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After Gianni Versace's Death, Michael Kors bought Versace.

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I have chosen to look into higher class brands since in my last project I chose Guess which is affordable to most. Therefore, I am more interested in luxury brands like:
-Gucci
-Louis Vuitton
-Fendi
-Mui Mui
-Chloè

Thinking further into the project, I have chosen the brand Versace as I feel I could be creative when using their medusa logo.

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GIVI Holding SPA and Gianni Versace SPA (Versace) have signed an agreement with The Blackstone Group L.P., pursuant to which Blackstone will invest EUR150 million (USD205.83 million) of fresh capital in Versace and will acquire EUR60 million (US$82.33 million) in stock from GIVI Holding SPA.

The Blackstone Group is a private equity firm based in the US, while Versace is an Italian retailer of apparel and accessories for men and women.

Following the transaction, Blackstone will acquire 20% stake in Versace, implying a total enterprise value of EUR1 billion (US$1.37 billion), and it will have one seat on the Versace’s board.

Versace expects to announce revenues up approximately 18% to approximately EUR480 million (US$658.64 million) and EBITDA up more than 50% to approximately EUR69 million (US$94.68 million).

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Hugo Boss displaying a 'Ox Head' pattern.

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Final Versace Styling Flat-lay. In my second attempt I decided to shuffle the clothing onto a plain white background like Versace's Website. Considering I don't own any Versace yellow, bright print clothing, I chose to focus on gold and black as they have alot of these items on their website. I chose a blazer type jacket to be worn with a belt for the sexy look that Versace want to achieve for their customers. Followed by leather trousers and small heeled boots to look classy. Flat lays can include lifestyle items. Therefore, I thought about my customer profile and chose a prosecco glass, small versace perfume for travelling, Charlotte Tilburry lipstick and Swarvoski crystal phone case to fit the expensive look.

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In 1972, Gianni Versace designed his first collections for Callaghan, Genny, and Complice. In 1978, the company launched under the name "Gianni Versace Donna." The first Versace boutique was opened in Milan 1978.

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Versace became internationally renowned for ultra-glamorous creations as well as spectacular theatrical costumes and innovative menswear design. Versace's style combined luxurious classicism with overt sexuality.

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The Versace logo is the head of Medusa, a Greek mythological figure. The logo came from the floor of ruins in the area of Reggio Calabria that the Versace siblings played in as children. Gianni Versace chose Medusa as the logo because she made people fall in love with her and they had no way back. Versace was inspired by the pre-monster Medusa who symbolizes power, strength and beauty.

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Urban people with extremely high taste and an appeal for the most innovative and luxury products. Urban meaning those living in cities covering wealth.

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I chose an Italian name for the customer  profile since Versace originated from Milan.
Sharp and striking.
Flashy prints.
'Confident stylish women who enjoy looking sexy and sophisticated'.
High income
Urban living
Travelling- Palazzo Versace hotel in Dubai
Competitors- Chanel, Dior, Dolce & Gabbana, Burberry
Business class

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http://thebwd.com/?s=interactive+window

Gold JayZ-
A dynamic fluid simulation for his new Gold fragrance. Over 143k shoppers were transformed.

Lacosta 80th Anniversary-
Using previous outfits, they created a serious of windows like a timeline. As well as including an interactive display of tennis balls which would move up a down due to infared to detect movement.

Dolce & Gabbana (competitor)
Summer display once consisted of a large sicilian ceramic head.

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A joy-filled Christmas, this display for Liberty was all about creating joy and happiness even when the store was shut. Using hand-painted pieces of art on the windows, Liberty shoes a sense of community throughout tough times this year. The campaign was orginally marked off in february but when June last year hit, the team realised it was no longer suitable.
This design has helped me to think further than how the window looks and the message beyond the picure painted.

