marques’almeida
ss15
contents Background youth code target market social aspects cultural aspects economic aspects concept space inital ideas Final idea floor plan customer movement day plan event evening sponsorship event staff suppliers budget logistics images
2 3 4 5 6 7 8 9 11 15 16 17 18 19 20 21 22 23 24 26
1
background Marques’Almeida are a Portuguese duo who met when studying their BA. They joined together and branded themselves with their double name whilst collaborating on their MA at Central Saint Martins in London. When they combined their skills in their final project at Saint Martins, they begin to focus on ‘the youth code’ and the people who represent and inspire this way of life. After being so successful within their final project they have since expanded to a number of different stockists such as Opening Ceremony and Matches Fashion. They have also recently brought out a Topshop x Marques’Almeida collection, which exhibits their distressed denim and youthful collaboration.
2
youth code By taking inspiration from icons such as Kurt Cobain and Kate Moss, the Youth Code was engrained within their collection at Saint Martins. Vitality, rebellion and tomorrows generation are the central elements of the garments, which are aimed at their specific target market. Quietly defiant women with attitude are the essence of Marques’Almeida, combined with the DNA of the brand – Denim. Since the debut of MA, the designs have evolved, with Style.com describing SS15 as the gritty woman with attitude is just a bit more sophisticated. However, as their brand began with the effortlessly stylish, rebellious woman, she is now present in every collection.
target market Understanding through research, the target market for MA is a cool and edgy young woman, who again is ‘quietly defiant’. The garments that are created are a silhouette for the body and are made to be raw, effortless and young, as easy fashion is the aim. Marques’Almeida don’t associate with the idea of ‘fashion is glamour’, as the focus is on distressed and raw denim with simplistic style. They aim to keep in touch with their original target market, and with recent celebrities such as Rihanna being photographed kitted out in Marques’Almeida, the target market is clearly being reached.
4
social aspects In a generation with a huge focus on social media and the Internet, information is available at the touch of a button. The hashtag #ootd is one of the main hashtags used on both Instagram and Twitter, in a way to broadcast an outfit which is readily accessible for anyone to see. Brands are becoming people with online platforms such as social media and websites to broadcast themselves upon. Bloggers are making names for themselves overnight with the growth of social media, bloggers are seen as celebrities and style icons themselves.
5
cultural aspects Diversity is becoming more accepted within the UK, especially in London. With Marques’Almeida being a Portuguese brand, yet are a huge success within the UK, shows exactly how Britain is growing and accommodating to individuals with all backgrounds and ethnicities. Fashion is beginning to include women and men of all racial backgrounds, yet still has a long way to go, as the rest of the world is realising that equality is essential.
6
ECONOMIC ASPECTS As the current economy is growing and is in a better state financially than it was a few years ago, generally, more money is seen as a disposable income and therefore people have more money to spend on desirable items rather than necessities. This is good news for Marques’Almeida due to them being quite a high end brand. Also being a diverse and upcoming brand, MA can appeal to more consumers. “We wanted to do high end for people like us, who maybe can’t afford to buy ten pieces but could save up to buy one.”
7
CONCEPT When creating the Marques’Almeida pop up, it was an aim to transport visitors into the mind-set of MA and help them really understand what the brand is all about. By bringing them in a gallery space transformed into a raw and stripped back showroom, encompassing all things Marques’Almeida. From untreated plywood to frayed denim, the youth code and the exposed textures are essential.
8
space The gallery space at 19 Petticoat was selected on Goulston Street in East London, in the centre of Petticoat Lane Market. The venue is close to Aldgate East tube station, with easy access and is simple to locate with it being situated in a busy area of East London. The space has all necessary amenities, such as; heating, a security guard, wifi, electricity, cold water, hot water and a bathroom. The venue was perfect as it could be molded into whatever it needed to be as long as it was restored to white walls once the event was over.
