RACHEL KAITLYN JOHNSON
VISUAL MERCHANDISING TREND JOURNAL
Visual Communication in Fashion
Objective: To create a visual diary with both imagery and commentary that explores the current retail landscapes and standout visual displays, store design, and innovation.
This was an individual project that placed importance on highlighting visual merchandising talent in the fashion industry. In this Visual Merchandising Trend Journal I chose to highlight the 2015 Barney's New York Holiday Windows, Aesop's approach to successful global store design, the Los Angeles COS pop-up store in collaboration with Snarkitecture, and the Adidas boost pop-up shop in London adjacent to the UK retailer Size? This journal was made taking into account that modern store design must address function, brand identity, and the target consumer. The visual communication must make an effective brand statement by showcasing the product in a compelling way and to create an ambiance that speaks to the target consumer. Visual communication is all about creative collaboration and it is vital for visual teams to find the best talent in the industry to execute their vision in a compelling way.