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Over 400kg of moss and approximately 230 metres of teal cotton velvet were used in this expansive display for Liberty windows and atrium.
The festive Jeweltopia print, which has been created by the Liberty Fabrics in-house design team, draws inspiration from an ancient Tree of Life design and features traditional Tree of Life motifs, all whilst offering a glimpse into a curious world that is filled with exotic animals, lush foliage and festive treasures.

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https://www.hansboodtmannequins.com/materials-methods/

END OF LIFE PROGRAM

In house departement which disassembles the mannequins into parts and select them by material. The selected parts and materials will be processed by a waste management company. These materials will find their way into new raw materials to fabricate new products or to gain clean energy.

Realistic-
Follow their name of being realistic like and actual person. Wigs, makeup, poses.

Stylized-
In the middle of abstract and realistic. Using sprayed hair. Good for a wow factor campaign for large budgets.

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The campaign is Spring/Summer. Summertime in Englas begins on the 21st June. Therefore the campaign needs to be around for before this.
I have chosen the campaign to start on the 3rd May. This allows time for those to buy before summer whilst being a final collection in Spring. This collection includes pieces for summertime (bikinis) therefore I wouldn't want the clothing to be around in March despite being organised, the campaign cannot last 4 months.

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As stores begin to reopen across the world, retailers embrace positivity and use visual merchandising to spread messages of hope and optimism as an antidote to dark and turbulent times. Meaningful collaborations resonate with shoppers on a personal level and make for a powerful statement.

1. Spread positivity: offer a much-needed sense of optimism and create a more joyful retail experience through a mood-boosting palette, messaging and playful props.

2. Think collaboratively: make more powerful statements through meaningful partnerships, such as Macy's collaboration with Tracey Woods in support of the BLM movement. Alternatively, team up with employees, informed by Selfridges' Thank You windows and Louis Vuitton's Rainbow Project.

3. Provide escapism: look to simple optical illusions to capture attention and create allure through hypnotic visuals. Play with perception and create a dynamic, immersive feel using mirrors, linear patterns and dimensional sculptures.

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Traditional themes of beaches, deserts and poolsides are drawn on as inspiration for vibrant high-summer windows. Pink foliage and cacti bring a tropical feel to stores, while recoloured sand fills the windows for Chanel's takeover of Barneys New York

Eye-catching, affordable and easily implemented, pool floats continue to be a key prop in high-summer windows and in-store

Versace below

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Slow, luxury video showing the bold colours in a sophisticated manner. The tone of voice doesn't seem to be cheesy.

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Versace Holiday Campaign | Adut & Runtown

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Lopez added, "In terms of my career, the Jungle dress really marked a moment in time. To me, Versace represents empowerment and putting something beautiful out into the world.
Campaign reflects on the power of the internet.

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Year of the Ox 2021-
When choosing an outfit for Lunar New Year, the colour red is seen as lucky, black and white are avoided due to not being apporopriate.
New clothes initiate new beggings, sentimental pieces are also worn.
The traditional red dress is called a cheongsam.
On Harvey Nichols, I found a number of products linking to the new year.
-Biolifting face mask
-Lunar New Year scotch
-Fenty Beauty Lunar edition
-Lunar New Year hamper
These items would be suitable as gifts.
Due to Coronavirus, Lunar new year will be celebrated differently, perhaps digitally. This means we should offer a number of suitable outfits, comfortable but representing the new year.
These can include animal print pieces.

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First flat lay design for Versace look.

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Strengths-
"When it came to marketing his product he was nothing short of genius." Gianni Versace was a fashion designer icon as well as marketer which helped when the beggining of Versace struck.

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Weaknesses
Poor sight into other international trends

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Opportunities

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Threats
Other brands introducing Versace like patterns, cheaper duplicates. Can see a fall in Versaces brand profile

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Below shows three ways of styling within a mobile app.
For Versace and the luxury customer profile, I feel it's important to fit their vision for the brand. To keep the website minimal with a white background but include styling in a creative way.
The background would include a hot country to fit with Italy, where the brand originated from but also include a modern view on the medusa in Greece. A sandy background will give customers the feel of summer and wanting to buy their summer outfits if it styled perfectly not just as a flatlay. This is to fit with the message of becoming a Versace Women not just wearing items of clothes.

