Marketing, Retail, and Branding Strategies Chelsey Burgess
A fearlessly innovative nineteen year old girl growing up in Beverly Hills tries to do everything possible to stray away from her parents’ lifestyle. While she appreciates her Swiss, French, and German roots that she has inherited from her parents, she isn’t interested in much of anything else that has been passed down to her from them. While an outsider would probably call them the ultimate idolized, privileged family, she sees her parents as extremely materialistic and superficial. While her father is hibernating in the office all hours of the night and her mother is off shopping for the most extravagent and luxurious labels, she is finding inspiration for her flourishing accessory line. Designing and creating anything from handbags, to hair accessories, or jewelry, she finds inspiration in anything antique or vintage. Due to the wealth that all of her classmates’ families possess, she is able to price her designs very high, because she knows her peers are willing to spend a good amount of money for them. While she is adamantly against her wealth and label obsessed parents and refuses to take any money or assistance from them, every now and then she treats herself to a staple fashion item with the money she has earned independently.
As it is obvious by this Generation Z girl’s self-started accessory business and personal lifestyle choices, she is extremely independent and determined. Being self-sufficent is one of her highest valued traits that she possesses, and she exhibits that through her outward persona. She has a younger sister who she tries to be an excellent role model for, and she always ensures to impose her individuality and independence on her. Being someone for her sister to admire and aspire to be is of very high importance in her life. Another aspect that is incredibly precious to this imaginative young girl is animals. She lives a vegetarian lifestyle, and is very adament about not supporting the production or exhibitation of fur or leather. In order to help treasure and support the life and respect for animals, forty percent of her earnings from her accessory business are donated to a local animal shelter.
This Beverly Hills girl is very innovative in her personal style and design asthetic, and always stays true to the individual that she is. All of her designs are reflections of herself, and are very close to her heart. Most of her wardrobe she designs and makes herself, but she does occasionally venture off to find inspiration from her favorite designers, Alexander McQueen and Oscar de la Renta. In regards to the items she shops for, she likes to keep up with latest trends and will spend her hardearned money on expensive, yet functional staple items ever so often. Her purchases are both emotional and functional because they help define her personal style and who she is as a designer, and they help contribute to her own ideas for her accessory business. She regularly re-creates and re-interprets the ideas of her favorite designers in her own clothes, and adds different details that show off her personality. When she is in need of a shopping trip, she occasionally makes an appearance in Barneys, Neiman Marcus, and Saks Fifth Avenue in Beverly Hills. Along with the obvious, clothes and accessories, she also is very into make-up and room decor. She loves to bring her little sister in her room, and give her makeovers and style advice. She also does the same with her friends, who are at her house practically every day. Room accessories is another thing that she loves to shop for. She loves going to thift stores and finding vintage furniture and decorations, and bringing her own unique, eclectic personal style into her room. She spends a lot of time decorating her room because she feels like this is the only space that is her own and that she has to herself in her life. She spends most of her time in this beloved space, adding to her room a sense of sophistication, passion, and elegance.
Some of her principal life experiences have greatly contributed to the girl she is today. Growing up with self-centered, materialistic parents, she hasn’t always gotten the support that she should have received as a child. While most would take this negatively and have it bring them down, this wise, daring girl took matters into her own hands and created a wonderful life for herself. She believes deeply in the talent she has and her aspirations, values, and morals, and knows that she just needs to have faith in herself in order to succeed. She aspires to be either a haute couture runway or accessory designer, and she daily positions herself on the right path to do so. Independence, determination, originality, and self-confidence are a few of the major factors that have helped her succeed and shine, and she radiates these ideas every day for the world to see.
