amanda green
portfolio
07778337342
@amanda_sophie_green
musically inspired
amanda-green94@hotmail.com
fashion and lifestyle communicator
www.amandagreen.co.uk
concept development
01
The music retailer HMV are undergoing a dynamic re-brand to create a more relevant brand that is aligned to today’s technologically advanced consumer. The
you are what you listen to
main objective is to deliver an immersive and fresh approach to the consumer experience. They are re-conceptualising; transforming into a hub that vibes experience and calls out to those who still appreciate and value the beauty of owning physical copies of music.
c
o
n
c
e
p
t
Thanks to the continued perseverance of online retail the way in which consumers shop today has changed and it requires businesses to rethink the way in which they run and present their bricks-andmortar stores. Shopping now consists of multichannel retailing meaning “customers now shop in multiple ways, checking a stores website, visiting stores, reading reviews and making price comparisons with
smart
phones
whilst
shopping�
(Clark, 2013).
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amanda green
reimagining his masters voice
02
H I S
R E I MAG I N I N G M AS T E R S VO I C E
you are what you listen to
fashion and lifestyle communicator
portfolio
industry situation
t h r o u g h
t h e
you are what you listen to
t i m e s
HIS MASTERS VOICE
03
the digital r e v o l u t i o n The first decade of the 21st century
The digital music revolution enabled the
saw
the
likes of Napster, a peer-to-peer network
extraordinary
changes
industry,
essentially
music
within
changing
that allowed music to be exchanged freely
the relationship between artists, record
(illegally), iTunes who contributed to the
companies,
promoters,
retail
music
fall in album sales being the first to allow
stores,
technology
industry
and
the purchase and download of single
consumers. “Conventional wisdom has
songs and more recently Spotify and other
always suggested that the Internet spelled
music streaming services. In response to
the end for physical entertainment stores�
this technological surge HMV decided
(Bayley, 2016) and it did for Zavvi (formerly
to supply customers with other forms of
Virgin Megastore), Borders, Our Price and
entertainment including DVD’s and games
Woolworths.
when all their consumers wanted was a
the
place to go to discover new music.
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you are what you listen to amanda green
reimagining his masters voice
04
I NDU STRY
S IT UA TIO N
“
Shopping over the Internet often offers cheaper alternatives, a wider range of choice, product reviews, delivery when
On lin e sh oppin g h a s n ow be c o me so big th a t f or m a n y sh oppe r s, t h e in te r n e t is th e f ir st por t of c a ll be f o re th e y m a k e a pu rc h a se .
Radio 6 DJ Steve Lamacq
“
and what makes it even more appealing is
(Fourth Source, 2013)
that it is all accessible from the comfort of your own home. This is of course having negative effects physical retailers such as
”
HMV and explains why, “In Europe as a whole, online retailers are expanding 14.2
you are what you listen to
internet meets r e t a i
l
and where suits the customer, no queues
times faster than conventional outlets creating major strategic issues for stone based retailers.” (Retail Research, 2015)
Whilst HMV cannot escape the digital
we u s ed t o b uy a lot of records from HMV. But since
revolution
it
is
possible
for
them
to
engage with it by taking advantage of it to strengthen the brand and what it offers. They should strive to create a
it began t o m ov e toward s
new brand story and experience within
bein g
enter tainm ent
differentiating it from the online shopping
s u permarket, the selection
re-new itself if it wants to survive and
of
an
mat erial
on
offer
for
a blo ke s u c h as m y self began t o s h rink.
fashion and lifestyle communicator
”
their bricks-and-mortar stores in order of experience. “The high street needs to work with the Internet rather than see it as a threat. It needs to offer a special experience they [the consumers] cannot get online.” (Peston, 2013)
HMV now recognizes that “in an increasingly digital age, vinyl records can provide a deeper, tactile connection to music that resonates with some of the biggest fans” (Friedlander, 2015) and so they will fill a gap on the high street throughout the UK by providing these people with a place where they can go to listen, feel and be part of a community.
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market situation
05
you are what you listen to
“
Un til n ow, n o on e h a s h a d t h e f a c t s to ba c k u p a ssu mp t i o n s a b o u t w h a t h a s n u dge d u p v i n y l s a l e s , a n d i t ’s wide ly th ou gh t to b e h i p s t e r s .
