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THE QUADRILATERO D'ORO - VISUAL MERCHANDISING RESEARCH

zofiakonieczna
Mar 13, 2015
2 min read

After the visual merchandising lecture we visited the famous shopping district in Milan - with some of the most prestigious brands in the fashion world - in order to collect some ideas and inspirations for our own project. I have written down a few of my thoughts on some of the window displays, as I found some brands were really clever and inspiring, and some were lacking the wow factor that would attract the customers to go inside the stores.

Dolce & Gabbana Boutique - Woman and Child

Corso Venezia 7

I think this window works really well for the brand as it keeps true to its traditional values and aesthetics - the store is exclusively dedicated for women and children which is reflected in the theme of the window. I like the fact that its playful and endearing as the children are patiently waiting for their mothers to get their hair done. The attention to detail is spot on, from the type of wallpaper used for the walls and flooring to the wigs in rollers placed on the mannequins heads. I found the children mannequins a little weird looking but I appreciated the choice of outfit.

Dolce & Gabbana Boutique - Accessories Woman

Via Della Spiga, 2

Red Valentino

Corso Venezia, 6

Kurt Geiger

Via della Spiga, 3

Saint Laurent

Via Sant'Andrea, 21

Chanel

Via Sant'Andrea, 10

I was a little disappointed by Chanel’s window display as I don’t find it very creative - I know the brand is supposed to be about classic chic however, to me, the visual merchandising is not very enticing and given the Chanel catwalks are very creative I think they could’ve been a bit more imaginative. Even the mannequins don’t look very luxurious and slightly tacky.

Sportmax

Via della Spiga, 20

This was one of my favourite windows as I feel Sportmax was really successful in creating a display that works well with their shop and brand aesthetics - and there were no cheap-looking mannequins with their faces drawn on and wigs stuck on which is always a plus in my eyes. I also really liked the simplicity of the store and especially the cube shaped clothes racks with minimal lighting.

Miu Miu

Via Sant'Andrea, 21

Prada

Via Sant'Andrea, 21

Moncler

Via della Spiga, 7

I was really inspired by the Moncler window displays as I wasn’t expecting the brand to be so adventurous with their front windows, and in my opinion they work really well as I noticed a lot of passers by admiring the window alongside me. I found the somewhat surreal theme of the window really enticing and their attention to detail impeccable - hanging out the mannequin in the picture below couldn’t have been easy, and how did they get the top to stay in that way?