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MISSGUIDED s t o r e proposal
UNIVERSITY OF HUDDERSFIELD SCHOOL OF ART, DESIGN AND ARCHITECTURE DEPARTMENT OF DESIGN Missguided Store Proposal Chelsea Wallis A Major Project submitted in partial fulfillment of the requirements for BA (Hons) Fashion Communication and Promotion Module THD 1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (26th April 2014)
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INTRODUCTION
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DESign ov erv i ew
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Competitor a n a ly s i s
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store logistics
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c o m pa n y a n a ly s i s
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workforce
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store proposal
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conclusion
CONTENTS 1.0 1.1
I N T RO D U CT I O N Aims & Objectives
01 02
5.0 5.1 5.2 5.3 5.4 5.5
d es i g n ov erv i ew Retail Floor Outlines Fixtures & Fittings Fitting Rooms Retail Features Consumer Journey
20 21 23 24 25 26
Sto r e Lo g i st i cs Store Windows Visual Merchandising Packaging Store Music The Missguide
29 30 31 32 33 33
2.0 c o m p et i to r a n a lys i s 2.1.1 Topshop 2.1.2 H&M 2.1.3 River Island 2.1.4 New Look
04 05 06 07 08
3.0 3.1 3.2 3.3
c o m pa n y a n a lys i s Core Values Target Audience Market Position
09 10 11 12
6.0 6.1 6.2 6.3 6.4 6.5
4.0 4.1 4.2 4.3 4.4
sto r e p ro po sa l Store Design Location & Rationale Floorplans Retail Concept
14 15 16 17 18
7.0 Wo r k fo rc e 7.1 Recommended Staffing 7.2 Uniform 7.3 Retail Procedures 7.4 Staff Amenities
34 35 38 38 39
8.0
C o n c lu s i o n
40
9.0
r efer en c es
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I n t ro d u ct i o n The purpose of this document is to outline the proposed plans for online retailer Missguideds’ expansion onto the British high-street with a store launch in Manchester City Centre. Following rapid success and growing sales online, the opportunity has arrived for the brand to enhance and engage with their consumers in a physical outlet.
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The retail setting will serve as a visual reflection of the brand personality and ethos, which is continually communicated to consumers. The store design aims to embrace the Missguided values of creativity, style, youth and confidence in a distinctive and innovative design that provides outstanding customer service, ensuring the brand maintains a strong reputation.
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1.1 A i m s a n d O bj ect i v es Aim: The store design will communicate the brand ethos of creativity and style in space that connotes a sense of community where customers will receive a fully integrated multichannel experience.
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Provide an unrivalled and high standard of customer services.
Create a fully immersive brand experience, combining offline and online strategies.
Create a space that encourages consumers to be confident with their personal style.
Create incentives that encourage consumer loyalty.
t h e st o r e d es i g n w i l l c o m m u n i cat e t h e b r a n d e t h o s o f c r e at i v i t y a n d st y l e i n a s pac e t h at c o n n o t es a s e n s e o f c o m m u n i t y w h e r e c o n s u m e rs w i l l r e c e i v e a f u l ly i n t e g r at e d
m u lt i c h a n n e l
experience.
- Missguided Store Proposal Primary Aim
C o m p et i to r A n a lys i s
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As part of the research process, a selection of stores housed within Manchester Arndale Centre (the proposed store venue) have been analysed to gain an understanding of how competitors communicate their brand message to consumers. Assessing the youth fashion market will provide an insight as to the strengths and weaknesses of other brands, and what concepts Missguided can improve to attract consumers with fresh ideas. The following stores have been appraised based on their significant qualities to inform Missguided so that they will deliver a competitive advantage.
2.1.1
To ps h o p
Topshop is one of the leading retailers both internationally and on the British high-street, the store aesthetic is inspiring and spacious, making it fun for consumers to browse. The fixtures and dĂŠcor differentiate for each collection to attract attention, and ultimately drive sales. Set over three floors, and partnered with Topman, the product selection is large and slightly overwhelming. However the customer journey is exciting paired with services such as personal styling consultations and a beauty bar where consumers can opt for product trials and makeovers with a professional make-up artist. Such components mirror the brands personality and are designed to maximise the target consumers shopping experience.
