...Essay Title: The communication of window display Subject: Massimo Dutti Word account: 1300 words Name: Yuwei Chen Student ID: CHE12369259 London College of Fashion Year 1(2013) Degree: BAFM Unit Tutor: Sally Bain Unit name: ISHE The communication of window display It is beyond doubt that the competition in the fashion retail industry is extremely stiff. Visual merchandisers are seeking a best way to attract customers by significantly improving display design to create competitive advantage. As Davis(2013) observe, there is a new trend in fashion marketing that companies are looking to the past to make an emotional connection to their customers and translate to sales. Venturing also on such approach is inditex brand Massimo Dutti. This retailer has been refurbishing its window displays with flapper-style mannequins and gorgeous props duly to recreate a 1920s vibe (Figure 1), which appeals to customers. In a consumer driven market, what does Massimo Dutti hope to achieve from nostalgic window displays? Does “nostalgic window dressing” make sense? This essay will focus on the relationship between shoppers and retail visual offerings. In particular, it explains the effect of styling, color and props used on the window display. Figure 1 Figure 1 In text ways of seeing, John Berger refers to a painting named The Key of dreams (Berger, 1972:8) (Figure 2). The concept behind the painting is that description of using words can create a mental image based upon...
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...successfully accessed the western market. This research will focus on these two brands’ different visual merchandise strategies and their window layouts during different periods. The results show how these two fashion brands from different cultural backgrounds convey their message to customers. INTRODUCTION The designer creates the product, while visual merchandising gives the product new life. In the sales terminal, window displays not only deliver the brand culture to the customer, but they are also responsible for increasing sales for the company and attracting potential customers. In an aesthetic point of view on display throughout the product content, value and performance, but also presents the brand itself. The purpose of visual merchandising is to promote the store image—to let people know what the store is, where it stands on fashion trends, what one can expect from it, to whom it appeals, its price range, and the caliber of its merchandise and merchandising (Martin M. Pegler 2012, p.3). Nowadays, the high-street fashion market has become more competitive, and every fashion brand has its own brand identity, so it is important to communicate with customers in an effective way. “Creating a connection with the audience triggers an emotive response, which will encourage them to buy into that brand” (Sarah Bailey and Jonathan Baker 2014, p.4). Consumers usually rely on the visual information which they have captured to make positive or negative judgments, then decide whether...
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...APPAREL GROUP L.L.C, (Brand BOOKSPLUS) U.A.E. (July 2009 to till date) Area Manager – Brand & Operations BOOKSPLUS offers a whole range of books, be it fiction, non-fiction or any genre that you seek. Booksplus is a part of APPAREL GROUP at present group has 50 International brands under its portfolio from U.S, Canada, Europe, Australia & Far east. The group now operates 500 stores in UAE, Kuwait, Qatar, Bahrain, Oman, Saudi Arabia, India, Poland, Russia, Singapore, Jordan, Thailand, Indonesia & Malaysia. Job Profile: ➢ Delivery of the business plan: Achieving the sales objective in the Business Plan through periodic brand performance review and taking practical and appropriate actions (e.g. Trading Calendar, training, merchandising, advertising etc.) in compliance with standards to ensure the desired results are achieved. ➢ People management: Owning the manpower planning and management of stores and its staff in order to achieve work environment which supports and improves store and team performance, Implement rewards & recognition schemes (non financial) to keep the employee morale high. Develop the store staff to provide a customer service exceeding customer expectation, to become the “Best of Breed” sales team ensuring directives, rules and procedures are communicated to all staff. ➢ Responsible for business development,...
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...How to Choose a College Major At some point in the process of choosing a college, you may have to choose a college major, or at the very least begin to narrow your options. While being undecided for awhile is fine, you probably want to have some idea of what you want to do when you start the college application process. You want to make sure you make the right college choice, and there’s nothing worse than finding your dream school only to realize it doesn’t offer the major you’ve ultimately chosen. Even though you know you can’t put it off forever, choosing your major can be tough. When it’s time to starting making solid decisions about enrolling in college, many people have questions about how to choose a college major. Selecting a college major is a personal decision that involves you to spend time reflecting on your goals, likes, dislikes, skills, and aptitudes. You have to not only look at your interests, abilities, and goals, but also what you’ll need to be happy in the future. While it would be nice to have an interest in one of the highest paying college majors, it’s also important to choose a college major that will ultimately lead to a career you want in a place you want to live. The best advice we’ve found for how to choose a college major is just to ask questions. Talk to your high school guidance counselor, or if you’re already in college, consult your academic advisor or a career center counselor. Ask friends and family members about how they chose a college...
