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many people and that all the different concessions can be confusing for someone that has simply come in to buy one item.
Harvey Nichols realised they needed to differentiate their brand by offering something extra.
Launch of a Harvey Nichols loyalty app

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Harvey Nichols has seven stores within the UK and Ireland, consisting of five large-format stores in London, Edinburgh, Birmingham, Leeds and Manchester, and two small-format stores in Bristol and Dublin.

All the Uk stores have luxury food markets, restaurants, cafes and brasseries.

Harvey Nichols stores offer the ultimate fashion experience. Seen as ‘the place to be’

Harvey Nichols is the club that doesn’t require a membership.

Exclusive, niche and established labels sit alongside accessible everyday collections

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In 1831 Benjamin Harvey opened a small linen shop in a terraced house in Knightsbridge.Four years later he expanded into the building next door as the business grew.
In 1841 Harvey employed James Nichols and four years later was promoted to management.
In 1973 Harveys son Benjamin Charles Harvey became the sole partner and quickly set about further expansion.
By the 1980's Harvey Nichols had made a name for itself.

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With sustainability an increasing priority on the agenda for fashion and retail businesses around the globe today, attention is also turning to their brick-and-mortar stores - how they're resourced, designed and constructed.

According to Schneider Electric, retail buildings are the largest consumers of energy among non-residential buildings in Europe, contributing $20 billion each year. Factors such as electricity, air conditioning and lighting all contribute to a brand's carbon footprint and emissions.

The interesting thing is that going green is proven to not only help retailers reduce their impact on the planet, but significantly save them money. A 20% cut in energy costs can represent the same bottom line benefit as a 5% increase in sales, according to Carbon Trust.

Investing in sustainable store design, therefore, has a positive effect on profit, people and the planet. From locally-sourced materials, to energy saving light bulbs, and even the removal of any plastic packaging, there is an incredibly wide range of ways retailers can make their stores more environmentally friendly.

Here we highlight some of the best examples of brands going above and beyond with their stores in order to do so:

Stella McCartney

Stella McCartney London flagship store

Last year Stella McCartney opened a new flagship store in London that expands four floors and embodies sustainability throughout. The outposts of the store are lined with recycled foam and card that were made from waste paper from the London offices. The space is also the first to use biodegradable mannequins, made from 72% sugarcane bioplastic, which significantly reduces CO2 emissions. To help combat air pollution, the store has a hidden ventilation systems that removes 95% of air pollutants and harmful gases, such as nitrogen dioxide. At launch, Stella herself said: "The store really tells the story of the world of Stella McCartney, seamlessly incorporating sustainability, fashion and luxury."

Ikea

Inside Ikea's Greenwich Store

Ikea opened a sustainable store in London's Greenwich, built from a range of renewable materials in 2019. The roof is covered with 75% solar panels, which power the store, and rainwater is harvested to help reduce the store's water consumption by 50%. The store not only helps the environment, but is also working towards improving the community around it. Ikea holds an array of classes such as bunting making, which utilizes off-cuts of IKEA fabric, helping spread the message of full utilization. The design of the store has been awarded an 'Outstanding' BREEAM certification, which is the highest award for sustainable construction, covering areas such as energy, land use and materials. Efforts to incorporate geothermal heating, 100% LED lighting and textile recycling, have also elevated it to become the most sustainable retail store in the UK.

Patagonia

Patagonia Store in Victoria, Canada

Patagonia is not only leading the way with sustainability in manufacturing, but is going above and beyond with its store design strategy. Each outpost is uniquely designed to reflect the history and culture of its location, while simultaneously keeping the planet in mind. The Victoria store in Canada, which opened several years ago now, for instance, had three main goals when it was being designed: to use sustainable construction methods, utilize reclaimed materials and become the best retail space for outdoor activities in the area. It features a range of wooden details throughout, from wall decorations to shelving units, giving it a grounded earthy feel. The wood was wastage retrieved from the Pacific Ocean and leftover material from the local yacht club.

