P A U L AA R K E L L – W A L L E R

RETAIL CONSULTANT

‘ Working with retailers problems by using a hands on approach to solutions’

Profile – Retail Consultant

VM Judging -  SkillVM part of Skillsmart Retail 2011

Teaching – Workshops on all aspects of retail operations in London including Fashion & Textile Museum

Consulting – With Government Regeneration Projects: LDA, ODA,

Ilford BID, Newham Zip Cove, Fit For Business, Ilford Lane

Mentoring - And working with independent Retailers & Wholesalers: Sales Training, Merchandising, Window Display, Troubleshooting

Writing – VM and Sales Training manuals www.fashionenter.co.uk www.fashioncapital.co.uk

Illustration – Fashion and design for www.fashionenter.co.uk www.fashiocapital.co.uk

Areas of Specialism:

Business Support & Start Up Tendering for Public and Private Sector

Contracts Visual Merchandising Window Display and Planning Sales Team Training Mentoring Business Planning Design and Illustration (Freehand) Staff Development Presentation Skills Marketing Public Speaking Personal Development and Career Advice Writing

Visual MerchandisingSkillVM, Training and Freelance VM Design

VM Judge 2011

‘skillVM is a national platform for students to demonstrate their visual merchandising, creative and technical skills in a live competition environment in the search for the best of the best in VM. Designed by Skillsmart Retail, the Sector Skills Council for Retail, it promotes skills across the retail sector, develops creative flair and showcases excellence and is part of the World Skills UK portfolio of skills competitions in association with UK Skills.’ 

VM Skills 2011

UNIQLO - Autumn Winter Campaign

Briefed to come up with concept ideas for window campaign for the new Season Sophisticated modern look.

Concept 1: Film Noir (Retro)50’s & 60’s, black and white film stars.Colours: Red, Black and white props red carpet, clapper board, movie chair.

Concept 2: Modern Life FramedSophisticated lines, key items, ‘The Shirt’, ‘The Mac’’.

Colours: Black and white, Props; Frames and screens

Concept 3: London StyleMod 60’s look key icons London

Colours: Black and white, red, blue

Fashion Design, Illustration & Writing

Grace Kelly Exhibition, Fashion Enter, Fashion Capital

Grace Kelly Exhibitionhttp://www.fashioncapital.co.uk/the-summer-dress/Grace-Kelly-At-the-VaA.html

Illustration and Design

Summer Dress Design for Brandalley

Competition for www.fashionenter.co.uk

to design a summer dress for Brandalley

customer.

Overview: A day to night dress, age group

25 -40 sophisticated woman wanting to

make a stylish statement

Illustration – V & A Exhibition Elegance 2009

Visual Merchandising Workshops

VM Training, Fashion Mentoring, workshop speaker

ZIP COVEMentoring Programme

Mentoring Programme in connection with Newham College time frame 6 - months

Working one to one with SME’S

Setting objectives to be achieved at each meeting 4-6 week meetings

Support network and business advice for designers and retailers in their first few years of trading at a subsidised cost

Akino – Handbag Bar2nd Floor, 2.15 Kingly Court, Carnaby Street, London, W18 5PW, email: onika@handbagbar.com

Issues discussed & actions taken:

Worked with client for 4 months looking at visual presentation of store:

Store layout – creating a work bench and in store stories on the bags

In store – Promotions and signage

Store window ideas

Approaching buyers around a concession, and what type of retailers to target

Akino – Handbag Bar

Asian Dreams WorkshopsThe Fashion and Textile Museum, London

VISUAL MERCHANDISING & RETAIL WORKSHOP

PART 1

‘ Windows of Opportunity’

Purpose of Display: (60 min) Basics of display/history Reinforce brand image, retailers with

good brand identity Windows as a selling tool Interior displays – current & future

trends Display calendar What you need in a display box

Q & A and a tea break (15 min ) Practical: Basics to dress and style a

mannequin ( 45 min )

VISUAL MERCHANDISING & RETAIL WORKSHOP

PART 2

‘ Every shop tells a story’

Store Layout: ( 60 min ) Creating a shopping experience An atmosphere in store that reflects

the brand Store layout, encouraging traffic

penetration Utilizing hot spots Stockroom Retail Future

Q & A and a tea break ( 15 min ) Practical: in a shop environment

building a display ( 45 min )

Asian Dreams WorkshopThe Fashion and Textile Museum, London

EXHIBITIONS AND TRADESHOW WORKSHOP

PART 1

‘ Exhibitions & Tradeshow’

Practical planning ABC: ( 60 min ) Planning and setting up your stand Creating the look Props Organizing your day How to promote your stand Marketing and POS

Q & A and a tea break ( 15 min ) Practical: Building a stand ( 45 min )

EXHIBTIONS AND TRADESHOW WORKSHOP

PART 2

‘ How to approach buyers’

Selling – Principals of customer service (60 min)

What is good customer service Personal touch Changing customer priorities Body language and visualization

skills

Q & A and a tea break ( 15 min ) Practical Selling to a buyer ( 45 min )

Oxbow – Regional VM Manager

UK and Channel Islands

OxbowUK Channel Islands VM Manager

Vm Territory of 46 stores including 3 corners and furniture accounts throughout UK and Channel Islands

Visual merchandising and training of Oxbow product within the stores, working with Managers and owners on products and promotions

Identify key best selling styles from the competition that is missing from the current collection

Liaise with UK Marketing Manager and VM Manager France, including regular visits to Head Office in Bordeaux and Paris

OxbowBoardwalk, Newquay

Problems: Location Too much stock ‘less is more’ No accurate sell out figures

Actions: Relocation for 2004 New wall unit merchandising Stock count round beginning and end of each

season Utilize exchange programme on slow or best sellers

Oxbow

Oxbow Free Spirit: Brighton, Southampton, Milton Keynes, Blue water, Leeds, Cambridge, Guildford, Exeter

Selection of product promoted within 8 stores oxbow men’s and women’s as a trial brand for summer season

Placed in hot-spit locations around the stores

Oxbow to become a permanent brand within all stores in 2004

OxbowJust Add Water: Norwich, Brighton, Southampton, Poole, Bournemouth, Bath

Promotional window for snowboard wear on a sale or return basis

Time frame 2-weeks

Stores chosen for this was Norwich, Bournemouth, Bath feed back of sell through was good, technical product was a slow mover

OxbowOcean to EarthCorner: Yeovil, Andover, Salisbury, Weymouth, Basingstoke

P A U L AA R K E L L – W A L L E R

RETAIL CONSULTANT

‘ Working with retailers problems by using a hands on approach to

solutions’