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inital sketches
Schematic drawing or plan to display merchandising to maximize sales.
Versace being a designer store, the amount of product displayed is limited. After research, it shows that they display an outfit and then have the products on the rail next to.
In my initial designs, I have placed mannequins next to eachother, however after thought I think giving the outfits space between each design will allow customers to take in the outfits rather than feel overhwhelmed by the bold patterns.

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2nd design, here I have developed the design from my previous query. I have separated the mannequins and included an area for a mirror in the middle.The mannequins will be infront of a marbled wall to show the luxury side of the products. However, the actual rails will include a white gloss background to make it easy for customers to look at the products themselves.

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Research in Versace Stores
https://youtu.be/9k2jVJUFZSM
This video shows small clips of the product amount in Versace. They use two sizes in the outfit to display. The clothes are placed in outfits rather than the same item.
They have deciated large areas for shoes, belts, bags.

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Research into Versace's stores showed me that they have minimal stock displayed. They don't clutter their stores and often use white furniture to excel their outfit patterns.

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This image shows Versace using a rail above ground in the centre of their stores.  This points towards a focal point with the outfit being abover ground.
The collection will also be placed at the front of the store as this is what you want your customers to see first.

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Asda- GEORGE
Choosing the right product, having items you can only get at ASDA for that price. Moved to visual retailing, whihc enables smaller stores to follow a brief fitted to each store.
Fashion items are on a 6 week rotation, pictures are taken, photoshopped into size to be used on the planograms. All images include the distribution, colour, stock.
'Most simplistic way but also in the most commercial way to provide performance'.
Reducing paper costs, using ipads also helps the environment.

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These are my intial designs which are based upon the idea of a message in a bottle. The inside of the glass showing 'Versace'.
I tried two shapes to see if a bottle was suitable or more of a dome shape.
I feel the dome shape looks more expensive, to fit with the designer brand.
I have drawn the medusa to potray a sun shape since the background will be based in a desert.

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This is my first inital design, keeping the newest collection at the front of the store for customers to see, I then placed the two other collections next to eachother. After doing this, I feel they need to be separated to allow the collections to stand out. I will show this is another design.
I have placed accessories on the back wall so that customers can see all the outfits and then make their way to the finishing touches.
The till has been placed towards the front of the store, after thinking about this, I would want to place it further back to make sure customers get a full shop experience, rather than walking in and out with their purchases towards the front of the store.

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https://www.spurcreative.co.uk/our-services/retail-display-props/
Emailed company asking for a price.

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Reading the description, the mannequin is not sitting, so only the arms and heads can be moved. Therefore, I have decided to continue researching and would use these mannequins below in the planogram wall fixtures.

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Research into a chest, I found a black storage trunk. These could be spray painted gold.

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-Ensure the guidlines are relevant and fitted to each store type.
-Use planograms to create balance and clear VM guidelines.
-Optimise floor space. Base guidelines on how much merchandise you can fit.

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I would buy two of these, this allows space for the mannequin to sit. These would be placed like the image below.
Spray paint- £10 a can

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ESTP-A/T

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This task taught me a lot about how the placing of products can really change the links to the customer, design and quality. Here are two images, in the first I initially thought this was good however after spending some time changing the layout, I realised the above image looks quite messy. Therefore, I opted to fold the clothing in a neat way but still so you can see the products.

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Window displays are generally big. Going from 6x3d metres deep for a designer store. The sand would be 2inches deep.
Using a sand calculator, I would need 1.4 tonnes of sand to cover the floor area. All delivered for £100 +VAT (£120). https://www.buildbase.co.uk/aggregates-sand-knowhow

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Free shipping for the large storage trunk.

