2. EXECUTIVE SUMMARY
The main concept is to create a story of windows that represent the Olympics throughout the
years. Designers from the specific countries will be used to promote them within Selfridges.
This will coincide with an exhibition that will look further at the Olympics including the history,
key facts and memorabilia. The exhibition will be partnered with a treasure hunt that will be
throughout the store ending in the exhibition. The customer will collect stamps and then enter
into a prize draw for Olympics tickets.
The promotion for this concept is going to be mainly through social networking sites creating hype
around the upcoming windows and exhibition. To add to this there will be print advertisements
at key areas around London and other major cities. As the windows will be interactive with the
use of QR codes and a Smartphone application it means the customer can be updated regularly
with breaking news from Selfridges.
3. As a marketing consultancy this report is to illustrate the proposal for the Window Display and Visual
Merchandising idea for summer of 2012 for Selfridges.
Throughout the study of Selfridges various forms of Primary and Secondary sources have been
employed. Frequents visits to Selfridges have resulted in valuable primary information, such as first hand
photographs of the windows, details of the store inside and the overall atmosphere conveyed. Interviews
extracted from the general public aided the quantitive statistics, essential for advancing the research.
Questions presented to the public included opinions of the current window displays, what they would
like to view next and if they were feeling excitement over the forthcoming Olympics. The results proved
conclusive, with replies stating how Selfridges value their tradition and excel themselves with every new
window display.
A tutorial with Events Team Member Helen Saunders generated further ideas to investigate and
constructive advice to follow.
Secondary Sources in the structure of books, articles and internet research have confirmed and developed
ideas and concepts. As a group, discussions and delegation have proved vital. This was decided through
meetings together where allocations of jobs were determined.
The simplistic design of this report mirrors Selfridges aesthetic features in the store, website and previous
forms of promotion. Colours of black, white and grey are used throughout, with splashes of yellow to
echo Selfridges renowned carrier bag.
4. BRAND OVERVIEW
Selfridges is celebrated as one of the largest and well-known department stores in the UK high-end goods
and fashion forward products.
Unique window displays entice visitors from around the world and display everything from art initiatives
to economical and world issues. The significant competitors for Selfridges include, Harrods, Harvey
“Selfridges today is in a vibrant, energetic era that adds a new dimension – totally in tune with the legacy of Gordon Selfridge.” Nichols and Liberty’s. These department stores also experiment with creative window displays and visual
(OUR HERITAGE, SELFRIDGES WEBSITE) merchandising that attract consumers and sell similar product ranges.
Over the summer many stores will capitalise on the increase of visitors to London due to the Jubilee and
the Olympics.
As Selfridges offers a diverse range of products, the target market varies throughout the store. Through
methodical primary and secondary research it was discovered that as a whole the target market for the
store appealed to both men and women aged 25+, perhaps having a high income and showing an interest
in fashion, arts, style and luxury.
As the windows are seen by a vast number of the public the target market is expanded to general public,
tourists, families ranging from minors to seniors, couples, single men and women.
The exhibition that will be held inside the store will entice a variety of audiences through the doors. This
will mostly include families due to the addition of the treasure map and interactive features.
5. THE CONCEPT
WINDOWS
The concept for Selfridges Summer 2012 window display and visual merchandising will be formed
around this year’s Olympics. London will be a hub of excitement over the summer and Selfridges can
capitalise on this by creating window displays that will attract and enthuse international visitors and
UK citizens. The windows would reflect events that happened during the time of the games and include
designers from that country, both contemporary and luxury. Britain will be extremely patriotic over the
summer so the displays will reflect the country uniting in support.
Even though all 16 front windows will be dedicated to an Olympic year and a country the decision was
made to look in depth into 6, creating visual outcomes for each.
