find sale items within each section without being bombarded by signs like BHS. They also had a neat Easter egg range on the ground level and near all escalators. At till points, sweets and other small items were available.

The mixture of product and image works really well and makes the shop front interesting.

Really neat sale and offer signs aren’t overwhelming but are informative.

SamANTHA HEDGER

Differentiating between individual concessions is really easy to do. The fixtures and fittings are different for each one. The varied layout styles show the diverse range of products in store. As a department store Debenhams

appeal to a mixture of consumers really well.

SamANTHA HEDGER

Something as simple as different colour flooring to differentiate between the main walkway and each concession is really effective. Makes shopping and

navigation easy for customers.

These signs highlighting the ‘it’ product are similar to ones found in Crawley New Look and Brighton M&S. It’s an excellent way of bringing attention to certain products. The right hand side image advertising the blazer works very well. The products on display are easily accessible on the curved fixture behind.

SamANTHA HEDGER

Debenhams attention to detail is something of a strong point. The store is incredibly neat, unlike a lot of stores visited, there were no rails waiting for clothing returns or products on the floor. As you can see from these four images there are various different layouts in store. The black jewellery fixture was Star for Julien McDonald, all the free standing fixtures had this elaborate detailing on top. Principles took on a modern look; the far right image shows the centre display within the concession. The written content explains the history of the brand. Below is Ted Baker lingerie; this is elegant and luxurious in red and gold. These colours brought attention, not just to the concession as a whole, but individual products. Bottom centre is the Easter egg display, which in itself was incredibly neat.

SamANTHA HEDGER

BHSCRAWLEY

CRAWLEYBHS

DEBENHAMSNEW LOOK

M&S

SHOP FRONT good position WINDOW DISPLAYS for sale signs STORE LAYOUT ok, lacked direction in some places LIGHTING fixed ceiling lights HEATING too hot PRODUCTS huge range catering for mainly older people PROMOTIONS all over store, signs everywhere CUSTOMER SERVICE good, friendly TIDINESS concessions were excellent USP discounts PRICE STRATEGY heavy discounting.

SamANTHA HEDGER

DEBENHAMSCRAWLEY

M&SCRAWLEY

NEW LOOKCRAWLEY

SHOP FRONT old fashioned WINDOW DISPLAYS bright, pastel coloured STORE LAYOUT easy to navigate, all fittings are low LIGHTING really bright HEATING average PRODUCTS large range for younger consumers PROMOTIONS discounts for students CUSTOMER SERVICE good at till point TIDINESS good USP great prices, undercutting competitors PRICE STRATEGY Price matching.

SHOP FRONT large, quite dated WINDOW DISPLAYS uninspiring STORE LAYOUT directed straight to food hall LIGHTING good, highlighted displays HEATING average PRODUCTS good range, mainly ‘mumsie’ clothes PROMOTIONS on casualwear CUSTOMER SERVICE slow but friendly staff TIDINESS average USP food hall PRICE STRATEGY Price leader.

SHOP FRONT impressive area in shopping centre WINDOW DISPLAYS small but pretty STORE LAYOUT good, large gangways LIGHTING certain areas better than others HEATING slightly hot PRODUCTS huge range from high street to designer PROMOTIONS 25% off designer event CUSTOMER SERVICE brilliant within separate concessions TIDINESS some areas better than others USP in house brands PRICE STRATEGY Price matcher.

SamANTHA HEDGER

TOPSHOPKINGSTONMAR 2012

Topshop Kingston is located on the main shopping street. It is a narrow but long store, which is always busy. Being for fashion conscious teens, the store is always changing in layout and design, so all the fixtures are movable and the wall arms are adjustable. Topshop displays are always strong and innovative.

This makes for an interesting display, Topshop are utilizing the minimal space they have. Having products out of reach is inconvenient and would put many shoppers off, they should

consider placing some at arms reach.

The miss-match of textures, colours and prints is an interesting display. Being eye-catching is more likely to make passers-by look in. Window displays are so important for any

retail business.

SamANTHA HEDGER

Having the jeans suspended in the air means you can see where they are as soon as you enter the store. The red/purple/red

combination is the same on the rail directly under, which is simple but interesting.

The display is utilising the space within this small store, as well as showing the shoes off really well. The rugged old-fashioned

table brings out the crisp sleekness of the shoes.

Having movable fixtures means shops can be versatile for different ranges and styles.

