Thalia Molina Hannah Barrow India Mitchell Julia Thronson

VIXEN b y V e r s a c e

WHO ARE WE?Versace’s 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.

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.

WHY VIXEN?

LOCATIONFlagship Location: Madrid, Spain

WHY?Europe is a continent well-oriented with tourism and fashion. 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 Versace’s European roots while also targeting new cultures.

MADRID, SPAIN

http://hotelscarrentalflights.com/wp-content/uploads/2014/08/madrid_spain.jpg

TARGET CUSTOMERAge- 25-40

Gender- Female

Income Level- High

Education Level- College

Marital Status- Bachelorettes

Family size- N/A

Occupation- Socialites & Business Professionals

Where they live- Fashion Capital (Italy, Madrid, NY, Milan)

Lifestyle- Social gatherings, charity events, movie pre-

mieres

Personality- Flashy yet perplexing

VIXEN by VERSACE

MERCHANDISE

Rich fabrics

Structure paired with romance

Exclusivity

Mythical allusion Sultry atmosphere Fashion forward Mood lighting

STORE DESIGN

Fragrance of rose with a touch of cinnamon

Ornate architectural details with gilded finish

Cement plastered finish walls.  January Garnet paint on the walls Gold and ivory ceilings Ivory stained wood flooring Central hanging emerald chandelier Red wine floor rug underneath A modern emerald chaise lounge Flanked by a small gold bar cart end table 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

ATMOSPHEREICS

FIXTURES & LAYOUT

Emerald chandelier focal point

Sultry and sensuous dimmed can lighting

Warm spotlighting aimed at displays, fixtures & wall merch.

Spotlighting in display window focused on female mannequin

LIGHTING & MOOD

LIGHTING & MOOD

Abstract black and white, high-gloss mannequins with exaggerated lean figure

MANNEQUINS

WALL ELEVATION

CONVERSATIONAL SIGNAGE

CULTURAL INSPIRATION

http://latimesblogs.latimes.com/.a/6a00d8341c630a53ef01348646a4d4970c-600wi

CULTURAL INSPIRATIONFlamenco

Passion Attitude

Accenting

movements

http://www.zavaletas-guitarras.com/images/photos/flamenco-dancer.png http://news.uwlax.edu/wp-content/uploads/2013/11/Flamenco.jpg

WINDOW DESIGN

ELEMENT ASSESSMENT

PRINCIPAL EVALUATION

WHAT DID WE LEARN?