PROJECT EARTH
RACHEL ADEPITAN
This document presents an innovative and immersive in-store creative concept for Vivienne Westwood, launching with Selfridges for it Project Earth 2030 Campaign. The concept will align with VW commitment to sustainability and ethical fashion, reflecting Selfridges Project Earth goals. This document highlights, the conpect breakdown, pop-up floor plan, hotstop area and many other elements.
Brand Values
◊ Quality over Quantity
◊ Activism through fashion
◊ Culture and heritage
◊ Commitment to sustainabilty
Brand Mission
◊ Advocating for conscious consumption
◊ Preserving Craftmanship and tradition
◊ Driving industry change
◊ Supporting sustainable practises
Brand USP
◊ Early champion of sustainabilty
Brand Preception
◊ Personality is synonymous with boldness, creativity, and non-conformity
“CULTURE LIVES THROUGH CONTROVERSEY”
“I’M TRYING TO DO THE SAME THING IN A DIFFERENT WAY.”
- VIVIENNE WESTWOOD
- Vivienne BRAND MESSAGE
‘‘When you explore the past, you entre the future”
ivienne was always one to look at the past for inspiration, hence why the chosen brand message is a quote of hers regarding this. Her iconic corsets were inspired by the 18th century which symbolised her interest in history, this leads to the selected theme of the Renaissance. The corset was reimagined by Vivienne, who was the first to introduce underwear as outwear. A radical choice that would empower women, as opposed to binding them. Due to this, her corsets and use of pearls will be the main products featured in the pop-up. The pop-up will serve as also a tribute to the late founder to show the brand is still in touch with its core values and the theme of renaissance will signify a new chapter and journey for VW.
- (Amed and Berg; Westwood)
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CONSUMER BEHAVIOUR
Consumer trends are constantly changing, hence why it is important to stay abreast of behavioural patterns. For 2024, fashion is still among the top 3 categories that Gen Z and Millennials will spend on. The emotional connections between consumers and brands will be highly important. Fashion marketers might have to reorientate their playbooks to have long-term brand building and look at ways to connect with consumers.
CURRENT INDUSTRY TRENDS INNOVATIVE VM APPROACHES
To attract consumers, brands will need to commit to technology. According to Context Consulting, 50% of these consumers prefer better technology use in retail over lower prices. For 2024, brands should look a incorporating tech to help justify high price points. For colour, Pantone colour of the year, a colour trend forecast) is Peach Fuzz. A colour that expresses the desire to connect.
Innovative visual merchandising approaches for 2024 in fashion store are evolving the retail landscape. interactive experiences, sustainability, personalisation, and advanced techology are examples of ways fashion store can create unique experience for its consumers. Creating and interactive, personalised atmousphere with a commitment to sustainablity will be at the core of VW pop-up store at selfridges.
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playing around with texture
CONCEPT MOODBOARD
neutral shades to use
Her staple products
Usign pillars & pearls as furniture and props
use of marbel & stone texture on mannequins
Reniassance painting used for display background
Redtextpaint
manniquins with tech (motion)
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floor art with a painting
art gallery divieder with frame
Holographic display (interactive) Pop-up area will have interactive features to give consumers a more personalised shopping experience
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sing a wide spectrum of colours in its neutrals shade fits with the brand trend through their social media post using a similar theme and the Renaissance era incorporates neutral tones in its paintings. Including the Pantone colour of the year, Peach Fuzz serves as a tactic to try to bond with consumers since the colour symbolises connections. By using this colour, it allows Vivienne to be positioned as a forwardthinking brand, enhancing its appeal to consumers to be fashion-forward.
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he sustainable message of the brand will be about Vivienne prioritising sustainable materials like recycled fabrics, organic cotton, and ethically sourced wool, resonating with Selfridge’s goals to ensure their products meet ethical and environmental standards by 2030. Since the Renaissance is rebirth/new things, the Pop-up will signify a new chapter or journey for the brand. Due to the importance of brands trying to emotionally connect to consumers, showing Vivienne Westwood is still in touch with its founder humanises the brand. A tribute to the late founder. The founder’s views, ethos, and practices are still the core of the brand. Aligning it with Project Earth as Vivienne’s sustainable commitments match the goal of Project Earth.
