Caitlyn Nicole Appleton

Visual Merchandising Fashion Promotion at UCLan

[visualmerchandisingbrief]

& Other Stories Window Display- Final Outcome

Here are my two final displays, they are pretty much the same however one is showing the display in daylight and the other in the dark. I really enjoyed this project particularly the format of presentation of the blog as it allowed me to work more methodically and express my creative processes in a more logical manor. I have found out a-lot of information with regards to the fast fashion industry and how much damage fashion is having on the environment. It has already made me think more before making new purchases and helped me realise how easy it can be to try to become more sustainable and ethical with my choices. 

[visualmerchandisingbrief]

& Other Stories Window Display- Final Outcome Process

I began with the image of the & Other Stories shop front which I straightened. I then took away the central beam of the window to create one large window to focus my display ideas. Next I masked out the window to create my workspace. 

Next I found an image of the inside of an & Other Stories shop and filled it in to the door and window. I added a blurred white on top to create the look of frosted glass. 

Here I created a composite of images to create depth to the window display design. I used a number of shades of blue after drawing inspiration from the Pantone colour of the year 2021, Aqua. In the background there is a larger screen which will show a light image display of moving water. I have then added layers of blue toned acetate at different stages between the window and the screen display. To give a more realistic look and add to the depth of the window I included a shape layer to create a floor space. Throughout the display there is a projection of refracted lighting to emulate the waves of the ocean in the style of the ‘Raytrace’ installation shown at Milan Design Week. 

In between the layers of blue toned acetate I have placed vector illustrations to stimulate mannequins. they are specifically placed in yoga positions due to the activewear collection that is being displayed. The mannequins are shown to be wearing pieces of the collection which are directly influenced by the sprig summer 2021 print tends of mottled dye and watercolour washes. The garments are all created from Lyocell which uses less water than other materials such as cotton to create. They are natural tones to fit in with the style of & Other Stories previous collections. These mannequins will be utilised in the augmented reality experience as they will come to life and display the collection in movement. 

To link the window display more directly with & Other Stories I have included spotlights overhead. this will give a dramatic lighting effect in the dark, drawing attention to the mannequins on display and also creating an ambient mood.

In the left hand corner I have used a recognisable & Other Stories font to outline the theme of the window display. I have used a hashtag relating to World Water Day 2021 theme ‘Valuing Water’ to increase social media coverage and spread awareness of the collection. In the same font I have highlighted three key words related to the collection showing the effectiveness of the activewear in a visually engaging way. In the top right corner I have used the same circle style sticker to add key information telling the potential customer about the donation to WaterAid charity included if they make a purchase. I included the logo of the charity to hopefully make it stand out. The slogan added at the bottom of the window is short sharp and well considered. ‘Saving water to save our future’ addresses the customer whilst simultaneously making them feel included within the ethos of the campaign and encourages them to get involved. I have used the key & Other Stories font to keep on brand however I have added a warped effect to make the slogan look as if it is floating on water. 

Finally I have added the QR code to the window as a way to involve the consumer at safe distance due to to the ongoing affects of COVID-19. This QR code can be scanned on a smartphone camera as prompted to open a Linktree. This will allow the user to select to view the AR incorporated into the display or alternatively direct them to information regarding the campaign and collection, the World Water Day webpage or the WaterAid webpage. The AR display would see the mannequins transform into moving bodies displaying the clothes in a really unique and visually intriguing way. To give the display a more realistic feel I added a minor reflection to the window as if it it was being displayed on a real high-street. 

[visualmerchandisingbrief]

QR Code Application

As a side idea to the window display, I wanted to include a QR code to the garments of the activewear collection. This is to further inform the customers on the collection. Scanning the QR code on the label will give extra information on the garments, the process of them being created and the impact the fashion industry is having on water. I created this Qr code of the World Water Day webpage. Then I went on to create the label on photoshop using an image I found on a stock image website called Unsplash. 

[visualmerchandisingbrief]

Window Display- Leading Phrase

Most campaigns feature a slogan to grab customers attention and is a snappy effective way explain the message behind the campaign. I want to incorporate the idea of saving and valuing water and the impacts not doing so will have on our future as this is the premise of world water day 2021.  Here are a few ideas I came up with:

- Valuing water for our future

- Liquid lifespan

- Smart clothing for a smart future

- Save water, save the world

- Saving water to save our future

- Make a splash

[visualmerchandisingbrief]

Store Front

I found these two images of the & Other Stories store front online. I love the shop in the first image as the building is grand and looks very spacious. However, I am going to use the second image as the basic store front to create my window display design as it is face on. As I only want to do one window design, I am planning to edit the image so it only features one large window. 

[visualmerchandisingbrief]

Window Display- Design Ideas

Here are some sketches of ideas I came up with for the window display design. This gives me a variety of starting points to play around with and to ultimately see what works best. The main focal point of the display will be mannequins to display the activewear. I then would like to add a digital screen in the background of the display showing moving water. I wanted this design to be really different compared to how & Other Stories usual window displays so that it is eye-catching and draws attention to the cause.  