SamANTHA HEDGER

M&SKINGSTONMAR 2012

M&S Kingston is on the main shopping road, just outside of the Bentalls shopping centre. On one side of the street there is a large building offering womanswear, menswear, childrenswear and food. Opposite is a large M&S Home, offering a variety of home furnishings. Kingston is a busy shopping town; M&S is incredibly popular. M&S food hall, in particular, is always buzzing, regardless of the time of day. On first impressions, it is very similar in style to Brighton’s M&S. Again the ‘its all about…’ signs are in the window and dotted strategically around the store. The styling and mannequin displays are very alike. Although this M&S has a similar look there is a lot of emphasis on sports wear, something mot really seen in the Crawley or Brighton branches. Richmond Park and The River Thames are within walking distance of the store; demographically it makes sense to offer sportswear for runners etc.

Identical to M&S Brighton.

This window display is interesting and there’s a lot to look at, the bright colours compliment one another and the models look

trans-seasonal, which is a strong selling point at the moment.

The neutral colours of this display make the signs stand out. Like the Brighton branch they link in with the window display.

SamANTHA HEDGER

8 colours and patterned products in exactly the same style.

Large sportswear range, although the mannequins are poorly dressed. The trousers are too short on all the mannequins. If they were styled better this display

would have been successful. The campaign image has fallen down, this makes the

display look messy.

From the entrance five mannequins lined up behind one another, on separate plinths make an effective

display. Making a good partition between Per Una and another M&S concession.

SamANTHA HEDGER

FRENCH CONNECTION

KINGSTONMAR 2012

The fixtures in store are both circular and straight, creating interesting gangways.

Brightly lit and well presented, the colours throughout the store compliment each other, a pretty pastel palette.

French Connection Kingston is bright, spacious and eye-catching. The most recent campaign covers the shop front like an oversized billboard. Images from the campaign also line the walls in store. As a high priced high-street store, it is not as busy as its budget competitors, however, it is beautifully presented with a glass staircase in the centre of the shop going up to menswear.

SamANTHA HEDGER

The displays of accessories are presented well; the glass fixtures mean they are visible at every angle. This is the only place the

product is displayed so people may be put off ‘touching’ or trying as they are look too styled to be touched.

SamANTHA HEDGER

SUPERDRYKINGSTONMAR 2012

Superdry Kingston is located within the Bentalls Centre. The store is beautifully presented; the rustic fixtures tie in well with the heritage feel of the brand. Like many Superdry stores, the entrance is spacious. The only downfall is towards the back of the store, it felt a little cramped as there were tall movable walls with products on. It wasn’t particularly busy on my visit, but there were several groups of customers, not one was a single shopper, which was an interesting observation.

SamANTHA HEDGER

Superdry signs were everywhere in this store, emphasis was definitely on the label rather then the individual products. The accessorize display was fantastic, with the many drop down lights; definitely a focal point within the shop. Each fixture certainly had individuality in mind, not one was the same. A display with shoe stands and products suspended by old chains was interesting. Every Superdry store visited looks identical, this is an advantage, as consumers know what to expect, much like All Saints stores. Having no variety can be rather constricting as if they were to alter their image consumers may not like the change.

SamANTHA HEDGER

BENTALLSKINGSTONMAR 2012

Bentalls Kingston looks spectacular from the outside. The 5-story department store sells everything from high end to high street fashion, jewellery, shoes, home and electrical goods. The store is impressive, each level has its own identity, high end is sleek modern and minimalist, high street is quirky, innovative with fabulous displays. The homewear department is beautiful; the displays are definitely worth a look, very kitsch and cute on one end, then minimalist and sculptural on the other. Their window displays aren’t particularly strong but the way the store is situated they don’t need to be. Depending on which level you are depends on footfall. Concessions such as Topshop and Miss Selfridge are always busy, but Max Mara and Ted Baker are far more relaxed.

High-end brands are minimalistic with an obvious luxurious feel. The

whole atmosphere on this level is more relaxed then on the high street level.

The small window displays are cute and work well with some concessions.

SamANTHA HEDGER

This high street concession is really pretty, however the lampshades (with the particular products on display)

makes it look more mumsie then chic.

The beautifully neat Ralph Lauren display for women is crisp and simple. The oversized flowers bring emphasis on the products displayed, rather

than taking away from it, as does the simple display from Phase Eight.

SamANTHA HEDGER

Ralph Lauren menswear takes on a heritage feel, the wooden

fixtures are old fashioned, but the images throughout

the concession gives the brand a modern sporty feel. I really like the circular fixture

holding crisp shirts.

