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