POP-UP SHOP PROJECT CORINNE SYQUIA FASM 410: RETAIL MANAGEMENT
TABLE OF CONTENTS PROJECT OVERVIEW 3 PART 1: CONSUMER AND COMPANY INFORMATION 5 WHAT IS NUDESTIX? SWOT ANALYSIS THE CUSTOMER PRODUCT OFFERING COMPETITORS PERCEPTUAL MAP
PART 2: LOCATION AND STORE DESIGN THE CRITERIA THE CANDIDATES THE CITY THE LOCATION THE CONCEPT STORE DESIGN THE PHOTO BOOTH THE SKETCH ARTIST
PART 3: PRODUCT CHOICE AND ASSORTMENT PLAN ASSORTMENT PLAN #BORN THIS WAY CUSTOMIZABLE TIN FLOOR PLAN PLANOGRAMS
6 8 9 10-11 12-13 14 17 18 19 20 22 24 26 28 30 33 34-35 36-37 38-39 41-40
PART 4: PROMOTION 43
SOCIAL MEDIA 44-45
APPENDIX 48-50 SOURCES 51-52
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PROJECT OVERVIEW
Nudestix is an indie makeup brand where all the makeup comes in an easy crayon format with neutral, flattering colors for all skin tones. The brand had one philosophy: to make you look like the best version of yourself. It’s a simple concept, but is incredibly revolutionary in its simplicity. Although Nudestix has grown in popularity over the course of its relatively short existence - its products are now sold in several Sephora and Urban Outfitters stores in the US - the brand is unfortunately not as well known in Hong Kong. Considering the bustling, fast-paced environment that Hong Kong is known for, I believe that Nudestix has plenty to offer the Hong Kong consumer, with its efficient and minimal approach to beauty. The purpose of this pop-up store therefore is to bring awareness of the brand to the customer, and to drive traffic to the Nudestix counter in Hysan Place. The Pop-up shop will primarily target the young millennials: tech-savvy individuals who use social media platforms like Instagram as a means to share information. By targeting to this demographic, Nudestix may be able to be known to a wider audience and thus improve their business in Hong Kong. The project will also explore other means such as a company analysis, competitor analysis, and location analysis to examine the feasibility of the pop-up. It will also include the interior design, assortment plans, and promotional activities, 3
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PART I:
CONSUMER AND COMPANY INFORMATION
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WHAT IS
?
THE FOUNDERS (left to right): Jenny Frankel, and her daughters Ally and Taylor
It all started when Jenny Frankel - a former chemical engineer to MAC and CoverFX - noticed the attitude her daughters Ally and Taylor had towards makeup: they didn’t care for it at all. They preffered sleeping in and checking their Instagram accounts over getting ready. Also, they didn’t do color and didn’t put a lot of effort into it - in fact, if the makeup took more than 3 to 5 minutes, they wouldn’t bother with it. Thus, in 2014, after observing her daughters some more and conversing with them, they launched NUDESTIX: a makeup brand that places an emphasis on easy, natural beauty. Coming in a convenient pencil format, Nudestix employs an easy “swipe and go” method of application, and come in neutral colors that are flattering on every skin tone. The best part: they believe that looking good doesn’t require a lot of time and effort. An effortless, perfectly undone look can be achieved in just about 5 minutes. Nudestix is a brand that believes that a nude look is a perfect look for every face. We were all born with a unique look, so don’t cover it up with lots of makeup! 6
GO NUDE, BUT BETTER.
EACH TIN HAS A MIRROR BEHIND THE COVER
A TIN CAN HOLD UP TO 6 PENCILS (THAT SHOULD BE ENOUGH FOR THE WHOLE FACE!)