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...the pursuit of profit. Indeed it seems impossible to deny the industrialisation of music nowadays. Culture in general didn’t avoid the transition of the world into the capitalism era. A music market appeared, ruled by the same rules than any other commodity market and with the same goal: to maximize profit. According to Timothy Taylor (2007, p 282) music today is made for the purpose of making money, not individual self expression anymore. First seen as an art that involves feelings and creativity, the transformation of music into a product of consumption is not insignificant. Therefore the main question should be: Did the transition of music into a commercial object change the essence of what it was originally? Thus in this essay, I’m going to treat the topic of music in the current capitalist context and the changes that this evolution involved. First of all we can consider that people started to sell music when they’ve been able to record and reproduce it, with the invention of the phonograph in the 19th century. Simon Frith (2007, p 231) defined the industrialisation of music as a shift from “active musical production to passive pop consumption.” But he also argued on the fact that industrialisation was not something that happened to music, because music is not the raw material in the process, it is the final product. So the industrialisation...
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...Case Study for Yohji Yamamoto After Recession, How Yohji Yamamoto Protect His Business? Compare with Comme des Garcons. University for the Creative Art Directed by Mo Tomaney Written by Yu-Han, Lin (Monica) Date: 19th January 2012 MA Fashion Management and Marketing Introduction Yohji Yamamoto is a Japanese poet, a philosopher of Eastern aesthetics, and as known, he is a fashion designer. When people talk about Yohji Yamamoto, it seems impossible to discuss his early work without referencing Rei Kawakubo. Both of them were born in the war era, obviously, it can be told from their collections that the later stage of the Second World War left some significant influences. Their concept of fashion and design are similar, and also the way they express their concerning about societal and global issues are usually positive. A functional elegance and sobriety is their philosophy. As people know, black is the essential colour they always apply in their every seasonal collection. As Yamamoto explained, “Black is modest and arrogant at the same time…It means that many things go together, yet it takes different aspects in many fabrics…But above all black says…don’t bother me!” (2000 cited in English, 2011: 46) Besides, their attitude about choosing fabrics and respect for the wholeness of the body are similarly severe and carefully. The aesthetic they present is considered very ideological. For example, bias-cutting, irregularly overlapping design, applying washed fabrics and dark...
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...Table of Contents Pages Chapter I THE PROBLEM AND ITS BACKGROUND Introduction Statement of the Problem Theoretical Framework Conceptual Framework Significance of the Study Scope and Delimitation of the Study Definition of Terms Chapter II REVIEW OF RELATED LITERATURE AND STUDIES Related Literature Related Studies Chapter III METHOD AND PROCEDURES Research design Research Environment •Historical Notes • Location Research Respondents Research Procedures Research Instrument Statistical Treatment Chapter IV Thesis Title <Title> Document of the Current System Hardware Setup Software and Application Used Document of the Proposal System Cost Benefit Analysis (CBA) Gantt chart Requirement Analysis Specification Data Flow Diagram System Flowchart Database Design Introduction Information Technology has brought different changes in the environment especially in the growth of advanced technology. Modern technology is used by many establishment either private or public in order to benefit the advantages that it brings to them. They use a computer as one of the devices to make work easier and faster. It is one of the aspects considered in order to gain accurate computation and easy manipulation of data and information in convenient way. This study reviews the development of approaches to reservations management in the hotel industry alongside models of the stages of development in information technology. An Online hotel...
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...In the context of the UK’s total ban on tobacco advertising and the potential future restrictions on alcohol advertising, critically review the debate between the strong or weak theories with regard to the effectiveness of advertising bans. The effectiveness of advertising bans has been a debated for many years. There are two dominant theories of the debate regarding the nature of how advertising works: the strong theory and the weak theory. The strong theory coined by John Philip Jones holds the belief that advertising exerts a powerful persuasive influence on consumer’s behaviour (Jones, 1990). In Contrast Andrew Ehrenberg developed the view of the weak theory of advertising. This view suggests that advertising reinforces rather than initiates consumer behaviour (Ehrenberg, 1992). These two theories have been discussed thoroughly by many theorists to understand how advertising works. Many countries have implemented restrictions in advertising for tobacco and have issued potential future restrictions for alcohol, with the objective that introducing an adverting ban would lower overall consumption. However, Studies analysing the effects of advertising being linked to consumption has led to two separate views on how advertising works and have led some to believe that advertising bans have no effect on overall consumption. The strong theory of advertising supports the belief that advertising has the power to persuade people who may not know of a brand or bought a product before...