Fig 1: Topshop Retail Design
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2.1.2
H&M
The store design emphasises the brand identity and Swedish heritage, with a spacious minimal and white aesthetic. Clothing is presented in eye-catching displays, with mannequins demonstrating alternative ways to style the products echoing the brand values of sustainability, style and substance. Merchandising is consistent in all stores, to present a clear and coherent message to consumers. The clean and simple dĂŠcor allows the product selection to stand out, and aids toward a relaxing environment. The store successfully carves its own retail design as it is unique and innovative, utilising space to merchandise stock. Overall, the store commendably creates a minimal clean aesthetic that is reflective of the brand and its ethos.
Fig 2 and 3: H&M Mannequin Display
2.1.3
River Island
River Island occupies a large two floor premises within the Arndale centre, and due to its corner positioning it instantly attracts attention. The window displays translate the fierce, confident and stylish characteristics of the brand. The store has recently been refurbished in an attempt to improve the brands physical identity so that it correlates with the brand personality, and promotional strategies. The store interior features a white brick wall backdrop that reflects the brands urban style credentials, this is strengthened by industrial style lighting and fluorescent signage, placed among metal trellis. The bright industrial thematic continues throughout the store, with mannequins positioned atop neon stands, and a variety of clothing rails are utilised to display merchandise to compliment the store aesthetic. The design reflects a juxtaposition of the old and new, showcasing vintage fixtures paired against colourful backdrops. Partnered with loud chart music, and video installations showcasing promotional footage, the store delivers an immersive environment where consumers are immersed in the River Island persona. Fig 4 and 5: River Island Retail Design
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2.1.4
New Look
The retail concept has a boutique aesthetic, which suits the brands feminine and pretty identity. The white dĂŠcor is complimented with black illustrations that represent the young and creative target audience. The store connotes a spacious and airy feel with no formal separations or walls so that the entire shop floor is visible to consumers to browse at their own leisure. The shoe lounge is the main focus of the customer journey, with rows of shoe units curved around glamorous furnishings for consumers to relax and try designs. Ultimately, the retail design is basic and delivers a simple shopping experiences echoing the brands value fashion status.
Fig 6 and 7: New Look Store Design
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C o m pa n y A n a lys i s
3.1
Core Values
Missguided are a young and vibrant retailer who aim to provide catwalk and celebrity inspired trends at affordable prices for their target audience. The brands key messages communicate an element of fun, confidence and creativity, which is achieved by using stylish prints and shapes in their clothing designs, maintaining the website aesthetic daily with strong visuals and styling. The company update their product selection weekly, to ensure the consumer always have a fresh choice, and instant access to the latest trends as they emerge, and stay ahead of competitors.
We know how important it is to look your best; therefore it is essential that our prices are affordable for everyone. We believe fashion is a right not a luxury!
Missguided (2014)
The brand essence is not focused on purely selling clothes, but also providing fashion industry insights and style advice via their daily updated blog. Missguided have a dynamic social media presence through which they continuously communicate details of new stock, promotions and competitions to engage with the target consumer. The brand focuses heavily on the three core values of affordability, accessibility and customer service, to provide a simple yet exciting shopping service that maintains a happy, satisfied and stylish consumer.
3.2
Target Audience
The target demographic has been identified into three core subgroups; the Stylish Professional, the Determined Dreamer and the Cautious Creative. Whilst all of the groups have different characteristics, they unite in their creative persona and interest in fashion. These consumers are absorbed in their quest to adopt the new, and find inspiration from peers, fashion magazines, online platforms, the media and celebrities. For further information, please refer to the marketing strategy for a detailed outline of each target segment.
Fig 8 and 9: Missguided Target Consumers
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3.3
Market position
Missguided have yet to open a physical shopping outlet, and currently operate solely through their website. Through the website the brand offers 24/7 accessibility to shop, which meets the consumer’s unpredictable demands and combined with next day delivery options reinforces Missguided’s core value of giving the consumer, what they want, when they need it. However, online shopping also presents barriers that deter consumers from making a purchase such as issues related to sizing, returns and predominantly delivery – which served as a main complaint by consumers on the brands Facebook page. Research indicated that consumers are growing increasingly dissatisfied with online shopping in general (Tuttle, 2013) and that young consumer’s favour shopping in-store rather than online due to the enjoyment factor (Youth Fashion UK – Mintel, 2013).