Joseph is black, white and bold colours, the mannequins are in casual poses but the

smartness of the product gives it a luxurious feel.

SamANTHA HEDGER

These images are from various concessions situated near each other; complimenting, whilst being different from one another. Ted Bakers wooden kingfishers, Jigsaw’s glamorous chandeliers and Max Mara’s bright imagery take on their own identity. They all have various shades of pink, which tie them together; products are spaced out well, rather than crammed in like high street stores.

SamANTHA HEDGER

Bentalls homewear is exceptional, beautifully displayed, with each look presented individually. It’s done in a way, which is not messy, but interesting, there is a fine line, which they didn’t cross. I think homewear is a hard thing to get right, as there’s so much scope for error, people want inspiring and aspirational displays, advertising something they can have in the home. Shops selling homewear have to work on a blank canvas, rather than a mannequin or hanger like clothing.

SamANTHA HEDGER

SamANTHA HEDGER

KINGSTONM&S

TOPSHOPFRENCH CONNECTION

SUPERDRYBENTALLS

SHOP FRONT good WINDOW DISPLAYS bright and interesting STORE LAYOUT not a lot of direction LIGHTING fixed ceiling lights HEATING cold in areas PRODUCTS very plain, more casual/sportswear PROMOTIONS on food CUSTOMER SERVICE slow service TIDINESS campaign images were falling down USP food hall PRICE STRATEGY Price leader.

SHOP FRONT incredibly impressive WINDOW DISPLAYS neat but small STORE LAYOUT differentiation between each level and concession LIGHTING bright and varied HEATING moderate, warm in some areas PRODUCTS diverse range PROMOTIONS separate for each concession CUSTOMER SERVICE brilliant, on hand staff TIDINESS designer ranges were immaculate USP variety PRICE STRATEGY Price matcher.

BENTALLSKINGSTON

M&SKINGSTON

SamANTHA HEDGER

SHOP FRONT small, same as rest of street WINDOW DISPLAYS eye-catching STORE LAYOUT brilliant use of space LIGHTING bright, good attention to certain products HEATING moderate PRODUCTS small niche range PROMOTIONS student discount CUSTOMER SERVICE good from entrance TIDINESS brilliant USP market leader PRICE STRATEGY Price leader.

SHOP FRONT heavily branded WINDOW DISPLAYS small STORE LAYOUT cramped in some areas LIGHTING low lit in some areas, bright in others HEATING average PRODUCTS little differentiation PROMOTIONS none CUSTOMER SERVICE greeting on entrance TIDINESS neat displays USP heavy branding PRICE STRATEGY Price matcher.

SHOP FRONT bold, campaign image WINDOW DISPLAYS fantastic STORE LAYOUT easy to navigate LIGHTING very bright HEATING good PRODUCTS varied, all same colours though PROMOTIONS none CUSTOMER SERVICE friendly assistants TIDINESS spotless USP bold campaigns, luxury on the high-street PRICE STRATEGY Price leader.

FRENCH CONNECTION

KINGSTON

SUPERDRYKINGSTON

TOPSHOPKINGSTON

SamANTHA HEDGER

BHSLONDONMAR 2012

BHS London completely threw me back, the store was bright, spacious and the mannequins were fantastic. Situated on Oxford Street, the shop was the busiest I’ve ever seen a BHS, not packed, but there were more than a handful of customers. Rather than integrating colours they were colour blocked into sections, which was the only weakness. A neon pink and orange section could benefit being combined with calmer, more neutral colours, as would the lime green section. Injecting colour into the store is definitely a good thing, but they were slightly neon happy. Bright, bold colours everywhere! Saying that, the transformation was excellent. As the flagship, BHS are definitely on the right path, the clothes still appeal to an older audience, and slight tweaks in the cut would be likely to gain a slightly younger audience. In comparison to the Crawley and Brighton branch it couldn’t be more different- except for heat! I know for a fact BHS Horsham doesn’t have air-con, I think this is a trend within BHS stores! Overall amazing job BHS!

One campaign image would have been enough, if integrated with products, but

this display works well.

Eye catching and bold

She must have liked the store!

SamANTHA HEDGER

Although the products on offer were not to my taste, they are displayed well; the mannequins in the top left image look rather formal, which is in keeping with the product on offer. To make the Mix & Match section slightly more interesting,

layering of the product (like M&S) on the mannequins would be an idea.

