Fashion Without Boundaries

GENDERLESS VISUAL MERCHANDISING

Merchandised by function (not gender)
Men’s and Women’s product together in sport specific areas
Nike are very good at showing diverse body shapes
If product is unisex, it is mixed together on fixtures
If fit is dictated by body shape it maybe split onto adjacent fixtures, but still styled on men’s and women’s mannequins
Styling and mannequins very important to show the range of possilbe looks

Gender neutral concept store
Specifically for consumers aged 18 – 24
Product designed for the collection to which they belong regardless of gender- Trialling a single size scale
Interestingly minimal/no use of mannequins

De gendered merchandising in store
Customers don’t realise that men’s and womenswear is mixed, they are exposed to items they wouldn’t normally see
and shop the whole space

Great marketing images showing how same product can be worn different ways
Marketed as ‘Versatile Styles for All’- Product is all sized Small/Med/Large not in 10/12/14 etc for women

Merchandise store by product type instead of gender
Product mix is going to be important
Product categories should be moved around frequently to keep it looking fresh and new
Need to ensure there is enough menswear otherwise these items will get swallowed up in the merchandising and the store could look very female instead of genderless
Think about sizing cubes, do you need them, they define a gender (or use small/medium/large across all products instead)
Bust forms instore and styling will be very important, maybe show a similar item in different ways on two bust forms next to each other? eg A suit jacket with a dress and then paired down with trousers and t-shirt?
May need to allow more space to display than you would normally do
Windows will be important to display what the store is about, keep it simple and clear but refresh frequently
Opportunity for marketing images to highlight “Fashion without Boundaries” message in words and pictures
Important your store team authentically embrace genderless dressing in ALL its forms wearing clothes they love and know how to style lots of different types of looks