The proposed plans for the store launch aims to integrate both the online and in-store activity to present a seamless multichannel approach to the target consumer. The store also aims to build a space where the brands character will be translated vibrantly, echoing the brand message to Missguided’s target markets and within the industry.
Fig 10 and 11: Missguided Website
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4 sto r e p ro po sa l
4.1
Sto r e D es i g n
The retail setting will reference the brand values and build a strong visual experience to captivate the attention of the target audience. The store aims to embrace a sense of community that transfers the core brand values in a stylish and accessible format to ensure successful longevity. The store will also reinforce the brand identity to build and raise awareness so that the retail outlet is a hub that strongly encompasses the elements of creativity, desirability and trend innovation. These attributes will feature throughout Missguided’s online and offline strategies to create a consistent identity to attain loyal consumers, and an immersive experience. It is a key objective for the brand to maintain an innovative and unrivalled store atmosphere, to successfully compete in the market. The store design will integrate with online communications to present a seamless multichannel aesthetic that will allow consumers to fully emerge with the brand persona, and generate a personal relationship with individuals through the means of a store that will encourage brand loyalty and potential sales for Missguided. 15
4.2
Lo cat i o n a n d R at i o n a le
The store will be located at Unit 5, Market Street within Manchester Arndale Centre. The Missguided flagship store will be placed amid one of the prime shopping locations in the city centre. Manchester’s retail district is popular with locals and tourists, with will help establish the brands expansion onto the high-street, and within the youth fashion market.
In comparison to London where the market is extremely competitive and occupied, Manchester preserves a fresh and youthful dynamic, where the brand won’t become overshadowed. The location also strengthens the brands heritage as the city is the birthplace of Missguided and a transcendent residence to celebrate five successful years of business.
Located within the Exchange Court, the retail space is surrounded by brands such as River Island, Topshop, Lipsy and New Look that all attract the target consumer. Being situated within the area will allow Missguided to compete effectively and entice potential customers.
Overall the Unit 5 retail space is a 1622sq ft., one floor premises, which is a valid, feasible and financially stable venture for the first flagship store.
Manchester city centre is regarded as one of the most popular retail destinations outside London, and encompasses the creativity and cultural trends that Missguided promote.
4.3 Flo o r
P la n s
The retail space has been reviewed to ensure that the plans adhere to the disability discrimination act, as an one floor grounds the need for a lift is unnecessary, however it is fundamental that the shop floor remains spacious to ensure the store is accessible and allows freedom of mobility. As a small retail space, the store will integrate with the website, with some collections being online exclusives to encourage consumers to continue to purchase from the ecommerce store, and also facilitate for the high stocktake the brand occupies.
Fig 12: Missguided Store Floorplan
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4.4
Retail Concept
The store concept aims to immerse consumers into the world of Missguided, with a physical reminder of the brand that innovatively embraces the brand ethos.
References such as visuals and tablets will be positioned in-store to encourage consumers to engage with the Missguided website whilst they shop in-store.
The design perception aims to replicate the branding and the minimal aesthetic of the website scheme. The fixtures and fittings are inspired by the pick and mix nature of Pinterest and Tumblr that are heavily used by members of the target audience. The wall merchandising units will display products as trend sets to stimulate consumers’ style choices.
This will emphasised with in-store and online services scheduled to coincide with the store launch such as a loyalty card scheme and click + collect amenities. Further information affiliated with these concepts is outlined in the marketing plan.
This notion of subtle style advice will translate throughout the store, complimenting visual merchandising with hints and tips to empower consumers and drive sales. As mentioned beforehand, the store will integrate with online communications to present a multichannel environment for individuals to browse.
The mood-board of images on the next page, demonstrates the basis of the store concept and were created with the purpose of informing third parties to the proposed visual.
