14 ottobre, 2008 alle 9:49 am | Pubblicato su AN ECONOMIC ISSUE | 2 commenti


 Distributive organisations have been affronting a problem in new strategies of company marketing: product which has to let it see and sell by itself. There is a particular discipline, called Visual Merchandising, which regulates this problem; this is an economical issues which crosses marketing and sociology. I am really fascinated by it also because I’m doing an economic university, so I would like to spend this post considering this new aspect.

Visual Merchandising let products “talk” to customers in an interesting and attracting way. It developes systematically all the opportunities offered by visive sell. It inglobes every kinds of sell-out points, so it has become an unforgettable professional part for all people want to sell things.

Visual Merchandising, required always more and well paid, is a true creator of desires: windows displays do not only attract public attention, let enjoy or feel particular feelings, but it must make the customer buy things.


Windows are essentially a three-dimensional advertising space for

The  store. It is usually the first point of communication with the

customer. Good window displays will enhance communication of

the product, brand and image. Equally the window can

communicate a viewpoint or trigger an emotional response, giving

the customer a reason to enter the store. Stores only have a few

seconds to get the customer’s attention: “theatrical windows or

windows with humour can be the most effective way of

transcending the barriers of both language and budget” (Paul

Smith, fashion designer).



This does not always have to be a costly

operation and effective windows are windows that show

imagination. Use of the simplest items can make for a dynamic

statement and aid in the sales of product.


In the last few years the sell out point has been considered by scientists of the discipline a strategic source which contain the “plus” that make the difference.

Visual merchandising regards also producing companies which are always more interesting in a visive optical, so in doing visual merchandising in the sell-out points where their product are.

The use of this technique in every company is purely strategic, because in guides the customer through obbly visual views and because it’s a distinctive element in competitive contests.

Visual Merchandising is at first a way of thinking about how to give a special value to the product, to family of products, to the product store. Visual art developed in America from 60’s and today has become an important point to increase the sell-out, using the product in the better way.

It’s a system of methods which contribute giving to the product an active role in the sell-out process, thanks to its presentation and to its contextualisation; the target is to optimise the inflows of money.

 Merchandising can be riassumed in a group of activities structured in five big areas:

Classification of products;

  • Lay-out of the instruments: complete setting of the sell-out point, decision of the way of showing products, organisation of fluxes of customers;
  • Lay-out of the spaces;
  • Display: way of distributing products and families of products;
  • Animation of the sell-out point.

So it’s necessary to decide how to show things in particular exhibiting places, what is more or less important, what to remove from the assortment, how to judge the impact of these decisions on the customer’s behave inside the shop. All these elements have an impact in the shop image, so on the store loyalty.
Visual Merchandising reflect the idea of the store as a “theatre of destre” which provokes the creation of an emotional effect on the consumers: the whole shop becomes a true window display.

The shop contributes to the process of selling-out through its capacity of communicating, letting people feel emotions, through an identifying style. The moment of consume is not only a moment of rational nature: it’s an istintive moment, in fact it’s important to see, touch, to feel the product. 

The sell-out point, acting above all through merchandising and through advertisements in-store, represents a way to communicate which is the nearest to the customer, the real point of contact between people and the store.

To distingue themselves from the mass and to have success,is foundamental to give the customer the opportunity to live new experiences, welcoming him in familiar and involving places, rational spaces which are able to attract their attention for their particular  personality.


Gaze-tracking shop windows

13 ottobre, 2008 alle 4:08 pm | Pubblicato su APPLICATION OF NEW TECNOLOGIES | Lascia un commento

Well it would be a practical way to predict everything at the point of purchase instead of doing lots of field studies and psycho-analytical researches to see what drags buyers to the shops. so

this gaze-tracking shop windows system by PHilips works well to convince buyers to have a look inside the shop. it is based on gaze durations on different products in the shop window. having calculated the most looked at product, relevant information – audio/visual – would get appeared on special shop window display, just let you know more of the attractive product to your eyes. If it helps to boost sales and profits – having tested gaze-tracking system in practice – then it could be a good startng point to consider market trends and buyer impulses to buy. PHilips says it could also be applied in mueums and art galleries.



13 ottobre, 2008 alle 3:55 pm | Pubblicato su CORSO BUENOS AIRES WINDOWS | Lascia un commento

Corso Buenos Aires might not be part of Milan’s Golden Triangle, but it has the highest concentration of clothing stores in the city, and in Europe. Located near the city center (Milan’s official city center is the Duomo), and not part of the tourist district, Corso Buenos Aires gives the pulse of the city because most shoppers here are Milanese. With boutiques and restaurants lining both sides of the street, Corso Buenos Aires teams with life.

