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TOPSHOP LET YOUR HAIR DOWN
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Transcript of fairytale ebook
TOPSHOP
LET YOUR HAIR DOWN
CONTENTS
The brief for this project was based on the theme ‘Fairytales of the unexpected’.
The objective was to ‘Stop the passer by passing by’ and create a lateral window display and promotional design package based on the given fairytale [Rapunzel].
The brief allowed me to touch upon issues and themes such as rebellion, freedom, and withholding sexuality.
Design Rationale Mood BrandLifestyleParticipatory ResearchLocationConceptsMaking Of:
Installation Document:Trend InspoWindow Overview Product StylingWindow Styling
Logo Design
Promotional Design:Gift TagsGift CardsGift Card CarriersBags Atl WebDisplay In Situ
Page 3Page 4Page 6Page 8Page 11Page 13Page 15Page 17
Page 25Page 27Page 28Page 29Page 30
Page 31
Page 34Page 35Page 36Page 37Page 39Page 40Page 41Page 42
INTRODUCTION
DESIgN RATIONALE
My window display & promotional package is depictive of the fairytale Rapunzel.
Through colour pattern, materials and de-sign the theme of freedom vs withholding sexuality runs through the core of the pro-ject from research to final adaptation.
Target Audience
The customer profile for Topshop, was mainly young women from the age range of 16-25. When researching using second-ary sources, [event magazine] notes thatthere are sub-groups within a consum-er audience, which I specifically targeted when designing for the brief. ‘The data traders’ (wearable technology), the ‘tech-heads’ and ‘the borrowers’. I felt these sub-groups were specific to the Topshop age range.
mOOD
PUNK
CAGED
BRAND
TOPSHOPestablished 1964
LIFESTYLE
TOPSHOP
From the data and informationgathered it is evident that themajority of customers are youngprofessionals and students with yearly incomes varying between £5,000 - £21,000 per year.
Lottie Williams referred to the brand as ‘fashion forward’ and she liked that Topshop produced unique clothes for a�ordable prices.
Liam Boddington noted that he liked the di�erent trends that were available at Topman in comparison to other high street retailers.
TOPMAN
participatoryresearch
costingsheet
MATERIALS
ROPE GTR SIGNS 5 01:00 HR
01:00 HR
01:00 HR1 WEEK FOR PRINT
1 WEEK FOR PRINT
00:30 MINS
00:30 MINS
00:30 MINS
00:00 MINS
00:00 MINS
00:00 MINS
00:00 MINS
00:00 MINS
00:15MINS (IRON)
00:15MINS (IRON)
00:15MINS
00:05MINS
00:05MINS
00:05MINS
00:05MINS
00:05MINS
00:05MINS
00:20 MINS
00:30 MINS
£0.00
£0.00
£0.00
£5.99
£0.00
£0.00
£0.00
£0.00
£1.00
£25.00
£25.00
£30.00
3
1
1
1
1
1
1
5
5
1x500
2 ROLLS
GTR SIGNS
GTR SIGNS
GTR SIGNS
ZARA
TOPSHOP
TOPSHOP
TASKERS
WILKO
SOURCED
SOURCED
MADE
GRAPHIC VINYL
TOPSHOP GRAPHIC
TOP
SHORTS
NECKLACE
SHOES
METALLIC SPRAY
HOOKS
PRESENTS
WASHERS
SCRAP VINYL
SUPPLIER QUANTITY COST INSTALLATION TIMEDES/PRES TIME
FINAL ImAgES
INSTALLATION
DOCUmENT
��������-���th���������
topshop
‘ ’ TREND INSPO
... 03
�������‘��T��O���H�����O��’ �H��ST��S�����
WINDOW OVERVIEW
MANNEQUIN
ROPE PLACEMENT
PRESENT PLACEMENT
WASHER PLACEMENT/FLOW
BACKDROP
TOPSHOP��T��O���H�����O��
��T��O���H�����O��... 02
‘ ’
WINDOW STYLING
‘ ’
PRODUCT STYLING
Leather Jacket
Upper Half
Lower Half
1. Ensure pockets are tucked in and zipped up. 2. Ensure main zip is up to the midpoint of jacket. 3. Place collar slightly upwards.
1. Iron Top on nylon setting.2. Tuck top into shorts.3. Place Jewellery accordingly.
1. Zip up shorts and pin if needed.2. Choose shoes according to s acc (p4)3. Add other accessories.
TOPSHOP
LET YOUR HAIR DOWN
TOPSHOP TOPSHOP
TOPSHOP
TOPSHOP
TOPSHOP TOPSHOP
TOPSHOP
TOPSHOP
TOPSHOPTOPSHOP
TOPSHOP
TOPSHOP
Topshop
MYRIAD PRO
PACIFICO REGULAR
AMETHYST
GILL SANS
orator std ARIAL
POETSON ONE
REVOLUTION
basic title font
BRAIN FLOWER EURO
FRANKLIN GOTHIC BOOK
SWISS BOLDSWISS LIGHT
TOPSHOPLET YOUR HAIR DOWN
Choosing the font ‘Amethyst’ was an immediate decision, as the fine lines I felt could be a symbol for the hair of Rapunzel, the geometric shapes created within this also tied in with the themes explored.
