Circus theme - showcasing 

joy/ celebration/ drama/ lighting

Hashtag Tods Circus allows for Extra marketing across M-commerce 

Inspired by old hollywood movie 'the name of rose'

Love and passion

Festive with a sense of humour

'bringing back her children to see it'

Each year more elaborate then the last - creating a spectacle

window is enticing for all ages

How brands have portrait brand image:

what messaging they've used

campaign messaging, tone of voice, call to actions, visually communicated ethics, kindness, sustainability, love

how have retailers used colour

how they've showed products- mannequins, torsos, pinning

what types of mannequins- confident pose, material, abstract/realistic

technology

How have they created an inclusive festive feel?

What story are they telling?

What is the overall message and story?

"Children should be left to explore their surroundings and find their own space where they feel comfortable,"  

"Boden is reflected in every choice of material, every nuance of the experience"  

strong confident poses

pink and red colour trend, spring summer theme, picnic blankets on the floor

colour theme can also be a trend

credible, shows to customer that the brand will make you confident

Story was then told in-store, on social media, in the press and on website
narrative was authentic

Key aims for brand : "To add colour and fun to the world and make bodne customers smile." 

(language used is personal and informal, painting him to be an old friend)

Face of the company 
Suits his target market

 
 

Shifting from still image to video creating mobile-friendly videos:

December is a core month for retail.

The Boden family

markets with huge success is a modern ideal of British middle-class life
provokes the most passionate loyalty

Orders are made from: The Queen/ Camilla Parker Bowles/ Vogue editor Alexandra Shulman 

clean-cut, cheerful, well-made clothes, it is a label for people who despise labels. (Socially aware)

 "They believe in the inherent value of things. They want quality; they are interested in fashion but not enslaved by it. They are not obsessed with appearances or brands. They do not want to look rich," he spits with disdain, "like Posh Spice."

"They read broadsheet newspapers, have on average a £55K household income, spend £2,500 a year on clothes, of which Boden gets around £200."

Wealthy but not flash
Cycles to work
Prefers local thai to formal dinner 
Second home, a quint cottage in Holkham, Norfolk 


You have to remind the customer of nice things they can experience without creating a total fantasy that is unreachable.

Models shot on beaches/ countryside = 60% of Boden buyers ultimate dream of owning a second home.

Urban dream of the rural: romantic, decent and traditional. 

"Our customers think home and family are more important than a social life".

She likes a bit of sparkle for evenings, a strappy dress and bright colours rather than black ("We sell an awful lot of pink"), but not splits or cleavage or micro-minis.

Boden woman loves a bit of homespun old-fashioned female handicraft, even if she can't be bothered to cross-stitch herself.

Digital sprint 

Seek justice 

Travel interupted 

less is more

Opportunistic investment 

Deeper Partnerships 

Retail 

Gender: Female 

Age:30-50 (Bulls-eye target of 35)

Generation: Late Millennial / Gen X

Ethnicity: White 

Marital-Stage: Married

Life-Stage: Mother 

Occupation: Part-time teaching assistant in primary school

Education: Bachelor’s degree from Durham University, Privately educated 

Income: Combined income with partner of £90,000

Social Grade Classification: Very middle class 

PSYCHOGRAPHIC & BEHAVIOURAL VARIABLES: 

Lifestyle: Busy and active lifestyle, health conscious 

Social Aspirations: Getting the children into the right schools, affording a second home in Holkham, Norfolk 

Self-Image: Respectable, engaged in the local community, healthy clean living, confident in herself. 

Value Perceptions: Likes to spend money on quality, high loyalty to brands

Purchasing Motivations & Behaviour : Big budget, hates flashy things, high quality items.

Interests & Hobbies: Gardening, cooking, crafts, reading, yoga, pilate, art, and home design

Perceptions, Attitude & Opinions: Likes to think she is liberal, and well respected amongst peers. Home proud, loves to host dinner parties and chat about where they have decided to go skiing this year. 

GEOGRAPHIC VARIABLES: 

Region: London

Urban Landscape  

Residential Location: Clapham

Housing Type: Victorian terrace house with extension on the back

Size of City or Town:  UK Capital city

Climate: English weather, temperamental and grey 

USAGE AND BENEFIT VARIABLES:

Benefits sought from products: Comfortable,  practical, fun timeless, and long lasting items of clothing.
Usage rate: Makes sure clothing brought for children gets full usage, hates the idea of waste
Volume of purchase: Can get carried away with buying children's clothes, however is practical with what they need.
Pricing sensitivity: Has a big budget to spend but is modist and hates to look flashy, Is a sucker for a bargain. 
Brand loyalty: Very loyal to brand, loves to show off pieces on social media and talk about it amongst friends
End-use of product: Hates wastage, clothes get passed down to friends and family, otherwise given to charity, has an very active Ebay account. 

How does it entice the customer?

How does it represent dream like quality ?

Does it show products?

How does it make you feel?

This works as it creates a priceless idea of the worth of these items. The composition is simple and elegant, the positioning of the dinosaurs points to the products leading your eyes throughout the window.

