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Bibliography  - Digital Window & Concept Boards

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From researching technology trends in retail and from the responses from my survey I have decided to include iPads around store and digital kiosks where people can make their purchases.

The iPads will provide information about the products for example, what material its made out of, where the material has come from, the dimensions of products but it can also recommend products.

The digital kiosks will provide a safer environment when shopping post covid and from my survey 77% of people said they would prefer self checkouts in retail post Covid19.

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Latest Trends In Shop Design - Jacob Krauel (Book) - Primary Research

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Latest Trends In Shop Design - Jacob Krauel (Book) - Primary Research

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Hermès Rive Gauche - Store Design

RDAI agency designer all of Hermès' stores.
This design mixes contrasting and complimentary elements.
First objective was to respect, conserve and reinterpret the architecture of a swimming pool. The second objective was to tell another story - contemporary.
this is shown through the appearance of the ash huts.
Lighting was used to its advantage within the store to give the mood and feel of a swimming pool whilst also attracting customers within the store.
The store design involved the ceiling being subtly inclines and the walls being curved inwards.
the design is infused with natural, fluid, rippling movement to represent the water within the swimming pool.

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Overall Coal Drops Yard was very minimal. All the stores were very similar in design and window display. This showed that all the brands within Coal Drops Yard were within the same aesthetics. Coal Drops Yard is one of the most sustainable shopping destinations in London with all the brands within being sustainable. This would be why the brand aesthetics were minimal.
There was also many restaurants within this destination making for a good place to go for the day and grab lunch/dinner.

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Overall Dover Street Market was an experience. You go there not only to shop but to experience the abstract designs and creativity throughout the store. Everywhere you would look would be something new and exciting. It would defer from brand to brand creating uniqueness however it still felt linked.
Going here gave an insight to how creative you can be with store design/VM. There isn't any limits and you can add personality and character within the designs.

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Fourth Product Adjacencies Layout - Final

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Fourth Product Adjacencies Layout - Final

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The final design see's all of the amendments throughout the sketches applied here. The one difference was the movement of the cash desk. I felt the cash desk on the left was prominent and didn't flow with the rest of the store.
I decided to move it towards the front of the store so customers would have to flow around the store and come back to the front in order to purchase.

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This is the final fixture layout which became clearer once I had finished the final product adjacencies layout.
The dwell area and the bag wall are within clear sight lines. I decided to put the fitting rooms towards the back of the store that way they are discreet.

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This layout I wanted to experiment with arrangement of the clothing rails however instantly knew it wasn't going to be the final layout. I think having it towards the front of the store on both sides kept it to that area.

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The second layout is a minimal version which I prefer and will fit to the luxury aesthetics Hermès currently has.
This layout see's the dwell area to the centre of the store which I think fills the space better than the previous layout. The negative space doesn't feel so stark.

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The first fixture layout I feel is very busy and I could see from doing placements based upon my product adjacencies that this wasn't working.
The dwell area was definitely lost at the back of the store and didn't have the impact.
There was also a lot of negative space within the centre of the store which I didn't think was evenly balanced to the perimeter of the store.

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For my third sketch I took amendment ideas from the previous sketch and applied them here. I moved the dwell area to the middle of the store, creating interest and making it a pleasant, welcoming sight line for when the customer walked in.
I kept the primary and secondary collections towards the front of the store followed by accessories adjacent to the dwell area.
From previous sketches I realised that the bag destination on the back wall had more impact and would be seen from when the customer walked in the store.

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Within the second layout I decided to change around the products offered In store. I kept the primary and secondary collections towards the front of the store followed by a larger accessories area. On the back wall I changed the bags to scarves and increased the dwell time area. By doing this I realised that having the dwell area towards the back might get lost within the store.
I decided to rethink about the sight lines within the store and what customers would see when they first walk in. What would be more visually impactful to them.

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The first layout I knew I was to lead in with my primary and secondary collections. From there I had the idea of having the cash desk on the left hand side and the accessories taking up a larger portion of the right hand side. Putting accessories next to the primary and secondary vintage collection would follow on so customers can accessories for the outfits they have just picked up.

Towards the back I decided to have the back wall as a bag destination where the whole wall would be dedicated to bags. This would link to other accessories available and finish off to complete the outfit the customer may have.

Having a dwell area towards the back of the store will give customers a place to stop whilst choosing the back or accessories of their choice.