Country Road

Country Road store in Melbourne

Australian fashion retailer Country Road opened its flagship store in Melbourne this summer also with sustainability in mind. The space is made from recycled materials such as yoghurt containers, fishing nets and recycled paper. It is the first to receive a 5-star Green Design review from the Green Building Council of Australia. It also includes details like fitting room hooks that have been made using ocean plastic and tables from recycled plastic. The brand hopes this store design will be the first of many, as it continues to expand in the country.

Starbucks

Starbucks sustainable store design

Starbucks is leading the way in the coffee sphere by building LEED-certified stores, which stands for 'leadership in energy and environmental design'. These green stores use LED lighting, recycled flooring tiles and wood products that are certified by the Forest Stewardship council. They are 25% more energy efficient and 30% more water efficient. In countries with solar and wind projects, the stores are run on 100% renewable energy. Starbucks already has 1,612 LEED-certified stores, but is intending to extend the framework to 10,000 by 2025, which could save $50m in utility costs over the next 10 years alongside reducing impact on the planet.

Bottletop

Bottletop's London store

Sustainable accessories brand, Bottletop, opened the world's first 3D printed store, created by robots using upcycled plastic, in London. Based on Regent Street, it is zero waste and home to the brand's sustainable handcrafted collection of leather goods. The space embodies the company's core mission to empower people through sustainable design and creative culture. The flooring of the store is made from reworked rubber tyres and the interior is made from 60,000 upcycled plastic bottles. Overall, the store aims to re-imagine the future of ecologically responsible construction through zero waste design.

Ganni

Ganni store

Danish fashion brand Ganni recently opened its new London store following a number of doors in Copenhagen and Stockholm. While it features bubblegum pink walls fit for every Instagrammer's dream, it is also underpinned with a green strategy in mind. The store incorporates sustainable features such as recycled plastic displays made from old plastic bottles, plant pots, food packaging and coffee grounds. Decorations throughout are either vintage pieces or upcycled products, including rugs that have been remade from old Ganni collections. The company also uses renewable energy across all of its stores, with the aim to have 100% green sources by the end of 2019.

Lush

Lush's plastic free products

As one of the sustainability leaders in beauty, Lush recently stepped up its game by stripping back several of its stores in Berlin, Milan and Manchester, in a bid to go entirely plastic free. The 'Naked' stores, as they're called, are part of the brand's initiative to tackle the plastic waste problem in the cosmetic industry. They all feature products like the brand's solid shampoos, which don't necessitate any packaging. Each of them further serve as an open space for NGOs and activist groups to educate and increase consumer awareness on the topics of zero waste and ocean plastics.

Reformation

Reformation store

Cult fashion brand Reformation puts sustainability at the core of everything it does, from local manufacturing and sustainable dyeing to green buildings and fabrics. Its Los Angeles stores and headquarters are all Green Business certified, meaning they implement strategies to save energy, improve water efficiency and reduce CO2 emissions. Reformation offsets its store build by 100%, by calculating the construction footprint. The materials in store are also sustainable with LED fixtures, recycled fabric insulations and natural rammed earth materials.

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How are you thinking about sustainable innovations? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Each of the rules referenced above is matched by one of our products and services. Interested in how? Get in touch to learn more.

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9 brands pushing sustainable store design

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With sustainability an increasing priority on the agenda for fashion and retail businesses around the globe today, attention is also turning to their brick-and-mortar stores - how they're resourced, designed and constructed. According to Schneider Electric, retail buildings are the largest consumers of energy among non-residential buildings in Europe, contributing $20 billion each year.

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Polyurethane (PU) is one of the most versatile plastic materials. Ranging from flexible foam to solid materials, its chemistry allows PU to be adapted into specific shapes - ideal in the production of mannequins.

* High load bearing capacity.

* Abrasion and impact resistant.

* Resistance to water, oil and grease.

* Short production lead times.

Like other plastics PU can be recycled in various ways to remove it from the waste system - making it highly sustainable if disposed of in a responsible way.

PU is recycled in two primary ways;

* Mechanical recycling - the material is returned to the polymer form.