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https://dbackdrop.co.uk/products/desert-camel-sunset-scenery-backdrop-uk-for-picture-lk-2039-e?_pos=1&_sid=99669c981&_ss=r&variant=34992529768611
Free shipping takes up to 14 days not including production time.

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https://www.graff-city.com/spray-cans-c128/spray-paint-cans-c76/montana-spray-paint-c90/montana-gold-spray-paint-p64/s15102?cid=GBP&dfw_tracker=22604-15102&gclid=Cj0KCQiAhP2BBhDdARIsAJEzXlEbVFlW6tVZriOaoY5iiqvFkpCrHN-bXA22za1fwpEwzGeRd7QhSeAaAoLVEALw_wcB

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This is my final product adjacency layout. Throughout all my designs, I have kept my collection at the front of the store. This is because customers need to be greeted by the newest collection rather than older. This is the most exciting part of the store since it is what will bring customers in.
I then decided to move the fitting rooms towards the back of the store to keep a flow within, they are often placed towards the back.
I felt the collections needed to be split, therefore I decided to place an accessory area filled with shoes, belts, sunglasses and bags to break away the collections. This allows the store to have a some what organised feel when walking around.
I made an accessory area since Versace tend to place a couple items of each outfit and then have an area for accessories themselves. Above in the research, I found many stores that had wall fixtures with shoes on, separate from the clothing.
I mentioned earlier than the till could be further back in the store, I have decided to put it withint he middle on the right hand side so that customer walk in on the left and make their way round the store. With the fitting rooms being based towards the back, it allows customers an easy route to the checkout.

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Initial Designs
Developing my designs from the first, I continued with the dome shape glass rather than a bottle.
I have tried two different backgrounds in these sketches.
In the first sketch on the left, the idea based more towards a beach theme using a palm tree. For my theme I have decided it would be best to go towards a desert as the campaign shots would be in a desert and therefore would all link.
The second developed sketch, I made the backdrop only within the dome to show that Versace was within the bottle as the message.

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This is a further developed sketch.
I added a diamond top to the dome however I now feel this is not needed since I want to keep the dome plain  rather than a cake dome.
The medusa is not as large as needed to portray the sun.
In a final sketch, I have decided to allow the background to go behind the glass dome and really create Versace's clothing on the mannequinn the actaul message as the campaign is all about being Divine in Versace and find your inner Versace.

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Versaces top competition. Brands like LV also have items like leather belts, their items hold a lot of retail value since designs change just slightly, however, more known for their bags and small leather goods.

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Research into different types of Visual Merchandising to interest customers. Cos used tonal colours within there store for a simple display to fit their collection. To engage customers, they added fixtures for customers to interact with. It allowed the perfect social media photo for their brand to be recognised, promoting the brand across different platforms.  https://www.wgsn.com/fashion/article/63181#page_3

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Another way, VM's found to incorporate customers into window displays was by using their mobile devices. This included QR codes and hashtags.
Versace tend to use their hashtags within their social media posts, rather than on window displays.
In 2014, Lady Gaga collaborated with Versace for a Spring/Summer collection. They incorporated the hashtag #VersaceLovesGaga

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I found a company specialising in unique, made to fit props. However, this was their reply so luckily this helps my research to continue to find an answer for such a unique object in this size.

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Thankfully, Talbot Designs produce dome perfect for my window display.
However, the piece below would need to be attached separately.

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Although the gold mannequin was pefect for the Versace theme, it was not suitable for the window display which is why I have now researched a sitting mannequin at a price of £138.00. The company provides free delivery.