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Why some firms limit how much you can buy - BBC

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Why some firms limit how much you can buy - BBC

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"Taxes and currency differences make luxury goods far more expensive in China. Some analysts estimated that by mid-2015, Chinese prices were 60% higher than those in Europe"

"The daigou agents, many of them students making extra cash to finance their overseas studies, buy up luxury products in bulk in Europe and Hong Kong and sell them on at home. It is sometimes known as parallel trading"

"Chanel raised its European prices by 20% and cut them in China"

"Ms Ahrendts (Burberry Chief Executive) wrote later in the Harvard Business Review: "In luxury, ubiquity will kill you - it means you're not really luxury anymore. And we were becoming ubiquitous."

This report shows that luxury retailers have a lot of overseas customers however there can be a downside to this. Due to prices being higher in their own country then abroad, they tend to travel overseas to purchase luxury items in bulk and then bring them home for friends and family or to sell.
This means that brands are having to think of new ways to reduce this from happening as it could create competition between the brand and its own customers. This can also mean that the brand looses its value due to customers being able to get it essentially anywhere.

Reducing the amount of items one customer can buy is a way of combating this. Another way would include re-thinking pricing of products across all countries to make consumers more likely to buy within their own country.

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When Lego originally decided not to sell the Chinese artist Ai Weiwei bricks with which to make a political statement, it really thought it was doing the right thing.

Its ethical policy states that any artwork using Lego products should not "contain any political, religious, racist, obscene or defaming statements".

However, the Danish company was widely attacked by commentators and accused of not wishing to annoy the Chinese government, which Ai regularly criticises.

Lego has now relented and on Wednesday announced that it had changed its policy.

It will no longer ask customers what they want to use the bricks for, but requests that they make clear that the company does not support or endorse their projects, if exhibited in public.

But should a business be picky about whom it sells to?

'Strict restrictions'

The problem is that selling as much as you can to anyone and everyone can have unintended consequences.

Some customers can turn into your competitors.

LVMH, which owns luxury brands from Christian Dior clothing to Dom Perignon champagne, has had its Chinese business undermined by bulk sales ferried into the country by so-called "daigou" agents.

Taxes and currency differences make luxury goods far more expensive in China. Some analysts estimated that by mid-2015, Chinese prices were 60% higher than those in Europe.

The daigou agents, many of them students making extra cash to finance their overseas studies, buy up luxury products in bulk in Europe and Hong Kong and sell them on at home. It is sometimes known as parallel trading.

So LVMH started to watch its customers more closely.

Speaking on a conference call earlier last year, Jean-Jacques Guiony, chief financial officer at LVMH, said: "We've placed strict retail restrictions for the amount of products that people can buy.

"But, when you see someone in a store, you don't know whether they are buying handbags for themselves or to sell them on to the market in China. We are trying to make sure we are not competing with our own products in the China market, but our actions are not entirely bullet-proof."

Grey market

Other companies have found it easier to try to equalise prices. The fashion house Chanel raised its European prices by 20% and cut them in China, directly competing with the daigou agents and successfully eroding their profit margins.

This kind of grey market happens everywhere.

A supermarket might halve the price of a box of chocolates in a sale and sell them all to a single customer, only to see them turn up in the corner store down the road, undercutting their recommended retail price, a fortnight later.

That's not illegal, but there are ways to stop it - by restricting sales.

The British Retail Consortium's external affairs adviser, Bryan Johnston, says: "In the end, it is up to the individual store. It is in the gift of the retailer to decide on how much they want to sell to any one customer."

Many supermarkets imposed restrictions two years ago when the scandal over contaminated baby milk in China prompted overseas Chinese to buy up formula and import it into China.

However, these were more to do with trying to stop a run on the product at home than trying to stop any kind of parallel trading abroad.

But for some retailers more is, well, more.

Marks and Spencer spokeswoman Clare Wilkes says: "A few years ago, a woman came into one of our stores and bought up the every piece of cashmere we had. We had no objection to that - at all."

But the luxury goods industry on the whole is very choosey about whom it sells to.

The most famous example is Burberry, which by 2006, when Angela Ahrendts became chief executive, was growing just 2% a year in a booming luxury market.

It was selling everything from kilts to dog cover-ups and leashes - to everyone.