”
(The Guardian, 2015)
M AR KE T The
vinyl
revolution
has
come
as
S I T U AT I O N
a
pleasant surprise to the music industry; in 2015 NME stated, “sales of vinyl have increased by almost 200% since 2009.”
vinyl is not d e a d
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These
encouraging
figures
determine
market s e g m e n t a t i o n
who the re-branded HMV will be aimed at; “the fact is that different formats
“In 2013 the 18-24 year old’s drove the growth, but in the last 12 months [2014]
provide
different
the biggest growth area has been 25-34’s (26% bought vinyl in the last month, up
groups of entertainment fans” (Ingham,
from 9%). IMC’s research identified some of the reasons for the formats resurgence
2016) and HMV will be for those who are
as being about sound quality, the sleeve artwork and collecting.” (IMC Unlimited,
appreciative of the values of owning music
2014) This means that the HMV market segment cannot be defined by consumer
and entertainment in its physical form.
generations/age alone, as it is apparent that a wide range of age groups has a
different
benefits
to
passion for physical music.
amanda green
reimagining his masters voice
06
The
term
“hipsters”
refers
to
a
contemporary subculture that is made up of independent thinking, creative and intelligent people and it is they, according to The Guardian, who is feeding the vinyl revolution. ‘Hipsters’ tend to reject mainstream
consumerism
and
like
to
discover new things, whether it is music, fashion, books or gadgets.
movements
the
are
way
trends
consumed
can
you are what you listen to
Understanding
and be
explained through Rogers Diffusion of
h
i
p
s
that’s so t e r
Innovation, which identifies five individuals and
defines
them
by
their
likeliness
and time to adopt innovation. Although hipsters are technically conformists within their own subculture, in comparison to the much larger mainstream mass, they are leaders of the latest cultural trends and ideals meaning that they would fall into
the
“Innovators”
classification
in
Rogers Diffusion of Innovation, which take up 2.5% of all consumers and can be defined as “adventurous people who initiate trends or adopt innovations before others, along with those that innovate and instigate subculture and street trends.” (Marketing Fashion, page 119)
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market situation
07
The niche group of consumers that have been identified may have differentiated music tastes but they all have this in common; they appreciate the simplicity and rawness of owning physical copies of music and other forms of entertainment. They are aware that not only does an LP sound better on a turntable but you actually own a copy of the music, whereas, when you buy or listen to music digitally most companies will not give you the right of ownership and instead just listening
you are what you listen to
rights that can be revoked at anytime.
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amanda green
08
reimagining his masters voice
M A R K E T
S IT UA TIO N
It is also important to understand that the identified segmentation share the same attitudes
and
buying
behaviours
that
reflect the 21st century consumer; “today’s modern
consumer
savvy, well
is
technologically
informed, well
connected,
posting their opinions via social media and
leaving
feedback
on
products”.
(Visual Merchandising For Fashion, page 162) HMV will cater for these attitudes by supplying a place like no other on the high street that this group of consumers will find
you are what you listen to
intriguing, innovative and differentiated.
21st century c o n s u m e r i s m
“
This tactile experience is important, c on su m e r s
va lu e
f a c e -to-f a c e
in te r a c tion s with store a ssoc ia te s. I n f a c t, 90% of c on su m e r s sa y th e y a re som e wh a t or e xtre m e ly lik e ly to m a k e a pu rc h a se wh e n th e y re c e ive a ssista n c e f rom a k n owle dge a ble store a ssoc ia te .
”
(Retail Touch Points, 2015)
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competitive situation
you are what you listen to
09
Put on regular in-store gigs // Creates
Does not sell mainstream music
an in-store experience that represents the
brand
and
entices
people
Their website is not overly clear or easy
to
to use // Only operating 3 physical
look through everything on offer //
stores around the UK could restrict
i
them on the amount of people they
the store // Knowledgeable staff who
can reach out to // Only sell products
are passionate about the brand //
that are directly linked to music // Do
Opened in the 70’s and have since built
not offer any promotional discounts to
up a respectable reputation // Popular
students //
in-store photo booth //
s
Be open-minded about the genres of music that they sell
//
Re-imagine
the UK could be successful since the vinyl revival // Look into selling lifestyle goods that fit in with the brand // Offer some kind of loyalty scheme //
Streaming sites // There are retailers who offer similar products but have a
much larger high street presence who for many will be more easily accessible // Independent record stores // iPods t h r e at s
opportunities
their online store // expanding across
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weaknesses
strengths
Dedicated listening stations throughout
Rough Trade SWOT a n a l y s
//
amanda green
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reimagining his masters voice
CO MP E TITIV E
S ITUA T I O N
you are what you listen to
The positioning map measures the position of HMV and their competitors by range of music offering by how easily accessible the brands are and as it clearly points out, with over 120 stores throughout the UK and their web store, HMV are the most accessible compared to Urban Outfitters who have 30 physical stores, Rough Trade
p
who have 3 and Amazon who have none. This defines the HMV positioning strategy; they will take full advantage of their ability
positioning m a
to reach out to a far larger number of
fashion and lifestyle communicator
consumers than their competitors through physical stores, which gives them a larger chance of communicating their brand story and ensuring loyal customers through the capability of making emotive connections.
