Presentation and Store Design Category

About Sephora Sephora is the leading chain of perfume and augmentative retentivenesss in France and the second in Europe. There atomic number 18 over 1,600 Sephora encloses in 27 countries, and over 340 of those restrain opened in due north the States since the first US store opened in 1998 in sweet York. Sephora is the originator of the open-sell prestige cosmetics flummox, which affords customers the capacity to test and rile any fruit in the assortment.Across the categories of Makeup, Fragrance and Skinc atomic number 18, cracks are presented within a unite Sephora-driven presentation melodic phraseat to enable cross shop, and lymph nodes are encouraged to jibe and test all produces. That agitate of differentiation is an essential part of our sell proposition and brand essence, and has proven effective in enabling knobs to research the complete mark of brand offerings by category. In complement to this synergetic and interconnected presentation of each bra nd in Sephoras product mix, clients are guided through each worlds products with back presentations.These presentations cotton up trends, explain how to combine products to customize a makeup anticipate or skincare regimen, and bridge into potential service consultations or layer registrations with our clay sculpture of experts. While much success has come from the breadth of products offered to clients, we have also discovered that the bottomdy-store effect can be overwhelming. Clients love the access and choice, but hauntly crave guidance to hone their selections. So reconciliation bounty with points of access is key to navigating our stores and assortments.Sephora aims to serve as a stunner editor, offering a vast array of products, but providing a curated point of view that helps each client delve into the selection best meet for her. THE STORE DESIGN CHALLENGE Sephora has a strong market front in Makeup, Skincare and Fragrance, but is most known in North America for i ts tint (the internal term for the Makeup category) shopping experience. This model defines the brand and the remainder of the stores format.The unbridled product access, the ability to trial any product in the store, and the sense of fun and interaction remain popular and engaging for our clients. But Sephora is interested in exploring how its comment experience might evolve to better evoke trends, to a greater extent deeply engage clients in meaningful product exploration, and offer a less(prenominal) nonmoving witness from one clients visit to her next. This altercate is to rethink the stores formula for Color, preserving the defining and differentiating aspects of the opensell cosmetics model, but update its look, feel and client experience.Students are to identify what they think is essential from the trus 2rthy in-store model, articulate the opportunities for evolution foundd on the added advantage created in the clients shopping experience and engagement with the brand , and then propose a holistic concept presenting the evolution of the total Makeup department. The updated look, feel and client experience should allow implementation across the range of existing stores. repositing sizes overall range from 3,800 to 6,000 square feet on average, with Color comprising approximately half the store.Entries should take on a suite of core fixtures and stimulates, complemented by interchangeable elements, with the incontestible ability to reconfigure into a variety of spatial conditions. The fixturing suite should be unified in language, but may articulate through a range of elements and presentation methods. Modularity is essential, as is solving for the challenges of presenting small-scaled products in an organized and inviting way. The See-Try-Buy model at the heart of the Sephora store concept must be inherent in all presentation themes.Sephora pass on supply the approved corporate logo, as well as its brand mark and red Pantone match, The Fla me. The Sephora name is derived from the conglutination of the Greek god Sappho with the biblical figure Zipporah, and the Flame is the representation of her allow spirit. Along with the word mark and Flame, Sephoras b insufficiency and white band are a globally iconic branding element, used with resolve as part of the storefront architecture. Derivations and references to these brand codes may be considered in the contrive of the fixturing programs, but should be treated with a level of sophistication.Sephora stores are black and white, with judicial use of red accents. Color may be introduced through graphics or optical merchandising, but all store fixture elements must adhere to this branded color palette. Complementary metal finishes are permitted, as are variations in the materiality and proportional family relationship of the brand colors. GENERAL REQUIREMENTS The current fixture program is composed of two core fixtures. A running(a) the stores base beleaguer unit a nd a gondola the makeup categorys base report unit. Sephora creates these base modules, and then ndividual brands work with Sephora to customize the tray components to each lenifys assortments and stories.These trays are updatable and interchangeable to any position within the linear and gondola system this function must be preserved in the design concept. Limitations of the current fixture program include a lack of flexibility to create more varied spatial configurations and presentations, a static graphic communication system, and an overall feeling of being fixture-heavy and cumbersome. Fixtures should focus more on the product and storytelling. Objectives within each of the brands feature presentations include focus and articulation of current trends and the latest product innovations gain secondary presentations of core product groupings such(prenominal) as eye shadows, foundations, and backtalk products a forward presentation of each product available for the client to t est, backed by packaged and accessible selling stock and surplus back-stock storage in each unit. The newly proposed core fixture solution needs to provide for a base system that preserves an cardinal framework to each brands presentation while evolving how the brands can express their trend and product stories. The overall department is punctuated by highlight areas. Here Sephora presents a curated assortment of the best of a product segment, such as mascaras, or highlights a larger trend, such as quail at art. Design proposals are to reconsider how trend and highlight areas function and are mingled into the brand library of the overall department. These areas should be flexible for frequent updating, encourage play and trial as well as shopping and learning, and be designed to enable varied configurations over time. The total store is anchored by the Beauty Studio, the destination for clients to receive cast-assisted consultations.Design proposals should thoughtfully integrat e the experience of experimentation and trial throughout the revamped Color experience. Clients should always feel exposed to looks, trends and product innovations, with the ability to try the products individually, in groups or with cast assistance. Sephoras virtual presence has grown. It is the leading online beauty retailer, with a unwavering following across all forms of social media. The virtual experience with the brand affects the in-store shopping experience, so students should consider digital integration across the Color experience. The area should range from 1,600 to 2,500 square feet, comprising a mixture of wall and floor fixtures. PRESENTATION REQUIREMENTS AND FORMAT separately approach should be submitted in an 8-1/2 x 14 bound booklet, not to exceed 12 pages. The design may be hand-drawn, rendered, photographic, and/or computer-generated. Students also must submit a copy of their design in PDF format entry on a CD. A PDF version of the booklet is also required . The submission should address the oecumenic requirements above at a scale and composition determined by the student.A written concept statement limited to two paragraphs must highlight the unique fixture design, the rationale for design decisions, material selections, and the demographic for whom the design was made. GENERAL INFORMATION AND ENTRY REQUIREMENTS This competition is open to undergraduate college students only. Students may only enter ONE category either the visual merchandising category or the store design category. The students name and school name is not to be visible anyplace on the presentation pages or cover. Each entry must include a printed entry form and disclaimer clipped to the back of the entry. Each entrant must complete and submit an online copy of the entry form as well. Students must also submit a copy of their entry on a CD or DVD in a PDF format with the entry. Please make sure to label the CD or DVD. Students are advised to keep a copy of the ir entries, as entries will not be returned. Entries must be received by 500 p. m. Pacific time on Tuesday, Oct. 29, 2013. Sephora PAVE Entries Attn Paul Loux & Hillary Washington 525 securities industry Street, 32nd Floor San Francisco, CA 94105