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I also had to find the prices for carousel horses and the poles they would be hanging from. i found a Carousel horse for £200 on eBay and would need to purchase 4 of them. This worked for my costing sheet as it was not over my budget and meant that i would just need to consider the amount of paint so that it would be designed specifically to how I would want it.

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When looking for carousels online, they were all over budget. so I have estimated the price by researching how much materials will be and just calculating how much I would need.

I have chosen MDF board as a material as there are different thickness you can purchase of the material, also it would be painted too, this meant I had to put more paint in to my costing sheet.

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Carlotta Browne (@carlotta_vm) • Instagram photos and videos

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1. LOVE IS ALL AROUND
DJ BOBO

2. LOVE IS ALL AROUND
THE TROGGS

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DECLARATION FORM.

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Intro | Mysite (wixsite.com)

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1.Window Display | Autumn Windows of Hermès Maison in Shanghai 2019 - YouTube. 2021. .

2.A Legendary History | LOUIS VUITTON. 2021. .

3. Louis Vuitton’s Competitors, Revenue, Number of Employees, Funding, Acquisitions & News - Owler Company Profile. 2021. .

4.Peter Marino channels happiness inside Louis Vuitton New Bond Street (dezeen.com). 2021. .

5.https://www.wgsn.com/fashion/article/89745. 2021. .

6. Research-Methodology. 2021. Louis Vuitton SWOT Analysis - Research-Methodology. [online] Available at: <https://research-methodology.net/louis-vuitton-swot-analysis/> [Accessed 10 March 2021].

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COSTINGS.

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PLANOGRAM IDEAS.

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WINDOW CONCEPT IDEAS.

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STYLING.

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LOUIS VUITTON TONE OF VOICE.

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WINDOW FORMATION.

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TREND IDEAS.

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-PRIMARY-
Poll towards campaign shots on mobile app.

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-PRIMARY-
FEEDBACK FROM PROP STUDIOS

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I had to find out how much it would cost me to have a carousel made for my window.

So I emailed a couple of companies that may be able to give me an estimate to help with my costings.

Findings are below, from prop company
‘prop studios’

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BUDGET - £2000
1. PAINTS
2.VNNYL STICKERS
3.CAROUSEL
4.WIGS FOR MANNEQUINS

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-CUSTOMER PROFILING + MARKET SEGMENTATION-

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-CUSTOMER PROFILING + MARKET SEGMENTATION-

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MENS

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WOMENS

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Market segmenting is the process of dividing a market into groups with shared needs and characteristics. Markets consist of many segments. Retailers can differentiate their product offer and services to suit one segment or multiple segments.

DIFFERENT GROUPS:
1. DEMOGRAPHIC
2.PHYSCOGRAPHIC
3.GEOGRAPHIC
4.USAGE & BENEFIT VARIABLES

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Why do we use customer profiles in retail?
Customer profiles are designed to help us understand who our ideal customers are. By doing so,  we can craft marketing messages that address their challenges and needs, and attract them to our businesses.

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Carlotta Browne | LinkedIn

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Having never been into a Louis Vuitton store, I found that this part of the project I had to focus more of my attention to, to make sure I get it right.

In this article I read that Louis Vuitton has changed from their old ways of deep wood tones to match the iconic monogram print and more lighter softer textures in stores to make the space look bigger and minimal.

minimal is definitely  a trend circulating around retail, as I think it leaves more focus on the products.

The article also said that the use of art work on walls was used throughout Louis Vuitton stores, so when creating my floor fixture I shall bare this in mind.

Peter Marino channels happiness inside Louis Vuitton New Bond Street (dezeen.com)

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I made sure that 'Love is all around' is on every touchpoint of this project.

So I included it on the mobile mock up around the campaign shots.
I thought this would follow up with the idea like on the window of the text going around just like love is.

I found that a lot of luxury brand like Louis Vuitton use text to make it more personal to their customers. So i added a little message at the bottom of the campaign shot, to mimic a 'love letter' you would receive on valentines day.

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When looking at the Louis Vuitton app, with each of their collection they had a campaign shoot for it and used the imagery throughout.

