Jo Malone Pop Up Shop

PART III

Emily Jiang - Roxana Montenegro - Ann Stoker - McKenzie Strickland

FASM 410

Index About Mission Statement Customer Profile Objectives Location Concept Layout & Design Ambience & Experience Assortment plan Staff Financials P&L Statement

Founded in 1983 by Jo Malone in london.

Owned by EstĂŠe Lauder since 1999.

Known for its expensive perfumes, luxury candles, bath products, and room scents.

Available in 22 countries.

MISSION To provide a product that is both unique and elegant, the perfect mix between the traditional and the unexpected. Present in the customers life both in their daily routine and in their homes, providing them with a scent that complements their classical yet distinctive personality.

VISION Our products are carefully created and designed to provide our customer with a product that is right for them. Made with the best ingredients and carefully designed we are able to create an aroma distinctive of the brand and its customer.

values - Unconventional sense of sophistication.

- Timeless and elegant.

- Proud of their british heritage.

- Committed to providing excellent customer service.

ADJ. - Timeless - Elegant - Sophisticated - Luxurious - Minimal

Millie Lee Fashion blogger in New York YouTuber featuring videos focused on fashion, design inspiration $80,000/year Lives with her boyfriend in a modern style apartment She prefers spending money on high-quality items Drinks wine or a classic dry gin martini Read any kinds of fashion magazines Attends gallery opening, fashion events Love traveling around the world

Jay & Rebecca White collars $100,000/year Live together in a loft apartment They love the high-quality lifestyle They prefer spending money on home goods and decorate their apartment Read any kind of interior magazines Highly attached to their smartphones Love hanging out with friends Love flowers and nature

Brand awareness Build the brand with distinct marketing in order to gain awareness such as referrals, word of mouth and others.

Enhance the brand identity with a fresh perspective. Exposing Jo Malone to a new market.

Recover Jo Malone’s spotlight.

Get customers to recognize and remember the brand

Customers Attract, reach and engage with potential customers by creating dynamic and unique touchpoints.

Immersing the customer within the brand’s atmosphere.

Enhance customer base by improving loyalty and encouraging customers to view Jo Malone in a new viewpoint, improving its perception.

Strengthen the relationship with customers by developing communication and offering exclusive direct sessions regarding the brand and its products.

Products Showcase and share products with the intention of getting customers to expose themselves to try the products and see its results and benefits.

Providing feedback about its products.

Create engaging content by offering unique services and experiences, such as educating the customer about exclusive features and products, leading to customers discovering something about the brand.

Singapore Changi Airport “Theatre of Experience�

Ranked top international airport Largest Transportation Hub in Southeast Asia 18th busiest airport in the world and most importantly would give us direct access into the Asian luxury shopping market known for its eye-popping luxury shopping and hosting pop-ups. perfect testing site for future expansion

Concept we wanted to incorporate Jo Malone’s aesthetic of elegance and sophistication into our pop-up. To increase our experience we decided to resemble the design of the store as one of Jo Malone’s best sellers, a diffuser. This way making our store timeless yet traditional. Keeping it clean and minimal.

Layout & Design

804.25 square ft.

Collaboration for Layout - Yu Chin

Ambience & Experience The ambiance of our pop-up aims to be inviting to our customer, easy to navigate and and a true example of what Jo Malone stands for; Minimalism, elegance and quality. We are bringing in modern features by using all glass walls while still incorporating Jo Malone heritage and elegance drawing inspiration from the form of one of our best selling products.

Assortment Plan Description

% to total

Total Units

Retail per Units Total Retail

Wood Sage & Sea Salt Cologne

5.49%

1,102

$136

$149,838

Peony & Blush Suede Cologne (1 oz.)

5.49%

1,102

$68

$74,919

Nectarine Blossom & Honey Cologne

5.49%

1,102

$136

$149,838

English Pear & Freesia Cologne (1 oz.)

