Thursday, May 16, 2019

Presentation and Store Design Category

About Sephora Sephora is the atomic number 82 chain of perfume and decorative stores in France and the second in Europe. There argon over 1,600 Sephora stores in 27 countries, and over 340 of those deal opened in North America since the first US store opened in 1998 in New York. Sephora is the originator of the open-sell prestige cosmetics model, which affords clients the ability to test and access any harvesting in the assortment. crossways the categories of Makeup, Fragrance and Skincare, defacements are presented within a unified Sephora-driven launching format to enable cross shopping, and clients are encouraged to touch and test all point of intersections. That point of differentiation is an essential part of our retail propose and score essence, and has proven effective in enabling clients to explore the complete array of brand gos by category. In complement to this interactive and unified presentation of each brand in Sephoras product mix, clients are guided through each worlds products with anchor presentations.These presentations highlight trends, explain how to comply products to customize a makeup look or skincare regimen, and bridge into potential service consultations or class registrations with our cast of experts. While much success has come from the breadth of products offered to clients, we have also observed that the candy-store effect can be overwhelming. Clients love the access and choice, but frequently crave guidance to hone their selections. So balancing bounty with points of access is key to navigating our stores and assortments.Sephora aims to serve as a beauty editor, offering a vast array of products, but providing a curated point of view that helps each client take away into the selection best suited for her. THE STORE DESIGN CHALLENGE Sephora has a strong market heading in Makeup, Skincare and Fragrance, but is most known in North America for its Color (the congenital term for the Makeup category) shopping know. Th is model defines the brand and the remainder of the stores format.The unbridled product access, the ability to trial any product in the store, and the sense of fun and interaction remain touristed and engaging for our clients. But Sephora is interested in exploring how its Color experience might evolve to better kick upstairs trends, more deeply engage clients in meaningful product exploration, and offer a less atmospherics timber from one clients visit to her next. This challenge is to rethink the stores convening for Color, preserving the defining and differentiating aspects of the opensell cosmetics model, but updating its look, feel and client experience.Students are to identify what they think is essential from the topical in-store model, articulate the opportunities for evolution storeyd on the added advantage created in the clients shopping experience and engagement with the brand, and then propose a holistic concept presenting the evolution of the total Makeup depart ment. The updated look, feel and client experience should allow implementation across the range of existing stores. Store sizes general range from 3,800 to 6,000 substantive feet on average, with Color comprising approximately half the store.Entries should include a suite of marrow fixtures and features, complemented by interchangeable elements, with the demonstrable ability to reconfigure into a variety of spatial conditions. The fixturing suite should be unified in language, but whitethorn articulate through a range of elements and presentation methods. Modularity is essential, as is solving for the challenges of presenting small-scaled products in an organized and inviting way. The See-Try-Buy model at the heart of the Sephora store concept must(prenominal) be inherent in all presentation solutions.Sephora will supply the approved corporate logo, as well as its brand mark and red Pantone match, The Flame. The Sephora name is derived from the fusion of the Greek god Sappho wit h the biblical figure Zipporah, and the Flame is the prototype of her enduring spirit. Along with the word mark and Flame, Sephoras dingy and white stripes are a globally iconic branding element, used with purpose as part of the storefront architecture. Derivations and references to these brand codes may be considered in the bearing of the fixturing programs, but should be treated with a level of sophistication.Sephora stores are black and white, with judicial use of red accents. Color may be introduced through graphics or optic merchandising, but all store fixture elements must adhere to this branded color palette. Complementary metal finishes are permitted, as are variations in the materiality and proportional relationship of the brand colors. GENERAL REQUIREMENTS The certain fixture program is composed of two core fixtures. A linear the stores root wall unit and a gondola the makeup categorys base floor unit. Sephora creates these base modules, and then ndividual brand s work with Sephora to customize the tray components to each seasons assortments and stories.These trays are updatable and interchangeable to any mark within the linear and gondola system this function must be preserved in the design concept. Limitations of the current fixture program include a lack of flexibility to create more alter spatial configurations and presentations, a static graphic communication system, and an overall feeling of being fixture-heavy and cumbersome. Fixtures should focus more on the product and storytelling. Objectives within each of the brands feature presentations include focus and stick of current trends and the latest product innovations clear secondary presentations of core product groupings much(prenominal) as c bring in of attention shadows, foundations, and lip products a forward presentation of each product available for the client to test, backed by packaged and accessible selling stock and additional back-stock storage in each unit. The new ly proposed core fixture solution needs to provide for a base system that preserves an underlying fashion model to each brands presentation while evolving how the brands can express their trend and product stories. The overall department is punctuated by highlight areas. Here Sephora presents a curated assortment of the best of a product segment, such as mascaras, or highlights a larger trend, such as nail art. heading proposals are to regard how trend and highlight areas function and are integrated into the brand library of the overall department. These areas should be conciliative for frequent updating, encourage play and trial as well as shopping and learning, and be knowing to enable varied configurations over time. The total store is anchored by the Beauty Studio, the destination for clients to receive cast-assisted consultations.Design proposals should thoughtfully integrate the experience of experimentation and trial throughout the revamped Color experience. Clients sho uld always feel undefendable to looks, trends and product innovations, with the ability to try the products individually, in groups or with cast assistance. Sephoras virtual presence has grown. It is the leading online beauty retailer, with a loyal following across all forms of social media. The virtual experience with the brand affects the in-store shopping experience, so assimilators should consider digital integration across the Color experience. The area should range from 1,600 to 2,500 square feet, comprising a mixture of wall and floor fixtures. PRESENTATION REQUIREMENTS AND FORMAT Each debut should be submitted in an 8-1/2 x 14 bound booklet, not to exceed 12 pages. The design may be hand-drawn, rendered, photographic, and/or computer-generated. Students also must submit a copy of their design in PDF format entry on a CD. A PDF version of the booklet is also required. The submission should address the general requirements above at a scale and composition determined b y the student.A written concept teaching limited to two paragraphs must highlight the unique fixture design, the rationale for design decisions, material selections, and the demographic for whom the design was made. GENERAL INFORMATION AND ENTRY REQUIREMENTS This competition is open to undergraduate college students only. Students may only enter ONE category either the visual merchandising category or the store design category. The students name and school name is not to be visible anywhere on the presentation pages or cover. Each entry must include a printed entry form and disclaimer snip off to the back of the entry. Each entrant must complete and submit an online copy of the entry form as well. Students must also submit a copy of their entry on a CD or DVD in a PDF format with the entry. Please make sure to label the CD or DVD. Students are advised to keep a copy of their entries, as entries will not be returned. Entries must be received by 500 p. m. Pacific time on Tuesd ay, Oct. 29, 2013. Sephora PAVE Entries Attn Paul Loux & Hillary capital of the United States 525 Market Street, 32nd Floor San Francisco, CA 94105

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