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Executive Summary We at Juicy Couture, have developed a strategic initiative, a pop up shop in the city of LA. Through the use of different marketing & advertising, new products and a temporary location- we are offering current and potential customers in Los Angeles, CA and around the world, the chance to engage all five senses in a pop up shop. This initiative addresses our need to put Juicy Couture back on the map as one of the worlds best brands. Currently there are zero physical stores, and very little engagement on social media platforms or traditional advertisements, and this is a missed opportunity and if not corrected, it could make Juicy Couture a brand of the past and not the future. The Juicy Couture pop up shop focuses on the need to create positive word of mouth in the American market as well as test a physical location that we have determined has the sales potential, and build brand awareness. Our market research supports that this is the right time to engage in this initiative especially considering that there are no more physical stores in the US, and Juicy Couture product is only sold in Kohls & online. We are aware that the things needed for this initiative are expensive, but we anticipate a high sales volume since we are placing this pop up shop in one of the busiest location in California. If successful we see this as a positive driver of our online sales, as well as a starting point to re-open more shops around the world in the future . With the success of this initiative we have the potential to come back strong, and become one of Americas favorite brands. 2
Table of Contents MISSION STATEMENT COMPANY SUMMARY History........................7 Current Ownership & Structure..9 Future Growth Plans....... 10-11 S.W.O.T ...................12-15 Brand Identity Matrix..... 17-25 Competitors/Juicy Couture Pricing 26-30 Current Distribution......... 31 Current Communication/Promotion...32 Direct Marketing Initiatives......33 MARKET ANALYSIS Initiative...................35-37 Pestel.......................40-45 Size of Market..................46 Key Players.....................47 Indirect Competition............48 Target Consumer..............49-59 LOCATION Prizm........................61-84 Area Attractions................85 Area Factors.................86-87 Human Resources.............88-89 POP UP SHOP Store History....................91 Ambiance......................92-93 Floor Plan....................94-95 Merchandise Presentation.....96-101 Fixtures....................102-103 Digital Art.................104-105 Windows.........................106 In-store displays..............107 Store Rendering................108
Safety & Security...........109 PRODUCTS Inspiration.............112-113 Mood....................114-115 Products................116-133 Product Assortment......134-135 LOOK BOOK....................136-139 COMMUNICATION & PROMOTIONAL PLAN.140 KPI..............................164 FINANCIAL PLAN...................166 CONCLUSION.......................172 APPENDIX.........................174 WORKS CITED......................178
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Mission Statement
Juicy Couture embraces the bright and glamorous fun of its Los Angeles heritage by discovering the couture in the everyday, and delivering an element of surprise in all its designs & fashion apparel for women, girls and baby, in all its lines of handbags, shoes, intimates, swim wear, fragrance, accessories,jewelry, sunglasses and small goods.
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COMPANY SUMMARY 6
Started by two friends in 1995. Gela Nash and Pamela Skaist-Levy In 1996 the girls changed the name to Juicy Couture. In 2003 Fifth & Pacific Companies, Inc. (Formerly Liz Claiborne Inc.) acquired the company On October 7, 2013, Fifth & Pacific, Inc. announced that they would sell Juicy Couture to Authentic Brands Group for $195 million In June 2014 the company was reported to be closing all its stores in the United States, with the closure expected by the end of June 2015 In September of 2014 Juicy Couture began being sold in Kohl’s in the United States
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Image Source: Authentic Brand Group
Currently, Juicy Couture is owned by Authentic Brand Group. Which is a brand development and licensing company that builds portfolios for world-renowned brands, and looks to enhance brand equity by partnering with best-in-class licensees.
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Current Ownership Structure MANAGEMENT TEAM
BOARD OF DIRECTORS
James Salter
James Salter
Chairman & Chief Executive Officer
Chairman & Chief Executive Officer
Nick Woodhouse
Kenny Finkelstein
President & Chief Marketing Officer
CEO of Knight’s Bridge Capital Partners
Terri L. DiPaolo
Michael Kirton
Executive Vice President of Operations & General
Vice President at Leonard Green & Partners
Counsel
Jonathan Seiffer
Kevin Clarke
Partner at Leonard Green & Partners
CFO
Usama Cortas Principal at Leonard Green & Partners
Net sales were $461.6 million,a 7.4% decrease compared to 2012
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Future Growth Plans Under its new owner, Authentic Brands Group,
plan (Kaufman). Just as Juicy in Asia is run
Juicy Couture has been laying down major plans
by ImagineX, and in Europe by Folli Follie,
for
existing
the new World of Juicy boutiques will be joint
is
ventures between Authentic Brands Group and a
expansion.
stores
are
Though
closing,
many
of
Juicy
its
Couture
also
opening new ones, including new concept stores dedicated (Milligan). opened
to
childrenswear
These
concept
and
stores
internationally,mostly
in
private partner (Kaufman).
loungewear are the
being Middle
East and Asia.
As part of Authentic Brands Group’s comprehensive strategy
to
expand
the
Juicy
Couture
brand
globally and re-energize the brand in the US, the existing Juicy Couture stores in the US
Jamie Salter, chairman and CEO of Authentic
are being phased out (Milligan). These stores
Brands Group, stated that,“We want to put the
were opened under the previous owner of the
coolness back into the brand and put it where
brand and are no longer representative of the
the cool people shop”(Kaufman).The new Juicy
Juicy Couture brand today and our vision for
will focus more on accessories, handbags and
the brand’s future (Milligan).The company plans
footwear, though it will still sell the signature
to open new concept US stores in new locations
velour tracksuits (Kaufman).
in 2015.
Salter, whose company is backed by private equity giant Leonard Green & Partners, is reproducing and restructuring Juicy’s international business
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“It’s
going
to
be
built
like
a
miniature
department store,” Salter said. “It’ll be like
All plans are consistent with the premium image of Juicy Couture globally.
going into a Gucci store or a Louis Vuitton store” (Kaufman).
New partnerships across a range of categories including fragrance (Elizabeth Arden), watches
The new stores will be in key, high-traffic
(Movado),
locations and will truly encompass the ‘World of
Madden), swimwear (Swimwear Anywhere) and tech
Juicy’--selling only product from their Black
accessories (Contour) - will supplement sales
Label Collection (Milligan). Product offering
from the new standalone sites (Milligan).
eyewear
(Safilo),
footwear
(Steve
will include everything from tech accessories to a new line of Steve Madden-designed shoes
Mid-tier
“Pink
Label”
–- will only be available online and abroad
continue
to
sold
until the new U.S. boutiques begin popping up
(Kaufman).
be
at
Juicy
products
Kohl’s
in
the
will U.S.
in New York, Los Angeles and other urban hubs (Kaufman).The new US stores are part of a broader brand strategy that also includes the growth of the Juicy Couture Black Label collection internationally, as well as prestige fragrance collections in key retail locations (Kaufman).
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S.W.O.T Strengths -Quality -Prints -Longevity -Product Assortment
Opportunities -New Demographic -New Price Points -Marketing Strategies -Create incentives for customer to shop -Market for plus size women’s apparel
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Weaknesses -Pricing is too high for their said target customer -No US Brick & Mortar -Not diverse in apparel -Only known for track suits -Too broad of a product assortment, for a company trying to re-brand -Consumers have forgotten about the brand -Re-branding to a new consumer -Decrease in revenue -Losing Market Share
Threats -The comeback of brick & mortar stores -Slow economic recovery -Strong competition from rival companies -Consumers not seeing Juicy Couture as a company that sells stylish clothing -Price conscious shoppers
Analysis S
Juicy Couture is a brand that has been known for the quality of their products. When a consumer thought of Juicy Couture, it was for a lot of things, and quality was one. Juicy Couture, although with the recent issues, has always been around, so longevity is their strong point. The company also has great prints and a product assortment, very eye catching and of great quality, as well as product assortment ranging from bedding to shoes.
