Store Proposal
University of Huddersfield School of Art, Design and Architecture Department of Design
Maria Lucia Hohan Store Proposal
Andreea Bondor
A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND 13.05.2015
Contents Introduction Rationale, aim, objective....................................................page 5 Company analysis................................................................page 6 Target audience...................................................................page 7 Company anaysys.............................................................page 10 Market positioning..............................................................page 10 Store Location and rationale......................................................page 12 Store design and environment.........................................page 13 Floor plan.............................................................................page 14 Ambiance...........................................................................page 16 Staff only area....................................................................page 16 Retail concept....................................................................page 17 Fixtures and fittings.............................................................page 20 Retail features.....................................................................page 20 Customer journey...............................................................page 21 Logistics Windows..............................................................................page 22 Visual merchandising.........................................................page 23 Packaging...........................................................................page 24 Workforce Recommended staffing....................................................page 26 Staff uniform and procedures...........................................page 28 Conclusion..........................................................................page 30 References..........................................................................page 34 Appendices........................................................................page 36
‘Luxury, elegance and exclusivity‘ MLH
Introduction Rationale As Maria Lucia Hohan already have products available in concessions stores in London (i.e. Fenwick, 202 Boutique etc.), the development strategy aims at expanding and establishing the brand in the British Luxury market. On this purpose, a flagship store opening is proposed with the purpose of increasing customer loyalty and bringing a consistency into the brand’s visual communications. A flagship store will initiate the future development of the brand and strengthen its position in the market. The store is designed to communicate Maria Lucia Hohan’s ethos which encompasses the vision of elegance, luxury and exclusivity. Aim To create a store with a unique experience which communicates the brand’s ethos of elegance and femininity, while, at the same time, provides a luxurious retail environment. Objectives -create an engaging brand experience -clearly communicate MLH’s ethos -give consumers access to a wide range of products 5
Company analysis Core values The brand’s key characteristics communicate elements of luxury, etherealness and femininity. Maria Lucia Hohan’s motto is ‘Luxury, elegance and exclusivity.’ MLH designs adorn the body in a way which compliments the feminine figure; however, each season the designer explores different approaches of flattering the body and making the wearer feel delicate, sensual and seductive. The brand’s essence and personality are encompassed by words such as playfulness, femininity, innocence and seduction. The dresses offer the women an aura of mystery and allurement
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Target audience Primary consumer Female 34-45 years old Affluent, career-orientated, leading a fine lifestyle Maria Lucia Hohan’s primary consumer basis consists of wealthy, mature females who are the potential bread earner within the household. These are professional women who have a fine lifestyle and enjoy the high end luxurious fashion goods. They are keen on high quality products, appreciate the craftsmanship and attention to details, therefore these consumers see the luxury purchase as an investment, not as a mean of acquiring social status or attention.
Secondary consumer Female 24-33 years old Creative, indulgent, aspirational shopper The secondary consumer segment consists of a younger audience, mainly young professional who aspire to an above-average lifestyle. They are trend conscious and it is important to them to keep up with the latest fashion and also with their friends. 7
They are very influenced by social media, celebrities and friends’ opinions while the purchase decision making process. Even though most of their apparel allowance is spent on the high street, they do make luxury purchases on occasions in order to treat themselves. Tertiary consumer Affluent tourists whose purchases are made while travelling According to Bain & Co (2014), luxury purchases often take place while travelling, especially to an established fashion capital such as London. Tourists are more relaxed while on holiday and they are more likely to spend a large sum of money on luxury items which are seen as a treat and also have an emotional value to them, which only adds to the overall shopping experience. For full consumer profiles, please refer to the Promotional strategy.
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Ana, primary consumer
Carla, secondary consumer
Leah, tertiary consumer 9
Competitor analysis Competitors’ analysis has been conducted in order to gain a better understanding of the market and Maria Lucia Hohan’s position within it, evaluate the key competitors’ situations in order to design an appropriate marketing campaign. The competitors are established brands with strong multichannel strategies, seasonal advertising, consistent branded content and social media activity. Their flagship stores communicate the personality of the brand and are popular amongst the media. Market positioning Maria Lucia Hohan is a luxury fashion brand specialised in creating delicate and feminine gowns, featuring collections such as bridal, luxurywear and cocktail. The dresses aim at boosting the confidence and the designer sees them as accessories to enhance the personality and beauty of women. Due to its customers, designs and price points ranging between £600-1300, Maria Lucia Hohan is placed next to brands such as Jenny Packham, Notte by Marchesa and Alice+Olivia.