EACH PENCIL COMES WITH ITS OWN REUSABLE TIN AND SHARPENER, AS WELL AS A SHEET OF PAPER WITH INSTRUCTIONS AND A MESSAGE FROM ALLY AND TAYLOR. 7
SWOT ANALYSIS
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STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
• Pencils come in flattering colors • Pencil format makes convenient, on-the-go application • Jenny Frankel’s experience helps boost the company’s brand image as an effective brand • Each pencil comes with a reusable tin and a sharpener • Formulated for sensitive skin • Cosmetics Executive Women’s Beauty Award Winner for the Indie Brand Beauty Award, 2015 (Women’s Wear Daily, 2015) • Their skincare pencils cater to a variety of needs such as mattifying and moisturizing
• Tins and sharpeners don’t come separately •Nudestix doesn’t come out with seasonal palettes, which is how cosmwtics brands generate sales • Lack of variety of formulae means that the makeup won’t suit certain skin types. • Only available in T Galleria (DFS)
• There is a trend in the Hong Kong market to follow the “no makeup makeup look” (Euromomitor, 2015) • Brown mascara is used in Hong Kong to emulate a natural look and is something Nudestix doesn’t have yet. (Euromomitor, 2015) • Sun protection is an integral part of the Hong Kong consumer’s beauty regimen, (Euromomitor, 2015) so they can develop products with SPF. • The Hong Kong market has a preference for Western makeup brands (Inside Retail Hong Kong, 2015)
• The presence of more established brands means that a brand as small as Nudestix might not be given as much attention • Retailers like Sasa have a variety of products with a variety of prices. • The introduction of Korean cosmetic brands is a threat because of their reputation for being effective as well as cheap.
THE CUSTOMER
The customer I am targeting is the young female Hong Kong millennial aged between 18-22.
PHOTO: PINTEREST
A recent study conducted by Text 100, a communications agency, shed some light on the behavior of Hong Kong Millennials. A significant part of this customer’s life is centered around social media., where, the study reports, millennials share their lives through photos and video. Platforms like Facebook and YouTube were widely used, but Instagram was found to be twice as popular among this age group (Warc, 2014). In terms of personality, the study reported that Hong Kong millennials were described as “hard working pragmatists who dislike superficiality and arrogance.” (Warc, 2014) I find this to be especially important considering that Jenny Frankel herself has stated that millennials are “highly individualistic — the attitude is, this is what I look like, I’m proud of it, everyone should embrace it.” (Fine, 2015) - which is what Nudestix is about.
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PRODUCT OFFERING ALL PENCILS ARE US$24 (HK$ 160) EACH EYES MASCARA MAGNETIC EYE PENCIL SHEER EYE PENCIL
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EYEBROW WAX
EYEBROW STYLUS AND GEL
BRONZING PENCIL
LIPS CONTOUR PENCIL
LIP PENCIL CONCEALER PENCIL
LIP PEN LIP/CHEEK DUAL BLUR PENCIL
CLEAN-UP PENCIL
MATTE + BLEMISH PENCIL
FACE 11
COMPETITORS PRICE RANGE: $10-89 bareMinerals started with the premise that makeup can actually be skin care - and therefore be good for you. bareMinerals makeup is supposed to renew skin from the outside in and is lightweight and breathable. In addition to that, bareMinerals is formulated to provide protection from the sun and environmental stressors. Over time. bareMinerals makeup is meant to improve one’s complexion over time with continuous wear. (Bare Escantuals, n.d.)
Bobbi Brown lived in an era that was all about strong colors and unnatural beauty. Because of the lack of flattering shades, she decided to create her own makeup line. So, in 1991, she launched Bobbi Brown Cosmetics with 10 natural, “your lips but better” shades. Today, Bobbi Brown still believes that “all women are pretty without makeup, but with the right makeup can be pretty powerful.” (Bobbi Brown.com)
PHOTO: BOBBIBROWN.COM
PHOTO: BAREESCENTUALS.COM
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PRICE RANGE: $20-250
Before she started her makeup line, Bobbi Brown was the go-to makeup artist because of her natural approach to makeup. To her, it wasn’t about creating a different face; it was about enhancing what was already there.