The first window will begin with the 1944 The 1956 Olympics were mainly held in Rome held the Olympics in 1960 with Abebe The next window would be the 1984 Olympics Another of the Olympics we focused on was The final window would be based on the London
Olympics, intended to be held in London. Melbourne except the equestrian sports which Bikila being the first black African to win a in L.A. It was the first time women were allowed held in Barcelona in 1992. Jennifer Capriati 2012 hopefuls, including 6 men and women who
However, due to WW2 it was cancelled. For were held in Stockholm. This window would have gold medal for the marathon. He performed the to run the marathon. This would consist of was only 16 when she won gold at the Olympics are predicted to be successful for Great Britain
this window the front would be bricked up in horses in the foreground and a sea of spectators, marathon bare foot, producing the idea to have mannequins wearing American as: Alexander for ladies tennis. The window would include in this year’s Olympics. These are: Rebecca
the style that Selfridges would have employed in created by a profusion of hats, sunglasses and a mannequin in a beautiful Salvatore Ferragamo Wang, Guess and Michael Kors. The mannequins a net diagonally across with a mannequin in a Adlington, Chris Hoy, Jessica Ennis, Mo Farah,
WW2 with a cancellation sign pinned up. handbags in the background. dress holding a pair of Cavalli shoes. This would be positioned running to reflect the race. Balenciaga outfit behind taking a shot. The tennis Mark Cavendish and Sarah Stevenson. Each
portrays the idea that the woman couldn’t walk racket and the tennis ball would be created by will be dressed in British designers and will be
any longer in heels. jewellery from Monica Vinader’s collection. holding a prop that coincides with the sport they
play. For example, Rebecca Adlington will be
holding a pair of goggles.
Even though each window has a large historic background they will be styled in a way that oozes high fashion with every designer that is used stocked
in Selfridges.
6. EXHIBITION
In combination with the windows an exhibition will be featured inside Selfridges. The showcase will
display historical information of the Olympics, including pictures and interactive features. In addition OTHER SELFRIDGES STORES
Olympic strip from different years will be presented with Stella McCartney’s 2012 athletes on show. To translate the concept to all the Selfridges’ nationwide stores small alterations will need to be made.
The Manchester Exchange Square store has large, glass windows and could contain the London 2012
Hopefuls window concept. The Trafford Centre also in Manchester and the Birmingham stores are
accessed through shopping centres and do not feature large windows. To rectify this, podiums would be
placed around concessions in the stores, with Olympic information and mannequins reflecting the style
and concept of the Oxford Street store.
QR CODE & APPLICATION
Within the concept, the windows will be made interactive. This will be done using QR codes at
the bottom of each window, accessed using a Smartphone or iPad. Scanning this code will then
allow the user to download the Selfridge’s application and 3D map of the store showing where
TREASURE HUNT the clothing and accessories featured in the window can be found. It will also show information
A Treasure Map will be created to support the exhibition and handed out in store. The user will search on the exhibition inside of the store and details on the treasure map. The beneficial factors will
for medals placed around different areas’ concessions and, once found, a stamp will be issued. The last include getting the public involved and creating a buzz around the windows. In turn this will
medal to be found will be located in the exhibition, and when completed will be handed in and entered then prompt them to come inside the store, view the exhibition and perhaps purchase from
into a competition to win Olympic tickets. This will ensure visitors taking part will observe the exhibition Selfridges. This was successfully done before at Bloomingdale’s New York in 2011 for the John
and other areas of the store. Varvatos collection, where after one week the campaign doubled the “like” sign ups on Facebook
and collected thousands more entries to a web based competition.
OLYMPICS TREASURE HUNT
Shoe
Galleries
Personal
Shopping
2nd FLOOR
Shoe Galleries
Womenswear Womenswear
Womenswear Womens
Designer
Womens Designer
Mens Street Fashion
OLYMPICS TREASURE HUNT
Fill in your details below and hand in at the Olympics Exhition
(Ground Floor) for the chance to win.
Mens Casual
NAME:
EMAIL:
1st FLOOR Mens Formal TELEPHONE:
Mens Street Fashion
Mens Contemporary
Men Formal Mens Contemporary
Womens Street Fashion
Foodhall
GROUND FLOOR
Womens Street Fashion
Womens Acessories
Exhibition
Exhibition
Womens
Accessories
Look out for the Medals around Selfridges and get the chance to win Olympics Tickets.
7. PROMOTION
To support the concept stated a variety of effective promotional tools will be utilised. Through social
media such as Twitter and Facebook, pages have been created, involving the user through exciting
information on the windows and exhibition. There will be countdowns to the unveiling of the windows
on both, providing inside updates. Following previous examples of promotions achieved by Selfridges
a behind the scenes video on the making of the windows will be uploaded on to their Youtube Channel
‘SELF TV’. It will also be added to the Facebook and Twitter page and Selfridge’s website.
Advertisements will be an excellent form of promotion. Exploiting subliminal messaging through public
transport such as, buses, tubes, taxis, Olympic Villages and airports, will reach a wider spectrum of
the public. This will result in a higher awareness of Selfridge’s celebration of the Olympics and a larger
amount of visitors to view the windows and the store.
