Color at your own risk!
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Company
3 Place
Consumer
4 Design
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Product
Promotion
Objective
As Seed Heritage thrives to expand in the Asian market, the company will create a pop-up shop in order to expand their market to a wider spectrum of Hong Kong residents and on-coming tourist. Located in Festival Walk, Seed will surround an array of competitive childrenswear companies. Seed Heritage will be introduced to a broader demographic of consumers, substantially different from the popular Hong Kong Islander. The goal of this pop-up shop involves creating a unique experience for the customer. The store will focus on the recent party collection, and as a result, they will create an experience to the customer through a party theme.
1 Company
Seed Heritage originated in 2000 at a small shop in Armadale,Victoria. The founder strived to create a unique atmosphere, where parents and children could experience a connected shopping experience together. Today, Seed is one of most widely recognized Australian retailers of modern fashion and accessories. Their future endeavors have included expansion towards Asia, where they currently have 5 Seed Heritage stores with growing plans forexpansion. (Heritage 2015)
History
80
Retail Stores Globally
Sales Channel Online Store
Australia
Hong Kong New Zealand Singapore
The map above illustrates the different Seed Heritage locations throughout Hong Kong. Currently, Seed Heritage is located in six locations around Hong Kong. In preparation of designing the pop-up shop, the company challenges the notion of distance in order to inform more residents and tourist of Hong Kong about the company and merchandise. In addition, further market research was completed to calculate the pros and cons of new shopping locations in the Hong Kong district. Kowloon district was chosen as a final destination for the pop-up shop.
Harbor City
Harvey Nichols Child
Lee Gardens Child
G17 Ocrean Terminal Harbor City, Tsim Sha Tsui, Hong Kong
HP150A, HARVEY nichols pacific place, 88 queensway admiralty, hong kong
Shop 219-220, Yun ping road 28 yun ping road, causeway bay, hong kong
+852 2375 7948 CHILD & TEEN
+852 2918 4085
+852 2577 0721
child
CHILD
Moko Child
Queens Road
The Pulse
Shop 363-365 193 prince edward rd west, mongkok
41 queens road, central hong kong
SHOP 201 A & B, 29 BEACH RD REPULSE BAY, HONG KONG
+852 2160 3171
+852 2803 1677
Child & teen
CHILD & TEEN
+852 2433 2800 Child
Store Locations
2 Consumer
“I am a banker by day, housewife by night, around the clock mother to two beautiful daughters, baker and blogger anytime in between.� -Shirley Kwok
Featuring Shirley Kwok.....
Demographics
Psychographics Attitude Trendy Technological Savvy Conscious Consumer
buying behavior High Disposable Income Returns Frequently | Growing Kids Maintains Trends
Gender:
Female
AGE:
28-40
race:
Asian, British, Australian
Employment:
Stay-at-Home Mom Teacher, Event Planner, Financial Analyst
Income:
Middle to High
The Trendy Mom
3 Place
With the special design of combining natural light and open space, Festival Walk offers opportunities for business and pleasure, including over 200 retail stores and restaurants, a multi-screen cinema, one of Hong Kong’s largest ice rinks, over 220,000 sq. ft. of office space, 830 car park spaces and direct access to buses, taxis, and the MTR Kowloon Tong Station of Kwun Tong Line and East Rail Line. Festival Walk’s setting and accessibility has made it the location of choice for some of the world’s renowned retail names and reputable companies. (About Us 2015)
District Kowloon City
408,600 Population
$25,100
Household Income
Age Group Percentile 0-14 11.1
15-24 25-64 11.3
62.6
65+ 15.0
Average Household Size
2.9
73%
Population of Chinese Women
Festival Walk 80 Tat Chee Avenue Kowloon Tong, Hong Kong
Seed Heritage chose location J as the pop-up location in Festival Walk shopping center. As Level 2 occupies the majority of childrenswear located in Festival Walk, the company aims to keep their pop-up shop nearby. As competitive stores surround Seed Heritage, the similar customer will be in the facility shopping amongst the childrenswear labels, and as a result, they will have close access to the pop-up shop. Additionally, the company will focus on experience as a major attribute to bring consumers into the store.
Area J Level L2
Childrenswear Ferrari Store Junior ItsImagical Kingkow Monsoon Children Natures Purest Nicholas & bears Petit bateau ralph lauren child sketchers kids TOYS R US
Festival Walk
Festival Walk carries many different children’s brands including clothing, shoe and toy companies that range from mid to premium markets. Through market research, Kingkow, Petit Bateau, and Monsoon Children are key competitors for the Seed Heritage pop-up store. Similar pricing and a customer base are factors to be considered when determining the traffic traveling through the store. In addition, these companies are all trend and quality driven brands which will bring a similar buying trend in the pop-up.
Established Asian Brand Quality Driven Trend Driven Similar Price Points
Similar Price Points Social Media Presence Women and Children Merchandise Trend Driven Similar Customer Base Quality Driven
Party Collection Women and Children Merchandise Offer Formal Attire Similar Customer Base Similar Price Points Quality Driven
Competition
4 Design
General 7
22.. 20.
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21.
