ABSTRACT

THIS DISSERTATION AIMS TO RESEARCH THE NEED AND VIABILITY OF CREATING A DIGITAL PLATFORM THAT ASSISTS THE CREATIVE PROCESSES NATURALLY LINKED TO VISUAL MERCHANDISING. THROUGH THE PROPOSAL OF A DIGITAL PLATFORM THAT WORKS AS A CO-CREATIVE TOOL FOR DISPLAY ARCHIVES AND A CO-CREATIVE TOOL FOR DISPLAY SET-UPS THROUGH MOOD BOARDS, WE WILL AIM AT IMPROVING THE TEAMWORK IN RETAIL AND PROVIDE A UNIQUE, FAST-FORWARD PLATFORM FOR INFORMATION SHARING AND INPUT UNDER THE DIRECTION OF VISUAL DEPARTMENTS.  BUILDING ON RICH SOURCE MATERIALS SUCH AS BIBLIOGRAPHY, SCIENTIFIC PAPERS, NEWS, AND ARTICLES, AND INTERVIEWING VISUAL MERCHANDISERS ACTIVELY WORKING IN THE FIELD, WE WILL SHOW THE IMPORTANCE OF CREATIVITY IN LUXURY RETAIL AND WHAT ARE THE MOST COMMON CHALLENGES IN THE FIELD THAT WE WILL PROPOSE A SOLUTION TO.  WE WILL FOCUS ON THE STUDY OF CONCEPTS, REVIEWING DIGITAL APPLICATION TOOLS BEING USED BY PROFESSIONALS AND THEIR BEST FEATURES AND IMPROVEMENT OPPORTUNITIES. BY GATHERING THIS INFORMATION, WE HOPE TO PROVIDE ACCURATE INSIGHTS AND INFORMATION THAT PROVES THE VIABILITY OF THIS PROPOSAL AND UNDERSTAND WHAT FEATURES COULD SERVE BEST THE TARGET AUDIENCE. FINALLY, WE WILL PRESENT A CONCEPTUAL IDEA IN THE FORM OF SKETCHES WITH FUNCTIONS OF THIS DIGITAL APPLICATION TOOL TO BE FULLY DEVELOPED IN THE FUTURE AND HOPEFULLY BUILD A CONSISTENT WELL, DESIGNED COMMERCIAL WEB-BASED APPLICATION