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competitive situation
11
C O M PE T I T I VE
Sells a wide range of quirky lifestyle
Majority of stores are located in urban
products
places and hardly any rural area //
//
Identified
a
specific
consumer group and responded by supplying them with products they see strengths
you are what you listen to
UO SWOT a n a l
y
s
i
You pay more for goods in UO than
in HMV, Amazon and Rough Trade // Offer only a limited selection of music
to students // Strong social media
// Have not yet incorporated any of the
using beautiful imagery //
differentiate their in-store experience
presence // Advertise their products
latest in-store technologies // Do not with the online one //
weaknesses
as desirable // Offer a 10% discount
S I T U AT I O N
s
People have started to use UO for
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inspiration but then try and find similar
open stores and consider setting up in
products elsewhere at a cheaper price
rural areas- even if they just do pop-ups
//
// Dedicated a larger space within their stores to music and lifestyle goods //
A fair amount of 18-30 year olds
will not be able to afford to be loyal UO customers // Accusations in the past of behaving unethically //
t h r e at s
opportunities
Be opened-minded about where they
amanda green
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reimagining his masters voice
Not owning any physical stores means they operate a low cost structure
//
Offers an extremely wide range of
products // Price competitive // They
Free home delivery when you spend a certain amount // Amazon prime //
phone and kindle fire did not take off
as expected // No physical presence makes them very robotic and difficult to connect with customers on an emotional level // Profit losses due to free shipping //
a
Open
some
physical
stores
//
Consider using pop-ups to connect
fashion and lifestyle communicator
way // Collaborations with the public sector //
Price wars and shrinking margins
a
Amazon SWOT l y s i s
//
//
Local competition // Foreign exchange fluctuations // Competition from Apple iPad //
t h r e at s
opportunities
with their customers in an emotive
Low entry barriers to the industry
n
you are what you listen to
you want // Extremely well known //
tax avoidance // Products like the fire
weaknesses
strengths
deliver almost wherever and whenever
Attracted negative publicity through
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consumer analysis
13
demographic
[ men and women but mostly men [ 18-35
s
[ single = HEIDI\s[ couples = DINKY’s
e
[ millennials [ british
n s i t
you are what you listen to
[ graphic designer [ income 25-30k [ freelance work [ middle class
geographical
outskirts of London ]
i
suburban ]
v
first time house buyers ]
flat ] town house ]
e
large town ]
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fam i ly
e a go in g
s
y
Reading, Chester, Brighton ]
m
a
n
amanda green
14
reimagining his masters voice
A NA L YS IS
r
o
u
s
CONSU MER
e
n
t
conc i o u s
u
f a s h i o n
a
d
v
you are what you listen to
hyper
c
o
n
n
e
c
t
e
d
psychographic and behavioural
[ active lifestyle [ conformist [ takes pride in their appearance [ all things green [ social [ reading, cycling, cooking [ savvy shopper [ vegetarian, vegan, pescetarian [ discovering new found trends [ goes against the mainstream [ against fast fashion
usage and benefit
quality ]
c
r
e
a
t
i
v
e
rawness ] originality ] timeless products ] collectables ] interpersonal brands ] brand loyalty tendencies ] differentiated experiences ]
fashion and lifestyle communicator
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brand analysis
15
They are responding to the need
accidental d i s c o v e r y HMV are concerned that thanks to the digital revolution shoppers are becoming robotic in terms of what they buy; only purchasing artists and bands they have listened to in the past His Masters Voice’s brand essence is to deliver raw forms of music to the
and so it is their aim to encourage exploration.
established musically educated, thoughtful consumers
through
an
you are what you listen to
e
s
s
e
offers
savvy
The
“today’s
shopper”
t
a
o
u
c
h
p
o
differentiated in-store experience that is separated from the e-commerce pathway.