W
As a company Juicy Couture has many weaknesses. Currently their pricing is at a high of $698. As a company that is not popular at all, these prices are an issue. With the past trading of the company, the brand has lost it’s zeal. The average 20ish year old is not likely to purchase products that are at a high of $698. Another weakness is the recent close of all their brick and mortar stores, Juicy Couture currently has zero stores, and is sold online only and in Kohls. That creates an issue because consumers not only have a high price point they have to pay if they want the product, but also, there are no stores here in the U.S for them to see the product, and try it on. Also, when a consumer thinks of Kohls, they think a good price, but not necessarily a good quality product. This creates an issue for Juicy when they want to re-open new stores in the U.S, the consumers might not cling to that idea right away, because they will see Juicy as a brand that
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sells to Khohls. Not only that, but since Juicy has recently changed their products style, the once popular brand for their apparel has gone down. Their product assortment is not only too broad, but also not diverse. They have far too many prints, not enough silhouettes, and does not fit their demographic. Because the consumer is so used to the brand that is known for track suits, re-branding to the consumer with a total change in their look, creates an issue. Juicy Couture did not properly introduce their new brand to their consumer, in the right marketing that is suitable for a 20ish year old. Re-branding is not an issue, the issue lies in the poor research of their demographic choice. If they researched better, they would have found that the average 20ish year old does not have that type of money that they are asking for their products, as well as that type of girl is not wearing prints and/or silhouettes that they have introduced.
O
There are many opportunities that Juicy Couture has for it’s future. There is a new demographic that they are now reaching out to, and that brings lots of potential. Unfortunately they aren’t producing the right product for their demographic. An opportunity can be to rework their products, to fit the 20ish girl they want to reach out to. The demographic that is chosen now is one that might be in college, or just starting a career, and the price points that they have aren’t exactly reasonable ones. This is another opportunity that Juicy Couture can have, reworking their price points to fit their demographic today. Marketing strategies as well as creating new incentives for customers to shop, are another way for Juicy Couture to become stronger as a business.
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There is plenty of opportunity in this area, ways they can strengthen themselves in the fashion industry is trying a different approach to getting the customers attention. For example, having giveaways, or activities online, or even doing an actual pop up shop for consumers to see the product in person versus online.
T
The comeback of brick and mortar stores is a huge threat to Juicy Couture. Many companies such as Amazon are realizing that it is not enough to simply have an online presence. Especially in the retail market where consumers like to touch and try on products. There are many womenswear apparel companies in the market today which is also a great threat to Juicy Couture who is trying to find their place in the market today. With customers having so many companies to choose from when shopping, they are likely to select one of the many companies that offers a similar product at a much lower price point or a company that has popularity and prestige among their peers.
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Brand as a:
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Image Source: Inez Van Lamsweerde and Vinoodh Matadin
PERSON 18
Juicy Couture markets a biker chic look, that includes edgy pieces made with leather, flirty florals, and a cool attitude.
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Image Source: Inez Van Lamsweerde and Vinoodh Matadin
PRODUCT 20
Juicy Couture has a wide assortment of products. Currently they are marketing a complete look to their consumers. A company that used to market solely perfume, or a handbag, is now marketing heavily on apparel. This gives their consumers an idea of how to put together their individual edgy/chic pieces.
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Image Source: Juicy Couture
SYMBOL
22
Juicy Couture has a multiple that they use with their products. But one comes to mind when one thinks about the Juicy Couture brand. The two dogs, and Juicy Couture banner with the crown, (this was the companies first logo).
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Image Source: Inez Van Lamsweerde and Vinoodh Matadin
ORGANIZATION 24
Fashion Forward Cool
Juicy Couture has always marketed themselves as having a LA heritage. They want to appeal to a 20ish year old woman who
Edgy
is totally into social media, is fashion forward, and enjoys
Social media savvy
edgy/cool pieces to take with her wherever she goes.
LA Heritage
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Competitors/ Juicy Pricing:
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Product Assortment:
Product Assortment:
Dresses: $128-$298
Denim: $79.50-$178
Rompers:198-$248
Tops: $24.50-$89.50
Juicy Tees: $43-$68
Sweaters: $59.50-$138
Tops: $108-$168
Dresses: $59.59-$298
Sweaters:$148-$310
Jackets: $89.50-$328
Outerwear: $198-$698
Jumpsuits: $89.50-$150
Bottoms: $98-$178
Pants: $59-$128
Juicy Jeans: $148-$178
Shorts: $69.50-$98
Sleepwear: $52-$92
Skirts: $69-$118
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Product Assortment:
Product Assortment:
Tops: $38-$368
Denim: $89-$129
Sweaters: $128-$1,068
Tops: $20-$125
Dresses: $48-$998
Sweaters: $74-$129
Jackets: $198-$1,798
Dresses: $40-$500
Jumpsuits: $228-$398
Jackets: $80-$400
Pants: $158-$398
Jumpsuits: $89-$169
Skirts: $118-$698
Pants: $40-$200 Skirts: $69-$98
Perceptual Map High Price
Low Accessibility
Juicy Couture
High Accessibility
Low Price 29
Based
on
our
BCBGMAXAZRIA, closest
findings, bebe,
and
competitors.
we
found
Guess We
were
looked
that
accessibility area, with a mid price
our
point, and Guess was placed in a mid
for
to high accessibility, and a mid price
similarities in price, product assortment & demographic. BCBGMAXAZRIA was place in the high price point, with a mid to high accessibility, bebe was placed in a high
30
point.
Current Distribution
In the U.S., Juicy Couture is available
intimates, kidswear and footwear, with
digitally
a focus on opening girls’ and intimates
directly
through
their
website or wholesaled to Kohls. The
free-standing
company decided to sell it’s Spring/
Licensing partners for the global Juicy
Summer 2014 collection through Kohl’s
Couture Black Label Collection include
because the brand is going through a
Elizabeth Arden (fragrance), Steve Madden
transition and a new design direction
(footwear),
and
ordinarily
(eyewear), Contour (tech accessories)
influence consumer acceptance of their
and Swimwear Anywhere (swimwear).ABG is
products, many of which are outside
currently
their
didn’t
com, the global e-commerce and brand
think they would be able to sell their
site to offer consumers around the world
products at prices that would generate
greater
a profit. On the licensing front, The
Black Label Collection.
other
factors
control.
that
Juicy
Couture
shops
Movado
internationally.
(watches),
re-launching
access
to
the
Safilo
JuicyCouture.
Juicy
Couture
Juicy Couture Black Label Collection is being expanded by Authentic Brands Group
(ABG)
with
new
offerings
in
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Current Communication/Promotion Instagram: Followers 390K Facebook:Likers 2.6 Mil Twitter: Followers 153K Juicy Couture has a social media presence but many customers are not aware of this.
The
The
#givemewhatiwant .This hashtag is a way
company’s
activity
on
these
social
company
has
adopted
the
hashtag
platforms is relatively consistent. Juicy
to
Couture
both
way dialogue.In the past, Juicy Couture
Facebook and Instagram. On Twitter, the
held a contest asking customers to post
company consistently posts every two hours.
pictures of their holiday wish list & tag @
posts
every
other
day
on
engage
with
the
consumer
in
a
two
juicycouture and hashtag #givemewhatiwant. Current Advertising:
The winner won a trip to California and a
Juicy Couture is currently utilizing YouTube
$1,000 shopping spree at Juicy Couture.
videos to engage with their customer. While watching the video, the consumer has the
During
ability to click on the link highlighted
campaign, Juicy Couture utilized Snapchat
over the products, this link will then
to give their fans a behind-the-scenes
take them to the Juicy Couture website to
look at the new collection, which received
purchase that particular product. Juicy
a great deal of attention from the younger
Couture advertisements have been featured
social media savvy customer.
in
ELLE
Bazaar, Nylon.
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magazine, Instyle,
Teen
Vogue,
Vogue, Marie
their
Spring
2014
advertising
Harpers Claire
&
*Current spend figures for communication and promotional activities could not be disclosed.
Image Source: Thanks Mr. Postman Blog
Direct Marketing Initiatives
Currently, Juicy Couture has an option for consumers to sign up for their free Couturist email. Through this, they send the consumer exclusive coupons, email alerts when there is new product & any new marketing for Juicy Couture. Juicy Couture also has their samples featured in Birch Boxes, and have a live chat option for their consumer to contact a representative with any questions or concerns. Due to the fact that Juicy Couture is only sold online and in Kohls, there are no recent findings of them having a sales incentive for their employees.
