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Galeries Lafayette Accessories Merchandising
- 1. Galeries Lafayette Montparnasse Accessories Layout Plan Proposal
- 2. OBJECTIVE Create a new Visual Identity Strategy for Accessories sector
- 4. Current Issue with Store • Lack of organization • To many visual distractions (through posters) • Weak entry display that blocks the view to the rest of the store • Unclear message shown through dressing the mannequin • Because of the busyness of the ceiling and pipes the floor and visual display needs to be kept simple and clutter free • The space is not well defined, there is no clear defined pathways • Lack of mirrors
- 9. Product Categories We want to maintain the current Galeries Lafayette Layout. The arrangement of the each accessories zone will be grouped together according to price range.
- 10. BAGS
- 11. TEXTILE
- 12. MAROQUINERIE
- 13. SUNGLASSES
- 14. OUR INTENTION • We want to make the layout simple, clean and impactful. • The current layout is heavy and crowded and does not help the customer understand the classification of product range. • Our intention is to re-organize the store and help clarify the brand image and offerings of Galeries Lafayette, Montparnasse. • We would like the displays to be economically reasonable. • The layout that we propose is to launch the new collection for spring/summer 2010, focusing on the products produced by Galeries Lafayette own brand.
- 15. New Concept: ESCAPISM We want to portray a feeling of a breath of fresh air and freedom, to engage the customer to think about weekend getaways and summer which is approaching. Think about the store as an escape from the daily routine, forget about work, and enjoy a comfortable shopping experience.
- 16. CONCEPT BOARD
- 17. MOOD BOARD
- 18. EXPLAIN CONCEPT • The birds symbolize the freedom of spring and summer and give the feeling of free time and weekend getaways. • e want the customer to think of their shopping experience at Galeries W Lafayette as a moment of release and enjoyment. (Just like going on a weekend trip to the countryside). • The materials we plan on using to cover the tables are burlap, which relates to the natural environment and to our concept of Escapism. • The accessories will be displayed in and around the bird cages which are hanging from the ceiling and lay on the table. • Scarves and small textiles will be hanging from the mouth and claws of the birds.
- 19. MANNEQUINS • We plan on using two realistic mannequins in the entry way to frame the main table in the “placette.” • Throughout the rest of the accessories department we will use stylistic mannequins. They will be full body, head, and torso mannequins to display the hats, scarves, etc.
- 21. SKETCHES
- 23. REALISTIC SKETCH
- 24. REALISTIC SKETCH
- 30. PROJECTED BUDGET Item Quanitity Price Per one Total Price Burlap 20 meters 3,30 per meter 66,00 Bird Cages 13 40 per cage 520,00 Fake Birds 150 0,50 per bird 75,00 Background Print 2 200 400 Total Price 1.061 Price Per Meter Squar 17,70 (60 meters)
- 31. Galeries Lafayette Montparnasse Project Members Brice Fontaine: bricefontaine5@gmail.com Danielle Guttman: guttmandanielle@gmail.com Caroline Maertens G: carolinamaertens@yahoo.com Jennifer Heal: healj693@newschool.edu Claudia Vitarelli: sancacla@virgilio.it