corella: visual merchandising extracts
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Spring/Summer 2013 Visual Merchandising Proposal
Visual Extracts
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Figure. 1 Style mood-‐board (Various images from Woodall & ConstanEne, 2008)
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Figure. 2 PPM (House of Fraser head office, annotated to include Corella) Perceptual PosiEoning Map showing where Corella sits in the UK market. Products retail at a similar price as Ted Baker and French ConnecEon, however provide higher fashionability, rivalling more affordable Topshop and sister brand KaEe Day however for a broader target market, less fast fashion, more luxurious items for the professional woman.
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Figure. 9 SilhoueVe board, WGSN (Evans, 2012)
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Figure. 10 Colour board (WGSN womenswear team, 2012)
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Figure. 11 Trend board, WGSN (Preston, 2012)
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Figure. 40 Store InspiraEon Board (Mixed media, refer to Bibliography)
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Figure. 41 Mannequin SelecEon Board (ProporEon London Catalogue)
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CORELLA: Floor Plan for Concessions
4m
10m
Main walkway of Department
Other W
alkway
Other Brand
Area
Figure. 46 (Drawn personally) Scale: 1 x 100
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CORELLA: Floor Plans for Concessions
On trend evening wear
Accessories Skirts/Trousers
Outerwear
Daywear
Till
Figure. 46 (Drawn personally)
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CORELLA: Floor Plan for Concessions
There are many entrances to the area from two different walkways and a different brand’s area, so an ideal path is difficult, however the following one has been decided.
Figure. 46 (Drawn personally)
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High Street
Back Street Other building/Store
10m
10m
Scale: 1 x 100
CORELLA: Floor Plans for Medium stores
Figure. 47 (Drawn personally)
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CORELLA: Floor Plans for Medium stores
Changing rooms
Work wear
Evening wear
Evening Accessories
Casual wear
Day Handbags
Till
Figure. 47 (Drawn personally)
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CORELLA: Floor Plans for Medium stores
Free-‐flow layout applies giving no obvious path. The pictured route is the ‘ideal.’
Figure. 47 (Drawn personally)
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20m 10m
Scale: 1 x 50
CORELLA: Floor Plans for City Flagships
High Street
Other Building/Store
Back Street
Figure. 48 (Drawn personally)
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Casual Wear
Evening Wear
Work Wear
CORELLA: Floor Plans for City Flagships Planogram locaEon
Handbags
Evening Accessories Mannequin window displays
Changing rooms
Till
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CORELLA: Floor Plans for City Flagships
No obvious path in free-‐flow approach. Pictured pathway is the best way for customers to view enEre range.
Figure. 48 (Drawn personally)
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Figure. 49 (Mixed media, refer to bibliography)
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Figure. 50 AllocaEon of collecEon (Mixed media, refer to bibliography)
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Mannequin 1. The 1910 shape, dressed in shirtdress with a pop plasEc color (style. 7) and lightweight jacket (style. 2)
Mannequin 2. Citrus yellow maxi dress (style. 4) on 1875 model. Styles 3 and 4 are predicted to sell well, so is focal point of display. Mannequin will be posiEoned on top of a small plinth, creaEng triangulaEon.
Mannequin 3. FiVed dress in purple/white checkerboard print (style. 6) on 1930 model, showcasing flaVering shape.
Head piece of mannequins
Colourway of selected garments:
CORELLA: Mannequin display for planogram in detail
Stand for mannequins
Figure.51 Mannequin display in detail (Mixed media, refer to bibliography)