* Chemical recycling - the material is returned to the various chemical constituents.

Colour can also be added to the material during production to alter colour.

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Sustainable Mannequins | HOL Sustainability

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Polyurethane (PU) is one of the most versatile plastic materials. Ranging from flexible foam to solid materials, its chemistry allows PU to be adapted into specific shapes - ideal in the production of mannequins. * High load bearing capacity. * Abrasion and impact resistant. * Resistance to water, oil and grease.

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Monki is a Swedish shop with clothes more colourful than a rainbow and a name that makes you question the pronunciation of simple syllables. But, can I shop there? read now on Grazia.

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What objects in my shop design will be made out of:
White wood flooring-
Laminated white wood flooring which is made from natural materials and no harsh chemicals are used in production.
Pink marble rug-
Made from bamboo silk which is sustainable and a renewable resource.
Gold tables-
A recycled wooden table which will be coated with eco friendly chalk-based spray paint.
Mannequins-
100% paper paste making it recyclable and biodegradable and will be coated with gold chalk-based spray paint.

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Monki's target audience is16-27 year old females living in an urban area.
The transition zone will target this audience because it involves bold graphic images on the walls capturing their attention and the metallic gold mannequins make the products displayed stand out.

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I learnt about a variety of floor layouts and concept ideas. This helped me when looking for a theme and concept for my shop window.

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As the world is bombarded with an unending supply of dirt-cheap clothes, ethical fashion activists in Dubai and the Middle East, Europe, Australia and New Zealand, Canada, and the United States are voicing their concerns regarding the fashion industry's sustained exploitation of human, animal, and natural resources.

Following the Rana Plaza tragedy that rocked the glamorous world of fashion, international clothing brands were made to reconsider how their manufacturing processes affected their employees, the communities they inhabited, and the environment. Philanthropists, environmentalists, human and animal rights activists, and conscious individuals around the world began actively protesting unethical fashion.

Almost all fashion brands, from the haute couture houses, to the fast fashion giants, to the labels that dominate online shopping in UAE, are involved in unethical production practices. The following are the biggest ethical issues in fashion, particularly in the apparel manufacturing sector.

1. Child labour

In their pursuit of cheap production, major fashion brands often relocate their production facilities to underdeveloped parts of the world, mostly in the Second and Third World. Here, they employ anyone and everyone capable of working in a factory, including children.

Due to poverty and unawareness, the families of these underprivileged children know better than to question the quality in which their sons and daughters are being treated, or to demand for their rights as workers. Child fashion workers are not only made to work in critically substandard conditions all day long; they are also stripped of their fundamental right to education.

2. Low wages

The fashion industry argues that it generates employment opportunities in Second and Third World countries, and that because of this, their so-called sweatshops invariably benefit the lives of its workers, regardless of whether these employees are paid living wages or not.

However, employment generation holds little consequence when the annual wages of the average sweatshop worker are measured and the working conditions of his job are speculated. In most of these countries, the below minimum wages, paid to workers by contractors hired by the big fashion companies, do not even cover their basic needs, let alone allow them a budget for emergencies and incidentals.

3. Health and safety risks

On top of denying scores and scores of men, women, and children of their human basic rights, and of paying its workers with insufficient wages, the fashion industry poses fatal threats to the lives of its workers and employees as many these companies are known to build their Second and Third World apparel production units cheaply and shoddily.

Furthermore, most cotton farmers and sweatshop workers endure long-term exposure to pesticides, lead-based dyes, and poisoning from chemicals, and are found to suffer from:

Consistent vomiting, headaches, tremors

Lack of coordination

Loss of consciousness

Respiratory diseases

Impaired memory

Concentration disorientation

Extreme depression and palpitation

Seizures

Death

This sorry state of affairs results from the big fashion brands' focus on minimising cost of production in order to maximise profit. This fiendish drive to fortify the bottom line fuels these brands' lack of concern for the wellbeing of their workers, which then leads to their failure to apply fundamental workplace health and safety standards in their offshore production units.

