COURSE NAME: Introduction to

Fashion Retailing
COURSE CODE: MKTG1443
LECTURER: REBECCA MORRIS
STUDENT NAME:
1. LE NGUYEN HAI ANH (S3922570)
2. NGUYEN DO TUAN HIEP (S3938135)
3. NGUYEN TRONG HIEU (S3926896)

Figure 1: The garden at Visvim General Store

 TABLE OF CONTENTS
ABOUT VISVIM BUDGET
About Visvim Detailed information about
About Hiroki Nakamura budgeting and renting space
Brand image Profit (%) and Monthly target sales
Brand personality
Brand history
COMPETITIVE STRATEGY AND
MARKETING STRATEGY
Target market
Visvim stores Competitive strategy
Key features of store design of brand existing stores Marketing strategy

STORE LOCATION PRODUCTS PLAN

Outerwear Footwear
Address and property information Top Collectible - Homewear
Nature of nearby stores/locations Bottom Accessories
Parking
Traffic STORE DESIGN
Population and traits
Reasons

Figure 2: Visvim (2022) Visvim WMV F/W 2023 Exhibition

 ABOUT VISVIM

Figure 3: Visvim (2022) Visvim General Store

ABOUT VISVIM ABOUT HIROKI NAKAMURA
In the world of fashion, the blending of vintage silhouettes and The Japanese designer of Visvim is Hiroki Nakamura. Two
contemporary design is no longer a radical concept. Almost all syllables that spell style for purists who see it as a religion more
fashion companies draw inspiration from previous humankind than a brand. Hiroki Nakamura is the ideal representative—
heritage while making new clothes. But Visvim is a company that attractive, a doer rather than a talker—and he has quietly
has mastered the "Future Vintage" idea and has established a carved out a path for himself that is entirely his own. ( Stewart
benchmark for how it can be defined in the creation of both 2016 )
clothes and footwear.
Nakamura was raised in
Tokyo, was born in Kofu,
Japan, and ended up
traveling to Alaska where
he enjoyed snowboarding,
camping, and whale
watching. He spent eight
years designing
snowboarding apparel for
Burton Snowboards, where
he gained experience
Figure 4: Visvim (2017) WmV Visvim making high-performing
products. ( BoF n.d )
Figure 5: Hiroki Nakamura

Founded in 2001, Visvim is a Japanese brand known for its time-
honored clothing and footwear that is infamous for their luxury
pricepoint and vintage-inspired, rustic aesthetic that blends
Americana ruggedness with artisanal Japanese traditions method.
*( Smith 2018; Deleon 2013 )
“Japan is an island and we really like something from outside,”
Nakamura told BoF. “Many new things come from America, still
now, and because it’s so free-thinking. There’s something
about Americana style. It’s so eclectic, so young.”
BRAND IMAGE
Producing garments that represent the past, present, and future.
Visvim has been recognized as a lifestyle brand that embraces
old techniques of craftsmanship such as natural dyeing and
hand sewing while incorporating cutting-edge innovations like
Figure 6: Visvim store
Vibram, GORE-TEX, etc the designer has established something
called “future vintage” with the pursuit of timeless beauty ( Smith
2018 )

BRAND PERSONALITY
Visvim can be described in two words: dignity and pride.
By placing a high value on the cultural knowledge that has been
passed down to traditional artisans, Visvim ties their market to
the work of those who produce with dignity.
When a Visvim task is complete, the company wants its
customers to proudly use and experience it with their own hands.
When the chance arises, Visvim wants customers to consider
"why this product means something to me." When that happens,
the company hopes that people will recognize how sincere
Visvim is in the materials they use and the handcraft traces that
can be found in their products (Visvim n.d).
Figure 7: Visvim (2017) WmV Visvim
BRAND 2005
Visvim started producing apparel. Nakamura

HISTORY made a design decision that stayed loyal to

his love of vintage Americana while keeping
performance in mind.
When opening boutiques, Nakamura
developed the idea of F.I.L. (Free International
Laboratory). The designer wants each store
to feel more like a working laboratory for an
international brand than just a storefront.
The first Visvim F.I.L. shop opened in Tokyo's
Shibuya district in 2005 ( Li 2017 ).
2013
Visvim has expanded further with
the introduction of its women's
brand, WMV, in addition to their
iconic footwear and male lines.
The line was introduced in 2013
and is created by Nakamura and
his wife Kelsi ( Li 2017 ).

The first step in his own career 2008 2014 - 2017

Following a stint at Burton Snowboards,
where he worked alongside Hiroshi
Fujiwara (Founder of Fragment Design).
With an obsessive, ever-growing
collection of vintage clothing and a
wealth of practical design knowledge
from his tenure at Burton, Nakamura
made the decision to launch his own
apparel line. In 2001, he developed a
footwear label that combined Native
American moccasins with high-tech
sneakers ( Jonathan n.d).
Nakamura debuted the FOLK series In 2014, Visvim built their first "flagship"
in 2008; this collection is store in Omotesando (a neighborhood
distinguished by its use of organic in Shibuya), which is totally distinct
materials and straightforward from their F.I.L. concept stores ( Li 2017 ).
design. The FOLK line was motivated Visvim's First Ever 2017 Spring/Summer
by a journey Nakamura took to Runway Show at Pitti Uomo.
Finland's Lapland region, where he
spotted a pair of boots created by a
local Sami tribe's woman with hay-
stuffed reindeer hide ( Li 2017 ).
TARGET MARKET
1.Demographic 2. Psychographic : 50

Gender: Male Style:

Age: 80% of 20- 40, 20 of others - Vintage
40
Income : 2000-5000 + USD - Americana
Occupation: Full-time workers, stylish, singer - Artisanal Japanese
Marital status: single, married. tradition
30
40
Value perception:
Future vintage fashion,
the prices of functionality, 20
30
Interests :
- Like social activities
20 - Spend time learning about 10

fashion brands and the craft

10
production lines
- Like photographing 0
Direct Referrals Search Social Mail Display
- Read fashion news Figure 9: Similarweb (2022) Marketing channels distribution
0
18-24 25-34 35-44 45-54 55-64 65+ - Motorbike,
- Enjoy art activities such as going to art exhibitions, galleries, and concerts.
- Like denim garments
Female Purchasing behavior:
39.16%
- Shop at least 2 times a month
Male - Shop on multi-channels
60.84%
- Willing to pay for high-priced products
- Influenced by social media
Figure 8: Similarweb (2022) Age and Gender distribution - Prioritize products with high quality and long-term use value
TARGET MARKET Figure 10: Similarweb (2022) Geography & Country targeting

3. Geographic :
Region: Asian , Americas & Europe
- Although Visvim only owns physical stores
in the US and Japan, we can see that the
number of people in United King who visit
visvim's website online is up to 18.14%. That
shows us that Visvim not only has a
customer base in the US and Japan, but they
also have a large number of potential online
customers from the United kingdom.

Climate:
- The geographical location of the US and
Japan is spread, so the climate is very
deserve
Based on data collected on December 29 from Similarweb
- Visvim’s jackets is suitable with winter
weather in US and Japan Top countries
- Size of city : Large and medium
- Type of area : Urban
United States
33.80% Republic of Korea 1.42%
35.40% 10.37%

United KIngdom Taiwan

18.14%
35.20% 2.28%
41.27%

Japan Others
16.72% 50.60% 17.10%
VISVIM PRICE
Outerwear
Vests: 2.400 - 4.300 USD
Blazers: 1.800 - 2.600 USD
Jacket (Denim-Varsity): 700
- 11.000 USD
Coat: 2.000 - 19.000 USD
Hoodie: 600 - 1.100 USD
Bottoms:
Chino pants: 650 - 1.075 USD
Alda pants: 920 - 1.110 USD
Gifford pants: 900 - 1.330 USD
Short: 350 - 700 USD
Top:
T-shirt: 220 - 650 USD
Caban shirt : 800 - 1.600 USD
Shoes:
Leather shoes: 800 - 1.400 USD
Sneakers : 500 - 1.300 USD
Sandals: 400 - 2.500 USD
Collectibles:
Magazine: 60 USD
Uchiwa: 200 - 400 USD
Pin: 100 - 300 USD
Rug: 9000 - 16.000 USD
Scented candle: 150 - 180 USD
Accessories:
Tote bag: 500 - 3.000 USD
Hat: 200 - 1500 USD
Wallet: 200 - 400 USD
Socks: 100 USD
Muffer: 500 - 1100 USD
Belt: 400 - USD
Figure 11: Visvim men jacket Figure 12: Visvim accessories
Figure 13: Visvim footwear Figure 14: Visvim accessories
Since most Visvim products cost more than $500, access for some consumers to the brand may be
severely hampered by cost. Nakamura explains his prices by assuring clients that his products would last
and bringing some transparency to his production procedures in his regular "dissertations" that pertain
to the Visvim products now on the market as well as any potential future ventures. Visvim's products are
highly targeted and professional to meet the needs of a certain group of consumers. The market
segmentation is not large, but according to the advantages of enterprises, products can promote the
market and have a profit base. In my opinion, Visvim’s product price is worth it because it is handmade
made and has value that can bring in the future.
Visvim
stores
>50 STORES
AROUND THE
WORLD
Visvim stores are divided into 5 concepts
1. F.I.L stores:
Nakamura didn't want to call his first store "visvim" when he originally
launched it. He was unsure of the direction his store would take because
the brand was still in its beginnings. He made the decision to build Free
International Laboratory, a more neutral, gallery-like retail location, rather
than launch with a fully branded flagship store (F.I.L.) Instead of starting
out with a fully branded flagship store.
The boutique had a small amount of merchandise and was more akin to
an art gallery than a regular retail shop. It also had plenty of natural light
and white space. The choice to have no music played in the store was
decided consciously.
>60 STORES
IN JAPAN
2. Visvim Flagship store:
Wanting to present visvim to a larger audience makes sense given
the decision to open a store in Omotesando's main shopping
district. Even in just the past 10 years, this area has become so
much more international. The diversity is evident on the streets. It's
a fantastic opportunity to promote what we're doing to a wider
audience.
The Visvim main store is located in a high-traffic retail area, making
it simple for passersby to stop by and discover more about what
they do. Their retail stores have never been very accessible, and
they have never approached potential customers in this way.
Visvim stores
3. WMV Visvim store:
WMV VISVIM is where they keep their womenswear line WMV and
serve little cloud coffee.
A style of residential building resembling the beauty of traditional
Japanese tea houses was used in the renovation of this
establishment. Many of the building's primary structures, including
the columns, beams, and roofs, still use their original materials,
while other structural components were constructed with Hiroki
Nakamura's ideas. Figure 15: FIL Tokyo

4. Peerless
PEERLESS, which recently opened in Shibuya PARCO, features a
bricked compartment which houses the shop's office connected
by a change room. Individually gloss-treated deadstock bricks Figure 16: WMV Visvim Tokyo
with unevenly grilled surfaces provide a moist expression against a
dry, gritty texture. The somewhat uneven surfaces and slightly
crooked straight lines of the bricks, which were undoubtedly laid by
a craftsman's hands, add warmth to the room.

5. VISVIM GENERAL STORE / VISVIM GALLERY

In July 2022, Visvim's newest store, VISVIM GENERAL STORE/VISVIM
GALLERY, opened in Tokyo's Naka-Meguro area. It is filled with the
creations of numerous artisans who have dedicated their lives to
Figure 17: Visvim General Store
their craft, starting with the Japanese garden, the tin pedestals
and countertop, as well as the stencil-dyed (katazurizome)
fusuma sliding screens.