These were the plinths used in the AW11 Press Show.

SamANTHA HEDGER

SamANTHA HEDGER

These mannequin displays are fantastic, unlike Topshop and Miss Selfridge they offer a realistic style to mimic, rather than styling

products unrealistically. All these 6 displays offer variety and choice and are extremely eye-catching.

SamANTHA HEDGER

TOPSHOPLONDONMAR 2012

Topshop London is situated opposite Oxford Street tube station, only a stones throw away from BHS. The Flagship is famous worldwide, tourists congregate inside. Although it is incredibly busy there is no sense of urgency or madness, there are minimal queues at the till points and changing rooms. Ground floor accommodates accessorises and bags, first floor for menswear, and the two lower floors are dedicated to womanswear and shoes. The sheer vastness of this shop does get you lost, so compensating with good signs would help, it took a good twenty minutes to find the tall section as it had moved from previous visits. Although finding specific sections easily is challenging, the general layout of the store is clear, each section is clearly

‘Hot pants 5 Ways’ was an interesting way to display a product, offering styling tips without face-to-face

interaction.

Keeping the mannequins simple showed off the bold products well.

Products out of arms reach are a deterrent for buying.

defined in colour and style and it flows well. The mannequins are eye-catching and different for each collection. The store is brightly lit with particular attention to displays. Although I didn’t manage to get a good photo of the shop window- it was far too busy outside to see anything, it was well presented, the building itself is spectacular, one of the oldest along the street. The huge amount of products on offer was brilliant, although many were out of reach, which was annoying (I’m 6ft and never usually have a problem!). The store is incredibly vast, both in scale and in range of products. One downfall was the clothes only went up to a size 16, which for an oversized nation, cuts out a large proportion of persons.

SamANTHA HEDGER

Mannequins on the left had coloured bandages around their faces, which attracted attention, varied levels made you look at several things at once. The right hand side displays are differing in height making

you look at the display as a whole.

SamANTHA HEDGER

M&SLONDONMAR 2012

M&S London is, like BHS and Topshop on Oxford Street. The shop front is eye-catching and inviting, the window displays weren’t as good as expected, nevertheless were consistent. On entering the store I was hugely underwhelmed. Having just been into the other two stores I expected a busy shop with bold displays and an array of products. Not the case. The store was almost clinical, there were no bold colours and the displays were unimaginative. There were no clear sections and they all seemed to blend into one another, which was a shame. The space was used well though, products were separated and gangways were a good width. PerUna was the strongest concession; fixtures were the most interesting in store. There was an interactive screen, which you could browse the full range on, but on testing it, I found it rather slow and didn’t hold my attention for long because of this. The first time I have said it, but BHS was so, so much better, the amount of customers in store reflected this. Downstairs, the food hall was busy, as expected, but there were empty shelves down each isle, which would have been understandable if it was later in the day.

SamANTHA HEDGER

Good use of space, but lack of colours gives the store a clinical feel.

The displays are similar to those in BHS London and Debenhams Crawley, however these simple versions lack imagination, for example a full mannequin either climbing the ladder or sitting on it would be more

interesting. Again with the PerUna display, placing brighter, or more varied products

inside would have been more eye-catching.

SamANTHA HEDGER

IKEA CROYDONMAR 2012

Ikea are known for their storage solutions, there are so many variances in store for any space and

room in the home.

I loved this furniture so much I brought it. All!

All the products displayed are available to take away that day; this is Ikeas USP for furniture.

SamANTHA HEDGER

I visited Ikea Croydon as inspiration for BHS homewear. Ikea have strong branding and their stores are laid out particularly well, they are incredibly easy to navigate and products are displayed beautifully, offering inspirational ideas for customer’s homes. Everything from wardrobes and beds, to sofas, chairs and kitchen utensils are displayed, as well as storage ideas and lighting concepts. The self serve model is something high street stores cannot implement as there is not enough on site storage, however, offering a similar experience where you can browse homewear in store and pay there, then get it delivered, would work really well.

Offering storage solutions for small homes is what Ikea are known for; their displays reflect this concept.

Guides in store help navigate around hypothetical rooms as well as each

floor as a whole.

Tags on each product tell customers where to find it in the warehouse at

the end of their shop.