Consumer Research Research Objective : My goal is to research and test how successful a product (a handbag in this case) will be in the current shopping market. I hope to see how my target market customers react to the handbag, taking into consideration the following elements of the product: the design, style, practicality, and utility. Description : This handbag was designed and made by a young, innovative girl from Beverly Hills, California (from my earlier persona project) as a staple fall item in her new accessory line. She is trying to sell this handbag in a local boutique where she works. This boutique is targeted toward the seventeen to twenty-five year old middle class to upper class girl, with unique and fashion-forward Beverly Hills style. Most of the merchandise in the store is vintage, mixing old-fashioned styles with present-day designer silhouettes and details. Consumer : As stated above, this product is being marketed toward the seventeen to twenty-five year old, middle to upper class girl. Sample size : Taking into account that this is a boutique and the amount of daily customers is inherently fewer than most other stores (chain stores or department stores), this sample size will be smaller than most samples tested. The sample size for testing this product will be the first thirty customers that purchase this handbag. Visual Stimulus : There are a few different advertising tactics that we hope will be very successful for this new, up and coming product. First, we will have the handbag on display on a mannequin in the front of the store. We will ensure that the mannequin is styled beautifully with an outfit that will attract the eye just enough to pull the customer in, but not too much as to distract or take away from the handbag we are promoting. Secondly, we will have a representative from the store standing outside talking to passers-by about this new product. They will talk about the products’ functionality and fresh new trending style and details, and explain to the girls that their wardrobe isn’t complete until they have this newest accessory on their arm.
In addition to those two ideas, we are going to have the designer herself making announcements at her local high school about this new must-have item. Being that her peers are her most loyal customers for her accessory business, we are confident that these announcements will be very successful in promoting this new product. We believe that news about this product will be spread by word of mouth, due to the already devoted following of customers for the designer of this bag. Additionally, we are choosing three of her most loyal customers of her accessory business to be models for this handbag the first week it is in the store. We are having three girls make a down payment of $30 on this purse, and they will then carry the purse with them every day that first week. After that week of showcasing the product, the purses will then be given to these three girls as a complementary gift (without having to pay the rest of the full amount of the bag) from the company for so graciously promoting their product. Along with these advertising techniques, the store employees will also be researching and comparing the handbag sales from the previous fall seasons in recent years. The employees will study the previous sales and try to predict how successful this handbag will be this year. They will take into account how well previous products have sold, how cohesive this handbag is with other products in the store, and how similar this new handbag is to purses from previous years that were successful. Research Methodology : Due to this being the first time this handbag is being placed in stores, this is the initial development stage for the handbag. The advertising tactics talked about below are the initial tests of the product that will help judge and predict how successful the product will be. Based on the results we find, we will then decide whether it is necessary to make a few tweaks or adjustments to the product, to leave the product as it currently is, or to remove the product from the store entirely. Type of Research - Qualitative : We will be testing this product by doing qualitative research. There are two different types of qualitative research that we will be using: ‘Product Trial’ and ‘Traditional surveys.’ ‘Product Trial’ Instructions: The handbag is being priced at $79. In order to draw the customer in, we are going to give them a deal. We are offering a purchasing option that will allow the consumer to have a trial run with the product, and see how they like it before they officially commit to buying the full-priced item. We will offer to the customers the option of putting down a down payment of $35 to get the purse and try it out for a week. This way they can see how they like it (see how functional it is, see how it fits into their wardrobe, etc.).
As long as there is no damage done to the handbag and it is in the same exact condition as it was when it was given to them, the customer has the option of paying the rest of price for the bag and keeping it, or returning it with no refund of the money they initially put down for it. ‘Traditional Survey’ Instructions : For this research method, we will sell the handbag at its full price ($79), and put a survey inside the purse for the customer to fill out and return to the store within two weeks after the purchase. The customer can bring the survey back in personally, or mail it in to the boutique after the two weeks. We believe this is a good option for our customers because it gives them a little bit of control in the matter. The customer can fill out her opinion (good or bad), and give the feedback back to us. After reviewing the feedback from each specific customer, we will take everything into account, and edit/refine the product accordingly. Once the customer has turned in her survey, she will be given a free complementary gift from the boutique for her participation and feedback. Conclusion : After completing these different marketing/research tests, we will take the information that we have gathered from the results of the testing, and make changes accordingly. Depending on the feedback we receive, we will consider refining the product, and making any necessary changes that will help better the product, and increase product sales. For example, if many people come across the same issue with the product, we will place this factor on the highest of the priorities for change, and go forward with editing the design. If the product is extremely successful, we will continue selling it in the store, and we will talk to the designer about adding more of these handbags to the store to be sold. We could also talk with the designer about possibly designing different variations of the purse that contain some of the original, successful design elements, but that incorporate a little bit different style and flare. These new designs could then be placed along side the original design in the store. If the product is entirely unsuccessful, (which we don’t predict will be the case), we will consider making larger scale changes. In the worst-case scenario if this doesn’t increase sales, we will remove the product from the
store and re-design.
