A CREATIVE STRATEGY BY BETHANY WATSON
Contents Page 01-02 Concept and Rationale Page 03-08 Brand Profile Page 09-10 Target Market Page 11-16
Competition
Page 17-24 Insight Page 25-26 Objectives Page 27-38 Content and Promotion Page 39-50 Logistics and Budgeting Page 51-56 Health and Safety Page 57-60 References
CONCEPT AND RATIONALE Free People is an American fashion and lifestyle brand crafted around the notion of creativity, individuality and adventure for empowered young women. As a staple in the US and Canada, Free People offers unique products that epitomise a free-spirited, bohemian way of life. After gaining popularity with a host of British women, Free People launched a UK website in 2012. The success of the website, combined with an increased presence in the UK, revealed an opportunity for the brand to expand its global reach. In July 2015, Free People entered new territory, launching an exciting pop-up store on London’s Kings Road. With a successful blogger collaboration and a UK-specific Instagram account amassing over 50,000 followers in 6 months, the brand’s future in the UK looks set to flourish. In a primary research survey with female millennials, over a third of participants were aware of the brand which is a testament to its growing presence. Offering an entire package to its customers is of vital importance to Free People, therefore a permanent UK store providing full access to the brand’s way of life is an important step in strengthening bonds with British fans. This concept explores all aspects of creating the first Free People store in the UK, from the store design to the perfect launch strategy, allowing Free People to make a triumphant entrance onto British soil.
2
BRAND PROFILE Free People was founded in the 1970s in Pennsylvania, targeted towards youngsters living in the area who looked for freedom and self-expression in their clothing. As the business grew rapidly, the brand changed its name to Urban Outfitters and began to offer private label products. Experiencing overwhelming demand for the private label, a wholesale line was launched which was so popular that it became independent of Urban Outfitters and is the Free People we know and love today, sitting under the Urbn Inc. corporate umbrella with Urban Outfitters and Anthropologie. A rebrand in 2001 allowed Free People to shed its junior image in favour of a mature, contemporary identity focused on femininity, courage and spirit. The new Free People ‘woman’ was born and from then on the brand began to draw, design, sew and buy specifically for her. This is when the brand adopted a higher price point, placing itself towards the upper end of the high street. Fast-forward to 2016 and Free People has amassed over 100 standalone stores in the US and Canada along with 5 wholesale showrooms worldwide. These showrooms have facilitated the brand’s presence in 1,400 specialty stores including Nordstrom and Bloomingdales, providing a globalised reach. Today, Free People is a lifestyle brand. Under its CEO, Meg Hayne, the brand offers its loyal customers a chance to experience a unique way of life through a diverse product range and an omni-channel marketing approach, using digital content, events and a personalised in-store experience.
4
THE STORE Essential to Free People’s strategy, the store offers customers access all areas to the distinctive lifestyle presented online, allowing them to connect more closely with the brand. In one place, customers can browse their favourite products to the sound of a curated Free People playlist, surrounded by handcrafted tapestries and assisted by a cheerful staff member. Housed on upscale streets and shopping centres with a boutique vibe, every Free People store is modified to create personalised environments, unique to each location. Fittings and fixtures are antique or homemade, from the crocheted hangers to the hand-painted murals, and sustainable materials are used where possible. Every store has an upmarket DIY aesthetic and every single detail is considered. Primary research suggests that female millennials would appreciate a UK store. In a recent survey, 55% of those that had heard of Free People stated that they would like to see Free People stores here. The brand believes that their store should be a place for customers to hang out, be inspired and discover themselves, therefore it is imperative that this message comes across in the UK.
BLDG 25 Free People’s very own blog, curated and cared for by a dedicated team of contributors. Spread over 8 categories, the blog delivers content on all manner of topics, inspiring Free People customers to fully immerse themselves in the happy, wholesome and adventurous lifestyle that the brand promotes. Fans of the brand can immerse themselves in posts about the best music festivals, how to create their own natural shampoo and wall hangings, what vegan foods they should be trying, tips for meditation and yoga and inspirational interviews with their favourite females. There is truly something for everybody and content is uploaded daily. This platform is highly valued by the Free People customer, with many followers posting personal confessions, advice, honest opinions and requests for future content in the comments section. Currently, there is a focus on content for the US and Canadian audiences, but UK-specific content could work seamlessly with this.
6
SOCIAL MEDIA Free People currently operates 9 social media accounts which are all updated frequently. Instagram appears to be a successful account globally, with the most direct engagement from fans, and is the only platform with a dedicated UK account which has a growing following. Free People could look at developing a UK voice on more of these channels in the future. Aside from word of mouth recommendation, primary research revealed that most Free People fans discovered the brand on Instagram and from blogger or branded videos on YouTube, therefore video content and digital collaborations with influential individuals are good moves for the brand.