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MARKET ANALYSIS 34
Initiative [Re-embedding Juicy Couture in their LA heritage]
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Image Source: LA City
Our initiative will be in Los Angeles, CA (90028), during the month(s) February-March. We chose this location, to keep Juicy Couture in their LA heritage that it was founded on.
LA is the most populous city in the U.S. state of California and the second most populous in the United States, after New York City, with a population
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at the 2010 United States Census of 3,792,621.
90028 For
our
initiative,
we
plan
to
open
a
pop
up
shop
February
1,2015-March 31,2015,in the 90028 zip code in Los Angeles, California. Los Angeles is where Juicy Couture got its start as a company,therefore, we think that it is appropriate to make this the starting point for rebranding Juicy Couture. Our shop will be right on the Hollywood Blvd strip, that is known for it’s high foot traffic(80,000-95,000 DAILY) 365 days a year. It will be open during the time of the Oscars.
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38 Image Source: Dolby Theatre
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Pestel Analysis POLITICAL:
Due to the
The United States is a Federal Constitutional
government,it
Republic,
leader,
this particular initiative, that not only
Barack Obama holding the presidency since
do we need to be aware of federal policies,
2009. According to the World Bank, the US
but also state and local policies too. Los
has a strong democratic setup that makes
Angeles has a fifteen-member city council
the United States a positive market to do in
headed
business. Elections are considered to be fair
in-depth research we have pinpointed Los
and transparent, with active participation
Angeles,CA as an excellent location for a
from citizens in every state. However, the
pop up shop during the month(s) February-
involvement of business interest groups in
April. Mayor Eric Garcetti unveiled plans
the election process, through the provision
for the anticipated spending budget for
of soft funds, occasionally makes the system
2013/2014,
of policy making biased. The United States
million annually to grow tourism in LA. The
has a rating of 83.99% of ease of doing
plan also addresses improvements in putting
business with it being ranked number 4 out
the budget towards more marketing in the
of 189 economies.
Hollywood Blvd. area. (tourism improvement
with
Democratic
Party
by
district).
40
nature is
Mayor
which
of
the
important
Eric
now
United to
note
Garcetti.
stands
States
at
for
Through
$17.7
ECONOMIC: The
US has one of the most developed
economies
in
the
world
with
finance,
insurance, real estate, rental, leasing, health
care,
professional,
social
business
and
assistance, educational
services account[ing] for more than 40 percent of the GDP. Retail and wholesale trade creates another 12 percent of the wealth (Trading Economics). The government related services fuel 13 percent of GDP. Utilities, transportation and warehousing
percent(Trading Economics). The US economy is currently under recovery but while the markets appear to be fairing well, the average American is not, which is
apparent
through
high
unemployment
rates and strong household debt (Trading Economics). With this in mind, the United States its
has
growth
the
potential
considering
to
that
increase “consumer
confidence is bouncing back, climbing above the level it held before the government shutdown and winter weather took a toll”
and information account for 10 percent
(Payne). In particular the United States
of the GDP. Manufacturing, mining, and
is expected to have accelerated retail
construction constitute 17 percent of the
sales growth because there is “an expected
output. Agriculture accounts for only 1.5
4% jump in personal income” (Payne). With
percent of the GDP” (Trading Economics).
more money to spend, there is high potential
On average the GDP annual growth rate is
for consumers to continue there spending
about
and have more confidence to purchase some
3.21
percent,
however
this
past
year the United States only saw a growth of
2.30
percent
(Trading
of Juicy Couture’s new product line.
Economics).
Analysts from Kiplinger expect the GDP growth rate for 2014 to only reach 2.40
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Minimum wage is $9 in Los Angeles. It is expected to increase to $10 in 2016 (Minimum
SOCIAL:
Wage Orders). The unemployment rate is
In 2013 the population of the United States
9.6%. This could effect out initiative
was estimated to be 316.7 million. In a
because if people are not working, they
PowerhouseCoopers LLP survey, 15% of survey
wont be willing to spend. Though it may not
respondents say that over the last year,
effect us, seeing as though our location
they have shopped with only one retailer
is a tourist destination, where most of
through any channel. That’s up from 8% in
the revenue comes from tourism. In 2012,
2012. A further 43% report shopping with
Los Angeles tourism broke the record with
between two and five retailers over the
41.4 million visitors, spending on the
past year, up from 35% in 2012. 27% of
tourism industry was $16.5 billion.
respondents say they shop with six to 10 retailers, down from 35% the year before. 14% shop with 11 to 20, down from 21% in the previous year, while 1% shop with 21 or more, the same as in 2012 (Reuter). Also,extended federal rights were granted for same sex couples after the supreme court verdicts (Washington Post).
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Los Angeles has a population of 30,818
TECHNOLOGICAL:
population
The United States has a strong awareness
identifies themselves as gay,lesbian,bi-
of technological advances and is making
sexual or transgender. This third of the
many successful endeavors into research
population has a higher disposable income
and development of various technologies.
when compared to any other segment of the
President Barack Obama has stated that
Los Angeles population. West Hollywood
“whether
plans to expand that reach and they have
harnessing clean energy, protecting our
realized that gay and lesbian tourists
security
are more likely to spend more on travel
economy, our future depends on reaffirming
and
America’s roles as the world’s engine of
people.
A
third
leisure
counterparts.
than
of
this
their
heterosexual
its
or
scientific
improving
our
succeeding
discovery
in
and
innovation (Executive
health
the
or
global
technological
Office
of the
President). The United States has also made many moves to increasing its mobile and online commerce channels.
43
Los Angeles is known for being on the cusp
LEGAL:
of technological advances because Apple
The key to doing business in the United
is located in California. The 2015 budget
States is to understand the business climate
proposed $680 million for the national
and the laws of the business environment.
institute of standards and technology for
Worker and employee laws have been given
the United States.
by the US Congress over the years giving specific protection and addressing rights
ENVIRONMENTAL:
of the employees. Other protections can
Recently several designers such as Levis, and
also be added by agencies and individual
Mark & Spencer, have started an initiative
states and local governments, which can
that helps save the earth. It is done by
extend beyond what is given by the federal
stopping the use of trees for fabrics such
government. Protections that we should be
as rayon, viscose, modal, and lyocell, and
aware of include: minimum wage and maximum
replacing it with alternative materials.
hour
Recently there have been several endangered
and safety requirements, and notice of
forests, and without forests, the air quality
termination protection. As a US resident
would be poor (Earth Day).
corporation we are taxed by the United
rules,
nondiscrimination,
health
States on our worldwide income,including capital gains. Net taxable income is subject to a graduated rate structure ranging from 15 percent to 35 percent. US corporations
44
are required to file income tax returns
for each tax year. There are many things
What we must understand regarding conducting
to understand with US taxation especially
business in the United States is that most
considering that there are numerous taxing
companies establish their business within a
jurisdictions in the United States and the
state, and as a result, must first comply
various
subdivisions,including
with the state regulations for establishing
states, counties, cities, towns and villages.
a business, along with the reporting rules
For tax purposes, we should also be aware
and
that no matter if “a company is on a cash or
accounting records. Since we are setting up
accrual basis for tax purposes, payments for
our location in California we must be aware
business operations are expensed in the year
of any business practices within that state
they are paid. Some classes of expenses can
as well as on a federal level.
political
requirements
for
maintaining
proper
be “capitalized,” meaning their impact will be spread over several periods” (Accounting Web). These expenses typically are for the development of company assets such as new buildings, computer software, furniture and equipment.
45
Size of Retail Market Number of apparel retail establishments in Los Angeles: 5,273 Number of women’s apparel establishments in Los Angeles:1,322 Apparel retail sales in Los Angeles: $178.1 million Women’s apparel retail sales in Los Angeles: $41.3 million
46
Image Source: Steven B.
