Visual Merchadising Podium

BY MARIA ESTEGNEEVA & TANYA DOBREVSKABY MARIA ESTEGNEEVA & TANYA DOBREVSKA

PODIUMPODIUM

EXPENSIVEEXPENSIVE

POSHPOSH

DIFFERENTDIFFERENT

STATUSSTATUS

PODIUM BRAND IMAGEPODIUM BRAND IMAGE PODIUM BRAND VALUESPODIUM BRAND VALUES

QUALITYQUALITY

TRUSTTRUST

LOYALTYLOYALTY

PRODUCTSPRODUCTS

PRINTSPRINTS

600 euros600 euros

499 euros499 euros

399 euros

1980 euroseuros

LEATHERLEATHER

LACELACE

550 euros550 euros450 euro450 euro

150 euro150 euro

950 euros950 euros

750 euros750 euros

FLOWERSFLOWERS

GREEK ROMAN INFLUENCEGREEK ROMAN INFLUENCE

FLUIDITYFLUIDITY

1550 euros1550 euros

1750 euros1750 euros

500 euros500 euros

500 euros500 euros

STREGHTS & WEAKNESSESSTREGHTS & WEAKNESSES

EXCUSIVE STYLEEXCUSIVE STYLE

HUGE TREND IN HUGE TREND IN EASTERNEASTERNCOUNTRIESCOUNTRIES

BEST QUALITYBEST QUALITY

WIDE TARGETWIDE TARGET

STRONGERSTRONGERINTERACTION WITH INTERACTION WITH CONSUMERSCONSUMERS

NEW ON THE MARKETNEW ON THE MARKET

NOT SUFFICIENT NOT SUFFICIENT PENETRATIONPENETRATION

NOT ENOUGH NOT ENOUGH RECOGNITIONRECOGNITION

COMPETITORS: COMPETITORS:

ROBERTO CAVALII ROBERTO CAVALII VERSACE VERSACE D&GD&G

TARGETTARGET

CUSTOMER PROFILE WOMEN AGE: 19 – 25 AGE: 19 – 25

● BORN TO SHOP

● HIGH INCOME

● NO RESPOSIBILITIES

● HOBBIES: HOBBIES:

PARTIES

NIGHT LIFE

SHOPPING

MUSIC

MAGAZINES

TRAVELING

CUSTOMER PROFILE WOMEN AGE: 19 – 25 AGE: 19 – 25

● SHOPPING DRIVERS: TRENDS & PRICES

● TYPE OF BUYING: IMPULSIVE

● TYPE OF SERVICE: ATTENDED

CUSTOMER PROFILE WOMEN AGE: 25 -35AGE: 25 -35

● ENTER THE WORLD OF RESPONSIBILITIES

● HIGH INCOME

● CHANGE & MIX

STYLES

● HOBBIES:HOBBIES:

SPA

TENNIS

PARTIES

SHOPPING

THEATRE

SPEND TIME WITH FRIENDS

CUSTOMER PROFILE WOMEN AGE: 25 -35AGE: 25 -35

● SHOPPING DRIVERS: PRICE & DESIGN & QUALITY

● TYPE OF BUYING: IMPULSIVE & RATIONAL

● TYPE OF SERVICE: ATTENDED

CELEBIRITY BRAND IMAGECELEBIRITY BRAND IMAGE

● Russia● Janna Friske● Singer, movie actress

CELEBRITY BRAND IMAGECELEBRITY BRAND IMAGE

● Bulgaria● Aleks Raeva● Singer, movie actress

LOCATIONLOCATION

● EASTERN COUNTRIESEASTERN COUNTRIES

● COUNTRIES: RUSSIA & BULGARIACOUNTRIES: RUSSIA & BULGARIA

● CAPITALS: MOSCOW & SOFIACAPITALS: MOSCOW & SOFIA

PETROVKA STREETPETROVKA STREET VITOSHKA STREETVITOSHKA STREET

M eas uresM eas ures

• 150 m2• 1 floor• old building

M us icM us ic

MUSICMUSIC

http://www.youtube.com/watch?v=KPRxoncWiSA&feature=related

http://www.youtube.com/watch?v=49vjfObVdcY

S ta ff uniformS ta ff uniform

ATM OS PHE R EATM OS PHE R E

Interior des ig n ins pirationsInterior des ig n ins pirations

Interior des ig nInterior des ig n• C OLOR S : g old black w hite purpleC OLOR S : g old black w hite purple

1/21/10

Interior des ig nInterior des ig n

C eiling / FloorC eiling / Floor

Furniture ins pirationsFurniture ins pirations

FurnitureFurniture

• Furniture items : s ofa , a rmcha ir, table, Furniture items : s ofa , a rmcha ir, table,

hug e m irror, c urta ins .hug e m irror, c urta ins .

FurnitureFurniture• Prints on the wa lls and ta bles w ith ac c es s ories and Prints on the wa lls and ta bles w ith ac c es s ories and

s ma ll deta ils w iths ma ll deta ils w ith ornamentsornaments

M annequinsM annequins

(2) mannequins ins ide the s tore(2) mannequins ins ide the s tore

M OS TLY in w indow s dis playM OS TLY in w indow s dis play

W indow s dis play – C ompos ition 1W indow s dis play – C ompos ition 1

Window display Composition 2Window display Composition 2

W indow s dis playW indow s dis play

C ompos ition 3 C ompos ition 3

Queen S a lesQueen S a les

W indow s dis play s ummer 2010W indow s dis play s ummer 2010

Ins piration: Anc ient G reec e and RomeIns piration: Anc ient G reec e and Rome

W indow s dis play: furniture and dec orationsW indow s dis play: furniture and dec orations

Window s dis play: C ompos itionWindow s dis play: C ompos ition

M erchandis ing s trateg yM erchandis ing s trateg y

W indow s dis play s hould be chang ed 7 times per year.

There w ill be only one g arment s ize dis played.

G arments on the latera l dis play a re expos ed w ith c erta in s pac e between them.

A ppropriate atmos phere ins ide the s tore.

THANK YOU !!!THANK YOU !!!