Ms Ahrendts wrote later in the Harvard Business Review: "In luxury, ubiquity will kill you - it means you're not really luxury anymore. And we were becoming ubiquitous."

Ms Ahrendts completely restructured the company, drastically reducing its product range, centralising production and design, making it more expensive and then, restricting the customer base.

She added: "We began to shift our marketing efforts from targeting everyone, everywhere, to focusing on the luxury customers of the future - millennials. We believed that these customers were being ignored by our competitors."

The restrictions it imposed were financial. The kilt and dog-leash buyers were simply priced out of the market. Many of the core Burberry products, such as the signature trench coat, now cost more than $1,000 (£700).

Brand consultant Rebecca Battman says: "There are unintended consequences of your brand becoming popular - the more widely seen it becomes, the more it will diminish the power of the brand among the people you really want to appeal to."

Ms Ahrendts' strategy worked. Within five years, Burberry's revenues and operating income had doubled and 2014-15 revenues rose 11%. Less had become more.

The BBC is not responsible for the content of external sites.

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Why some firms limit how much you can buy

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When Lego originally decided not to sell the Chinese artist Ai Weiwei bricks with which to make a political statement, it really thought it was doing the right thing. Its ethical policy states that any artwork using Lego products should not "contain any political, religious, racist, obscene or defaming statements".

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This is my check list, two weeks before hand in. I feel that it is relatively manageable. I have several things already ticked off and feel confident that the rest will slowly tick off too.
I still think the motion of highlighting and ticking things off is working for motivation and keeping organised.

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This sketch shows what I want the display tables to look like within the store. I noticed from Hermès' in-store VM that they use display cabinets which some include multiple layers. I wanted to take inspiration from this and create a display table with glass onto. The products would be sitting on orange fabric which you can see from all angles.

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To get an average pricing I looked into other luxury retailers wallpaper pricing. Gucci has their wallpaper as £365 which around the same price margin as Hermès' wallpaper.

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This article shows that a celebrity bought Hermès wallpaper for their dining room.
This indicates that the price per roll of a Hermès wallpaper costs $345. (Around £243).

For my windows I feel that 4-5 rolls is enough per window equalling in around 8-10 rolls in total.
This would come to £1944.

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'I can't help it!' Kaley Cuoco spends over $3,000 on horse patterned Hermes wallpaper for her dining area

She is believed to be worth $45million and earns $1million per episode of The Big Bang Theory.

So Kaley Cuoco couldn't resist splashing out on horse and jockey patterned wallpaper by Hermes for her dining area, even though it cost over $3,000, according to ET Online.

The 30-year-old shared a photo of the newly redecorated room to Instagram Thursday, captioning it: 'I know I know someone stop me! I can't help it, I love wallpaper.'

She added: 'If you can't pick a paint color, find some amazing wallpaper! Changes an entire room. #hermespolopaper #horses #kaleysobsessions @jeffandrewsdsgn.'

The polo paper decorating her walls features a black, white and yellow hued pattern of a horse and jockey.

ET Online reported that the Hermes wallpaper cost $345 per roll and that The Big Bang Theory actress needed 10 rolls to cover the walls in her dining room, which totals $3,450.

The dining area featured a shiny patent black round table with chairs, as well as a large white sculpture of a horse on the wall.

Her love for horses isn't just limited to home design. Last week, Kaley was awarded the 2015 Horsewoman Of The Year by the Humane Society for her work in raising awareness for horses.

The star shared a photo of her award to her Instagram, writing: 'Thank you to the @humanesociety for making me 2015's Horsewoman Of The Year!'

Adding: 'I will continue to raise awareness and do all I can to prevent horses from slaughter and abuse. Thank you so much!!!!'

Besides playing Penny on The Big Bang Theory, Kaley is also an avid equestrian and often shares photos from competitions.

Last week, the blonde beauty posted a photo after she won a competition with her horse, writing: '#Netty wasn't please with only one win, so she decided to own the classic as well.'

Kaley added: 'Winner winner 1.35 AO jumper classic! Thank you team #fieldstone @twgoldberg @zoepacyna @peteyleo (yes I might have cried a little) #dreamhorse #thankyounetty,'

The home makeover, spearheaded by Interior Designer Jeff Andrews, also included a new animal themed table.

She shared a pictured of her new black and white hued talon table with a white animal sculpture on top.

