Designing and Visual Merchandising Activity Paper
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
Designing and Visual Merchandising Activity Paper
Brief:
For a fashion retailer of your choice undertake an analysis of its current and potential store design and visual merchandising activity. Ensure that you make appropriate use of the relevant theory and industry sources to underpin your analysis. You should choose a retailer that you can access as store visits are a requirement of this task. Please note, for the purposes of this assessment, your retailer of choice MUST have a physical and multi-channel presence. It is strongly recommended that you include images to support your review of your retailer and / or of key trends.
Submission details: Week 12, no later than 13.00 Friday 10th May. Friday,. Digital copies are to be submitted via Blackboard. If you experience difficulties in submitting your work you should take a screen shot and inform the unit co-ordinator immediately. In such cases, you are also advised to submit a copy of your work to the unit co-ordinator via e-mail to ensure that the work is submitted within the specified time frame.
A guide to mark banding characteristics, ranging from fail to excellent, will be available on Blackboard.
Engagement with the Brief
Any general questions regarding the brief must be presented no later than week 6. By this stage you will have had adequate time to read, reflect upon and digest the assessment brief and subsequently raise any issues about which you are unclear.
Engagement with the Assessment
Staff on this unit will not offer guidance on the coursework during the week of submission.
There are four key dimensions to this assessment; you are expected to address all of these. They are as follows:
Focus Dimensions Notional Value a) Provide a critical review of the current store design and visual merchandising activities for your chosen brand.
You may wish to consider the following elements:
Consumer journey from windows to till
Ease of orientation / navigation
Quality of VM
Intensity of VM
Appropriateness of environment and VM to brand
Appropriateness of environment and VM to level
Materials usage
Layout and adjacencies
Product handling
Store evolution
Across store consistency
40% b) Review the relationship between the in-store environment and the other channel retail activities (consider for example digital, catalogue, direct mail).
You may wish to consider the following elements:
Brand consistency
Experience
Augmentation
Integration
Synchronicity
Distinctiveness
20% c) Identify trends in-store design and visual merchandising.
You may wish to consider:
Aspirational trends – looking upwards for ideas
Horizontal trends – looking across for ideas
Beyond the sector trends – looking outside of the sector for ideas (e.g. food retailing, automotive retailing, recreation such as pubs, clubs and restaurants)
Technological trends – digitalisation
Trends can be sources from your own observations and / or relevant reading. Evidence must be provided in all cases.
20% d) Explain how these could be used to shape and enhance the current presentation / experience of your chosen retailer. You must consider brand appropriateness. 20%
This assessment is presented in a manner that requires you to format your own structure; marking therefore takes an holistic view and considers the work in its totality. The weightings above are provided as a notional guide with respect to where you should place your general emphasis. You must, however, attend to each of the components. The suggested issues for consideration are not exhaustive but are simply a prompt to trigger appropriate and relevant thinking. You are, however, encouraged to approach this work with in a way that demonstrates originality and personality.
With respect to structure, there is a natural and progressive flow to the outline above. You are, however free to develop and evolve the submission in a manner that best suits your personal approach, your way of thinking / communicating and one which allows you to present the best possible consideration of your chosen brand.
Some points to note:
Most previous students found the word count challenging (it is based upon a standard 10 credit unit), you are therefore encouraged to develop strategies that enable you present the greatest amount of information in the fewest words. Consider, for example, using tables to provide or summarise information, appendices (although use with cautions as these supports of the main text not substitutes for the main text), models instead of narrative, images, floor or mat plans, timelines that map out changes in store.
You are expected to introduce the brand for context purposes; this will NOT be included in the word count. In line with the normal conventions, cover page, references (Harvard style), appendices, tables, etc., ARE NOT included in the word count.
Assessment support is available on a request basis. Please note – feedback is not available on draft submissions. You should ask specific questions that will help progress or enhance your work.
After week 6, general questions on the assessment will not be responded to; by this point you should be clear as to the requirements of the brief. You are therefore strongly advised to read and reflect upon the brief early in the schedule in order to familiarise yourself with it and to give you a timely opportunity to raise any issues about which you are unclear or uncertain.