Technologies
including
iBeacons
that
shoppers
send
personalised, limited time offers via an
product reviews and monitor stock His Masters Voice will aim to become a place that attracts shoppers who want to browse its extensive range of music before deciding what to buy. “This strategy is designed to tap into the sense of an ideal lifestyle and as such, the retail space needs to be an inspirational environment in which the consumer wants to spend time” (Visual Merchandising, page 156). HMV will use creative and mindful visual merchandising
brand n c e
brand
technologically
image.
to offer the consumer a new alternative insight to the physical retail experience. By pinpointing the HMV brand touch points it is possible to see how the brand will impact on
levels and misplaced items, have all been incorporated into the brands bricks-and-mortar stores to create a “consumer experience that leaves a lasting imprint on the shopper,” (The Business of Fashion, 2015) one that cannot be replicated online.
i d e n t i t y
palette.
reimagined
brand
smart shelves that allow access to
and transform into a hub that mixes their
packaging, and a change in the colour
contemporary
can be used to purchase tickets; and
emotional level. HMV will conceptualise
made up of a new logo, e-commerce site,
in attempt to give them a new, more
that act as gig/festival planners and
experience that connects with them on an
reflects a charming personality and is
adapting their business accordingly
app or Bluetooth; interactive screens
immersive
heritage with contemporary branding that
for change in the retail model by
its customers through interactions that could cause both positive and negative impacts.
“
De sign in g
th e
c u stom e r
shopping
e xpe r ie n c e h a s n e ve r be e n s o i mp o r t a n t to re ta ile r s in orde r to in c re a s e b r a n d a wa re n e ss a n d loya lty a n d to c o n n e c t w i t h th e c on su m e r on a de e pe r le ve l .
”
(Visual Merchandising for Fashion, page 9)
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amanda green
i
n
16
reimagining his masters voice
B R A N D
A N A L YS IS e
brand What will separate HMV from the competition is the way in which they communicate
x
their brand experience, which will support the structure of the integrated promotional
p
strategy. Undergoing consumer research unveiled that the majority of physical music
e
buyers are men and so the new branding has a definitive masculine feel, yet could still
[ PR
help
to
get
p e ople
will become like museums- customers will go to see something, to learn and to be entertained” (Baker, 2015).
e
[ social media
can
to offer their customers a place to “try before you buy” in a literal sense. HMV “stores
highly-enga gin g
c
[ in-store events
exp er iences
well,
“gallery-esque” way, taking full advantage of “show rooming” and visual merchandising
n
[ website
executed
retail; blooming into visual, tactile environments that set out their products in a more
e
pre purchase
When
one of the first vendors on the high street to act accordingly to the change in physical
i
“
s
r
talking ab out a b r and and p ote n tia lly
”
b uild up b r and loy alty.
(Mintel, 2015)
In-store
that
Three pop-up locations around the
[ in-store retail environment
differentiates itself from online // Wide
country limits the amount of people
customer service // In-store events //
people are using streaming services
[ technological innovations [ packaging [ products on offer [ limited time in-store offers [ brand story [ visual merchandising
experience
range of products // High quality
who can access it //
Creative visual merchandising // Strong
removing the need for physical music
music followers a place to come to be
mainly
presence on social media // Gives
and retailers // Turning the focus to
sociable again //
customers // The new aesthetics and
l
y
s
i
music
Offers an experience that cannot be replicated by online competitors //
[ quality customer service
fashion and lifestyle communicator
gaming
Apple Music // All three locations are already home to independent record
Pop-up locations are renowned for their
stores that consumers may rather stay
thriving music scenes // Offer a wide
loyal to // The possibility of slipping into
revolution confirms there are a group
from online retailers who can supply the
range of in-store events // The vinyl of dedicated music // More advanced technological innovations //
administration again // Competition
same products but usually at a cheaper price //
t h r e at s
[ personalised offers
opportunities
[ timeless products [ technical assistance
loose
s
post purchase
[ quality sound
could
technologies are going to be costly //
[ wide range of product offering
SWOT a n a
More and more
weaknesses
[ uniforms
consumer
you are what you listen to
purchase
strengths
t
be seen as attractive by women who fall into the same segmentation. They will become
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int egrated promotional strategy
17
I N T E G R AT E D
PR O M O T I O N AL
S T R ATEG Y
marketing mix
price
price matches competitors ] gigs lower price than normal ] free delivery ]
product
diverse range of music genres ] p h y s i c a l e n t e r t a i n m e n t ; C D ’s , D V D ’s , v i n y l ] band merchandise ]
the relaunch p o p - u p
you are what you listen to
s
e - c o m m e r c e The
main
structure
of
the
integrated
In
todays
digital
world
it
is
promotional strategy will be constructed
becoming essential for a business to
by the re-launch of the modernised HMV,
operate an e-commerce site; Generation
which will take the form of pop-up shops
Z
in three carefully selected locations; The
group of consumers, they are constantly
Basement in Brighton, The Vinyl Factory
connected” (Marketing Week) and so for
Soho in London and The Engine Room in
HMV to be as competitive as possible
Manchester. These locations are renowned
and to increase their market share they
for having creative flare backed up by
will continue to be a multi-channelling
thriving music scenes. After research into
retailer who allows their customer to shop
the consumer it is clear that these are
interchangeably between their online and
key locations to where you would find the
physical store. The new branding will go
HMV target market in plenty.