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Kaley Cuoco spends over $3,000 on Hermes wallpaper for her dining room

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She is believed to be worth $45million and earns $1million per episode of The Big Bang Theory. So Kaley Cuoco couldn't resist splashing out on horse and jockey patterned wallpaper by Hermes for her dining area, even though it cost over $3,000, according to ET Online.

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Hermès turnover for 2019 was 6,883 million euros and for 2020 was 6,389 million euros. This means that budgets within the company must be substantial which would relate to why Hermès always has exceptional windows.
For my windows I have decided that 50,000 for both windows will be a substantial budget that will fit to within Hermès' annual revenue. This will allow me to source high quality props.

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This retailer is where I gained information about different digital screens on offer and at what prices they start at.

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Covid-19 Update. With stringent health and safety measures in place, we remain fully operational and open for business as usual.

A huge range of digital advertising screens to suit almost any requirement.

Our selection of digital screens feature some of the latest tehnology in the industry including incredible 4K high definition displays, impressive video walls and super high brightness displays which make viewing screens even in the brightest sunlight easy.

Our digital advertising displays are extremely popular in retail settings to advertise and promote brands.

Digital advertising screens and touch screen technology can also be incorporated into retail displays for eyecatching promotions.

Luminati will work with you to design and manufacture custom made displays which include multimedia screens and digital branding.

Please do not hesitate to contact us today to discuss your brief requirements and we will be happy to work with you to achieve digital display stands for your brand.

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I have researched into different types of digital screens that I can include into my window. These two designs are along the same path of which I want to include so they provide a rough pricing.
Digital screens range from £2000 - £3000.

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Due to Hermès having a strong relationship with Apple, they would be in partnership with them to supply iPads around store where you are able to learn about brand history and browse the products within store.

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Whilst doing this design, I wasn't happy with the images. I think it looked out of place the bags being placed on their side and should stick to them being front facing. Having them front facing will fit to the overall aesthetics of the POS.

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I wanted to bring tone of voice through the signage that would be displayed outside the store in regards to social distancing guidelines. A lot of social distancing signage is more informative than having humour however I feel people need to be reminded in an uplifting manner rather than being reminded of unhopeful memories.
I wanted to make it visual seeing as consumers prefer looking at something visual than paragraphs of text.

The signage in store that will be positioned next to iPads remains to their tone of voice being informative and direct. I wanted there to be minimal text so it would be easy to read for the customer.

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I realised once completing my first draft of the table planogram that there was no rug which looking at now, really makes a difference. I feel it ties in the whole aesthetics of the store.

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I am happy with how this has come out. It looks just how I visioned and is cohesive with the rest of the planograms. I decided to have 5 products so it looks pleasing to the eye and means larger products can be placed at the back. The orange ties in all 3 planograms and makes the products visually stand out.

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I am happy with how this has turned out. The orange behind adds colour and draws the eye of customers. Due to the clothing being neutral it doesn't take away or clash with any prints.
The addition of the rug makes it cohesive around store.

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I noticed from doing my clothing planogram that this bag wall was lacking colour. I decided to try and put orange behind one section of the wall to lift the overall aesthetics. I think this makes it tie in with the rest of the planograms and makes it pleasing to look at.

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There is tone of voice throughout the signage making it personalised. It still remains visual making it quick and easy for customers to understand.
They have signage around store thanking customers for their co-operation making customers feel they are being appreciated by Selfridges, that they value them.

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The main ethnic group that visits Bicester Village is White consumers.

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Education and qualifications within people who visit Bicester Village, 104 have degrees or professional qualifications.

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This pie chart shows the relationship status of people who shop within Bicester Village. 102 are single and 89 are married which shows they are either pre-family or family stage of their life.

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This graph shows the average age range of people who visit Bicester Village. The majority fall between 30-44 followed by 45-59. This is the same target audience that lives within Westminster where Hermès' flagship store is based meaning the same people will shop in London as they do in Bicester Village.

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This pie chart shows the social grade of the people that visit and shop at Bicester Village.
40 are AB and 40 are C1 which shows the majority of people have a higher disposable income.

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This pie chart shows the ethnic groups within Westminster. 89% are white,12% are mixed, 10% are Chinese and 25% are other ethnicities.
This shows a range of ethnicities within Westminster.