Figure 18: Visvim Peerless

KEY FEATURES OF STORE Figure 19: Visvim store

DESIGN OF BRAND
EXISTING STORES
The primary objective of any Visvim store's design is to provide
clients with a neutral yet welcoming environment in which to
experience the brand's products.
Products would be showcased with a deliberate seriousness,
an ambiance of subtle tension without any music in store.
Nakamura believes that having conversations with
customers to bring them a comfortable feeling is more
efficient than any type of music

Figure 20: Visvim store

High ceilings, hon-shikkui plaster, natural light, the harmony
between that light and shade, antique furniture made primarily
of wood, the use of greenery or other organic materials, and the
scent filling the space are just a few of the design features that
Hiroki Nakamura can come up with to allow a person visiting
Visvim store to feel comforted
Visvim built a comfortable retail environment that is
connected to nature: skies, sunlight, wind, and flora. Natural Figure 21: Visvim store

light was a crucial requirement for their space.

Many Japanese traditional techniques are represented in
stores design such as Hon-shikkui, Katazurizome Fusuma,
Tataki, Arai-dashi, Ganpishi, Takehogaki, etc.
Hiroki Nakamura drew out the first sketches for each store
design; he independently selected the locations, the materials,
the exterior, interior designers, and artisans to work with. With
Visvim, Hiroki Nakamura pours his heart into each and every
store.
 STORE LOCATION

Figure 22: Visvim General Store

 Figure 23: Social Fabric 2022

ADDRESS AND PROPERTY

INFORMATION:
Location: 244 Pasteur, Ward 6, District 3, Ho Chi
Minh City 700000, Vietnam
Working hours: Monday – Sunday (9AM-9PM)
Rental price:
1. Because they always encourage artists or
original events, this venue won't charge a rental
fee.
2. On August 12, Social Fabric – Một vải, nghìn vóc
was held here (produced by Hidden Archive and
others). According to a Hidden Archive member,
this location will help plan the event free of
charge, but if you want to rent long-term, it
would cost 300 million VND ($13.000) per month
and every social media posts which related to
this place must include SunLife trademark.

Figure 26: Sunlife (2022) Delasol

DE LA SÓL
SUNLIFE
FLAGSHIP

Figure 24: Delasol Figure 25: Delasol location

 NATURE OF NEARBY
STORES/LOCATION:
There aren't a lot of premium clothing
retailers close to the De La Sól area
where Visvim rents space (mainly
restaurants).
About 1 km from War Remnants Museum
and Independence Palace
District 3 has a heavy amount of trees
and is home to French colonial villas.
Additionally, this place is excellent and
ideal for transporting: (top10hcm, 2022)
1 Km from Independence Hai Ba Trung Street forms the border
Palace between the Northeast and District 1.
Nguyen Thi Minh Khai Street serves as
the Southeast's border with District 1.
The Phu Nhuan district is bordered by the
North.
Cach Mang Thang Tam Street forms its
southwest boundary with District 10.
District 10 is divided from the South by Ly
Thai to Boulevard...

Figure 27: Delasol location Figure 28: District 3


Figure 29:Delasol Parking area
Figure 30: District 3 traffic
Figure 31: District 3
PARKING:
Price: Parking is available at the café in
front of the gate (free of charge)
Nearby parking location: relatively few
possibilities
TRAFFIC:
There is heavy traffic on the roads in District 3, which crosses
several important traffic axes.
Ward 6 is situated in subdivision 4, which is made up of street
squares that are arranged in a checkerboard pattern. Roads
like Cach Mang Thang Tam, Nam Ky Khoi Nghia, Pasteur, and
other major thoroughfares traverse over Nguyen Thi Minh
Khai, Dien Bien Phu, and Vo Thi Sau.
POPULATION AND TRAITS:
Area: 4.92 km2 (District 3)
0.88 km2 (Ward 6)
Population:
1. Total: 196.320 people (District 3)
12.196 people (Ward 6)
2. Density: 38.694 people /km2 (District 3)
13.859 people/km2 (Ward 6)
REASON
Is a brand-new café in District 3 that has an outstanding and opulent
design, with the spiral staircase and propellers serving as the design's
focal points. De La Sól and Shadow Lounge, a romantic and creative
café and exhibition complex with lots of open space and shady trees,
is where Saigon's young people hang out. There are also spacious air-
conditioned rooms available. As a result, this location will be perfect
for Visvim to open its first branch in Vietnam since it adheres to the
company's desired design aesthetic: An open floor plan and modern
touches on simplicity offer pleasure.
Figure 34: Delasol (2022) Zac Buehner
Figure 35: District 3
Figure 32: Tran Tran (2022) Delasol
Figure 33: Tran Tran (2022) Delasol
District 3 is an area in the city center that is densely
inhabited, has a high level of population, and has a
lot of potential for the growth of businesses and
services. The stunning industrial design of De La Sol
will impress passersby, especially its flame-anodizing
stainless steel survey stair, which is done by hand by
Zac Buehner. Whenever direct sunlight hits the stair,
the flame-anodizing steel material will reflect the
light to create a scintillating effect.
Figure 36: District 3
Figure 37: Pasteur street Figure 38: Japanese Americana Figure 39: Nalidsa (2018), Dan Sinh Market HCM city

