portfolio of clients work
DESCRIPTION
Paula Arkell M.A - Brand & Retail Consultant Portfolio of clientsTRANSCRIPT
P A U L AA R K E L L – W A L L E R
RETAIL CONSULTANT
‘ Working with retailers problems by using a hands on approach to solutions’
Profile – Retail Consultant
VM Judging - SkillVM part of Skillsmart Retail 2011
Teaching – Workshops on all aspects of retail operations in London including Fashion & Textile Museum
Consulting – With Government Regeneration Projects: LDA, ODA,
Ilford BID, Newham Zip Cove, Fit For Business, Ilford Lane
Mentoring - And working with independent Retailers & Wholesalers: Sales Training, Merchandising, Window Display, Troubleshooting
Writing – VM and Sales Training manuals www.fashionenter.co.uk www.fashioncapital.co.uk
Illustration – Fashion and design for www.fashionenter.co.uk www.fashiocapital.co.uk
Areas of Specialism:
Business Support & Start Up Tendering for Public and Private Sector
Contracts Visual Merchandising Window Display and Planning Sales Team Training Mentoring Business Planning Design and Illustration (Freehand) Staff Development Presentation Skills Marketing Public Speaking Personal Development and Career Advice Writing
Visual MerchandisingSkillVM, Training and Freelance VM Design
VM Judge 2011
‘skillVM is a national platform for students to demonstrate their visual merchandising, creative and technical skills in a live competition environment in the search for the best of the best in VM. Designed by Skillsmart Retail, the Sector Skills Council for Retail, it promotes skills across the retail sector, develops creative flair and showcases excellence and is part of the World Skills UK portfolio of skills competitions in association with UK Skills.’
VM Skills 2011
UNIQLO - Autumn Winter Campaign
Briefed to come up with concept ideas for window campaign for the new Season Sophisticated modern look.
Concept 1: Film Noir (Retro)50’s & 60’s, black and white film stars.Colours: Red, Black and white props red carpet, clapper board, movie chair.
Concept 2: Modern Life FramedSophisticated lines, key items, ‘The Shirt’, ‘The Mac’’.
Colours: Black and white, Props; Frames and screens
Concept 3: London StyleMod 60’s look key icons London
Colours: Black and white, red, blue
Fashion Design, Illustration & Writing
Grace Kelly Exhibition, Fashion Enter, Fashion Capital
Grace Kelly Exhibitionhttp://www.fashioncapital.co.uk/the-summer-dress/Grace-Kelly-At-the-VaA.html
Illustration and Design
Summer Dress Design for Brandalley
Competition for www.fashionenter.co.uk
to design a summer dress for Brandalley
customer.
Overview: A day to night dress, age group
25 -40 sophisticated woman wanting to
make a stylish statement
Illustration – V & A Exhibition Elegance 2009
Visual Merchandising Workshops
VM Training, Fashion Mentoring, workshop speaker
ZIP COVEMentoring Programme
Mentoring Programme in connection with Newham College time frame 6 - months
Working one to one with SME’S
Setting objectives to be achieved at each meeting 4-6 week meetings
Support network and business advice for designers and retailers in their first few years of trading at a subsidised cost
Akino – Handbag Bar2nd Floor, 2.15 Kingly Court, Carnaby Street, London, W18 5PW, email: [email protected]
Issues discussed & actions taken:
Worked with client for 4 months looking at visual presentation of store:
Store layout – creating a work bench and in store stories on the bags
In store – Promotions and signage
Store window ideas
Approaching buyers around a concession, and what type of retailers to target
Akino – Handbag Bar
Asian Dreams WorkshopsThe Fashion and Textile Museum, London
VISUAL MERCHANDISING & RETAIL WORKSHOP
PART 1
‘ Windows of Opportunity’
Purpose of Display: (60 min) Basics of display/history Reinforce brand image, retailers with
good brand identity Windows as a selling tool Interior displays – current & future
trends Display calendar What you need in a display box
Q & A and a tea break (15 min ) Practical: Basics to dress and style a
mannequin ( 45 min )
VISUAL MERCHANDISING & RETAIL WORKSHOP
PART 2
‘ Every shop tells a story’
Store Layout: ( 60 min ) Creating a shopping experience An atmosphere in store that reflects
the brand Store layout, encouraging traffic
penetration Utilizing hot spots Stockroom Retail Future
Q & A and a tea break ( 15 min ) Practical: in a shop environment
building a display ( 45 min )
Asian Dreams WorkshopThe Fashion and Textile Museum, London
EXHIBITIONS AND TRADESHOW WORKSHOP
PART 1
‘ Exhibitions & Tradeshow’
Practical planning ABC: ( 60 min ) Planning and setting up your stand Creating the look Props Organizing your day How to promote your stand Marketing and POS
Q & A and a tea break ( 15 min ) Practical: Building a stand ( 45 min )
EXHIBTIONS AND TRADESHOW WORKSHOP
PART 2
‘ How to approach buyers’
Selling – Principals of customer service (60 min)
What is good customer service Personal touch Changing customer priorities Body language and visualization
skills
Q & A and a tea break ( 15 min ) Practical Selling to a buyer ( 45 min )
Oxbow – Regional VM Manager
UK and Channel Islands
OxbowUK Channel Islands VM Manager
Vm Territory of 46 stores including 3 corners and furniture accounts throughout UK and Channel Islands
Visual merchandising and training of Oxbow product within the stores, working with Managers and owners on products and promotions
Identify key best selling styles from the competition that is missing from the current collection
Liaise with UK Marketing Manager and VM Manager France, including regular visits to Head Office in Bordeaux and Paris
OxbowBoardwalk, Newquay
Problems: Location Too much stock ‘less is more’ No accurate sell out figures
Actions: Relocation for 2004 New wall unit merchandising Stock count round beginning and end of each
season Utilize exchange programme on slow or best sellers
Oxbow
Oxbow Free Spirit: Brighton, Southampton, Milton Keynes, Blue water, Leeds, Cambridge, Guildford, Exeter
Selection of product promoted within 8 stores oxbow men’s and women’s as a trial brand for summer season
Placed in hot-spit locations around the stores
Oxbow to become a permanent brand within all stores in 2004
OxbowJust Add Water: Norwich, Brighton, Southampton, Poole, Bournemouth, Bath
Promotional window for snowboard wear on a sale or return basis
Time frame 2-weeks
Stores chosen for this was Norwich, Bournemouth, Bath feed back of sell through was good, technical product was a slow mover
OxbowOcean to EarthCorner: Yeovil, Andover, Salisbury, Weymouth, Basingstoke
P A U L AA R K E L L – W A L L E R
RETAIL CONSULTANT
‘ Working with retailers problems by using a hands on approach to
solutions’