5.06%

1,017

$68

$69,156

Mimosa & Cardamom Cologne

5.06%

1,017

$136

$138,312

Nectarine Blossom & Honey Cologne

4.64%

932

$68

$63,393

Peony & Blush Suede Cologne (3.4 oz.)

4.64%

932

$136

$126,786

Red Roses Cologne (1 oz.)

4.22%

848

$68

$57,630

Lime Basil & Mandarin Cologne (1 oz.)

4.22%

848

$68

$57,630

Blackberry & Bay Cologne (1 oz.)

4.22%

848

$68

$57,630

Velvet Rose & Oud Cologne Intense

3.66%

735

$185

$135,883

English Pear & Freesia Cologne

3.66%

735

$136

$99,892

Orange Blossom Scented Home Candle

3.66%

735

$67

$49,212

Lime Basil & Mandarin Scent Surround™ Diffuser

3.23%

650

$98

$63,676

Orange Blossom Body Crème

3.23%

650

$80

$51,980

Grapefruit Cologne (1 oz.)

3.23%

650

$68

$44,183

Red Roses Cologne (3.4 oz.)

3.23%

650

$136

$88,366

Blackberry & Bay Cologne (3.4 oz.)

3.23%

650

$136

$88,366

Orange Blossom Cologne (3.4 oz.)

3.23%

650

$136

$88,366

Pomegranate Noir Scented Home Candle

2.81%

565

$67

$37,855

Vitamin E Nourishing Hand Treatment

2.81%

565

$55

$31,075

154 Cologne (3.4 oz.)

2.81%

565

$136

$76,840

Red Roses Scent Surround Diffuser

2.81%

565

$98

$55,370

Lime Basil & Mandarin Scented Home Candle

2.81%

565

$67

$37,855

Dark Amber & Ginger Lily Dry Body Oil

2.53%

509

$82

$41,697

Vitamin E Body Treatment Scrub

2.53%

509

$98

$49,833

Grapefruit Body & Hand Wash

1.97%

396

$40

$15,820

Total

100%

20,086

$2,637

$2,001,400

Staff

Opening Hours: Monday - Sunday, 7am - 12am Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

7am - 8am

Sales Associate (1) Sales Associate (1) Assistant Manager Assistant Manager

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager Assistant Manager

8am - 9am

Sales Associate (1) Sales Associate (1)

Sales Associate (1) Sales Associate (1)

Sales Associate (1)

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager Assistant Manager

9am - 10am

10am - 11am

11am - 12pm

12pm - 1pm

1pm - 2pm

2pm - 3pm

3pm - 4pm

5pm - 6pm

7pm - 8pm

8pm - 9pm

9pm - 10pm

Sales Associate (1) Sales Associate (1)

Sales Associate (1)

Sales Associate (1) Sales Associate (1) Sales Associate (1) Sales Associate (1)

Sales Associate (1) Sales Associate (1)

Sales Associate (1) Sales Associate (1)

Sales Associate (1)

Sales Associate (2) Sales Associate (2)

Sales Associate (2) Sales Associate (2)

Sales Associate (2) Sales Associate (2) Sales Associate (2)

Sales Associate (1) Sales Associate (1)

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager Assistant Manager

Sales Associate (1) Sales Associate (1)

Sales Associate (1) Sales Associate (1)

Sales Associate (1)

Sales Associate (2) Sales Associate (2)

Sales Associate (2) Sales Associate (2)

Sales Associate (2) Sales Associate (2) Sales Associate (2)

Sales Associate (1) Sales Associate (1)

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager Assistant Manager

Manager

Manager

Manager

Manager

Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Sales Associate (3) Sales Associate (3)

Sales Associate (3) Sales Associate (3)

Sales Associate (3) Sales Associate (3)

Sales Associate (3)

Sales Associate (2) Sales Associate (2)

Sales Associate (2) Sales Associate (2)

Sales Associate (2) Sales Associate (2) Sales Associate (2)

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager Assistant Manager

Manager

Manager

Manager

Manager

Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Sales Associate (3) Sales Associate (3)

Sales Associate (3) Sales Associate (3)