“CONSUMERS’ EMOTIONAL CONNECTIONS TO BRANDS WILL LIKELY BE CRITICAL AS FASHION MARKETERS REORIENTATE THEIR PLAYBOOKS TO EMPHASISE LONG-TERM BRAND BUILDING STRATEGIES.”
-The State of Fashion Report 2024
The window display will have an asymmetrical layout and composition. Vivienne is a brand that also likes to play with mess. We can see this with having paint splatter and text in a rough layout in its imagery. Having an asymmetrical design will be on brand with a symmetrical middle window to balance out.
100% of the entire window display will made of sustainable materials. This lets VW and Slefrigedes commitment to sustainablity shine through and comes across as geniune.
I created the window display, I wanted to sort out the basic layout of the window display (E.G. choosing closed back, assymetrical, sustainable display but not limited to this).
The display will be closed back in order for the consumers eye to focus on the display better.
The glass frame above the window display with include Vivienne branding on it. It will be quite bold to catch consumers attention.
WINDOW DESIGN
For all my window displays, I wanted to have a closed back window. This is because I didn’t want the store interior to take away from the spotlight of the window display itself as it might be distracting. Not having a closed display could make my asymmetrical display look to messy than intended. Regarding the mannequins, I wanted to incorporate some tech into them. The mannequins will be robots that sway side to side with small movements. This is because since VW has a higher price point for its product consumers seeing tech incorporated, consumers will think the price point is more justified based on current consumer trends.
WINDOW DESIGN
For all my window displays, I wanted to have a closed back window. This is because I didn’t want the store interior to take away from the spotlight of the window display itself as it might be distracting. Not having a closed display could make my asymmetrical display look to messy than intended. Regarding the mannequins, I wanted to incorporate some tech into them. The mannequins will be robots that sway side to side with small movements. This is because since VW has a higher price point for its product consumers seeing tech incorporated, consumers will think the price point is more justified based on current consumer trends.
◊ 7 mannequins (made from recycled marble)
◊ 4 HANG-BSK-L-Z (Hans Boodt hanging shelf)
◊ 500 perals (70% small sized, 20% medium sized, and 10% extra large)
◊ 4 Vinyl print of the QR code that links to the lookbook for spring summer 2024 collection
◊ Vinyl print of the VW logo
◊ backdrop images of renisaance painting
◊ 1 chrome mirror
◊ 2 pillars (made from recycled materials)
◊ 2 shelf (made from recycled materials)
◊ 4 top display lights
CUSTOMER JORUNEY 1
CUSTOMER JORUNEY 2
or my floor plan, i did an illustration of two example customer journey throughtout the pop-up. The both of them start walking towards the hotspot area and that the first thing they will see. Their surroundings will consitst of the hotspot display and two art work frames with mannequins built with motion use innovative tech to catch consumers eyes and there will be information around the mannequin. The information around it will have inforamtion about Project Earth and about the V ivienne Westwood and Selfridges collaboration.
AREA 1 AREA 2
or Area 1 will have products merchandised from the window displays. These will be the push merchandise. This area is what consumers will see first when walking in, hence why the original second entrance to the pop-up will be blocked off for this. Area 2 will be interactive and feature a generative art display of pictures from the ss 24 lookbook and the central display will be a hologram of a mannequin with a snapshot of different looks. Area 3 will also be interactive. This area will be called “Build Your Own Fit” Consumers are free to style the holograms with different outfits. Area 4 is the planogram area that holds the bulk of the stock and can lead consumers to the changing rooms. Area 4 is the pull area where consumers are free to try on clothing and self-checkout areas. The pop-up floor plan outlines a clear path that consumers can take to help drive customer flow and since there is one entrance, this will force consumers from the other side of the shop to go back through the shop and push them to have another impulse buy before leaving the shop.