PRICE RANGE: $4-24 Innisfree is a South Korean makeup brand that prides itself in being the “first natural makeup brand in Korea.� Its main focus is on cosmetics and skin care that utilizes ingredients from Jeju Island, a UNESCO world heritage site. Ingredients like organic green tea and Jeju volcanic ash are the highlight of their products. The brand also prides itself in having 3-free, 5-free, and 7-free systems for their products. (Innisfreeworld.com)
PRICE RANGE: $2-70 3 Concept Eyes is another South Korean brand that was launched in 2007 by STYLE NANDA, a fashion-forward and trendy clothing store. The aim of 3CE is to help teenagers and young women express their own beauty and individuality through makeup. The 3CE woman is sohpisticated, charming and confident and unafraid of setting the trend, (Stylenanda.com)
PHOTO: STYLENANDA
PHOTO: BNTNEWS
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PERCEPTUAL MAP Since the pop up is going to be set in Hong Kong, I decided that my competitors had to be from Hong Kong as well. The most obvious way these brands differ is in terms of price. Bobbi Brown’s price point is still above those of the other brands mentioned. While bareMinerals has a $90 product - which is a whole set - majority of the products from this brand are between $20-30. The same can be said about 3CE. Innisfree has cheapest products out of the all the brands. I noticed that another way that these brands differed - besides the proce points - was in terms of the colors used. While 3CE still used a lot of neutral shades, it is still a brand that used bold colors occasionally. Bobbi Brown and Innisfree are still comparable to Nudestix in terms of the neutral shades that they use, and while bareMinerals still uses plenty of neutrals it is only slightly more colorful than Nudestix, Innisfree, and Bobbi Brown. Given the placement of the brands on the perceptual map, Nudestix’s closest competitors would likely be Innisfree and bareMinerals.
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HIGH PRICE
NEUTRAL COLORS
LOUD COLORS
LOW PRICE 15
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PART II:
LOCATION AND STORE DESIGN
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THE CRITERIA
FOR CHOOSING A LOCATION • Easily accessible. The area the pop up is situated in must be easily accessible by numerous ways, perferrably by MTR
• Has to to target the right consumer. For this project, I am tailoring my pop up to the 18-22 year old millennials; that said, the area I set up the pop up in should cater to that crowd.
• Must have plenty of foot traffic. For this project, I am tailoring my pop up to the 18-22 year old millennials; that said, the area I set up the pop up in should cater to that crowd.
• The consumer has to be able to afford the product Though the products aren’t luxury, they aren’t the same price of the makeup from Sasa or Watson’s; therefore, the customer should belong to a family with a substantial income to support her spending habits
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PHOTO: RETAILSTRATEGY.CA
THE CANDIDATES
HYSAN PLACE Hysan Place in Causeway Bay was my first choice for a number of reasons. First, it considers itself a mall where “hipness is no longer just for the fashion elite.” (Hysan Place, n.d.). There are many shops in an around the mall that target the younger consumer; in fact, just outside the mall, there is a Sasa, an Innisfree, and a Forever 21, Inside the mall, there are Gap, Hollister and Eslite, and they all target the same consumer (TimeOut, 2012). Hysan Place is easily accessible by MTR (exit F), but the downside to it is that there is no parking.
PHOTO: LCX.COM
PHOTO: PMQ
LCX
PMQ
LCX was taken into consideration for the same reason PMQ - the hub for “create-peneurs” (Time Out Hong that Hysan Place was: the shops inside cater to the young Kong, 2014) - is a creative space where small local and consumer as well. international businesses can set up shop. LCX is much more accessible because it is located inside Ocean Terminal. Outside Ocean Terminal, one can find the bus terminal and ferry pier. In addition to that, Harbour City, which Ocean Terminal is a part of, has parking spaces.
I had considered the PMQ because events held here, such as the PMQ night market, are popular for attracting young crowds (Soh, 2014). I had also chosen the PMQ because I felt that it was a great space for the younger market to discover new and innovative products - and Nudestix is nothing if not innovative in the beauty industry.