There are also three subway stops in this wide avenue, plus a number of trams go through here. In short, it acts as a main transfer and/or transport point connecting the city center with the small business and large scale industrial district to the north of Milan. Prices here are affordable and reachable compared to the high end shopping offered by via Montanapoleone district. For visual merchandisers, Corso Buenos Aires can be a center of creativity with the different types of merchandise offered in the area. Milan, being a fashion capital and the Milanese very aware of fashion, the store windows at Corso Buenos Aires give a glimpse of the eclectic taste of the city. Formal suits are shown in traditional store windows – a male form dressed in a complete men’s suit with a table showing the different choices available inside. Stores that cater to a younger clientele are more forward in their presentation like a headless male mannequin dressed in shorts and striped golf tee is paired with a tee-pee like contraption showing what the store recommends as other choices. With soccer fever at its crest (FIFA is currently ongoing), Lotto, a sportswear store featured mannequins wearing team uniforms. And of course, there are the ‘fashion windows’ offering the latest trends – from harem styled pants to dresses with asymmetrical hemlines, to swimsuits and bikinis and of course the ubiquitous denim jeans.


11 ottobre, 2008 alle 11:30 am | Pubblicato su Diesel | Lascia un commento

A strange way of taking a break from the frenethic city life? take a look and interact few minutes with the sequence of digital figures of the digital windows in San Babila Square! That was the idea of  the Diesel Creative Team collaborating with two agencies specialised in interactive art, Nanika of London and Think & Make It of Milan, that in may realised a new kind of windows displays: it’s a sort of digital installation, animated by videos, images and graphic animations you can interact with through a hidden camera which resume people walking in the front.

A computer modifies and generates new images, you can see on three big touch screens. “The concept of the installation –  the company says- mirrors the life in Piazza San Babila, the shopping population and the frenethic workers who walk here every day. It captures their moves as a mirror, riproducing a distorted reality.”


8 ottobre, 2008 alle 12:24 pm | Pubblicato su Moschino | 1 commento

Moschino’s shop windows are best known for its metaphorical visions. A creative sphere no longer composed only of clothing and fashion trends. The surreal perspectives, from theater to art to the paradoxes of existence, offer all the sensations of amazement and wonder.

A unique form of advertising propaganda always with the aim of provoking, a mixture of glamour and humor, drama and comedy, Moschino’s fashion windows represented an unforgettable icon, the protagonists of one of the most amusing and provocative advertising campaigns ever.

Remember ‘Stop The Fashion System!’; ‘Fashion-fashoff’ and ‘Ready To Where?’ these slogans were coined from season to season, by Franco Moschino,, who personally created the windows until end of 1993. the windows were later made in a collaboration with Piero Capobianco, and then by Annelise Zaccheria. Over the last years the job has been handled by Jo Ann Tan.

Jo Ann Tan is the art director for the entire image of the Moschino trademark. native from Malaysia, who never had the opportunity to get to know Moschino in person, has nevertheless succeeded in creating a sense of continuity of a certain spirit in the window displays.
She has a wonderful sense of humor, the curiosity of a child, but also an analytical, conceptual approach to installation design. she knows how to deconstruct, juxtapose, intertwine.
‘Tt takes me about 2-3 months to plan a new window. One month for the concept and visualizing the details, the other for prototyping and manufacturing of the components. I never know if it will have the same communicative power as the idea had in my mind, because I see it only at the end of this process, when I actually place it in the window.’

The new themes she designs for Moschino’s window display are usually exhibited in 5 different locations: the showrooms in Milan, Rome, London, Paris, and New York.


8 ottobre, 2008 alle 12:00 pm | Pubblicato su Fiorucci | Lascia un commento

I’ve ever been attracted by Elio Fiorucci shops because they are very original and particular. Entering in Fiorucci shops each person can feel a special atmosphere, people have the feeling that someone is personally taking care of them by selecting and introducing unique and colourful pieces in a friendly environment.

