buying and merch Portfolio- ALLSAINTS DOCUMENT TO UPLOAD | Page 32

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BUYING AND MERCHANDISING
BUYING AND MERCHANDISING
VISUAL MERCHANDISING
WHISTLES- STORE AND CONCESSION
Figure 66
Figure 67
The visual merchandising at the Whistles flagship store in Birmingham does have a minimalistic feel to it, much like
the rest of the brand. The hangers are spaced further out than the ones in Allsaints so there is less stock on the shop
floor, with a minimal amount of sizes. Like Allsaints the hangers again are all facing forwards. The clothes are grouped
together in colour schemes and ranges with the newest styles at the front of the shop.
Figure 68
Figure 69
The pictures above were taken of two different Whistles concessions, both in John Lewis. The picture on the left is
the Birmingham John Lewis concession and the picture on the right is the Cardiff John Lewis concession and they
were both so different. The Birmingham concession really captured the aesthetic of the actual store, very clean and
minimalistic, showcasing outfit builds in their displays. The hangers were generally spaced evenly, and the rails were
not overcrowded. The Cardiff concession was a mess, clothes were all over the floor and put back in the wrong places.
Initially you can see that the concession was meant to outfit build, like Birmingham’s, but due to what could be slight
staff neglect clothes were thrown over rails and sadly on the floor, completely ruining the expensive and minimalistic
look of their clothes.
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