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Store Location and rationale As the aim of the promotional strategy is to expand Maria Lucia Hohan and establish it in the British luxury market, the best location for a store opening is the capital city, London. Besides being the world’s most visited city in 2014, with approximately 18.69 million international visitors (MasterCard: Global destinations city index, 2014), London is the ultimate British fashion destination, highly renowned for its established brands such a Burberry and an unmistakable fashion heritage. The chosen location for the Maria Lucia Hohan store is on 10, Albemarle Street, in Mayfair, London. Neighbouring Paul Smith, Amanda Wakeley and Tiffany’s & Co, the MLH store will be one of London’s top fashion destinations.
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Store design and environment As visual communications have a strong impact when it comes to the customers’ perception of the brand, the store has carefully been designed so as to convey the MLH’s ethos; it aims at oozing luxury and elegance, while at the same time being fully functional as a retail space. The interior design of the store aims at conveying the idea of an intimate space which reminds the customers of a luxurious dressing room, a place where they feel at home and taken care of by kind, knowledgeable staff. The brand’s essence will be strongly communicated with the use of a consistent colour palette featuring pastel pink, white and silver, all juxtaposed by neutral colours. The element of luxury will be enhanced by sumptuous crystal chandeliers, while fresh peonies, tufted sofas and luscious fabrics will suggest elegance and complement the overall look of the store. As the store layout aims at differentiating itself from the standard, crowded, high street store, the MLH store will maximise the use of wide space with the purpose of sending the idea of a luxurious, exclusive high end retail space where the customers’ satisfaction is a top priority.
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Floor plan The structure of the store will be a simple, yet efficient one, in the classic style of a luxury boutique. Two display windows with the purpose of grabbing the attention of the passers-by are placed between the doors of the shop. A round table decorated with fresh peonies welcome the customers inside the store; this is the first element of sophistication which the Maria Lucia Hohan communicates through visuals. On the right side of the shop will be the front desk from where a member of the staff will greet the customer and offer their assistance, in a strong-willed, yet not intrusive way. Products will be displayed on the left side and in the far right corner in the back, opposite to the changing rooms. The products will not be crowded on rails; sorted by occasion and style, they will express tidiness and elegance. Two large dressing rooms are available in the left corner of the retail floor; each will have full length mirrors and a chair for the customers’ comfort. Splendid white curtains will offer privacy while in the changing room. 14
As a luxury brand, Maria Lucia Hohan wants to make their customers feel pampered and respected, therefore next to the spacious changing rooms will be a comfortable sofa available for the customers’ friends to relax. The walls will be white and from place to place will feature finely executed, romantic paintings to dress up the white walls. The wood floor will be topped by embellished pastel rugs in the area with sofa. The dresses will be displayed on rails placed into a frame resembling a closet. There will be blush pink, elegant tufted sofas and white end tables for the customers’ convenience. In order to complement the overall look, luxurious crystal chandeliers will hang off the ceiling. The store will be decorated with fresh flowers vases to add a note of innocence and femininity to the retail space, once again, communicating the brand’s ethos.
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Store ambiance The lighting in the store will be adaptable so as to maintain a consistent amount of light which will not tire the eyes of staff and customers. The ambiance of the environment will not only be set by visuals, but also by auditory and olfactory stimuli; as music is an important element to set the mood, carefully selected tracks featuring musical instruments such as piano will ensure a relaxing shopping atmosphere. Another element contributing to the store’s atmosphere is the ambient scent; according to research, its importance is paramount when it comes to consumer purchasing behaviour. Room fragrance diffusers with a pleasant floral scent which will add to the overall atmosphere, will be placed within the store. Staff only area The rear of the store will be a ‘staff only‘area consisting of a stock room where will be more available sizes for the garments displayed in store as well as fabric samples and supplementary equipment. Employees will have access to a restroom and a staff room which is at their disposal during the breaks where they will have access to a comfort area and a partly-equipped kitchen featuring a refrigerator, microwave oven, sink, cupboard, coffee machine and a dining table. 16
An elegant, fully equipped office will be present in the building in the event of a client or press meeting. It provides a more intimate and private set, away from the busy shop floor. Retail concept The store aims at immersing the customers into the Maria Lucia Hohan experience of luxury, elegance and bespoke products. The visual communications of the store, alongside with the auditory and olfactory stimuli will contribute towards delivering the brand promise. The retail space will encompass the ethos of the brand and reflect its personality through the dÊcor and overall atmosphere of the store. The staff will play an important role due to their expertise, product knowledge and assistance which will facilitate and enhance the experience for customers, whether they are purchasing a garment, or just browsing. All the components in the store such as changing rooms or sofas are designated to meet the customers’ needs and expectations while at the same time making their experience more enjoyable and feel taken care of and indulged.