Surfing on web I’ve anderstood that Elio Fiorucci believes very strong in the theory that a trade must always start from a spiritual project, because final consumers are always able to recognise the essencial value of the object they choose. So the brand Fiorucci has the mission of design small collection made by new jeans, new t-shirts, new staff to wear every day. The functional, playful clothes and accessories are colourful, soft and sweet, they have the capacity to spread a feeling of happiness bringing in everyone’s life a positive view. Fiorucci world has always the power of bring a warm, tender bright and colourful atmosphere, a confortable place from busy days and roads for pure souls and free minds. “Love therapy” is the new Fiorucci project and wants to suggest a new way of looking life by proposing positive styles and colours, teaching beauty is not only in one place, but it’s also in warmth, fantasy, freedom, and it’s not possible to constrain it into old aesthetic rules. Love therapy is a sweet and revolutionary brand which explores different lenguages: romantic but at the same time rebellious and rule breaking.

Love Therapy is an happy island which, generating a big creative family, lives in many cities and people, is a project which moves out from shops to reach the emotions of everyone by became a part of cultural initiatives such as music, art, design and cinema.



Fiorucci’s brand has a story in the world of design and fashion, and its analysis will permit us to understand some passages in the world of windows design.

  • 1967 Elio Fiorucci opens his first shop in Galleria Passarella: this was the unique window with all the hot news from Carnaby Street in London and USA.
  • 1970 the brand Fiorucci becomes a brand with an international production and a worldwide distribuction: Europe, South America Japan. The shop in Milan becomes a point of reference for the revolutionary and unconventional young generations. It starts the “Fiorucci Style” and the concept of lifestyle. Fiorucci choose two Victorian Angels as a symbol of his brand. The Angels are revised and adacted by the architect Italo Lupi.

·         1974 he opens a second shop in Milan, in Via Torino expanding beyond fashion to offer books, furniture and music. The new shop also had a performance area, vintage clothing market, and restaurant, and was financed by an investment from the Standa department stores, part of the Montedison group.

·         1975 opening of the first store in London




·         Opening of the first Fiorucci store in NY. The shop is designed by Ettore Sottsass, Andrea Brianzi and Franco Marabelli. It soon becomes a special location where all intellectual and creative community meet. Andy Warhol chooses the shop window of the Fiorucci store to launch his revolutionary “Interview” megazine.

·         1977 opening of “Studio 54”, a mithical disco which becomes a symbol of the rule-breaking generation.

·         1978 Fiorucci is the first brand to design an Eyewear collection

·         1979 Opening of a Beverly Hills shop- Los Angeles

·         1981 Fiorucci designs a collection of t-shirts and sweaters using the images of Walt Disney. Million of Mickey Mouse t-shirts were sold.

·         1984 “Graffiti mania” spreads worldwide from London to New York, and Elio Fiorucci invites Keith Haring to paint his flagship store. Haring works for 2 days and 1 night “covering” the walls and the fornitures with his art. In the same year it starts the collection of Panini stickers which represents 30 years of Fiorucci graphics and design.

·         The Fiorucci brand is sold to Edwin International, a Japanese group leader in denim production. Elio Fiorucci remains the art director of the big Fiorucci store in Piazza San Babila and invents the new formula for the store: the shop becomes a “container” hosting young and unknown brands and a point of meeting for a lot of people. It starts the T-Art collection, a collection inspired to the fairy tale world

·         2003 Elio Fiorucci creates the new brand “Love therapy”, which offers colourful and young collections made by clothes and accessories.

·         2004 The Camber of Commerce of Milan assigns to Elio Fiorucci the Piazza Mercanti award for his carreer as designer, cool hunter, business man and communicator.

·         2006 The mayor of Milan, Letizia Moratti, assigns to Elio the “Ambrogino d’oro” award, for his role of main character in the italian fashion system, who revolutionized fashion proposing new, modern and breaking trends.

·         2007 Triennale of Milan, opening for the exhibition “The Seventies, the long decade of the short century”. In the exhibition there is a section called “Fiorucci Land” dedicated to Elio Fiorucci as a symbol of the fashion revolution of the Seventies


2 ottobre, 2008 alle 7:19 pm | Pubblicato su Moschino | Lascia un commento

I’ ve always been attracted by Moschino’s windows which are always creative. They also have a strong impact on public because they are accessible to all but, at the same time, they have a deep meaning and want to represent different aspect of our society. For example July 2008 window in via Sant’Andrea called “Carried away” represented a group of ants which assault Moschino’s accessories and a dummy dressed whith new collection clothes. They are “fashionable ants” which can’t resist to Moschino fashion style.

Another extravagant window is called “Pins and needles” and represent fashion instruments in contact not only with clothes, but also whit “natural” elements such as food as tomato. I think it’s the representation of the fhashion which can inglobe all the disiplines, in this absurd case, also food.

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