R I F L E PA P E R C O . the london store
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table
e of contents
MISSION STATEMENT 4
COMPANY OVERVIEW 7
MARKET ANALYSIS 11
DEMOGRAPHICS & PSYCHOGRAPHICS
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CUSTOMER PROFILES 22
MARKETING STRATEGY 31
CONCLUSION SUMMARY 48
capstone mission The goal of my capstone project is to propose to open a new retail space by providing my insight on the promotional and marketing aspect for Rifle Paper Co. in London, England. I believe that placing Rifle Paper Co. in London is a perfect fit for the brand aesthetic and market. Opening this space will expand their customer base that was originally attracted to Liberty London’s style, but are looking for a fresh and modern approach. With that said, Rifle Paper Co.’s illustrative style is identifiable and hard to duplicate versus other stationery companies in the market allowing them to cater to their new consumers.
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company
overview
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“We strongly believe life's personal stories and moments are best told through the gift of a handwritten card or note, and hope that our goods inspire you to share these moments with others.�
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a brief history
Rifle Paper Company is a stationary and lifestyle brand that is based in Winter Park, Florida and founded by a husband and wife, Anna and Nathan Bond in 2009. The company started out in the couple’s garage apartment and has grown to be internationally known over the past six years.
scope & size Rifle Paper Co. has a flagship store in Winter Park, Florida and is the only retail space dedicated solely to the brand. The company, however, has stockists located world wide and is open to wholesale partnerships with retailers small and large.
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market
analysis
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RifLe paper co. swot
STRENGTHS
WEAKNESSES
— Distinguishable illustration style
— Only one store location
— Broad product line
— Products sold mainly online
— Collaborations with big name brands — Stockists located globally — Loyal consumer base — Strong e-commerce presence
OPPORTUNITIES
THREATS
— Global consumers to support any new
— Other companies sell similar products
store opening in other countries
— Technology has taken the role of most
— More collaborations in the works to
of these products
promote the brand even more — Room for growth for extending the product line
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competition
Ban.do is also a lifestyle brand that specializes in gifts and accessories. The product line is similar to Rifle Paper Co.’s, but the design style is a much different and more quirky.
Wilde House is a paper company that sells a monthly subscription box filled with stationary and other paper goods based in Philadelphia, PA.
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The paper goods industry Because we live in the age of technology, the need for paper goods is seemingly decreasing; however, there is a loyal market and consumer base who still looks for quality products to use in their everyday life that resembles art and design. That’s where Rifle Paper Co. comes in—they have brought consumers back to the paper goods industry, as more and more companies begin to focus on creating their own goods or stocking Rifle Paper Co. themselves.
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demographics
& psychographics
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store location
LONDON, ENGLAND Making up 25% of the country’s population, London is the the largest city in the United Kingdom. The city has always been one to watch at the forefront of classic and timeless fashion and trends. With that said, the population in London has a high disposable income at approximately $28,000 per capita and a growing middle class consumer market.
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NOTTING HILL, LONDON Within London is the neighborhood of Notting Hill, popular with families and the young fashionable professionals that look for the pastel colored homes and sub-divided terraces. It’s fitting for the individuals looking for that small town feel but with the benefits of living in a big city. Notting Hill attracts not only tourists but London locals with Portobello Road Market and the cafe hopping lifestyles. This area exudes a romantic feel, begging for a romcom to be written about it. There’s so much diversity within Notting Hill and hidden treasures begging to be found within these quant streets.
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target market Rifle Paper Co. attracts customers of all ages, but targets mainly the millennials and younger with ages ranging from 18 to 35 year olds. This group of individuals are very internet and social media savvy and probably already follows Rifle Paper on Instagram. Although they practically live on their iPhones, they’re still looking for items that help to show off their passion for design and their quirky style aesthetic—whether that be through a their phone case or their planner. They believe in giving gifts that are meaningful to those they love and have a hand-crafted and well-loved feel to them. They love snail mail and hand-written notes as well as sharing their life on social media or their lifestyle blogs. They believe in the future of technology, but also loves the feeling of that heavy weight paper in their hands. This market shops in small boutiques that sell unique pieces and eating at local cafes. They love styling their homes and reading design magazines such as Kinfolk and Darling, and dreams of living a lifestyle worthy of sharing with the world.
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customer profIles
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poppy atkins AGE: 26 years old HOMETOWN: London, England MARITAL STATUS: Single OCCUPATION: Project Manager at a marketing firm INCOME: $75,000 a year IMPULSE BUYS: Art prints, Sunglasses, Flowers from the market FAVORITE STORES: Anthropologie, Liberty London HOBBIES: Baking, Making Flower Arrangements, Meeting friends for drinks WHAT’S ON HER FEED: Flowers, Treats, Cafe visits, & Anything pink STYLE AESTHETIC: Quirky, Girly FAVORITE DRINK: Lavender Latte FAVORITE COLOR: Pink FAVORITE RPC PRINT: Jardin de Paris FAVORITE RPC PRODUCT: Planner
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charlotte Fields AGE: 23 years old HOMETOWN: New York City local relocating to London MARITAL STATUS: Engaged OCCUPATION: Graphic Designer INCOME: $58,000 a year IMPULSE BUYS: Shoes, Ceramic Mugs, Jewelry, Notebooks FAVORITE STORES: COS, Zara, Selfridges HOBBIES: Taking her dog on walks, Trying new beauty products, doodling WHAT’S ON HER FEED: Interiors, OOTD’s, Her Fiance STYLE AESTHETIC: Minimal, Tomboy Chic FAVORITE DRINK: Black Tea with milk and sugar FAVORITE COLOR: Grey FAVORITE RPC PRINT: Tapestry FAVORITE RPC PRODUCT: Art Prints and Journals
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olivia headley AGE: 30 years old HOMETOWN: Notting Hill, London, England MARITAL STATUS: Married with two kids OCCUPATION: Lifestyle Blogger INCOME: $50,000 a year IMPULSE BUYS: Hats, Phone Cases, Baby Clothes FAVORITE STORES: Zara, Marks & Spencers HOBBIES: Yoga, Reading, DIY Projects WHAT’S ON HER FEED: Her Children, White Walls, Flat Lays STYLE AESTHETIC: Minimal, Elevated Basics FAVORITE DRINK: Black Coffee FAVORITE COLOR: Light Blue FAVORITE RPC PRINT: Toile FAVORITE RPC PRODUCT: Phone Cases and Calendars
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marketing strategY
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store location 275 Portobello Road London W11 , W11
The retail space that we would be leasing is located in the heart of Notthing Hill, minutes away from the Portobello Road Market and located on Portobello Road—the one stop shopping street for all restaurants and boutiques. To lease this space will cost $66,075 a year. The space is 700 sq ft, but the designed space is 500 sq ft, leaving 200 sq ft for office space and stock in the back.