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Maria Lucia Hohan store layout- top view 18
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Fixture and fittings As a luxury retailer, the Maria Lucia Hohan will keep the fixtures and fittings to a bare minimum. Due to the fact that the amount of dresses displayed in the shop will be about 25 to 30, two points of sale will suffice. Towards the entrance of the store, opposite the front desk, will be displayed the new collection near which will be MLH’s iconic, best sellers. In the rear of the store, near the dressing rooms will be the bridal collection. The rails will be placed within a frame to resemble a closet and it will bring the store a plus of novelty and elegance. Retail features As Maria Lucia Hohan has achieved great success in the past through the use of Internet, the brand will perpetuate its usage for instant connection. Therefore, free Wi-Fi will be available in store for customers and staff for their lunch break. Customers can take advantage of the Wi-Fi and they will be encouraged to document and share their experience on social media by using the hash tag ‘#mlh‘or ‘@mlh’. This will aid the social media promotion and raise brand awareness. It will also make the customer experience more enjoyable and prove that Maria Lucia Hohan is an elegant 20
brand which, at the same time is able to keep up with the trends. The connection will benefit the retail operations as the staff will be able to check the stock availability on a tablet, without having to leave the shop floor. This will speed the retail process and it will not keep the customer waiting. Customer journey The customers are welcomed by a luxurious arrangement of peonies at the store entrance; this will instantly send the idea of a luxurious store for which aesthetics are of high importance when it comes to merchandising their products. Mannequins will be displayed in the shop windows and the rest of the dresses will be neatly placed on the rails, without cluttering the garments, so the customers can clearly and effortlessly see the products. Two large fitting rooms are available at the back of the store near which is a comfortable sofa available for customers. The pay point is placed towards the entrance of the store. The customer journey will be more pleasant due to the superb store visuals as well as the kind and knowledgeable staff. 21
Logistics Windows The windows of the store are paramount due to the fact that they present the brand to the passers-by and possibly spark their interest to visit the store. In order to work effectively, careful consideration has been taken regarding the visuals of the windows. Each window will feature between 2 and 3 garments. The mannequins selected for this purpose will be white high gloss fibreglass female figures with no facial features or hair, so as the attention is drawn towards the garments. The figures will be positioned in glamorous positions, reproducing models walking the runway. The dresses featured in the lest window will mainly consist of pieces from the new Autumn/Winter 15 collection; a long elegant gown will be set next to a medium to short length cocktail one. However, the right window will display a white dress from the bridal collection, so as to inform the passers-by about the wide range of products of Maria Lucia Hohan.
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Visual merchandising The in store visual merchandising will aim at communicating the essence of the brand while at the same time showcasing the collections. Closet-like instalments will hold the rails with hangers where the products will be carefully displayed on rose pink fabric padded hangers which will bear a small white ribbon. The dresses will be displayed in one size only in the shop floor, in order to keep a neat look and not to deteriorate the stock. If a different size is required, a member of the staff will check the in-store availability and bring a dress from the back room. The garments will be positioned into individual sections: bridal, luxury wear and cocktail. All products will be steamed after the stock delivery and they will be neatly stocked in protection bags in the back room, being ready at all times to be brought to customers or displayed on shop floor.
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Packaging In order to extend and maximize the shopping experience at Maria Lucia Hohan’s London based store, the packaging will play an important role in delivering the brand promise and meeting the customer’s expectations. As a luxury brand, MLH will show its love and respect towards their products, by the use of delicate, branded packaging. The garment will be carefully wrapped in blush pink protecting paper then placed in a size-appropriate white box which will feature the MLH logo. White branded paper bags of different sizes will also be available in the store. When purchasing a dress, Maria Lucia Hohan will provide a rose pink fabric padded hanger for the customer to take home, as well as a see-through protecting bag for safely storing the dress at home, if needed. All the elements stated above will work together by complementing each other, in order to deliver the brand promise, meet the customers’ needs and expectations and also embody Maria Lucia Hohan’s essence. All details, ranging from the store ambiance and customer service, to products and packaging, will play a role in encompassing the brand’s ethos and also satisfying the customers.
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Maria Lucia Hohan branded packaging
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Workforce Recommended staffing Opposite is a recommendation for the staff members. A minimum of 7 members is required in order to ensure an all-time high standard appropriate for a luxury brand. The full time members will arrive 30 minutes before the store opening and will ensure the retail space is opening to a luxury standard each day. The part time staff members will cover the afternoon shifts and will carry out the closing time procedures. However, during busy times more staff might be required in the store in order to keep up with the workload. The staff will be paid above average in order to reflect the luxury of the brand. A £ 9.45/hour rate is proposed for the staff members’ salary.