I wanted to do this with my mobile app, but seen as both my menswear and womenswear collections are different it was very difficult to get it too look like they were matching.

So I used google/Pinterest to find any images of people in love, so I could really bring back the whole concept of love to it.

IMAGERY 1
I really liked this image as i felt i captured the idea of love and happiness, it also had the pink background that matches the concept colours.

I used my reflective blog to ask if they felt it may look more like a lingerie campaign opposed to a clothing line

The feedback I received was that they liked this campaign shoot so i stuck with it. I still think it may look a bit soft, compared to the bold colours of the concept but i think the initial idea is there.

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Louis Vuitton at the moment have a page on their app where their customers can find 'characters' created by Virgil Abloh by getting their cameras out and 'hunting for them'.
So they use incentives for their customers on their app as well as instore. This will be something to consider when creating my version.

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The goal is to create a

consistent brand experience

for your customers across all of your brand touchpoints. It

then helps to drive:

•Increased awareness

•Customer engagement

•Consistent messaging – becoming a long term memory

•An impactful campaign or message.

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After downloading the Louis Vuitton app, I discovered that the layout was minimal and clean. So I wanted to make sure I re created that look with my mobile mock up.

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-PLANOGRAM-

A planogram details how the merchandising and layout of a store is planned out. The planogram forms as a schematic or diagram for merchandising teams to follow and is generally included as part of a wider brief - or Visual Merchandising directive.

-SIGNAGE-

Taking the form of graphics, icons, photos and text, signage is the visual communicator in a store. Signage covers directions to Point of Sale areas, changing rooms, special offers and are carefully crafted around directing the customer journey to achieve maximum efficiency - as well as return on investment.

-FOCAL POINT-

A focal point is a hotspot that acts as the centrepiece of a merchandising design in combination with styled mannequins or displays, props or signage. These focal points tend to be placed in key sightlines, for example entrances to store departments and are mostly evident in window displays.

-SIGHTLINE-

A sightline refers to an unobstructed view a customer's eyes has between their position and the positioning of a display. Placing displays in key sightlines - for instance after walking inside a department store - is crucial in Visual Merchandising in order to draw shoppers to follow certain pathways and to maximize sales turnover of a store.

-MANNEQUIN-

Mannequins are intended to show off a product in a more kinetic, human context. They can range from being simple, upright store mannequins to custom-built ones designed around a specific purpose - for example a sports retailer may utilize mannequins that look as if they are poised to run, whereas a high-end fashion boutique may instead make use of mannequins in elegant poses to dress their clothes in.

-PROPS-

Props fall under any non-saleable objects in store that are used to convey a certain theme, style or ambience. They are used to heighten the aesthetic of a store and are commonly placed in Visual Merchandising displays - like storefront windows and store back-walls. Consider things like photo frames, artwork, and almost any object put to good creative use.

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1. HERMES
Hermes is Louis Vuitton 1st competitors being as they are another leading luxury French brand.
2. GUCCI
Another leading competitor is Gucci, with the same values of luxury and approach to customers.
3.PRADA
Prada also coming in as one of Luis Vuitton's competitors, again with their high fashion and luxury fabrics.

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"When he was only sixteen years old, Louis Vuitton made a decision that would not only change his own life but the lives of his sons and future generations: he would become a trunk-master.

Louis Vuitton’s heritage as a trunk maker preceded even the founding of the company.

It was in 1837 that a 16-year-old Louis Vuitton arrived in Paris by foot and started apprenticing for Monsieur Maréchal. At the time, horse-drawn carriages, boats and trains were the main modes of transportation, and baggage was handled roughly. Travellers called upon craftsmen to pack and protect their individual objects.

Louis Vuitton quickly became a valued craftsman at the Parisian atelier of Monsieur Maréchal. These were the roots of his highly specialised trade; the beginnings of his career in an artisanal industry that called upon skills to custom design boxes and, later, trunks according to clients’ wishes. Louis Vuitton stayed for 17 years before opening his own workshop at 4 Rue Neuve-des-Capucines near the Place Vendome."