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This pie chart shows the education and qualifications of people that live within Westminster.
77% of people have a degree or professional qualification followed by 17% have a HNC, HND or 2 or more A-Levels. This shows people within this area are well educated and

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The pie chart shows that 61% of people within Westminster are single and 43% are married. This means their life stage is either pre family or family.

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This graph shows the age range of people within Westminster. The majority is between 30-44 and the next between 45-59. This shows that the majority are late Millennials and Gen X which is the target consumer for Hermès.

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This graph shows the social grade for the area. The majority are grade AB which is higher and intermediate managerial, administrative or professional positions. The other majority is C1 which is supervisory, clerical and junior managerial/administrative/professional positions.
This shows that people within these socials grades will also have a higher disposable income due to the job portion they are in.

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Hermès stores in London are located within New Bond Street and within Harrods.
This is within the area of Westminster.

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Below are the details of the closest services to Westminster. All distances are straightline distances, please consult the map of the facility to check the exact location. You can also view these details on our interactive services map for W1S 1EP.

Nearest Railway Stations

Listed here are the 20 closest railway stations to New Bond Street, Westminster, London, W1S 1EP. The nearest railway station is London Charing Cross, approximately 1 mile away.

Nearest Tube/DLR Stations

Listed here are the 20 closest Tube and Docklands Light Railway stations to New Bond Street, Westminster, London, W1S 1EP. The nearest Tube station is Bond Street, approximately 390 yards away.

Nearest Primary Schools

Listed here are the 10 closest primary schools to New Bond Street, Westminster, London, W1S 1EP. The nearest is St George's Hanover Square CofE Primary School, approximately 610 yards away.

Nearest Secondary Schools

Listed here are the 10 closest secondary schools to New Bond Street, Westminster, London, W1S 1EP. The nearest is Fashion Retail Academy, approximately 0.6 miles away.

Nearest Doctor's Surgeries/GP Practices

Listed here are the 10 closest GPs (General Practitioners) to New Bond Street, Westminster, London, W1S 1EP. The nearest is The Mayfair Medical Centre, approximately 390 yards away. Please consult the NHS Choices website to check if the facility is currently accepting new NHS patients.

Nearest Dentists

Listed here are the 10 closest dentists to New Bond Street, Westminster, London, W1S 1EP. The nearest is Nigel Meyer & Associates Dental Practice, approximately 200 yards away. Please consult the NHS Choices website to check if the facility is currently accepting new NHS patients.

Nearest Hospitals

Listed here are the 10 closest hospitals to New Bond Street, Westminster, London, W1S 1EP. The nearest is No25 Harley St Phoenix Hospital Group, approximately 530 yards away.

Nearest Opticians

Listed here are the 10 closest opticians to New Bond Street, Westminster, London, W1S 1EP. The nearest is Boots-London - Sedley Place, approximately 300 yards away.
* Distances are measured in a straight line from the given postcode. Please consult the facility's map page or your preferred route finding/GPS app for driving directions.

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cities of london and westminster constituency

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Interesting Information for New Bond Street, Westminster, London, W1S 1EP Postcode

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Below are the details of the closest services to Westminster. All distances are straightline distances, please consult the map of the facility to check the exact location. You can also view these details on our interactive services map for W1S 1EP. Listed here are the 20 closest railway stations to New Bond Street, Westminster, London, W1S 1EP.

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INP Business Plan - Abigail Taylor Final

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Reusing of past Hermès windows/packaging 

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Reusing of past Hermès windows/packaging 

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Orange packaging
I will be using Hermès' packaging within one of my windows to bring back excitement and nostalgia to knowing and receiving the desired packaging.
Due to my concept being about resale, this is also a sustainable prop within the window. Once the pop-up shop has closed, the packaging can be taken out and reused.

Within the window I will also be using a past Hermès store concept horse prop. This represents the brands heritage whilst also fitting to my concept whilst being sustainable.

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* Each pop-up event will be amplified by dedicated digital content.
* “We are therefore looking at Gucci Pin as a new map for new territories, combining an immersive digital activation to further enhance the physical experience”
* Each wave of Gucci Pin shops will go deep on one idea. The first spate is all about gifts, timed to the holiday season. The second, opening in early 2020, will celebrate the Chinese New Year and the Year of the Mouse. Later in the year, there will be a “psychedelic” theme, with products designed to reflect the dreamy concept.

This pop up has digital concepts to enhance the overall experience. Merging online to in-store.

