VISUAL MERCHANDISINGBy: Patricia Lorente & Olivia Llagostera

“L’étoile”

STORE

Multi brand store

Style

-Elegant, young, vintage look, rock style, cutting edge sense ofstyle, sophisticated fitted pieces, basics.

Six brands:

- Maje, RVCA x Erin Wasson, Patricia Nicolas (Jewellery), Bird byJuicy Couture, All Saints, American Vintage

Location

- El Borne

BRANDS

RVCA x Erin Wasson

American Vintage Bird by Juicy Couture

Maje

All Saints

Patricia Nicolas

PRODUCTGarments

-Large offer (Total look)

-Skinny jeans, fitted pants, cardigans, leather jackets, t-shirts,jumpsuits, shoes, sweaters, vests, shirts, leggings, jewellery

Colors

-Black, grey, white, gold, silver, blue, nudes, red, khaki, navy blue.

Prints

- Floral, checks, stripes, animal prints.

Decorations

- Fringe, studs, sequins, images, lace.

TARGETDemographic profile

Age: 18 - 30 years old

Gender: Female

Occupation: Students - part time jobs

Income: Middle-upper income or depend on parents

Hobbies/activities: Fashion, art, design, reading, traveling, music,movies, books, going out.

Music: The XX, Metric, Coco Rosie, Bat for Lashes

Where do they shop? Maje, Topshop, COS, Vintage shopping,boutiques in Borne, Zara, H&M.

Shopping drivers: Design, innovation, style.

INTERIORMeasures

- 100m2 store and 50m2 Stock area.

Ambiance

-Cozy, elegant, sophisticated, vintage looking

Decoration

-Black / dark grey painted walls

-Dark wooden floors

-Torn wallpaper

-Black & White pictures, Vinyl, mirrors

Furniture

-Rococo style

-Table, Chairs, sofas

INTERIORFitting rooms

- Stainless steel doors, mirror, chair

Music

-Coco Rosie, Metric, Bat for Lashes, The XX

Lighting

-Chandeliers, built in lights in the ceiling

Scent

-Diptyque candles around the shop

Staff

-Nice, friendly and polite

-Wearing clothes from the store

-Aware of the product

STORE IMAGE

- Fashion model

- USA

- Internationally known

- Personal style matches our product

- Early adopter

- Followed by many people

DREE HEMINGWAY

MERCHANDISING SRATEGY• Clear look - not too much•Long table at the entrance- Vinyl-Books-Movies-Magazines

• Divided in different rooms- Rack (lateral hanging)- Table- Chair- Light- Interior mannequins- Wooden hangers- Two sizes per garment: S and M

MERCHANDISING SRATEGY

Catalogue- Model (Store image) mixing brands

Shopping bags-Cotton bags-Re-usable

• Change of windows display every twoweeks- Similar theme, just new garments- 8 changes per season

MERCHANDISING SRATEGY

MajeRVCA

x Erin Wasson

Patricia Nicolas

Birdby Juicy Couture

American Vintage

All Saints

WindowsChanging rooms

Entrance

WINDOWSMannequins

-Atrezzo mannequins (reallooking)

Look

Hair: Long wavy brown hair,short bob with fringe.

Make up: Simple make up, dakreyes

-Rock style look, rebellious, fun,sexy and strong

Decoration

-Background torn wall paper,chairs and the mannequins.

ACTIONS (communication)Magazine

-Fashion, art, design (i-D, Architectural Digest, Vogue)

Internet

- Facebook, Twitter, other blogs

Blog

- Lifestyle blog

- Music events, movies, places to go.

Website

- New arrivals, trends, brand and product information

- Online buying.

Thank You!!