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...| Carmelia Bell | Portfolio | | Bachelors of Science in AccountingDeVry UniversityJune 2013 | | | | | Table of Contents * Personal Mission Statement * Elevator Speech * Education * DeVry Plan of Study * DeVry Course Description and Academic History * Resume * Reference List * Career Path Section Mission Statement My mission is to continue to drive for excellence throughout my life. I will ensure that I graduate from school with my Bachelors of Science in Accounting degree from DeVry University. My mission is to also enroll in Keller’s Graduate school to get my master in Business and Management. My goal is to work for a successful company in a management position to demonstrate my skills and help the company to drive for outstanding results. I am committed to becoming a successful manager in a retail store or corporate level. I am willing to go above and beyond to reach that goal. I am a driven, compassionate, and hardworking individual. My goal is to one day get marry and have a family. I will be loving and proactive in building and maintaining my relationships with my employees, family and friends, so that I may be considered a successful wife, mother, daughter, sister, aunt, friend, co-worker, and manager. Elevated Speech Hi my name is Carmelia Bell. I am a senior at DeVry. I’m graduating June 30 of this year. I have 4 years of an assistant manager experience. I’m currently working as a team lead at...
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...Internal and external factors affecting Starbucks Founded in 1985, Starbucks is one of the largest coffeehouse companies in the world with over 16,000 stores in 50 countries. This report evaluates major internal and external factors affecting Starbucks using various analytical techniques. Based on the Starbucks brand in UK, it identifies suitable marketing strategies for Starbucks to expand its business in the UK market within the next two years. In line with the chosen marketing strategies, recommendations for the marketing mix are discussed. Founded in 1985, Starbucks is one of the largest coffeehouse companies in the world, with over 16,000 stores in 50 countries (Starbucks Annual Report, 2009, p. 1). Starbucks sells high-quality whole coffee beans along with fresh, rich-brewed coffees, cold blended beverages, a variety of complimentary foods, coffee related accessories and a selection of premium teas primarily through Company-operated retail stores (Starbucks Annual Report, 2009, p. 1). In May 1998, Starbucks successfully entered the European market through its acquisition of 65 Seattle Coffee Company stores in the UK (Starbucks, 2009). In 1998, since opening its first UK store in London, Starbucks has been growing rapidly at a steady rate with over 660 stores opened by the end of 2009 (Starbucks Annual Report, 2009, p. 3). This report aims to evaluate major internal and external factors affecting Starbucks using different environmental analysis methods such as SWOT analysis...
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...Chapter Twelve CREATIVE STRATEGY AND THE CREATIVE PROCESS Objectives To show how advertising strategies are translated into creative briefs and message strategies that guide the creative process. The chapter examines the characteristics of great advertising, styles of thinking, the nature of creativity, its importance in advertising, and the role of the agency creative team. We discuss how research serves as the foundation for creative development and planning, and we review common problems and pitfalls faced by members of the creative team. (p. 370) After studying this chapter, your students will be able to: 1. Discuss the meaning and the importance of creativity. 2. Identify the members of the creative team and their primary responsibilities. 3. Tell how to differentiate great advertising from the ordinary. 4. Explain the role of the creative brief and its affect on the artistic expression in an ad or commercial. 5. List the principal elements that should be included in a creative brief. 6. Explain the purpose of the message strategy and how it differs from the creative strategy. 7. Define the four roles people play at different stages of the creative process. 8. List several techniques creatives can use to enhance their productivity. Teaching Tips and Strategies This chapter introduces students to the creative process. Students are amazed when I explain to them that a 30-second commercial can take days to shoot in some cases...
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...7 ANALYZING THE AUTHOR’S PURPOSE AND TECHNIQUE he writer’s overall purpose determines the techniques he or she uses. The writer’s reason for writing a particular article or book may be manipulative, as in propaganda or advertising, or may be more straightforward, as in informative writing. In either case, understanding the writer’s underlying purpose will help you interpret the context of the writing. It will also help you see why writers make the decisions they do—from the largest decisions about what information to present to the smallest details of what words to use. The chapter concludes with instructions on how to write an analysis of purpose and technique. This kind of rhetorical analysis will provide the perspective required to keep you from being pushed by words in directions you don’t want to go. T 103 104 Part 1 Writing About Reading The Writer's Purpose Insofar as people know what they are doing, they plan their actions to achieve their purposes. Someone who selects the purpose of being rich will design and carry out a set of actions, legal or illegal, to gain the desired wealth. A person who wants to gain great wisdom will design an entirely different life course. Writers, whether they want most to be wealthy or wise, have specific purposes they hope to achieve by any piece of work. If they are skilled writers—that is, in control of what they write—they design each aspect of what they are writing to achieve their purpose. Being aware of the writer's...