History of Pasteur Street, Pasteur
Street is one of the oldest streets in
Saigon, established in 1865.
HIROKI NAKAMURA SAID: “ VISVIM
IT'S ALWAYS BEEN A DESTINATION
SHOP THAT YOU HAVE TO KIND OF
GO OUT THERE AND FIND;
I MEAN, IT'S IN A
BASEMENT (*LAUGHS*).
" THAT IS WHY WE
CHOSE PASTEUR
Why is Visvim likely to open a store in
Vietnam? Saigon is heavily influenced by
Western culture, particularly American
culture as shown in the 80s and 90s fashion.
“It is not until now Americana has become a
trend, it was developed on the foundation of
the past generation, our parents and
grandparents have already been rocking
flare types of denim, Cuban, Aloha shirts,
and other influential American styles for
decades. A mediocre thing on a daily basis
only becomes a fashion trend when mass
media finds out about it, and people start
wearing it and recalling it on social media”.
Since Vietnam has a rich historical legacy
that has been passed down over many
years by Western nations like How Japan
has swayed on American culture.
Vintage military antiques from the War will
serve as a fantastic motivation for this stage
for Visvim's creator, who enjoys learning
about culture, especially American culture.
.Vietnam is a repository of documents with
numerous artifacts from the war. The lifestyle
that Visvim offers its clients will usher in a new
era of consumption in Vietnam, which will be
influenced by Visvim's future development as
well as studies
showing
that Japanese
minimalism and
sustainable style
are popular in
Vietnam.

Figure 40: Hiroki Nakamura Figure 41: Hiroki Nakamura

 BUDGET

Figure 42: Visvim FIL Kanazawa

 One of the region's top performing markets is Vietnam. Consequently, a lot of luxury companies desire to grow and enter Vietnam.
Comparing Vietnam's retail rents to those in other Asian markets like Singapore, Hong Kong, or Tokyo, they are quite low.
The average retail space rent in Ho Chi Minh City is above 2.9 million VND/m2/month, while in Hanoi it is over 3 million
VND/m2/month, according to Savills figures.
The rent for the chosen location is 13,000 USD per month, which is considerably lower than that of other major brands (> 25,000
USD), thus expenses may be included such employee wages, shipping and packing costs, utilities, marketing and advertising, ...
Visvim's sales will be at their maximum towards the end of the year and at the start of the next year since during these two seasons
the weather in Vietnam turns colder and is ideal for the selling of Visvim's jackets. Additionally, people get ready for the holidays at
the end of the year and the beginning of the year, which increases demand for shopping.

Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Profit
49 44 37 38 39 39 40 43 43 44 48 49
(%)

Monthly
Target 195.500 180.350 160.080 162.750 165.250 165.250 167.640 175.800 175.800 180.350 192.720 195.500
Sales ($)

Total target sales ($): 2.116.990

Table 1 :Total revenue that Visvim aims to achieve in Vietnam after one year in operation
COMPETITIVE STRATEGY AND
MARKETING STRATEGY
1.Strategy Approach
A focused differentiation strategy is one that involves targeting a limited set of consumers with unique offers. The tactic is also known
as product specialization, niche differentiation, or marketing to specific markets. The goal of the targeted differentiation strategy is to
concentrate efforts on a limited number of niche markets. The strategy emphasizes the need to produce items that are more useful,
better, or more innovative than those of the competition.
A concentrated differentiation approach offers a chance to add value, which is its key advantage. When a company concentrates on
a select number of clients, it can offer higher-quality services than its rivals. A business can command a higher price and generate
more income by developing a distinctive selling proposition. Additionally, the business can steer clear of price wars and build a solid
reputation for providing outstanding customer service.
However, because enterprises must focus the majority of their resources on the specialized good or service, the strategy is frequently
difficult to put into practice. Additionally, the specialized market's target population could be challenging to locate and reach
effectively. Additionally, the approach necessitates substantial investments in brand development, marketing capabilities, and the
acquisition of skills and competences required for first-rate customer service.

2.Marketing Strategy
Product:
The items: Outerwear, bottoms,top,shoes, collectibles accessories.
The items attribute:
Style and design:
In line with Nakamura's particular preferences, style, and vision, Visvim products have advanced over the course of the decade after
being first classified as streetwear. He gave the name "future vintage" to his approach to clothes design, which aims to create classic
pieces that pay homage to the past without being stale replicas. In 2013, Nakamura said in an interview with GQ, "I want to make
things that can be vintage in the future. My aim is to produce future vintage.
Symbolic meanings attributed to the items:
Visvim has persisted in being a leader in the manufacture of apparel and footwear with a wabi-sabi aesthetic. Each object is
influenced by the past, present, and future, and Nakamura's influences and interests are constantly visible. Nakamura frequently
employs time-consuming, traditional dyeing methods like mud and natural indigo because she is interested in alternative and old
production practices.
PRODUCTS PLAN

Figure43 : Visvim cardwell jacket
Outerwear
Figure44: Visvim denim jacket
Figure45:Visvim Kiyari Kimono jacket
The Visvim outerwear products at the De La Sol branch will be
more versatile, thin, and breathable to be suitable for the
tropical climate in Vietnam. The products regularly
distributed at the store will be denim jackets, leather
jackets, kimonos, and flap-pocket jackets. Especially,
a limited amount of coats will be released in the
winter season to aim at customers in the North with
cold winters and customers in the South who need
to travel to places with cold climates.
Figure46: Visvim Kerchief bandana jacket

Top
Based on the year-round hot weather in the south
of Vietnam, customers tend to buy cool and thin
T-shirts to combine with outerwear. Therefore,
shirt designs such as t-shirts, cabana shirts,
short-sleeve shirts, and polo shirts will be the
priority for sale. When the weather turns cold
in autumn and winter, this is the time when
products like long-sleeve, and long shirts,
will be released.
Figure 47:: Visvim flannel shirt Figure 48: Visvim T-shirt Figure 49: Floral-print collarlessshirt Figure 50: Harmon printed
short-sleeve shirt
 Bottom

Jeans are a typical product of Visvim, so they will be

sold in large quantities to serve the followers of denim,
vintage style, and hand-dyed pants. Besides, products
such as coronel pants, chino pants, alda pants, and
shorts will also be sold according to the release date
every 6 months.