4. Environmental degradation

In the past, textile manufacturers paid little heed to their impact on the environment, because the scale of production back then was not as massive as it is today. These destructive habits forged in the early days of apparel manufacture were passed on from generation to generation, however, leaving a nasty, indelible impact on the environment and our natural resources.

When gallons of toxic pesticides are washed into bodies of water during cotton farming, effluents are discharged into nearby streams from the dyeing process, and poison gases are gushing out of the chimneys of cloth manufacturing factories by the tonne, what do you expect to happen to the ozone layer if not leakage?

The fashion industry has an unmistakably hefty carbon footprint, formed as a result of excessive pollution in all areas of operations within the fashion production and retail supply chain.

5. Animal cruelty

Animal abuse within the fashion industry comes in two parts: one part tortures the animal directly by objectifying it for its fur, its skin, or its hide, while the other part harms animals by polluting their habitat and disrupting their food chains. In both circumstances, the processes involved in fashion production make it impossible for these animals to live wild and free.

Many animals are bred in captivity and grown to a ripe age, only to have workers shave off their fur. Live animals are often mutilated once their fur has been shaved. Some animals, such as snakes and crocodiles for example, are bred specifically so that manufacturers can put them down and extract their skin as raw materials for items like shoes, handbags, and other accessories.

What's more, the pesticides from cotton farming and dyes from textile processing that wash into rivers pollute entire food chains with hazardous residues. Huge amounts of fish die every year, for instance, because of such water pollution.

Ethical fashion starts with you

It isn't hard to see that the mainstream fashion industry is desperately in need of an overhaul. Thankfully, various concerned organisations, influencers, and companies have started acknowledging and taking action toward spreading awareness on these matters, and to holding the perpetrators accountable for their harmful and often criminal industry practices.

Ethical fashion is well on the rise as more fashion brands, both new and existing, are either born with or transitioning to sustainable, ecological, and ethical clothing supply chains and production methods.

Leading this fashion revolution are consumers and individuals who have woken up to the evils and injustices that mainstream and fast fashion companies inflict on millions of lives, both human and non-human, around the world. Let's all take a stand and spread the message that no living soul should have to suffer or die in the name of fashion.
Never miss our posts. Sign up for our weekly newsletter and receive our free sustainable lifestyle guide when you do. Recommending reading:
To learn more about how the fast fashion industry has impacted people and planet, we also recommend you grab the book Wardrobe Crisis: How We Went From Sunday Best to Fast Fashion.

**If you enjoyed, learned from, or felt empowered after reading this piece, we've love for you to support us by donating to our Patreon or giving a once-off PayPal payment via the donate button below.**

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Ethical Fashion 101: The Top 5 Ethical Issues in the Fashion Industry - Eco Warrior Princess

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As the world is bombarded with an unending supply of dirt-cheap clothes, ethical fashion activists in Dubai and the Middle East, Europe, Australia and New Zealand, Canada, and the United States are voicing their concerns regarding the fashion industry's sustained exploitation of human, animal, and natural resources.

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I placed trends first as it attracts customers in and is what the target audience will aim for.
Bags and jewellery I placed in destination as it is Monki's point of sale.
Jackets and shoes are in my secondary area to encourage customers to travel through the store and make further purchases.
Dresses is in the Discovery area to persuade customers to make their way through the store.

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This detailed PESTEL Analysis of the fashion retail industry in the UK aims to explore how some of the political, economic, social, technological, environmental, and legal factors influence the UK fashion retail industry. Clothing has always been a big business for the UK. In fact, the fashion industry contributes approximately £32 billion to the country's economy.
Political factors affecting the fashion retail industry in the UK
The fashion retail industry in the UK has a global reputation. However, the recent lockdown and economic challenges have hit it very hard. Therefore, the industry has called for more financial support from the government. Without substantial support from the government, half of the industry may risk of walking into an unsustainable future.

Political stability in the UK has impacted on its fashion industry very positively. However, Brexit uncertainty has been a cause of concerns for many. The UK imports approximately £10 billion worth of clothes and shoes from Europe. Therefore, if the country's existing trade relations with the EU disappear, the fashion industry may have to pay £1 billion more in each year, potentially causing a price hike for many clothing items (Tobin, 2019).