SamANTHA HEDGER

SHOP FRONT impressive building WINDOW DISPLAYS interesting and bright STORE LAYOUT a little confusing in areas LIGHTING bright and varied HEATING freezing on ground level, but other areas fine PRODUCTS enormous range PROMOTIONS student discount CUSTOMER SERVICE excellent, too many staff if anything TIDINESS good for such a large store USP market leaders PRICE STRATEGY Price leader.

LONDONBHS

TOPSHOPM&S

CROYDENIKEA

TOPSHOPLONDON

SamANTHA HEDGER

BHSLONDON

IKEA CROYDON

M&SLONDON

SHOP FRONT can be seen from miles away WINDOW DISPLAYS none STORE LAYOUT by far the best LIGHTING attention to detail fantastic HEATING moderate PRODUCTS huge range PROMOTIONS Ikea card holder discounts CUSTOMER SERVICE little rushed at tills TIDINESS messy in market place USP flat pack, pick up now PRICE STRATEGY Price leader.

SHOP FRONT could be improved WINDOW DISPLAYS bold images STORE LAYOUT clear, excessive signs LIGHTING fixed ceiling lights HEATING uncomfortably hot PRODUCTS good varied range PROMOTIONS everywhere! CUSTOMER SERVICE good, not too rushed TIDINESS very tidy USP market leaders PRICE STRATEGY Price matcher.

SHOP FRONT bold WINDOW DISPLAYS small, uninspiring STORE LAYOUT good, large gangways LIGHTING varied in different areas HEATING good PRODUCTS varied range PROMOTIONS on casualwear CUSTOMER SERVICE long queues and rushed at till point TIDINESS good USP food hall PRICE STRATEGY Price leader.

SamANTHA HEDGER

John Lewis

Shaun Samson at Selfridges

All Saints

SamANTHA HEDGER

SHOP FRONTSLONDONMAR 2012

The high street offers a variety of window displays, from the bold ‘piñata’ style by Shaun Samson at Selfridges, to the stereotypically English Adam Towner window also at Selfridges. The variety leaves a lot of scope for experimentation of window displays. Every store must be different to attract the consumers imagination and invite them in store. Being able to identify a brand based on its window display is something many companies try to do.

I M A G E S C O P Y R I G H T O F M U D P I E

Jonathan Saunders at Liberty’s Zara Home

Adam Towner at Selfridges

Mumas and Papas

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MANNEQUINLONDONMAR 2012

River Island

Zara

Zara

Topshop

SamANTHA HEDGER

Mannequin displays are meant to inspire the consumer, they show style ideas and ways to wear products as well as being eye-catching and encouraging consumers to buy. I particularly love Topshops creative displays, using props to create interesting displays. Mannequins come in all shapes, sizes, poses and colours, materials and textures. Having the correct type to show off products is essential, a formal outfit on a casual posing mannequin would not show off the product well.

I M A G E S C O P Y R I G H T O F M U D P I E

Miss Selfridge

Topshop TopshopJohn Lewis

SamANTHA HEDGER

IDENTIFYINGTRENDS

Anything and everything influences retailers, from financial crisis and economic downturn, to the Internet, the London riots, the Olympics and the Queens Diamond Jubilee. Key events in the British calendar are sure to determine trends within retailers’ displays. From looking at stores I have identified certain trends, for example, heritage displays are now based on nostalgia and kitsch, giving them an identifiable British twist. Props are being rejuvenated with bright paint jobs and clothing takes on a faded neon look. Bentalls, Superdry and Topshop are perfect examples of this. Old-fashioned signs are increasingly popular and I predict that window displays will make a significant turn for vintage. Taking inspiration from Queen Elizabeth’s reign and creating displays from the fifties era. A British theme is sure to appear worldwide. Dolce & Gabbana, Milan, introduced old-fashioned box televisions into store, as did Ted Baker, Japan. Mulberry, London, windows recently toyed with a British seaside theme, featuring oversized ice-

cream cones and Brighton Rock. In the forth quarter of 2011 the British Government commissioned Mary Portas to create a report and recommendations to rejuvenate the British High Street. Due to economic downturn, out of town shopping centres and mass success of the Internet, the high street has suffered hugely. Nearly one in three shops stand empty. On 30/3/2012 the Government announced that it had accepted nearly all of Portas 28 recommendations. Due to this overhaul of the British High Street, many retailers will be keen to pick up on government incentives and creative opportunities. In terms of High Street giants (chain stores) the knock on affect of having smaller competition will encourage them to give the consumer incentives for coming in store. John Lewis have recently introduced wi-fi into all their London stores, encouraging consumers to browse online and essentially stay longer in store. Shazam, a music identification app has now teamed up with Mood Media to offer deals to shoppers. Linking phones to the

stores playlists will give consumers highlights and promotional codes from the brand. Technological themes will become apparent over the forthcoming seasons, for those being able to afford them. Old Navy, an American brand, recently did a TV ad campaign where potential consumers could scan the Ad from their phone, to access the mobile site instantly. 27% shopped from their sofa. Boundaries between stores, online, mobile and television are being blurred. For retailers to offer the ‘ultimate’ experience they have to latch on to this trend. Technological trends will involve interactive displays, incentives and different ways to shop.

