•For 20 years the company was supplying cowboys from the west with shovels, picks ,pots, pans, dungarees, shoes and shirts

•1872 Levis received a letter from a client Jacob Davis saying a “female client of his was not happy with the dungarees as they were not strong enough for gold digging tools.”

•May 1873 Jacob wanted to patent (a legal right to making things) ”using brass rivets and canvas work wear “  but he needed a partner, so Levis decided to get involved.

•With this the first ever strong Levis trousers were created 

•The brand was known as XX extra extra stong

•Soon after the leather patch above the back pocket was added this had the logo of the two horses pulling at the jeans 

As my target range is between 18-29 I add the two numbers together and then divided them by two to find the average. This came to £19,640 average annual pay for my target male customer and £15,140 average annual pay for my target female customer.

This customer often has an annual average pay between £15,000 to £20,000, with them commonly being students or in their first job.

•Around 1820 Camden became split in two due to the canal but also culturally with the upper class seen in the regent park area and working class see in towards the bottom in St Pancras.

•Some of its main trades used to be wine merchants, gin distillers and piano manufactures.

•By the 19th century it became very over crowded.

•Its reputation soon improved in 1910 with it having a couple of theatres and cinemas.

•1960 it soon became a place of cultural revolution as rock and youth took over.

-Have to ever bought from the sustainable collections ?
            I have, I bought a denim jacket the other day from their vintage collection

-What draws you to go into the shop instead of online?
               Well in the current situation, obviously I'm not going into store and doing all my purchases online, but before covid I was drawn into store by what I could see from the outside, like the shop window.

I also realy like how I am able to feel the clothes and have an experience in store, it feels more personal. 

·         Upper class target market

·         Celebrates its history was used for coal mining then turned in to a rave seen and then into a shopping centre

·         Layout makes you walk past a all shop windows 

·         Toilets were gender fluid 

·         Store designs were clean and very green with plants and flowers

Box park

·         The shops were more for gifting jewellery and Christmassy gift shops 

·         Top was all food shops bottom was all trinket shops 

·         Could see all the deferent personality’s in them 

Q2- may June, July

Q3-august September, October 

Q4- nov-end of jan mega bucks 80% of revenue taken then 

Advantages 

·         Allows you to compare sales across a quarter with the same number of days 

·         Allows you to compare weeks and months in different years 

Disadvantages 

·         Every 5 years or so an extra week will appear that’s week 53

·         Its difficult to compare 

Key times for vm 

·         Christmas 

·         Valentine’s day 

·         Easter

·         Halloween 

·         Summer sales 

Bigger budgets for Christmas as all profit is made them, competitions on who can do the biggest and best 

-          Can add scheme to the back wall 

-          Can not see into store 

-          Create more of an atmosphere 

-          Creates a room

-          Less health and safety to worry about as customers cant get into it 

Open windows 

-          Can see into store 

-          Can not use a back wall all props must be able to stand on their own 

Combination windows 

-          The back of the window is half covered 

-          Easier access can get everything done quick 

-          Can see some product from looking in but not all

-          Product buy window that can be see needs to look clean and engaging at all times 

·         The rule of three 

·         People are more visually engaged when they see a group of three

·         Reinforce a trend or theme through three different stylists 

Triangular formation 

-          The pyramid principle 

-          The largest idea are placed at the centre of the display 

Repetition/ mannequin army 

-          Multiple mannequins all joined together and often see lots of height 

Music- relevant to the brand and the season, can play in the window or in store

Lighting- bright light is used by most retailers to make it easy for customers to see all the product

-          Some only use spot lights to have a more dark and moodier backgrounds only focusing on main pieces 

-          Modernity a nod towards technology and strobe lighting 

Planting- a nod to the environment and is very popular at the moment 

Visual effects 
-          Backdrops 
-          Sets/ props

-          Movement 

-          Mannequins moving??

-          Vinyl

-          Graphics 

-          Light boxes 

-          Digital screens 

Messaging 

- Tone of voice/ using a ? or ! 

-  Heloooo Brighton including the area 

Campaign titles 

Promotion 

-          What is going to make it special 

-          Mainly straight to the point, we don’t read

-          Information 

Product adjacency encouraging multiple buys 

Dwell time is a must customers need to be in the store for 30 min 

·         Customer flow, escalators

·         Closed and open windows 

Transition zone- entrance 
·         See loads of good product to buy 

·         Don’t wanna over loads it with mannequins 

·         Signage gets walked past 

Primary is the gold zone- 3 seconds to get attention

 Secondary- not the most trend led category
Destination- basics 3^rd location go through to get to them 

Discovery space- by the fitting room time too look at other 

·         re-merchandise old stock to make it look new 

·         Last chance to buy/ frag

Perimeter walls- wears to wear out fit walls 

Impulse merchandise – fast purchases 
Product adjacency

·         Product sits next to each other 

.         Customers fined it easy to make an outfit 

-          Enlightened retailers have a single visual merchandising team that work seamlessly and simultaneously across channels and time.

Examples of brands that take a holistic approach: 

-          Apple: they maintain a consistent visual style and design through out their brand and stores, customers can easily identify the brand by just looking at an email, receipt or website           

Benefits 

·         Increased awareness 

·         Customer engagement 

·         Consistent message

·         Loyalty 

·         Connects to the customer

When brands get it wrong 

They risk losing their customer and opens a gap for the customer to shop somewhere else, this has a negative long-term effect. 

