A brand's visual expression
OVERVIEW
Retail industry pioneer—Shoppers Stop, revamped their logo and brand image to be aligned to their bridge-to-luxury position. There was a need to upgrade their visual presentation standards, especially the mannequins, to be in keeping with their strategy and new positioning.
Retail industry pioneer—Shoppers Stop, revamped their logo and brand image to be aligned to their bridge-to-luxury position. There was a need to upgrade their visual presentation standards, especially the mannequins, to be in keeping with their strategy and new positioning.
CHALLENGES
This project involved a massive make-over of mannequins, altering brand perception, global research, sourcing,negotiation and financial management.
This project involved a massive make-over of mannequins, altering brand perception, global research, sourcing,negotiation and financial management.
APPROACH
Detailed information was collated on the existing mannequins and the styles that to be retained or discarded. Simultaneously global suppliers were researched within the budgetary precincts. An international supplier was selected on the basis of their ability to manufacture the quantities required in the given time frame, cost effectiveness and ability to customize a range as per the requirement. Mannequins were selected as per their attitude required to compliment the product lines. Sizes and specifications for every pose followed, garment trials, cluster grouping, makeup and wig selection, no detail was too small to be overlooked. Some mannequins were re-sculpted to fit the criteria.
Detailed information was collated on the existing mannequins and the styles that to be retained or discarded. Simultaneously global suppliers were researched within the budgetary precincts. An international supplier was selected on the basis of their ability to manufacture the quantities required in the given time frame, cost effectiveness and ability to customize a range as per the requirement. Mannequins were selected as per their attitude required to compliment the product lines. Sizes and specifications for every pose followed, garment trials, cluster grouping, makeup and wig selection, no detail was too small to be overlooked. Some mannequins were re-sculpted to fit the criteria.
The initial order of over 1500 mannequins and forms was placed, coordinated and delivered as per schedule. The entire project spanned over five to six months and led to a considerable cost saving for the company under certain import duty laws.
This project was done in the capacity of a Category Visual Merchandiser at Shoppers Stop