SamANTHA HEDGER

FEB600th anniversary of

birth of author Charles Dickens

MARBest of Britain and

Ireland British Tourism WeekBritish Designs 1948-

2012, V&A

APR100thanniversary of

the sinking of the RMS Titanic.

World Shakespeare Festival

MAYThe Olympic Torch Relay

Royal Horticultural Society (RHS) Chelsea

Flower Show

JUNEDiamond Jubilee Festival

World PrideThe All England Lawn Tennis Championships

JULYFormula 1 Grand Prix

The British Open Championship

Olympic Games

AUGCowes Week

Paralympic Games

BRITISH EVENTS IN 2012

SamANTHA HEDGER

WHAT: Ballgowns: British Glamour since 1950WHEN: Tuesday May 15- Friday June 15WHERE: Harrods, LondonWHY: In celebration of The Queens Diamond Jubilee this year and the Victoria & Albert Museum’s forthcoming exhibition, Harrods is launching a pop up showcase dedicated to the worlds most beautiful- designers. Valentino, Erdem, Robert Cavalli and Nina Ricci are creating one-off unique dresses,www.harrods.com

WHAT: The Big British Tea PartyWHEN: May 31 – September 2, 12pm – 6pmWHERE: Selfridges, LondonWHY: As part of its Big British Bang festivities, Selfridges is inviting you to enjoy the highest of high teas on its London store rooftop from a shop serving drinks, light lunches and afternoon tea. As an accompaniment to the space, will be a crazy golf area complete with nearly 200 cypress trees and an old fashioned band stand – featuring daily performances British musicians. www.selfridges.com

WHAT: The Thames Diamond Jubilee PageantWHEN: Sunday June 3WHERE: From Battersea to London BridgeWHY: Held in celebration of the Queen’s Jubilee, this pageant will undoubtedly be one of this year’s biggest spectacles. Over 1,000 boats of all shapes and sizes will travel down the Thames, all decorated in appropriately patriotic flags and streamers. Expect chiming bells, tooting horns, a gun salute and fireworks. www.thamesdiamondjubileepageant.org WHAT: Karl Lagerfeld’s Queen’s Jubilee Commentary

WHEN: June 3WHERE: France 2WHY: In the same way Karl Lagerfeld featured in a live broadcast of last year’s royal wedding for French television channel France 2, the Chanel helmer is also giving live commentary on the Queen’s Jubilee celebrations on June 3. If you’re not based in France, never fear - the show is bound to hit YouTube not long after. www.pintrest.com

JUBILEE EVENTS

T E X T A N D I M A G E S C O P Y R I G H T O F V O G U E . C O . U K

SamANTHA HEDGER

WHAT: Jubilee: A Look From The CrowdWHEN: May 24 – October 31WHERE: Kensington Palace, LondonWHY: Although all eyes are on our current Queen this year, the Palace’s major summer exhibition focuses on Queen Victoria’s 1897 Diamond Jubilee – but from the perspective of the millions who joined the celebrations, from photographs and films of the event to the uniforms worn at the royal procession on the day. Highlights include a 115-year-old bottle of perfume made specifically for the Diamond Jubilee. www.hrp.org.uk

WHAT: Anteaques Tea and Antique ShopWHEN: Open Friday, Saturday and Sundays from 11am-7pmWHERE: 17 Clerk Street, Edinburgh WHY: This tiny tea room-cum-antique shop is the perfect place to drink the most English of drinks. As well as its impressive selection of teas (Queen’s Breakfast or Chocolate Cherry anyone?), Anteaques also serves a delicious array of homemade cakes and scones. Once you’ve finished eating, make sure you peruse its treasure chest of antiques – which are stored in the back of the shop. www.anteaques.co.uk