Many politicians and political figures impact on the UK's fashion industry. What they wear and how they wear influence on the behaviour of many consumers. However, it is worth noting that clothing may sometimes go beyond the idea of 'fashion' and be used to express political statements.
Economic factors affecting the fashion retail industry in the UK
Clothing manufacturing is expensive in the UK. Therefore, many retail giants produce their fashion items in countries e.g. Bangladesh, India, Sri Lanka, Turkey, and China. Producing aboard helps them reduce the production cost and sell the end products at affordable prices. However, it does not mean that all the retailers sell their products cheap.

Armani, Next, Gap, Gucci, and Zara are expensive compared to Peacocks and Primark. This shows that the UK customers have a variety of options depending on their economic circumstances, when it comes to addressing their fashion needs and desires. In fact, fast-fashion retail chain Primark is doing fantastic as it caters for the needs of people who have budget limitations.
Social factors affecting the fashion retail industry in the UK
Fashion products are entirely different from food products. Therefore, recession and similar economic difficulties affect fashion retailers badly. However, it is also true that the fashion industry adapts quickly to any change of circumstance.
Technological factors affecting the fashion retail industry in the UK
There are a good number of colleges and universities in the UK that prepare the fashion designers for tomorrow. Unsurprising, British nationals are in the leading positions of some of the most famous brands in the world. Likewise, a number of fashion events e.g. London Fashion Week, the Curve Fashion Festival, Glamour Beauty Festival London, and Manchester Fashion Week attract thousands of people from all over the world for shopping, catwalks, celebrity talks and much more.
Environmental factors affecting the fashion retail industry in the UK Legal factors affecting the fashion retail industry in the UK
Many people in the UK are heavy buyers of fashion products. No doubt that fast fashion dominates their buying habits. According to Wolstenholme (2018) more than 80% buyers buy clothes that they never wear. While it is fantastic for fashion companies, it is not good for the environment. It should be mentioned that brands endorsed by celebrities do really well in the UK.
Porter's five forces analysis of the UK supermarket industry SWOT analysis of the USA's Information Technology (IT) industry
There is no doubt that more and more people are shopping online. Most of the fashion giants now have their e-commerce sites. Amazon, eBay, Debenhams, and Next are doing great online, while boohoo.com, misguided.co.uk, prettylittlething.com, and many others are steadily becoming household names.

While it is difficult to establish a fashion brand name in the UK, e-commerce sites such as Amazon and eBay provide anyone with open opportunities to sell anything online. Many people have achieved financial freedoms by trading on Amazon and eBay. However, it is worth mentioning that competition is extremely fierce in the online segment of the UK fashion industry.

According to the UN (cited in Paton, 2019) the fashion industry is responsible for around 10% of global greenhouse gas emissions. This industry consumes more energy than the combined consumption of international aviation and shipping industries. This is really concerning for the UK, as 80% buyers buy clothes that they never wear. The UK shoppers purchase more clothes than any other country in Europe. They are also responsible for sending around 300,000 tons of clothes a year to burning or landfills. Therefore, campaign groups are urging the government to put pressure on fashion companies to take more responsibility and contribute to environmental sustainability.

The UK fashion retail industry must adhere to the country's rules and regulations set for the industry. Due to strict rules and costs, many companies have outsourced some of their operations abroad. While this saves costs for companies, many customers do not like it at all.

We hope the article 'PESTEL analysis of the fashion retail industry in the UK' has been helpful. You may also like reading and .

