VM Chronicles no.1 A series of extraordinary retail events

No. 1

VM-chronicles
a series of extra-ordinary events

from VM-unleashed! Ltd

VM-chronicles
a series of extra-ordinary events No. 1

Window-Framed!: Virtual Mirror becomes a RayBan Reality

Innovation & imagination driving brand curiosity, footfall and pounds
in the till. Crowds of curious shoppers jostle for a place in front of the
virtual mirror outside the handful of Rayban Stores worldwide.
Technology that has been a favourite online feature allows the willing
to select their favourite classic Rayban shape and apply to their face.
Once fixed to the face the frames follow the model as they twist and
rotate their face in front of the camera. The result is magnetic and
instant window promotion, and in-store fame for the unwitting
participant.

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VM-chronicles: a series of extra-ordinary events

VM-chronicles

Polarizing Opinion: RayBan's Interactive Experiences

Function or Fashion - The Rayban site cuts through the murk to herald
on of the worlds strongest brands. The world's most desirable sunglass
brand wades in with interactive films and imagery to explain and
demonstrate the power and benefit of its polarizing lenses. The user
can not only control the view, and the angle to the sun, but then apply
and remove the polarizing filter for the user to experience the
difference in glare & clarity. And never a shrinking violet the Rayban
site shows off its fashion and styles with limited edition styles inspired
by the brands rich heritage.



VM-chronicles

Technologically Speaking: A Happy Marriage when IQ meets IT!?

Wires often get crossed when technology takes centre stage in the store
experience. However shining bright from recent times are examples
where imaginative ideas are virtually brought to life through screens
and electronics. Schuh goes large embedding dynamic messages amidst
a nest of footwear, whilst Links goes beautifully intimate, and snow
subtle, as intricate winter scenes are made magical against a gently
backdrop of falling snowflakes.



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Historically Speaking: Retro-lution not Evolution

History is the only way backwards for the retail forward thinkers.
Sometimes to go forwards and seize the brave new world, the only
answer is to take a step backwards into the past. Retro-lution not
Revolution builds re-assurance and authority with a customer base
whose trust in the hear-and-now is seriously rattled. Across the retail
streets, and through the retail decades, from Burberry to Levis, from
John Lewis to Coach it is no bad thing to let the world know you've
almost seen it all before.



VM-chronicles

The Apple of our Eyes: "Satisfying the Eclectic Taste!"

Fish's Eddy feeds the growing appetite for vintage, individual cookware
products as an antidote to modern mass commercialism and product
standardisation. Rather than dictate the purchase to the customer - the
number of pieces, the uniformity of the pack - Fish's Eddy's store
proposition is based around an eclectic "pic 'n; mix", an all pervasive "
mix 'n' match2 where the customer is free to select across categories,
styles, colours, periods, designs according to their own whim and
individual taste. The freedom of expression is mirrored beautifully in the
vintage props and store fittings, the wonderfully crafted messages
painted lovingly on scraps of wood, or reclaimed tin signage, and the
distressed wooden store environment which provides the perfect shell
for the wonders that spill out over it, filling every surface with intrigue
and impulse.



VM-chronicles

The Apple of our Eyes: "Rice is certainly not skin deep!"

Cast away those pungent memories of school dinner halls - the world
has changed. Scratch the surface and "rice is certainly not skin deep."
Rice to Riches takes a staple of world diet and explodes it into popular
culture with imagination, humour and a degree of good taste. Brand
communication both in the stores and on the website carries a "tone of
voice" which is fun, friendly and a little challenging at times. The
assortment offers many imaginative and, it has to be said, delicious
flavours and combinations with fruit, nuts, preserves and sauces. The
temptation to explore and experiment is irresistible. The concept is fully
coordinated across channels allowing customers to buy in store, click &
collect or have the Rice delivered to your door. Something to consider
for Valentine's Day perhaps. The brand is beautifully extended across
the format into spoons, bowls and rice accessories to maximize
completely a simple yet unique concept. Visit the Rice to Riches
experience when you're in New York and get your just desserts!!



VM-chronicles

The Apple of our Eyes: "Walking in a Fashion Wonderland!"

Forever21 has become folklore for fun and budget fashion in its native
US, and now throughout the UK, Europe and the Far East after its
recent and rapid expansion. Although its original stores were only
100sqm its concept has blossomed to become "Fashion Wonderlands" of
over 9000sqm. The vast spaces are used to create retail theatre
through the use of extravagant and extended mannequin focal points,
introducing each area with distinctive and eye-catching colour, pattern
and displays. Whilst the store has been built arrange jaw-dropping
category displays with endless racks of dresses, blouses, T-shirts,
trousers, denim and every other kind fashion apparel, the retailer has
worked hard to create outfits and silhouettes, brought together with its
individual and distinctive taste for coordination. Stand-out departments
include the accessories area with its "boutique" atmosphere and the
wonderfully extravagant fixtures with crystal chandeliers and oversized
lampshades. For the fashionista on a budget Forever21 truly represents
a "Fashion Wonderland" of unparalleled scale and extravagance.



VM-chronicles

"Beauty & the Beast!" Primark puts on a new face

You'd have had to have been on a different planet not to know that
Primark has enjoyed a sensational rise in popularity and in profit over
recent years. This success has been fuelled by the combination of
desirable, commercial product sold at unbelievable prices, representing
unbeatable value. Visual Merchandising has largely been used to
enhance the perception of value through the bold display of price heroes
and fashion image makers. The very latest fashions and “must-haves”
at incredible prices. However, lately the underlying value message has
been strengthened further with the development of more inspirational
store environments and best practice visual merchandising principles.
Mannequin displays have entered the store layout creating focal points
to departments & categories. Importantly there is now a focus on
silhouettes and outfit building, as well as the power prices we have
come to expect. Experiential branding and visual merchandising is not
just the domain of expensive product, and anyone soon to be caught up
in the “frenzy” of the new Oxford Street Aladdin’s Cave will understand.



VM-unleashed Ltd! Tim Radley
11 Moat Farm Managing Director
Royal Tunbridge Wells tim.radley@vm-unleashed.com
Kent TN2 5XG 07967 609849
UK www.vm-unleashed.com


VM Chronicles no.1 A series of extraordinary retail events

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VM Chronicles no.1 A series of extraordinary retail events