THE VISUAL MERCHANDISING PROPOSAL FOR

SKETCH.“Visual merchandising is the physical representation and

communication cue of the brand or retailer, through creative grouping and presentation of merchandise in windows and in the

store.” (Easey, 2009)

By Stacey-Jane RossStudent No: S1105444Fashion Brand Visual MerchandisingInternational Fashion Branding (Level 3)

BRAND CONCEPTBrand Name:• SKETCH.“In the increasingly hip and cutting-edge field of illustration, there is no trend hotter than fashion illustration.” (Borrelli, 2008)

Brand Mission:SKETCH aims to deliver the most up-to-date pieces to consumers, only weeks after it has been spotted on the fashion runways. • “Fast fashion has become a major driver for sales of clothing in

the UK; consumers have become increasingly conscious of the latest styles and are continually trying to keep up with the changes.” (Keynote, 2013)

Target Market: • Fashion-forward, females in full-time education & young

professionals with a fairly disposable income• Aged 18-34• Active and ‘on-the-go’ lifestyles• Appreciate high quality and long-lasting pieces of clothing;

Mintel (2013) states that “quality and durability are people’s main priorities when buying clothes for themselves...and are ten percentage points more important than low price.”

BRAND CONCEPT CONTINUED...Target Market Justification:• “The popularity of high-end brands is heavily biased

towards the younger generation, and declines progressively with age; eight in ten under-25s are luxury goods buyers, compared to less than half of over-55s.” (Mintel, 2011)

• Additionally, it is also stated that younger, cost-conscious shoppers, particularly students, normally purchase luxury products when they are being sold at a reduced price. It is 25-34 year olds who are “more valuable to the market due to their heightened spending ability.” (Mintel, 2011)

Competitors:SKETCH can be described as a ‘high-end high-street’ fashion retailer offering fairly luxurious pieces, at affordable mid-to-high prices, designed to last a lifetime. In terms of style and price SKETCH’s main competitors would be Mango and Zara. “The secret to Zara’s appeal is that, although shopping there is cheap, it doesn’t feel cheap.” (Tungate, 2004)

Theme:While there will be no firm theme throughout the store, a colour scheme has been selected and will be adhered to. The colour scheme is almost mono-chromatic and consists of black and light grey. The décor will be timeless, thus saving time and money as it will not have to be renewed too frequently.

CONSUMER LIFESTYLE BOARD

STORE LOCATION

43 West Nile Street,Glasgow,G1 2PT

“The location of a store must be appropriate to retail business: to reach the right kind of customer it is important for a

store to be in a street that reflects its image.” (Varley, 2006)

STORE LOCATION CONTINUED...Glasgow is Scotland’s second largest city and has a population of around 660,000 people drawing on an estimated catchment in excess of 2 million people.

“Glasgow’s reputation as one of the best shopping destinations in the UK has been confirmed, after a major retail survey placed the city in the number one spot.” (Doherty, 2004)

The unit is located in the heart of the city centre, on the west side of West Nile Street, close to its junction with St Vincent Street and to the prime retail pitch of Buchanan Street. This well established location is home to a variety of restaurants, bars and retail operators. The unit is also situated close to two main railway stations and several education establishments such as Glasgow Caledonian University and The University of Strathclyde.

Although West Nile Street is not located on the main shopping streets, it is in close proximity and will have the additional advantage of frequent passing traffic.The exterior of the store will not change greatly. It will be painted with Dulux “White Mist” – a very pale grey – and will still stand out between the dark red and green stores on each side.

STORE EXTERIORGreen (2011) claims that the storefront has to enlighten shoppers as to what price range, products and their quality, and level of customer service the store is wishing to entice inside.

Pegler (2006), states that the sign on the outside of the building is what first makes an impression with both potential customers. It is also stated that the lettering, font, material, colour and style used are very important. The brand name will be centrally located above the store; the typography used will be bold, large and capitalised. The colour of the lettering will be black to ensure that it will jump out from the paler background. This will ensure that it is clear and easy to read by passers by. This typography will consistently be used on packaging and labels.

