Visual Merchandising Portfolio Natalie Neal
Trainers: Amber Chiles, Jordan Couture, Elizabeth George, & Natalie Neal
Mission Statement To provide a realistic, stimulating running environment for Austin s active women through licensed trainers, a simulated running track and sustainable products.
Brand Image Run wild is a store for Austin s active women. The store will provide a realistic running environment with a simulated running track, licensed trainers, the best athletic apparel and accessories and sustainable atmosphere, which will inspire all the clients to run their best. The store will carry a variety of the finest running shoes, apparel and accessories everything the client will need to excite the active women of Austin. All Run Wild s employees will be licensed trainers ready and waiting to walk the clients through every step of the active-wear buying process. From shoe fittings to be tested on the simulated track to what type of absorbent wear is best for the client, and lastly, what accessories will be needed to make their running experience most enjoyable. Run Wild will excite the active women of Austin to get out and run wild through the city with their new active gear and the sustainable environment provided by the store.
1 2 8 Heat? No Problem, compression wear maintains body temperature & allows for breathability 7 6 3 9 Compress to De-Stress 5 Rain? No problem, compression wear is moisture wicking! 4 Team Trainers 10 Compression wear is shaped to the body to enhance performance
Description 1. The back drop will be a popular running trail with a look into the Austin skyline. 2. This represents the Run Wild shoe tread logo that will be hung in the window. 3. The rain cloud helps display the wicking, promotional function of the compression active wear. 4. The Trainers signage will be displayed as road sign that would be found on a running trail. 5. A speech bubble used to promote the wicking capability of compression wear. 6. Represents a running mannequin to best display the active wear. The mannequin will be wearing a compression sports top and compression running pants. 7. A speech bubble that will be hung to promote the breathability of the compression wear. 8. The sun that will be hung to help display the need for breathability in active wear. 9. This is the conversational signage that will be displayed by the running trail in the form of a road sign. 10. The last speech bubble, which describes the form-fitting benefit of compression wear.
Ligh,ng Floor Plan Legend: = dome Ligh,ng = Track Ligh,ng Natural Ligh,ng Natural Ligh,ng
Trend Report Technology mixed with functionality mixed with street fashion is what Run Wild s Spring 2012 active wear trend is all about. According to the knitting industry, this multi-functional active wear trend is referred to as dynamic versatility among fashion professionals, or as compression wear in laymen s terms (Haemek, 2010). What is the trend about? According to knitting industry professional, Migdal Haemek (2010), The streetwise appeal of activewear demands fabrics and textures which reinforce strength and resistance while combining breathability and moisture management ( Knitting Industry, 2010, 18). The technology and functionality of compression wear has been around since the invention of Spanx ; however has not been mixed, until now, with the active wear industry as a fashionable garment. How do you think this is appropriate for your target market and store? The basic role of compression garments for the active consumer consist of tight-fitting clothing that conforms to their body shape, performance enhancing technology and the moisture wicking functions that maintain a bodies natural temperature while working out ( Epic Self, 2009). Will the trend enhance your store image and how? The last piece to the dynamic versatility trend puzzle is all about street fashion and staying current with the colors of each season. For Spring 2012 the color trend is referred to as colorful flexibility, or the use of daring color (Haemek, 2010). The use of bright, neon colors will showcase the new trend well and draw Run Wild s consumer into the store. What categories of merchandise will carry the trend items? Run Wild will carry an array of compression active wear for Spring 2012. For example, anatomically structured running leggings, tanks, performance jackets, and sports bras. All of course, with colorful flexibility considered ( Epic Self, 2009).
References Active by old navy. (2011). Retrieved from http://oldnavy.gap.com/browse/category.do?cid=70716 Haemek, M. (2010, June 14). Knitting industry news: nilit bodyfashion & activewear trends-spring-summer 2011-2012. Retrieved from http://www.knittingindustry.com/articles/920.php Spotlight: compression wear-epic self. (2009, July 23). Retrieved from http://epicself.com/move/spotlight-compression-active-wear/ World's best body shaping active wear-how it works. (2008). Retrieved from http://www.marenaeveryday.com/whyitworks.html
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Learning Outcomes Through this course I gained knowledge and an understanding of how to visually display merchandise both in windows and throughout a store. I now feel comfortable to plan, design, and install displays to enhance a store s atmospherics from the inside out. As a member of the trainers team, I was able to gain insight to the importance of store layout, space allocation, and setting/ maximizing a budget to better the overall merchandise presentation of a store and company.