Image Source: Fashion Lollipop Blog
Image Source: Getty Images
Key Players Online retailer Nasty Gal is a
BCBGMAXAZRIAGROUP is taking the Chairman and Founder Manny Mashouf
fashion company based out of
world by storm. With critically opened the first bebe boutique in
Los
acclaimed
Angeles,
fast-growing
California. e-commerce
The site
elite
collections,
following
and
a a
loyal 1976 in San Francisco. Recognizing strong a demographic that was neither
for vintage-inspired fashion,
worldwide presence, this fashion junior nor bridge, Manny created
is gearing up for its first
powerhouse has evolved into one the
brick-and-mortar
of
Los
Angeles
store.
startup
aims
The to
the
hottest
names
in
first
contemporary
fashion
the brand. Over 35 years later, bebe
fashion industry today. Founded has established itself as one of
open its first retail store in
in
its hometown by the end of 2014
the lifetime vision of one man: (bebe).
(Nasty Gal).
Founder, Designer, Chairman and
1989,
BCBGMAXAZRIAGROUP
is the world’s top fashion retailers
Chief Executive Officer Max Azria. After years of success designing women’s
wear
in
Paris
and
Los
Angeles, Azria decided to pursue his dream of launching a design house that spoke to the modern woman, and BCBGMAXAZRIA was born (BCBGMAXAZRIA).
47
Indirect Competition Los Angeles is a tourist destination
-Keith Sweat
which means there are many activities
Nokia Theatre Live - L.A.
for locals and visitors to participate
February 14, 2015 Saturday Time: TBA
in. We will focus on the events and
-Ariana Grande
activities that will occur concurrently
The Forum Inglewood, CA
with our pop up shop dates.
April 8, 2015 Wednesday 7:30 pm
Sporting Events: -Denver Nuggets vs. LA Lakers
Festivals:
Tuesday, February 10 @ 7:30PM
-L.A. BACHATA FESTIVAL
-Brooklyn Nets vs. LA Lakers
February 12th-15th, 2015
Friday, February 20 @ 7:30PM
At the Westin Hotel by LAX
-Oklahoma City Thunder vs. LA Lakers
-Festival of Books
Sunday, March 1 @12:30PM
Saturday, April 18, 2015|10AM–6PM
Concerts:
Sunday, April 19, 2015|10AM – 5PM
-Enrique Iglesias & Pitbull Staples Center Los Angeles, CA February 13, 2015 Friday Time: TBA
48
Target Consumers:
49
Image Source: Fashion 365 blog
Mona Britten * Age:28 * Income: $52,000-$56,000 * Job: Entrepreneur * Status: Single * Location: Miami, FL * Education: College Graduate * Car: Mazda 3 * Music: Country/Pop * Magazine: VOGUE Italia *Fav Tech: Iphone 6 * Loves versatile pieces, with bold colors, and prints
50
Hobbies: the
Mona
beach,
enjoys and
girlfriends
walking
getting
her
Froyo
dog
with
on her
on the weekends. She is all
about her business, but values her family just as much. Every year Mona & her girls plan a trip to Los Angeles, LA to attend the Oscars. (VALS TYPE) Innovator: Image
is
important
to
Innovators, not as evidence of status or power but as an expression of their taste, independence, are
among
and
the
personality.
established
and
Innovators emerging
leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
51
Image Source: Pernilla Lofberg
Ava Jones * Age:30 * Income: $60,000-$71,000 * Job: Public Relations * Status: It’s complicated * Location: Manhattan, NY * Education: College Graduate * Car: N/A * Music: Indie * Magazine: i-D *Fav Tech: Blackberry * Loves versatile pieces, with bold colors, and prints
52
Hobbies: Ava is very passionate about her career. Although she works a lot, she really enjoys catching a local show featuring new Indie artists. She makes it a priority to see her grandma in LA every year, and enjoys being around such wisdom. (VALS TYPE) Experiencer: Experiencers consumers proportion
and of
entertainment,
spend their and
a
are
avid
comparatively
high
income
on
socializing.
fashion, Their
purchases reflect the emphasis that they place on looking good and having “cool� stuff.
53
Image Source: 2piezas Blog
Brittany Smith * Age:26 * Income: $44,000-$56,000 * Job: Accountant * Status: In a relationship * Location: Los Angeles, CA * Education: College Graduate * Car: Audi S4 * Music: R&B, classical * Magazine: ELLE *Fav Tech: Nike Fit band * Loves versatile pieces, with bold colors, and prints
54
Hobbies: Brittany enjoys pampering herself at the spa or shopping with girlfriends and catching a new release with her boyfriend at the movies. She parties occasionally and loves to have fun. To Brittany, image is everything and she is always looking for innovative fashion trends. (VALS TYPE) Innovator: Image
is
important
to
Innovators, not as evidence of status or power but as an expression of their taste, independence, are
among
and
the
personality.
established
and
Innovators emerging
leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
55
Taylor Howard * Age:28 * Income: $31,000-58,000 * Job: Insurance Claim Specialist * Status: Married with two kids * Location: Los Angeles, CA * Education: College Graduate * Car: Nissan Juke * Music: Country, Pop * Magazine: Vogue * Fav Tech: Apple Iphone * Loves versatile pieces, with bold colors, and prints
56 Image Source: Haute and Rebellious Blog
Hobbies: Taylor is a woman who values health and fitness. In her free time, she enjoys working out and doing yoga at a nearby park. She loves visiting art museums and attending business events with her husband. She also enjoys mommy weekends where she is able to shop with her sorority sisters from college. (VALS TYPE) Strivers: Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.
57
Image Source: lipstick catwalk blog
Thao Ming * Age: 24 * Income: $29,000-$41,000 * Job: Flight Attendant * Status: Single * Location: Los Angeles * Education: College Graduate * Car: Toyota Yaris * Music: Punk, pop * Magazine: Cosmo * Fav Tech: Tablet * Loves versatile pieces, with bold colors, and prints
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Hobbies: Thao is free-spirited and enjoys traveling. When she isn’t traveling the world as a flight attendant, she enjoys hiking and hanging out at a local hookah bar. She enjoys purchasing the latest technology and lives for social media. As for her style, anything goes and she loves prints. Selfies and FaceTime are her bestfriends. (VALS TYPE) Experiencer: Experiencers consumers proportion
and of
entertainment,
spend their and
a
are
avid
comparatively
high
income
on
socializing.
fashion, Their
purchases reflect the emphasis that they place on looking good and having “cool� stuff.
59
LOCATION 60
Since our location is in a tourist spot (Hollywood Blvd.), we will not only have the locals shop at our pop up shop, but also we will have people from all over the world. The Oscars brings in people not only from the United States, but from international places as well. We pinpointed where our main consumer will come from in the United States, and gave lifestyle & behavior traits of each one.
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Los Angeles,CA (90028) Prizm
90028 has a population of 30,818, with a median age 36.1, and customer spending of $593 Million a year.
A large portion of the population in 90028 lives in a one person per home, and a large portion of the population have no children.
62 Image Sources: Prizm
The main population in this location is age 21-34, which is perfect because Juicy Couture’s target consumer is the 20ish female.
The majority of the population has a income of $25k.
63 Image Sources: Prizm
Most common segments for 90028 65 Big City Blues Lower Mid Middle Age Family Mix With a population that’s more than 40 percent Latino, Big City Blues has one of the highest concentration of Hispanic-Americans in the nation. But it’s also the multi-ethnic address for low-income Asian and African-American households occupying older inner-city apartments. Concentrated in a handful of major metros, these middle-aged singles and single-parent families face enormous challenges: low incomes, uncertain jobs, and modest educations (PRIZM).
*2014 Statistics US Households: 1,393,221 (1.16%) Median HH Income: $33,649
Lifestyle & Media Traits Shop at Duane Reade Go to soccer games Read Star Watch Univision Kia car Demographics Traits Urbanicity: Urban Income: Lower Mid Income Producing Assets: Low Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: WC, Service, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
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Most common segments for 90028 16 Bohemian Mix Upper Mid Middle Age Family Mix A collection of mobile urbanites, Bohemian Mix represents the nationâ&#x20AC;&#x2122;s most liberal lifestyles. Its residents are an ethnically diverse, progressive mix of young singles, couples, and families ranging from students to professionals. In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew (PRIZM).