The strap line ‘Let your hair down’ had a connection to the fairytale and the Christmas theme where the Topshop merchandise sold would be for the party season and was therefore relevant for the christmas retail period.
PROmOTIONAL
DESIgN
topshop topshop topshop topshop
giftcards
topshop
Topshop
Topshop
Arcadia group limited, Colegrave House, 70 Berners Street, London W1T 3NL. Reg. No 237511
6370 1110 2230 4597Card No. Pin
TOPSHOPFULL TERMS & CONDITIONS ON THE CARD CARRIER OR ASK STAFF FOR DETAILS.1.The Topshop gift card is only reedemable for merchandise in participating arcadia group stores in the United Kingdom. It cannot be used in Topshop concessions in third party department stores. 2. This cardcannot be used for online purchases, be exchanged for cash or vouchers or to settle Arcadia account cardbalances. Any balance may be applied to future purchases. 3. This card will expire 24 months from date of purchase. Any balance remaining will be reduced to nil and forfeited. 4. The minimum amount to activate or top up this card is £1.00 and the maximum card limit is £450.00. 5. Register your gift card at www.Topshop.com to protect the card against loss or theft. 6. Arcadia group’s brands are Topshop, Topman, Burton, Evans,Dorothy Perkins, Miss Selfridge, Outfit & Wallis.
Customer Services: +44 870 3500 292
Arcadia group limited, Colegrave House, 70 Berners Street, London W1T 3NL. Reg. No 237511
6370 1110 2230 4597Card No. Pin
TOPSHOPFULL TERMS & CONDITIONS ON THE CARD CARRIER OR ASK STAFF FOR DETAILS.1.The Topshop gift card is only reedemable for merchandise in participating arcadia group stores in the United Kingdom. It cannot be used in Topshop concessions in third party department stores. 2. This cardcannot be used for online purchases, be exchanged for cash or vouchers or to settle Arcadia account cardbalances. Any balance may be applied to future purchases. 3. This card will expire 24 months from date of purchase. Any balance remaining will be reduced to nil and forfeited. 4. The minimum amount to activate or top up this card is £1.00 and the maximum card limit is £450.00. 5. Register your gift card at www.Topshop.com to protect the card against loss or theft. 6. Arcadia group’s brands are Topshop, Topman, Burton, Evans,Dorothy Perkins, Miss Selfridge, Outfit & Wallis.
Customer Services: +44 870 3500 292
Topshop
Arcadia group limited, Colegrave House, 70 Berners Street, London W1T 3NL. Reg. No 237511
6370 1110 2230 4597Card No. Pin
TOPSHOPFULL TERMS & CONDITIONS ON THE CARD CARRIER OR ASK STAFF FOR DETAILS.1.The Topshop gift card is only reedemable for merchandise in participating arcadia group stores in the United Kingdom. It cannot be used in Topshop concessions in third party department stores. 2. This cardcannot be used for online purchases, be exchanged for cash or vouchers or to settle Arcadia account cardbalances. Any balance may be applied to future purchases. 3. This card will expire 24 months from date of purchase. Any balance remaining will be reduced to nil and forfeited. 4. The minimum amount to activate or top up this card is £1.00 and the maximum card limit is £450.00. 5. Register your gift card at www.Topshop.com to protect the card against loss or theft. 6. Arcadia group’s brands are Topshop, Topman, Burton, Evans,Dorothy Perkins, Miss Selfridge, Outfit & Wallis.
Customer Services: +44 870 3500 292
Topshop
Arcadia group limited, Colegrave House, 70 Berners Street, London W1T 3NL. Reg. No 237511
6370 1110 2230 4597Card No. Pin
TOPSHOPFULL TERMS & CONDITIONS ON THE CARD CARRIER OR ASK STAFF FOR DETAILS.1.The Topshop gift card is only reedemable for merchandise in participating arcadia group stores in the United Kingdom. It cannot be used in Topshop concessions in third party department stores. 2. This cardcannot be used for online purchases, be exchanged for cash or vouchers or to settle Arcadia account cardbalances. Any balance may be applied to future purchases. 3. This card will expire 24 months from date of purchase. Any balance remaining will be reduced to nil and forfeited. 4. The minimum amount to activate or top up this card is £1.00 and the maximum card limit is £450.00. 5. Register your gift card at www.Topshop.com to protect the card against loss or theft. 6. Arcadia group’s brands are Topshop, Topman, Burton, Evans,Dorothy Perkins, Miss Selfridge, Outfit & Wallis.