Has to be the best of the best

Usually used for new item/ new launch

On trend 

These are both subtle tones 

Rule of three 

Reinforces the message 

Repetition is used widely 

Used in store often

Used three ways to style a key item

Showing a key trend

Making it clean and 

Low to high, large to small 

Aesthetically pleasing 

Focal point

Second life programme

End of life programme 

New warehouse is environmentally friendly running solely on renewable energy 
Cars used are electric

 

I like the idea of using cardboard as the background -
Bringing back memories of building dens and highlighting the endless fun a cardboard box can create

Chrome Yoga: Immersive, multi-sensory yoga experience
Highly instagrammable aesthetic translates into store design 

Doctor Manzana/ Peter Pilotto & Normann Copenhagen:
Lighting used as accents to complement coloured spaces

Highlight new season and new product

Communicate promotion

Directing customers online

Waking up in the customers eye

Campaign titles can take a lot of time and thousands of pounds : 

Campaign message that really resonates with customers 

Title needs to stand out: in windows/email/socials

CAMP
Immersive shopping experience centred around play

Creating a design led space is key to appealing to millennial parents 

-current trends 

-Designer/brand concept 

-textiles and prints (space out your prints across page/ mannequins)

Consider if it is selling 

Partnered up with new products and best sellers 

-Colour palette

-add textures to your outfit, adding cashmere and knit 

-consider silhouettes 

-Inspiration/ art

You really have to sell the collection

Layer: showing how to wear something new with something you have 

Even if you had no idea about brand you can tell who their target age is 

Styled itself, one off pieces had to style a lot less, 

Havent adorn them how to accessories, sells you the gucci dream

Less fashion forward companies take influence from street styling and what their customers wear (marks and spencers) 

Be inspired by lockdown activities for artistic prints

Shorts- top above 

Then bigger accessories like shoes and bags 

Dont be afraid to move things about 

Stop and take photos to see if its working

Then add the smaller items, rings, earrings, sunglasses filling up the gaps

Leave white space, negative space can work in your favour 

Finishing touches such as flowers can add a certain mood to your look

Use geometry tool to clean it up

Light room to enhance images 

Things that will also be interesting to the customer- pen and note book

This shows you more about the lifestyle of the customer 

A range of different gifts you can use

Relevant to customer profile 

Styled 

Curated 

 

Considering 

The outfit 

The accessories

The lifestyle pieces

The background : clean and plain so viewer focuses on the products 

Traditionally- complimentary colour to create striking look 

Striking especially within windows 

Attention grabbing, less used as most would not relate to it

The way you style is more about the attention grabbing then whether you would wear it

Loud and eye catching - use louder colours that tend to clash better

Very on trend 

Building an outfit out of neutral base colour : black white brown grey navy / metallics (pick for main part of outfit) + add pop of bright colour

61% of millennials download retail app

58% preferring to purchase through apps

Apps designed to make everything even easier 

Styling: 

On models

Flat lays 

Clean product shots 

Outfit styled on influencers or customers 

Easy to shop 

HM/COS nailed it 

TOPSHOP: queue barriers, increase UPT rate  

Feeling of space

Sense of space with each railing further forward from the last
Being about to show each outfits and collections further back of the store

Complete department 

Schematic drawing, plan for displaying merchandise in a store as to maximize sales 

Increase footfall

Used to replicate for each staff 

The more thorough the planogram, the easier it is for staff to replicate 

Key things: Wall key

Floor fixtures 

Small to large 

Key products eye level 

Planograms help merchandisers to implement well designed plans, needs to be logicalm easy to find outfit and customer friendly 

Help envision the outfit, see how they can use the top and wear it, gives you more chance to convert them into purchaser 

Easy to implement and follow 

Busy up top 

Fixtures 

Block statement and leading fixtures 

Outfit leading fixture 

Different hights 

Low lead into the collection with table 

Hanging fixtures 

Ensure guidelines are relevant and accurate to all store types

For each store tier structures 

Local stores/concessions/large concept stores

Team are able identity relevant information quickly 

Team instore can find information relevant to their store line to make it quicker

Saves time (precious in retail) 

Must get everything done during shop closure 

Bible of the store, keep referring back to

Do not need loads of information

Store staff do not have time to read all the information

Key images with direct instructions 


2.
Planograms to show 

Put them into the guidelines to show how your going to merchandise

All about creating balanced store 

On trend and communicate collection

What are the prodictied best sellers

What is the most commercial blocks

What are your key outfits that will resonate with customer 

Planograms very important 

Guidelines 

For store staff to interpret 

Must be concise 

No waffle 

Giving basic key information needed 

3.
Key to optimise floor space

Largest cost 

Most expensive second being staff cost 

Optimising cost per square foot 

Highstreet needs more products, less staff to help you, more sales needed

Retails and VM use all data to merchandising your predicted best sellers are, where your trends and marketing imagery should be placed, so they get most attraction, base guidelines on how much product you can fix in your store