Fashion Merchandising and Trading, and assignment will need excel sheets.
Anoushka10
Week5WC22ndOctoberLectureandSeminar-20190120.zipSeminar.Week.5.Brand.Identity.pdf
SEMINAR : BRAND IDENTITY
UHB Merchandise planning & Trading
Page 2, unit hand book
BRAND COMMUNICATION
BRAND COMMUNICATION
Branding …
Is an attempt to HARNESS, GENERATE, INFLUENCE AND CONTROL consumer ASSOCIATIONS in order to increase the perception of IMPORTANCE for the brand.
BRAND IDENTITY
Brand identity is an expression and reflection of the brand’s character, culture and personality. Brands hope to inspire their customers, build consumer loyalty and trust.
The brand identity will largely depend on the product being sold and the target audience.
The combination of activities that influence customers' opinions of a company and its products: A brand image is created through brand communication
Kapferer.J.N p.152 Based on figure 7.1
IDENTITY IMAGE
How consumers perceive the brand
How the brand defines itself
GOAL as much overlap as possible
Brand Identity & Image
Brand Identity & Image
Kapferer.J.N p.152 adaptation of figure 7.1
MESSAGESSENDER RECEIVER
Signals transmitted - Products - People - Places - communication
Brand Identity
Other sources of inspiration - Imitation - Opportunism - idealism
Brand Image
Communication from competition
and noise
Brand Identity & Image
MESSAGESSENDER RECEIVER
Brand Image
?
Brand Identity Brand Image
Activity – Topshop Brand Identity
In groups of 4/5, work together to analyse TOPSHOP brand identity. Use mind mapping to record your findings. You have 20 minutes after which you will present one topic per group for discussion
Activity – Topshop Brand Identity
Consider the following areas :
1. Graphics - Logo, typography, colour 2. Retail store environment 3. Online store 4. Target customer 5. Social Media 6. Customer experience 7. tagline 8. Advertising 9. Personality / Character 10. Tone of voice – how do they talk to their customers 11. Competitors 12. Differentation 13. Collaborations 14. Social enterprise/charities they support
- SEMINAR :�BRAND IDENTITY
- Slide Number 2
- Slide Number 3
- Branding …
- Slide Number 5
- Slide Number 6
- Slide Number 7
- Slide Number 8
- Slide Number 9
- Slide Number 10
Topshop.Visual.Store.Audit.pdf
1
TOPSHOP - VISUAL MERCHANDISING STORE AUDIT
FACADE & WINDOWS
• Overall building – Architecture • Exterior signage • Corporate Identity • Entrances/exits • What is the first thing you notice in the windows? • What are the main focal points? • Windows – style / message (take pictures) • What is the overall window theme/scheme? • What is the concept? • How is the window communicating the brand identity? • How is the product presented? • Mannequins – type, poses, colour, material • Props • Lighting • Graphics /Point of sale material
STORE LAYOUT
• How many floors & entrances • What product categories on which floors • How is the product segmented into departments/ areas?
Store Name
Store Location
Building to the left of store
Building to the right of store
Building Opposite
Date of Visit
Time of Visit
Competitors
2
• Product adjacencies • Accessibility (stairs / escalators / lifts) • Customer navigation & signage • Focal Points • Customer circulation, which direction do people go? • Product Density • Till points & Service areas • Customer service / information points • Fitting rooms • Wall Space
STORE DESIGN & DECORATION
• Overall ambience • Décor – walls / ceilings / floors • Materials used in store design • Colour • Texture • Trends • Lighting • Temperature • Fragrance • Music • Particular features (ie video screens etc) • Signage / Visuals
EQUIPMENT & DISPLAY MATERIALS
• Main fixture types & materials • Tables • Mannequins • Props • Hanging (front / side) • Shelving • Freestanding • Hangers • Display density • Display signage
PRODUCT
• How is the merchandise presented? E.g: colour blocked, tops over bottoms? • Is the product folded or hung? Is it side facing? Etc. • Major Categories
3
• Sub-categories • Brands / Own Brands • Product information / ticketing • Sizes – how many sizes are presented • Pricing • Promotions/sales
GRAPHICS & POS
• How is price communicated in-store? • Features and benefits of product? • What type of language was used in-store to talk to the customer? • Tone of voice when communicating? • store guides & navigation • point-of-sale material • look books • postcards • carrier bags & gift wrapping • loyalty scheme
Week 5. What is Visual Merchandising.pdf
WHAT IS VISUAL MERCHANDISING?
