VISUAL MERCHANDISING

Meryème TRICOIRE
SUMMARY
A/ The Brand
B/ Stores dissemination
C/ Store communication
D/ The Visual Retailing Concept
E/ Visual Space Plan / Mock shop
F/ Bespoke tour of the spaces and in-store displays
> Entrance
> In-store
> Shop windows
 A/ THE BRAND

❖ The brand was founded in 1854 by Louis Vuitton

Louis Vuitton
(1821-1892)

❖ A gold monogram on brown colour, an eponymous

LV initials and a brown damier are one of the brand
codes.
❖ It belongs to the LVMH group since 1987.
❖ LV is a luxury french brand with an international
recognition.
Ads in Staff: 9 000
1898 Revenue in 2014: € 30 billions NY Manhatan
Shops: 466 in 66 countries
Industry: Retail
 B/ STORES DISSEMINATION

- 466 shops
- 66 countries
- Present in the
entire world

http://fr.louisvuitton.com/fra-fr/magasins/
B/ STORES DISSEMINATION

- North America
- South America
- Central America
- Europe
- Africa

http://fr.louisvuitton.com/fra-fr/magasins/
B/ STORES DISSEMINATION

- Asia
- Middle East
- Oceania

http://fr.louisvuitton.com/fra-fr/magasins/
B/ STORES DISSEMINATION
● LV Paris Champs-Elysées - Zoom in France:
(av. des Champs Elysées) Paris
● LV Paris Vendôme (Place Bordeaux
Vendôme) Cannes
● Paris Printemps Courchevel
Haussmann (Bvd Deauville
Haussmann) Lille
● LV Paris Montaigne Lyon
○ 22, avenue Montaigne Marseille
● LV Paris Saint-Germain- Monaco
des-Prés (Bvd Saint- Nice
Germain) Saint Tropez
● Les Galeries Lafayette (Bvd Strasbourg
Haussmann) Toulouse
● Le Bon Marché (Rue de
Sèvres)

http://fr.louisvuitton.com/fra-fr/magasins/
C/ STORE COMMUNICATION
The LV Montaigne store is located in a strategic (luxurious)
and international area (near les Champs-Elysées) with heavy
traffic.
The target are the affluent travelers and adventurers
(international HNWI and UHNWI) and the HENRYS (High
Earners Not Rich Yet).
The retail outlet of Montaigne avenue is modelled with all the
component of:
● The bra nd ima ge a nd bra nd va lues which a re
Innova tion, Modernity a nd S tyle,
● a nd collection represented: a selection of a wide ra nge
of LV products for men a nd women.
This unified vision, created thanks to the store decor along with
mercha ndise, conveys a wa rm welcome a nd encoura ge us to
move forwa rd, to discover the ma gic LV world a nd live a
persona lized experience.
C/ STORE COMMUNICATION
This feeling is accentuated with the use of very fine materials
such as wood, leather, tissue, velvet sofa and marble.
The store has been thought and designed in the spirit of a
luxury private Parisian appartment with a “feeling home” mood.
Women section is on the ground floor whereas men section is
on the first floor.
We assume that the women level do the highest volume of
sales. Plus, it seems to carry the full collection.
A clean circular staircase leads into the men area.
These elements together generate a polished and
sophisticated luxury concept store where Art and Fashion are
merged to create a unique, precious and appealing shopping
atmosphere.
Beautiful works of art and out of the box art objects are
disseminated in the store.
D/ VISUAL SPACE PLAN / MOCK SHOP
D/ VISUAL SPACE PLAN / MOCK SHOP
E/ THE VISUAL RETAILING CONCEPT
LV montaigne is a trendy and elegant commercial
concept focusing on the ready-to-wear collection,
leather goods, shoes, jewelleries, watches and
accessories for men and women.
Key seasonal trends are highlighted into in -store
window displays. Hot shop displays are found
immediately inside the store entrance, featuring the
latest trends.
Soft and pastel tones of brown and beige feature
accross the two floors (A/B store level hierarchy).
Technology is at the forefront of LV montaigne retail,
placing the store at the leading edge of store design
but without being overused and seen as gimmicky:
E/ THE VISUAL RETAILING CONCEPT
● In the small selling spaces we can find large
interactive window screens that are displaying current
catwalk collections.
●Shoppers can also enjoy the thrill of browsing in-store
on tablets left at their disposal.
The merchandise category works accross
classifications, departmental displays that focus on
shoes, bags, luggages, accessories, …
Bust forms are used to draw attention to some displays
such as scarves.
Elegant silhouettes are displayed to highlight a style.
They create a complete defined looks. They are used to
inspire a look, a fashion trend.
Wall fixtures, qualitative mobiliers and retail shelving,
display cases, …are visually pleasing.
E/ THE VISUAL RETAILING CONCEPT
Lighting also plays at LV Montaigne store an integral
part.
In fact the whole store is lit with light. It is used to:
●Flood the fixtures with enough light so tha t the
customers ca n ea sily find wha t they a re looking for.
Flood fittings give a n a mbient light to the whole.
●S ome items a re lit with fluorescent / sha ddy strip
lighting tha t gives a n overa ll a mbient light tha t is both
effective a nd efficient.
E/ THE VISUAL RETAILING CONCEPT
LV is definetely using different lamp
fittings and each of which perform a
different role within the display.
Lighting is clearly not the most
economical item on LV visual MEN DEPARTMENT
merchandising budget.
It is of good quality, the lighting is
effective along with the fixtures,
helping the display to stand out.
We also can notice that compared
to the men department (on the 1st
floor), the ground floor (women
department) has more light. The men
department has a cosy, subdued
and softened atmosphere.

WOMEN DEPARTMENT
F/ BESPOKE TOUR OF THE SPACES &
IN-STORE DISPLAYS (Entrances)
F/ BESPOKE TOUR OF THE SPACES &
IN-STORE DISPLAYS (In-store)
F/ BESPOKE TOUR OF THE SPACES &
IN-STORE DISPLAYS (In-store)
F/ BESPOKE TOUR OF THE SPACES &
IN-STORE DISPLAYS (In-store)
F/ BESPOKE TOUR OF THE SPACES &
IN-STORE DISPLAYS (shop windows)
THANK YOU!