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Prada started in 1913, by Mario Prada. They opened an exclusive store in Milan which sold handbags, jewellery and other luxury goods.

In 1919 they became an official supplier to the Italian royal family, hence why they have the House of Savoy coat of arms in their original logo.

1983, they opened their second store also in Milan, in one of Europe’s key shopping destinations.

Prada’s primary target market are men and women aged 18-34, however, a wide variety of ages are interested in the brand.

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Prada is a brand commited to reducing it's environmental impact both within the organisation by raising staff awareness and helping to fight climate change and protect bio diversity and marine environments. When visiting Selfridges Prada are-Nylon is promoted throughout shop windows, as part of Selfridges Project Earth Scheme

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Positives and negatives of globalisation in the fashion industry 

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Positives and negatives of globalisation in the fashion industry 

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Positives

Increased national trade

Companies operating in more than one country

Employment created for LEDC

MEDC’s can buy cheap materials from LEDC’s

Negatives

It doesn’t help to close the gap between the richest and poorest

Wealth is not distributed fairly amongst each country

Low pay in LEDCs

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Asos brand colusion, which is a gender fluid range

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A brand which personalises mannequins for companies

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M&S launch the highstreets first disability range for children

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A versatile piece which could be styled muliple ways by men and women

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Fashion allows people to express their gender however it is still more accepting for women to wear 'mens clothes' rather than men wearing 'womens clothes'

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The study of signs and symbols and their use of interpretation.

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Semiotics are used in advertising to construct the face of the company and give off a message to the audience.

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I created a questionnaire on my garment of silk scarf, to create primary research for my essay

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Closed-back= These are like a room where you can add a scheme to the back wall and create a scenario, but you cant see into the store.
Open back= Can see through into the store and hang fixtures.
Combination= You can see through slightly and use digi screens to cover parts. Combination windows are easy access to get in and out of. When using combination windows you have to ensure everything you can see in the store is as engaging as the window.

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Rule of three- people are more visually engaged when they see three items together. With three manneqins you can reinforce trends through three different outfits.
Triangular formation- This targets the item in the centre and uses height, with the middle mannequin being the tallest
Repetition- this cretes order, and mannequin armies can be really good for showing trends, as long as all the mannequins flow.
Mannequin armies are used to show styling and show products.
A brand which does this is Uniqlo, as their clothing is mainly on shelves.

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This can be done through atmospherics, sensual environments and visual effects.
Atmospherics= music, lighting and planting.
Lighting= Highlights key products and creates drama
Planting=Adds a relaxing and modern atmosphere
Visual efects= Lightboxes, digital screens, props, movement
Messaging= Tone of voice, campaign titles, promotions, information

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Eral 55
-Wants to create emotion through the atmospherics
-Lighting makes windows stand out and change the scenario
-Dynamic lights were seen to attract more people compared to the static lights
-Increase in people entering the store and stopping at the windows

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-Good signage is what attracts the customer and is informative as to why they should purchase.
-It needs to be placed where it can be clearly seen
-Details need to be included in what is being promoted, if it is a sale it needs to say how long it is for,etc.
-Bad signage can lose customers, or not engage them in the first place, if there is too much information it can confuse customers and put them off
-Signage needs to be kept up to date, this keeps customer loyalty

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VM's should make sure the public space is kept clear and hazard free.
Hazards in the retail environment:
-Wet floors
-Stock on the floor
-Ladders
-Sharp corners
-Balconies (little children)
-Displays could collapse
-Push/pulling rails
-Doors - heavy/revolving/automatic
-Cant block fire doors
-PPE- specific shoes/jackets/helmets

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We visited  the Adidas flagship to look at technology developing in the industry. By adding interactive elements to stores, it makes it an experience and entertains people, keeping them interested in shopping

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Selfridges are known to create an experience when shopping, and when looking around we can see this in the men’s section, where this is a skate ramp

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Shops such as Zara have labels which you can scan to direct you to their website, Zara also have self checkout tills.

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From research, it is clear that the garment i have chose is a timeless piece which wil always be popular, and at the moment, is a very on trend piece.

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This is a way to make shopping personal, using Bluetooth, customers can be tracked in store and it helps to make the shopping experience more tailored for them

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Multi channel involves selling to customers through a range of channels, stores, email, online, ecommerce platforms,etc.
Omni channel is an expansion of this, to make sure customers have an enjoyable shopping experience.