*2014 Statistics US Households: 2,247,236 (1.87%) Median HH Income: $56,676 Lifestyle & Media Traits Shop at The Gap Watch foreign movies Read GQ Watch Boxeo Telemundo Audi S4 Demographics Traits Urbanicity: Urban Income: Upper Mid Income Producing Assets: Above Avg Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: Professional Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
65
Most common segments for 90028 66 Low-Rise Living Lower Mid Middle Age Mostly w/ Kids The most economically challenged urban segment, Low-Rise Living is known as a transient world for middle-aged, ethnically diverse singles and single parents. Typically, the commercial base of Mom-and-Pop stores is struggling and in need of a renaissance (PRIZM).
*2014 Statistics US Households: 1,772,169 (1.47%) Median HH Income: $27,536 Lifestyle & Media Traits Rarely shop online Buy music from music store Read Latina Watch boxing Minivan Demographics Traits Urbanicity: Urban Income: Lower Mid Income Producing Assets: Low Age Ranges: <55 Presence of Kids: Mostly w/ Kids Homeownership: Renters Employment Levels: WC, Service, Mix Education Levels: Some High School Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
66
31 Urban Achievers
Most common segments for 90028
Lower Mid Younger Mostly w/o Kids Concentrated in the nationâ&#x20AC;&#x2122;s port cities, Urban Achievers is often the first stop for up-and-coming immigrants from Asia, South America, and Europe. These young singles, couples, and families are typically college-educated and ethnically diverse: about a third are foreign-born, and even more speak a language other than English (PRIZM).
*2014 Statistics US Households: 1,889,236 (1.57%) Median HH Income: $37,332 Lifestyle & Media Traits Shop at FedEx Office Read comic books Read New Yorker Watch soccer Toyota Yaris Demographics Traits Urbanicity: Urban Income: Lower Mid Income Producing Assets: Low Age Ranges: <35 Presence of Kids: Mostly w/o Kids Homeownership: Renters Employment Levels: White Collar, Mix Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
67
Most common segments for 90028 59 Urban Elders Downscale Older Mostly w/o Kids For Urban Elders--a segment located in the downtown neighborhoods of such metros as New York, Chicago, Las Vegas, and Miami--life is often an economic struggle. These communities have high concentrations of Hispanics and African-Americans and tend to be downscale, with singles living in older apartment rentals (PRIZM).
*2014 Statistics US Households: 1,666,173 (1.39%) Median HH Income: $27,656 Lifestyle & Media Traits Shop at RiteAid Buy collectibles by phone Read Jet Watch daytime soaps Unlikely to buy new cars Demographics Traits Urbanicity: Urban Income: Downscale Income Producing Assets: Below Avg Age Ranges: 55+ Presence of Kids: Mostly w/o Kids Homeownership: Renters Employment Levels: Mostly Retired Education Levels: Some High School Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
68
69
Manhattan, NY (10019) Prizm
10019 has a population of 43,233, with a median age 38.9, and customer spending of $1,516 Million a year.
A large portion of the population 10019 lives in a one and two person home, and a large portion of the population have no children.
70 Image Sources: Prizm
The main population in this location is age 21-34, which is perfect because Juicy Coutureâ&#x20AC;&#x2122;s target consumer is the 20ish female.
The majority of the population has a income of $150k.
71 Image Sources: Prizm
Most common segments for 10019 16 Bohemian Mix Upper Mid Middle Age Family Mix A collection of mobile urbanites, Bohemian Mix represents the nationâ&#x20AC;&#x2122;s most liberal lifestyles. Its residents are an ethnically diverse, progressive mix of young singles, couples, and families ranging from students to professionals. In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew.
*2014 Statistics US Households: 2,247,236 (1.87%) Median HH Income: $56,676 Lifestyle & Media Traits Shop at The Gap Watch foreign movies Read GQ Watch Boxeo Telemundo Audi S4 Demographics Traits Urbanicity: Urban Income: Upper Mid Income Producing Assets: Above Avg Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: Professional Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
72
Most common segments for 10019 07 Money and Brains Wealthy Older Family Mix The residents of Money & Brains seem to have it all: high incomes, advanced degrees, and sophisticated tastes to match their credentials. Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots.
*2014 Statistics US Households: 2,541,005 (2.11%) Median HH Income: $88,837 Lifestyle & Media Traits Shop at Banana Republic Travel for business Read New York Times Watch tennis Mercedes E Class Demographics Traits Urbanicity: Urban Income: Wealthy Income Producing Assets: Elite Age Ranges: 45-64 Presence of Kids: Family Mix Homeownership: Mostly Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
73
Most common segments for 10019 31 Urban Achievers Lower Mid Younger Mostly w/o Kids Concentrated in the nationâ&#x20AC;&#x2122;s port cities, Urban Achievers is often the first stop for up-and-coming immigrants from Asia, South America, and Europe. These young singles, couples, and families are typically college-educated and ethnically diverse: about a third are foreign-born, and even more speak a language other than English.
*2014 Statistics US Households: 1,889,236 (1.57%) Median HH Income: $37,332 Lifestyle & Media Traits Shop at FedEx Office Read comic books Read New Yorker Watch soccer Toyota Yaris Demographics Traits Urbanicity: Urban Income: Lower Mid Income Producing Assets: Low Age Ranges: <35 Presence of Kids: Mostly w/o Kids Homeownership: Renters Employment Levels: White Collar, Mix Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
74
Most common segments for 10019 59 Urban Elders Downscale Older Mostly w/o Kids For Urban Elders--a segment located in the downtown neighborhoods of such metros as New York, Chicago, Las Vegas, and Miami--life is often an economic struggle. These communities have high concentrations of Hispanics and African-Americans and tend to be downscale, with singles living in older apartment rentals.
*2014 Statistics US Households: 1,666,173 (1.39%) Median HH Income: $27,656 Lifestyle & Media Traits Shop at RiteAid Buy collectibles by phone Read Jet Watch daytime soaps Unlikely to buy new cars Demographics Traits Urbanicity: Urban Income: Downscale Income Producing Assets: Below Avg Age Ranges: 55+ Presence of Kids: Mostly w/o Kids Homeownership: Renters Employment Levels: Mostly Retired Education Levels: Some High School Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
75
Most common segments for 10019 04 Young Digerati Wealthy Younger Family Mix Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew.
*2014 Statistics US Households: 1,542,616 (1.28%) Median HH Income: $91,183 Lifestyle & Media Traits Shop at Bloomingdaleâ&#x20AC;&#x2122;s Travel to Asia Read Dwell Watch Independent Film Channel Audi A3 Demographics Traits Urbanicity: Urban Income: Wealthy Income Producing Assets: Elite Age Ranges: 25-44 Presence of Kids: Family Mix Homeownership: Mix, Renters Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian, Hispanic, Mix
Image Source: Prizm
76
77
Miami, FL (33166) Prizm
33166 has a population of 43,233, with a median age 38.9, and customer spending of $1,516 Million a year.
A large portion of the population 10019 lives in a one and two person home, and a large portion of the population have no children.
78
Image Sources: Prizm
The main population in this location is age 21-34, which is perfect because Juicy Coutureâ&#x20AC;&#x2122;s target consumer is the 20ish female.
The majority of the population has a income of $25k.
79 Image Sources: Prizm
Most common segments for 33166 36 Blue-Chip Blues Midscale Younger w/ Kids Blue-Chip Blues is known as a comfortable lifestyle for ethnically-diverse, young, sprawling families with well-paying blue-collar and service jobs. The segmentâ&#x20AC;&#x2122;s aging neighborhoods feature compact, modestly priced homes surrounded by commercial centers that cater to child-filled households.
*2014 Statistics US Households: 1,422,780 (1.18%) Median HH Income: $51,324 Lifestyle & Media Traits Shop at The Disney Store Buy Spanish/Latin music Read Family Fun Watch Animal Planet Volkswagen Routan Demographics Traits Urbanicity: Suburban Income: Midscale Income Producing Assets: Below Avg Age Ranges: 25-44 Presence of Kids: HH w/ Kids Homeownership: Mix, Owners Employment Levels: WC, Service, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
80
Most common segments for 33166 44 New Begginnings Downscale Middle Age Family Mix Filled with young, single adults, New Beginnings is a magnet for adults in transition. Many of its residents are twentysomething singles and couples just starting out on their career paths--or starting over after recent divorces or company transfers. Ethnically diverse--with nearly half its residents Hispanic, Asian, or African-American--New Beginnings households tend to have the modest living standards typical of transient apartment dwellers.