8. TIMELINE
BUDGET
15th MARCH– Twitter and Facebook pages created – ongoing
An overall cost for the windows will be from £25,000 to £30,000 and throughout, counting down till the windows are revealed.
upwards.
26th MARCH – Presentation of concept
Additions to this will include the exhibition, interactive features and
promotion which will take the budget to about £45,000 to £50,000.
27th MARCH ONWARDS – Contact to confirm prop designers,
OTHER PROPS COST production companies, mannequin companies and window graphics.
MANNEQUINS COST
As the window concept features experimental designs and ideas, – Start to make small props in store (if needed)
As part of the windows, mannequins will be used to reflect the style of
some props which are smaller can be made in store but others will
the window design. After liaising with SFD, a company specialising
have to be sourced and created. 1st APRIL ONWARDS – Confirmation of delivery
with Window Displays, Mannequins and Retail Design, the cost 66 days
Investigation into prop production companies created contact with dates for props and other materials, Budgets secured.
for the mannequins was settled. They had previously worked with
S2 Events, who offer prop design, hire, building and installation. S2 27th March – 1st June
Selfridges in 2011 to create mannequins for a window display.
Events have previously worked with Selfridges and recommended APRIL AND MAY – Props being made, graphics (Presentation and
Theme Traders for the props. for windows, QR app, Exhibition props and visuals. unveiling of the
Price per mannequin - £225
All finished by 25th May windows.)
Extra charge of £645 to change mould for heads and feet
The largest props feature 4 running horses and from discussion with
Delivery charge - £105
Theme Traders a price of £275 per horse was decided, an extra charge FROM MID APRIL – Advertisements released (and throughout the
It was recommended to order 10 weeks in advance as the mannequins
of £100 per horse was given to paint them. time of the exhibitions and windows) on tubes, trains, taxis, airports.
are created in Asia.
This equals £1,500 with a delivery charge of £100 taking the final Featured in Stylist and Shortlist too.
amount to £1,600.
For the 6 windows 11 mannequins would be needed, with the WEEK COMMENCING 28TH MAY – Tweaks and run
addition of the extra charge for alterations and the delivery equalling
An estimation of other props either made or sourced will raise the through of set-up, everything ready for the windows.
total of, £3,225.
cost to around £7,000.
For all 16 windows we would need around 20 mannequins, and,
This will include: Flags for each country, posters and banners, a 31ST MAY – Setting up of all the windows, during the
taking into account delivery and extra charges, the overall price
tennis net, ball and bat, bunting and flower graphics. day and night of the 31st.
would equal £5,250.
Other costs for the window to take the budget to £25,000 – £30,000
will include delivery charges, wages for the vast number of people 1ST JUNE – Windows unveiled (except for London hopeful’s
working to take down previous window displays and putting up the
window) exhibition and launch of treasure hunt and QR code app.
new in one night and also the window graphics.
During June and beginning of July Twitter and Facebook will
EXHIBITON COSTS
build the excitement to the unveiling of the London window.
For the exhibition sourcing of past memorabilia and kit should be
unproblematic, the cost would come from printing of large images,
the display cases and also wages again for the staff setting the 13TH JULY – London window revealed
exhibition up.
27TH JULY – Opening Ceremony of the Olympics.
9. FINAL SUMMARY
Overall the concept is to encourage the excitement in London and draw a vast number of people to the
store. Selfridges is known for its unique displays and the public will be looking forward to see how they
will celebrate the Olympics in their signature, individualistic way. The involvement of the public through
social media and the QR codes and app will ignite the build up to the Olympics and ultimately progress
the users from viewers to consumers at Selfridges.
RECOMMENDATIONS
Results of the concept will benefit and achieve a vast amount for Selfridges. The public will yearn to
commemorate the London Olympics as for most, it will not be held here again in their lifetime. The
instinct to purchase souvenirs and celebrate will be extremely high and Selfridges can capitalise on the
public willing to spend. The Window Displays and Exhibition will provide entertainment to visitors
and in turn get them to explore the store.
10. APPENDICES AND BIBLIOGRAPHY
Annon (n.d) Our Heritage, Selfridges Website [online] Available at: <http://www.selfridges.
com/en/StaticPage/Our+Heritage/> [Accessed 23 March 2012]
Morgan, T (2011) Visual Merchandising, Window and in-store displays for retail. 2nd Edition.
London: Lawrence King Publishing Book
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