9
The space design included raw elements to best reflect the edgy and natural feel which Marques’Almeida portray. There will be a frayed denim wall, which unveiled posters of MA’s most important influences from their collections past and present. Icons such as Kate Moss, James Dean, Kurt Cobain and Stevie Nicks were to be used, as these people represented the rebellion and gritty attitude that Marques’Almeida feeds on. The fitting room and cash desk were to be constructed with untreated and raw plywood similar to the ones featured within Urban Outfitters to give a natural and unique vibe. Keeping to the DNA and brand image which Marques’Almeida present was of upmost importance, and displays and fixtures were chosen in order to do this.
Branches are going to be purchased to suspend from the ceiling in order to immerse the consumer in a natural environment with exposed wood, which is integral to the Marques’Almeida brand. Simplistic rails are to be used in order to not distract from the garments and keep the focus on the distressed denim within the collection. Fabric and wooden mannequins would be best suited to display the outfits as they let the items speak for themselves and illustrate the feel of the collection and brand.
10
INITIAL IDEAS These ideas incorporated the idea of texture and a concept moodboard in order to gain a focus on what needed to be within the shop to best represent the Marques’Almeida brand. Wood and raw textures were essential when brainstorming where items would go and what decoration would look like.
11
12
13
14
final idea Final visual of the space including fitting room and cash desk in order to portray how the space would work from beginning to end. Staff will be placed at each touchpoint and others will negotiate the space to provide the best service and experience possible. The final space will incorporate all of the elements of Marques’Almeida; from denim to the youth code.
15
floor plan
16
customer movement Open plan design, with free space to walk around. Mannequins will be placed in the centre of the venue in order to showcase the SS15 collection as soon as customers enter the space. Rails of items will be placed around the edges of the space in order to spread out the touch points with potential consumers. Fitting rooms and cash desks will be manned constantly to ensure the best possible service for visitors. As this is Marques’Almeida’s first physical presence rather than an online one, the experiences will be crucial in order to enhance the brand’s reputation.
17
day plan Start Time
Time Blocks
9:00 am
1h
Daily Schedule Marques’Almeida Pop Up
TIME
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
9:00 am
Management team arrive to Work continues on wooden collect keys and check all furniture facilities
Managerial team arrive ready for deliveries from New Horizons, The Carrier Bag Shop and Print Express
Managerial staff and sales assistants arrive to rearrange the shop and prepare it for the first day of sales.
10:00 am
Set up team arrive and so do deliveries from Wickes, Amazon, Decorative Birch and The Online Fabric Store
Managerial team prepare space for musician and set up shop ready for the press evening.
Shop opens to the general public. Photographer arrives and captures the opening of the store and the first reactions from the public.
11:00 am
Birch branches mounted on Posters are mounted on the the ceiling wall and denim is fixed to the wall. Frays and tares are created to expose the posters
12:00 pm
Construction begins on dressing room and other plywood fixtures e.g. the counter
1:00 pm
2:00 pm
3:00 pm
!
6:00 pm
SUNDAY
MONDAY
TUESDAY
Sales team arrive at 9.30 and get dressed in merchandise ready for the day
Managerial staff arrive, remaining stock is collected
Managerial staff and events crew arrive. Denim wall is taken down and so are the posters.
Shop opens for final day of sales
Events crew arrive, all The window stickers are equipment is taken into removed and the till is collected. the office for storage. Rails and mannequins are collected
Sales team take their The plywood fixtures half an hour lunches are taken down and breaks over the next two disposed of hours.
Deliveries from Display Sense, Be Furniture arrive along with stock. Managerial team begin visual merchandising and set up.
Sales team take their half an hour lunches breaks over the next two hours.
Window labels are delivered and mounted.
Drinks from Hoopers and Blk. Water arrive and are stored in the office
Space is cleared of event crew tools and is cleaned
Food from The Garden Catering Services arrive and are stored in office.
Sales team take their half Photographer arrives to an hour lunches breaks document the final day over the next two hours. of sales.
Photographer arrives and stays for three hours to hopefully catch the busiest sales time and photographs as many happy customers as possible
Once all the hired equipment and display features have been collected the shop is tidied and cleaned. The walls are given a fresh coat of paint if necessary and the space is returned to its original state.