8
TARGET MARKET Free People describes its customer as a 20-something girl who is smart, creative and self-aware. She is free-spirited and loves to push life to its limits with travelling, hanging out and keeping herself busy. Whilst independent, she values quality time with her loved ones. Influenced by music and fashion but taking inspiration from all corners of the earth, she embodies a unique personal style. To stay fit and balanced, she runs and practices yoga. Overall, she is happy and romanticises life. The Free People customer embodies many personas, and the brand tailors its product to suit each one:
LOU
SANDY
MEADOW
CANDY
GINGER
The Tomboy
The Beach Goddess
The Bohemian Beauty
The Pretty Lady
The Rebellious Rocker
Carefree, laid-back, down to earth. Loves exploring and hanging out.
Effortless, serene. Wishes for an endless summer to roam beautiful beaches.
Free spirited, enchanting, a retro dreamer. Loves to wander to new places.
Lighthearted, romantic, cute, ethereal and feminine. A lovely confidant.
Alluring, charming, crazy, wild, magnificent. Thrives at night and loves to party.
Free People’s success with concessions in British specialty retailers suggests that its UK customer leads a similar lifestyle to that of its US customer, therefore only minor tweaks will need to be made to accommodate her in the UK store.
10
COMPETITION The UK has a saturated apparel market. With its price point, levels of quality, branding and aesthetics, Free People would join a number of competitors should it launch a store here.
12
Priced towards the upper end of the high street, known for providing quality products and with stores in similar locations to those of Free People, the brand’s closest competitors initially appear to be The Kooples, Monsoon and Urban Outfitters. However, whilst Free People offers a unique lifestyle package, UK customers could view the brand as aspirational, recreating the looks shown at Free People with similar products from cheaper brands like Pull and Bear and Topshop, who offer similar yet significantly lower quality products. When compared more closely, the brands with the biggest competitive threat to Free People appear to be Urban Outfitters, Topshop, Pull & Bear and Miss Selfridge. Primary research indicates that Topshop and Urban Outfitters are most favoured, but all of these brands have similar aesthetics and customers, attract large online audiences and have experience in the UK.
14
Despite stiff competition, Free People has a number of competitive advantages. None of its competitors, aside from Urban Outfitters, promote a lifestyle to the same degree, which is increasingly sought-after by consumers. Additionally, none of the competitors can match Free People on quality. Free People could therefore succeed in the UK by filling the gap in the market for a quality, bohemian lifestyle brand targeting female millennials.
INSIGHT Aside from an increasing presence in the UK fashion and lifestyle market, the ethos at Free People aligns itself with some of the UK’s most pressing trends. This suggests that the brand would be a good fit for female millennials in the UK and could integrate itself with their values and tastes.
THROWBACK In a fast-paced world where technology is changing the way we live, it’s unsurprising that millennials look to simpler times for comfort. With reminders of ‘the good old days’ from parents and grandparents, this group of young adults want to experience it for themselves. Cue Instagram, film photography, vintage clothing and the resurgence of records in the UK. Free People takes inspiration from 60s and 70s bohemia, to a time of peace, love and psychedelic sounds, which is sure to sit well with a UK crowd obsessed with times gone by.
EXPLORIUM RETAIL With convenient e-commerce putting the pressure on bricks and mortar stores, brands have to react in order to drag customers out of the house and onto the British high street. By creating dynamic stores where customers can learn, join communities and be inspired, brands offer a unique experience, drawing customers into the store time and time again. As a fashion brand with a popular blog that inspires, teaches and joins people together, Free People can adopt this approach to a higher degree than many other UK brands, setting it in good stead with young women in the UK.
18
THE WELLNESS REVOLUTION Ultra-healthy lifestyles are booming amongst millennials, with one in four 16 to 30-year-olds shunning alcohol compared with just 1 in 7 people aged 60 and over, according to QRi (2015). The UK has seen a sharp increase in specialty diets like veganism along with an uptake in exercise, with yoga and running attracting high levels of interest. Free People recently launched a sportswear line with collections based on yoga and running and regularly hosts yoga retreats and posts vegan cooking videos for its customers to enjoy. The Free People lifestyle encourages wellness, health and wholesomeness. This could be used to attract health-focused millenials in the UK who are looking for a community to join.
ECO ARMY A pressing concern for UK millennials is humanity’s impact on the environment. A 2013 survey revealed that 71% of millennials want brands to be more sustainable (Keeble, 2013). Whilst Free People is not 100% eco-friendly, the brand promotes a sustainable lifestyle, offers vegan products and designs its stores with sustainability in mind, which sets it apart from the competition.
