A n n a M y
P r o c t o r
P o r t f o l i o
Contents 1 . L o u i s Vu i t t o n 2. Selfridges 3. Foyles
L o u i s Vu i t t o n Research on Sloane Street Store - Research - Fittings and Materials - Category Split
Retail Landscape - Investment Research
Located near Knightsbridge Tube Station
Basil Street has been looked into by investors around the world. The investment is particularly related to luxury apartments. A lot of the investors are coming from the Middle East. The Middle East has been particularly interested in the Knightsbridge area since Harrods was bought by the Qatari royal family1. This is evident as Dubai estate agents are now selling property in Knightsbridge and in particular Basil Street. For example ‘CHESTERTON’2 Property on Basil Street is not cheap, estate agents have flats going for £20,000,0003. Due to these prices we can tell that very wealthy and luxurious families will be buying these. This means that London luxury retail will benefit in the surrounding areas, also known as the ‘Chelsea Triangle’. Brands like Louis Vuitton will especially benefit as they have stores/concessions within the ‘Chelsea Triangle’ such as Sloane Street and Harrods. An important fact to remember is that ‘85 per cent of prime London property purchases last year were made with overseas money’4. When looking at overseas clients the most popular sales are being made to: - Europeans - Asians -Middle Eastern Primary research shows that a lot of the Louis Vuitton shoppers are: - Local - meaning 2 homes. One in London another else where. 1 http://www.theguardian.com/business/2010/may/08/harrods-sold-mohamed-al-fayed 2 http://www.chesterton-mena.com/company-profile 3 http://www.zoopla.co.uk/for-sale/property/London/basil-street/?results_sort=highest_price 4 http://www.thisismoney.co.uk/money/mortgageshome/article-2340858/85-homes-CentralLondon-sold-overseas-buyers.html
Street behind Harrods
Louis Vuitton Store located on Sloane Street
Fixtures/Fittings/Furniture for Sloane Street Store The fixtures in the store at the moment are very dark wood and unstylish. I donâ€™t think of Louis Vuitton as a dark brand. I think of it as light and classic and nowadays with a modern twist.
Ideas for the Re - Design of the Sloane Street Store Sloane Street Storeâ€™s Fixtures From the pictures I have taken in the store you can see that the stores fixtures are very simple and classic such as the hanging clothes rack.
This is fixtures I think could be changed within the store. It keeps the classic taste but moving with the times of the future. Using a lighter wood and glass would brighten up the store and the metal would give it an artistic twist.
Materials Used in Design I have decided to go for these materials as I think they will bring a classic modern twist to the brand. The store is known as a classical store and I wouldnâ€™t want to change that as it might turn loyal customers away from that store as they donâ€™t like change.
Beech Wood Soft Maple Wood
The tables and sofas will increase peace and harmony, to do this they need to blend in with the stores surrounding colour scheme.
Cream Sofas Trunk Tables
Clearview Aluminum Glass Cream symbolizes: - Pleasantness - Understated Elegance - Calm I want this to be an ongoing theme throughout the store.
White Tiled Flooring
I like the idea of having of having the Louis Vuitton trunks encased in glass as the tables in the store. I think this is a good reputation of classic mixing with the modern times. Which is want I want the store to represent. I want the fixtures to have movement to make the store more exciting and very classical to keep with the Louis Vuitton ethos. The tables and sofas will increase peace and harmony, to do this they need to blend in with the stores surrounding colour scheme.
Cream Coloured Stools
Category Spilt - Ground Floor Sloane Street This particular store I found was all about customer service. Knowing this I have added a few more lounge areas around the store. Doing this it will allow the customers to relax with in the Louis Vuitton environment and allow the staff to get to know the customers more.
Birds Eye View N TIO ZA I OM ST CU IT UN
SOFA DISPLAY UNIT
WATCH + JEWELLERY LUGGAGE
WOMENâ€™S LEATHER GOODS
TRAVEL ACCESSORIES TEXTILES + BELTS SUNGLASSES
As when I was doing my primary research I found out that consumers will follow a certain employee around store to store if they like them. This I think is a big key area to focus on.
Category Spilt - First Floor Sloane Street
Bird’s Eye View
MEN’S RTW CHAIR
C A S H
MEN’S LEATHER GOODS
SUNGLASSES + BELTS
My category research will be based around the research I have found out during this project. The size of space given to the category will be based on how relative to the sales that category is.
Category Spilt - Lower Ground Floor Sloane Street TRY ON
Birds Eye View
As well as this the new Creative Director for LV, Nicolas Ghesquière wants to make the RTW collections much more popular, so I shall also be giving a lot more than usual floor space to men’s and women’s RTW collection to make sure this happens for Ghesquière. My first impression’s of the store were over all very high, although I did feel like the store was stuck in the past, so I have come up with scheme to modernize it.
When I went round to each of the London LV stores the feedback was that leather goods was the best seller. Due to this information I will be giving a lot of space within the store to promote men’s and women’s leather good products.
The fixtures and fittings I choose for the LV store have to represent the brand and its ethos for that store. For example the Bond Street store’s fixtures are very futuristic and use a lot of technology. The use of the correct fixtures within the store is paramount in producing sales. Although I want to make the Sloane Street more modern, I don’t want to take its simplicity away. As I think this is a feature that attracts the certain customers to that store.
KEY WOMEN’S LEATHER GOODS WOMEN’S READY - TO WEAR
Selfridges Christmas Windows 2014 - R e s e a r c h o n A / W 1 4 Tr e n d s - A / W 1 4 Tr e n d M o o d B o a r d s - Concept Mood Board
Trend Research Before you design the Windows you have to look at what will be in trend for VM Christmas 2014. A good website to use is WGSN. The main trends for A/W 14/15 are: - Industrial Evolution - Modern Myth - Rendering Reality
A perfect example of the 2013 trend is the Selfridges windows. They had large versions of Beat headphones, Ace of Spades champagne and a Charlotte Olympia shoe. The Christmas 2013 window trends were all about putting the emphasis on the products and gifting.
The 2012 Christmas VM trend was â€˜Retro, Toy-box and farmhouse, as well as this there was the Circus trend which provided an off beat inspiration for Christmas displaysâ€™1 1 http://www.wgsn.com/content/report/Retail_and_VM/Visual_Merchandi...ractise/2012/December/christmas_2012_macotrendconfimations.html
The Christmas Visual Merchandising trends wont be analysed unitll August this year. So I have decided to go on the traditonal Christmas theme such as elfs, Santa and Snow. It will be with a twist that I think Selfridges can pull off. Anya Hindmarch - Toybox Theme
Louis Vuitton - Circus Theme
Bergdorf Goodman - Retro
VM Trend - Industrial Evolution
Christmas in the Future
VM Trend - Modern Myth
Key Words Storytelling Dark Side Mystical
Ideas Telling a story through the windows Black, White and Yellow Christmas
VM Trend - Rendering Reality
Key Words 3D Visualization Ideas
Modelling and High Definition
Rendering the Windows
Concept Mood Board
Alexander McQueen MAC Links of London Rolex Chanel Prada
"T’was the night before Christmas when all through the house Not a creature was stirring not even a mouse But working away in Selfridges store Elves were busy making presents galore …"
Food Hall Selfridges Louis Vuitton Apple Christian Louboutin
Foyles Shop Window