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Visual Merchandising Store Podium
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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 !!!