Vm chronicles no.11 an eleventh series of extraordinary retail events

from VM-unleashed! Ltd

The 11th series of extra-ordinary events

Freestanding Fashion: Tesco oFF & Running

An established attraction within Tesco stores the familiar face of F+Fnow has a fascia, proud and prominent in the Earls Court flagshipstore. A mezzanine with meaning. Womenswear takes the stage with afriendly functional fit-out clearly segmented in formal casual andlingerie. The mezzanine situation provides a welcome firebreak fromthe frantic food offer below, where mannequins and busts enhancefashion gondolas and power product tables alike. The added-value theseparation allows is bound to add fuel for a roll-out across Tescostores as well as a development of the standalone stores currentlydipping their toes into the fashion waters of the Channel Isles.

No. 1101

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Cool Cat in the Capitol: Tiger Earns its Stripes

Tiger has been slowly prowling the streets of the world for a while, withits irresistible proposition of impulse product, low prices and beautiful,attractive designs. Its latest incarnation is its first attack into the streetsof London with a bright bold yet typical store on Tottenham Court Road.The assortment creams the impulse element from popular categoriessuch as stationery, home decor, food and fashion with a keen eye onseasonality and relevance. Star wall is the moustache fashion story in-line with current trend and charity events, and an ever growing andimpressive Christmas assortment. Smart graphics, bold displays, easeof shop and an impulse to spend combine to create a conversion ratethe envy of all.

No. 1102





Power Player: Reebok Reefreshed, Reenergised

Hot on the Heels of Athleta, Reebok unveils its urban equivalent - ahub for staying fit and fired in the hectic haze of modern life. thecollection is focused and fashionable but overall highly functional forthe street, the gym or the court, building on Reeboks heritage as oneof the pioneers of performance sportswear. Centrepiece of the store isthe activity wall with clubs, training and personal fitness management,whilst footwear walls take centre stage in both mens andwomenswear. This store feels friendly, intimate and inviting, filled withinvention and incentive for a fitter, fulfilled future.

No. 1103





Maxximum Potential: TK Putting on the Style

On the back of surging sales, TK Maxx plots its path to bargain branddomination with a central London flagship store in the heart offashionista Covent Garden. The selected assortment tailors to thetrendy and the cash-strapped coveters of current labels. New to thisstore is the Goldlabel departments where only the very best premiumbrands rub shoulders literally with each other. GoldLabel revels in anupscale store design with graphic wall bays, low density VM and vintagerails, whilst the whole store stands in splendid glory on wooden floorsand bathes in the glow of intimate spotlighting. Familiar to many,accessible to all and now attractive to a whole new demographic doyen.

No. 1104





Fancy Footwork: Asics Speak for Feet

Bathed in a blissful blue the Asics flagship stores exude a confidencethat comes from being one of the premium performance footwearbrands. There is authority and integrity in the regimented displays, thestreamlined athletic mannequins and the tactile surfaces of the store.Focal to the proposition and the adventure through the store is thefootwear laboratory where potential purchasers can participate in aplethora of tests to find the perfect footwear for their desired activities."Let for your Feet Speak" states the lab in a store that speaks for itself.

No. 1105





"Curated by": In JL we Trust

‘Curated By’ is a new space in the nations most trusted retailer - JohnLewis - which offers customers the chance to selectively shop key piecesfrom premium fashion brands. Handpicked, the first edit includesexclusives from Sacks, Pyrus, Stella Forest, Charli, Muubaa and SecondFemale as well as Avoca Anthology, By Zoe, Bensimon and Rene Derhy."In John Lewis we trust!"

No. 1106


Weaving Magic: Great Lyle & Scott

Traditional Scottish knitwear brand Lyle & Scott confirms itstransformation into a brand at the vanguard of contemporary youthfashion with a first flagship store on hip Carnaby Street. Straight linesand urban materials sit easily with its trendy neighbours whilst itsheritage is woven beautifully into the store fabric through the warmth ofwood and the replication of looms complete with yarns and threads. The3 collections - contemporary, classic and golf find suitable homes withsubtleties of environment to reflect the product personality and attractthe appropriate custom profiles. Old and new, trend and tradition in theperfect blend.

No. 1107





Great Yarns: The Untold Riches of a Humble Past

In a world of future uncertainties, yet high on nostalgia, heritage,vintage and the warmth & security of the rose-coloured past, there's animmeasurable wealth in bringing back the past to bear the fruits offuture commercial success. Lyle & Scott is no fabrication, but thegenuine material, and communicates attractively and intelligently itsheritage and its history to current times. Skill abounds in drawing fromthe past yet being firmly entrenched in the present and learning thelessons of yesterday to propel it into the uncertainties of tomorrow, withthe same integrity, quality, style and popularity that has seen it growfrom strength to strength for the last 140 years.

No. 1108




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Tim RadleyManaging [email protected] 609849www.vm-unleashed.com

VM-chronicles: a series of extra-ordinary events

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Vm chronicles no.11 an eleventh series of extraordinary retail events