AREA 3
AREA 4
AREA 5
Outsidew of pop-up
Front elevation of Pop-up space with customer flow
and Berg; Westwood)
Since I have split the store into 5 different sections, the first area is the hotspot area. I wanted to focus on fewer products in this area as VW is a brand that prioritises quality over quantity. The bags displayed, have purposefully been displayed with the colour green because this colour is also associated with sustainability. A QR code will be placed in the hotspot to encourage a scavenger hunt for other QR codes. This will link to more information about the Project Earth Campaign and hints about where the next QR code to scan will be. Consumers who complete the scavenger hunt will be rewarded with a 40% discount on items linked to the pop-up. This section is placed directly in front of the entrance. This makes consumers curious as to what else the pop-up has and drives them in.
Berg; Westwood)
2X Information boxes with blakc frame. 1 with the information on the left about VWxSelfridges & the left about Project Earth campiaign
PRODUCTS NEEDED: 2x Saffiano mini yasmine handbag & 11x Vivienne sunglasses
HOTSPOT AREA WHEN WALKING IN
FLOOR ART: Chateau Versailles Ceiling
1x QR CODE LINKED TO SS24 LOOKBOOK
1x White divider wall made from recycled plastic
1x Marbel textured display made with recycled plastic
2x bent mannequin robot arms
1x Pillar Stand
1x stage light
Out of the 5 areas, Area 4 will be where the bulk of the products merchandised will be. Consumers are free to take items to either try on or purchase them. This is how area 4 will be showcased on the VW x Selfridges Project Earth. There is a central pathway for consumers to browse through the the products placed there along with others to help drive customer flow effectively. This section has been branded to also fit the renaissance theme that VW is pushing out through their e-commerce and social media pages, making this on-brand for the pop-up and aligning with VW branding more. For the mannequin display, the pop-up will take into account the different types of consumers coming in. There will be mannequins with different skin tones to be more inclusive to make consumers for them to feel more represented.
Berg; Westwood)
6 tabels with woodent texture on them 2 hanging mannequin shelfs with strings as pearls
1 mannequin needed from central duke window display
2 built in hanger shelf and 1 standing hanger shelf
FRONT
3 wall sheleves in wooden texture on them
1 stage light with pearls
1 divider wall with michelangelo painting printed on wall
1 marbel stage floor
PRODUCTS NEEDED: 2x Saffiano mini yasmine handbag 2x on display and 300 stock, Olde London sandal 6 on display and 300 stock,
ELEVATION OF PLANOGRAM AREA
For area 3, this will be the styling area. The styling area is a hologram of mannequins that consumers can control and style and build outfits of things they are looking for. This section will be quite inclusive and diverse as consumers can filter on the controlling screens the mannequin’s height, body type, size, and skin tones. This will help consumers feel more represented in the pop-up and it will help them make purchasing decisions easier as they can imagine themselves having the items on, thus increasing product sales. This section will be beneficial because it’s innovative and gives consumers a more personalised and unique experience compared to other pop-ups. This can potentially leave a long-lasting impression on consumers and diversity and inclusion efforts being genuine.
Berg; Westwood)
FRONT ELEVATION OF STYLING AREA
3 hologram mannequins
1 marbel stage floor
Divider wall painting
Vinyl print text
3 shell stages
3 touch screen displays 6 floor light projectors
and Berg; Westwood)
INSTAGRAM POST
SELFRIDGES WEBSITE
As part of our Vivienne Westwood x Selfridges collaboration for Project Earth 2024, we will create mockups of an Instagram post and a website banner to be featured on Selfridges’ official platforms. These mockups will serve as teasers, generating excitement and anticipation for the upcoming sustainable pop-up. The collaborative Instagram post will highlight as hint the key theme of the pop-up, while the website banner will also be a hint. These mockups are beneficial as they engage our audience early, build buzz around the collaboration, and effectively communicate the sustainable message of our project.
ivienne Westwood pop-up concept is an interactive and innovative Renaissance-themed pop-up in collaboration with Selfridges. This will signify the rebirth and a new direction for the brand as a result of the loss of its founder in 2022. To follow diversity and inclusion standards and Project Earth values, the pop-up will represent different body types, skin tones, and sizes through its interactive dressing section where consumers can build their fits. This pop-up merges cutting-edge technology with historical inspiration, aligning with the brand’s commitment to sustainability and inclusivity, hence the brand statement “When you look into the past, you enter the future.