FOURTH WAVE FEMINISM Men and women campaign more than ever before due to increasing accessibility to online. Leading UK publisher, Hearst, recently launched a platform dedicated to gender equality and Sport England’s ‘This Girl Can’ campaign drove almost 3 million women into sport (Mitchinson, 2016), suggesting attitudes towards equality are changing. Free People celebrates women and empowers them to push life to its limits by doing what they love. Millennials can identify with this mindset and are likely to reward brands with strong feminist values.
20
SWOT ANALYSIS Free People can use its strong identity and unique offering to overcome views that some individuals held in a primary research survey that the brand’s products are overpriced. To turn the threat of having insignificant UK brand presence into an opportunity, Free People could work with ambassadors to increase brand awareness and authentically promote a niche lifestyle.
22
PESTLE ANALYSIS Issues such as a shift towards e-commerce and a lack of consumer confidence can be combatted by Free People’s personalised in-store offering and relationship building with fans of the brand that could transform into sales and customer loyalty in the long term when levels of disposable income have improved.
OBJECTIVES Boost Free People’s UK presence Launch a UK store that is a hive of inspiration, exploration and community Establish and nurture a Free People UK community online and offline Create a stronger digital identity for Free People UK Connect with key influencers to promote the Free People lifestyle centered around wellness, craft and culture Collaborate with local businesses to benefit from mutual advocacy and provide a complete lifestyle package for customers
26
CONTENT AND PROMOTION The Free People concept is a five-part process utilising experiential store design, digital media, events and relationship building to form a complete package for the brand and complete the brand objectives.
PART 1 - THE STORE An inspirational community hub to build bonds with customers and carve out a stronger identity for Free People in the UK. Located beside Regent Street in the heart of London, the store will serve as both a shopping environment and a multi-purpose events space, taking inspiration from the likes of Urban Outfitters and Rough Trade East. Everything in the store will be locally sourced or commissioned and weekly events in partnership with local wellness, craft and culture businesses will position Free People and its way of life towards their target demographic and their interests. This store concept will not cover day to day running of the store, legal or insurance matters. It serves as an inspirational guide to Free People with recommendations on location, positioning, design, activities and estimated budgets.
Rough Trade East
Urban Outfitters
30
PART 2 - FP AMBASSADORS A four-month ambassador program with three influential women specialising in the lifestyle areas of wellness, craft and culture, respectively. These ambassadors will become an integral part of the Free People community, interacting with the UK customer and using their influence to shine a light on Free People and expand its UK presence. They will create content on key social platforms using a dedicted hashtag and the company blog alongside hosting events in-store. The ambassadors will be #FPAbbie for wellness, #FPFran for craft and #FPLeigh for culture.
32
PART 3 - WE THE FREE FESTIVAL A four day bank holiday weekend festival held in-store that combines wellness, craft and culture events to launch Free People into the UK. Working alongside the FP Ambassadors and local businesses, the festival will establish the Free People store as a place of inspiration, discovery and adventure, opening it up to new people and driving sales.
34
PART 4 - PROMOTIONAL FILM A short fashion film to promote the UK store and the We The Free festival. Upbeat and fun, focusing on adventure and free spirit and projecting the carefree mindset of Free People onto the UK customer. Launching on a website and social media platforms.
36
PART 5 - SUPPORTING PROMOTION General activity to support each part of the concept, including email marketing, press release and relations and a social media competition. All with the intention of informing customers about the store and launch festival, receiving user generated content, nurturing the online community and boosting the brand’s presence in the UK.
LOGISTICS, TIMELINE AND BUDGETING
STORE LOGISTICS, PERSONNEL AND BUDGETING
Further information on the full concept, including personnel, timespan, key dates, suppliers, costs and revenue have been detailed in the following tables.