Fig 13: Store Concept Moodboard
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5 d es i g n ov erv i ew
5.1
R eta i l Flo o r O u t li n es
The store design concept will combine the old and new to create a retail space that is visually stimulating and establishes the brand identity. The walls, ceilings and flooring will be painted white to emphasise the retail space and express a clean and bright aesthetic. The all-white dĂŠcor will allow the fixtures, fittings and visuals to stand out and attract interest. The rear wall will feature white painted bricks to add texture and avoid the space looking clinical and intimidating. The wall units will be crafted from wooden chipboard with neon accents to compliment the design. The cabinets replicate the aesthetic of a walk-in wardrobe with shelving, boxes and a variety of dress rails to display products. The fixtures incorporate metal mesh as a background which will allow further merchandising opportunities as clothing can be hung on the background to promote popular outfits, or celebrity inspired looks. The same design aesthetic will continue onto the fixtures for the remainder of the store, with acrylic, chipboard and metal framework as the core materials to express a branded and consistent theme throughout the customer journey. Further information regarding the fixtures and fittings is outlined in section 5.2.
Despite the brand’s ecommerce success, Missguided are a new brand on the high-street market therefore reinforcing the brand identity and personality is key. The colour theme of pink, black and white will be incorporated stylishly into the design concept. The Missguided persona extrudes confidence, style, fun, honesty and loyalty; this characteristics have been considered with all design attributes to ensure the store embodies and reflects the brand. Missguided do more than sell just clothes, they inspire, inform and help customers with style advice and helpful tips. This sense of inspiration will be visible throughout the store, with visuals positioned next to displays and/or tags attached to clothing hangers. These promotional strategies will demonstrate the versatility of the product, a celebrity look incorporating a certain item or what body shape the garment would complement, all with the ambition to motivate consumer confidence and purchase intention.
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The flagship store aims to integrate online and offline communications, therefore tablets, free Wi-Fi and digital installations will encourage the consumer to engage with the brands internet platforms. Upon entering the retail space the consumer will become immersed in the Missguided world, the design concept will captivate the target customer and provide a fun environment to browse and shop. The following page demonstrates the proposed vector plans for the store design, which achieve the brands aims whilst maximising the existing retail space. Please refer to 5.5 for visuals of the floor-plan.
5.2
Fi xt u r es a n d Fi tt i n g s
The store will feature a variety of fixtures and fittings designed appropriate to the thematic of the store concept. Wooden chipboard, transparent acrylic and metal wire materials will form the foundation of the display units. The chosen materials fulfil the ‘modern vintage’ theme of the design concept. The brand’s colour scheme of white, black and pink hues will be injected into the aesthetic, with bright pink branded dress rails to display merchandise. Additionally clipboards will be positioned alongside products to promote outfits within the unit and that aim to inspire consumers and push sales. Three LED monitors are located behind the cash desk, it is anticipated that they will showcase promotions, and campaign images to continuously engage with consumers whilst they are paying, or waiting to be served. The store concept designs objective is to establish the brand aesthetic in an eye-catching and creative discipline that will attract the target audience into the store on a weekly basis and provide a fun and relaxing experience.
Fig 14: Example of Visual Merchandising
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5.3
Fi tt i n g Ro o m s
The changing rooms aim to provide a relaxing and social experience for consumers and their shopping partners. The curved placement of the cubicles promotes an open space where consumers can engage and exchange thoughts, comfortable seating will be provided along with the Missguided look-book and an assortment of fashion publications that are popular with the target market. The fitting rooms will demonstrate the interactive and innovative features the brand have installed to improve the in-store experience. The mirrors installed within each cubicle will be integrated with touch-screen sensory enabling customers to select different sizes, or alternative items within the store without leaving the changing rooms. This information will be alerted to sales assistants via Ipad devices, this service aims to increase customer satisfaction and deliver a more efficient facility. Sales assistants will also be able to administrate sales from the fitting rooms, so that consumers can pay for clothes as they try them on to avoid queues at the till points.
Fig 15: Fitting Room Design Inspiration
A coffee table will be utilised to merchandise jewellery and accessories, encouraging consumers to browse the selection whilst waiting for their friend, this objective aims to increase the possibility of impulse purchases.
5.4
R eta i l Feat u r es
Free Wi-Fi will be available for customers, and staff to use during their lunch breaks. Providing free and instant connection to the internet will entice connected consumers and aims to deliver an interactive component to the retail setting. Consumers will be encouraged to document and share their retail experience on social media that will strengthen the stores’ core value of creating a sense of community. Additionally the free Wi-Fi will act as an incentive for consumers to browse the exclusive to online range on the website, whilst in the flagship. Wi-Fi will also aid to the productivity and services staff can provide, as it would allow them to check stock on their tablet devices rather than leaving the shop-floor. They would be equipped to deliver a quick and efficient service.