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(NO STORE VISIT PHOTOS)

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-KEY THINGS TO CONSIDER WHEN TELLING A STORY THROUGH VM-

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-KEY THINGS TO CONSIDER WHEN TELLING A STORY THROUGH VM-

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1. There must always be a message that can resonate with your customers.
2. The window should be directed
3. The intricacy of a design usually depends on the budget, story, product and brand identity.

These rules apply to all brick and mortar retailers whether they are value or luxury.

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From this video i have been able to collect some information in how to make my window tell a story.

The use of the split windows make them look like comic strips, which enables them to tell more than one story.

I like this idea as your able to see more than just a window display. as the public would walk by this Hermes window they would be able to see a story unfold.

I could see this story telling in Louis Vuitton, I would like my window to do this with attention to detail. I think I will be able to do this by making sure the concept of my window is clear, this will make a story in the customers head.

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HERMES WINDOWS
Window Display | Autumn Windows of Hermès Maison in Shanghai 2019 - YouTube
HISTORY OF LV
A Legendary History | LOUIS VUITTON
LV COMPETITORS
Louis Vuitton’s Competitors, Revenue, Number of Employees, Funding, Acquisitions & News - Owler Company Profile
LV INSOTRE DESIGN
Peter Marino channels happiness inside Louis Vuitton New Bond Street (dezeen.com)
KEY TRENDS 2021 WGSN
5 Key Trends for 2021 & Beyond: Fashion - WGSN Fashion

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MENSWEAR.
When it came to creating the collection for my project, menswear was much harder. as the collection I chose for womenswear was not included in the men's section of Louis Vuitton. therefor I had to build my collection from different previous collections.

To me I found that it made the collection look a bit odd as it didn't all match in terms of patterns like it did in womenswear. however, I used the spring/summer collection 2021 which included lots of bright colours of pinks, blues and yellows but focused mainly on pinks and reds that i could find.

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WOMENSWEAR.

LOUIS VUITTON GAME ON COLLECTION.
This collection was inspired by a deck of cards, it incorporates the iconic monogram with added in details of hearts and aces like you would find on cards.
This worked out well for me as the collection is inspired by valentines day and the use of hearts can reflect this. the colours are also vibrant reds, pinks and whites which is what my idea was.
I was reall
Louis Vuitton presents the Game On collection – The Glass Magazine

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After choosing Valentines day, I wanted to make sure my collection for both menswear and womenswear matched each other nicely.

At the time of starting the project Valentines Day was approaching so luckily Louis Vuitton was offering Valentines day collection; however, it was only fragrances so it meant i had to look through previous collections to build my own.

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The initial idea is to include men's and womens wear. The colours will be mostly be pinks/reds/whites/oranges to reflect the idea of valentines day and keep the theme running throughout the project.

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Looking at previous Louis Vuitton windows, i wanted to get a feel/ understanding of what type of mannequins reflect the brand.

It looks like they determine their style of mannequin to the concept of the window. some where all one block colours and others show a pattern that runs throughout the concept.

i could take this information on board and have a think as to if my window should have mannequins that 'blend' in with the window or just keep them classic.

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"LOVE IS ALL AROUND"
the messaging in my window will reflect on the idea that love is not just in a relationship it is everything.

Taking inspiration from the film 'love actually' where it shows love between friends and families not just couples.

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VALENTINES DAY WINDOWS|

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VALENTINES DAY WIDNOWS|

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VALENTINES DAY WINDOWS|

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VALENTINES DAY.

REASON|
I have decided with choosing the theme of valentines day as I think there is a fun concept and idea that can be put around it.
I think it can be an opportunity to become personal with LV customers and celebrate a day all about LOVE.

THINGS TO CONSIDER|
LGBTQ
COLOUR SCHEMES
GETTING THE MESSAGE ACROSS
LESS IS MORE!

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Theme | the overarching idea/moment in the retail calendar

Scheme | developing the idea into a story than can run through many windows. The scheme usually incorporates colour, props, photography and signage.

A brand’s scheme is what makes them unique during key points on the retail calendar.