WHAT: The Big Jubilee LunchWHEN: Sunday June 3WHERE: NationwideWHY: With three large scale events already under its belt, The Big Lunch aims to bring communities together to hold street parties, barbeques and events on the same day with over two million people joining in last year’s festivities. Officially part of the Palace’s official Jubilee weekend events, the Big Jubilee Lunch is an excuse to eat lots and make merry with your friends. Its website offers tips and hints on how to get your party organised, whether it’s big or small. www.thebiglunch.com

SamANTHA HEDGER

WHAT: Queen Elizabeth II by Cecil Beaton WHEN: February 8 - April 22WHERE: The Victoria & Albert Museum, LondonWHY: To celebrate the Golden Jubilee, the retrospective will feature portraits of the Queen taken by trusted royal photographer Cecil Beaton. www.vam.ac.uk

WHAT: The Queen: Art & ImageWHEN: May 17 – October 21WHERE: The National Portrait Gallery, LondonWHY: Spanning the 60 years of her reign, this exhibition showcases pictures of the Queen by the art world’s leading names, including Lucian Freud, Andy Warhol, Annie Leibovitz and Cecil Beaton. www.npg.org.uk


SamANTHA HEDGER

WHEN: Saturday June 23WHERE: Trafalgar Square, LondonWHY: The cream of the West End’s theatre will come together to perform a host of memorable numbers and acts from shows including The Wizard of Oz, Billy Elliot, Chicago and The Lion King – all for free. www.westendlive.co.uk

WHAT: World Shakespeare FestivalWHEN: April 23 – NovemberWHERE: NationwideWHY: One of Britain’s most famous names, William Shakespeare, will be given the ultimate tribute this year as thousands of international artists take part in 70 of his productions across the country, from London and Birmingham to Newcastle and Brighton. If you can’t make it down to a theatre, the celebrations will continue on the small screen with a host of BBC Shakespeare adaptations created by Sam Mendes’ production company– with Ben Whishaw starring as Richard II. www.worldshakespearefestival.org.uk

SamANTHA HEDGER

WHAT: The Rivoli BallroomWHEN: Open for specific nightsWHERE: 350 Brockley Road, LondonWHY: The only original Fifties ballroom left in the capital, The Rivoli Ballroom is still a relatively little known London institution – with a jaw-droppingly beautiful interior, featuring red, velvet walls adorned with gold-framed vintage pictures and giant glass chandeliers and lanterns that hang from the ceiling. The space hosts an array of themed nights, with one of the most popular being its Jive Party (over 150 revellers were turned away from its over-subscribed doors at a January event), – where live bands provide the entertainment. Join the hundreds of impressively talented dancers on the dance floor in what is truly a memorable London night out. www.rivolilondon.com

WHAT: Harrods’ Window Display CompetitionWHEN: April 9 - April 19WHERE: HarrodsWHY: Harrods is giving the public the chance to design its iconic windows through a competition, held on its Pinterest page. All shoppers need to do is submit three moodboards, which will be shortlisted by the shop’s image director, Mark Briggs, before being posted on the Harrods Facebook page. The deadline for this competition ends on April 19. www.pintrest.com

SamANTHA HEDGER

WHAT: Dickens 2012WHEN: From January – December 2012WHERE: InternationallyWHY: The BBC’s recent television adaptation of Great Expectations starring the immeasurably hand-some Douglas Booth got us all excited about Charles Dickens again, just in time for what would have been the novelist’s 200th birthday. The occasion will be marked this year with a plethora of international events, from exhibitions to new films and theatre shows. Highlights include the forthcoming movie version of Great Expectations, featuring Jeremy Irvine, Helena Bonham Carter and Ralph Fiennes. www.dickens2012.org

WHAT: Britain CreatesWHEN: JuneWHERE: LondonWHY: In honour of the London 2012 Olympics, fashion and art’s leading names are collaborating to create a host of unique works of art to be showcased in a new exhibition. Designers who have signed up to date include Christopher Kane, Sarah Burton, Matthew Williamson, Mary Katrantzou, Christopher Bailey and Vivienne Westwood, as well as artists Marc Quinn and Charming Baker. www.londonfashionweek.co.uk

WHAT: Bridget Jones: The MusicalWHEN: TBC 2012WHERE: LondonWHY: It may not be the most high octane of cultural pursuits, but one of Britain’s best loved fictional characters, Bridget Jones, is set to have her life turned into a musical this year – with the help from the nation’s top creatives. Legally Blonde theatre star Sheridan Smith will play the title role, Lily Allen is set to provide the soundtrack, while Billy Elliot co-director Julia Webber is working with the book’s original author Helen Fielding on the script.