Continuing the theme of instant accessibility, the cash-desk will operate a contactless payment system to provide a quick and fuss-free transaction. Secondly, clothing tags will feature a QR code, which can be scanned by the consumer on their smartphone device, and will direct them to a virtual catwalk so that customers who are time restricted can see what the garment looks worn, rather than visiting the fitting rooms. The store launch will also introduce the store loyalty card, for every item a consumer purchases either online or in-store, they will receive points that transfer into monetary spend on future transactions. Card members will also receive exclusive discounts and promotions. Further information regarding the loyalty card scheme can be found in the marketing plan. To integrate with the online platform, the store will offer a click and collect service, this will allow customers who have already began interacting with the brand to continue their experience in-store. To act as an incentive, Missguided will reward customers who use the service with a ÂŁ5 gift voucher for the first month of the store opening. Following current retail procedures, students with a valid NUS card will receive a 10% discount all year round. 25
5. 5
C u sto m er J o u r n ey
The customer journey time is anticipated to last between 20-30 The changing rooms are also located at the back of the store, and minutes. The maze format of the store design aims to maximise feature six cubicles to elevate the possibility of queuing, which may lead to consumers losing patience and leaving the store. consumer browsing and consequently, sales. Upon entering the retail space, the consumer will be greeted with the The pay point is situated in the centre of the store, enabling the new arrivals merchandising display, which will appeal to the attributes consumer to browse the merchandise in a sporadic motion before making a purchase. The central location also presents the opportunity of the Stylish Professional. of additional purchases, as the consumer may be greeted with another The wall fixtures will display a selection of products, with certain items product they wish to buy as they exit. being folded on shelves to maximise the amount of stock on display. The mesh backgrounds will act as a function to hang complete outfits that have been fashioned by the personal stylist. Mannequins are positioned among the standing fixtures to exhibit the collection and act as a focal point to inspire consumers. The clothing on display will be positioned surrounding the mannequin to ensure the target customer can find exactly what they are looking for. As customers reach the rear of the store, they will be enticed into the ‘Shoeniverse’ a circular hub exhibiting the brand’s stylish shoe collection, provided with seating that reflects the brand identity that consumer will be able to relax whilst indulging in the diverse range of footwear.
Fig 16: Store Digital Window Display
Fig 18: Missguided Store Layout
Fig 17: Missguided Store Fitting Room Layout
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Fig 19: Shoeniverse Shoe Lounge Area
Fig 20: Cash Desk View
Fig 21: Rear View of Store
Fig 22: Front View of Store
6 sto r e lo g i st i cs
6.1
Sto r e W i n d ows
Prior to the store launch, the window display will feature a large poster highlighting the impending store launch, utilising visuals from the spring/summer campaign shoot. This aims to draw attention and raise awareness of the store launch. The window display is the consumer’s first point of access to the brand, and it is important that the display establishes the brand ethos to entice the general public to step inside. The display will feature a digital screen showcasing a selection of creative and moving imagery. The video will play campaign footage, slow motion outtakes and project the brand persona (fig 16). All of the clips will be filmed at the Missguided studio space within the headquarters, unless the seasonal campaign is shot on location.
The digital window aims to attract and engage with the target consumer, in an innovative format that will provide inspiration and addictive viewing for the passer-by. This technological installation will not only enable Missguided to showcase competitive window displays, but also provides an additional platforms to communicate future promotions. The technological nature of the window display correlates with the brands online communications, and demonstrates the core brand values of creativity, confidence and being one step ahead.
6.2 V i s ua l
M erc h a n d i s i n g
Clothing will be positioned into sections dependent on capsule trends, and where appreciate outfits will be paired together to encourage a bulk purchase. Displaying merchandise in trend segments aims to inspire consumers as each product will mix and match to complement the remainder of the product selection.
The mannequins will demonstrate key pieces from the seasonal campaigns, and used to promote trending clothing and accessories. The visual merchandising concept aims to deliver inspiration and style advice to consumers, which will encourage purchases and continue to entice consumers because the brand will generate a reputation for its edgy styling and attention to trends.