If the shop is quiet a member of the sales team will be sent out to the nearby markets with promotional cards to help encourage business in the shop
Aroma diffuser and music player are collected by a member of managerial team
!
4:00 pm
5:00 pm
SATURDAY Sales team arrive and get dressed in merchandise, shop opens 9.30
4.30 Musician arrives and begins setting up his equipment. Team finishes for the day and work will be resumed the next day
!
Work finishes for the day
Branches are taken down from the ceiling
Sales assistants arrive and are briefed and dressed. Photographer arrives and begins taking pictures of the shop. The press are invited in to Shop closes, team the store, staff offer drinks goes home ready for and canapés. the next day of sales.
7:00 pm
Speech by team leader to the press to welcome them to the store and thank them for coming.
8:00 pm
Photographer captures the mood of the event and the press are encouraged to shop the collection.
9:00 pm
Shop closes and press leave, shop team are left to tidy up.
10:00 pm
Team finishes for the night
Shop closes after final day of sales.
Shop closes, team goes home ready for the next day of sales.
Crew finishes for the day
Crew finishes for the day and keys are given back to the landlord after their inspection to ensure the space is clean and tidy. End of project.
18
event evening There will be a press day held on Thursday 23rd April, in the evening with 50 relevant bloggers, photographers and fashion press attending. Canapes will be served which have been ordered with The Garden Corporate Catering Services, who have served at events previous for charity Comic Relief, and for Vivienne Westwood. Drinks that have been supplied by sponsors will also be distributed amongst the guests and press.
19
sponsonship The event has been sponsored by Blk Water, and Hoopers Alcoholic Brews. Both brands were selected as they portray a youthful and unique image, similar to the Marques’Almeida brand. Blk Water was chosen as it is cool and one of a kind, and is enriched with minerals, however unlike normal water, is of course, black. Hoopers also seemed like a perfect fit in order to offer an alternative beverage, as the heritage is strictly British. Although Marques’Almeida are of Portuguese heritage, their fashion inspiration and teaching has been London based, and they are a huge fan of the London fashion scene. Featuring flavours such as Dandelion and Burdock and Raspberry and Nettle, the brews set themselves apart from other alcoholic beverages as a brand, which is what Marques’Almeida do as well in the high end fashion world.
event staff An acoustic singer Jake, selected from Bands for Hire will also be present in order to create an atmosphere and provide entertainment throughout. The singer has been specifically chosen as he has a repertoire of songs associated with the youth code and in-keeping with Marques’Almeida’s brave persona, such as Nirvana and Kings of Leon. A student photographer from Central Saint Martins will document the event, and provide images of the shop before opening to the press, in order to capture the mood and essence of the popup store and to give an understanding of who Marques’Almeida are and what they represent. Staff have also been sourced from Central Saint Martins as MA have huge ties with the school, and it will offer great opportunity for the students selected. Five assistants will help with the event and will answer any questions the press may have and help all visitors and make their experience more enjoyable. The event will be held from 6:00pm-9:00pm in order to allow the press to fully immerse themselves within the event and the Marques’Almeida brand. Holding a press event will help people understand the inspiration behind the collections, spread awareness of the Marques’Almeida brand and reach a larger demographic, which will in turn attract more customers.
Suppliers Venue:
We are pop up Insurance provided by Events Insurance Services
Equipment:
Till (EPOS Syster and PDQ terminal) – New Horizons Safe – Amazon Aroma Diffuser and scents – Muji Music Player – Argos Shopping Bags – Carrier Bag Shop Promotional Cards – Print Express
Press Evening:
Drinks – Blk Water and Hoopers Alcoholic Brews Catering – The Garden Corporate Catering Services Music – Jake from BandsForHire
Displays:
Plywood – Wickes Denim – The Online Fabric Store Mannequins – Display Sense Rails – Be Furniture Ltd Window Display Vinyl’s - Purlees Window Stickers Tree Branches on Ceiling – Decorative Birch Posters on Wall – Amazon
Crews:
Staff – Central Saint Martins Fashion students Set up Team – Show Force Photographer/Videographer – Central saint martins student
22
budget A detailed list of where every penny of the budget was spent. Being sponsored by Blk Water and Hoopers Brews, this allowed for more money to be spent on decoration and layout in order to enhance the Marques’Almeida feel and for the concept to be fully explored. By falling slightly under budget, this also allows for some contingency money in case of emergencies and if any supplies are needed once the pop up has begun. By offering staff a fair wage, due to the venue being in busy London, this did take up a large amount of budget, however Marques’Almeida are a high end brand and it is necessary to create a reputation which mirrors the brand, especially with MA being an up and coming brand which not many individuals are aware of.