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Last update: 25 August 2020

References:

Paton, E. (2019) In Britain, Politicians Shy Away From a Crackdown on Fast Fashion, available at: https://www.nytimes.com/2019/06/19/fashion/fast-fashion-environment-britain.html (accessed 24 August 2020)

Tobin, L. (2019) How will Brexit impact the UK fashion industry?, available at: https://www.standard.co.uk/lifestyle/esmagazine/how-will-brexit-impact-the-uk-fashion-industry-a3931611.html (accessed 20 August 2020)

Wolstenholme, H. (2018) More than 80 per cent of shoppers are buying clothes they never wear, study shows,

https://www.standard.co.uk/news/uk/more-than-80-per-cent-of-shoppers-are-buying-clothes-they-never-wear-study-shows-a4004996.html (accessed 23 August 2020)

Photo credit: Pixabay

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howandwhat.net welcome to the world of easy-to-use information!

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PESTEL Analysis of the fashion retail industry in the UK

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This detailed PESTEL Analysis of the fashion retail industry in the UK aims to explore how some of the political, economic, social, technological, environmental, and legal factors influence the UK fashion retail industry. Clothing has always been a big business for the UK. In fact, the fashion industry contributes approximately £32 billion to the country's economy.

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Fashion & Environment - SustainYourStyle

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Cheap clothing is an affordable option for our pocket. But what is the real cost of that? Learn more about the impact of the fast fashion industry on the environment 🌏.

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With period products being declared 'non-essential' by the Welsh supermarkets during their most recent lockdown, it's become clear that menstruation is still heavily stigmatised in our society.⁣ This week on The Skin You're In, we're chatting to activist Amika George about her work campaigning for free tampons across schools in the U.K, why gender inclusivity is so important when discussing menstruation, what we can all do to break down the stigma, and lots more. We'll also be discussing how to move activism from online spaces into physical ones, the barriers Amika has faced when trying to be taken seriously by politicians, and how she overcame them.

⁣

This is the sixth and final episode of our brand new limited podcast series, The Skin You're In! Each week, for six weeks, we'll be exploring what it means to be alive today, and the biggest issues affecting our generation. From period poverty to body positivity, gender, disability, feminism and race, we want to know where the conversations are at, and what we can do to move them forward.

The Skin You're In, a Polyester Podcast, is brought to you by Polyester's founding editor in chief Ione Gamble (@ionegamble), and co-hosted and produced by Olivia Graham (@og.irl), in collaboration with Monki. Polyester is a self published culture zine exploring intersectional URL feminism in the IRL world. Have faith in your own bad taste! And follow us on Instagram! ⁣

See acast.com/privacy for privacy and opt-out information.

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The Skin You're In: My Skin, My Normal With Amika George | The Polyester Podcast on Acast

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With period products being declared 'non-essential' by the Welsh supermarkets during their most recent lockdown, it's become clear that menstruation is still heavily stigmatised in our society.⁣ This week on The Skin You're In, we're chatting to activist Amika George about her work campaigning for free tampons across schools in the U.K, why gender inclusivity is so important when discussing menstruation, what we can all do to break down the stigma, and lots more.

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3D pop up store design Week 8-
This week we got given an exciting task to construct an area of our store using foam boards. I chose to do my transition zone and I wanted to create a visual representation of what customers would immediately see as they walk in. It started off tricky cutting the foam board to shape and getting the walls to match up but when I started getting the hang of it and by designing it section by section, it was taking shape. I feel confident in understanding a customers mindset especially doing research into Monki I knew what a customer would look for and aspects like bold printed images and gold mannequins were the unique touches that Monki is known for successfully doing.

I glued down my images to the side walls, keeping them subtle colours ensuring the printed illustrations stood out. The gold tables and mannequins took their shape using a glue gun. I used nylon string to hang pink clouds and created a stand for my flower bouquet. I was really happy with the outcome.

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For my email design I wanted it to catch the customers attention by placing a smiley, inviting photograph of a young women at the beginning. This is an encouraging image and the happiness seen radiates to the viewer.  I placed ‘We are in Tunbridge Wells’ next to her as it is eye catching and gets straight to the point emphasising the new pop up store. The pink clouds around the image I placed there because it links with childhood and youth with it's dreamland connotations, this attracts Monki’s young female audience. At the botton of this image I put details of the opening day of the pop up store to encourage customers to come along, I chose a font that was clear and readable. The pink frame around this image I used to draw your attention in and emphasises the image.

