Visual Merchandising

Being in retail requires creativity. You must attract the attention of the consumers passing by, so that they walk in your store. Once inside, you must place your products in certain positions so that they are eager to buy it. I conducted a journal of a few stores of how they did just this. I asked myself the following questions :

  • What visually attracted you to this store?
  • What is in the store’s window display?
  • What was the window’s message to the audience?
  • Is the window display appealing?
  • Does this window represent the retail brand?

  1. Victoria’s Secret-

The visual elements that attract me to this store are the pictures the 3.99 signs! Anything that price at Victoria Secret is a steal.

The most notable aspect of the store’s window display is model holding the VS semi-annual sale bag.

The window’s overall message to the audience is that there is a big sale going on.

The display is aesthetically appealing.

This display accurately represents the Victoria Secret brand.

  1. Disney Store-

The visual elements that attract me to this store are all the happy Disney characters. My one year old laughs and gets excited at the sight of this store.

The most notable aspect of the store’s window display is costumes they have available for the children.

The window’s overall message to the audience is they are having the twice a year sale.

The display is aesthetically appealing.

This display accurately represents the Disney brand.

  1. Bath and Body Works

The visual elements that attract me to this store is that they are having the semi-annual sale! I love getting the candles half off and the body lotions for only $3.50!

The most notable aspect of the store’s window display is the big red sale sign.

The window’s overall message to the audience is they are having one of their biggest sales.

The display is aesthetically appealing.

This display accurately represents the Bath and Body Works brand.

4. Macy’s

The visual elements that attract me to this store are the beautiful summer dress on display. They look clean and fresh!

The most notable aspect of the store’s window display is the cleanliness of all the different dresses. In the summer, clutter makes people feel uneasy. Therefore a clean display makes me feel fresh and excited to walk into the store.

The window’s overall message to the audience is fresh summer dresses are here.

The display is aesthetically appealing.

This display accurately represents the Macys brand.

5. Old Navy

The visual elements that attract me to this store are the motivational message to work out.

The most notable aspect of the store’s window display is all the mannequins have work out clothes.

The window’s overall message to the audience is work out clothes is on sale just in for the beginning of summer.

The display is aesthetically appealing.

This display accurately represents the Old Navy brand.

Being in fashion has many advantages, one of them is visiting stores and studying how they display there products to attract costumers. Also called “window” shopping. I love going into stores and looking at all the beautiful products and gazing at the window displays!

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Have a wonderful Day!

Daisy CS

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Flapper Fashions

Flapper fashions have been interpreted and re-interpreted throughout the years. A designer whose clothing more accurately reflects the flapper desire for freedom, sportiness, and practicality are those of Ralph Lauren.

In Ralph Laurens collection the flapper style is more modern. It doesn’t seem to capture the freedom or protons of the flapper. It looks more sophisticated, mysterious and delicate.

In Anna Sui’s collection the flapper style is similar to the original. It captures the sportiness and the freedom. The one difference I see from the original is, that it more than a few inches above the knee. The original was knee length with small slits at the knee.

The Gucci collection is the one that gets as close to the original flapper style. It accurately reflects the flapper for its freedom, sportiness, and practicality. It is at knee length with slits at the knee. It is a bit more glamorized but it still looks extremely original.

These images are from Ralph Lauren’s collection.

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Fashion in 1910-1929

I see many elements of 1910-1919 that resemble pieces from a more recent collection.  With only a few years apart the evolution fashion is visibly drastic. With time, collections show many signs of fashion developing with new styles, cuts and accessories.

The shoes; in 1910 I notice the models are wearing pointy shoes. Another is the hats, the hats are similar and are being worn in both current and past models. The dresses from 1919 are very similar to the dresses in the most current fashion. The long tops and the long jackets are very similar in the way of the cut, the collars and the buttons. Though they are different, the main difference is the current piece has the model wearing skinny pants.

 

 

In 1929 the evolution of fashion seemed to just evolve along the lines of the long slender silhouette.

