Paola Rios ⧫ Courtenee Ross ⧫ Grace Taylor ⧫ Abby Bible
BRAND
Playa is a shoe company bringing a side of the tropics to Savannah through their variety of Latinx designers. With a name that translates to ‘beach’, Playa brings the colorful culture of Latin America to the American South.
POSITIONING
PRODUCT Shoes- High heels, Low heels, Flats
POSITIONING
PRICE Boutique pricing, $50-$100
POSITIONING
PLACE Savannah, GA
POSITIONING
PROMOTION Social media, Events, Word-of-Mouth
POSITIONING
PEOPLE Locals, Tourists, Students
TARGET CUSTOMER
THE SAVANNAH LOCAL PRIMARY Maria Santiago
23
Savannah, GA
A Colombia-native, this Fashion Marketing major is skipping class to hang out on Broughton.
Motivations
THE SAVANNAH TOURIST SECONDARY Shannon Rouser
32
New York, NY WE CAN USE VIDEOS TO DEPICT THE CONSUMER Travelling micro-influencer and blogger celebrating her 2-year wedding anniversary in Savannah.
Motivations
ASSORTMENT & VISUAL MERCHANDISING
ASSORTMENT ANALYSIS
(Appendix A.1)
VISUAL MERCHANDISING INSPIRATION
LOCATION
206 W Broughton, Savannah GA 1,428 square feet
STORE LAYOUT Storage
POS DISPLAY 3 SITTING AREA DISPLAY 2
VISUAL
DISPLAY 1
DISPLAY 1
DISPLAY 2
DISPLAY 3
NEW ASSORTMENT & VISUAL MERCHANDISING
NEW ASSORTMENT INTRODUCING: BAGS
Straw Fanny Pack Retail: $50 Cost: $10 Profit: $15.9M
Straw Handbag Retail: $85 Cost: $20 Profit: $24.0M
Straw Tote Retail: $100 Cost: $28 Profit: $18.6M
NEW ASSORTMENT
(Appendix A.2)
DISPLAY 1
DISPLAY 2
DISPLAY 3
SOCIAL MEDIA
STRATEGY
ATTRACT Create brand awareness through bold, clean and colorful imagery featuring Playa’s aesthetic and mission. (Appendix B.1)
STRATEGY
ENGAGE Establish Playa in Savannah community developing loyal customers by sharing fun giveaways, takeovers, and videos. (Appendix B.2)
STRATEGY
CONVERT Increase sales and in-store traffic through flash sales and links to buy online.
(Appendix B.3)
CALENDAR HIGHLIGHTS SUMMER
SEPTEMBER
(June-July)
SUMMER VACATIONS Content Focus: Playa Pop-Up in Charleston, Behind the Scenes & Vacation lifestyle
HOLIDAY (Nov-Dec)
BACK TO SCHOOL/LABOR DAY Convert: Teachers/Student discount. Labor Day sale.
HOLIDAY/BLACK FRIDAY Convert: Free Shipping. Free Gift Wrapping. Black Friday Weekend Sale. (Appendix C.1)
WEBSITE
Convert
Engage
Attract
OWNED MEDIA
Convert
Engage
PAID MEDIA
video
TRAVEL RETAIL
TRAVEL PLAYA
CONCEPT: Products in Duty Free Americas with a piragua stand outside attracting and promoting PLAYA’s vacation essentials. OBJECTIVE: Drive new bag assortment sales and incentivize purchases with special travel offer. Promote the Savannah store, e-commerce, and social media. TRAVEL RETAIL EXCLUSIVE: Straw handbag paired with sunglasses and earrings.
TRAVEL PLAYA Miami International Airport: + +
Usual stop for tropical vacationers (flights & cruises) 21.8M International passengers (2018)
Concourse E (Duty Free Americas) TARGET CUSTOMER: Chinese PAX +
70% of travel retail consumers
CONSUMER JOURNEY
Decision to Travel
Travel Booking
Online Pre-Shopping
PRE-TRAVEL
Daydreaming/ Considering Travel
Ads on travel publications and tourism websites.
Ads on booking websites. Ads on social media.
Ads on social media.
CONSUMER JOURNEY
At Airport Departure
In Flight
At Destination
At Airport Return
DURING TRAVEL
Commute
Billboard and print ads.