*2014 Statistics US Households: 1,686,059 (1.40%) Median HH Income: $32,318 Lifestyle & Media Traits Order from Victoriaâ&#x20AC;&#x2122;s Secret Buy gospel music Read Essence Watch Telemundo Mitsubishi Lancer Demographics Traits Urbanicity: Suburban Income: Downscale Income Producing Assets: Low Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: WC, Service, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
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Most common segments for 33166 46 Old Glories Downscale Mature w/o Kids The residents of Old Glories are the nation’s downscale suburban retirees, Americans aging in place in older apartment complexes. Households in this racially-diverse segment often contain widows and widowers living on fixed incomes who tend to lead home-centered lifestyles. They’re among the nation’s most ardent television fans, watching game shows, soaps, talk shows, and news magazines at high rates.
*2014 Statistics US Households: 1,096,869 (0.91%) Median HH Income: $31,989 Lifestyle & Media Traits Shop at Kmart Own treadmill Read Saturday Evening Post Watch Crimetime Saturday Ford Econoline Demographics Traits Urbanicity: Suburban Income: Downscale Income Producing Assets: Low Age Ranges: 65+ Presence of Kids: HH w/o Kids Homeownership: Mix, Renters Employment Levels: Mostly Retired Education Levels: High School Grad Ethnic Diversity: White, Black, Mix
Image Source: Prizm
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Most common segments for 33166 52 Suburban Pioneer Downscale Middle Age Family Mix Suburban Pioneers represents one of the nationâ&#x20AC;&#x2122;s eclectic lifestyles, a mix of singles, recent divorcees, and single parents who have moved into older, inner-ring suburbs. They live in aging homes and garden-style apartment buildings, where the jobs are scarce and the money is tight. But what unites these residents--a diverse mix of Whites, Asians, Hispanics, and African-Americans--is a working-class sensibility and an appreciation for their off-the-beaten-track neighborhoods.
*2014 Statistics US Households: 1,168,660 (0.97%) Median HH Income: $35,292 Lifestyle & Media Traits Shop at Lane Bryant Buy action figures Read Fit Pregnancy Watch Ellen DeGeneres Show Dodge Nitro Demographics Traits Urbanicity: Suburban Income: Downscale Income Producing Assets: Below Avg Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Homeowners Employment Levels: White Collar, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
83
Most common segments for 33166 22 Young Influentials Midscale Middle Age w/o Kids Once known as the home of the nationâ&#x20AC;&#x2122;s yuppies, Young Influentials reflects the fading glow of acquisitive yuppiedom. Today, the segment is a common address for middle-class singles and couples who are more preoccupied with balancing work and leisure pursuits and who live in apartment complexes surrounded by ball fields, health clubs, and casual-dining restaurants.
*2014 Statistics US Households: 1,660,557 (1.38%) Median HH Income: $49,942 Lifestyle & Media Traits Shop at Best Buy Play racquetball Read Details Watch American Dad Mazda 3 Demographics Traits Urbanicity: Suburban Income: Midscale Income Producing Assets: Below Avg Age Ranges: <55 Presence of Kids: HH w/o Kids Homeownership: Renters Employment Levels: WC, Service, Mix Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Image Source: Prizm
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Area Attractions American Cinematheque Barnsdall Art Park Bob Hope Square (Hollywood and Vine) Broadway Hollywood Building Capitol Records Tower Chinese Theatre Dolby Theatre Grauman’s Egyptian Theatre El Capitan Theatre
Image Source: Alex Around the World Blog
Fonda Theatre Frederick’s of Hollywood
Hollywood Sign Hollywood and Highland Hollywood Pacific Theatre Hollywood Roosevelt Hotel Hollywood Walk of Fame Hollywood Wax Museum Hollywood Masonic Temple Madame Tussauds Hollywood Musso & Frank Grill Pantages Theatre
Image Source: Alex Around the World Blog
Ripley’s Believe It Or Not! Vista Theatre
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Image Source: Google Maps
Parking
86
Area Factors
Although Hollywood is a rather small district within the bigger city limits of Los Angeles, there are many parking lots and garages scattered on either side of Hollywood Blvd. There is an average of 820 parking spaces per lot which provides enough parking for everyone, prices range from $5-$20 per day (Weho).
Transportation Los Angeles, CA (90028), known as Hollywood
approximately 5 hours 30 minutes—begins
Blvd. has plenty of transportation vehicles
in West Hollywood, going through Beverly
to take you to and from Hollywood Blvd.
Hills,
Some forms of transportation include:
transportation system.
Monica,
Venice,
is to take a Starline Tours ”Hop On Hop Off” bus. The company runs six different
2) The PickUp line- The PickUp Line, which is intended to prevent drunk driving and support West Hollywood nightlife.
routes which serve the most notable parts of the Los Angeles area, including West Hollywood,
Metro Bus and Rail Lines (15 routes)
Hollywood,
North
Hollywood,
Beverly Hills, Santa Monica, downtown Los
A single ride on a Metro bus or train costs $1.50. Transfers from the Metro to local municipal lines cost $.35. To save money purchase a TAP Card for day or week passes. City Tours Tours-
Santa
2) Bus Tours- Another transportation option
1) The City Line-West Hollywood’s main public
Bike
Air,
Marina Del Rey, and Culver City.
Local Bus Routes
1)
Bel
Angeles, Venice and Marina Del Rey. 3)Taxisefficient,
Cabs
in
West
dependable,
Hollywood and
are
inexpensive
(the city, after all, is only 1.9 miles long), but you have to call for a ride.
rent
a
bike
or
take
a
sightseeing tour with Bikes and Hikes. Their “LA in a Day” Tour—a 32 mile journey lasting
4) Ridesharing- Ridesharing apps such as Uber and Lyft arrange low-cost rides with members of the community (Weho).
87
Image Source: Entrepreneur blog
HUMAN RESOURCES
88
Human Resources (Availability of Required Building & Staffing) The sales team will by headed by the former manager of Juicy Couture, Los Angeles. The manager will be in charge of hiring associates that fit into the new brand identity of Juicy Couture. -Local staff (18 sales associates) -Local store manager (1 former Juicy Couture manager) -Visual Merchandiser
A month prior to the grand opening the Juicy Couture staff will be in Los Angeles to start pulling things together for the opening--construction,training,organizing. Training of the staff and the hiring process will begin in late December through a registered company, and the hiring process will end mid-January. After we, in conjunction with the store manager, have selected the staff, they will go through extensive training to learn about our company, services and product offering. We will be hiring 19 local employees who will be trained a month prior to the opening. The shop will be open from 10am-10pm, Sunday through Monday.
89
POP UP SHOP 90
Located at 6650 Hollywood Blvd, Los Angeles, CA 90028. The building we are using for our pop up shop is called Shane Building (1930). It is a Art Deco design by S. Tilden Norton (1877-1959) and F.H. Wallis -- The building was first home of the Directors Guild of America -- also known as the Hirshfield Building when Hirshfield Apparel occupied it. It is 4,000 square feet, and can hold up to 800 people at one time. This building is perfect for our pop up shop, because of itâ&#x20AC;&#x2122;s location, size, and structure.
91 Image Source: Flickriver
Ambiance JUICY COUTURE STORE PLAYLIST Now Playing: Kelly Rowland (I’m dat chick) 2011 4:04 Play All
Share
Like
Beyonce ft.Chimamanda NgoziAdiche: (Flawless) 2013 4:11
FKA (Two Week) 2014 4:08
Sia (Chandlier) 2014 3:36
We would like to create a fun,high energy shopping environment for our customer. In order to do this, we will have exciting music, our store will be dimly lit, and we will utilize neon light tubes throughout the space. We have used lighting and trendy fixtures to create a hip yet edgy atmosphere for our customers. Our store will have an open layout allowing our customers to be able to walk freely through our space in order to select merchandise. The store’s ambiance will 92
appeal to the sense of smell by utilizing aromatherapy. Juicy Couture’s Viva la Juicy Noir
fragrance will be the store’s signature scent.