Footwear
Figure51: Visvim jean Figure52: Carroll trouser Figure53:Khaki short Figure54: Visvim khaki Figure55: Long skirt
overalls

Visvim’s FBT is perhaps the most coveted silhouette in the

Japanese label’s footwear series,this shoes lines have huge
numbers Vietnamese fans.Based on the moist climate of the
Southside and the hospitality of my client, I find slippers are a
product of many prominent clients due to tenderness and brief .
At De La Sol location, FBT shoes and sandals will be the priority
sale for 4 seasons. In additional, the products such as loafer,
sneakers, get a will be sold due to the release date of the brand.

Figure56,57,58,59: Footwear products from Visvim's store website

Collectible- Homeware
Figure 60,61,62,63: Visvim's collectible-homeware items
The pricing of Visvim's collector goods is quite high. For
instance, the knotting carpet L costs USD 16,000, is entirely
handmade, and only becomes truly beautiful after extensive
use. To draw in and broaden the store's clientele, I consider
that collectible and home decor items should be offered in
limited quantities.
Accessories
Figure 65,65,66,67: Visvim's accessories
Accessories are an important part of product plan,’’ The less
you can afford for your frocks, the more care you must take with
your accessories”-Christian Dior. The average price of Visvim’s
clothing is quite high, so selling accessories is the first step for
the brand to reach new audiences. Accessories from Visvim
have a simple design, but each product has high brand
awareness.
STORE DESGIN
EXTERIOR
Crossing Pasteur Street, tourists can view the
Vietnamese Visvim F.i.l store, which features an
exhibit of modern art by De La Sol and a stunning
design inspired by traditional Vietnamese and
Japanese culture.
Figure 68: De La Sol
Main Materials: Woods, Glasses and Metals.
It is very obvious from Nakamura's store design
language that "Natural Lighting" is the most crucial
element in any Visvim store. For this reason, we
decided to completely enclose the Visvim Vietnam
store.
STORE FRONT
Second floor is the main store
which is also covered by glasses
but we will place a bamboo privacy
The"Visvim" logo is placed
screen:
Figure 71: Bamboo privacy screen
on top of the 2nd floor in
White
Keeping our items hidden allows
buyers to experience them
firsthand rather than just viewing
them from the outside.
Figure 69: De La Sol store front
The store frame is wood The store is on the second level,
1st floor is going to be the and because Saigon's weather is
perpetually sunny, the bamboo
“Little Cloud Coffee” by
fence may serve as a good
Visvim which is currently
curtain.
“Shadow Lounge”. The
coffee interior is visible
from the outside because it
will be covered by glasses.
In front of the store is a Japanese Dry
Zen Garden "Karesansui" :
As in other Zen Gardens, the gravel
Zen Garden is chosen to be located at is arranged to resemble the flow of
the welcome entrance because it water, we will try to put the word
creates calm, and meditativeness for “Visvim” by raking the gravel, so
customers which makes them feel the customers are able to see our
welcome and comfortable and also logo hiding in the gravel flow from
appeals to crossers. the stair or second floor.
Figure 70: Japanese Dry Zen Garden
At the main entrance to the 2nd floor store, there
will be a Japanese Torii gate.
INTERIOR
The store’s interior is a fusion of Vietnamese and Japanese traditional cultures.

Visual Merchandising Color palate Lighting

Warm lighting
A well-organized enhances the
display will make it shopping experiences
simple for clients and of customers by
salespeople to find the lowering their stress
products, increasing levels and making
productivity. them feel comfortable
in their surroundings.

The meaning of Torii gates is to distinguish sacred shrine

grounds from the human world. The reason we chose to
place the Torii gate at the entrance is that for some loyal Scent: Sound:

customers, Visvim with them is a religion more than a

clothing brand. Following the theme

Visvim Subsection Room Spray No. 7 Kyoto
of other Visvim
When the customers is the scent that we chose for the store. The
fragrance was created in collaboration stores, instead of
walk across the
with French perfumer Blaise Mautin and is playing music in the
Visvim Torii gate
based on the traditional sandalwood scent store, we will prone to
they will enter a
known as "byakudan." It is ideal for training our staff to
different world, a
enhancing the aroma of any area, it was spend time having a
special place that inspired by a visit to a temple in Kyoto good conversation
they have never been around 9:00 AM. This fragrance will fit well
with customers
to before. with the Torii gate and the store’s interior.
which leads to their

<https://www.firmamentberlin.com/vi purchasing behavior.

svim/28443/visvim-subsection-
room-spray-no.-7-kyoto.html >

Figure 72: Visvim Subsection

Room Spray

Figure 73-74: Ly's Dynasty Dragon
There will be one fitting room in our store which
resembles the Japanese wardrobe. On top of the
wardrobe is the traditional Vietnamese dragon
sculpture which is represent for Ly Dynasty
craving era, with the brand logo in the middle.
The dragon represents nobility, enduring life and
power, and the desire for a five-clawed dragon
(the king dragon has five and the common
dragon has four), which represents Visvim's
current dominance and growth in the fashion
business.
Fitting room
Figure 75: Visvim's Store
The outside of the fitting room, we will
use a huge Dong Ho painting, the color
is made of natural materials so they are
very strong and lively.
The dragons of the Ly Dynasty (1000–1225)
were adaptable, harmless, and they retained
their snake-like appearance. The Ly Dragon's
representation fit the Ly Dynasty's philosophy
of being "soft," "gentle," and "flexible," which
are also features of Visvim's garments.
Figure 76: Dong Ho Painting
At the center of the store is the recommended desk
Pebbles and mortar were used to lay the flooring of
with a big Bonsai tree in the middle and clothes are
laid down on the table, Bonsai trees are seen as the the store, which extends beyond the structure. It
symbol of harmony, balance, patience and luck was cleaned with water during the setting process
which is the heart and the symbol of the store. The and then totally hardened using the arai-dashi
Bonsai tree is also matching with the Torii gate technique, giving the surface a pleasing flecked
outside and the Zen garden. appearance. Old tile fragments from the original
The artist we property are also embedded with those stones,
chose for adding a whimsical touch that the artisan left.
making the
bonsai is
TRADMAN’S
BONSAI from
Japan