Paid in-flight ads. Airport signage at DFA, and campaign videos on DFA TVs.
Geo-targeted social media ads.
Airport signage at DFA, and campaign videos on DFA TVs.
CONSUMER JOURNEY
At Airport (Arrive Home)
In Between Travel Trips
POST-TRAVEL
In Flight
Paid in flight ads.
Terminal signage ads. Targeted digital ads on travel publications and tourism websites.
POP-UP SHOP
BUSINESS OBJECTIVE
Attract new and old customers, allowing heightened brand awareness and public relations in the South.
BUSINESS OBJECTIVE
Create an immersive, memorable and entertaining experience that engages the ďŹ ve senses.
BUSINESS OBJECTIVE
Showcase assortment heroes, as well as new product SKUs.
BUSINESS OBJECTIVE
Establish credibility in a new space and create an assimilated ambiance.
BUSINESS OBJECTIVE
Meet KPI targets in foot traffic, sales, e-mail subscriptions, and social engagement.
CONCEPT & THEME
Playa: Open-Air-Market and Pop-Up Shop Consistent with LATAM/Caribbean theme Decorated with fruits and trinkets Spread out in stations and tables Marion Square, Charleston, SC
CONCEPT & THEME
EXPERIENCE Attract visuals and greeting Juice bar with five options Interactive shoe weaving with option to purchase Visual displays, seating and mirrors for try-on: The “Instagrammable” Experience Main HUB: Check-out, Subscriptions, Testimonials, encouragement to visit other locations
STIMULI (ATTRACT) Feather Flag
Greeters
STIMULI (ATTRACT) Feather Flag
Greeters
(ENGAGE) Juice Bar
STIMULI (ATTRACT) Feather Flag
Greeters
(ENGAGE) Juice Bar
(ENGAGE) Shoe Weaving Demo
STIMULI (ATTRACT) Feather Flag
(ENGAGE) Shoe Weaving Demo
Greeters
(ENGAGE)
(ENGAGE + CONVERT)
Juice Bar
Product Display / Try-on
STIMULI (ATTRACT) Feather Flag
(ENGAGE) Shoe Weaving Demo
Greeters
(ENGAGE)
(ENGAGE + CONVERT)
Juice Bar
Product Display / Try-on
(CONVERT + RETAIN) MAIN HUB: Subscriptions, Checkout, post-purchase
EXPLOITABLE
Included in Social Strategy (June - July) Increased range of demographics Increase in social media following Market pop-up shop moves to other cities Becomes known for its take on cultural, immersive experiences
IN 5 YEARS...
FUTURE
OBJECTIVE: Phase out all heels, moving into gender neutral sneakers.
NEW PRODUCTS INTRODUCING: SNEAKERS
Burlap Sneaks Tropical Non-Slip Soles
Espadrille Platforms Paved Road
Color Pop Trainers All Terrain
5 YEAR PLAN
ANALYZE Sneakers are already perceived as a gender-neutral product.
5 YEAR PLAN
EXPAND Introduce gender-neutral accessories.
5 YEAR PLAN
TECHNOLOGY Custom machine embroidery offered in-store and online
5 YEAR PLAN
LOCATIONS Pop-up stores in the highest participating countries of the non-conformist movement.
5 YEAR PLAN
PROMOTE Offering personalization distinguishes Playa from other competitors. Playa offers a localized experience at each retailer.
GRACIAS
APPENDIX A.1
APPENDIX A.2
ATTRACT
APPENDIX B.1
ENGAGE
APPENDIX B.2
CONVERT
APPENDIX B.3
APPENDIX C.1
Playa Pop-Up
& Charleston
SOURCES https://www.loopnet.com/for-sale/savannah-ga-31401/?sk=72df25da070d01592a0bffc0a5850387&e=u (Savannah location) https://www.charleston-sc.gov/index.aspx?NID=137 (Pop-up street vendor info) http://www.miami-airport.com/library/pdfdoc/Monthly%20Traffic%20Reports/December%202018%20Moving%20Twelve%20Months%20Traffi c%20Report.pdf (Miami airport) https://www.shopmiamiairport.com/maps/central-terminal-e-f-g-concourse/ (Miami Airport) https://www.travelweekly.com/North-America-Travel/Growth-of-Chinese-tourism-the-talk-of-US-Travel-show (Chinese PAX)