The historical pieces with the necklines, showing the V-neck and a modern one strapped dress. The flare and fringed skirts are very similar to the ones of the 1920s. Also the long slender silhouette is the same as the ones from the 1920s.

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Fashion from 1860-1909

History repeats itself. I see many elements of 1860-1899 that resemble these to piece from a more recent collection. The shape and the styling are similar to the silhouette formed by the corset in the late 1800s.

The corset to was very popular during this time and the corset gave the body a fashionable image. It created a small waist and gave a smooth curve shape to the hip area. Layered skirts was a trend during this time. The layered skirts gave the illusion of the women floating on clouds, like a dream.

In 1860-1899 the colors used are light. The green is a light dark green, with its pigments not as strong as the ones used on the in the bright yellow from todays fashion. Another difference is in the late 1800s they mainly used one to two colors, now they mix in three or more colors to make apiece more aesthetically appealing.

 

In the early 1900s big hair was in and in the pictures of today the models are displaying big hair, it is part of the outfit.

The current pieces are similar to the historic pieces with the hair, the colors and the hats worn. They are also different by the use of diverse fabrics and colors in the outfits. Also the models of now are flaunting dramatic makeup. They are also showing their legs, which at this point in time was in so many ways not appropriate.

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Daisy CS

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Paid Advertising Ethics

There are several branches in business. In my opinion the most important is the business codes of conduct and the fair or unfair treatment of production workers.

Paid advertising and commentary is getting more complicated since social media and fashion blogs are becoming a place to comment and review products. Making sure the truth is advertised and letting the consumer know that it is a paid advertisement is the Federal Trade Commissions duty.

Lord and Taylor where charged by the Federal Trade Commission for paying fashion bloggers to comment on a dress from a private collection. The post the the bloggers created where pre-approved before they were able to post it. The bloggers didn’t mention in their reviews that they were paid or that they received the item for free.

The verdict is that Lord and Taylor must have the independent bloggers clearly mention that they are getting payed for the social-media mentions.

Before reading this article, I had no idea that this was unethical. I see tons of product mentions on Instagram and I haven’t seen any of them disclose that they got the items for free or that they are getting paid. It makes lots of since now how failing to mention this would attract and deceive many consumers. I personally would want to try something, someone has tried and has given great reviews about it. I think the fine line between advertising and commentary is going to get stricter do to the massive amounts of reviews being put out on the web.

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Have a wonderful Day!

Daisy CS

 

 
Resources
1. Lord & Taylor Cited for Not Disclosing Payments to Fashion Bloggers
2. https://www.apparelnews.net/news/2016/apr/21/lord-taylor-accused-paying-bloggers-write-about-cl/

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LA TEXTILE

This is a Textile Show (LA TEXTILE) the West Coast destination for textile, design & production resources from around the globe.

They will be showcasing hundreds of international fabric collections and design services, the caliber of resources and fashion direction is presented with West Coast’s Contemporary & Lifestyle.

The show will be February 27- March 1st in LA. I have included the link to the website if you would like more information. The have options for writers, designers, buyers and much more! I will be attending the show on the 28th of this month. I am so excited!

Here is the link to the website for more information:

http://www.californiamarketcenter.com/latextile/about.php

Hope to see you there!

Daisy CS

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The Dark Side of Fashion

As a designer you must be aware of the dark side of fashion. As to any position, there is a dark side. Counterfeit fashion goods is one of the biggest, they are illegal. They are non-taxed goods which means less money to the local governments which means less funding to government programs. Knock offs are usually ran by some kind of underground black market activity, or some kind of organized crime which most likely violates human rights in every way where child and factory workers are exploited and are treated like slaves.

Southern California clothing factory’s general manager was found guilty. He bribed a labor inspector to close an investigation that was being conducted. The investigation was in regards to back wages owed to the factory workers. The manager offered the investigator $10,000 to close the case. Upon further investigation the company was found owing $100,000 in back wages to its employees.

