VMSD - July/August 2020 - 8
THE GOODS
LAWR E NCE AND E R SON PHOTOGRAPHY INC ., L OS ANGEL ES
edited by Jennifer Acevedo | Editor-in-Chief/Associate Publisher
\ VM Trends \
Cowboy Cool
Denim brand Wrangler harnesses a pop-up space inside LA's Fred Segal
flagship to communicate that there's more to it than the rodeo.
When denim and workwear manufacturer
Wrangler (Greensboro, N.C.) hit its 100th anniversary last year, it turned to another storied
brand to help freshen its image: Los Angelesbased fashion staple, Fred Segal. Specifically Fred
Segal's flagship store on Sunset Boulevard, where
a 1200-square-foot pop-up space would be its
canvas for six weeks. "It's a new point-of-view
for Wrangler to be partnering with Fred Segal,"
says Catherine Keywan, designer at Bostonbased design collaborative Bergmeyer, and a
2020 VMSD Designer Dozen honoree. "Our team
was excited for customers to experience a fresh
attitude of [the brand]."
The Bergmeyer team combed through
Wrangler's extensive history - the denim label
got its start in the early 20th century as an overalls manufacturer - and landed on several pivotal eras that would capture Wrangler's essence
as a cool, fashion-forward brand. Curated visual
merchandising was key to creating a wellthought-out environment. Every few weeks,
8
JULY/AUGUST 2020
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the pop-up highlighted a different time period:
the brand's workwear-inspired beginnings in
1919; the free-spirited 1960s; the disco-inspired
1970s; and the colorful, geometric styles of the
1980s. These eras, peppered with what Keywan
describes as Wrangler's "cowboy cool" aesthetic,
would tell a new brand story. "Our goal was for
shoppers to connect with Wrangler beyond its
Western legacy," she says. "They're proud of
their roots, so by celebrating pivotal decades
of their heritage, the activation was an exciting
perspective of where they've been and where
they're going."
To keep the overall look of the pop-up cohesive, a yellow scaffolding fixture provided the
space's framework, while props such as area
rugs, vintage lighting (including a disco ball),
graphics, speakers, and other era-specific decoratives, such as old factory windows, rotated to
communicate each story. A backlit acrylic panel
housing an actual archival clothing piece from
each period (think old coveralls, or a 1980s autoracing jacket) furthers the storytelling, connecting shoppers to Wrangler's heritage.
"Shoppers will feel something different each
time they visit," Keywan says. "The sassy energy
of the '70s, the courageous individuality of the
1960s - a different emotion based on which
decade the customer is immersed in."
-Lauren Mang
http://www.vmSd.com
VMSD - July/August 2020
Table of Contents for the Digital Edition of VMSD - July/August 2020
VMSD - July/august 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Spellbound
No Monkey Business
Bringing the Outside In
Take Me Home
Showroom
Ad Index
Checking Out
VMSD - July/August 2020 - Intro
VMSD - July/August 2020 - VMSD - July/august 2020
VMSD - July/August 2020 - Cover2
VMSD - July/August 2020 - 1
VMSD - July/August 2020 - Contents
VMSD - July/August 2020 - 3
VMSD - July/August 2020 - From the Editor
VMSD - July/August 2020 - 5
VMSD - July/August 2020 - Vmsd Editorial Advisory Board
VMSD - July/August 2020 - 7
VMSD - July/August 2020 - The Goods
VMSD - July/August 2020 - 9
VMSD - July/August 2020 - 10
VMSD - July/August 2020 - 11
VMSD - July/August 2020 - Next Store
VMSD - July/August 2020 - 13
VMSD - July/August 2020 - Spellbound
VMSD - July/August 2020 - 15
VMSD - July/August 2020 - 16
VMSD - July/August 2020 - 17
VMSD - July/August 2020 - 18
VMSD - July/August 2020 - 19
VMSD - July/August 2020 - 20
VMSD - July/August 2020 - 21
VMSD - July/August 2020 - 22
VMSD - July/August 2020 - 23
VMSD - July/August 2020 - No Monkey Business
VMSD - July/August 2020 - 25
VMSD - July/August 2020 - Bringing the Outside In
VMSD - July/August 2020 - 27
VMSD - July/August 2020 - 28
VMSD - July/August 2020 - 29
VMSD - July/August 2020 - Take Me Home
VMSD - July/August 2020 - 31
VMSD - July/August 2020 - 32
VMSD - July/August 2020 - Showroom
VMSD - July/August 2020 - 34
VMSD - July/August 2020 - Ad Index
VMSD - July/August 2020 - Checking Out
VMSD - July/August 2020 - Cover3
VMSD - July/August 2020 - Cover4
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