Trendsation
As the name of this store clearly states, this store is extremely trend-driven. Being located on one of the most popular streets in Beverly Hills, this store carries luxury fashion items that are popular with the young, hereditarily wealthy teenagers that live there. Trendsation is a very brand-conscious store that thrives upon the newest and hottest designers that are currently over-taking the runways throughout the world. Most of these items are from the lower tiers of the designers, mimicking the runway looks as close as possible, but not taking it all the way to couture. Color blocking is one of the most popular trends that is currently being displayed in this store. Trendsation was flourishing throughout 2010 and 2011, but the once constant appearance of brand loyal customers has slowly begun to disappear. Due to the new accessory business created by an innovative girl at the local Bevery Hills High School, Trendsation’s original band of followers has started to take an interest in different, more experimental clothing styles. In order to prevent this store from falling off the market, it’s once coveted store environment, emotion, and lifestyle must be repositioned in order to meet its customers new desires.
LushAntiquity
Lush Antiquity is the ultimate combination of romantic and elegant details of past fashions, and innovative and modern style lines and silhouettes that are seen on the runways today. This boutique is targeted toward the seventeen to twenty-five year old middle to upper class girl, with unique and fashion-forward Beverly Hills style. Lush antiquity thrives upon everything vintage and eclectic, and discovers ways to pull out hints of current couture details, and incorporate them into this boutique’s designs in a very graceful, refined way. While Lush Antiquity carries clothing for the current season at the time, this boutique focuses strongly on the importance of accessorizing. The accessory line of the nineteen year old girl from Beverly Hills High School has been the inspiration for this new brand, and it is carried and sold in this boutique. Encompassing everything from handbags and jewelry, to hair accessories and hats, this accessory line sets the tone for the whole store. While the previous store carried a lot of bold, vibrant colors, this new brand is all about softer, muted tones with unexpected hints of glitter and pearl. The store is decorated to give off the essence of the look an old-fashioned bedroom of a sophisticated, independent, and glamourous it-girl from the past. Throughout the store, you will see a lot of the color gold. Whether it is on the antique high-back chairs that are in each of the dressing rooms, the vanity make-up station set up at the back of the store, or on the excessive amount of jewelry dispersed throughout the store, gold is the main accent color for Lush Antiquity. The enchanting color of gold emits a sense of romance, luxury, and elegance, which are three traits that Lush Antiquity’s customer represents. A muted color pallete, hints of glitter, and gold accents are also strongly depicted on the store’s online website, and on all of the items that help market and advertise for Lush Antiquity. These striking elements all give the store’s atmosphere, emotion, and style a very cohesive look. When someone see’s these certain details on advertisements popping up on the internet or being carried by someone on the street, they immediately know that it is Lush Antiquity. In regards to marketing strategies and the success of this brand, due to the popularity of the accessory business of the young girl, this boutique will have excellent brand equity. When consumers hear that this Beverly Hills girl’s accessory line is not only sold in this store, but is the basis for the entire mood for this store, the brand equity for Lush Antiquity will be unbeatable. When thinking about brand assets, as spoke about above, there is a webpage for Lush Antiquity that will help advertise for the store. In addition, all purchases made in the store will be placed in a beautifully decorated bag that will encompass the store’s style and identity. These bags will also have a reference to the young girl’s accessory business, in order to draw in new custormers that may not be familiar with Lush Antiquity yet, but know about the already flourishing accessory business. This will definitely help spread the word about the accessory business, and therefore launch the awareness of Lush Antiquity.