towards developing a reimagined online
and
Millennials
“are
the
vintage clothing ]
almost
music players ]
savviest
store to help distinguish the difference
persuasion
iBeacon technology ] high quality customer service ] in-store tactile experience ] in-store events/gigs ] informative staff ] focus on providing music in its physical form ] product interaction (try before you buy) ]
between the two.
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amanda green
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reimagining his masters voice
HMV X
place
[ online [ p o p - u p r e - l a u n c h i n M a n c h e s t e r, L o n d o n a n d B r i g h t o n
promotion
To enrich the customers journey further,
[ in-store events
HMV has come into collaboration with
[ celebrity/band endorsement [ website [ press release [ limited time personalised offer
people
[ grind [ silo [ grindsmith and the brand [ tick tock vintage [ bands/artists
an element of lifestyle that encourages shoppers to browse for a longer amount of time. More than this HMV will be collaborating with coffee/tea rooms that are local to the
pop-up
locations
to
satisfy
their
consumers thirst for the best beverages around and that will transform into a bar for evening events. Combining different industries that run so closely alongside each
other
creates
a
unique
brand
experience. Shoreditch Grind will serve the
London
location,
Grindsmith
for
SILO
[ glass onion
“one-off golden finds and to give HMV
X
[ work force who are passionate about music
of charity shop shopping to find those
GRIND
[ blitz
Vintage to fulfil their customers craving
you are what you listen to
[ pop up launches
their suppliers Glass Onion and Tick Tock
SHOREDITCH
[ social media
Europe’s biggest vintage store, Blitz and
X
[ industry cross overs music X fashion X lifestyle
BLITZ
[ over 120 stores across the UK
Manchester and Silo for Brighton.
X GRINDSMITH
fashion and lifestyle communicator
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experimentation
19
you are what you listen to
smart s h
e
l
v
e
s
s
c
interactive r e e
n
s
mindful m e r c h a n d i s i n g
To enhance the customer experience within HMV’s physical stores
Interactive screens have been designed to be incorporated within
The new established branding for His Masters Voice has lead the
different technologies have been analysed to come to a decision on
HMV’s pop-up relaunch and their bricks-and-mortar stores. The
way to designing and constructing interesting and interactive visual
what innovations would work best for the brand. Tables have been
screens act as a gig/festival planner to the HMV customer and
merchandising. Instead of going fully technical, HMV wants to also
designed and drawn customised for the reimagined HMV that are
will allow them to find out/plan/buy their up coming gigs and or
take a look back at the way they used to present their business
embedded with smart shelf technology that allows staff to monitor
festivals. It will also have a quiz installed within it which allows
in the very early days and take inspiration from here. Products
stock levels easily through messages on an iPad and also gives
users to find out which festival would be best suited to them.
within store will be presented in a creative and authentic way that
customers the opportunity to read product reviews using a touch
customers find interesting and attractive. Vinyl display units have
screen.
been drawn and designed on Google Sketch-Up with the intend for it to feature within HMV’s physical store.
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amanda green
20
reimagining his masters voice
E XP E R IME N T A TIO N
One its
of
His
Masters
reincarnation
is
Voice to
aims
in
encourage
accidental discovery. One way I thought of encouraging this was though new, informative labelling on the products, so I have designed new packaging labels that are aligned to the new HMV branding, which feature a brief description of the
you are what you listen to
album, for example, and recommendations on what you might also like.
re-designing the l o g
o
First of all I wanted to take the HMV logo back to upper-case to give it back its sense of importance it so deserves, I also wanted it to have more of a modern feel to it. After playing around with different fonts I decided to just draw my own, taking inspiration from Manifesto and Vincent to come up with the logo on the far right.
