SteamLine Luggage: Pop-Up Shop
SCAD Fall 2018 FASM 410 Retail Management Abby Bible Luke Eckl Sarah Reed Rebecca Robinette
Part 1 - Brand Exploration Part 2 - Location Analysis Part 3 - Design, Experiences & Financials
Brand Exploration
I.
I. II. III. IV.
Company Mission Statement Target Customers Key Competitors SWOT
I. Mission Statement
“To inspire people to travel beautifully.” “At SteamLine Luggage, we bring elegance back to modern-day travel. In 2005, we began changing the luggage landscape with beautiful suitcases that made luggage an extension of style and restored a sense of occasion to the adventure of travel.”
Adventure-seeking Creative Inspired Celebrated Elegance in motion
SteamLine Luggage accommodates to the busy lives of men and women who strive to appear stylish while on the go. Many consumers reside in busy cities such as L.A., NYC, and Miami. Our age range of consumers vary from mid-twenties to early fifties. These people are conscious about the products they purchase. Traveling is a key aspect in their lives, whether it’s for work or simply exploring new places. With nine collections, it is highly achievable for each customer to find their perfect set of luggage.
II. Target Customers
Meet Emily! Age: 25 VALS: Experiencer Income: $80,000 Occupation: Journalist Collection: The Sweetheart
Emily is a recent college graduate who just landed a journalism job in NYC. She is constantly traveling and exploring new places for her job. The most recent place Emily visited was South Africa. She’s single and the world is her oyster. When Emily is not working, she enjoys socializing with her friends. During long breaks she goes back down south to visit her family in Georgia.
Meet Brian! Age: 38 VALS: Thinker Income: $160,000 Occupation: Software Engineer
Collection: The Jetsetter Brian is a software engineer in Los Angeles. He travels frequently to visit his friends and family in Miami. Brian loves learning. He spends time reading and engaging in interesting topics. He can speak English, Spanish, French and is learning German. His interests also include exercising and keeping up with the latest entertainment.
Meet Jessica! Age: 32 VALS: Innovator Income: $145,000 Occupation: Marketing Manager Collection: The Botanist
Jessica is a Marketing Manager in Dallas, Texas. She is also the mother of three children. Her life can be chaotic at times shuffling home and work. Shopping is important to her. Jess believes in long-term worth. When buying products, she looks for things that will last her years. She believes in sustainability and tries to provide her family with the best items.
III. Competitors
CALPAK 3- piece set: $395 2- piece set: $295 Carry-on: $145 Baye Hatbox: $115, 120, 125
– 4 wheels – Extendable handle – Mounted TSA-approved lock – Adjustable tie belt to hold items in place – Fully lined interior with mesh zip pockets – Expandable main compartment for extra storage
Globe Trotter 33” suitcase: $1,819-3,120 26” suitcase: $1,707-2,714 28” suitcase: $1,631 30” suitcase: $1,142- 2,855 Carry-on: $865-1,719 Handheld: $747- 1,207 Vanity: $918-1,342
– 2 Wheels – Top and side leather handles – Turn lock fastening with keys – Vulcanised fibreboard (body) with leather (cow) corners, handles
Bric’s - Bellagio 32” suitcase: $675 30” suitcase: $650 27” suitcase: 625 Carry-on: $550
– Protected Water Repellent Zip w/TSA Approved Locks – Ergonomic 3 Position Adjustable Handle – Interior Organizational Pockets – Matching shell and interior lining with Herringbone Patterned Divider
IV. SWOT
Fashionable, Vintage Style
Multiple color-ways Competitive prices
Utility meets style TSA approved locks
Free, Express shipping
Durable, Lightweight design
S
Cheaper alternatives Keys to unlock can be easily lost
Can not ship to Russia or Indonesia Full range offered only online, limited supply in store
Niche style that does not appeal to all customer range
W
Offer customization options Offer different product categories like luggage organizers, toiletry bags, soft luggage, and accessories Offer more options to let the customer physically view the product
O
T Vintage style can easily be knocked off Other big brands can offer luggage that is more differentiated between styles Although they offer multiple sizes, other companies offer even bigger size selections
Location Analysis
II.
I. II. III. IV.
Objectives New Customer Development Financial Implications Location Analysis
I. Objectives
Pop-Up Shop Matching product charm with location Give customers physical experience with products Observe how customers interact with the products Create a luxury travel experience in a high-volume travel destination
Brand Building Increase international market awareness Experience the brand from the brand itself Creating a personalized experience to develop relationships between customers and products Creating brand awareness in a high foot traffic area = reaching many new potential customers
Due to our location being in Paris, France, we are intending to appeal to a slightly higher age and financial status than our previously identified target customer. Our target customers for this location include VALs profiles of experiencers, thinkers, and innovators. We hope to attract travelers from all over, as Paris is the third most visited place in the world, while also capturing a new audience of the French consumer. Because we are attracting tourists, we are expecting our customers to have a much higher disposable income, due to their ability to be in Paris leisurely. There are also business purposes to travel to Paris, therefore, we are also identifying this customer in our consideration. This location is not specifically a tourist hub as many locals participate in shopping and socializing in this vicinity. We recognize our customer’s income will vary between $100,000 and $200,000.