I then placed three images in a row, using the rule of three making it appealing to look at as a customer. I placed two text boxes with ‘trending now’ and ‘vegan accessories’ inside. I used this to encourage customers to come to the new pop up store to check out these products. In the bottom of my email I wanted to emphasise the brands key values of sustainability and embracing your own beauty. Then I placed social media icons which you would click to take you onto their social media page, this is because the target audience is very active on social media and this will create further publicity and word of mouth advertising.

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For my shop window I want to encourage body positivity as 1 in 4 UK girls have avoided leaving their house due to worrying about their appearance, I wanted to show young girls that every body is beautiful by placing an image of a group of women different ethnicities, shapes, sizes and imperfections smiling and looking confident. I made this cover the whole back wall as I wanted it to catch customers attention. For lighting I put a pink plastic feather chandelier because feathers symbolise strength and peace which links with the body confidence I’m encouraging. There will be pink, sheer fabric drapped down with gold fairy lights this brings the focus onto the clothes in the centre and the fairy lights create a bright and eyecatching shop window. The clothes I decided to showcase on a clothes rack as I wanted a clean, simple display of the clothes. The floor is covered with pink rose petals and the side walls have pink clouds because I wanted to create a beautififul, appealing look that reinforces the dreamland I’m creating.

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For my floor plan I wanted to ensure customers would have an easy shopping experience and i wanted to guide customers around the store with my layout. I mainly focused on displaying products using tables as it gives customers the chance to be interactive with the products and means products can be laid out in outfits. I added seating to create a dwell area in the store ensuring customers stay in the store for longer. I will display the products mainly on clothes racks in order to give customers the opportunity to look through products. I have placed impulse next to the cash desks in order for customers to make some final purchases. I added focus points which which i will create displays linking with my shop window concept in such a way it encourages customers to take photographs and it creates an instagrammable area of the store, this will build our online popularity.

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Mind map exploring job roles in visual merchandising looking at the skills needed for each.

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Looking into Omnichannel branding

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My exploration into a job in Visual merchandising

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Exploration of a role in Visual merchandising looking at positives and negatives, health and safety and VM techniques.

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Email design, Digital concept board, Digital floor plan and PESTELE analysis.

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In my physical concept board, looking at inside my store, I wanted to emphasise my focus on the colour pink and the materials that will be seen around the store. I will involve sheer materials hanging in areas of the store which also being seen in a range of the clothes on display. This I layered on my board with gold material, another fabric I will use in my store on the display tables  and furniture. I will have potted plants and boutique of flowers around the store adding vibrancy and pops of colour. The feathers and rose petals are aspects from my shop window I will bring into the store  placing them around my mannequins and hanging from the celling. I placed the pink colour palette I will involved on the board as well as the wall design I’m inspired by, I want to create the appearance of a funfair ride and a vintage theme park appearance within the store.

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More females then Males in Tunbridge Wells

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Increasing number of people living in Tunbridge Wells

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They have mastered marketing sustainability to Gen Z through colourful campaigns with meaning.
On trend lifestyle collections for young girls

Imaginative store concepts

Competitive price
Aimed at 16-27 years old women who live in urban areas

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I created this mind map in order to find a brand to base my project on.

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They are promoting body positivity
Funfair themed
Mainly Pastel coloured clothes
Reflective
Gold/silver
Instagrammable
Lots of accessories available
Bright store with lots of lighting

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When it came to my Labels I wanted to create pink cloud shapes to continue with the deamland aesthetic. On the front I put the logo to showcase where the product was purchased from. I put social media information so that when the customer tries on thier products it encourages them to post pictures and means Monki reaches a larger audience. For the back of the label I put the price, size and barcode which are neccessary aspects and gives the customer important information on the product.

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For my bag design I chose pink petals for the background because it symbolises gentleness which I wanted to use because it fits with my target audience and colour scheme.
I developed my previous design because I wanted a clean, simple design that customers will want to reuse time and time again.
I used a large logo centrally placed because I wanted the brand to be clear and catches people’s eyes.
It will be a white tote bag because it bring your attention to the focus point being the logo.
It will be made out of natural cotton and the aim is for customers to reuse the bag.

