Leonie Jackson - JAC13406463

VM GUIDELINES: YMC IN LIBERTY LONDON

CONTENTS

- Introduction - The Brief - The Brand - The Customer - Pop-up Strategy - Inspiration - Location - The Concept - Material Palette - Left Fixture Spec. - Right Fixture Spec. - Centre Fixture Spec. - Wall Unit Spec. - Floor Placement - Product Zones - Product Placement

INTRODUCTIONThis guideline will introduce and inform, how to

effective implement the new YMC pop up shop in Liberty London.

It will explain the YMC brand, their customer and consider the current seasons collection.

Current visual merchandising trends as well as the images and textures which have inspired the

concept are included to enable a true understanding for the pop up store.

The guidelines include instructions as to where to place the pop-up with in liberty, once the individual

elements have been produced as per the specifications.

The guide also includes directions for product placement, and product display techniques to be

used within the concept once it has been placed in store.

THE BRIEF

To design a pop up store for Liberty of London, to temporarily transform the retail experience and journey of existing customers. You will determine the product adjacencies, zoning, fixture and interior design of you pop-up store.

THE BRAND

The man who ‘designed American’ and the father of industrial design, Raymond Loewy, famously said when asked what he saw in the future for design: “You must create your own design and style”. It is this philosophy that is the inspiration and driving force behind the brand. The name, YMC, stands for ‘You Must Create’ and this ethos is maintained in the label’s collections. YMC do not follow current trends or styles, but instead focus on creating stylish, functional and modern clothing for men and women, allowing the product (rather than the marketing), to speak for the brand.

THE CUSTOMER

“… I’d like to think our customer is someone with a real sense of their own style.” – Fraser Moss

THE POP UP STRATEGY

A pop-up is a shop, a restaurant, a collection of shops, or an event that opens in a temporary location and is intended to operate for a short period of time. Consumers expect that the pop-up shopping experience will be unique — different from the average brick-and-mortar visit.

INSPIRATION

Looking at the curves and waves in the architectural structures, such as railway stations and bridges.

Observation how natural, feminine curved shapes, can create a large, strong structure.

THE LOCATION

The location is represented by the pink square on the small image

The pop up will be located on the denim casual floor in Liberty London on Regent

Street.

Its specific location will be in the current YMC space, at the back of the room when

entering from the main staircase of the store, coming up from the jewellery floor.

THE CONCEPT

THE MATERIALS

Fixture: Formica Collection Woods: F8841 Colour: White Ash

Flooring: Plywood with a vinyl Finish: Van Gogh - Lancewood VGW44T Colour: Mid Brown

Carpet on Floor: New Shapes Cambridge 50F: Cam50F NS Colour: Bright Blue

Glass for Shelving: 4mm Tinted Grey Toughened

Rails Between Fixtures: 30mm diameter, round steel tube, chrome plated

Slimline Ledge 22 Lightbox - 63.9mm x 63.9mm

LEFT FIXTURE SPECIFICATION

Left hand fixture. Rail is shop-able from both sides. Shelving unit provides surface for fold down and accessory display

RIGHT FIXTURE SPECIFICATION

Right hand fixture, Like the left-hand fixture, this is shop-able from both sides. It doesn't feature the shelve but has a cross-bar providing two face-outs for key pieces

CENTRE FIXTURE SPECIFICATION

The centre fixture, creates a focal point for the concept. It has 2 glass shelves, providing space for fold down and accessories / shoes

WALL UNIT SPECIFICATION

This unit creates a focal point against the back wall of the pop-up store, whilst also providing a destination zone for the shopper.

FIXTURE PLACEMENT

The floor plan, with no fixtures, showing position of the carpet in the spacePositioning of each fixture within the space

Right

Left

*Arrow indicates main point of entry

PRODUCT ZONES

A c c e s s o r y Destination Zone

R -T -W Collection

Focal Point

PRODUCT PLACEMENT

E x a m p l e o f h o w accessories, shoes and fold down knits should be displayed on within the fixtures.

Products should be displayed on levels of one, except for fold down knits should be on twos. Key pieces / bestsellers should be displayed on the face-outs in key sight lines for the customer. Options should be placed in the rail with outfits in mind.