The merchandise will display four of each size (6, 8, 10, 12, and 14) for each product, all items are to be steamed before being displayed and a folding table will be provided to ensure the store retains a high quality standard. The display board wall feature will accompany the ‘Outfit of the Day’ promotion see fig 18. The board will be updated daily with a complete outfit that will be available for customers to purchase at a discounted rate. The ‘Blogger Favourite’ labels attached to products by bloggers at the media launch event will be visible for the month following the event, and continue to be a prominent aspect of merchandising strategies that will integrate with the companies blogger outreach programme.
Fig 23: Outfit of the Day Example
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6.3
Pac kag i n g
All items will be packaged in black matte bags, with white rope handles, branded with the Missguided logo. The design will also expand onto the shoe-boxes to maintain a consistent identity. Clothing will also be wrapped in pink tissue paper to protect the garments and to provide a personal touch. Environmentally friendly canvas shopping bags will also be available for consumers to purchase. Products from the Missguided premium range will diffuse from the standard packaging, to promote awareness of the collection to fellow consumers, and add an aspect of exclusivity to the range. The packaging will reflect the concept of the standard carrier bags, however they will be printed with the PEACE + LOVE and available in a grey hue. Additionally branded garment bags will protect clothing from the premium collection.
Fig 24: Missguided Packaging Design
6.4 Sto r e
Music
Music will enhance the consumer experience and reinforce the brand personality. To entrap the target market, a variation of fresh house, dance and indie music will be programmed on a playlist to appeal to the demographic, and encourage consumers to continue to browse at their own leisure. Furthermore, a live DJ will appear in-store the first Saturday of every month to heightens the brand’s credentials with undiscovered music talent and accompany promotional offers that will entice consumers to continuously visit the store. Sound levels will be moderate to ensure that conversation between staff and customers is not inhibited.
6.5 T h e
M i ss g u i d e
The Missguide is monthly in-store magazine that will be free to all consumers and visitors to the store. The magazine will utilise Blippar technology, enabling customers to shop the products featured within the contents direct from their smartphone or tablet device. To do so, customers will scan images using their mobile device where-ever there is a sign. The magazine aims to communicate the brand values in a visually enticing and stimulating aesthetic. The content will integrate with online features and continue to build on the Missguided persona. The Missguide will also be available to read in a digital format on the brands pre-existing mobile app. Please see the additional materials, for a full copy of The Missguide.
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7 wo r k fo rc e
7.1 R ec o m m en d ed
Sta ffi n g
Fifteen members of staff will be employed at the flagship store, to ensure that store standards combined with a high level of customer service is sustained at all times. Position Store Manager
Number of Staff 1
Contract 40 hours per week
Role Responsible for •Tracking Sales •Stock Audits •Reinforcing Brand Communication •Store Standards •Customer Service •Store Maintenance
Assistant Manager
1
35 hours per week
Responsible for •Recruitment and Training •Staff Rota •Customer Queries •Floor Supervision •Monitoring and Ordering Stock •Customer Service
Supervisor
1
40 hours per week (Weekday)
2
16 hours per week (Evening & Weekend)
Responsible for •Administrating Jobs •Motivating & Monitoring Staff •Customer Queries •Customer Service •Store Standards
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Position Personal Stylist
Number of Staff 1
Contract 40 hours per week
Role Responsible for •Personal Style Consultations •Store Standards •Customer Service •Visual Merchandising
Retail Assistant
2
40 hours per week
Responsible for •Deliveries •Customer Service •Stock Audits •Sales •Store Standards
3
20 hours per week
Responsible for •Assisting Deliveries •Sales •Customer Service •Store Standards
4
16 hours per week
Responsible for •Sales •Customer Service •Store Standards
Full time employees will be contracted to arrive an hour before the store opens to ensure the retail environment meets standards of cleanliness and that products are stocked in preparation for the working day. Part time staff (20/16 hour contracts) will work during the evenings to assist with the store closing period. Staff would be paid above minimum wage to reflect the high standard of service they will be trained and expected to demonstrate. The wage would be set at ÂŁ7.95 per hour, at a competitive rate to sales assistants at other companies. This will accompany the incentive of a 30% staff discount, and first glimpse at all future collections and/or collaborations. All members of the Missguided team will be treated in the same respect, and being the only store within the company enables direct communication with the head office. This will ensue that all employees feel valued and attributed to Missguided as much as the consumers do.