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final products
the reimagined b s i t e
21
For His Masters Voice to be an efficient multi-channelling retailer it must operate both an online store and a physical one, both of which must be visually aligned and interesting. Below are some examples of my final website for the reimagined HMV brand. The branding is consistent throughout with a vintagey feel but with
e
contemporary elements in contrast. A definitive masculine/charming personality consumer that has been identified for HMV.
you are what you listen to
w
has been created tailored to the outlined
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amanda green
22
reimagining his masters voice
HIS
The
new
branding
will
go
MA S T E R S
V O ICE
towards
developing a reimagined online store that will have a slight contrast to the physical store
in
order
of
distinguishing
the
difference between the two experiences. The new HMV website will have a page called “The Index” which will be the home of features and recommendations from His Masters Voice, things like; bands and artists to look out for in 2016, best European festivals, the go-to gigs this winter, films with great soundtracks and on the road with…
you are what you listen to
fashion and lifestyle communicator
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final products
23
H I S
M AS E R S
VO I C E
mindful m e r c h a n d i s i n g A seating and reading section has been embedded within the pop-up for HMV to encourage customers to sit down, take a break, listen to some music, chat with people who share a passion for music. This has been done to kick start the attempt of injecting a sense of community within the music retail industry again, what so many of HMV’s customers were craving when the slipped into administration. Within the main body of the store, I have taken the small telephone boxes that attach to walls and transformed them into privatise listening booths (just like HMV had in the 50’s, not as phone boxes!) that are equipped with a record player
you are what you listen to
and headphones.
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amanda green
24
reimagining his masters voice
b
l
hmv x i
t
z
Taking inspiration from the Blitz store in East London I have created the the Blitz installation within HMV that I have designed as minimal yet conceptual to ensure that it doesn’t seem to overpower the rest of the store. Both HMV and Blitz are British businesses and what more British than an old fashioned, red, telephone box? I have used one to act as a changing room to the Blitz installation, fully fitted with mirror, hangers and music.
you are what you listen to
fashion and lifestyle communicator
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final products
you are what you listen to
25
s
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hmv concept t o r
e
amanda green
26
reimagining his masters voice
H I S
s
the vinyl factory o h
MAS T E RS
V OI CE
o
you are what you listen to
The reimagined brand offers today’s 21st century consumer a differentiated in-store experience that is separated from the e-commerce pathway. Technologies including iBeacons that send shoppers personalised, limited time offers via an app or Bluetooth; interactive screens that act as gig/festival planners and can be used to purchase tickets; and smart shelves that allow access to product reviews and monitor stock levels and misplaced items, have all been incorporated into the brands bricks-and-mortar stores to create a “consumer experience that leaves a lasting imprint on the shopper,� (The Business of Fashion, 2015) one that cannot be replicated online.
fashion and lifestyle communicator
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piracy-is-not-ok.
portfolio
amanda green
p
r
e
s
e
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piracy.is.not.ok.
urban outfitters
P I R A C Y - I S - N O T - O K . The UK illegally downloads over two hundred and fifty million pounds worth of music every year. With the Internet at our finger tips it is hard to resist the temptation to download something for free rather than pay for it, especially when money is an issue. This is having devastating consequences on the music industry including; the loss of jobs and is creating barriers for new, up and coming artists and bands. Piracy is no ok is a hypothetical campaign for the lifestyle brand, Urban Outfitters. The campaign aims to raise awareness around the issue of piracy within the music industry and is supported by a range of window displays, an instore event/gig, and information posters and zines.
amanda-green94@hotmail.com
fashion and lifestyle communicator
www.amandagreen.co.uk
concept
urban outfitters
27
c o n c e p t The Guardian reported that ‘Urban Outfitters is selling records to young people whose older siblings had probably never seen a record player – across the globe it is now one of the biggest stockists of vinyl.’ (Stanley, 2015)
This comes at a time where people are buying more things online than ever including both music and fashion; the campaign needs to convince people that having a hard, physical copy of something is far better than downloading it and that the shopping experience is better than ordering online.
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amanda green
28
piracy-is-not-ok.
Marketing today is more than selling
The
products.
creative
generation Y and Z; two generations
marketing can be used to educate,
who are technologically savvy and have
inform
target
a relaxed, open approach to living and
consumer. In attempt to prove this, my
something which is being seen again and
campaign run by Urban Outfitters aims
again is that they are interested in what
to teach and educate their consumers
is going on in the world and what they
on the effects of piracy on the music
can do to make a difference. Media Post
industry,
Innovative
and
update
whilst
and a
brands
m a r k e t
at
difference. They are a very future-focused
brand has to offer. My campaign will
generation that wants to do good and
not only sit amongst high street fashion
make a difference in the world. Over 60%
brands but in the music market too
want their jobs to impact the world and
alongside
76% are concerned about humanity’s
of
HMV,
Rough
impact on the planet.’ (Leopold, 2015).