It is hard when companies don’t appreciate there employees. Many times they end up sinking the company due to lack of employee value. If an employee feels valued often times they work harder for the company. They give it their best and they are happy to go to work and dedicate their time to the success of the company.

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Have a wonderful Day!

Daisy CS

 

Resources
1. Garment Factory Manager Found Guilty of Offering Bribe to Labor Inspector
2.https://www.apparelnews.net/news/2016/apr/28/garment-factory-manager-found-guilty-offering-brib/

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Tariffs for Importing and Exporting Fashion

What are tariffs?

Tariff is a tax or duty to be paid on a particular class of imports or exports.
As a fashion designer it is important to know what a tariff is. If you are having your items made in China or India, this includes you. When having items made over seas you have to pay hire taxes or a fee also known as a tariff. It has been an issue lingering that the raise of tariffs needs to happen. Some argue that it is for the sake of our country to flourish and to create more jobs. Others disagree. It is vital that you form your own opinion on this and do so by T both sides of the argument.

The raise of tariffs must be approved by congress. It was brought up by the 12-member Trans-Pacific Partnership at nation’s largest free-trade agreement. Going overseas to produce products that are sold in the US is financially cheaper for the consumer and the companies selling the merchandise. The cost of labor in other countries is in many cases extremely lower than in the U.S. This has cased many businesses to go overseas to find the most affordable deals. The rise of tariffs will definitely increase the prices on the products that are being brought from overseas.

I think that raising the tariffs is a good idea. The products being brought in are already at extremely low prices and sold for really high profits. Raising the tariffs will encourage many companies to produce their products locally. This can be a great thing for our economy. This will create hundreds of new jobs and it will encourage more local designers to get creative with the production. Many companies will have to look for alternatives for fabrics and designs due to the cost. I think that this would be a great opportunity for new ideas and it will force many to think outside the box.

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Have a wonderful Day!

Daisy CS

 

Resource

1. What Consequences Would Raising Tariffs Have on the Apparel Industry?

2.https://www.apparelnews.net/news/2016/mar/31/what-consequences-would-raising-tariffs-have-appar/

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Competitor Challenges

Assume you are a large retailer in Los Angels. In your private label line you sell a women’s 100% silk trouser that is made in China. Your retail price is $148.00. Down the street a smaller retail store is selling an identical trouser for $138.00. You find out that their trouser is made in Mexico.

How would you meet this price challenge since your competitor is selling the trousers for less?

 
As a designer, you are faced with many challenges like this. Not to mention knockoffs and other product stealing methods!
It is a tough market! Competitors left and right with prices that are sometimes jaw dropping. If I were in a situation were a competitor is selling the same product I am selling for a cheaper price, I would try to negotiate with my contractor to see if we can get our price from them down. If I can get my contractor to give me a better price, then I can lower mine to stay updated with the prices going on around the market. Renegotiating with a contractor can also have its positive side, I might be able to get a much lower price on my product which will give me the upper hand verses the competition

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Daisy CS

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Quality Assurance for Fashion Apparel

As a designer, you must assure that you will maintain the quality of your own line. You can do so by putting your products through a series of test. You can find out the different type of test by going on to the ASTM and AATCC websites. Here you will find the different types of test available to the designer.

For my collection I would do the AATCC TM84-2011, Electrical Resistance of Yarns test. This test is used to establish the electrical resistance in the yarns. Yarn accumulates electrical charges and it varies on the electric resistance of the yarn. I would conduct this test on the lightweight wool crepe ankle pants.

This second test I would do on my entire collection is the AATCC TM104-2014, Colorfastness to Water Spotting. This is designed to determine the resistance of water spotting on the fabric. I think this is extremely important in high quality items. I sprayed perfume on one of my favorite blouses and it left the water spots on my shirt! I was so upset because it made my shirt look dirty. Thanks to this class, I know that this is one test they didn’t conduct.

If a customer is paying good money for clothing, they expect good quality. I would assign an inspector to inspect each piece to maintain the high quality for my brand. This will insure that someone approved the products before they hit the racks.

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Have a wonderful Day!

Daisy CS

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