II. New Target Customers
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We anticipate this location to help spread word of mouth towards our products for days to come. Our customers will come home from their trip and showcase their newly purchased luggage. As well as, our Parisian customers finding a new brand and influence the purchase to their acquaintances.
III. Financial Implications
Amenities : Lighting, Wifi, Counters, Fitting rooms, Heating, Toilets, Stock room Things we will need: Payment System - Mobile POS systems, credit card fees Insurance and License shelves, display tables, extra lighting, decor Promotion - price tags, signs, posters, cards, and displays Staff - sales associates, janitors
Total Rent 22 Days
$63,648.20
Weekly Discount
$18,185.20
Total Price
$45,463.00
Gain market share and create more competition in the offline department as demand increases (Banks attributes at least part of the growth to increased awareness of the brand - thinks the uptick in sales also reflects an increased demand for luggage that consumers see as something more than a mere receptacle for their belongings) (Away and Raden, for instance, both launched in 2015, seeking to create affordable, functional, attractive luggage) Multichannel sales help retain 73% of customers, shoppers who engage with brands on four or more channels spend about 9% more than their less-engaged counterparts (according to a Harvard Business Review study in 2017) Give local customers a way to get product immediately without having to wait on shipping. A recent study from ReadyCloud showed that 88% of shoppers are “webrooming� regularly (browsing online, then purchasing in a store)
Impact: Short Term Create “Get It While It Lasts” Urgency Distinguish our target customers within the Paris area Shed old inventory that’s been accumulating with special deals and markdowns
Great way to explore adding an additional revenue stream to our existing ecommerce business Engage customers with product demonstrations and answer questions on the spot
Build buzz around the brand by soliciting customers who never would have found it had it not been for the pop-up store
Impact: Long Term Help build brand awareness before we commit to any full storefronts Get inspiration for new products from the customers that we meet in the process Gain knowledge for future events by asking the customers visiting our pop-up store what they think
Our location will stand near the Louvre in Paris, where there is also an underground shopping mall. Using the shopping mall under the museum as a hotspot, we invite our customers to travel a six-minute walk to our location. They will pass the beautiful Tuileries Garden as well as many other restaurants and boutiques. Therefore, this is a great opportunity to stroll to our location and purchase beautiful, quality luggage.
173 Rue Saint HonorĂŠ
IV. Location Analysis
What We Will Learn Lifestyles of customers The values of customers Feedback about the products/pricing If a brick-and-mortar would be successful We will be giving our market more of an experience resulting in a deeper connection with our brand Being able to sell products through our own platform and not another retailer (our competitors sell through other retailers and do not have stand-alone stores)
Design, Experiences & Financials
III.
I. Location - Timing, Location, Duration II. Layout - Size, Block Plan III. Ambiance - Furniture, Fixtures, Accessories, Attitudes IV. Renderings V. Experience - Staff, Interactions VI. Sales Forecast - Estimate of costs VII. Metrics - Evaluate the Success
I. Location
173 Rue Saint HonorĂŠ
Our store will be open July 24, 2019 to July 13. We chose these summer months as they appear most populated with the addition of tourists. Also, it is a beautiful time to wander around the city.
II. Layout
III. Ambiance
We invite you to a tropical haven. Filled with luscious plants and bright colors of pink and green. Our atmosphere is uplifting and vibrant. We want to bring on a positive mood of fun and youth. Welcome to our Tropical Paradise. It is a good change of pace from the outside world. The scenery is untraditional to our Parisian customers. Providing a relaxing getaway at a slower pace than seen in such places as the Louvre.
IV. Rendering By Larissa Da Silva
V. Experience
Creating a personalization quiz to connect our customers to our products. We will offer keychains after the completion of the quiz. There will be nine different keychains to accompany our nine collections. We will be investing in $1,000 keychains per week. We hope to create brand awareness and for our keychains to become conversation starters to spread SteamLine Luggage world wide.
Experience: Employees
Store hours: Monday - Saturday 10am-5pm
Employees Associate 1: Greeting customers, starting conversations, talking about product/layout of shop and products. Associate 2: Walking around chatting with customers about the product, answering any questions, available to check people out via iPad. Associate 3: Cashwrap zone, checking people out, running to stockroom to replenish/show any inventory to customers. Sales Lead: Works along side sales associate and assists managers. General Manager: Working with sales associates on sales floor, encouraging productivity and high conversion. Manager: oversees associates, manages store, makes sure that everything is up to Steamline standards.
Experience: Marketing
This Steamline quiz creates a direct connection between our customers and our products. We will offer key chains after the completion of the quiz, showcasing what luggage set bests suites their personality type. We hope to create brand awareness and for our key chains to become conversation starters to spread Steamline Luggage world-wide.
Experience: Marketing
Pop-Up Bags
Social Media
VI. Sales Forecast
Employee Sales
Assortment Plan
Financial Breakdown
VII. Metrics
P & L
Conclusion
We truly worked and intended to integrate our brand with the European culture we are placing our shop in. Financially, this shop is a long-term investment. This shop is a great experimental space to understand what styles sell best, and what customers would want to see in future designs.
Credits Special thanks to Larissa Da Silva, our interior designer. The Noun Project for icon graphics. SteamLine Luggage Instagram account where we sourced many of our lovely photos.