urban outfitters
fashion and lifestyle communicator
&
aimed
says that generation Z ‘Want to make a
Trade and independent record stores.
i n d u s t r y
be
interest
likes
an
will
around the quirky products the fashion
the
creating
campaign
s i t u a t i o n
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consumer & competitive analysis
29
c o n s u m e r
consumer pen p o r t r
a
i
a n a l y s i s
t
Jess is a 22 year old Fine Art graduate who lives in London currently planning her
travels
with
her
boyfriend,
Alex,
who is also a Urban Outfitters consumer
urban outfitters
currently in his last year of graphic design. She is a free spirited kind of gal with big aspirations and is determined to get their all on her own. Jess dreams of travelling around the world for a year or two before coming back to London to become a freelance artist, but whilst she is saving up for this adventure she is working part time behind a bar and as a part time sales assistant; she cycles everywhere to save every penny. With the very little spare time she has she likes to visit art and fashion exhibitions, go to gigs and festivals and she loves to eat out for sushi. She has a couple of tattoos hidden away and is currently in the process of designing her third. She is extremely passionate about music and has a completely varied taste; loving the likes of The Rolling Stones and Taylor Swift. She is just as passionate about fashion, forever eyeing up the latest Jeremy Scott and Acne catwalk.
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amanda green
piracy-is-not-ok.
30
a n a l y s i s
a
n
rough trade SWOT a l y s i s
Ha s be e n a round sinc e t he 70’s a nd
Thei r
ha s built up a re spe c t e d re put a t ion
i s not the eas i es t or the m os t
for t he mse lv e s // The R ough Tr a de
aes theti cal l y
st ore a e st he t ic s ma ke a c ust ome r s
three phys i cal s tores i n the U ni ted
v isit a n e xpe r ie nc e // The y a lw a y s
Ki ngdom Rough Trade are l i m i ti ng
ha v e in- st ore gigs going on a s w e ll
them s el ves on the am ount of peopl e
a s signings // The re c ord c ompa ny
they can reach out to // S el l s i tem s
Tr a de ’
ha s
suc c e ssfully
and
onl i ne
pl eas i ng
//
s tore Onl y
that onl y m us i c l overs woul d be
sold re c ords for ba nds inc luding
i nteres ted i n, no qui rky products
The
or cl othi ng // Rough Trade does
Libe r t ine s,
The
Smit hs
a nd
The St roke s // R ough Tr a de ha v e a
not offer any prom oti onal offer to
follow ing of loy a l c ust ome r s.
s tudents .
urban outfitters
‘R ough
webs i te
Forever 21, American Eagle Outfitters, H&M,
WEAKNESSES
STRENGTHS
c o m p e t i t o r
Abercrombie
&
Fitch
and
GAP
can
all
be
identified as Urban Outfitters typical everyday day competitors in terms of fashion; they all have a similar target markets, pricing and product (clothing) offering. However, for this particular campaign their competitors are going to be
Ro u gh
Tr a de
t h e m se lv e s that
a
re fle c t s
c ould ne w t he
online
c re a t e st ore
a e st he t ic s
of
t h e i r phy sic a l st ore // The re c e nt
fashion and lifestyle communicator
t o t a ke full a dv a nt a ge of t his a nd c o n n e c t w it h t he ge ne r a t ion w ho h a s he lpe d t o br ing it ba c k // O pe n
m o re st ore s a c ross t he UK t o w ide n t h e i r ma r ke t sha re a nd ke e p up wi t h c ompe t it or s suc h a s Ur ba n Ou t f i t t e r s.
A high ma jor it y of peopl e are now
of ASOS who are also known for selling quirky
c onsuming t he i r m us i c di gi tal l y //
goods, and record stores like Rough Trade and
Ur ba n O ut fit t e r s s trong hi gh s treet
for
HMV who are going to be direct competition in
most pe ople , t he go to brand for
terms of music.
pre se nc e
me ans
they
are,
v iny l be c a use they are m uch m ore e a sily a c c e ssibl e. They al s o offer 10% st ude nt di s count // S om e of
t he ir c ompe t it ors (U rban Outfi tters , HMV,
ASO S)
produc t r a nge .
have
a
m ore
vas t
THREATS
OPPORTUNITIES
re v o l ut ion of t he v iny l; t he y ne e d
slightly different and take the form of the likes
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brand analysis
31
urban outfitters SWOT a n a l y s i s They have the ability to create a life style that people want to buy into and be part of // UO offer a large variety of quirky products
that you do not tend to find anywhere else // The creative visual merchandise in
urban outfitters
STRENGTHS
of other brands you can buy in store and online. They also have their Urban Renewal collections // Unique clothing that you could
not buy from other high street retailers // Offer a 10% student discount on all of their products.