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•Understand how retailers design a creative look using themes and schemes in stores and windows

•Learn how to communicate a specific brand message to the relevant customer

•

•Choose your product and select your theme/schemes

•

•Understand the use of mannequins, props and formations in window design

•

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•This is the experiential of my pop up, this is located towards the back of the store. The back wall is an Instagram wall where you can take pictures on the sofa.

•Neon sign

•Textured wallpaper

•Mannequins

•This will also have decorate your own Christmas decs. There will be a fixture around the tree to do this

•The branding is kept consistent throughout my store. The bags are under the tree to mimic presents.

•And the fixtures in this part of the store are the gifts section only.

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3 sustainable fashion pop-ups are coming to London this month | London Evening Standard | Evening Standard

Decorating Paint, Woodcare & Wallpaper | Dulux Decorator Centre

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•Use of craft paper on tags and bags

•Paper lanterns hanging from the ceiling of the entrance of my store.

•Recycled props and fixtures from previous Topshop/other store.

•My experiential zone is to decorate your own baubles and they will be made from recycled plastic.

•The paint to decorate will be from dulux’s sustainable paint range, which is made from 35% recycled paint content.

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"There are some lovely ideas here, but I would start off by making your canvas portrait as this email feels as though it’s been designed with landscape in mind which I think is why your footer is looking a little stretched. Remember it doesn’t matter if the email is long and the customer has to scroll, as most users will read their emails on a mobile device. I think you’ve chosen some really lovely images here and it would be great if the little Topshop van could animate into the screen as this would really capture the customers attention straight away! I’d take a look at the hierarchy of this email as I feel as though I miss the main ‘we are back’ message and I wouldn’t know straight away what the email was about at a quick glance. I’d consider having the van as the main image with the other sections underneath it and you could make the title ‘we are back’ sit above this image and have it much larger and more impactful. I also missed the bit about the personalised baubles which is a massive perk of going to the pop-up for the customer, so I would think about separating this section out from the rest of the copy so that it’s super clear. I think the email ends nicely with the instagram section and it’s great that you’ve used CTA’s - perhaps these could do with an image each to illustrate them? Some more work needed here but you’re definitely headed in the right direction!"

From this feedback, I made sure my email was clear in the 'return of 'Topshop' which will make my readers want to open my email. I also included more information on my pause point of personalised baubles as it was not clear in my original email.

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Cleanpng.com. 2020. Snowflakes PNG - Christmas Snowflakes, Falling Snowflakes. - Cleanpng / Kisspng. [online] Available at:  [Accessed 2 December 2020].

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Topshop.com. 2020. Topshop-Women's Clothing | Women's Fashion & Trends | Topshop. [online] Available at:  [Accessed 2 December 2020].

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LookDepot | StyleShoots Machines, Visual Retailing Software & Consultancy. n.d. 13 Key Visual Merchandising Terms Explained — Lookdepot | Styleshoots Machines, Visual Retailing Software & Consultancy. [online] Available at:  [Accessed 1 December 2020].

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-WINDOW DESIGN 3-

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-WINDOW DESIGN 2-

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-WINDOW DESIGN 1-

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Morgan, T., 2016. Visual Merchandising, Windows And In-Store Displays For Retail. 3rd ed. p.20.

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Retailers optimise browsing by providing many categories and keeping products easily searchable.

ASOS stocks over 750 brands and has a huge inventory to help customers to find products they may not have. Otherwise seen if they could only sort for a particular item category.

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The design of your site is how you catch the customers eye. It should draw them in and make them feel comfortable and confident buying from you.

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Bush, T., 2020. PESTLE Analysis: Legal Factors Affecting Business. [online] PESTLE Analysis. Available at:  [Accessed 1 December 2020].

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2020. [online] Available at:  [Accessed 1 December 2020].

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My idea for the bags where to have the similar design as the tags. Simple yet effective and from the beginning I wanted to ensure that both items were made from a sustainable material as Topshop originally lacks this this department.

I also did a poll for my bags to see what my followers would prefer if they were to shop in a pop up shop.

The poll vote was 100% for design number 4 which was on of my favourites too, i like the design that the handles would got through the hearts like the swing tag.

However, I changed the design towards the end as I did want to have a difference between the tags and bags. I decided to have TOPSHOPXWSM written on the bag.