Figure 79: Bonsai installation from Tradman

Figure 77: Tradman's Bonsai Crew

Figure 80: Arai-dashi technique

Figure 78: Recommended Desk at Visvim Store

The cashier desk we will use Tin, Tin is a very pliable The wall behind the cashier's desk, we going to recycle broken ceramic to put
and soft substance. It has been utilized since on the wall with the main color being “beige, brown and olive green” which is
antiquity, as evidenced by the fact that it was inspired by the Hanoi Ceramic mosaic mural road and Linh Phuoc Pangoda at
employed in ancient Egyptian ceremonial objects Da Lat which the primary materials to erect it are fragments of porcelain,
glass, and pottery.
and ornamentation. The tin mined in England in the
fourteenth century was industrialized and used
mostly in dinnerware that was used by people
throughout Europe ( Visvim n.d ).

Figure 82: Hanoi Ceramic mosaic mural Figure 82: Linh Phuoc Pangoda

Figure 81: Tin

Figure 83: Visvim Logo

FLOOR PLAN
PROPOSAL
Store lay-out
Stair

Store: 280m2

1 Dressing room: 8m2

1 Stock Room: 40m2

1 Staff Room: 25m2

Sale area: 207m2

PLAN FOR The Store is divided into 4 departments

PRODUCT MENSWEAR
Clothing (such as pants, sweaters, shirts, light jackets,
etc.) should be hung on the rack using big wooden hangers

CATEGORY WOMENSWEAR
to prevent fabric stretching and shoulder indentations that
cannot be fixed. Customers can choose garments more
easily because there are just 8–10 items on the rack. Heavy

ARRANGEMENT coats that are brand-new or exclusive, such leather or

bomber jackets, will be laid out on the recommended table

ON THE FLOOR
close to the bonsai tree.
BASIC

PLAN
The accessories such as bags, backpacks, jewelry,

or fragrances must be placed in a glass showcase.
ACC & Footwear Next to the ACC showcase must be the glass
showcase with only FBT sneakers inside.
The wooden counters which are opposite the
recommended desk are only for the new arrival
boots
 Figure 86: Visvim Racks
Figure 85: Visvim FBT sneaker