“VIVIENNE WAS A PIONEER... HER ACTIVISM WAS PART OF HER BUSINESS AND SHE WAS AN ADVOCATE FOR...CLIMATE CHANGE. THOSE VALUES WERE AT THE HEART OF HER BUSINESS, AND SHE HAS BEEN TALKING ABOUT SUSTAINABILITY BEFORE ANYONE ELSE.”
- FANFARE LABEL
ivienne Westwood’s brand is represented in this pop-up effectively because it represents the brand’s core values that align with Selfridges. The idea of quality not quantity is shown in the short product range in the hotspot area with just two different items shown. This allows the consumer to think that what VW and Selfridges are doing is more slow fashion than fast with the display of products but more focused on consumer experience. Additionally, this pop-up reflects those principles by using eco-friendly materials and innovative, dynamic displays that showcase the founder’s commitment to the environment. Visitors will experience VW’s unique blend of innovative, interactive and high fashion. This pop-up represents VW authentically, as it shows the consumer how much of a pioneer VW is being one of the first brands to work with Selfridges on its Project Earth campaign and will set a trend that can inspire the brand to be more ethical.
“VIVIENNE WAS A PIONEER... HER ACTIVISM WAS PART OF HER BUSINESS AND SHE WAS AN ADVOCATE FOR...CLIMATE CHANGE. THOSE VALUES WERE AT THE HEART OF HER BUSINESS, AND SHE HAS BEEN TALKING ABOUT SUSTAINABILITY BEFORE ANYONE ELSE.”
- FANFARE LABEL
BRAND
OVERVIEW SLIDE ......................................
FIGURE 1: Vivienne Westwood Personality: The Bold Icon behind the Fashion Revolution. 9 Mar. 2023, thefashionglobe.com/vivienne-westwood-personality/. Accessed 2 May 2024.
CONSUMER
BEHAVIOUR & TRENDS .....................
FIGURE 2: Vivienne Westwood Personality: The Bold Icon behind the Fashion Revolution. 9 Mar. 2023, thefashionglobe.com/vivienne-westwood-personality/. Accessed 2 May 2024.
FIGURE 3: VW. “Vivienne Westwood Spring-Summer 2024 Lookbook | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/en-gb/collections/spring-summer-2024/lookbook/. Accessed 12
FIGURE 4.1: INSTAGRAM. “Login • Instagram.” Www.instagram. com, www.instagram.com/viviennewestwood/?hl=en. Accessed 12 May 2024.
FIGURE 4.2: INSTAGRAM. “Login • Instagram.” Www.instagram. com, www.instagram.com/viviennewestwood/?hl=en. Accessed 12 May 2024.
FIGURE 4.3: INSTAGRAM. “Login • Instagram.” Www.instagram. com, www.instagram.com/viviennewestwood/?hl=en. Accessed 12 May 2024.
FIGURE 4.4: INSTAGRAM. “Login • Instagram.” Www.instagram. com, www.instagram.com/viviennewestwood/?hl=en. Accessed 12 May 2024.
INSPIRATIONS
FIGURE 5: VW. “Designer Corsets for Women | Bustier | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/ en-gb/women/clothing/corsets/. Accessed 12 May 2024.
FIGURE 6: VW. “Designer Corsets for Women | Bustier | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/ en-gb/women/clothing/corsets/. Accessed 12 May 2024.
FIGURE 7: VW. “Designer Corsets for Women | Bustier | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/ en-gb/women/clothing/corsets/. Accessed 12 May 2024.
FIGURE 8: VW. “Designer Corsets for Women | Bustier | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/ en-gb/women/clothing/corsets/. Accessed 12 May 2024.
FIGURE 9: Sistine Chapel. “Michelangelo’s Creation of Adam in the Sistine Chapel.” Www.thesistinechapel.org, 2023, www.thesistinechapel. org/the-creation-of-adam. Accessed 13 May 2024.