Logistics
Location: Space: Price: Start date:
Yorkshire House, 6-8 Maddox Street London, W1S 1AZ. 1,625 square feet ground foor, 1,741 square feet basement £248,222 incl. rent and rates 1st August 2016
Commissioned décor: Mural by illustrator Lucille Clerc, woven wall hangings by weaver Hannah Reed Timeline
April May June July August September October November December
Locate UK store and sign lease Commission artisans for store // Book storage unit Source store furniture Source store furniture Fit and furnish UK store // Launch UK store In-store events In-store events In-store events In-store events
Budgeting (Hypothetical if the client were to carry out this concept)
Construction work: Fixtures: Comissions: Signage: Cash desk: IT: Fitting staff: Storage & removals: Contingency: Total cost:
40
London Construction Antique IKEA Lucille Clerc Hannah Reed Glyphics The Barcode Warehouse Argos Handymates The Big Yellow Storage Company
£2,000 £3,000 £3,000 £400 £200 £3,000 £1,000 £350 £600 £273.60 £1,176 £15,000
FP AMBASSADOR LOGISTICS, PERSONNEL AND BUDGETING
FILM LOGISTICS, PERSONNEL AND BUDGETING
Logistics
Logistics
No of ambassadors: Ambassadors: Length of contract: Contract dates: Hours of work per month:
3 Abbie Mellissa, Leigh Travers, Francesca Stone 4 months 15th August - 15th December 30
Timeline
April July August September October November December
Sign contract with each FP Ambassador FP Ambassadors announced Online content and attendance at festival Online content and hosting an event Online content and hosting an event Online content and hosting an event Online content and hosting an event // Contract ends
May June July
Abbie Mellissa at £40 p/h Leigh Travers at £20 p/h Francesca Stone at £60 p/h FP Ambassadors, 12 in total at £150 each
Event ticketing: 12 events at £12 each with around 20 guests
Book models, videographer, MUA and hairstylist License music // Shoot film Launch film
Budgeting
£2,400.00 £4,800.00 £7,200.00 £1,800.00
Income
Total cost:
Outdoor, natural environment Black Honey - Teenager 4 hours 9th June 2016 25th July 2016
Timeline
Budgeting
#FPAbbie: #FPLeigh: #FPFran: In-store events:
Location: Music: Shoot length: Shoot date: Launch date:
£2,880.00 £13,320.00
Music licensing: Videographer: Model (x2): Stylist: MUA/Hair: Props: Total cost:
Duly Noted Paul Bates BMA Models Free People Gabriella Floyd Markets/eBay
£600.00 £520.00 £800.00 £80.00 £150.00 £70.00 £2,200.00
SUPPORTING PROMOTION LOGISTICS, PERSONNEL AND BUDGETING
WE THE FREE FESTIVAL LOGISTICS, PERSONNEL AND BUDGETING
Logistics
Logistics
Actions:
Press coverage, email marketing, social media, flyer design
Location: Shoot date: Shoot length:
Timeline
June July August September
Design and print flyers Distrubute flyers to local businesses // Write and send press release // Launch Facebook event // Email marketing round 1 Email marketing round 2 // Festival social coverage // Instagram competition Email marketing round 3 // Instagram competition winner // Festival social coverage
Timeline
May June
July August
Budgeting
Flyers: Competition: Total cost:
Cheapest Print (x250) Free People
Free People UK Store 26th-29th August 4 days
£23.00 £150.00 £173.00
Book band and guest speaker Book florist, chef, spiritualist, yoga instructor, musician, catering, furniture, projector, sound equipment // Apply for film license Order DIY class materials and table décor // Risk assessments Hold final meetings with vendors // Order food and beverages // Festival is launched
PTO for further details
42
FRIDAY Shop Running Estimated Clothing Revenue Staff
£500.00
Free People
£241.50
Wedding Floristry Class
Ticket Revenue
£700.00
Florist Hire
Sarah Horne
Refreshments
Tesco
Ambassador
Francesca Stone
£450.00 £2.00 £40.00
Amelie Screening
Ticket Revenue
£480.00
Refreshments Revenue
£296.00
Cushions
Capability Events
Projector
AV2 Hire
£50.00
Speaker
AV2 Hire Film Bank Media Brooklyn Brewery, Fentiman's, Coca Cola, Mr. Prempy's, Propercorn Leigh Travers
£30.00
License Refreshments
Ambassador Total Cost Total Profit
£200.00
£99.60 £195.34
£60.00 £1,368.44 £607.86
SATURDAY Shop Running Estimated Clothing Revenue Staff
£800.00
Free People
£291.45
DIY Beauty Class
Ticket Revenue Materials
Refreshments Ambassador
£240.00
Lucemille Packaging, Jam Jar Shop, Firefly, Whole Foods, Classikool, Tesco Francesca Stone
£450.00