Customer Services: +44 870 3500 292
Topshop
Arcadia group limited, Colegrave House, 70 Berners Street, London W1T 3NL. Reg. No 237511
6370 1110 2230 4597Card No. Pin
TOPSHOPFULL TERMS & CONDITIONS ON THE CARD CARRIER OR ASK STAFF FOR DETAILS.1.The Topshop gift card is only reedemable for merchandise in participating arcadia group stores in the United Kingdom. It cannot be used in Topshop concessions in third party department stores. 2. This cardcannot be used for online purchases, be exchanged for cash or vouchers or to settle Arcadia account cardbalances. Any balance may be applied to future purchases. 3. This card will expire 24 months from date of purchase. Any balance remaining will be reduced to nil and forfeited. 4. The minimum amount to activate or top up this card is £1.00 and the maximum card limit is £450.00. 5. Register your gift card at www.Topshop.com to protect the card against loss or theft. 6. Arcadia group’s brands are Topshop, Topman, Burton, Evans,Dorothy Perkins, Miss Selfridge, Outfit & Wallis.
Customer Services: +44 870 3500 292
Topshop
Arcadia group limited, Colegrave House, 70 Berners Street, London W1T 3NL. Reg. No 237511
6370 1110 2230 4597Card No. Pin
TOPSHOPFULL TERMS & CONDITIONS ON THE CARD CARRIER OR ASK STAFF FOR DETAILS.1.The Topshop gift card is only reedemable for merchandise in participating arcadia group stores in the United Kingdom. It cannot be used in Topshop concessions in third party department stores. 2. This cardcannot be used for online purchases, be exchanged for cash or vouchers or to settle Arcadia account cardbalances. Any balance may be applied to future purchases. 3. This card will expire 24 months from date of purchase. Any balance remaining will be reduced to nil and forfeited. 4. The minimum amount to activate or top up this card is £1.00 and the maximum card limit is £450.00. 5. Register your gift card at www.Topshop.com to protect the card against loss or theft. 6. Arcadia group’s brands are Topshop, Topman, Burton, Evans,Dorothy Perkins, Miss Selfridge, Outfit & Wallis.
Customer Services: +44 870 3500 292
CARDCARRIERS
topshop
CardGift
£25
topshop
CardGift
£25
TOPSHOPTOPSHOP
Card
£10
Gift
£10
X
X
TERMS AND CONDITIONS
TERMS AND CONDITIONS
PROMOTER:TOPSHOP/TOPMAN LIMITED. COMPANY NO:02317752.REGISTERED OFFICE: COLGRAVE HOUSE,70 BERNERS STREET, LONDON, W1T 3NL.
PROMOTER:TOPSHOP/TOPMAN LIMITED. COMPANY NO:02317752.REGISTERED OFFICE: COLGRAVE HOUSE,70 BERNERS STREET, LONDON, W1T 3NL.
SEARCH
TOPSHOP
REDEEMABLE UNTIL 01/12/16. REFUNDS AND EXCHANGES DO NOT APPLY IN CONJUNCTIONWITH THIS GIFTCARD TRANSACTION. 01/12/15
REDEEMABLE UNTIL 01/12/16. REFUNDS AND EXCHANGES DO NOT APPLY IN CONJUNCTIONWITH THIS GIFTCARD TRANSACTION. 01/12/15
Y
Y
\
\
Searchtopshop
topshop
Gift
CARD
£50
TOPSHOP
GiftCARD£ 2 5
topshop
S E A R C H
X Y \TERMS AND CONDITIONS
PROMOTER:TOPSHOP/TOPMAN LIMITED. COMPANY NO:02317752.REGISTERED OFFICE: COLGRAVE HOUSE,70 BERNERS STREET, LONDON, W1T 3NL.
REDEEMABLE UNTIL 01/12/16. REFUNDS AND EXCHANGES DO NOT APPLY IN CONJUNCTIONWITH THIS GIFTCARD TRANSACTION. 01/12/15
X Y \TERMS AND CONDITIONS
PROMOTER:TOPSHOP/TOPMAN LIMITED. COMPANY NO:02317752.REGISTERED OFFICE: COLGRAVE HOUSE,70 BERNERS STREET, LONDON, W1T 3NL.
REDEEMABLE UNTIL 01/12/16. REFUNDS AND EXCHANGES DO NOT APPLY IN CONJUNCTIONWITH THIS GIFTCARD TRANSACTION. 01/12/15
TOPSHOP|SEARCH
Topshop
Topshop
Topshop
topshop
Topshop
Topshop
topshop
Gift
CARD
£50
giftcardswithcarriers
TOPSHOPTOPSHOP
Card
£10
Gift
£10
TOPSHOPTOPMAN
TOPSHOPTOPMAN
bags
topshopLETYOURHAIRDOWN
topshopLETYOURHAIRDOWN
abovetheline
web
MIA BUCKLEYVMPD YR2 IN2012-IN2001
FAIRYTALES OF THE UNEXPECTED‘RAPUNZEL’
