Dear GAP

I wanted to express my gratitude for the opportunity to work with your team and contribute to the success of our floor sets. As a visual merchandiser, I understand the challenge of creating an attractive and functional display while staying within budget.

To me, the key to a successful floor set is having a clear understanding of the brand image and seasonal story, and using color theory to guide the layout. I believe that simplicity is often more effective than clutter, and removing unnecessary fixtures and focusing on building outfits can have a big impact on sales.

I also appreciate the importance of being agile and responding quickly to changes in customer behavior or market trends. By updating displays promptly, we were able to maximize sales and keep customers engaged and delighted.

One of my favorite quotes from my boss is "are you surprising and delighting our customers, or are they leaving disappointed?" It's a powerful reminder that keeping inventory on the floor and creating a visually appealing experience is crucial to success in retail.

Thank you again for the opportunity to work with such a great team, and I look forward to continuing to contribute to our shared success.

Sincerely, Em

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Below are in progress images of various floor sets at Gap

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Adventure in Banana Republic Fashion

I went through so many ideas. 

  For this project, I started with mood boards and lists. First, I needed to find the right tone and color pallet for the theme and client. The purpose was women’s clothing in fall, so I was looking at darker and less saturated colors. I love deep wine reds and floral patterns that don’t feel too overwhelming on the wearer. additionally, I want to add a pop of color to thicker warmer weather clothing. 

  I added my patterns to the key drivers of the company. For the Banana Republic that meant Sloan and Logan Pants, merino wool sweaters, and Dillon and Riley fit button-up shirts. I also included Madison High heel shoes. These items are a staple in many women's personal and work wardrobes. 

  Next, I created twists to classic silhouettes. The focus was on creating figure-flattering forms that highlighted the classic pieces. I wanted jackets that came across as classy and more fitted than previous coat designs as well as bigger jewelry that complements the seasonal patterns.

  I plan on doing more projects like this in the furture. You can find all progress images on my Instagram @impulsivelysimple