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Gender in fashion over the last 10 years

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Gender in fashion over the last 10 years

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Women often wear more men’s clothes

Fashion lines have started doing gender fluid lines, e.g ASOS Collusion

People have become more accepting of what others wear

In everyday life, still more normal to see women wear means clothing over the other way

Runways and catwalks show more range, men wearing frills, skirts, etc

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Karl Lagerfeld directed this fashion show, campaigning feminism. Activism is a huge part of trends, people support brands more who have positive messages.

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Some feminists are critical of the fashion and beauty industry, due to the ‘ ideal ‘ image of women that had been created, however feminists don’t want to be seen for that or match that. A lot of the fashion industry is also still run by men

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Some people hated disco because of what was associated with it - the gay culture and emphasis on style of dress and personal appearance.
Social Dance - evolved from private dance parties held in the underground gay community of New York

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A programme which aired from 1971-2006
Elton John and David Bowie were two of the first white people to appear on the show in 1975

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Owner of 'The Loft', one of the first disco clubs in New York where everyone was welcome, especially gay, African - American, and Latino people, who wouldnt be let into other places. Although some say disco has 'died', it has had a big effect on music today and night club scenes, which have rooted from the disco era.

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Staples of disco fashion included platform shoes and bell bottoms/flares. 70s fashion has also come back around in recent years
https://vintagedancer.com/vintage/70s-disco-fashion/

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https://storymaps.arcgis.com/stories/ea748ea22b7f4459bd07d64ce3d5487c

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Prada are known for their great quality, luxury products.
Prada’s primary target market are men and women aged 18-34, however, a wide variety of ages are interested in the brand.

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From visiting the Lululemon store on Regent Street, it is clear they want customers to feel welcome and catered to, which they also replicate online. On both floors of this flagship store, there were sinks with tap water, which although were not accessible due to COVID-19, show that they care for their customers, which helps tp build customer loyalty.
Upstairs there were also seats which suggest that at Lululemon, they want you to enjoy your experience in store, and spend a lot of time there. Located upstairs there was also 'the suite', which is a seperate room to the shop where customers can book an appointment and have a personal shopper experience.
The store made great use of the space without it looking overcrowded. They used shelving to also display a lot of their products, such as accessories. There was a modern feel to the shop, with white walls and metal and wooden framing for shelves, etc. Throughout the displays, there was lots of planting which is very common in shops currently, and gives the clothes and store a lifestyle feel. This works well for Lululemon as they are an athleisure brand.

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Values- modern, elegant,eccentric, funky.

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The scheme for this window is a picnic setting for SpringSummer 2021

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The message for the window is to show people enjoying time together, and having freedom, after the current pandemic... this will bring hope to the shoppers.

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What is the key product that needs to be displayed?

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What is the key product that needs to be displayed?

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Mainly their nylon bags. However there will also be other accessories shown, such as the Prada straw hat and bag

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How will it tell a story that resonates with the customer?

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How will it tell a story that resonates with the customer?

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The window will resonate with the customer as the picnic setting is a typical setting which anyone can do.

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How is it relevant for your specific time period in the retail calendar?

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How is it relevant for your specific time period in the retail calendar?

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It is a relevant scheme for SS21, as it is a picnic, and has spring colours, such as pastels and greenery.

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From visiting regent street it is clear that they aim to target tourists , and higher class people. This can be seen through the window designs where a lot of money has been spent, and the high end shops, such as Canada Goose and Coach. The shops were all following the current season, with lots of christmas displays being shown, which shows how stores want to keep up to date with what is going on, to interest customers more. However, we did notice Guess, which stood out from the other shops, but because it wasnt following the christmas theme that all the other stores were following. Instead it had a spring/summer feel to its window display.

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Box park consisted of lots of small shops, using old cargo containers. Compared to regent street the shops had a much different feel. This is because from the outside all the shops have to follow the same look, of a black frame and white title. However, once inside the shops, no one was the same and you could see each shops brand personality; which is a main factor for pop up stores.

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Coals Drop Yard is all old architecture

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-Lululemon have had multiple controversial moments

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- Covid-19 has had a huge economical impact on businesses, as many places have had to furlough their workers and many people have been made redundant, leaving them with less disposable income.
-Brexit, which is happening on 31st January, will have an effect on shops who ship from the EU.

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-Yoga has become a huge trend and very popular in recent years. This helps Lululemon as they are mainly known for their yoga clothing

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-Lululemon use technology to design the best products
-Lululemon own Mirror, which is a mirror that you can have at home to do workouts with. They bought Mirror for $500 million.

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-There is problems with factories Lululemon use, as workers have claimed they have been abused in the workplace.

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-Lululemon aren't as sustainable as they make out, which would make people question the brand and their morals
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-Lululemon have copyrighted many words including names of the fabrics, so that other companies cant use them, this helps with making their brand different