£2.00 £40.00
DIY Weaving Class
Ticket Revenue Materials
Refreshments Ambassador
£240.00
Community Recycling, Dahle, Wilko, Woolyhippo Yarns Tesco Francesca Stone
£88.76
£2.00 £40.00
Black Honey Show
Ticket Revenue
£780.00
Refreshments Revenue
£258.00
Band Fog Machine Lighting Refreshments
Ambassador Total Cost Total Profit
Duly Noted London Disco Hire London Disco Hire Brooklyn Brewery, Fentiman's, Coca Cola, Rekorderlig Leigh Travers
£600.00 £20.00 £25.00 £167.46
£40.00 £1,409.03 £908.97
SUNDAY Shop Running Estimated Clothing Revenue Staff
£600.00
Free People
£241.20
Yoga Class
Ticket Revenue Triyoga Instructor
£360.00
Triyoga Tesco
£50.00
Refreshments Ambassador
Abbie Mellissa
£20.00
£2.00
Vegan Cooking Class
Ticket Revenue Chef Hire Materials Refreshments Ambassador
£500.00
Book And Kitchen Bagit Paper Tesco Francesca Stone
£200.00 £6.90 £2.00 £40.00
Supper Club
Ticket Revenue Catering/Beverages Cushions Tables Table Décor Musician Speaker Ambassador
£1,200.00
Book And Kitchen Capability Events Gas And Air Studios Antique/Thrift N/A AV2 Hire Leigh Travers
£500.00 £150.00 £24.00 £30.00 £20.00 £30.00 £60.00
Total Cost
£1,376.10
Total Profit
£1,283.90
MONDAY Shop Running Estimated Clothing Revenue Staff
£600.00
Free People
£140.70
Meditation Class
£200.00
Ticket Revenue Spiritualist Hire
Inner Space
Refreshments
Tesco
Ambassador
Abbie Mellissa
£50.00 £2.00 £20.00
Laura Bates Talk
£400.00
Ticket Revenue Speaker Hire Refreshments
Laura Bates Mr Prempy's, Tesco
£200.00 £62.00
Total Cost
£474.70
Total Profit
£725.30
ALL Extra Photographer
Paul Bates
Tables
Capability Events
£500.00 £50.40
Total Cost
£550.40
TOTAL Total Revenue
£8,154.00
Total Cost
£5,178.37
Total Profit
£2,975.63
WE THE FREE PERSONNEL FRIDAY
SATURDAY
SUNDAY
MONDAY
Opening Hours
Opening Hours
Opening Hours
Opening Hours
12.00-17.30
09.00-17.30
10.00-16.00
10.00-16.00
19.00-22.00
19.30-22.30
18.00-21.00
Shifts
Shifts
Shifts
Shifts
09.30-16.30 11.00-18.00
6 hours
08.30-16.30
8 hours
09.30-16.30
7 hours
18.00-23.00
5 hours
16.30-23.00
6.5 hours
16.30-23.00
6.5 hours
Staff Members
Staff Members
Staff Members
3 store staff per shift*
33 hours
3 store staff per shift*
43.5 hours
3 store staff per shift*
40.5 hours
1 ambassador per event
5 hours
1 ambassador per event
6 hours
1 ambassador per event
6 hours
Sarah Horne florist
2 hours
Black Honey + Crew
3 hours
Triyoga instructor
1 hour
Book and Kitchen chef
2 hours
*One stylist, two assistants
*One stylist, two assistants
Local musician
1 hour
Wages
Wages
*One stylist, two assistants
7 hours
Staff Members
3 store staff per shift*
21 hours
1 ambassador per event
1 hour
Inner Space spritualist
1 hour
Laura Bates
1 hour
*One stylist, two assistants Wages
Store staff
£6.70 ph
Store staff
£6.70 ph
Ambassador
£20.00 ph
Ambassador
£20.00 ph
Wages
Store staff
£6.70 ph
Ambassador
£20.00 ph
Store staff
£6.70 ph
Ambassador
£20.00 ph
MARKETING AGENCY LOGISTICS, PERSONNEL AND BUDGETING
TOTAL BUDGET
Logistics
Total cost:
Actions:
Personnel:
•Store concept design •Full campaign with brand ambassadors •Social media coverage and competition •Short promotional film •Four day in-store festival •Supporting promotion - email marketing/press coverage 1 x Account Manager 1 x Account Executive
Timeline
Apr May Jun Jul
Aug Sep Oct Nov Dec
Store FP Ambassadors Promotional Film Launch Festival Supporting Promotion PEAK PEAK PEAK
Important Dates
April 11th: Lease on the UK store is signed June 9th: Promotional film is shot July 25th: Promotional film goes live July 25th: FP Ambassadors, UK store and We The Free festival announced July 26th: We The Free tickets go on sale August 1st: Free People moves into the UK store August 1st: #WETHEFREE competition is launched August 26th: UK store opens and We The Free festival begins Budgeting
Part 1: Store Part 2: FP Ambassadors Part 3: We The Free Part 4: Film Part 5: Supporting Total cost:
£4,000 £3,000 £9,000 £1,000 £1,200 £18,200
Total revenue:
Excluding store concept hypothetical costs. Including all other activity and agency fees Predicted direct revenue, not including subsequent increase in sales following the launch of the store
£39, 071.37 £11,034
50
HEALTH AND SAFETY Risk assessments have been carried out for the creation of the promotional film as well as the We The Free festival as these are areas that could carry the most significant risk.
