Visual Merch FINAL PROJECT

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<p>PowerPoint Presentation</p> <p>Thalia Molina</p> <p>Hannah Barrow </p> <p>India Mitchell</p> <p>Julia ThronsonVIXEN b y V e r s a c e</p> <p>THALIA1</p> <p>WHO ARE WE?</p> <p>Versaces newest line extension is available in areas flourishing with trend savvy minds bringing freshness in the fashion world.Versace is known for their luxury and mystique;They want to share these wonders with a wider range of women. </p> <p>A Vixen is a female fox and she is bridging herself into a world of power and finer things. VIXEN by Versace will help her to show the world just how dangerous a sense of style can be. </p> <p>WHY VIXEN?</p> <p>THALIAWho are we?Versaces newest line extension is available in areas flourishing with trend savvy minds bringing freshness in the fashion world.Versace is known for their luxury and mystique;They want to share these wonders with a wider range of women</p> <p>Why Vixen?A Vixen is a female fox and she is bridging herself into a world of power and finer things. VIXEN by Versace will help her to show the world just how dangerous a sense of style can be. </p> <p>Our identity lays in the depth of our brands colors of choice: A red wine burgandy and warm rich gold represents our presence in the fashion world.2</p> <p>LOCATIONFlagship Location: Madrid, Spain</p> <p>WHY?Europe is a continent well-oriented with tourism and fashion. </p> <p>Tourism is highly prosperous and profitable. Our brand encompasses an exotic mystique, we believe Spain will assimilate our image in a positive way. We are choosing to stay true to Versaces European roots while also targeting new cultures. </p> <p>THALIAEurope is a continent well-oriented when it comes to tourism and fashion. Aside from France and the United States, Spain is the third most visited country in the world- tourism is highly prosperous. Tourism is running the market today, and this is the primary reason why our group targeted this region for the global expansion of our brand. Our brand encompasses an exotic mystique and we believe that Spain will assimilate our brand image in a positive way. We are choosing to stay true to our mother brands European roots while also targeting a new cultural market. Overall, we are approaching new marketing techniques while holding the integrity of our mother brand. Our attempt is to used a window design that is culturally relative to build brand loyalty in our new market.3</p> <p>MADRID, SPAINhttp://hotelscarrentalflights.com/wp-content/uploads/2014/08/madrid_spain.jpg</p> <p>THALIALavish and ornate historical architecture Lively and festive local activityA city that sparkles, day or night</p> <p>4</p> <p>TARGET CUSTOMERAge- 25-40</p> <p>Gender- Female</p> <p>Income Level- High</p> <p>Education Level- College</p> <p>Marital Status- Bachelorettes </p> <p>Family size- N/A</p> <p>Occupation- Socialites &amp; Business Professionals</p> <p>Where they live- Fashion Capital (Italy, Madrid, NY, Milan)</p> <p>Lifestyle- Social gatherings, charity events, movie premieres</p> <p>Personality- Flashy yet perplexing</p> <p>THALIADemographics and lifestyle consist of Age- 25-50Gender- FemaleIncome Level- HighEducation Level- CollegeMarital Status- Bachelorettes Family size- N/AOccupation- Socialites &amp; Business ProfessionalsWhere they live- Fashion Capital (Italy, Madrid, NY, Milan)Lifestyle- Social gatherings, charity events, movie premieresPersonality- Flashy yet perplexing5</p> <p>VIXEN by VERSACE</p> <p>THALIAWe took the framework from our mother brands logo, implementing similar outlining and arrangement of the elements. We wanted to communicate the brands extended identity through the use of a character of focus and border that compliments our foxy focal point. We made the fox our creature identity similar to Versaces medusa, encouraging our customer to identify with her animalistic yet refined side. 6</p> <p>MERCHANDISE</p> <p>Rich fabrics</p> <p>Structure paired with romance</p> <p>Exclusivity</p> <p>THALIAThe merchandise sold in the store is targeted at our younger consumers. She is always dressed to kill but waits for the perfect moment to flaunt her style. She rocks every outfit with confidence, ease and subtle arrogance. Rich fabrics always catch her eye. Structured skirts paired with romantic silhouettes will fill the streets worn on the powerfully elusive women of Spain. With customer expectations of exclusivity, the store houses only one garment of each size to show that she is one of a kind. </p> <p>7</p> <p>Mythical allusionSultry atmosphereFashion forwardMood lighting </p> <p>STORE DESIGN</p> <p>Fragrance of rose with a touch of cinnamonOrnate architectural details with gilded finish </p> <p>INDIABrief description: Vixen by Versace is the newest line extension that embodies an alter ego of the foxy woman that desires to live life past its limits. When customers step into Vixen by Versace she will have all her fashion dreams come true. The store aims to provide a sultry atmosphere with an interior that embodies the mythical while eluding to a sweet forbidden forest escape. It wont be difficult to lure her through our doors.