23
logistics Space: 19 Petticoat Goulston Road Dates: 21st April 2015 – 28th April 2015 8 Days at £1780 Insurance:
Public Liability insurance from www.events-insurance.co.uk Up to 2million insurance premium cost: 202.00 for up to four consecutive days
Timetable:
Tuesday 21st: Take photos of space as we are given it, work begins: painting, dĂŠcor, furniture installed. Wednesday: decorating continues, commissioned pieces are delivered and completed, stock is delivered. Thursday: cleaning and prep for press evening, food and drinks arrive, staff come in and are briefed. Band arrives and set up. 6:00pm the press are invited in, 6:30pm speech about the store by the manager is given. The shop will stay open until 9:00pm. Friday: Shop will open at 10:00am for the general public, shuts at 6:00pm. Saturday: Shop will open at 9:30am and shut at 6:00pm Sunday: Shop is open at 10:00am for browsing until 11:00am and will shut at 5:00 in order to coincide with Sunday trading laws. Monday: Remaining stock is collected in the morning, shelving etc is taken down and furniture removed. Tuesday 28th: Sweep and tidy, repaint walls if necessary, return space to original state.
24
shop Assistants:
All members of management team will supervise all decorating and preparation days. All members of management team will be present at the press evening. One member of the events management team will always be present in the shop during retail hours. We will employ five people to work in the shop as well. All members will work in the press evening and the public admission days. Staff will be recruited to work in the shop by contacting Central Saint martins and enquiring whether any of their fashion students would be willing to work over the four day popup. CV submissions will be accepted and then interviews will be offered to the most applicable candidates.
Hours
Thursday: 5:00pm – 10:00pm – 5 Hours. Friday: 9:00am – 6:00pm – 9 Hours. Saturday 9:00am – 6:00pm – 9 Hours. Sunday 10:00am - 5:00pm – 7 Hours Wage: 6.50 Per Hour Total Wages for thirty hours: 975.00
Press Event: Food:
The Garden Corporate Catering Services 150 canapes for 50 guests, 30 of each: Two vegetarian, two meat, one fish. Total Cost: 168.00
25
images https://www.marquesalmeida.com/bio http://1granary.com/wp-content/uploads/2012/09/19almeida191024x724.jpg http://www.independent.co.uk/life-style/fashion/features/london-fashionweek-jump-into-the-fray-with-marquesalmeida-9132009.html http://1granary.com/wp-content/uploads/2012/09/1granary_ MarquesAlmeida_SS13_lfw_21-1024x574.jpg http://1granary.com/central-saint-martins-fashion/graduates/ marquesalmeida-ss13/ http://kwame-vf.s3.amazonaws.com/wp-content/ uploads/2011/02/01030m.jpg http://www.bandsforhire.net/acoustic-music/item/69-jake Moodboard created by Chloe Soanes Front image with window stickers created by Chloe Soanes 8 photoshop images created by Chloe Soanes Floorplan drawn and photoshop edited by Chloe Soanes x2 Table devised by Holly Iles Floorplan drawn and Photoshop edited by chloe Soanes http://www.hoopersbrew.com/flavours.php http://ecx.images-amazon.com/images/I/61V%2BXMVh0QL._SX425_.jpg http://www.bandsforhire.net/acoustic-music/item/69-jake http://www.acme.org.uk/images_cms/csm2013.jpg Budget table devised by Holly Iles
26