Matchesfashion.com 〈 Moroccan Summer Days 〉
This is my second-year project at Istituto Marangoni. In this design proposal, it includes research, development, and design of in store promotional retail space. I investigated and analysed different retail design concepts and environments in both physical stores and digital retailing.
Retailers are challenging the boundaries of how to engage hearing, touch, smell and taste. From store layout to display fixtures, looking for more innovation will attract shoppers, and encourage them to stay longer. Sensory experience with visual elements in retail space helps customers to interact with the brand more effectively. These engagements will encourage customers to feel that they are part of the brand and this will naturally lead them to the brand's potential customer.
Sometimes it is not all about the products, it is experience.
Collection
Picked dresses embrace after-dark glamour with bold patterns, sweeping silhouettes and eye-catching colours. Silhouettes are defined by sensuality and include maxi dresses, caftans and draped slip dresses or twisted tops. Also, the materials for the bags and hats are all environmentally friendly, which are woven and raffia weave textures.
Space
With rich and colourful textiles, beautiful archways, intricate tile work, and lots of freedom and flow between pieces, Moroccan interior is one of the most distinguishable and beautiful styles. Low seating is a key feature in Moroccan style interior. The vital thing about Moroccan style is engaging with various senses.
Sight is clearly the rich colours and textures, such as pink wall, water reflection from project on the ceiling, and traditional Moroccan pattern from parasols. Next is sense of touch which is the softness of the rug and grass. Smell is the scented diffusers. They are a mix of her gardens and jasmine. For hearing, it is all about music.
Promotion
Before open the pop-up store, there will be Instagram posts about Moroccan aesthetic pictures with the hash tag #morroccan_holiday to get customer's attention and curiosity.
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Customers take selfie/ pictures at the pop-up store and post them on Instagram. They need to follow Matchesfashion.com account and add hash tag #matchesfashion and #moroccan_ holiday. The brand will choose 5 people every month for during pop-up space open and announce selected 5 customers through the Instagram. Chosen customers will get Matchesfashion.com on-line discount coupon.
For the opening day, I will hold the ‘Spirng/ Summer 2019 Holiday Catwalk Show’. This will inform to customers through the Instagram and email before the opening day. After the catwalk show, there will be a styling session with the famous stylist and opening cocktail party. Also, I will invite Instagram influencers on the opening day to attract more customers and viral marketing.
Merchandise
- Tote bag
For the opening day, customers who show up on the opening day will get free Matchesfashion.com tote bag. This tote bag is limited edition for the pop-up store.
Packaging
Matchesfashion.com is known for their marbled packaging. For this pop-up store and collection, Moroccan tile patterned packaging will be use. This is for customers to feel special and Moroccan vibe once they get it.