</p> <p>Fragrance of rose with a touch of cinnamon</p> <p>8</p> <p>Cement plastered finish walls.January Garnet paint on the wallsGold and ivory ceilingsIvory stained wood flooringCentral hanging emerald chandelier Red wine floor rug underneathA modern emerald chaise loungeFlanked by a small gold bar cart end tableVideo reel of our spring line on the runway201 direct/ reflecting speaker system that plays sultry pop infused Spanish music.Smells include rose and lavender with occasional twists of cinnamon</p> <p>ATMOSPHEREICS</p> <p>INDIAWe have ivory stained wood flooring and a shade of wine walls to contrast. We chose January Garnet paint color because it was a couple shades little then our red wine burgundy that might have been too overwhelming as a wall color.The center of the ceiling holds a beautiful one-of-a-kind emerald chandelier surrounded by gilded crown molding imitating the ornate designs of Spanish architecture. A lounge area sits beneath the chandelier above a above full body, true red wine rug. A modern velvet emerald chaise lounge chair accompanies a gold bar cart end table. </p> <p>Video reel of our spring line on the runway 201 direct/ reflecting speaker system that plays sultry pop infused Spanish music.Smells include rose and lavender with occasional twists of cinnamon</p> <p>9</p> <p>FIXTURES &amp; LAYOUT</p> <p>INDIAA Soft aisle store layout to create ease without structure and a relaxed shopping environment. Attention is drawn to our minimal yet eye catching merchandise displays on the ceiling-high wall elevations. Fixtures include.10</p> <p>Emerald chandelier focal point</p> <p>Sultry and sensuous dimmed can lighting</p> <p>Warm spotlighting aimed at displays, fixtures &amp; wall merch.</p> <p>Spotlighting in display window focused on female mannequin</p> <p>LIGHTING &amp; MOOD</p> <p>INDIAThe Emerald chandelier focal point send crystalized green reflections of light dancing around the roomSultry and sensuous dimmed Can lighting relaxes the body and releases her devilish desires</p> <p>11</p> <p>LIGHTING &amp; MOOD</p> <p>INDIAWarm spotlighting aimed at displays, fixtures &amp; wall merchandise emphasizes our exclusive designs with glistening enticement. Limited, yet strategically placed lighting holds the mood while showing off and encouraging shopping of the clothing. Spotlighting in display window is focused solely on the female mannequin. The lighting is used as a tool to create a focal point in the display scene12</p> <p>Abstract black and white, high-gloss mannequins with exaggerated lean figure</p> <p>MANNEQUINS</p> <p>INDIAAbstract black and white, high-gloss mannequins with exaggerated lean figure and stylized elongated face shape</p> <p>13</p> <p>WALL ELEVATION</p> <p>INDIA14</p> <p>CONVERSATIONAL SIGNAGE</p> <p>INDIAIn store signage is kept simple and clean. Using only the colors which represent our brand identity and uncomplicated shapes as to not distract from the feeling the message is trying to evoke. Our sign reads: Feeling Foxy? Mystify those around you with a cunning sense of style. 15</p> <p>CULTURAL INSPIRATION</p> <p>http://latimesblogs.latimes.com/.a/6a00d8341c630a53ef01348646a4d4970c-600wi</p> <p>HANNAHThe inspiration for our window display comes from a Spanish tradition Bullfighting or a corrida de toros (tauromaquia). A corrida de toros is the sport of baiting and killing a bull as a public spectacle in an outdoor arena. This sport is a display of boldness and only the fearless participate. Bullfighting has a very glorified public image, and it is presented as a contest between the brave matador, who boldly risks life and limb to defeat a mad and ferocious beast. With our window display we want to attract natives with a renowned and respect image.16</p> <p>CULTURAL INSPIRATION</p> <p>Flamenco</p> <p>PassionAttitude Accenting movementshttp://www.zavaletas-guitarras.com/images/photos/flamenco-dancer.pnghttp://news.uwlax.edu/wp-content/uploads/2013/11/Flamenco.jpg</p> <p>HANNAH The other half of our inspiration evolved the traditional Spanish art form, Flamenco! Considered an art rather then simply a dance, the Flamenco is defined by passion, attitude and accented movements. We are going to teach you a pout de boure, a beginners flamenco move to introduce you to the passion that goes into this art form!</p> <p>(dancing, music?, etc)</p> <p>The traditional Flamenco dress for women is the traje de flamenco, a dress which has structured layers of ruffles with extravagate romantic movement similar to the pairings of silhouettes found inside VIXEN. Also traditionally red. Our window display aimed to show not only the skill involved in the matadors sport but to passionately embrace female empowerment as the woman is the true fearless contender as she stands in wait as a target to the ferocious bull. </p> <p>17</p> <p>WINDOW DESIGN</p> <p>HANNAHPlaced in a traditional arena, our display scene encompasses two Spanish cultural arts. The bull charges in from the left with a thirst for the dancers red dress. Our matador shows of the woman and her vibrant dress. The female mannequin features a flamenco-ask skirt from our spring line, the focal point is created using directional line, spot-lighting, and color.18</p> <p>ELEMENT ASSESSMENT</p> <p>JULIA19</p> <p>PRINCIPAL EVALUATION</p> <p>JULIA20</p> <p>WHAT DID WE LEARN?</p> <p>JULIA21</p>