Sales Associate (3) Sales Associate (3)

Sales Associate (3)

Sales Associate (2) Sales Associate (2)

Sales Associate (2) Sales Associate (2)

Sales Associate (2) Sales Associate (2) Sales Associate (2)

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager Assistant Manager

Manager

Manager

Manager

Manager

Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Sales Associate (3) Sales Associate (3)

Sales Associate (3) Sales Associate (3)

Sales Associate (3) Sales Associate (3)

Sales Associate (3)

Sales Associate (4) Sales Associate (4)

Sales Associate (4) Sales Associate (4)

Sales Associate (4) Sales Associate (4) Sales Associate (4)

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager Assistant Manager

Manager

Manager

Manager

Manager

Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Sales Associate (3) Sales Associate (3)

Sales Associate (3) Sales Associate (3)

Sales Associate (3) Sales Associate (3)

Sales Associate (3)

Sales Associate (4) Sales Associate (4)

Sales Associate (4) Sales Associate (4)

Sales Associate (4) Sales Associate (4) Sales Associate (4)

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager Assistant Manager

Manager

Manager

Manager

Manager

Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Sales Associate (4) Sales Associate (4)

Sales Associate (4) Sales Associate (4)

Sales Associate (4) Sales Associate (4) Sales Associate (4)

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager

Assistant Manager Assistant Manager Assistant Manager

Manager

Manager

Manager

Manager

Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Sales Associate (4) Sales Associate (4)

Sales Associate (4) Sales Associate (4)

Manager

Manager

Manager

Manager

Sales Associate (4) Sales Associate (4) Sales Associate (4) Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Sales Associate (5) Sales Associate (5)

Sales Associate (5) Sales Associate (5)

Sales Associate (5)

Sales Associate (5) Sales Associate (5)

Manager

Manager

Manager

Manager

Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Sales Associate (5) Sales Associate (5)

Sales Associate (5) Sales Associate (5)

Sales Associate (5)

Sales Associate (5) Sales Associate (5)

Manager

Manager

Manager

Manager

Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Perfume Blender

Sales Associate (5) Sales Associate (5)

Sales Associate (5) Sales Associate (5)

Sales Associate (5)

Sales Associate (5) Sales Associate (5)

Sales Associate

Sales Associate

Sales Associate

Sales Associate

Sales Associate (5)

Sales Associate (5) Sales Associate (5)

Sales Associate

Sales Associate

Sales Associate

10pm - 11pm

Sales Associate (5) Sales Associate (5)

Sales Associate

Sales Associate

11pm - 12am

Sales Associate (5) Sales Associate (5)

Sales Associate (5) Sales Associate (5)

Sales Associate (5)

Sales Associate (5) Sales Associate (5)

Sales Associate

Sales Associate

Sales Associate

Sales Associate

Sales Associate

Sales Associate Sales Associate

Compensation Base Pay

Total for Six Months

Sales Associate (5) Sales Associate (5) Sales Associate

Sales Associate Sales Associate

Sales Associate Sales Associate

Staff Roles Sales Associates

- Greeting & Engaging Customers - Checking Out Customers - Answering Customer Questions

- Greeting & Engaging Customers - Checking Out Customers

Managers

- Answering Customer Questions - Managing The Other Employees - Setting the Schedule - Making Sure The Store is Running Properly

- Greeting & Engaging Customers

Perfume Blender

- Checking Out Customers - Answering Customer Questions - Showing Customers How to Layer Perfumes to Create a Custom Scent

Financials

Rent

Staffing

Fixutures/Furniture

$58,220.00

$163,480.27

10% of sales

4000+300+320

Operational Cost Rent 10% of sales - $163,480.27

Staffing 58,220.00

Fixtures & Furniture

Construction $4,620.00

7pm - 8pm

Construction

5024+1,406+6,000+2500+750+ 7000 3000+150

Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Ble

Sales Associate (5) Sales Associate (5)

