ADWYN GLADWYN GLADWYN GLADWYN GLADWY

VISUAL MERCHANDISING
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 GLADWIN JOSEPH E

MIT INSTITUTE OF DESIGN


FMM - VISUAL MERCHANDISING

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 OVERVIEW
This Journal relates the current trends and applies to a
hypothetical brand in order to explore various factors and
elements of visual merchandising that could be done. The
objective is to look for fresh and interesting ideas as well as
different ways to cater to display the store.

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 01 BRAND INCEPTION

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02 BRAND OVERVIEW

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03 BRAND MIND MAPPING


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04 MOOD BOARD FOR THE BRAND
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05 BRAND LOGO IDEA


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06 BRAND INSPIRATION

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07 DEMOGRAPHIC REPRESENTATION
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CONTENTS
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 08 TARGET AUDIENCE

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09 LOCATION TARGETING

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10 PRODUCT LINE

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11 DOCKET REPRESENTATION

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12 FLAT LAY

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CONTENTS
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 GLADWYN

Brand
Introduction

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01

Brand Inception
GLADWYN
The Idea was born from the concept of mythology, incorporating
mythical art in fashion.

It is a Men’s fashion clothing Brand located in Bangalore/India

which works with classical and timeless concepts of clothing, using
techniques that combine refinement and convenience. With this
project, the brand is to be visually positioned as one of the biggest
international brands of the casual wear for men segment.

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Brand Overview
About GLADWYN
FASHION CLOTHING

FOR MEN
02

“Grounded in Reality, Propelling to the future, Elevating Art & Fashion to new
heights and taking a bold step in the pursuit of great ideas, I believe that the brand’s
offering to be Magical.”

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 GLADWYN

Brand

Mind Map

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 Niche Marketing.

Slogans/Phrases that connects with the audience.

Quality is based on sustainability.

Focused on historical Art & Fashion.

Positive Energy Directed.

Originality
03
To use Print on Demand services for Graphic Tees
 Viewpoints are Liberal Thoughts

Highly Intuitive

Ideas Flexibility

Mythical Figures. 

Fashion Trends

Study on Art & Culture.
 Note Taking
Case Notes Abstractism

Fashion Forecasting.

Surreal Thoughts
Competitor Brand Study.

Application Characteristics
Graphic Prints.
 Novel Ideas on Graphic Prints.

Customisations.
 Visualisation is high.

Bespoke.
 Appreciates Art in Fashion.

Customisation of Fashion Essentials. Highly Self Expressive.
Expansion

Exploring on new concepts of fashion art.


Building Novel ideas on existing concept.

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 GLADWYN

MOOD
BOARD

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 04

GLADWYN
GL GLADWYN GL

BE
BOLD
GLADWYN

Bold & Gold

GLADWYN

Juxtaposition and Superposition

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 GLADWYN

Brand

Logo

Why the logo ? 


What you're about to see is the dual nature of this Brand that
symbolises Humanity and Divinity,

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Brand Logo
For GLADWYN
05

THE LOGO represents the dual nature of Heaven and Earth, Humanity and
Divinity, Strength of a lion and the wisdom of an Eagle.

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 GLADWYN

Brand

Inspiration

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Brand Inspiration
GLADWYN
FASHION CLOTHING

FOR MEN
06
The Idea was born from the concept of mythology, incorporating
mythical art in fashion.

The Idea of this Brand is specialised on menswear fashion clothing

and accessories inspired from the artworks and patterns of ancient
Greek and Roman culture and myths.

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 GLADWYN

Market
Segment

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Demographics
For GLADWYN
FASHION CLOTHING

FOR MEN
07
Age: 18 to 35

Gender: Male

Location: India

Income: Upper Middle Class

Targeted: Fashion Conscious Men

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08
TARGET MARKET
GLADWYN

* Fashion Achievers.

* Young Metropolitan Adults

* Aged 20 - 35

* Culturally Sophisticated

* Independent Minded

* Well Educated

* Income between 1.5L - 2 L P/A

* Tech Savvy

* Fashion Conscious

* Looking for well designed high quality fashion essentials.

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 Location Targeting
For GLADWYN
09
Geographic Location - High Street, Centre of Town,.

Various Distribution channels in tier 1 cities

Market Coverage: India

The Store is located only in tier 1 cities. Promotional

strategies like Instagram ads, Facebook and Twitter
ads are targeted in various locations in order to attract
the consumers.

Expansion: Targeted to open retail stores in European

Countries.

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 GLADWYN

Product Line

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Products
For GLADWYN
FASHION CLOTHING

FOR MEN
10
SUNGLASSES

T-Shirts Shirts

CHINOS SHORTS

SHOES

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 GLADWYN

Docket
Representation

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 20 Foot Wall, Shelves display of the store’s products on Side Wall.

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 16 Foot Wall, Centre View of the Store.
Medium Product Density

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 Lighting and Colour

The store attracts consumers with classic bold colours and the store uses defused light to give an aesthetic look.

Shelving

Utilising the space provided by these shelving units to showcase products, feature signage, and interaction with

shoppers.

The products are assorted by shades of colours and placed on racks.

Materials Used

Wooden Shelves, Metal Hangers. Diffused Yellow lights,

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 Sensory Branding

Light Music is played in the store for pleasing the consumers.

Look and feel, The Consumers have better shopping experience by being abled to get the feel and looks of the
garment and chose the product based upon their choices.

Communication Sign boards is used to direct the consumers to a specific category of the store.

Space Utilisation

The store uses only 15% of the space for retail, 20% for Props and

Window display and the rest 65% is a free space.

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 GLADWYN

Flat Lay

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 Colour Board

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Grey is the New Black
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