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Position
Number of staff
Responsibilities
Store Manager
1
-keeping up store maintenance -sales tracking -maintaining brand communications -supervising store maintenance -recruitment
Assistant Manager
1
-customer service -monitoring sales -stock audits -floor supervision -staff rota
Full time members
3
-customer service -maintaining visual
40 hours contract
standards -deliveries -sales Part time members 20 hours contract
2
-customer service -sales -housekeeping
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Staff uniform and procedures In order to communicate Maria Lucia Hohan’s values (i.e. luxury, exclusivity and elegance), the staff will be wearing business casual uniforms consisting of a pastel shirt, plain black, knee-length pencil skirt and black, medium heel stilettos. Careful grooming, hairstyle, make up and natural looking nails will be required. The staff members will be trained prior to the store opening, focusing on excellent customer service and product knowledge. This will include polite manners for addressing to clients, ability to provide relevant product and brand information, as well as maintaining high quality assistance throughout the customer journey. A client book will be kept in the store in order to record the customers’ details for preparations prior their future visits at the store. The staff will have a friendly and helpful attitude so as to make the customers comfortable and taken care of. This will contribute towards building brand loyalty and a strong customer basis.
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Maria Lucia Hohan proposed staff uniform
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Conclusion To sum up, the store will establish Maria Lucia Hohan into the British luxury market, on a high position amongst its competitors. The proposed location is in one of London’s finest areas, neighbouring brands such as Tiffany’s, Paul Smith and Amanda Wakeley. As Mayfair is a growing luxury area, having established the first MLH store there will benefit the company on the long run. The store design concept follows the classic luxury boutique guidelines, offering an open space where the customers will feel special and taken care of. The design communicates the ethos of the brand and it oozes luxury, elegance and femininity through décor pieces such as fresh peonies and glamorous crystal chandeliers. Besides being visually pleasant, the store layout is designed to provide a splendid, yet effective retail space. It meets the luxury standards and also reflects the high standards of Maria Lucia Hohan’s products. The visual merchandising’s objective is to attract new
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The staff will be professionally trained with the mission of delivering the brand’s promise and to provide exceptional customer service. Regardless of their position, customer service is the staff’s priority at all times. They will enhance the customer journey and will maintain the brand’s reputation through their behaviour and professional looks. Overall, the store will provide excellent customer service; it will bring consistency into the brand’s communications as well as promoting the brand’s core values, which will successfully mark the establishment and expansion of Maria Lucia Hohan within the British luxury market and to its customers.
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References Retail concept Retail customer experience, (2011), Eight characteristics of successful retail concepts; Retrieved from: http://www.retailcustomerexperience.com/articles/eightcharacteristics-of-successful-retail-concepts/ London tourism Mastercard, (2014), 2014 Global destinations city index; Retrieved from: http://newsroom.mastercard.com/wp-content/uploads/2014/07/Mastercard_GDCI_2014_Letter_Final_70814. pdf Images primary consumer Retrieved from: https://s-media-cache-ak0.pinimg. com/736x/ab/7f/62/ab7f62b315934410741f253f5b1ae929. jpg secondary consumer Retrieved from: http://www.fashionmagazine.com/wpcontent/uploads/2014/09/Street-Style-London-FashionWeek-Spring-2015-01.jpg 34
tertiary consumer Retrieved from: http://www.refinery29. com/2013/07/49859/seoul-style-pictures packaging box Retrieved from: http://static2.shop033.com/ resources/1D/3357/picture/91/83846545.jpg packaging bag Retrieved from: http://upload.wikimedia.org/wikipedia/ commons/thumb/8/88/White_paper_bag.svg/2000pxWhite_paper_bag.svg.png staff uniform Retrieved from: http://www.polyvore.com/cgi/app store location map Retrieved from: https://www.google.co.uk/maps/place/ Mayfair,+London/@51.5092463,-0.1471058,15z/data=!3m1!4 b1!4m2!3m1!1s0x487605255643cb2b:0x261185c6bcdb02d2 software used for store layout and design http://planner.roomsketcher.com/
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Appendices Appendix 1 Maria Lucia Hohan SWOT analysis
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Appendix 2 Maria Lucia Hohan store location map
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Appendix 3 Maria Lucia Hohan store layout 1.Shop flor top view
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2. Staff-only area top view
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3. Shop floor angle view
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3. Staff-only area angle view
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Appendix 3 Maria Lucia Hohan store furniture
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www.marialuciahohan.com