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7.2 U n i fo r m
7.3
R eta i l P ro c ed u r es
Staff will act as style role models, and dress in clothing from the brands All members of staff will receive intensive training prior to the store product selection to inspire consumers and establish the brands opening, and their contractual start date if employed following the reputation as a trend-setter. launch. To encourage staff to maintain their own individual style, a member of staff will be rewarded daily as a ‘style icon’ to motivate employees, the ‘style icon’ will also be featured on the Missguided Instagram feed to promote the products they are wearing and raise awareness.
Training will focus on exceeding customer service, with particular attention demonstrated on welcoming and addressing consumers in a friendly and unintimidating manner, ensuring all individuals are treated the same.
Staff will also be expected to maintain personal grooming standards, Each member of staff will be expected to exhibit the Missguided and presented with a Missguided lanyard enabling consumers to ethos, and have a wide knowledge of product information, as well as identify staff if they require assistance. current fashion trends so that they can advise and help consumers to find exactly what they are looking for. To encourage understanding, all staff will obtain a copy of the brand hand-book and receive training when they brand introduces new concepts and products to ensure staff are always in touch with the brand so that they can provide an unrivalled service.
7.4 Sta ff
A m en i t i es
A sufficient staff room accommodated with a kitchen, lockers and seating facilities is located to the rear of the building, so that employees have a space to store personal belongings whilst at work. The facilities will ensue that Missguided upholds procedures and provides a fun and relaxing atmosphere for all employees. Style magazines and company materials will also be available for staff to look for inspiration. To reassure staff to maintain uniform standard, an employee discount of 30% will be available on all products.
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8
c o n c lu s i o n
8.0 C o n c lu s i o n In conclusion, the flagship store aims to establish Missguided onto the The store window will be installed with a large LED screen to attract British high-street so that they effectively compete in the market. attention and entice customers to visit the store. This initiative allows flexibility as it can be adapted easily so the brand can easily update The location is situated in a prime shopping area, which is popular the moving images to comply with trends, or new collections. This with regional and foreign tourists. Expanding the brand with store in interactive component is extended in-store with free Wi-Fi, Manchester emphasises their heritage and identity, as well as cement contactless payment systems, tablets and consumer orientated services. the brands positioning in the affordable fashion market. Launching These amenities convey Missguided’s creativity and give the brand a in a northern premises, also illustrates that Manchester is an up and competitive advantage within the market. coming city to rival London. Staff will receive intensive training to ensure that they deliver a high The store design concept is fresh and interactive, drawing inspiration standard of customer service to enhance the consumer journey and from Tumblr and Pinterest interior trends that resonate with the target maintain the brands reputation. audience. The retail design aims to deliver a sense of community that transfers the brand values and personality into a physical setting. The Overall, the store will exhibit an immersive multichannel environment nature of the store design, and in-store services and promotions will that will encourage a high level of brand engagement whilst effectively encourage visitors to the store, thus creating an impact on sales and promoting and communicating the brands core messages and values, orchestrating brand loyalty. that will positively inaugurate Missguided among competitors and the target audience.