[visualmerchandisingbrief]

& Other Stories- Fonts

I used adobe fonts to find the fonts that & Other Stories use within all their branding. I will use these fonts on my window display to keep on brand with the store. I really like how simplistic these fonts are and how well they work together. Using a larger bolder font against a finer fonts allows the text to really stand out. 

[visualmerchandisingbrief]

Colour Palettes

These colour palettes will be helpful when putting together my window display as they show the different variations of ‘Aqua’ and complementing colours. I used the website Coolers to find the majority of these. 

[visualmerchandisingbrief]

Window Display- Links To Trend Forecasting In 2021

With my ideas for this window display I have brought together the key colour for 2021 Aqua and the visual merchandising concept of TransForm. Within my window display I will play with transparency and different lighting techniques to give a glowing-look, similar to that of the ocean. The collection itself being promoted is all about natural elements and materials and will feature patterns such as marbled effects representing fluidity and movement. 

An electric shade of blue called AI Aqua will come to the fore in fashion, tech and interiors in 2021 according to trend forecasting service WGSN. Announced this week, the colour is described by the brand as a "positive" hue, that is "both sporty and trend-forward".

https://www.dezeen.com/2019/03/14/a-i-aqua-wsgn-colour-2021/#:~:text=An%20electric%20shade%20of%20blue,sporty%20and%20trend%2Dforward%22.

This links really well to the collection being activewear as the colour Aqua is described as sporty. The colour is also ideal for the target demographic of & Other Stories due to it appealing to a youth market who like to make subtle statements within their clothing. It can also be created with environmentally friendly bright dyes as many brands have done before. 

[visualmerchandisingbrief]

Don't make waste, wear it. Girlfriend Collective makes activewear out of recycled materials because trash looks better on you than it does polluting the planet.

I came across this brand who create sustainable and ethical activewear. Girlfriend Collective's motto is "Don't Make Waste, Wear It," because every bra and legging in their line of comfortable activewear is made from recycled fabrics. Each pair of their vibrant leggings is made from 25 recycled post-consumer water bottles. The brand partners with ECONYL, to clean up oceans and turns that waste into LITE, the lightweight fabric used in their designs.

[visualmerchandisingbrief]

Sustainable sportswear - Some of the best fabrics to use.

Looking to source sustainable or environmentally friendly sportswear. We work with many different options from Merino, recycled polyester, Tencel, Bamboo and Hemp to create sportswear that is free from synthetic retro chemicals. Read more about the options available to produce eco sportswear.

Lyocell Technology- Tencel

Researching into sustainable materials to use for an activewear collection, I came across this article. It has really informed me just how damaging creating materials can be for the environment. In particular this part of the article is what has informed me on hat materials the collection will include and how they have less of an impact on water. 

Bamboo and Hemp are traditional fibres substitute cotton and are more ethically produced than cotton. Bamboo is fast very growing fibre without the need for insecticides and pesticides and also does not require replanting. Bamboo can also be transformed easily into yarn without the need for huge amounts of water and contains natural moisture-wicking properties making it more ideal for high aerobic activities. 

Bamboo usually produced a soft hand feel however, the development of bamboo into soft yarn is a long process in which bamboo often passes through a heavy chemical process. One example of chemically processed bamboo is the material called Bamboo Rayon. The chemical process is commonly used to turn bamboo fibres into soft handle, silk-like material. Some fabric mills have started to use lyocell technology (brand name TENCEL®) to transform bamboo into a soft textile without the use of so many chemicals. 

Tencel™, the sustainably sourced natural wood-based fibre. This durable and easy to care material is also soft, breathable, lightweight and gentle against the body. Tencel™ has amazing properties with the balance of softness and great supporting compression. Made from the natural cellulose found in eucalyptus wood pulp. The fibre is economical in its use of energy and natural resources and is fully biodegradable.

[visualmerchandisingbrief]

& Other Stories- Display Idea

‘Bringing everything she can wear into one place’ is something & other stories are striving to. 

Providing fashion beauty and accessories for women with styles from masculine and tailored to feminine and chic, the brand keeps timeless designs on sale and strays from trends. With the core aim of appealing to women who are clear about their personal style, & Other Stories provide a wide range of products that customers can have fun with. They provide luxury on the high-street with both their brands quirky minimalistic style and products with style and quality being key. Their creative nature is also followed on their social media.  

With their target audience generally being females with a sense of fun and creativity, there is no particular style followed by the target audience other than originality and keeping updated with the online world. Influenced by social media & Other Stories is aimed at those who are confident within their own personal style.