Examples of brands that got it wrong:

-          Oasis, they redid the website overnight creating it to have a clean and simple look to it with pops of salmon pink in it, but left the stores as they were with a bright neon pink and exaggerated feel. With the store and online looking like different brands.

·         What the customer see when they walk through the shop 

·         Where best sellers and images and signage should be placed 

·         Customers can be lead through all zones from one look 

·         Focal point is the main piece of a zone normally as a mannequin with ready to wear around 

Pause point 

·         Tables used as a moment of calm and show case an outfit

·         High level displays, moved away from as they can be dangerous 

·         More of a relaxed home feel to the stores 

·         Dwell area this is seating seen more in high end stores a place to rest with table and rug 

·         Coffee machines 

·         Fixtures 

·         Graphics, health and safty, on the walls neon signs 

·         Designed to keep them engaged and lead the around the store 

·         Think about trend or collection that will be selling 

·         Hot spots need to be remanaged often 

·         POP point of purchase

·         High volume for lower price items, less decision making  

Fixture position 

·         High to low good at opening sight line 

·         Push best product at eye line and sight level 

·         Customers often buy the first thing that they see 

·         All has to be cohesive 

·         Leve right amount of space, a double buggy space roughly 1 meter 

Fixture lay out

·         Grid lay out often see in the super market,

·          broken down in to sections 

·         not often see in retain 

loop layout 

·         seen in tiger tiger 

·         looping you around the store so that you cant miss product 

·         have too look at everthing 

·         good for conversion 

flexible layout 

·         fixtures that are not fixed down can move around 

·         can create room and walk ways to fit the product 

·         encourages customers to brows 

·         block statement- same product all in the same place but different colours 

·         tailor it to the collection 

Exhibition lay out 

·         they have unique furniture or art there 

·         lots of empty middle spaces 

·         mostly hanging 

·         often only one size out to view 

·         straight off the cat walk collections 

·         no noise 

·         high end brands like Dior 

island layout 

·         central area with key products on a table with company magazine on the table 

·         2 walk ways on either side 

·         Have a lot hanging on the walls 

·         Small accessories departments 

Sale layout 

·         Put at the font of store as it need to be gone 

·         Get all of the product out 

·         Like a grid style 

·         So you can go up and down and grab it all 

·         Seen in outlet stores as well 

·         Look different to full price, clear difference so it doesn’t get confused 

·         Want people to be there 

Mirror image 

·         create a mirror image 
. all mannequins dressed the same 

Secondary- not the most trend led category 

 Destination- basics 3^rd location go through to get to them 

Discovery space- by the fitting room time too look at other 

   - re merchandise old stock to make  it look new 

     -Last chance to buy/ frag

Perimeter walls- wears to wear out fit walls 

Impulse merchandise – till purchases face masks
Personal shopping zone – fitting rooms 

Dwell area- customers have an area to sit and talk
The holistic approach-  Consistent branding by the same team, carried across channels in the same way.

     -  Enlightened retailers have a single visual merchandising team that work seamlessly and simultaneously across channels and time.
Pop up stores- a temporary retail space that gives companies the chance to sell in an environment completely different from what they know, it is a low risk and help them to experiment on future options. It is low cost and low commitment 

ATV- average transaction.
UPT- units per transaction.
Focal point- hot spot that acts as a center piece.
key outfits-newest most on trend piece that are placed in focal points.
block statement- selling in volume itean the basic items that come in multiple colours.
coordinating accessories- complete thw look and make it wearable 

•The Fendi brand began in 1925 in Rome by Edoardo and his wife Adele Fendi.

•Known for being the first handbag and fur work shop in Rome.

•They had five daughters who took over the brand.

•Karl Lagerfeld joined as co designer in 1965

•Rebrand there logo to the current double f.

•Lvmh become the sole owner of the brand in 2004

•“Whatever Fendi does it must be distinguishable… it must stand apart… it must have it’s own identity”- Paola Fendi

•The brand was inspired by the traditional roman craftsman techniques.

•The 5 sisters were a permanent fixture in the store from birth, Carla Fendi told WWD “Accessories were our first toys”.

• when the mother died in 1978 each of the girls took over a different part of the brand.

•1980 the brand grew to open stores around the globe.

•1999 LVMH and Prada took over mainly as family issues were starting to get in the way of the business

brand used the hashtag #meandmypeekaboo.

By using the Kardashian, who have a large social media following the campaign sky rocketed with everyone  talking about it.

I like how the campaign used three generation of empowering women to promote there bags, I believe the campaign did work and was a success as it was reposted all over social media  resulting in a wider audience seeing it.

I personally feel like they don’t connect to the customer very well, it almost feels as if they are talking at them in stead of with them.

I was ladled as an adventurer with my letters being “ISFP-A / ISFP-T” this over all means that I love exploring new thing and being creative by expressing my self through fashion and  beauty, despite this confidence I'm an introvert who needs time away from everyone to recharge.

This is exactly me and has helped me to realise my strengths and weakness highlighting that I'm sensitive to other peoples emotions helping to minimize conflict, this is very helpful when it comes to team work as I'm able to bring everyone together making project run smoothly. Although one of my weakness is that I'm easily stressed and can often lose my characteristics when thing don’t follow the plan, this is a big weakness that I need to work on by being prepared for problems and learning to relax through meditation or just taking a break.

Tone of voice 
The tone of voice shows the brand really know who they audience are slipping in little joke here and there as well as being fun and playful.