Luxury Fashion Retail Marketing Assignment -

Requirements - The experience of luxury retail derived by customers is determined through the creation of charm, spectacle, and surprise. Visual stimulation in the form of window displays and interior sets are created to entice and excite, yet also need to be developed within the confines the luxury brands 'codes', heritage and aspirations. Working together as a team you are tasked to develop a creative display solution which is to be practically implemented in a potentially wide range of scenarios in line with your specific brand's design and heritage codes to appeal to both the current core customer and to encourage and convert potential new customers.

Part 1 - Individual Business Review of the Visual Display Concept (1000 words) Your individual review of the visual display concept must include all of the following with full justification and evidence of your choice based on your in-depth primary and secondary research. Your individual review of the visual display concept must include appropriate reference to your client brand and include the following:

1. Explain and justify the overall luxury visual display concept and how the concept fits the luxury client brand's codes and heritage.

2. Explain and justify how the luxury visual display concept appeals to current and potential customers.

3. Provide a table with the full break-down of planning and costs (e.g. props, signage, photography, lighting, printing).

4. Explain and justify how the visual display concept is transferable to the client brand's other luxury retail stores or experiences.

5. Explain and justify what kind of 'added value' the new luxury visual display concept can provide to enhance the luxury client's brand image and reputation.

Part 2 Individual Illustrated Reflective Essay (1000 words)

This significantly improved essay must be written in a reflective style evidencing both your contribution to the project and the visual display concept as well as your reflection on the process of managing a creative retail project. This must be supported by appropriate references from written sources together with supporting visual data (e.g. images, photographs, website screen- shots, graphs, charts, diagrams). The report must also contain a short introduction and summative conclusion. In writing this reflective essay you must consider and include answers to the following:

• What research did I do and why?
• What creative challenges did I face? How did I find solutions?
• How did I conduct and complete this project? What were my methods?
• What sources (e.g. texts and visual data) did I use and how were these useful?
• What did I learn about myself working in a team-based context on this project?
• What did I learn about working in the context of luxury fashion retail? What special considerations did I have to think about?
• If I could start again, what would I have done differently?

Throughout the essay you must document and refer to the process of the project visually with images, evidencing practically what you have personally contributed to the project. For example, this may include: ideas and inspirations, sourcing props, experimenting with typeface for signs, sketches and planning diagrams, testing photography, making props and signage, documentation of installation of the creative window display concept.

Learning Outcomes -

1. Define, analyse and critically evaluate the global luxury retail sector, including historical, cultural and political issues shaping these sectors.

2. Demonstrate an ability to develop luxury retail strategies, which identify and maximise competitive advantage across a range of appropriate luxury sectors and marketplaces.

3. Design, develop and create retail concepts that are appropriate to, and identify business opportunities within the marketing of luxury goods.

4. Identify, analyse and critically evaluate contemporary retail marketing trends and effectively apply them to a luxury sector, business or brand.

5. Communicate effectively and to professional industry standards, across written, visual and verbal medias making use of appropriate terminology.