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5
Exterior
Mood Boards
Phase 1
Front View
Interior Design by Chan Ching Kei Constance
Store Layout
Store Design
Angle View
Side View
5 Product
Tops
Leotards
outerwear
Dresses
sequin spot ss tee hk255.00
watermelon leotard HK280.00
Sateen sequin bomber hk515.00
ruffle dress hk450.00
SKIRTS
leggings
Shoes
Accessories
longline tutu hk450.00
foil heart leggings hk220.00
Silver brogue hk450.00
poodle purse hk255.00
Party Collection
In the distribution of product, Seed Heritage will be selling the party collection designated to their girl clothing category. This collection is inspired by a little girl’s party. Glitter, faux fur, sequins and pops of extravagant colors are just a few of the details pertaining to this line. The company has seen an increase in sales for this particular product line. Pertaining to the assortment plan, the consideration of weather has allowed the buying team to supply the store with a higher percentage of outerwear and bottoms. Additionally, hair is a top category for accessories, as the company estimates a higher percentage of sales for this zone.
Bottoms Tops
Dresses Outerwear
hk$360-hk$450
hk$450-hk$515
33%
25%
hk$255-hk$360
21%
21%
hk$420-hk$515
Apparel
Accessories
55%
45%
hk$255-hk$515
hk$55-hk$385
Hair 37%
hk$55-hk$110
Shoes
Party
Jewelry Purses
hk$320-hk$780
hk$55-hk$385
hk$100-hk$190
21%
21%
11%
11%
hk$255
Assortment Plan
In order to accurately place the party collection, Seed Heritage has organized planograms for both apparel and accessories. These planograms are based on the traffic around the pop-up shop, assisting the customer to easily access every garment and value the organized, simple store layout. Considering the pop-up shop is small compared to a regular brick and mortar store, the company will use the walls of the store to display a majority of the pieces. Windows surrounding the store will allow outsiders to view the garments as well. Two, side entrance points will occupy a rack of clothes in order to grab the customer’s attention.
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Apparel Planogram
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Accessories Planogram
6 Promotion
Bus Stop
Blog Post
Seed Heritage “Party” Pop-Up Shop
Experience the party collection through a pop-up shop collaboration.
January 5th - February 2nd
Area J, Level L2, Festival Walk 80 Tat Chee Avenue Kowloon Tong, Hong Kong
On January 20th, Seed Heritage is debuting a pop-up shop designated to promote their children’s party collection. Located on level 2 of Festival Walk, it will be situated around the other childrenswear brands located in the shopping center; specifically, in the J section. The party collection is all about a little girl’s dream party with faux fur, tulle skirts, and sequins galore. In addition, they will be collaborating with Sweet Secrets, to give away cupcakes with a purchase. Sweet Secrets will have both regular and gluten free cupcakes in order to satisfy every type of customer’s tastebuds and preference. Stop by and see for yourself the extravagance behind this collection. Little girls are welcome!! CHeck out this video Seed Heritage directed for this collection.
In order to inform mothers about the pop-up shop, Seed Heritage will take advantage of advertisements located on bus stops around the Kowloon district, specifically near the Festival Walk area. In addition, the company will partner with Sassy Mama, a popular blog for Hong Kong mothers, in order to inform the designated target audience of the pop-up shop being held in Festival Walk shopping center. The blog post features a video debuting the party collection. Using two different types of promotion, the company seeks to inform a wide range of Hong Kong mothers about the pop-up shop.
Cakes | Cupcakes | Cookies | Catering
Locations Central Causeway Bay
Since 1999, Sweet Secrets has been satisfying their customers with amazing recipes that sets them apart from the rest of Hong Kong bakeries. Through quality ingredients, the company aims to provide fresh and unexpected treats that assist an amazing occassion.
Seed Heritage will collaborate with Sweet Secrets to provide a party experience to the customer. Cupcakes will be located at the cashier’s counter, where every paying customer will receive a cupcake. Sweet Secrets has agreed to follow the design aesthetic in corporating glitter with the pink and gold color palette displayed throughout the pop-up into the cupcake design. Additionally, the cupcakes will be made vegan to satisfy every customer’s appetit and food restrictions. Seed Heritage will display the “Sweet Secrets” logo to promote the collaborative company. Also, Sweet Secret’s shop will display promotional pieces regarding the pop-up in their shop.
Collaborations
Conclusion
Produce a pop up shop in order to bring brand aware to a different customer base through the promotion of Seed Heritage’s party collection based in a distant sector of shopping malls, located in Festival Walk surrounded by competitive brands.
References
Festival Walk. (n.d.). Retrieved November 16, 2015, from http://www.festivalwalk.com.hk/en/ Home. (n.d.). Retrieved November 16, 2015, from http://www.seedheritage.com/hk/ Our Collections. (n.d.). Retrieved November 16, 2015, from http://www.kingkow.com/ Petit Bateau. (n.d.). Retrieved November 16, 2015, from http://www.petit-bateau.us/?referrer=https://www.google.com.hk/?referrer=https://www.google.com.hk/ Sassy Mama - Hong Kong. (n.d.). Retrieved November 16, 2015, from http://www.sassymamahk. com/ StyleInk. (n.d.). Retrieved November 16, 2015, from http://www.styleinkhk.com/ Sweet Secrets Hong Kong. (n.d.). Retrieved November 16, 2015, from http://www.sweetsecrets. com.hk/ Women & Children’s Clothing. (n.d.). Retrieved November 16, 2015, from http://uk.monsoon. co.uk/uk/children
Blair Salter Interior Design: Chan Ching Kei Constance Professor: Quy Cory Quach Class: Retail Management School: Savannah College of Art and Design Term: Fall 2015