93
Floor Plan
The Juicy Couture pop up shop has an open floor plan that allows the customer to move around the store without any interruptions. There are six mannequins, six dressing rooms, and two seating areas in the store. The merchandise is arranged in a grid formation to allow customers to be able to find the products with ease. Our merchandise is set up to allow the customer to be able to put together an outfit themselves. It also allows the sales associates to be able to
94
find merchandise for customers quickly.
95
Merchandise Presentation
96
Dresses
Skirts
97
98
Shirts
Jackets
99
100
One Piece
PANTS
Pants
101
Fixtures
Mounted Rack $185
Shelves $40
Image Source:Uline
Image Source:Uline
102
Nyle Loveseat $349
Image Source:Pier 1 Imports
Faceout 12â&#x20AC;? $33
Image Source:Uline
Shag Rug $119.95
Image Source: Tiles, Walls, and floors
Rack $70
Image Source:Uline
Mannequin $195
Image Source:Barr Display
Pedestal for mannequin 11.5x11.5 $116.99 Image Source: Uline
103
Digital art
104
There will be 6 digital picture frames, showing images from the Oscars, past runway shows, etc. There will be one in each fitting room.
Plasma Screen
In the store, there will be one big screen TV (60 inch), that will go right behind the cashier area. It will show different images every 3 minutes. Images will range from, Juicy Couture Pop Up logo, pictures from the trunk show, people taking selfies with our product, and more.
105
Windows
0 5 66
106
In-store displays
107
Go Backs
108
Safety To adhere to the guidelines that a passageway has to have, we will ensure that there is a 44inch width in between each fixture. Also, we will ensure that the fire extinguishers are up to date with inspections, and the water sprinklers are as well. There will be wet floor signs located in the stock room of the store, in the event someone spills or
Image Source:Baxter Clean Care Image Source: SNS fire protection
breaks something.
Security For our pop up shop, we want to make sure that we are taking care of our customers and our associates. We will have surveillance cameras throughout the store, as well as at the entrance of the store. This will capture any shoplifters,
Image Source: Tech Zim
as well as any crime that might happen while the shop is closed. We will also have an alarm system, as well as a panic button underneath the register for the employees in the case of an emergency.
109 Image Source: DSC
Products
110
For our initiative, we wanted to give Juicy Couture a different look for their products, to cater to their location, and still have the edgy look they are now marketing. We included bold colors, as well as neutrals, and one print, several pieces that are versatile, and can be taken from day to night for our customer. Our price points are lower, and more reasonable for the customer of Juicy Couture.
111
INSPIRATION 112
113
MOOD 114
115
TOPS Sizes XS-XL
116
Juicy Crop Dare To Be
$59
$89 117
The Hills
$79 118
Holly
$49
BOTTOMS Sizes 00-14
119
California Dreams 120
$119
Viva
$89
The Robertson
$79
Tapered Hollywood
$89
121
JACKETS Sizes XS-XL
122
Letâ&#x20AC;&#x2122;s Party
$259
Wild Thing
$209 123
124
Black Frenzy
After Party
$129
$109
SKIRTS Sizes 00-14
125
Sophie
$129 126
Eloise
$79
Antionette
$129
Glam
$89 127
DRESSES Sizes 00-14
128
Young & Free
$119
Juicy Tee Shirt Dress
$79 129
130
Drape Me
The Couturist
$79
$89
ONE PIECE Sizes 00-14
131
La Juicy
132
$159
Fade Away
$109
Hollywood Bliss
$159
Flirty
$79
133
Product Assortment Sizes 00
6%
2
9%
4
14%
6
14%
8
15%
10
17%
12
15%
14
10%
Total XS
134
%
100%
17%
S
19%
M
25%
L
20%
XL
19%
Total
100%
Shirts 35% Styles % of Shirts
Pants/Shorts 25% Styles % of Bottoms
The Hills
10%
California Dreams
9%
Dare To Be
5%
Tapered Hollywood
3%
Juicy Crop
5%
The Robertson
8%
Holly
15%
Viva
5%
Jackets 10% Styles % of Jackets
Dresses 15% Styles % of Dresses
Black Frenzy
2%
Drape Me
3%
Wild Thing
3%
Juicy Tee Shirt Dress
4%
After Party
4%
The Couturist
6%
Lets Party
1%
Young & Free
2%
One Piece 5% % of One Piece Styles
Skirts 10% Styles % of Skirts
Fade Away
2%
Antionette
2%
Flirty
1%
Sophie
2%
1%
Eloise
1%
1%
Glam
5%
La Juicy Hollywood Bliss
Total
135 100%
LOOK BOOK S/S 2015 136
Dress Young & Free $119 Jacket Letâ&#x20AC;&#x2122;s Party $259
Dress The Coutourist $89 Jacket Black Frenzy $129
Dress Drape Me $79
One Piece 137 Hollywood Bliss $159
Vest 138 After Party $109 Drawstring Pants Viva $89
Dress Juicy T-Shirt Dress $79
Shirt The Hills $79 Pants Tapered Pant $89
Shirt Holly Tank $49 Skirt Antoinette $129
Shirt Juicy Crop $59 Pants California Dreams $119
One Piece La Juicy $159
Vest Wild Thing $209 139 Skirt Sophie $129
COMMUNICATION & PROMOTIONAL PLAN 140
Pre, During, & Post Launch For our initiative, we will be doing several pre-launch, during & post launch communication & promotion plans. To include:
*Social Media just for the pop up shop in the 90028 location: 1)Facebook 2)Twitter 3)Instagram
* Giveaways *Email blast to tourist in locations that come to Hollywood Blvd. during the months of February-March *Billboards in major cities of CA *Ads on Pandora, and Instagram *Trunk show
The communication/promotional planning will start beginning of January, and end Mid April
141
6 Month PromoPlan For the months of December-May, we will post on Facebook, Twitter, and Instagram. For Facebook we will post at least once a day informing everyone know about the new pop up shop coming to LA, as well as any photos of the shoppers and events we have in store during the pop up shop. On Twitter, we will post a few times a day, and Instagram, at least once a day. The email blast will be sent out in the months March-May. How we will collect customer emails, is by asking this information at the register before they check out. This gives us their email to send coupons, as well as our look book with our S/S 2015 pieces, to share with friends and family. Our Pandora ad will be shown
December-May, making consumers aware of the pop
up shop before it opens, and keeping it fresh in their minds after it closes. Our sponsored IG ad will have the same time frame as the Pandora ad, and give the same information as well. We will place the billboards beginning of December and take them down at the end of March. The ad will tell the customers about the pop up shop, itâ&#x20AC;&#x2122;s location and when it is open.
142
DEC
JAN
Post-Launch
During
Pre-Launch
FEB
MAR
APR
MAY
COST
Facebook,Twitter, Instagram Post
$9,000
Email Blast
$4,200
Pandora Ad
$60,000
Sponsored IG Ad
$720,000
$144,900
Billboard
TOTAL Coupons
143 74
$938,100
Image Source: pbwebdev
Social Media
144
Twitter Post: There will be a Twitter, Instagram & FB post for our consumers to see about our pop up shop
Instagram Advertisement: Sponsored advertisement comes up 1 time per week (Advertised December 1-March 31,2015)
145
Facebook Post: We will post about the pop up shop (Pre,During, and Post of the initiative)
146
On the social media platforms, we will post about the giveaway during the month of January (January 1-31,2015), giving the consumer the chance to win a technology prize
Social Media Justification For our initiative, we wanted to focus on advertisements and promotional activities to being done mainly on a social media platform. Since our demographic is the 20ish girl who is tech savvy and loves social media, it was only fitting to have a presence on a few of the many platforms for social media (Facebook, Twitter, Instagram). According to Jeff Bullas,
70% Of marketers use FB to gain new customers
and his article â&#x20AC;&#x153;22 Social Media Facts and Statistics You Should Know in 2014â&#x20AC;?, he states that 72% of all Internet users are now active on social media and 18-29 year olds have an 89% usage on social media. On Facebook, there are currently 1.15 billion users, about 23% of the users login to their Facebook page at least 5 times per day, 47% say that a Facebook ad is their #1 influencer of purchases, and 70% of marketers used Facebook
34% Of marketers use Twitter
to gain new customers (Bullas). Another platform we want to use for this initiative is Twitter. According to Jeff Bullas, Twitter now has over 550 million registered users, 215 monthly active users, and 34% of marketers use Twitter to successfully generate leads (Bullas). Currently Instagram has 150 million active monthly users, and in the next year it is expected to reach more than 150 million.