FIGURE 10: “Book Review of Return to Valetto by Dominic Smith.” To Make Much of Time, 26 June 2023, www.tomakemuchoftime.com/blog/ book-review-of-return-to-valetto-by-smith. Accessed 13 May 2024.
FIGURE 11: VW. “Vivienne Westwood Spring-Summer 2024 Lookbook | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/en-gb/collections/spring-summer-2024/lookbook/. Accessed 12
FIGURE 12: INSTAGRAM. “Login • Instagram.” Www.instagram.com, www.instagam.com/viviennewestwood/?hl=en. Accessed 12 May 2024.
FIGURE 13: INSTAGRAM. “Login • Instagram.” Www.instagram.com, www.instagram.com/viviennewestwood/?hl=en. Accessed 12 May 2024.
FIGURE 14: INSTAGRAM. “Login • Instagram.” Www.instagram.com, www.instagram.com/viviennewestwood/?hl=en. Accessed 12 May 2024.
FIGURE 15: ---. “Vivienne Westwood Spring-Summer 2024 Lookbook | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/en-gb/collections/spring-summer-2024/lookbook/. Accessed 12 May 2024.
FIGURE 16: ---. “Vivienne Westwood Spring-Summer 2024 Lookbook | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/en-gb/collections/spring-summer-2024/lookbook/. Accessed 12 May 2024.
FIGURE 17: ---. “Vivienne Westwood Spring-Summer 2024 Lookbook | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/en-gb/collections/spring-summer-2024/lookbook/. Accessed 12 May 2024.
PROJECT
FIGURE 18 & 19: ---. “Vivienne Westwood Spring-Summer 2024 Lookbook | Vivienne Westwood®.” Www.viviennewestwood.com, www. viviennewestwood.com/en-gb/collections/spring-summer-2024/lookbook/. Accessed 12 May 2024.
BRAND OVERVIEW SLIDE ......................................
Vivienne Westwood. “Careers - Vivienne Westwood.” Careers.viviennewestwood.com, careers.viviennewestwood.com/#:~:text=Our%20Values&text=We%20strive%20to%20make%20our. Accessed 2 May 2024.
---. “Sustainability | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/en-gb/sustainability/#:~:text=We%20want%20 to%20continue%20to. Accessed 2 May 2024.
Aviram, Danielle Keller . “Vivienne Westwood, the First Political and Climate Change Luxury Brand.” Sustainable Fashion - Eco Design - Healthy Lifestyle - Luxiders Magazine, 27 Apr. 2020, luxiders.com/vivienne-westwood/. Accessed 2 May 2024.
Vivienne Westwood Personality: The Bold Icon behind the Fashion Revolution. 9 Mar. 2023, thefashionglobe.com/vivienne-westwood-personality/. Accessed 2 May 2024.
---. “The Story so Far | Vivienne Westwood®.” Www.viviennewestwood.com, www.viviennewestwood.com/en-gb/westwood-world/the-story-so-far/#:~:text=Vivienne%20is%20appointed%20as%20Professor. Accessed 2 May 2024.
CONSUMER BEHAVIOUR & TRENDS ..................
Amed, Imran, and Achim Berg. “The State of Fashion 2024: Riding out the Storm.” The Business of Fashion, 29 Nov. 2023, www.businessoffashion. com/reports/news-analysis/the-state-of-fashion-2024-report-bof-mckinsey/. Accessed 13 May 2024.
“Every Single Pantone Color of the Year since 2000.” House Beautiful, 19 Dec. 2023, www.housebeautiful.com/room-decorating/colors/g46063530/ pantone-color-of-the-year-past-selections/. Accessed 13 May 2024.
LOOK, 3D. “Top 11 Fashion Industry Challenges in 2023.” 3DLOOK, 12 Jan. 2023, 3dlook.ai/content-hub/fashion-industry-challenges/. Accessed 13 May 2024.
INSPIRATION ........................................................
Westwood, Vivienne . “Westwood Heritage: Corsets | Vivienne Westwood®.” Www.viviennewestwood.com, 17 Apr. 2023, www.viviennewestwood.com/ en-gb/westwood-world/heritage/westwood-heritage--corsets/. Accessed 13 May 2024.