- BA Product Design, Central Saint Martins - Designer Windows & VM, Louis Vuitton HQ Paris - Head of Design VM, Montblanc Design studio Paris - Head of Global VM, Lancel Paris - Founder of HWVisual, Retail Design & Visual Merchandising
Consultancy, London
Holly Wadsworth
Holly Wadsworth
- What is Visual Merchandising? Definitions & Origins
VM & Branding - Visual Merchandising Strategies & Principles
1. Windows & Facades 2. Store Design
3. In Store Layout 4. Product Presentation & Display
5. Signage, graphics & lighting 6. Mannequins & in store displays
7. Atmosphere 8. Customer experience
9. Online VM 10. Brand communication
Visual Merchandising
‘ The activity of promoting the sales of goods, especially by their presentation in retail outlets. This includes combining product, environment and space into a stimulating and engaging display to encourage the sale of a product or service ‘
New Oxford Dictionary
Visual Merchandising
History
The first shop keepers tried to lure Customers into their store by displaying their products in the street or in their windows.
The purpose of a display is to create visual enticement and entertainment for customers, but also to inform and guide their buying choices.
Image – Visual Merchandising, 2nd edition. Tony Morgan
Image – now-here-this.timeout.com
History
The rise of department stores and the invention of plate glass in the mid 19th century took the art of window display to another level.
Image – Selfridges 1910, Retailweekly.com
‘Depending whether VM’s work for a large department store, a multi store retailer or an independent boutique, they will be expected to manage and generally oversee the visual presentation of the windows and in store displays.
This will involve liaising with buying teams to ascertain what has been bought and how best to promote it.
As well as laying out complete floors of new season merchandise, they will also be expected to set the overall retail standards for the store.
Visual Merchandising 2nd edition, Tony Morgan, 2008, p.19
Visual Merchandiser
1. VM = Windows & Facades
Define & reinforce the brand image, entice customers into the store and present products.
Image - Time Out .website Image – Uniqlo website
1. VM = Windows & Facades
Define & reinforce the brand image, entice customers into the store and present products.
Image - Flickr website Image – Personal Collection
1. VM = Windows & Facades TOPSHOP
2. VM = Store Design
Store design unites all aspects of Visual Merchandising, windows, interior design, fixtures, fittings and lighting.
Image Aesop Store Ion, Dezeen Website Image Personal collection
3. VM = In Store Layout
Space planning and product organization
Images – Personal Collection
4. VM = Product Presentation & Display
There are numerous ways to present and organize products
Images – Personal Collection
5. VM = Signage, Graphics & Lighting
Enabling easy store navigation & encouraging purchases whilst reinforcing the brand identity & values
Image Retail design blog.net Image personal collection
Image personal collection
6. VM = Mannequins
Mannequins allow brands to present a complete look – with not only clothes but hair, makeup & attitudes as well.
Image - Personal collection Image - Website Icon eye. Image – Personal collection
6. VM = Props & In store displays
Specific props enable the product to be shown to it’s best advantage and can create animation in store
Images left to right– retaildesignblog.net & Personal collection
7. VM = Atmosphere
The mood, temperature, smell and music in a store all play a part in the brand message sent to customers
Image – COS store milan, retaildesignblog.net Image Personal collection
8. VM = Customer Experience
Why will people go to a specific store.
Images – Wolfexperience.com
Images – magnumicecream.com
9. VM = Online Visual Merchandising
An online store should be easy to navigate, simple to use and present the products attractively
10. VM = Brand Communication
The combination of activities that influence customers' opinions of a company and its products: A brand image is created through brand communication
Kapferer.J.N p.152 Based on figure 7.1
IDENTITY IMAGE
How consumers perceive the brand
How the brand defines itself
GOAL as much overlap as possible
Case Study - Selfridges
- London’s leading department store - Large demographic customer range - Prime location - Strong branding - Eye catching windows - Large product and brand choice - Clear & functional In store layout and signage - In store displays - Pop up/ concept stores/ collaborations - Innovative Store design - Good customer service - Social destination: relax, eat, experience. - Attractive, easy to use Website
Selfridges
Images – selfridges.com, creativereview.co.uk, dezeen.com
Selfridges
Self Directed Study - Visual Audit
Research and collate a visual audit on a Topshop store. Identify the key visual retail strategies used by the brand. Be sure to take photos during your store audit.
Self Directed Study - Visual Audit
You will find this pdf ‘Visual Audit’ document on moodle – Week 5 Carry out your visual audit over the next two weeks.
- WHAT IS �VISUAL MERCHANDISING?
- Slide Number 2
- Slide Number 3
- Slide Number 4
- Slide Number 5
- History
- History
- Slide Number 8
- 1. VM = Windows & Facades
- 1. VM = Windows & Facades
- 1. VM = Windows & Facades TOPSHOP
- Slide Number 12
- Slide Number 13
- Slide Number 14
- Slide Number 15
- Slide Number 16
- Slide Number 17
- Slide Number 18
- Slide Number 19
- Slide Number 20
- Slide Number 21
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- Slide Number 27