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...RESEARCH and WRITING CUSTOM EDITION Taken from: Writing Research Papers: A Complete Guide, Eleventh Edition by James D. Lester and James D. Lester, Jr. To the Point: Reading and Writing Short Arguments by Gilbert H. Muller and Harvey S. Wiener ISBN 0-558-55519-5 Research and Writing, Custom Edition. Published by Pearson Custom Publishing. Copyright © 2006 by Pearson Custom Publishing. Taken from: Writing Research Papers: A Complete Guide, Eleventh Edition by James D. Lester and James D. Lester, Jr. Copyright © 2005 by Pearson Education, Inc. Published by Pearson Longman, Inc. New York, New York 10036 To the Point: Reading and Writing Short Arguments by Gilbert H. Muller and Harvey S. Wiener Copyright © 2005 by Pearson Education, Inc. Published by Pearson Longman, Inc. Copyright © 2006 by Pearson Custom Publishing All rights reserved. Permission in writing must be obtained from the publisher before any part of this work may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying and recording, or by any information storage or retrieval system. All trademarks, service marks, registered trademarks, and registered service marks are the property of their respective owners and are used herein for identification purposes only. Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 ISBN 0-536-97722-4 2005240359 AP Please visit our web site at www.pearsoncustom.com ISBN 0-558-55519-5 PEARSON CUSTOM PUBLISHING ...
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...------------------------------------------------- like you:…………………………………………. Date:……………………… | 1. Walmart’s focus on supply chain management is responsible for its leadership in the retail industry. Discuss the distribution and logistics practices adopted by Walmart. How far has Walmart’s supply chain contributed to its competitive advantage? Explain. The retail biggest giant, retail supermarket chain “Walmart” serves customers and members more than 200 million times per week at more than 10,130 retail units under 69 different banners in 27 countries. With fiscal year 2012 sales of $443 billion, Walmart employs 2.2 million associates worldwide. And the organization is one of the fortune 500 companies. Walmart Stores, Inc., is the world’s largest public corporation by revenue and the largest private employer in the world (about 2.1 million employees in 2008). In 2008, the company operated about 4,000 stores in the United States (discount, supercenters, neighborhood markets, and Sam’s Clubs) as well as more than 2,200 stores in other countries, mostly in Mexico, Canada, Brazil, and the United Kingdom. Its revenue exceeded $400 billion, with net income of about $15 billion. Sam Walton said it best, “If we work together, we’ll lower the cost of living for everyone…we’ll give the world an opportunity to see what it’s like to save and have a better life. During the initial years, Walton focused on establishing new stores in small towns, with an average population...
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...PARSONS 2012–2013 CATALOG ACADEMIC CALENDAR 2012-2013 ABOUT PARSONS PROGRAMS OF STUDY PROGRAM REQUIREMENTS FACULTY ADVISING ACADEMIC POLICIES AND PROCEDURES REGISTRATION FINANCIAL INFORMATION STUDENT LIFE OTHER UNIVERSITY POLICIES ABOUT THE NEW SCHOOL 1 ACADEMIC CALENDAR 2012-2013 FALL 2012 Registration April 2–27 (Registration (Most new for continuing students) students register over the Aug. 20–24 (Registration summer for the fall term) for transfer students and late registration for continuing students) . Classes Begin Mon., Aug. 27 Last Day to Add a Class Mon., Sept. 10 Last Day to Drop a Class Tues., Sept. 18 Last Day to Withdraw From a Class With a Grade of W Undergraduate Fri., Oct. 12 Students Parsons Graduate Fri., Oct. 12 Students All Other Graduate Tues., Dec. 18 Students Holidays Labor Day Sat., Sept. 1–Mon., Sept. 3 weekend: Rosh Hashanah: Sun., Sept. 16 eve*–Mon., Sept. 17 Yom Kippur: Tues., Sept. 25 eve*–Wed., Sept 26 *Sunday and Tuesday classes scheduled for 3:50 p.m. or later do not meet. No classes meet on Monday and Wednesday. See rescheduled days below. Thanksgiving: Wed., Nov. 21–Sun., Nov. 25 Winter Break: Wed., Dec. 19–Fri., Jan. 25 Makeups and On Tuesday, Nov. 20, Rescheduled Days classes will follow the Wednesday schedule. On Tuesday, Dec. 18, daytime classes will not meet. Spring 2013 Registration Nov. 5–30 Juries Arranged by program Classes and Exams End Tues., Dec. 18 Online Session A Aug. 27–Dec. 18 Online Session B Aug. 27–Oct. 26 Online...
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