H&M Oxford Circus, London

On an unusually quiet morning I managed to photograph Hennes in Oxford Circus before the crowds of shoppers arrived. Hennes provides a very good example here, where we are able to identify front of store layouts which I have identified as Lakes, Trees and Mountains. There are of course many examples out 'there' of retailers that do this using a low table, fixture and mannequin combination which enables the shopper to view the variety of products at a glance in a small space.

The image below identifies the shoppers flow through the space from the front door to the escalators. The male mannequins are placed at the base of the escalator indicating that menswear is on the first floor. Again the heads and poses of the figures face the customer flow, following the customer as they move through the space.

How to dismantle a Mannequin

Mannequin Components: Full Figures, Detachable Arms, Detachable Hands, Detachable Waist. One Detachable leg, Glass / Metal Base plate, Screwable spigot, Star Plate, Wig, Make-up

•1. Detach arms and hands from the figure. Place you hand on the shoulder of the figure while holding the arm. Lift the arm upwards until you hear it click and unlock, then place it gently on the floor.
•(The codes written on the inside of the arms and shoulders refer to the collection and catalogues from the supplier)

•2. Remove torso from legs by twisting the figure one direction until you hear it click and unlock, placing it carefully on the floor to avoid scratches and chips. Again the code written on the connecting plate refers to the manufacturers catalogues.

•2. Remove legs from the Glass / metal base place by lifting upwards.
•3. Twist the leg gently one direction until you hear the connecting plates click and unlock.
•4. Place the legs gently on the floor.
•5. Begin dressing from the legs upwards reassembling the mannequin in reverse order.

Deconstructing the Presentation - Penhaligon

As a shopper, we will, perhaps not necessarily think about how the product is presented to us, unless of course it is badly presented. But if product is presented well we probably wont even think about it. Taking, just one store window what I have attempted to do is to reveal the 'Presentation Dynamics' - well some - that could be seen in this store window of Penhaligon. What we have here is an example of the Pyramid structure used by retailers which is used significantly for this type of product (although far from exclusively) We have examples of Repetition of the Pyramidal format with the background a repetition of the same graphic, with vinyl placed on the glass of letter form and cartoon-like accessories. There are of course references to the History of the company in the form of an old photograph hung in a gilt frame. Whether this is an actual original Penhaligon store is not clear - these things can be 'suggested' to give the impression that this is a reliable-old-time and historical store. (this is not of course to say that it isn't)