Buying Package
Lush Antiquity is a specialty store that has a very specific style, and therefore carries very specific types of merchandise. When buying for Lush Antiquity, it will be vital to assure that the specific customer is kept in mind. The girl that shops at this specialty boutique is very special herself. She is most likely from a priveleged family, and is willing to spend a good amount of money on the things she purchases. She expects to see quality clothing that is extremely well made, but also clothing that is unique to her own personal style. In order to buy products that have old-fashioned detailing yet modern elements as well, one must study not only the current runways, but fashion history in general. After a great amount of research, there are three trends that will be very big for Lush Antiquity in Spring 2014. Digging deeper into the already predicted ‘this meets that’ trend which focuses on the mixing of contrasting materials, textures, and colors, Lush Antiquity will thrive upon the collaboration between the blend of intricate lace and beading embroidery detailing. For the second trend, Lush Antquity will be creating their own spin off of the ‘precious opaque’ trend that involves opaque gemstone and pastel hues. Lush Antiquity is drawing out the metallic glow created by some of the most popular jewel tones. These metallics will be displayed through the color palette and fabric choices for the Spring 2014 collection. The final trend that Lush Antiquity is playing off of for this upcoming spring season is relaxed/slouchy silhouettes. Lush Antiquity is not only exhibiting popular chiffon and silk solids, but they are incorporating aspects from the previous two trends mentioned above. They will add hints of shine and glamour to these beatiful drapes that will give the garments the perfect amount of Lush Antiquity flare that will make every girl sparkle. The final Spring collection shown on this page will consist of a matching blazer pant suit, a flowy cocktail dress, an embellished cocktail dress, two floorlength formal gowns, a highly structured and embellished top, a pair of metalic golden shorts, and a light weight beige blouse.
Due to this being an extremely new store/business, we are going to examine how the consumers react to this brand, and study the success of the store in general. After doing so, we are hoping to expand the brand, and open up a similar store in Manhattan. Because the lifestyles are bit different when thinking of Beverly Hills, California and New York City, we are going to make minor adjustments to the store merchandise and vibe in order to market correctly to the New York Consumer, verses the Beverly Hills Consumer. While we are making slight tweaks to the two stores, the overal brand identity and store atmosphere will remain the same, and will still be very clear to the consumers.
Although this Manhattan store location hasn’t been put into play yet, we are still going to be researching trends that we forsee as being popular in the future seasons. We will wait to do any actual purchasing until the store is built, and is being prepared to open.
Advertising Strategy
As stated previously, there are a few extremely effective ways to advertise for Lush Antiquity. The first way to advertise is to create a webpage for the brand. This webpage will have photos of the current inventory, and also what is to come. Although this webpage won’t be an online buying avenue, it will be an extremely effective way to spread the word about the store. We will post the link to this webpage on social media sites, which are growing in popularity with our target market by the second. In addition to the webpage, we are going to be pro-actively involving the accessory line designer in the launch of this new brand. We are going to have the designer herself making announcements at her local high school about Lush Antiquity. Being that her peers are her most loyal customers for her accessory business, we are confident that these announcements will be very successful in promoting this new store. We believe that news about this product will be spread exponentially by word of mouth, due to the already devoted following of customers for this designer. In regards to promotions, we will be giving complementary gifts with purchases within the first month of the boutique opening. These gifts will be ranging anywhere from a make-up compact mirror, or assortment of blush shades and eyeshadows, to a miniature perfume bottle, or an embellished hair clip. All of these gifts will have our Lush Antiquity logo on it, along with the accessory line designer’s contact information.
The next page exhibits what would be a home page for Lush Antiquity’s Website. The three pictures shown would be links that customers can click on to see the merchandise that falls in line with that specific category. My intention for this layout was to make the customers eyes dance across the page, following the fluid motion of the photo and text placement. I decided to carry the two different fonts that are used in Lush Antiquity’s logo throughout the text that is placed on the webpage. I think that the font used for the word ‘Lush’ is very stark and clean, and it contrasts very nicely with the old-fashioned feel of the font used for the word ‘Antiquity’. I wanted the viewers of this website, and therefore the customers of this store, to understand and appreciate the complementary mix of crisp modernity and classic vintage that is portrayed by this brand. I chose to have a muted pink shade as an accent color to help draw attention to the photos. The color pink ‘induces feelings of calm, protection, warmth, and nurture, and can be used to lessen irritation and aggression’ because it is connected with the feeling of love. When associating with Lush Antiquity, I want consumers to feel all of these emotions that are emoted by the color pink. Romance and passion, and therefore love, is an aspect that is portrayed in the atmosphere of this store, the merchandise that is sold in the store, and by the girl that shops at Lush Antiquity. If all of these emotions are achieved aided by the sight of pink, customers will undoubtedly have a warm, comforting, and positive association with the brand.
Take a trip back to your Past...
LushAntiquity
Appreciate your Present...
Crave your Future...
Vintage Romance Luxury
Works Cited Information :
http://www.fashionising.com/trends/b--spring-2014fashion-trends-summer-2014-fashion-36011.html http://library.thinkquest.org/27066/psychology/ nlcolorpsych.html
Photos :
http://pinterest.com/