MOSCHINO RESEARCH

As part of our visual merchandising research we decided to go back to the shopping district as a group to focus purely on the existing concepts inside the Moschino stores. We found looking at the store details really helpful - focusing on elements like the hangers, mannequins, lighting, flooring, ceiling, types of mirrors, seating, any props they might have used and types of furniture. The professor has mentioned in the past that he is expecting something different to the existing stores, however they must be true to the brand aesthetic. Moschino designs are getting more daring with each season, and include a lot colour and crazy patterns which we will have to take into consideration when brainstorming ideas for the shop. I really enjoyed going into the main store as the atmosphere was very friendly and the sales assistants were kind enough to let us take some photographs.

Afterwards we went a little further down the street to look at Doucal’s - a retailer that produces elegant Italian craftsmanship shoes - which is the store we are supposed to be changing for this module.

Moschino

Via Sant'Andrea, 12, 20121 Milano

Moschino are known for their playful, charismatic window displays and this one is no different - celebrating their newly released line heavily involving the ‘Moschino bear’ the brand plays with the idea of childhood memories by placing clothes in a giant toy box - as we went inside we were encouraged to stroke the bear.

Moschino Main Entrance

The clothes are divided into sections - such as Gold, Barbie, Bear etc - as the footwear and accessories are grouped on the opposite side of the shop, carefully arranged by colour and style.

Seating Area

Storage Room - Looking at the storage room has helped us calculate the storage area of our own shop design and gave us ideas on how to save more space which can then be used to display more merchandise.

Moschino Cheap & Chic

In terms of Moschino Cheap & Chic, the displays focused more on the dinosaur theme with large cuddly statues greeting customers as they walked through the shop doors - one of which had a Moschino bag attached to its body instead of a face.

Moschino Menswear

Doucal's Boutique Via Gesù 15 - Milano

Doucal's Front Window - as the shop is very narrow and only has one display window we are somewhat limited on what we can do with it.

Doucal's - I found the current design on the store a little boring as the interior is outdated and safe.

Doucal's Seating Area - to me this store doesn't portray the brand as elegant or luxurious.

#Moschino #Doucals #visualmerchandising