Sales Associa

Manager

Manager

Technology

Shelves- $4,000

Glass Panel Walls - $5,024

3 iPads - $3,000

Table - $300

Hardwood Floors - $1,406

Card Readers - $150

Check Out Desk - $320

Wooden "Diffuser" Poles - $2,500

Barstools - $400

Wooden Ceiling - $2,500

Light Fixture - $300

Illuminated Sign - $750

Perfume Bar - $1,500

Labor - $7,000

Installation

Manager

Perfume Blender

8pm - 9pm

9pm - 10pm

$10,000

Perfume Blender

Sales Associate (5) Sales Associate (5)

Perfume Ble

Sales Associa

Manager

Manager

Manager

Perfume Blender

Perfume Blender

Perfume Ble

Sales Associate (5) Sales Associate (5) Sales Associate

Total

Technology $22,680.00

Sales Associa

Sales Associate $253,150.27 Sales Associa

10pm - 11pm

Sales Associate (5) Sales Associate (5)

11pm - 12am

Sales Associate (5) Sales Associate (5)

Sales Associa

Sales Associate

Sales Associa

Sales Associate

Sales Associate

Sales Associa

Sales Associate

Compensation Base Pay

Total for Six Months

Sales Associate 1

$8/hr

$3,840

Sales Associate 2

$8/hr

$3,840

Sales Associate 3

$8/hr

$3,840

Sales Associate 4

$8/hr

$3,840

Sales Associate 5

$8/hr

$3,840

Assistant Manager

$12/hr

$11,520

Manager

$20,000/year

$10,000

Perfume Blender

$35,000/year

$17,500

Total

Sales Associa

$58,220

P&L Statement

Total Revenue Total Operational Cost Total Promotional Cost Total COGS

( ( (

$253,150.27

Rent

0 $408,700.67

Total Profit / Loss

Airport Traffic Traffic/Fall Our Traffic Conversion Average Basket Purchasers Total Sales

$1,634,802.69

November 5,174,000) ( 0.007) ( 36,218) ( 9% 108.80 3,260 $354,646.66

10% of sa

$972,951.75

December 5,862,000) ( 0.008) ( 46,896) ( 10% 108.80 4,690 $510,228.48

January 5,256,000) ( 0.006) ( 31,536) ( 7% 108.80 2,208 $240,178.18

February March April Total 4,670,000) ( 5,113,000) ( 5,169,000) ( 31,244,000) 0.005) ( Rent 0.006) ( 0.006) Staffing Fixtu 23,350) ( 30,678) ( 31,014) ( 199,692) 10% of sales - $163,480.27 58,220.00 Shelves5% 6% 6% 108.80 108.80 108.80 Table - $ 1,168 1,841 1,861 15,026 $127,024.00 $200,265.98 $202,459.39 $1,634,802.69 Check O

Barstool

Light Fix

Perfume Total

Performance metrics Social Media Followers

Number of Unique Customer Profiles

Customer Data Capture

Since brand awareness is one of our key focuses with this pop-up, we will be measuring our success based on the number of unique customer profiles created, the growth of our social media followings, and the amount of customer data we can collect. We want to task our pop up shop employees will collecting the names, email addresses, and phone numbers of 95% of all customers in the pop up.

Takeaways Our main goals with this pop-up are to create greater brand awareness and determine if expanding further into the Asian market. If we decide that expanding further into Asia is a good idea, we will be poised for success because we will have already gathered customer demographic and preference data.

Though opening our pop-up in an airport has its own difficulties, we believe that this location will give us unprecedented access to a new range of customers.

Sources https://www.jomalone.com/?gclid=Cj0KCQiAoJrfBRC0ARIsANqkS_7eDn5hxOQ4d38DGRCZi6bmIugUu61OKgWW4fZijycQVzsNvCm3Q-saAhwQEALw_wcB&gclsrc=aw.ds http://www.changiairport.com/corporate/about-us/traffic-statistics.html https://www.straitstimes.com/singapore/changi-ranks-3rd-in-traveller-spending https://www.nytimes.com/2017/03/01/business/smallbusiness/doing-business-at-an-airport.html