52
FILMING RISK ASSESSMENT
Location: Date and length: Activity outline: Parties involved:
Outdoor setting on streets and in countryside 9th June 2016, 4 hours Four hour film shoot with 6 members of staff in an outdoor setting using props 1 x Videographer, 2 x Models, 1 x Hairstylist/MUA, 1x Stylist, 1x Account Manager
Assessor:
Bethany Watson
Hazards Assault by person
Exposed All
Attack by animal
All
Cold/hot environments All
Falling objects
Models
Sharp objects
All
Control Measures Account Manager leads shoot and is responsible for conflict resolution between participants. Other members of the public will be aware of what is going on and will be able to share any grievances calmly. Most shooting will be done in secluded areas. Frst aid kit on hand. Outdoor areas will be selected by a process of elimination. Shoot areas will be determined by the likelihood of animals accessing the space. Phones will be available to call for emergency services if needed and a first aid kit will be on hand. Weather checked before shoot. Staff will receive thermalwear for cold weather and water and suncream for hot weather. Every participant made aware of the props used on the set. Nothing raised above head height. All props are lightweight. Open space so falling objects outside of the team's control is unlikely.
Risk Trivial
Slippery surfaces
All
All staff members will wear flat footwear where possible, and areas will be tested before any rigorous activity is carried out upon them.
Trip hazard
All
Given the outdoor nature of the shoot, Low there is a chance a slip could occur. Flat footwear will be worn where possible and shoot manager will remind all team members to be vigilant. Open spaces will be used where possible.
Fire
All
Fire may be used within the shoot. There Low will be a fire extinguisher on hand in case of emergency and a first aid kit as well as a fully charged mobile phone in the event somebody is burnt.
Lack of food/water
All
The shoot will last just 4 hours and bottles Trivial of water will be on hand for all team members. Team members are advised my shoot manager to bring food if required.
Electric shock
VideographerAll electrical camera or lighting equipment Trivial must be PAT tested before use. A mobile phone will be on hand should emergency services need to be called.
Sudden illness
All
Trivial
Trivial
Trivial
Props selected based on how safe they are Trivial and checked in advance.Team made aware of sharp objects. External objects scrutinised before being incorporated into the shoot.
Low
Two members of the team will be trained Trivial in first aid in case of emergency. A mobile phone will be on hand to contact emergency services.
54
WE THE FREE RISK ASSESSMENT
Location: Date: Activity outline: Parties involved:
Ground and basement level of a 3500 sq ft retail store 25th-29th August 2016 Four day festival with up to 70 people present at a given time 6 x store staff, 3 x ambassadors, <70 members of the public
Assessor:
Bethany Watson
Hazards Crowd control Guests moving in and out of the space
Exposed Guests
Control Measures Ticketed event with all staff aware of capacity. 1+ hours between each event for safe departure and arrival. 3-5 staff members on hand to assist individuals. All staff briefed on fire escape plan. Slips and trips All All staff briefed to be alert to this. Spillage of food Vendors and suppliers briefed to and drink during be aware of this and all briefed on set up and the correct cleaning procedures. reception First aider x 2 on staff. Manual Handling Staff, vendors All staff trained in safe handling Movement of techniques. Vendors to do most of furniture during set the manual handling. All handling up to be carried out in between events. Traffic Control Vendors, Vendors to be given detailed Delivery of goods guests instructions on the correct service and guest entrance and parking to use for entrance/exit the duration of the event. Guests to be informed of no parking, so traffic should be limited.
Heating/ventilation All Hot weather and basement location without windows
Risk Low
Low
Low
Trivial
Trivial Air conditioning to be utilised if necessary, along with portable fans and bottles of chilled water on hand. Double doors on the ground floor to be left open where possible.
Electrical Fault All Utilisation of audiovisual and lighting equipment
All vendors must supply PAT tested goods, all in-house electricals to be PAT tested. Correct fire extinguishers.
Trivial
Noise Levels Utilisation of public sound equipment and large numbers of people
All
Noise to be kept below 96 dB and Low limited to the hours of 9am and 11pm. Area not residential so no impact on residents. Loudest noise after 6pm when surrounding businesses are closed.
Communication Large number of events and alternating staff
Staff
All staff to have a meeting before shift and a handover book to be put in place to keep the team up to date.
Violence Alcohol and crowds could result in violence
All
Store security on hand to deal with Low any violent outbursts - event has the right to eject violent people. Zero tolerance.
Sanitation Availability of toilets and waste disposal
All
Two fully working toilets available Low with separate sinks. Kitchen area with further sinks. Hand sanitiser. Waste emptied after each event.
Trivial
Food Provision All Food/drink provision, DIY food task
Food supplied by vendor with good hygiene, prepared off-site. Stored in fridges or cool, dry places away from guests.
Low
Injuries Guests Sport and craft activites taking place Special Needs Guests Disability or allergy
Each vendor/supplier to have reevant experience and safety training. First aiders on site.
