MACY'S SWIM POP-UP SHOP
MACY’S FASHION ISLAND
NEWPORT BEACH ,CA
PROJECT – DESIGN AND INSTALL POP-UP SWIMWEAR SHOP IN VACANT MALL LOCATION
• Coordinated design, construction and install with Mall management, outside graphics vendors, in-house construction and corporate visual.
• Organized resources to install fitting rooms, locate extra store fixtures and mannequins.
• Designed and created store signage including store front, interior murals and collateral elements based on corporate color and graphic themes.
• Developed floor plan and wall schematics to maximize space
• Oversaw all merchandise placement ensuring impactful focal points and priority merchandise exposure.
• This process was repeated every six months changing from Swimwear to Christmas merchandise in new locations.
See more of this project here
IN-STORE VIP LOUNGES
ANCHOR BLUE
PROJECT – TO ADD A VIP LOUNGE EXPERIENCE TO KEY LOCATIONS
• Designed and installed store lounge areas coordinating with store operations, the marketing department, the merchant buying team, contracted construction teams, the store managers and the purchasing director.
• Concept included red velvet stanchions, furniture including custom upholstered furniture (chair with AB denim), lighting, floor covering and curtain screen.
• Coffee table sourced to accommodate clothing flat-lay display under workable surface.
• Curtains to define space as well as to project images onto that were random video clips of obscure scenes, blinking eye, artistic gifs, etc., to create a nightclub feel.
• Installed into three key stores. Sales of displaced merchandise analyzed for any impact from install.
GLOBAL MERCHANDISING STRATEGY CHANGE
ANCHOR BLUE
PROJECT – RECONFIGURE MERCHANDISING STRATEGY PREVIOUSLY BASED ON CATEGORY INTO LIFESTYLE PRESENTATIONS.
Anchor Blue was a value based retailer for the teen market offering basic product lines including t-shirts, denim jeans, with some trend merchandise featured in small presentations throughout. I developed a plan to incorporate the core basic merchandise into the trend presentations to offer multiple options to the customer and increase sales with suggestive selling .
• Evaluated merchandise for consistent themes to create 4 specific lifestyle trends.
• Reconfigured store layout creating soft aisles to separate lifestyle pads.
•Worked with Marketing Department to develop signage to help direct new traffic flow so areas visually stood out.
• Cross-merchandised accessory fixtures into lifestyle pads with complementary product.
2 for $20 Promotional Campaign
ANCHOR BLUE
PROJECT – CREATE CAMPAIGN STRATEGY AND GRAPHICS FOR WINDOWS AND IN-STORE SIGNAGE
• Challenged to re-invent annual promotion of basic tees for guys and girls. Previous store graphics consisted of single banners with promotional message and images.
• Concept included status print with AB logo, illustrated silhouettes of each style with a way to showcase color selections, dimensional graphic elements to create interest that coordinated with signage to direct traffic within the store.
• Developed training materials with instructions on installation with detailed step by step photos for stores.
• Resulted in a 247% increase in sales over last year for the same six week promotion.
See store document of this project here
