Last May, the Visual Merchandising (VM) team of the Polish fashion brand Top Secret collaborated with the School of Form (SOF) on a series of styling and advertising workshops, organized for students of the VM Professional Certification and Training Program in Poznań. Establishing a link between online and in-store merchandising is a an important element of brand strategy, therefore the workshops focused on the overall process of creating a customer experience. During the two-day workshop, students developed their styling skills, took part in professional photo shoots and learned the post-production process. The photos produced during the workshop have been used by Top Secret for their online summer campaing.
Learning from Top Secret Specialists
During the workshop students created mood boards, i.e. inspiration boards, which serve as departure points for designing the whole campaign. Participants also established a benchmark for the creation of the brand personality, i.e. brand identity expressed in terms of human traits. These tools helped the students to develop three look books, each with a different theme, addressed to three diverse groups of customers.
The second part of the workshop covered visual merchandising. Students were introduced to the concept of omni-channel, i.e. a multichannel sales approach that provides the customer with an integrated shopping experience, and discussed the future of VM. Furthermore, students had to prepare visual merchandising instructions for Top Secret products, taking into consideration the commercial aspect of the campaign. The workshop took place in Top Secret’s flagship store, located at Posnania shopping center in Poznań.
Programs in English
at School of Form
Lookbook – Taste of Summer & Bohemian White
Michał Waszkiewicz, Creative Director at Top Secret, summarized the collaboration: “The students displayed great openness in the creation of the campaign. They demonstrated original thinking in approaching broad themes of “total white” and “color splash”, which resulted in an excellent photo shoot”. The results of the collaboration have been included in the Top Secret’s Summer 2017 online campaign.
The following School of Form students participated in the workshop: Justyna Sołodowczuk, Joanna Longa, Aleksandra Szmurło, Maja Szulczyk, Aleksandra Lauba, and Aleksandra Siemaszko.
Photos: property of Top Secret
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