Vm Chronicles no.5 The fifth series of extraordinary retail events

No. 05

VM-chronicles
a 5th series of extraordinary
and fascinating retail events

from VM-unleashed! Ltd

VM-chronicles
a 5th series of extra-ordinary events No. 0501

The Monaco Book Club: Faded Fashion from Perennial
Performer

Taste is not an option for the ever-over-performing Club Monaco.
Store and stock in faded harmony as sun-bleached beauty is applied to
fixtures and fashions, to windows and wardrobes. Yesterdays news is
scattered with precise abandon, in picture frames, focal walls and POS
where clean & corporate is disguised as disarray and disparate. From
sun-washed shorts, to faded flannels, the process of newness applies a
shower of shabbiness, that turns safe fashion into seductive style.

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The Collaboration Club: Monaco Muses & Makers

Credentials through collaboration, endorsement by association, Club
Monaco strengthens its reputation as the effortlessly stylish purveyor of
timeless fashions by linking links with a select number of discrete and
discerning designers and doyens of quality chic. From exclusive
jewellery and favoured footwear, to accessories for ipads, and facsimiles
for footnotes , these hand-selected, hand-makers are the ideal
complement to Club Monaco popularity. Where rubbing shoulders
enhances reputations, and creates destinations.

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Taylor-Made: Pretty Perfect Pictures

Back to the drawing board for inspiration. Illustrating the colours,
patterns and styles that went into creating the collection becomes the
communication tool that helps bring Ann Taylor's spring assortment
pretty-much to life. Pure Palette Pops, Modern Perfect Pales are
explained in graphic detail alongside Bold Prints, Strong Lines, Chic
Knits and Romantic Rhythms. Authenticity through art, purpose
through pantone, style through swatches, and desire through design.
The Process to Pretty, the Route to Recognition.



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The Mighty Hudson: Where the Muse is the News!

Celebrity charms are now the wise words of fashion, as the Muse
certainly is the new News! From Rihanna at River Island, to Stella at
H&M, Kate Moss at TopShop to Kate Hudson at Ann Taylor, the list is
lengthening, the editorial is endless and the words of wisdom keep on
flowing across the Atlantic. Content is key, and credibility is king, built
from exclusive news to fashion reviews, outfit advice to glamorous lives.
Doubt at your peril the influence of Kylie & Cheryl.



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French Films: Directing Customer Connections

Coming up with a marketing sequel to fcuk is a tall order for any brand.
"Make a Scene" cleverly combines the concept of film editing, with fun,
personalisation and interaction with the fashion assortment - so ticks all
the right boxes from engagement to investment. Budding Boyles can
select & re-arrange the storyline, add the soundtrack, set the filming
style to create a unique combination. Whilst the content is clearly but
subtly focused on the latest styles, and the prize of a trip to OZ given to
the person who shares their clips with most, it's sure to put the French
Connection fashions in front of many. Now down to the assortment. Will
it shine in the starring role? or be doomed to another understudy
season?



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Modern Outfitting: Brave Bershka in Silhouette

New store concepts and visual experimentation abound at Bershka.
Against the trend of simplification and category blocking menswear
takes a turn to silhouettes. Floor and wall mannequins light the way,
whilst silhouettes line the store regimented in fashion expression and
tempting the customer to look and shop beyond the look.



VM-chronicles

Urban Outstanding: A Fitting Tribute to Sartorial Elegance

Blowing away the dark clouds of austerity, and the spectre of retail
monotony, Urban Outfitters unveils its new flagship store as a blaze of
colour, texture and innovation. The first layer of ingenuity is the carving
away of the ground floor to reveal the hidden depths beneath Oxford
Street. Unveiled are a walk-in shoe department, resident artist space
and an array of visual techniques to drive away those winter blues.



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Heroic POS-sibilities: Graphics on a Grand Scale from Uniqlo

Uniqlo continue to demonstrate their mastery of using graphics to make
a hero of their proposition. Graphics are bold, simple and relative to the
scale of the product display and the size of the store. A lesson for any
graphic designer to embrace the context in which the communication
will be seen, and the relationship with, what is after all the most
important thing, the product.



VM-unleashed Ltd! Tim Radley
11 Moat Farm Managing Director
Royal Tunbridge Wells tim.radley@vm-unleashed.com
Kent TN2 5XG 07967 609849
UK www.vm-unleashed.com

VM-chronicles: a series of extra-ordinary events
from VM-unleashed! Ltd

Vm Chronicles no.5 The fifth series of extraordinary retail events

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Vm Chronicles no.5 The fifth series of extraordinary retail events