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9
r efer en c es
AC K N OW LED G M EN TS Acknowledgments to Natalia Semeniuk who designed the 3D store designs, and Andrew Campbell who designed the packaging format. R EFER EN C ES 1. Missguided – About Us (2014). Missguided. Retrieved from:www.missguided.co.uk/about 2. Tuttle, B. (2014). Online Shopping: More Popular (Yet Less Satisfying) Than Ever | TIME.com. Retrieved from http://business.time.com/2013/01/03/online-shopping-more-popular-yet-less-satisfying-than-ever/ 3. Mintel (2013). Youth Fashion - UK. Academic.mintel.com. Retrieved from http://academic.mintel.com/display/638326/ I M AG E R EFER EN C ES Fig 1. KL Creative. (2014). Topshop Store Interior. [image online] Retrieved from http://payload56.cargocollective.com/1/7/224232/3422475/kl-creative-topshop-newstore1.jpg Fig 2. Bridgeofmemories.com,. (n.d). H&M Mannequin Display. [image online] Retrieved from http://i1290.photobucket.com/albums/b534/retaildesigns/ Hand%20M%20Store%20Regent%20Street/20130313_153516_zps89ceee49.jpg Fig 3. H&M Visual Merchandising. (n.d). [image online] Retrieved from http:// retaildesignblog.net/wp-content/uploads/2011/11/H-M-store-Las-Vegas-02.jpg Fig 4. Pinterest,. (n.d). River Island Front of House. [image online] Retrieved from http://media-cache-ec0.pinimg.com/originals/48/08/3a/48083a7e10a4cdbc632f0eecef6b4852.jpg Fig 5. Pinterest,. (n.d). River Island Shoe Display. [image online] Retrieved from http://media-cache-cd0.pinimg.com/736x/8c/3d/a0/8c3da020e53f20ed0d1e9911b7f469e6.jpg
Fig 6. Retail Design Blog,. (n.d). New Look Shoe Lounge. [image online] Retrieved from http://retaildesignblog.net/wp-content/uploads/2012/09/ New-Look-store-Checkland-Kindleysides-Nottingham.jpg Fig 7. Retail Design Blog,. (n.d). New Look Illustrated Staircase. [image online] Retrieved from http://retaildesignblog.net/wp-content/uploads/2012/09/ New-Look-store-Checkland-Kindleysides-Nottingham-06.jpg Fig 8. Pinterest,. (n.d). The Blonde Salad. [image online] Retrieved from http:// media-cache-ec0.pinimg.com/736x/ab/01/67/ab0167d1e7b1719b1d6be7f3361ea1dc.jpg Fig 9. LLYMLRS.COM,. (2014). Fashion Blogger Lily Melrose. [image online] Retrieved from http://media-cache-ec0.pinimg.com/736x/da/c6/8f/ dac68fb11303d682ff361ac27b2d8eb3.jpg Fig 10. Missguided,. (2014). Home Page. [Screenshot] Retrieved from http:// www.missguided.co.uk/ Fig 11. Missguided,. (2014). The Missguide | Social. [Screenshot] Retrieved from http://www.missguided.co.uk/social Fig 12. Semeniuk, N. (2014) Missguided Store Floor Plan. [Photograph] In possession of Natalia Semeniuk: Huddersfield. Fig 13. Wallis, C. (2014). Missguided Store Concept Moodboard. [Photograph] In possession of Chelsea Wallis: Doncaster. Fig 14. Topshop,. (2014). Personal Styling Outfit Plan. [image online] Retrieved from http://media-cache-ec0.pinimg.com/736x/7f/83/7f/7f837fd8d2d0d8f90dd 4d689f909bdc8.jpg Fig 15. Retail Design Blog. (2013). New Look Changing Rooms. [image online] Retrieved from http://retaildesignblog.net/wp-content/uploads/2012/09/ New-Look-store-Checkland-Kindleysides-Nottingham-05.jpg Fig 16. Semeniuk, N. (2014) Missguided Store Visual. [Photograph] In possession of Natalia Semeniuk: Huddersfield.
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Fig 17. Semeniuk, N. (2014) Missguided Store Fitting Room Visual. [Photograph] In possession of Natalia Semeniuk: Huddersfield. Fig 18. Semeniuk, N. (2014) Missguided Store Visual. [Photograph] In possession of Natalia Semeniuk: Huddersfield. Fig 19. Semeniuk, N. (2014) Missguided Shoe Lounge Visual. [Photograph] In possession of Natalia Semeniuk: Huddersfield. Fig 20. Semeniuk, N. (2014) Missguided Cashpoint Visual. [Photograph] In possession of Natalia Semeniuk: Huddersfield. Fig 21. Semeniuk, N. (2014) Missguided Store Rear View Visual. [Photograph] In possession of Natalia Semeniuk: Huddersfield. Fig 22. Semeniuk, N. (2014) Missguided Front Of Store Visual. [Photograph] In possession of Natalia Semeniuk: Huddersfield. Fig 23. Missguided,. (2014). Outfit of the Day. [image online] Retrieved from http://media-cache-ak0.pinimg.com/736x/93/23/4c/93234ceef51eacf64c34807a59253be8.jpg Fig 24. Campbell, A. (2014). Missguided Packaging Design. [Photograph] In possession of Andrew Campbell: Doncaster.
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