Figure 87: Visvim Peerless store

Figure 84: Visvim Desk

Figure 92: Visvim Glass showcase

Figure 92: Visvim Wardrobe

Figure 88: Bamboo Privacy screen

Figure 91: Visvim Racks Figure 89-90: Shoes COunters
REFERENCES
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IMAGES
Figure 1: Takeshi Abe (n.d) The garden at Visvim General Store [photograph] Visvim website, viewed on 30 Dec, 2022,
https://www.visvim.tv/dissertation/shops/visvimgeneralstore.html
Figure 2: Visvim (2022) Visvim WMV F/W 2023 Exhibition [photograph], Visvim Instagram, viewed on 30 Dec, 2022, https://www.instagram.com/p/CmIq1eovVUS/
Figure 3: Visvim (2022) Visvim General Store [photograph] Visvim website, viewed on 30 Dec, 2022, https://superfuture.com/2022/07/new-shops/tokyo-visvim-general-store-
opening/
Figure 4: Visvim (2017) WmV Visvim [photograph], Vogue, viewed on 30 Dec, 2022, https://www.vogue.com/article/visvim-wmv-womens-store-santa-fe-new-mexico
Figure 5: Artist Unknown (n.d) Hiroki Nakamura [photograph], Grailed, viewed on 30 Dec, 2022, https://www.grailed.com/drycleanonly/visvim-master-class
Figure 6: Visvim (n.d) Visvim store [photograph], Visvim, viewed on 30 Dec, 2022, https://www.visvim.tv/dissertation/shops/visvim_store.html
Figure 7: Visvim (2017) WmV Visvim [photograph], Vogue, viewed on 30 Dec, 2022, https://www.vogue.com/article/visvim-wmv-womens-store-santa-fe-new-mexico
Figure 8: Similarweb (2022) Age and Gender distribution [digital], Similarweb, viewed on 30 Dec, 2022, https://www.similarweb.com/website/brownsfashion.com/?
fbclid=IwAR2nre4SEGV7hYNRlidUwB5DUlkGL0n66HNyyVp7RppQu3j3UdwtMvZ0AcM#geography
Figure 9: Similarweb (2022) Marketing channels distribution [digital], Similarweb, viewed on 30 Dec, 2022, https://www.similarweb.com/website/brownsfashion.com/?
fbclid=IwAR2nre4SEGV7hYNRlidUwB5DUlkGL0n66HNyyVp7RppQu3j3UdwtMvZ0AcM#geography
Figure 10: Similarweb (2022) Geography & Country targeting [digital], Similarweb, viewed on 30 Dec, 2022, https://www.similarweb.com/website/brownsfashion.com/?
fbclid=IwAR2nre4SEGV7hYNRlidUwB5DUlkGL0n66HNyyVp7RppQu3j3UdwtMvZ0AcM#geography
Figure 11: Farfetch (n.d) Visvim men jacket [digital], Farfetch, viewed on 30 Dec, 2022, https://www.farfetch.com/vn/shopping/men/visvim/items.aspx?
page=1&view=90&sort=3&q=visvim&category=136335
Figure 12: Farfetch (n.d) Visvim accessories [digital], Farfetch, viewed on 30 Dec, 2022, https://www.farfetch.com/vn/shopping/men/visvim/items.aspx?
page=1&view=90&sort=3&q=visvim&category=135972
Figure 13: Farfetch (n.d) Visvim footwear [digital], Farfetch, viewed on 30 Dec, 2022, https://www.farfetch.com/vn/shopping/men/visvim/items.aspx?
page=1&view=90&sort=3&scale=282&q=visvim&category=135968
Figure 14: Farfetch (n.d) Visvim accessories [digital], Farfetch, viewed on 30 Dec, 2022, https://www.farfetch.com/vn/shopping/men/visvim/items.aspx?
page=1&view=90&sort=3&q=visvim&category=135972
Figure 15: Visvim (n.d) FIL Tokyo [photograph], Visvim, viewed on 30 Dec, 2022, https://www.visvim.tv/stockist_visvim/
Figure 16: Visvim (n.d) WMV Visvim Tokyo [photograph], Visvim, viewed on 30 Dec, 2022, https://www.visvim.tv/stockist_visvim/
Figure 17: Visvim (n.d) Visvim General Store [photograph], Visvim, viewed on 30 Dec, 2022, https://www.visvim.tv/stockist_visvim/
Figure 18: Visvim (n.d) Peerless [photograph], Visvim, viewed on 30 Dec, 2022, https://www.visvim.tv/stockist_visvim/
Figure 19: Visvim (n.d) Visvim store [photograph], Visvim, viewed on 30 Dec, 2022, https://www.visvim.tv/dissertation/shops/visvim_store.html
Figure 20: Visvim (n.d) Visvim store [photograph], Visvim, viewed on 30 Dec, 2022, https://www.visvim.tv/dissertation/shops/visvim_store.html
Figure 21: Visvim (n.d) Visvim store [photograph], Visvim, viewed on 30 Dec, 2022, https://www.visvim.tv/dissertation/shops/visvim_store.html
Figure 22: Visvim (n.d) Visvim General Store [photograph], Visvim, viewed on 30 Dec, 2022, https://www.visvim.tv/stockist_visvim/
Figure 23: Artist Unknown (n.d) Social Fabric 2022 [photograph], Satano, viewed on 30 Dec, 2022, https://satano.vn/archivism-22-social-fabric-khi-tam-vai-denim-biet-ke-
chuyen.html
 Figure 24: Tran Tran (2022) Delasol [photograph], didau, viewed on 30 Dec, 2022, https://didau.com/chat-mien-ban-khu-to-hop-ca-phe-sang-xin-min-moi-xuat-hien-giua-
long-quan-3
Figure 25: Author’s photograph (2022) Delasol location [screenshot], Zenly, viewed on 30 Dec, 2022
Figure 26: Sunlife (2022) Delasol [digital] Sunlife, viewed on 30 Dec, 2022, https://www.sunlife.com.vn/vn/ve-chung-toi/tin-tuc-su-kien/2022/thay-doi-dia-diem-van-phong/
Figure 27: Author’s photograph (2022) Delasol location [screenshot], Zenly, viewed on 30 Dec, 2022
Figure 28: Author’s photograph (2022) District 3 [screenshot], Google map, viewed on 30 Dec, 2022
Figure 29: Quang Thach Le (2022) Delasol Parking area [photograph], Google map, viewed on 30 Dec, 2022, https://www.google.com.tw/maps/place/De+La+S%C3%B3l+-
+Sun+Life+Flagship/@10.7857534,106.6903642,3a,75y,90t/data=!3m8!1e2!3m6!1sAF1QipNxgTsPu0Cz78OjiSkSQahU_C2N8t-
6WnsNBYU7!2e10!3e12!6shttps:%2F%2Flh5.googleusercontent.com%2Fp%2FAF1QipNxgTsPu0Cz78OjiSkSQahU_C2N8t-6WnsNBYU7%3Dw203-h227-k-
no!7i3506!8i3925!4m7!3m6!1s0x31752f04bd137cdb:0x14342300df1207e0!8m2!3d10.7857534!4d106.6903642!14m1!1BCgIgAQ