Light grey paint will be used on the outside of the store; this is in-keeping with the selected colour scheme, The shade “White Mist” by Dulux has been chosen and will provide a good contrast from the dark red and green units on either side of the store.

WINDOW DISPLAYS Mower et al, 2012, states that “from window displays, potential customers gather information used to help make decisions about whether to shop at a particular store.” Furthermore, Portas (1999), describes store windows as “the retailer’s most economical form of advertising”.

The retail unit being used comprises of two windows – one is fairly large while the other is half the size. They are both open-back windows, therefore they have no back wall but “offers a direct view into the selling area beyond.” (Pegler, 2006) The smaller window, on the right hand side of the unit is going to remain open-back so that customers can see in to the new store to gain a sense of what kind of brand SKETCH is.

The larger window will be merchandised. A backdrop of a straight, black velvet curtain will be used – this will give off a ‘luxurious’ vibe to passers by and will stop the interior from being on show through this window. No mannequins will be used in the window as it will instead showcase a ‘larger-than-life’ hero piece from the brand’s collection at the time. The garment will almost always be vibrant and bright in colour in order to attract attention as it contrasts with the black back-drop. On the garment there will be high-quality sketches, pinned all over, showcasing the various design stages of that garment. This aims to encourage passers by to stop and look in the window before deciding to enter to find out more about the brand and what it offers.

STORE INTERIOR INSPIRATION

While the store is a flagship, it is not huge in size as it is considered more of a boutique.

The retail unit comprises of two floors – the basement and the ground floor which is at street level. The basement is 96.61 square metres (1,040 square feet) – this will be used as a small storage area. The ground floor measures 103.87 square metres (1.118 square feet).

As stated in the ‘brand concept’ section, SKETCH has a colour scheme of pale grey and black. This will be apparent throughout the store.

In terms of the number of garments on display, the store is very minimal. “The minimalist strips down the store to only what’s absolutely necessary. A few select items are displayed, each one presented in serene splendour.” (Shepard, 2012)

In order to have as much of a variety of garments on the shop floor as possible, only one garment in each size will be out at any time i.e. a coat will be produced in sizes 6, 8, 10, 12, 14, 16 and 18, and so there will be 7 coats of that style being displayed. Due to this, shelving and wall fixtures will be heavily utilised in the store.

STORE INTERIOR

STORE INTERIOR CONTINUED...WALLS AND FLOORING:Like the outside of the store, the walls inside will be painted with ‘White Mist’ Dulux paint. This will result in a seamless transition from the pavement to shop floor.

On the wall above the cash desk there will be ornate black frames of different shapes and sizes – these will contain various fashion sketches.

Contrasting this, there will be polished, black marble tiles. These retail at £75.14 per square metre and will cost a grand total of £7,828.80. While these seem expensive they will be worth the money in the long-run as they are easy to clean and hard-wearing.

There will also be a sheepskin rug.

FURNITURE:There is one main piece of furniture in the store – a black leather sofa. This will provide a ‘homely’ feel to the store and feel inviting to customers.

TILL POINT:A custom-built, black marble cash desk will be in place.

STORE INTERIOR CONTINUED...MANNEQUINS:Abstract, matte black mannequins will be used in the centre of the store to showcase key items; four mannequins striking different poses will be used. Pegler (2006) claims that, as mannequins are so expensive and sometimes limited to only a few years of being ‘in fashion’, smaller retailers limit their purchases to two or three mannequins.

The abstract mannequins have simple, egg-shaped heads and little sculptural definition; they may also have elongated limbs which make it look more elegant and decorative. (Pegler, 2006)

STORE INTERIOR CONTINUED...FIXTURES AND FITTINGS:Keeping with the minimalist approach, there will be no stands on the shop floor. Instead, the wall space will be heavily utilised. Black chrome fishtail garment rails will be used – these are adjustable and can be at a height between 4ft and 6ft. For consistency, SKETCH will ensure all rails are at a height of 5ft – high gloss, black floating shelves will also be above these rails and will display handbags and shoes,

STORE LAYOUTKEY:

- FITTING ROOM

- TILL POINT

- WINDOW

- ENTRANCE/PORCH

- TWO SEATER LEATHER SOFA

-FAUX FUR RUG

- MANNEQUIN CLUSTER

- HEAVY DUTY RAILING AND SHELVING

ATMOSPHERICSKotler (1973) coined the term ‘atmospherics’ which can be defined as “the effort to design buying environments to produce specific emotional effects in the buyer that enhance purchase probability.”Varley (2006) states that “there are many things that blend together to create an atmosphere, and atmospherics are cues that act on the subconscious through the sense to create a state of mind in the customer.” The term is therefore concerned with stimulating the five senses: visual, aural, olfactory, tactile and taste.

Visual Stimulation:• Concerned with colours, lighting levels and the appearance

of the items in storeAural Stimulation:• Concerned with sounds or music and their volume, tempo

and style Olfactory Stimulation:• Involved with the sense of smell and if there is a scent

present in storeTactile Stimulation:• Sense of touch; textures within a store environment and

interaction with stockTaste Stimulation:• Concerned with sense of taste: not common in fashion

retail environments

SKETCH will use various techniques in order to affect consumer behaviour by attempting to stimulate the visual and aural senses. No scent will be present in the store. Tactile stimulation will not be looked at as it is mainly concerned with the stock on display; SKETCH will not use tactics to create a taste stimulation with customers.

VISUAL STIMULATIONVarley (2006) argues that “a great contributor to the general atmosphere in store is the lighting used. The overall level of ambient lighting needs to be such that the customers can see the merchandise clearly and the store looks bright and inviting.” She further goes on to explain how lighting can cleverly be used to enhance interest in the store itself; the use of different kinds of lighting all pointing in specific directions can create a very good effect.

Quartier et al (2008) conducted a small experiment in which they photographed one item, for instance an apple, several times under different lighting and asked participants to rate how it made them feel. It was recorded that in some cases, a participant would not instantly realise that the item was the same as the previous one – this highlights that lighting does have a massive impact on how we view things.

There will be two main types of lighting used in store as different needs must be met. On the shop floor, LED spotlighting will be used because of the efficiencies they possess. “They have a very long lamp life (in excess of 25,000 hours), are efficient, shock-resistant, dimmable, and have minimal heat generation.” (Green, 2011) The LED lighting will be used around the edges of the store, above the wall fixtures and till point. Using the spotlights above merchandise on the wall fixtures aims to draw attention to the merchandise and allows customers to see it more clearly.

The second type of lighting used will be present in the fitting rooms. Filament bulbs, although considered to have low efficiency will be utilised because of their emission of “warm, yellow-white light that is very flattering to human skin colour”. (Green, 2011) The aim of this is to flatter the customer and make them feel comfortable and good-looking in the garment they are trying on therefore persuading them further to purchase the item.

VISUAL STIMULATION CONTINUED...

In addition to the LED spotlighting and filament light fixtures that will be used, there will also be a chandelier in the centre of the store, directly above the cluster of mannequins.

This chandelier is inspired by Philippe Starck’s Bacarat Chandelier and is mainly used for décor purposes. However, filament bulbs will also be used here too – this will showcase the garments on the mannequin in a much warmer and inviting light.

LIGHTING PLAN

KEY

- CHANDELIER- LED SPOTLIGHTS

- FITTING ROOM LIGHTING (FILAMENT)

AURAL STIMULATIONYalch and Spangenberg (1990) stated that there was a difference in the amount of time shoppers spent in store depending on their familiarity with the music that was playing. “When shoppers were exposed to music that they normally listen to (foreground for young shoppers and background for older shoppers), they reported spending less time in the store than they had intended relative to when they listened to music they do not usually select (background for young shoppers and foreground for older shoppers).”

For this reason, SKETCH will play classical music in store – it will not be fast tempo but relatively medium-paced to encourage a leisurely look around the store. The volume of the music will also not be overly loud, SKETCH wishes to create a relaxing a peaceful atmosphere for its customers.