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Key trends information on WGSN shows there is a continuing value for main products. for example, the image below shows an iconic black and gold Versace belt. Retaining retail value means the brand can hold value.
https://www.wgsn.com/fashion/article/90197#page2

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Controversy in the 90's impacted the brand image.
'Twenty years ago, stylist Gianni Versace was gunned down in Miami, plunging his fashion house into crisis. Two decades on, it is one of the world's top global luxury brands thanks to his little sister, Donatella.'
https://www.thelocal.it/20170714/the-versace-story-after-its-founders-murder-how-the-luxury-brand-rediscovered-its-soul/
While the company was sold to Michael Kors for $2.1 billion in 2018, Donatella continues to oversee the brand. She’s worked to put her own stamp on the label but knows none of it would be possible without her dear brother.

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Controversey over China terrotorial laws. The company set a recall of t-shirts and apologised.

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https://www.linkedin.com/in/chloe-chapman-8b0414205

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On 15 July 1997, Versace was shot at point blank execution-style with a .40 caliber Taurus PT100 on the steps of his Miami Beach mansion as he returned from a morning walk on Ocean Drive. He was subsequently pronounced dead at Jackson Memorial Hospital, at 9:21am.
Andrew Cunancan was on a spree with 5 murders, he then was shot dead when he was found.
Versace brand was then bought out by Michael Kors months later.
Gianni left 50% to Donatella's daughter, 20% to her and then 30% to his husband.

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With the 30 product selection, I have created the chosen key outfits to fit with my campaign.
Being a Spring/Summer campaign, I wanted to incorporate a mixture of outfits, including trousers and jackets without coats. The outfits range from casual (trainers) to going out for drinks, the beach.
I have chosen pieces which include the same pattern in different clothing items. Versace are known for their bold prints, therefore I think it's important to place these together and show how they can be styled separately.
The designs link closely to the inspiration board and consumer board.

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I decided to create a number of planograms to really show in depth the thought into the look of the store.
Versace don't clutter their stores, they separate outfits and accessories.
In my digital Portfolio, I have included an accessory table, wall fixture as well as an accessory wall fixture which includes shoes and bags in the shape of a 'V'

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After reading this email, with a £2000 window budget, I will choose to make the diameter of the dome smaller to save money which then means I will still be in budget after buying the other items.
Talbot Designs are one of the UK’s leading suppliers of acrylic domes, with a huge range of stock domes & dishes available for next day delivery, and the ability to make domes to non-standard sizes if you need something unique.

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Within budget

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This is my completed digital window concept board which shows a colour pallette for the window design.
The desert backdrop continues with the idea of being in a desert.
The gold snakes represent the medusa's head.

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This is my final window design. On indesign I have added an oval shape over the mannequin to represent the transparent dome.
The story shows clearly that the message is in a lost bottle which is a clear representative of the campaign tone of voice 'Find Your Inner Versace'.
However, after research into Versace their window designs tend to be simple, they don't have loud tone of voice on their windows, i have decided to stay on-brand and let the products tell the story- customers can then go online and learn more about the campaign coming.

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This is my final webpage design presented on a phone and another for computer users. I decided to show both to show that the format would be the same but on the phone it would only show two products as this is a smaller device- rather than 4. I chose to use the same image in the window and website so it links closely rather than changing the image, customers may get confused as to what campaign they are looking at. This way it is clear and easy to follow.
I had the idea of this layout from looking at current and previous versace campaigns on their website, this enables me to keep on brand.
I have chosen the dress and bag as these a key pieces within the collection.

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This is 1 of 3 planograms for the wall fixture. They include all the key outfits and the same format. The last planogram showcases 3 outfits rather than 2 since there are seven designs. All mannequins are styled with accessories and can then be found on the floor fixtures within the store floor.

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This is for my floor fixture, they will be glass top draws with accessories inside. I have kept all the floor fixtures and wall fixtures linked with the same pattern but in different forms.

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This is my 'V' shaped wall fixture for shoes and bags. I have chosen a 'v' for Versace. I decided to incorporate the marble into the shelves rather than the walls. By having a plain background it gives the products a chance to stand out.