72%
89%
23%
Of active Internet users on Social Media
Of 18-29 yr.olds use Social Media
Of Fb users that login 5 times a day
47%
Of consumers say that FB ads is their #1 influencer of purchases
147
Pandora
Pandora Advertisement: Advertisement will come up 4 times every hour (Advertised December 1-March 31,2015)
148
Pandora Justification Pandora is popular, with more than 200 million registered users in the United States and 71.2 million regular listeners. These listeners create stations, fine tune them, and share them with friends on the web, their mobile devices, and more. In May of 2013 and the average user spent 1 hour and 53 minutes listening per day and Pandora was the second most downloaded free app for iPhone (seventh for iPad), according to Pandora. Also according to Pandora, 48% of US smartphone owners used Pandora on their device in the same month. Incredibly, that’s almost half (Bagwell Marketing). One of the reasons Pandora is so popular with users and advertisers is because there aren’t too many advertisements. In fact, over the course of an hour, the typical user will hear less than four minutes of audio ads. This means more attention is being paid to ads that are played and the user experience isn’t tarnished by ad overkill. It’s a win-win for users and advertisers alike (Bagwell Marketing). Advertisers can target users by age, location, gender, and even music genre. Woven between songs, your essentially unavoidable audio message is integrated right into the listener’s experience. In addition to 15-30 second audio ads, Pandora offers display ads, too. 300×250 is the standard banner size you’ll find that displays on your listening device. Pandora campaigns are impression-based and are charged on a CPM (Cost per thousand) basis. If you meet their minimum spend requirement they’ll produce your audio spots for you at no additional cost (Bagwell Marketing).
200 mil. Registered users in the US.
72.2 mil. Regular listeners in the US.
48%
149
Of US smartphone owners use Pandora on their device in 1 month
Email Blast: We will email about the pop up shop (During, and Post of the initiative)
Email Blast
150
In the emails, we will send look books of our looks to our customers,so they can share with their friends on all social media platforms. Also, we will write them asking how they love our new look.
Email Capture
Name, email, and zip code will be captured at the time of purchase. Doing this will give us the emails of our customers to check and see how they love their products, send them coupons, and any future look books that we have.
151
Email Justification
In 2013, 3.6 billion people had email accounts according to Jeff Bullas. Itâ&#x20AC;&#x2122;s estimated that by 2016, that number will increase to 4.3 billion people. Social media is a great way to generate leads, but email converts leads into customers (Entrepreneur). It is important for us to not only have social media, but also stick to some traditional approaches to getting the customer to be aware of our initiative.
3.6 bil. People had email accounts in 2013
152
Traditional Advertising
153
Billboard
154
Bill board Advertisement: Billboard will be put up at the beginning of December, and taken down beginning of April.
Pins show where billboards will be located ( In the busiest countyâ&#x20AC;&#x2122;s in LA December-April 2015 ).
155
Billboard Justification
Although a lot of physical advertisement hasnâ&#x20AC;&#x2122;t been as popular lately, billboards havenâ&#x20AC;&#x2122;t left yet. According to Fair View Outdoor, Americans spend more time today in their vehicles. The average American spends about 15 hours a week in their cars, which means that other than the road, the billboards are all they have to look at. Billboards are also cost effective, on average they cost less than a penny per thousand, and they are big and bold for the consumer to see, making them want to shop at your location. We want to place our billboards for this initiative in locations around LA that are the busiest (Fair View Outdoor).
15 hrs. A week Americans spend in their car
156
In-Store Communiction
157
Instagram Sign
Our customer is social media addicted, we want to create an atmosphere she loves to be around, and look cute while doing it !
Im at the pop up shop for Juicy Couture!! Right on Hollywood Blvd. Come NOW, they have a whole new look....and Iâ&#x20AC;&#x2122;m OBSESSED #JuicyCouturePopUP
158
Hanging Instagram Frame: This frame will be hung in the store, so customers are able to try on clothes and take a picture on their Instagram, and hashtag #JuicyCouturePopup.This gives excitement in the store & marketing for Juicy Couture.
Instagram Justification
We placed an Instagram sign into our pop up shop. By doing this, we believe that it will give us a stronger presence on social media platforms. Customers can take pictures while in the store, trying on clothes or when they are about to check out. This can show the excitement in the stores to our customers all around the world.
159
Grand OpeningTrunk Show: For our initiative, we will have a trunk show, showcasing our S/S â&#x20AC;&#x2DC;15 Edgy collection. The trunk show will be promoted a couple days before the Oscars starts (it starts February 22,2015). The trunk show will take place February 20th, 2015, at 8pm-12am. The trunk show is a great way to have people see the items on an actual moving person, and a way that they can ask any kind of questions about the new line.
160 Image Source: Seattle Magazine
161
Grand OpeningTrunk Show:
At the trunk show, there will be a showcase of the new S/S 2015 collection (It will last about 1.5 hours). Followed by the trunk show, there will be time to socialize and get to know our customers. There will be a DJ on the turntables, fog machines, neon lights, sparkling grape juice, and food. The event will last until midnight, and it will be promoted by Juicy Couture workers passing out fliers on the streets of LA. Flyerâ&#x20AC;&#x2122;s will be also given to hotels around the city, so our tourists can hear about the event, and sending it beginning of February to our celebrity list.
162
163
KPI 164
165
FINANCIAL PLAN 166
Advertisement & Promotion
167
Interior & Exterior
168
Total Budget & Revenue
169
Total Budget & Revenue
170
Total Budget & Revenue
171
Conclusion
The goal of this pop up shop is to bring awareness to Juicy Couture. By designing a new product line for Juicy Couture, we have made the brand more cohesive with the brand image they are presenting. Though our pop up shop is not generating a great amount of profit for Juicy Couture,our advertising and promotional efforts and our actual presence on Hollywood Boulevard will inform more people of the brand and our current activities.
172
173
APPENDIX 174
Social Media
Social media is a crucial part of todayâ&#x20AC;&#x2122;s consumers life. Every one is constantly on their phone, laptop & tablet.
175 Image Sources: Pixel Road Designs
176 Image Sources: Pixel Road Designs
177 Image Sources: Pixel Road Designs
WORKS CITED “10 Reasons Why Billboards Work.” Fairview. N.p., n.d. Web. 15 Nov. 2014. Bullas, Jeff. “22 Social Media Facts and Statistics You Should Know in 2014 - Jeffbullas’s Blog.”
Jeffbullass Blog RSS. N.p., n.d. Web. 15 Nov. 2014.
“FALL 2014 HOLLYWOOD INGENUE CAMPAIGN.” - Juicy Couture -. N.p., 17 July 2914. Web. 15 Nov. 2014. Kaufman, Alexander C. “Juicy Couture, All But Dead, Is Plotting A Comeback.” The Huffington Post.
TheHuffingtonPost.com, 24 June 2014. Web. 15 Nov. 2014.
Medina, Marcy. “Juicy Couture’s Digital Initiative.” WWD. N.p., 17 Oct. 2012. Web. 15 Nov. 2014. PRIZM Market Segmentation Research, Tools, Market Segment Research,. N.p., n.d. Web. 15 Nov. 2014. “U.S Census Bureau E-Stats.” N.p., 22 May 2014. Web. 15 Nov. 2014. “U.S Census Bureau News.” N.p., n.d. Web. 15 Nov. 2014. “VALS™ | US VALS™ Survey | SBI.” VALS™ | US VALS™ Survey | SBI. N.p., n.d. Web. 14 Nov. 2014. Wahba, Phil. “Fifth & Pacific Sells Juicy Couture Brand for $195 Million.” Reuters. Thomson
Reuters, 07 Oct. 2013. Web. 15 Nov. 2014.
Young, Vicki M. “Authentic Brands Group Discusses Expansion Plans for Juicy Couture.” WWD. N.p.,
15 Mar. 2014. Web. 15 Nov. 2014.
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Alessandro Cannata FASM 410 Briana Young. Tanisha Johnson.Jasmine Bryant