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With themes like “Year of the Mouse” and “psychedelic,” temporary “Gucci Pin” outposts are meant to feed growing demand for constant newness.

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* On the outside, the boutique cleverly utilises materials including glass to allow passersby a peek into the lush interiors.
* Inside, expect to find seven different rooms, each one filtering off the main entrance and dedicated to a specific aspect of Hermès' heritage: accessories, watches, fashion and fragrance.
*  The décor also changes from room to room.

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#HermesMOE

Twelve years after making its debut in Dubai, Hermès has increased its luxury presence in the emirate with a third store. Here's a sneak peek inside...

It's now open! French luxury label Hermès has opened a third boutique in Dubai, this time at the iconic Mall of the Emirates. Designed by famed Parisian firm RDAI, the new store is a combination of sleek contemporary design with traditional cues of the maison.

On the outside, the boutique cleverly utilises materials including glass to allow passersby a peek into the lush interiors while at the same time afford privacy to the customers inside. Before even entering the store, customers will be greeted by two large window displays where French art duo Zim & Zou have been commissioned to a unique world of paper flora called Folks Forest. To reflect the artisanship of the stunning Hermès merchandise, each piece of the art installation was also individually crafted by hand.

Inside, expect to find seven different rooms, each one filtering off the main entrance and dedicated to a specific aspect of Hermès' heritage: accessories, watches, fashion and fragrance. Just as each room presents its own unique offerings, the décor also changes from room to room, from the chestnut coloured wool carpet of the jewellery room, to the smoky silk curtains in the women's area, to the grey leather chairs in the men's department.

Go inside the Hermès boutique now...

Then, discover the new words in Hermès' fashion vocabulary.

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new hermès boutique at mall of the emirates

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Now open: New Hermès boutique at Mall of the Emirates

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HermesMOE Twelve years after making its debut in Dubai, Hermès has increased its luxury presence in the emirate with a third store. Here's a sneak peek inside... It's now open! French luxury label Hermès has opened a third boutique in Dubai, this time at the iconic Mall of the Emirates.

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As I was designing this planogram, I realised that I didn't want 3 rows of shelves like my sketch. I took off the bottom row and kept it at 2 rows of shelves.
I stuck to a theme of Birkin bags along the top row next to an iPad where customers can look at the history of any of the products in store/specifically the ones on this wall.
The bottom row has all the shelves filled with other vintage Hermès bags.

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This list is for the penultimate week before hand in. I done this check list at the start of the week so I know exactly what needs to completed so I leave myself enough time the following week to complete little tweaks that may need doing. I don't want to leave big tasks to the last days of my project as that will make me feel rushed and stressed.

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Continuation of my to do list. The following week I had several more things to tick off and complete. I stuck to my method of highlighting items nearer the end of the week that still needed completing. This highlights to the eye important tasks.
This also includes a list onto the following week.
I like to also put if I have started a task next to it so I know that it is a work in progress. On the other hand this my not be an effective way due to then having half finished tasks instead of working on one and moving onto another once finished.

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This sketch is of a clothing wall bay. I noticed that Hermès tend to display their clothes on small rails either freestanding or within the wall. I had the idea of painting the space behind the clothing orange to stick to Hermès branding and bring colour to the store. This would tie in with the bright colours of the windows.

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From looking at Hermès' in-store VM, I noticed they used a lot of wood fixtures and wall fittings. I wanted the Hermès Archives to stay on brand and therefore wanted to keep the wood tones throughout the store.
The first sketch is of a bag wall bay. I liked the idea of having a wooden wall fixture with shelving to display them. I wanted there to be some spacing between the bags so the wall didn't look too cluttered. I also thought about placing iPads within the empty squares to display information about the items on the wall to add interest whilst being informative.

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Pop-up within Harrods dedicated to Hermès women's collection. It celebrates the "depth and richness" of Hermès women's collections.
Inspired by round and organic forms.
It is pink within the inside, giving off a feminine spirit.

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Hermès has opened an entirely new space inside London's Harrods, dedicated exclusively to women's product. The store celebrates the "depth and richness" of its female-focused collections".

"Located on the first floor and inspired by the rounded and organic forms of the listed windows that decorate the façade," it's the brand's third addition to the luxury department store, where it has been present since 1991. It was designed by Parisian architecture agency RDAI.