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I looked at the Monki store near Regent street and I analysed it in order to begin my research into choosing a concept idea and I wanted to learn more about the target audience.

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My design is based on the colour pink. I chose this because it is linked with feelings of love, warmth and is viewed as feminine.
The background is a photography on a group of women embracing their bodies while smiling and having fun. As I'm targeting young girls, I wanted to send a message of being confident with your body as young people struggle with body image.
The pink rose petals on the floor represent grace and elegance.
The pink organza drapped down i used to enhance a focus point on the clothes.
the gold fairy lights i used to create a fairy tale/dream appearance sending the message to young girls to live out their dreams.
the white feather lighting I used as feathers symbolize peace.
I used a clothes rail to showcase outfits for a clean, organised appearance.

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These are my drafts of store layout, I divided the store into sections being Primary, secondary, discovery and destination. I then considered sight lines to layout where I would put my focus points and fixtures. I wanted to ensure my store created a route for my customers to travel in while providing plenty of space to make your way through the store.

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I began gathering images I was inspired by and collected them in order to start putting together my ideas, looking at ways to combine them in my shop window.

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I put seating in my store because my aim is to keep customers in the store for longer periods of time in order to spend more time around products resulting in more purchases being made.
At the front of my store I’ve put dresses as they are a strong selling point and fit with the season Spring which I focused my project on.
I’ve included a series of mannequin throughout the store as I want to highlight products I have displayed in that section of the store and show them as outfits encouraging customers to purchase more.
I included multiple tables to display products because its easily visible to customers and means they are able interact with products.
I placed my impulse products next to my cash desks because it encourages customers to make last minute purchases.

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Monki is a storytelling brand which combines quirky fashion with modern staples.
They want to inspire girls of all ages to express and be themselves.
Monki is about personality, not nationality, style or age.
Imaginative fashion
Monki stores are always an experience out of the ordinary.
They launched a menstural cup collaboration with Lunette and the Cup Foundation to encourage talking about mensuration

They encourage talking about mental health, identity, mensuration, body positivity and female empowerment.

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51% female, 49% male
18 to 64 year olds
Large, affluent town
It’s a vibrant desirable place to live
The town has a population of around 56,000 people
Clothes shops in the location include Phase eight, Miss Selfridge, Mint velvet, Topshop and Monsoon

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Monki encourage Female empowerment so to show this in my logo so I used illustrator to create a female symbol and filled it with a girl power sign in the centre, I used the colour pink as I've based my shop window on as it symbolises love and kindness.

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I completed this focus group in order to understand the target audience.
Women, Aged 19, Tunbridge Wells
Do you shop at Monki?
I have occassionally.
What was the shopping experience like? Shop layout?
Yes I always have a good shopping experience in there. I love the fun, colourful displays.
Positives and negatives of the brand:
Positive: The way the clothes are displayed.
Negative: the store can easily become crowded.
Women, Aged 57, Sevenoaks
Have you shopped at Monki?
No
What would you shop there for?
I hope to buy my daughters Christmas presents in there. It's aimed at her age group.
Do you like the appearance of their stores, Logo and packaging?
Yes I really like their branding, its clear and effective.

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Rainbow stairs
Reflective

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Bright, bold logo
The shop window was brightly lit
Images of body features to encourage body positivity
Confident stance of mannequins

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Range of metalics
Use of tables to showcase products

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Carousel to display products- eye catching focal point

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Make it visual
Use colour to make a statement
Sensory marketing
Multisensory experience
Digitalised enviroment
Enhance emotional condition

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Project power
Cotton is 100% sustainably sourced
Vegan accessories
Zero waste aim
More energy efficient
Swimwear made from recycled polyester
They use a environmental impact measuring tool to assess the enviromental impact of the denim they sell. It takes into account how much water and energy goes into making Monki’s denim, as well as chemical usage and Heath and safety of staff