Low
Option to notify Free People of Low allergies or disabilities when booking. Disabled access available to basement. Special requirements can be pre-arranged.
56
REFERENCES BAINBRIDGE, J., 2014. Marketing Magazine: Rebranding Feminism: How Brands Should Change To Ride The Fourth Wave. Available from: http://www.marketingmagazine.co.uk/article/1282898/rebranding-feminism-brands-change-ride-fourthwave [Accessed 02/03/2016] BLDG 25, 2016. BLDG 25. Available from: http://blog.freepeople.com [Accessed 24/02/2016] BROOKE, E., 2014. Fashionista: Urban Outfitters Sales Sink, While Free People Wins Internationally. Available from: http://fashionista.com/2014/11/anthropologie-winning-international [Accessed 02/03/2016] FREE PEOPLE, 2016. Free People. Available from: http://www.freepeople.com/uk/ [Accessed 02/03/2016] FREE PEOPLE INSTAGRAM, 2016. Free People UK. Available from: https://www.instagram.com/freepeopleuk/ HEARST, 2016. Empowering Women. Available from: http://empowering.hearst.co.uk [Accessed 02/03/2016] KEEBLE, J., 2013. The Guardian: Young Consumers Hold The Key To Sustainable Brands. Available from: http://www.theguardian.com/sustainable-business/ [Accessed 02/03/2016] MITCHINSON, E., 2016. Empowering Women: This Girl Can Has Inspired 2.8 Million Women To Exercise. Available from: http://empowering.hearst.co.uk/be-informed/this-girl-can-campaign-first-birthday/ [Accessed 02/03/2016] MUNRO, E., 2016. Political Studies Association: Feminism – A Fourth Wave? Available from: https://www.psa.ac.uk/insight-plus/feminism-fourth-wave [Accessed 02/03/2016] OLIVEIRA, V., 2015. Youthgasm: Millennials Obsession With Vintage Everything. Available from: http://www.youthgasm.com/mindgasm [Accessed 02/03/2016] OPENSHAW, J., SMITH, J., 2015. LSN Global: Micro Trends – Explorium Retail. Available from: https://www.lsnglobal.com/micro-trends/article/18413/explorium-retail [Accessed 02/03/2016] QRI, 2015. QRi: Consumer Trends – Towards A Healthy Lifestyle. Available from: http://www.qriconsulting.com/consumer-trends-towards-a-healthy-lifestyle/ [Accessed 02/03/2016] RUDDICK, G., 2015. The Guardian: Risk Of Insolvency Hangs Over High Street Retailers After Difficult Run Up To Christmas. Available from: http://www.theguardian.com/business/2015/dec/22/risk-of-insolvency-hangs-over-high-street-retailersafter-difficult-run-up-to-christmas [Accessed 03/03/2016] URBN INC, 2015. Annual Review 2015. Available from: http://investor.urbn.com/phoenix.zhtml?c=115825&p=irol-reportsannual [Accessed 24/02/2016] ZARKHOSH, H., 2015. Mavrck: The Rise Of The Human Brand. Available from: http://www.mavrck.co/the-rise-of-the-human-brand/ [Accessed 24/02/2016]
IMAGE REFERENCES Fig. 1 Free People Campaign, May 2015 (http://media4.popsugar-assets.com/files/2015/04/27/765/n/1922398/) Fig. 2 Leaf Print (http://ih0.redbubble.net/image.114767225.2363/flat,1000x1000,075,f.jpg) Fig. 3 Free People, 2015 (https://cassandrajuliet92.files.wordpress.com/2013/11/img_9345.jpg) Fig. 4 Gemma Ward for Free People, 2016 (http://www.gotceleb.com/wp-content/uploads/photos/gemma-ward/) Fig. 5 Free People Cambridge, Massachusetts (http://shellchicd.com/2014/01/28/free-people-cambridge/) Fig. 6 Free People Decor (http://s736.photobucket.com/user/nmcmyler/media/blog/IMG_0883.jpg.html) Fig. 7 Free People Rockefeller (https://cdn3.vox-cdn.com/thumbor/NjbljOIY0ct3x_y7Pi8utOxHEEA=/cdn0.vox-cdn.com/) Fig. 8 Free People Store (http://s1359.photobucket.com/user/sanbriego/media/9f8ee9c4-ed09-437b-b786-) Fig. 9 BLDG25 (http://blog.freepeople.com) Fig. 10 FP Ever After (http://17fdu42etp8l3lqlpj43gnlr.wpengine.netdna-cdn.com/wp-content/) Fig. 11 Pull & Bear (http://www.thefashionisto.com/wp-content/uploads/2014/03/) Fig. 12 Urban Outfitters (http://procapitalist.ru/galleries/10764/2015-festival-style-urban-outfitters02.jpg) Fig. 13 Miss Selfridge (https://c2.staticflickr.com/8/7309/16262753249_0c4a4ec904_b.jpg) Fig. 14 Topshop (http://ruellemagazine.com/wp-content/uploads/2015/12/Topshop-Holiday-2015-Ad-Campaign02.jpg) Fig. 15 Free People BLDG 25 Feature (http://cassandraeldridge.com/featured-free-people-bldg-25-blog/) Fig. 16 FP Movement (http://shophemline.com/wp-content/uploads/2016/01/IMG_0308-2.jpg) Fig. 17 Free People Girls (http://static1.squarespace.com/static/55b91efbe4b08c596118e120/) Fig. 18 Desert Solitude with Free People (http://insearchofsadie.com/wp-content/uploads/2015/11/) Fig. 19 Beaten Path with Free People (http://thecultcollective.com/wp-content/uploads/2014/08/beatenpath18.jpg) Fig. 20 Rough Trade East (http://marieguillaumet.com/wp-content/uploads/2014/02/20140220_rough-trade-london.jpg) Fig. 21 Rough Trade East (https://goosebumpsmag.files.wordpress.com/2012/08/) Fig. 22 Rough Trade East (https://upload.wikimedia.org/wikipedia/commons/f/fc/) Fig. 23 Rough Trade East (http://2.bp.blogspot.com/-lkwFLyPeNfo/VADY8t3NGJI/AAAAAAAABrg/) Fig. 24 Urban Outfitters (http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2014/06/) Fig. 25 Urban Outfitters (https://coupofy.s3-eu-west-1.amazonaws.com/Store/store_content/) Fig. 26 Urban Outfitters (http://blog.urbanoutfitters.com/files/west12.jpeg) Fig. 27 Urban Outfitters (https://wisconsinbites.files.wordpress.com/2014/02/ny-store-counter.jpg) Fig. 28 Abbie Mellissa Wellness (http://abbiemellissa.weebly.com/recipies/simple-buddha-bowl-with-crispy-cauliflower) Fig. 29 Francesca Stone (http://blogtacular.com/wp-content/uploads/2016/01/) Fig. 30 Leigh Travers (http://3.bp.blogspot.com/-2CAGuEkMdcs/Vop24DSqlkI/AAAAAAAADk4/9Ys4K2juFzw/s1600/) Fig. 31 Leigh Travers Culture (http://www.foxandfeatherblog.com/2016/02/) Fig. 32 Abbie Mellissa (https://www.instagram.com/p/BACICmCvU6L/?taken-by=abbiemellissa) Fig. 33 Bohemian Feast (http://robynblasi.com/blog/wp-content/uploads/2015/07/south-farms-styled-shoot-boho-66.jpg) Fig. 34 Yoga (http://wp.nootheme.com/yogi/wp-content/uploads/2015/04/blog_11.jpg) Fig. 35 Black Honey (http://41.media.tumblr.com/3bbcf60f3fcf34cc5114ee776fc8365b/) Fig. 36 DIY (http://cdn.homedit.com/wp-content/uploads/2016/02/DIY-Sequin-XOXO-Letters-Instructions-Part-2.jpg) Fig. 37 Fentiman’s (http://www.merchantco.pl/wp-content/uploads/2016/01/Fentimans_3.jpg) Fig. 38 Mr Prempy’s (http://static1.squarespace.com/static/559c618ae4b0f48212bcc0cb/t/) Fig. 39 Free People Film (https://i.ytimg.com/vi/hVdSO2n-bcU/maxresdefault.jpg) Fig. 40 Taylor Hill with Free People (http://media3.popsugar-assets.com/files/2015/11/02/725/) Fig. 41 DIY Floristry (http://www.mrs-umbels.co.uk/site/assets/files/1267/edwina_liam_wedding-212.jpg) Fig. 42 Black Honey (http://a4.format-assets.com/image/private/s--s2fiMGWA--/c_limit,g_center,h_65535,w_2500/) Fig. 43 Feast (http://www.aucklandweddings.co.nz/image/data/Blog/Boho%20wedding/Brieonie’s%20blogs3.jpg) Fig. 44 Meditation Tent (http://1.bp.blogspot.com/--JXJvLJL-YU/U0lAEqPqMKI/AAAAAAAABg4/zzLMQ-G-q2k/s1600/) Fig. 45 Free People Campaign, 2015 (http://media4.popsugar-assets.com/files/2015/04/27/765/) Fig. 46 Free People Intimates, 2015 (http://www.girlsofto.com/wp-content/uploads/2015/04/)
60
BA (HONS) FASHION COMMUNICATION DE0931 CONCEPT REALISATION AND PROMOTION W13004841 BETHANY MEGAN WATSON