With all this in mind, I am going to base my window display around a campaign to do with a new collection of activewear made from lyocell technology which uses less water to produce. It will launch on World Water day and a percentage of the sales will go towards WaterAid’s Supply Chains Program, helping with sustainable water within the fashion industry. The window display will feature the collection and it will also involve a QR code directing to a Linktree, this will then allow the user to select to view the AR incorporated into the window display or alternatively direct them to information surrounding the collection, the Word Water Day webpage or the WaterAid webpage. The labels of the collection will also involve the QR code to give extra information on the garments, the process of it being created and the impact the fashion industry is having on water. 

[visualmerchandisingbrief]

Meet five of the world's leading sustainability organisations driving the fashion industry towards a more ethical future.

I found this page really interesting whilst researching into sustainability changes within the fashion industry. There are now so many groups and brands helping towards creating a more ethical and sustainable future.

[visualmerchandisingbrief]

Wastewater: fashion's grotesk sustainability problem

The water volume consumed by the fashion industry in 2017 was nearly 79 billion cubic meters, enough to fill 32 million Olympic-size swimming pools. Nearly 20 percent of global waste water is produced by the fashion industry. That figure

Cotton Production Has The Largest Water Footprint

I have learnt a-lot about waste water in the fashion industry from this article. It is anticipated that water use will increase by 50 percent by 2030. Some of the main cotton-producing countries such as China and India are located in areas that are already suffering from high or medium to high levels of water stress. 

The most significant water use happens during the production of raw materials such as in cotton. Washing clothes can also have a detrimental effect on the environment, especially due to synthetic materials like polyester that contain plastic fibres which break down and can make their way to oceans and harm marine wildlife.

‘60 percent of materials used by the industry are plastic fibres and the equivalent of 50 billion plastic bottles are leaked into the ocean through garment wash every year’

‘The fashion industry should design clothes with end of use in mind by integrating recyclable materials, such as lyocell, a fibre made from biodegradable wood pulp’

[visualmerchandisingbrief]

Water and Fashion

Collective action on textiles and apparel supply chains by WaterAid and WWF supported by HSBC represents integrated responses to the environmental and social issues

Charities Helping Water Sustainability Within The Fashion Industry

These organisations have all come together after seeing the impact the fashion industry is having on water round the world. 

HSBC, WaterAid and WWF came together to support sustainable water and supply chains in the apparel industry. They are now supporting garment factories, tanneries and mills in China, India, Vietnam and Bangladesh to shift towards sustainability.

WaterAid with funding from HSBC have launched a 3-year Sustainable Supply Chains Programme. This aims to deliver essential water and sanitation services in apparel factories and nearby communities in Bangladesh and India, reaching over 11,000 people.

This is a great way those more fortunate from different industries have come together for the same cause.

[visualmerchandisingbrief]

“The cost of our success is the exhaustion of natural resources, leading to energy crises, climate change, pollution, and the destruction of our habitat. If you exhaust natural resources, there will be nothing left for your children. If we continue in the same direction, humankind is headed for some frightful ordeals, if not extinction.”

World Water Day Campaign

This is the link to the homepage of World Water Day. I think this is a great cause to focus my window display around. My intentions for the window display is for it to be linked to a new sustainable collection & Other Stories are bringing out, focusing this around the way that water is used in clothing production would be a great focal point for the display/campaign. This is due to the fact that the fashion industry creates a-lot of waste and there is a huge focus on the industry becoming a-lot more sustainable, less wasteful and more mindful of the impact on the environment. After doing all this research into the wasteful ways of the fast fashion industry it has already made me change my mindset as to being more mindful with my own choices when buying clothes. I believe bringing more awareness to these issues within a more high street store will really allow a great deal of people to learn and realise how to move forward and make better choices with their clothing. Especially with 2021 World Water day theme being ‘Valuing Water’ it is an ideal way to represent and bring attraction to the day whilst & Other Stories becoming advocates for the sustainable management of freshwater resources.

[visualmerchandisingbrief]

World Water Day

World Water Day is held on 22 March every year since 1993. It focuses on the importance of freshwater. World Water Day celebrates water and raises awareness of the 2.2 billion people living without access to safe water. It is about taking action to tackle the global water crisis.

This day was first proposed in Agenda 21 of the 1992 United Nations Conference on Environment and Development in Rio de Janeiro. In December 1992, the United Nations General Assembly adopted resolution A/RES/47/193 by which 22 March of each year was declared World Day for Water. In 1993, the first World Water Day was observed.

On 22 March every year, people and organisations mark World Water Day by taking action to tackle the water crisis. World Water Day 2021 is expected to focus on the theme, 'Valuing Water'. This year's theme in 2020, 'Water and Climate Change', explores how water and climate change are linked.

Every year, World Water Day campaign messages reach millions of people through social media and dedicated websites. In 2017, 700 individual events were held in 110 countries and there were over 500,000 authors on social media using the hashtag ‘#WorldWaterDay’.

‘Save water, and it will save you.’

‘Nothing will be left here without water.’

‘Don't flush our planet's most valuable resource.’