SamANTHA HEDGER

TREN

D P

RED

ICTI

ON

S

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TREN

D PR

EDIC

TION

S

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VINTAGE NOSTALGIA

Stepping back in time, offering vintage props, signs, campaigns and mannequins. Royal blue, red and white are prominent colours within this trend as are references to the Queens Jubilee. Leading up to the event between the 2-5th of June many British retailers will reference their heritage.Dolce & Gabbana

Dolce & Gabbana Harvey Nichols

Lanvin

Joy

SamANTHA HEDGER

Harvey Nichols

Chocheng

Anya Hindmarch

Anya HindmarchCath Kidston

Cath Kidston

I M A G E S C O P Y R I G H T O F M P D C L I C K A N D W G S N

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Church

Ted Baker Diletts & Snobs

Diletts & Snobs

Ted Baker


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PIN-UP GIRLSVINTAGEPRINTSAND A

BYGONE ERA

There will be a lot of referances to vintage cars in the coming months

Casual seaside scenes will be recreated.

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Christopher Kane Burberry Prorsum MulberryBasso and Brooke

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House of HollandGilesBasso and Brooke Erdem


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Mulberry

Scribbler

Space NK Mac

Mac

Faded neon and ice-cream colours are set to dominate the high-street this summer. Replacing last season’s nu-rave colours with a more relaxed colour pa lette . Saying that , a f lush of t radit ional neon is l ikely to be integrated within the sof ter pa late , injec t ing eye catching points to displays .

SORBET SHADES


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D&G campaignElle Russia

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House of FraserAnthropologie

Maarten Van Der Horst Desigual


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Christian Louboutin Topshop

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Moschino Cheap & ChicBritish Vogue

Vogue TurkeyMissoni

Preen by Thorton Bregazzi

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Mary Katrantzou Vogue US

IMA

GE

S C

OP

YR

IGH

T O

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PD

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ICK

AN

D W

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N

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Adidas River Island

ZaraAdidas

Topman

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OLYMIIAD

With the forthcoming Olympics and Paralympics in London, retailers will take on an athletic approach to shop windows and displays. Mannequins will be versatile, posing as if on the move and sporty apparel will be shown.

Adidas

Puma


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Ralph Lauren

Massimo DuttiTommy Hilfiger

River Island

Amanda Wakeley

IMA

GE

S C

OP

YR

IGH

T O

F M

PD

CL

ICK

AN

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lacoste DaksCikz Acne

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WATERWORLD

Chanel

ChanelChanel

Georgio Armani Georgio Armani

Peter PilottoPeter Pilotto

Chanel

With hot weather the masses flock to the seaside, this trend brings the underwater world into the wardrobe. Chanel, Georgio Armarni and Peter Pilotto show the waterworld off spectacularly well. With the weather heating up people will look for seaside alternatives in the shop, I think many retailers will sway towards this trend.

SamANTHA HEDGER

Basso and Brooke Basso and Brooke


SamANTHA HEDGER

EXOTIC SKINS

Burberry Prorsum

Gies Nicole Miller David Koma

Custo

Accessories have taken on an exotic twist, leathers are dyed in bright shades, printed upon and manipulated. Retailers will be quick to pick up on this trend, integrating these bold accessories into displays and within product fixtures.

SamANTHA HEDGER

Gucci Gucci

Bottega VentaLoewe Loewe

Loewe

IMA

GE

S C

OP

YR

IGH

T O

F M

PD

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AN

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GLITZ

Sequin and beaded detailing was present on the SS12 catwalks, the trickle down effect from high-end retailers will mean this glitz will be in the high street by summer. Window and mannequin displays will also adapt to this trend, Jonathan Saunders at Liberty’s has already embraced this trend (see shop fronts London Mar 2012)

SamANTHA HEDGER


SamANTHA HEDGER

This book has taught me to look in depth at Visual Merchandising, looking at themes in stores, layout, the contrast between different locations, both in style and products available, as well as predicted themes for summer 2012.

Taking into consideration my findings on the British High Street, in particular BHS, I shall now propose an idea for a Jubilee inspired window, to be pitched to BHS, as an employee. I understand the workings of this company, both as a shopper and an insider. I have had the opportunity to work both on the shop floor and head offices. This shall be a valuable resource for my proposal.


Visual Merchandising Diary

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