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store design
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The overall design of the space is fairly simple so that the emphasis can be on the products. Tables will be fully stocked with products as seen in the photos from the flagship store. The store will also be filled with greenery and plants to reflect the illustration design and give the store a more lively feeling. The renderings contain images of the basic layout of where fixtures will be and the basis for the store design, which will ideally change out seasonally.
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store renderings
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product assortment 38
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PRODUCT
% OF INVEN.
# OF UNITS
18%
970
$24
$23,280
3%
161
$16
$2,576
5%
270
$22
$5,940
.7%
38
$16
$608
6%
323
$9
$2,907
35%
1,887
$5
$9,435
8%
431
$15
$6,465
7%
377
$36
$13,572
RETAIL PRICE OF UNIT
TOTAL $
Art Prints
Books
Calendars
Coasters
Gift Wrap
Greeting Cards
Journals & Notebooks
Phone Cases
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PRODUCT
% OF INVEN.
# OF UNITS
RETAIL PRICE OF UNIT
TOTAL $
8%
431
$34
$14,654
3%
162
$10
$1,620
.2%
11
$34
$374
3%
162
$16
$2,592
.1%
6
$12
$72
3%
162
$140
$22,680
Planners
Postcards
Recipe Boxes
Stationary
Tattoos
Wallpaper
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launch party & Promotion
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promotional overview Rifle Paper Co. opening up a new store is a big deal for not only the company, but also for their loyal customers. So in honor of this new store, we wanted to give back to the customers by throwing a tea party themed launch party. We plan to open the store the first weekend of September 2017. The party will be held that second weekend of September. The party will be open to the public, with the store staying open a couple of hours later than the typical store hours. We will send special invitations to London bloggers and work with them to create more buzz for the store opening. The invitations will also be sent to all customers on the email list that live in the United Kingdom. Our main form of advertising will be through Instagram, Facebook, and our blogger collaborations.
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PRE-LAUNCH
JUL 17
AUG 17
DURING
POST
SEP 17
OCT 17 NOV 17
Facebook Instagram Email Newsletter Blog Post Special Guest Invitiations
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PRE-LAUNCH Before the Opening Launch Party, our social media team will focus on getting the word out through our strong following on Instagram, Facebook, and Email. The news of the opening will initially be announced two months prior and we will continue to share progress photos and building up excitement for the store. We will also be partnering with an Los Angeles/UKbased lifestyle blogger, Arden Rose to advertise the store even more.
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DURING During the time of the launch party and the month of the opening, we will continue to update followers on social media with posts of the new store with the hashtag #riflepaperlondon and #riflepaperteaparty for the launch party.
POST LAUNCH Following the months after the opening of the store, we want to stay consistent with our social media to receive feedback from our customers and we can keep track of our visitors with our hashtag for the London store.
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conclusion summary
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IN CONCLUSION... Throughout this project, I have learned about what it means to have a strong social media following for a brand and what an advantage that can be when opening a new store, especially in a different country. As a designer myself, I have learned that having a distinct style and uniqueness to me is the most important aspect and that I can create a business similar to Rifle Paper Co., or even strive to work for them post-graduation. By studying Rifle Paper Co. and Anna Bond, I have learned that small businesses can make a big impact in retail and that in this age of technology and digital media, the beautiful art and quality of paper products can still hold its own.
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SOURCES “Notting Hill, London Guide.” Airbnb. Airbnb, n.d. Web. 3 Apr. 2016. <https:// www.airbnb.com/locations/london/notting-hill>. “RIFLE PAPER Co.” RIFLE PAPER Co History Comments. Rifle Paper Co, n.d. Web. 1 Apr. 2016. <https://riflepaperco.com/history/>. “275 Portobello Road London W11 , W11.” Shop to Rent. Move Hut, n.d. Web. 15 May 2016. <http://www.movehut.co.uk/property/509168--275-portobelloroad-london-w11-/?k=4>. “United Kingdom: Lifestyles in 2015.” (2016): n. pag. Euromonitor. Web. 1 Apr. 2016. <http://0-www.portal.euromonitor.com.library.scad.edu/MediaLibrary// PDF//pdfclifeuk-v12_635878604471848843.pdf>.
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CELINE AQUINO FASM 430 / SPRING 2016 PROF. PATRICIA TAYLOR
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