Figure 30: Author’s photograph (2022) District 3 traffic [screenshot], Google map, viewed on 30 Dec, 2022, https://www.google.com/maps/place/De+La+S%C3%B3l+-
+Sun+Life+Flagship/@10.7805121,106.6821941,13.91z/data=!4m5!3m4!1s0x31752f04bd137cdb:0x14342300df1207e0!8m2!3d10.7857534!4d106.6903642!5m1!1e1
Figure 31: Artist Unknown (2021) District 3 [photograph] vietnammoi, viewed on 30 Dec, 2022, https://vietnammoi.vn/quan-3-tiep-giap-quan-nao-co-bao-nhieu-phuong-
20210625205407185.htm
Figure 32: Tran Tran (2022) Delasol [photograph], didau, viewed on 30 Dec, 2022, https://didau.com/chat-mien-ban-khu-to-hop-ca-phe-sang-xin-min-moi-xuat-hien-giua-
long-quan-3
Figure 33: Tran Tran (2022) Delasol [photograph], didau, viewed on 30 Dec, 2022, https://didau.com/chat-mien-ban-khu-to-hop-ca-phe-sang-xin-min-moi-xuat-hien-giua-
long-quan-3
Figure 34: Delasol (2022) Zac Buehner [photograph], delasol Instagram, viewed on 30 Dec, 2022, https://www.instagram.com/p/Cf3cMjVPF8D/
Figure 35: Artist Unknown (n.d) District 3 [photograph], saigonplus, viewed on 30 Dec, 2022, https://saigonplus.net/quan-3-co-bao-nhieu-phuong/#ftoc-heading-5
Figure 36: Artist Unknown (n.d) District 3 [photograph], sgtiepthi, viewed on 30 Dec, 2022, https://www.sgtiepthi.vn/quan-3-va-nhung-tiem-nang-du-lich-can-danh-thuc/
Figure 37: Artist Unknown (n.d) Pasteur street [photograph], kenh14, viewed on 30 Dec, 2022, https://kenh14.vn/sai-gon-va-4-con-duong-tay-ma-nhieu-nguoi-chang-biet-
doc-the-nao-
20170429094649897.chn#:~:text=%C4%90%C6%B0%E1%BB%9Dng%20Pasteur%20c%C5%A9ng%20m%E1%BB%99t%20trong,%C4%91%E1%BB%95i%20t%C3%AAn%20th%C3%A0nh%20%
C4%91%C6%B0%E1%BB%9Dng%20Pasteur.
Figure 38: Artist Unknown (n.d) Japanese Americana [photograph], Grailed, viewed on 30 Dec, 2022, https://www.grailed.com/drycleanonly/what-is-japanese-americana
Figure 39: Nalidsa (2018), Dan Sinh Market HCM city [photograph], theculturetrip, viewed on 30 Dec, 2022, https://theculturetrip.com/asia/vietnam/articles/dan-sinh-exploring-
vietnams-war-memorabilia-market/
Figure 40: Artist Unknown (n.d) Hiroki Nakamura [photograph], Grailed, viewed on 30 Dec, 2022, https://www.grailed.com/drycleanonly/visvim-master-class
Figure 41: Artist Unknown (n.d) Hiroki Nakamura [photograph], Grailed, viewed on 30 Dec, 2022, https://www.grailed.com/drycleanonly/visvim-master-class
Figure 43: Farfetch website, Visvim cardwell jacket [ screenshot] , viewed on 30 Dec,2022,https://www.farfetch.com/vn/shopping/men/visvim/items.aspx
Figure 44:Farfetch website, Visvim denim jacket [ screenshot],viewed on 30 Dec,2022,https://www.farfetch.com/vn/shopping/men/visvim/items.aspx
Figure 45: Farfetch website, Visvim Kiyari Kimono Jacket [ screenshot], viewed on 30 Dec,2022,https://www.farfetch.com/vn/shopping/men/visvim/items.aspx
Figure 46: Farfetch website, Visvim Kerchief bandana jacket, viewed on 30 Dec,2022,https://www.farfetch.com/vn/shopping/men/visvim/items.aspx
Figure 47: Farfetch website,Visvim flannel shirt [ screenshot],viewed on 30 Dec,2022,https://www.farfetch.com/vn/shopping/men/visvim/items.aspx
Figure 48: Farfetch website, Visvim T-shirt [ screenshot], viewed on 30 Dec,2022,https://www.farfetch.com/vn/shopping/men/visvim/items.aspx
Figure 49: Farfetch website, Visvim floral-print collarless shirt [screenshot], viewed on 30 Dec,2022,https://www.farfetch.com/vn/shopping/men/visvim/items.aspx
Figure 50:Farfetch website, Harmon printed short-sleeve shirt,viewed on 30 Dec,2022,https://www.farfetch.com/vn/shopping/men/visvim/items.aspx
Figure 51-55: Visvim webstore, Visvim bottom items[screenshot], viewed on 30 Dec,2022,https://shop.visvim.tv/hk/en/shop/default.aspx
Figure 56-59: Visvim webstore, Visvim footwear items [ screenshot], viewed on 30 Dec 2022,
https://shop.visvim.tv/hk/en/shop/default.aspx
Figure 60-63: Visvim webstore , Visvim collectible- homeware items [screenshot], viewed on 30 Dec 2022, https://shop.visvim.tv/hk/en/shop/default.aspx
Figure 66-67: Visvim webstore Visvim accessories[ screenshot], viewed on 30 Dec 2022, [screenshot],https://shop.visvim.tv/hk/en/shop/default.aspx
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subsection-room-spray-no.-7-kyoto.html. Accessed 9 Jan. 2023.
（株式会社松葉屋）
Figure :“ “TRADMAN’S BONSAI ・・・
on Instagram: “#Repost @Teppei_kojima501 発売
@Voguejapan 2022/12/1 VOGUE JAPAN TRADMAN’S 小島鉄平 伝統を革新する
取材して頂きました。 ありがとうございました。 盆栽空間プロデュース #Vogue #Voguejapan # #Tradmansgallery #Tradmansbonsai #Tradmans #Matsubaya # 松葉屋 盆栽 盆栽 # #
は究極のヴィンテージ 伝統とは革新の連続 小島鉄平
#Bonsaiisvintage # #TEPPEIKOJIMA # #Bonsai.”” Instagram, www.instagram.com/p/CloMQsxJQDg/. Accessed 9 Jan. 2023.
（株式会社松葉屋）
Figure :“ “TRADMAN’S BONSAI 盆栽の貸鉢 毎週交換
on Instagram: “-BONSAI DISPLAY- BonsaiRental Tel 03-6822-3223 Mail Info@Tradmans.jp #Tradmansgallery
松葉屋 貸鉢屋 盆栽 盆栽は究極のヴィンテージ
#Tradmansbonsai #Tradmans #Matsubaya # # # # 伝統とは革新の連続 小島鉄平
#Bonsaiisvintage # # #TEPPEIKOJIMA #Bonsai.””
Instagram, www.instagram.com/p/CjZ3U7kLtxN/. Accessed 9 Jan. 2023.
Figure :“ “Vietnamese Dragon, Ly Dynasty, Daiviet X.” Earth DNA, 23 Mar. 2012, earthdna.wordpress.com/2012/03/23/dragon-animal-wisdom-air-animal-totem-
meanings/vietnamese-dragon-ly-dynasty-daiviet-x/. Accessed 9 Jan. 2023.
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Figure :“ “WMV VISVIM | Dissertation.” Visvim, www.visvim.tv/dissertation/shops/wmv_visvim.html. Accessed 9 Jan. 2023.