The company said the space "feels like a home, an expanded dressing room with a warm and feminine spirit. An ideal backdrop to peruse all the métiers of the women's universe, including ready-to-wear, shoes, accessories and jewellery collections as well the new Hermès Beauty métier".

London - which is usually a tourist magnet - is a key market for the brand as the multiple spaces it occupies in Harrods demonstrate. It also has its own standalone stores on luxury thoroughfares Bond Street and Sloane Street, as well as within the Royal Exchange and at London's Selfridges. The new opening shows that Hermès clearly expects tourists to return in strength to the city at some point.

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Hermès opens third store in London's Harrods

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Hermès has opened an entirely new space inside London's Harrods, dedicated exclusively to women's product. The store celebrates the "depth and richness" of its female-focused collections". "Located on the first floor and inspired by the rounded and organic forms of the listed windows that decorate the façade," it's the brand's third addition to the luxury department store, where it has been present since 1991.

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The State Of Luxury Retail Today - Edited Report

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The State Of Luxury Retail Today - Edited Report

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This shows a graph of google searches around the world for second hand luxury. It shows consumers are thinking more about their shopping choices which in the future, luxury retail needs to cater for.

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The State Of Luxury Retail Today - Edited Report

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The State Of Luxury Retail Today - Edited Report

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Second hand/pre-loved clothing has been a top trend over the past couple of years due to it being more sustainable.
There has been a demand to see more luxury retailers becoming more sustainable and thinking about how they can be in the future.
My idea of Hermès Archives proves that there is a demand for this in the market and with Hermès not having a physical outlet store of their own makes it a good opportunity to increase the brands awareness to sustainability.

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The State Of Luxury Retail Today - Edited Report

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The State Of Luxury Retail Today - Edited Report

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Bag pricing across the UK and US has increased over the past year.

There has been a reduction in bags within the price range of 500 - 1,500 and an increase within the price range of 2,000 - 3,500.
On the other hand, there is to be expected a 4% rise in sales in 2021 due to vaccines and people wanting to spend their disposable income they have managed to save within the lockdown.

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The State Of Luxury Retail Today - Edited Report

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The State Of Luxury Retail Today - Edited Report

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Due to covid, luxury retails had no choice but to up their omni-channel strategies in order for their presence to remain strong. Expanding their e-commerce strategies as brick and mortar was temporarily shut due to the pandemic.
Top luxury retailers online were Cartier, Louis Vuitton, Tom Ford, Dior and Fendi. These are top competitors and which Hermès need to keep innovating in order to stay above them.

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The State Of Luxury Retail Today - Edited Report

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The State Of Luxury Retail Today - Edited Report

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Key points from this article were saying that
* Streetwear is becoming increasingly popular and there is no signs of it stopping. Hoodies and trainers having the most increase in sales.
* Prices have risen significantly on luxury items over the past year to try and get back sales they lost from the previous year.

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Facebook is another social platform that is used by the target customer. I wanted the overall images to link however didn't want to post the same photo on every platform.
I noticed from analysing their social media platforms that Hermès tend to stick to formal descriptions when using Facebook. Instagram is where they tend to use clever captions.

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Looking through in store images of Hermès, there does not seem to be much POS around store. This could be because they are a premium luxury retailer, they rely on the service of their staff to provide all information to their customers and not rely on signage to do so.
Due to the Hermès Archives opening in a world post Covid19, most retailers have social distancing guidelines and signage around the store to inform customers and make them more mindful of the measures in place.
If Hermès were to use POS, I would image it would link closely to aesthetics of their website and emails with these of colour and tone of voice.

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For this design, I was trying to play with what products I could have up close shots ofd. Hermès is well known for their silk scarves so would be fitting to the brand.
Although this is a nice image, I think the colours throughout are light and soft meaning it might not stand out amongst the rest.

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From doing the second design I knew that I preferred showcasing the vintage pieces that will be within the store as it adds another sneak peak to the opening.
Snippets of a product is something Hermès does and I think its effective in gaining interest without giving away what the whole product looks like.
I have kept with the same title "Start your journey".

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Due to my problems within the first design, I decided to try and involve more of the products that would be within the store and showcase them through socials.
I like this upclose shot as it shows details whilst still being recognisably Hermès.
I have kept the caption "Start your journey" consistent throughout emails, the website homepage and the socials.