This class was our first visual merchandising class, and before the class, the teacher was ready to let us go to Westfield to conduct a market window research. We need to find brands in Westfield that match our positioning, and then choose a window that we like the most, one that we think is the most failed, according to their window design.
The luxury brands in Westfield are all classic products, and there are no new models of the season. And those big-name window designs are also some designs that can’t be wrong, and there are not a lot of fancy devices. My favorite window design is Prada’s window, although I don’t think it’s much better, but the overall is very in line with Prada’s brand tone, and the choice of collocation and style selection are very in line with Westfield’s consumer group. The prada here is certainly not as much in line with the current fashion trend as the bond street prada, but the prada here is simpler, classic, and more acceptable.
There are also a lot of fast fashion brands in Westfield, these brands are new very fast, and some of the window designs are also very distinctive. Zara’s window is the use of a large area of fluorescent color, has a strong visual impact, but not advanced. I think the least successful window display is the window display of American Vintage. The shop is arranged in color, and its window is a series of white products. I think the reason it didn’t succeed was that it was hard to see the brand’s design from the window, and it felt like it was just putting the clothes in a random way according to the color. There is no collocation at all, so it is difficult to attract consumers.
In the half-lesson after returning to the classroom, the teacher introduced each of us to our choices and analyzed the reasons, and then introduced us to the profession of visual merchandising, and related professions. I think compared to other majors in business, this major is the most creative, because not only is it to analyze the market and write papers, this major has more design content, can design windows, design pop-up stores, so I will hope that I can study this major in undergraduates.