If they excel in their quality of customer service it can make customers want to
return
and
repeat
purchase
//
Their steady expansion means they can maintain a good relationship and
portfolio
// Throwing in-store gigs and events regularly will help keep up with their
competitors // Could open up a few pop up shops where the main products
music related and have a coffee shop within the store.
of how garm ents are m ade and the fabri cs that are us ed // The brand
i s s om eti m es l abel l ed as a ‘ hi ps ter’ brand or as pretenti ous // S tores are
onl y l ocated i n m etropol i tan areas and never i n rural areas // U O has had bad pres s for bei ng ‘ offens i ve’ whi ch has l os t them cus tom ers .
They have a far more limited selection of vinyl Rough Trade and HMV // ASOS will have a competitive advantage at
Christmas when the high streets are busy // A large proportion of the UO
target consumer (18-30), are going to be tight for money // Consumers may
choose to shop for their music old school record stores like Rough Trade and HMV // Rough Trade has the cool reputation producing the likes of The Libertines, and The Strokes.
THREATS
OPPORTUNITIES
understanding of their core consumer
i s overpri ced for the actual qual i ty
WEAKNESSES
their stores creates an experience // Lots
A l ot of peopl e s ay that U O cl othi ng
amanda green
piracy-is-not-ok.
32
u r b a n
o u t f i t t e r s
b r a n d
a n a l y s i s
Urban Outfitters is an acknowledgeable sized retail brand, part of the URBN company along with sister brands Anthropology, Free People, Terrain and BHLDN. They have built themselves a strong high street presence in the United Kingdom thanks to their ethos;
and
en viron men t
di st in ct ive
t h at
so
the
com p elling
custom er
feels
urban outfitters
“
“ O u r g o al is t o offer a p rod uct assor tm ent and an
e mpat h et ic co n n ect ion to the b r and and is
”
pe rs u aded t o bu y”
(U r b an Outfitter s.)
You can find an Urban Outfitters store in most of the United Kingdoms’ major towns and cities amongst retailers like River Island, Topshop and H&M where they sell a wide range of products including edgy clothing for men and women at accessible prices. The fashion brand differentiates itself from its competitors by selling clothing that you do not find anywhere else on the high street, they produce fashion that is laid back and effortless and to offer something more, they give their customers the choice to buy brands such as Dr Martins, House of Holland and Fred Perry.
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final products
33
urban outfitters
marketing p i r a c y . i s . n o . o k .
As part of one of my final outcomes for the campaign I wanted to plan an event which would take the form of an in-store gig at Urban Outfitters Marble Arch; these are my mock ups for how the event would be publicised across social media, the tickets and the schedule.
portfolio
amanda green
piracy-is-not-ok.
34
booklet for p i r a c y . i s . n o . o k . This is my mini ‘Vinyls Do’s & Dont’s booklet/zine I designed for the Urban Outfitters consumer which would be something they could take away for free from an UO store. It informs them on the basics of vinyl including how to use a record player, parts of a record player, and how to look after and clean vinyl as it is likely they do not know how to use record players and vinyl.
urban outfitters
f i n a l
p r o d u c t
fashion and lifestyle communicator
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final products
35
p r o d u c t
urban outfitters
f i n a l
My main outcome was to be a range of window
displays
designed
on
Sketch-up, however, it took me longer to learn the software than I thought it would so I only managed to complete 2 designs. This is my ‘12 days of records’ window display for Urban Outfitters; on the 12 days leading up to Christmas, the first day being the event, a new vinyl comes on offer with a 20% off discount for that day only. The numbers you can see are doors (like on an advent calender), a new one opened each day.
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amanda green
piracy-is-not-ok.
36
d
i
s
p
l
a
window y s
urban outfitters
This design is for a window display advertising the in-store gig at Urban Outfitters where Wolf Alice will perform and therefore would be the display leading up to the event, before my advent, ‘12 days of records’ display.
This design also features a sort of notice board
where
bands/artists
can
come
and write on if they are looking for a member or wanting to advertise a gig, this is then helping new, up and coming musicians looking to get their foot in the music industry door. The tree you can see is promoting products sold by Urban Outfitters tha would make ideal gifts/ stocking fillers for Christmas.
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