EXPENSESITEM QUANTITY PRICE SOURCE

WALLS & FLOORING Dulux “White Mist” Paint 5L Tin 15 £674.85 http://www.dulux.co.uk/colour/jasmine_white#white_mist

Black Ornate Picture Frames 6 £89.94 http://www.dunelm-mill.com/shop/black-ornate-highlife-photo-frame-111124

Black Marble Floor Tiles 224 Boxes £7,828.80 http://www.toppstiles.co.uk/tprod3609/section1367/Polished-Marble-Black.html

Ivory Sheepskin Double Rug 1 £110 http://www.johnlewis.com/john-lewis-sheepskin-double/p452464?colour=Ivory

FURNITURE Black Leather 2-seater Sofa 1 £900 http://www.thechesterfieldcompany.com/products/

coniston_leather_sofa.php

FIXTURES & FITTINGS Black Marble Cash Desk (Custom Made) 1 £8,500 http://www.custommarbledesign.com/

Floating Shelves (Black) 25 £125 http://www.ikea.com/gb/en/catalog/products/70103622/

Chrome Fishtail Garment Rails 8 £326.32 http://www.shop-equip.com/retail-equipment-1/fashion/clothes-hanging-rails/garment-rails/chrome-fishtail-garment-rahttp://www.ikea.com/gb/en/catalog/products/70103622/ils-all-sizes-2.html

DISPLAYS Matte Black Abstract Female Mannequins 4 £3,000 http://www.hansboodtmannequins.com/display-mannequins.html

LIGHTING Chandelier 1 £1,719.80 http://www.affordablechandeliers.net/shop/18-light-bruce-chandelier/

LED Spotlights 3 x 4 pack £135 http://www.ikea.com/gb/en/catalog/products/40171405/

Filament Lighting Fixture 4 £700 http://filamentlighting.com/heirloom.aspx

RETAIL UNIT One Month Rent during renovation N/A £3,583.33 http://www.culverwell.co.uk/retail/index.php?seo=glasgow

TOTAL: £27,693.04

Remainder of budget to be used for labour and stock

REFERENCES• Borrelli, L. (2008) Fashion Illustration by Fashion Designers. London: Thames & Hudson• Doherty, J. (2004) Glasgow Top UK Shopping Destination. The Scotsman. [Online] 6th

February. p.11. Available from: http://thescotsman.com. [Accessed: 2nd December 2013].• Easey, M. (2009) Fashion Marketing, 3rd Edition. West Sussex: Wiley-Blackwell• Green, W.R. (2011) Store Design. USA: Zippy Books• Keynote (2013) Clothing Retailing Market Report 2013. Teddington: Keynote Limited• Kotler, P. (1973) Atmospherics As A Marketing Tool. Journal of Retailing. 49 (4). p.48• Mintel (2011) Consumer Attitudes to Luxury Brands – UK, November 2011. London: Mintel

International• Mintel (2013) Clothing Retailing – UK, October 2013. London: Mintel International• Morgan, T. (2010) Window Display – New Visual Merchandising. London: Laurence King

Publishing• Mower, J.M., Kim, M. and Childs, M.L. (2012) Exterior Atmospherics and Consumer Behaviour.

Journal of Fashion Marketing and Management. [Online] Emerald Insight16 (4). p.442-453. Available at: www.emeraldinsight.com. [Accessed: 10th December 2013]

• Pegler, M.M. (2006) Visual Merchandising and Display. USA: Fairchild Books• Portas, M. (1999) Windows: The Art of Retail Display. New York: Thames & Hudson• Quartier, K., Christiaans, H. and Van Cleempoel, K. (2008) Retail design: lighting as an

atmospheric tool, creating experiences which influence consumers’ mood and behaviour in commercial spaces. [Online] Available from: http://shura.shu.ac.uk/496/. [Accessed: 2nd December 2013].

• Shepard, J. (2012) New Trends In Visual Merchandising. New York: RSD Publishing• Tungate, M. (2004) Fashion Brands. London: Kogan Page• Varley, R. (2006) Retail Product Management, 2nd Edition. New York: Routledge• Yalch, R. and Spangenberg, E. (1990) Effects of Store Music On Shopping Behaviour. The

Journal of Consumer Marketing. 7 (2). p.55-63