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THE CITY
TSIM SHA TSUI
The bustling, cosmopolitan city of Tsim Sha Tsui is often characterized by crowds, malls, hotels and restaurants. It is also one of the biggest shopping hubs in Hong Kong. Areas like Nathan Road, which runs through the heart of Tsim Sha Tsui, are famous for this. Numerous malls also pepper the area, including the very popular Harbour City and iSquare to name a few. Tsim Sha Tsui is also a very popular tourist area, with many attractions to visit. Some such attractions include, Victoria Harbour which can be seen in its full glory here, as well as the Avenue of Stars and Tsim Sha Tsui Beach (Travel China Guide). The 1881 Heritage is not only a shopping area and a hotel, but also a lovely historical site,The Hong Kong Museum in Art, Hong Kong Space Museum and the Cultural Center can also be found not too far away. Tsim Sha Tsui is also one of the most prosperous areas in Hong Kong. According to the 2011 Hong Kong Census, the median domestic household income for economically active households was HKD 100,000. This is a substantial amount, considering the median monthly household income of Hong Kong in the same year was 24, 810 (Population Census Department, 2011). Historically, Tsim Sha Tsui has been known as a major transporation crossroads (tsimshatsui.hk), and is therefore accessible by a variety of ways, which include the MTR, and buses. The Ferry makes for convenient transport as well. 20
PHOTO: :DOUBLECONVEX
tsim sha tsui
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THE LOCATION LCX
LCX describes itself as “the foremost fashion store for teenagers and young adults in Hong Kong.” (LCX, .n.d.) Located in Ocean Terminal, Harbour City, LCX features plenty of local and international brands that cater to the younger Hong Kong market. And, with a variety of beauty, fashion and food choices, LCX makes itself a one stop shop for all of the young consumer’s needs (LCX, .n.d.). LCX also incorporates art and lifestyle with its gadgets section, which features fun, quirky and functional designs. LCX is accessible via a number of ways; first, the MTR exit L6 is not too far away; second, the bus terminal and the Ferry are located just outsice Ocean Center; third, it is easily accessible by car, as Harbour City has a parking lot. I chose LCX not simply because it targets the same consumer, but because of the space available. There are areas outside and inside that are suitable for a pop up shop, and have a lot of space for the customers to walk around in. Also, LCX is well-lit and airconditioned, which is important as the customers need to be able to see themselves when they try on the makeup, and need to be in a place where the makeup simply won’t slide off their faces due to the heat.
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THIS WIDE OPEN SPACE OUTSIDE LCX IS THE IDEAL SPACE TO SET UP THE POP UP SHOP. 23
THE CONCEPT
THE NUDESTIX ART STUDIO I chose to pattern the pop-up shop after an art studio, as I had taken inspiration from the pencil format of the makeup. The idea I wanted to reinforce was that of the customer’s face being like a blank canvas which they could color in like they would an art book, using the colors that are best suited for their “nude but better” look. To keep consistent with the brand’s minimalist approach to makeup as well as their overall brand image, I’ve decided to stick with a black and white color scheme. The accent color would come in the form of a rosy blush color, to mimic the natural flush of lips and cheeks.
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STORE DESIGN I had wanted the pop-up shop to mimic the Nudestix tin. The exterior, therefore, is kept to a matte black, rectangular shape with rounded edges. There is a mirror inside the store, in the far back, that is supposed to mimic the mirror inside the tin. The art studio concept comes through on the inside, where wooden crates store the product. Some of the testers will also be placed in mason jars, which will make for easy access for the consumer to try out the products at their convenience. A photo booth will be connected to the pop up shop, but will be separated by the product storage and some artwork by a hired sketch artist, which will be hung up on display.
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RENDERING BY: ISABEL CARUNCHO 27
THE PHOTO BOOTH
In order to further develop the customer experience, I’ve decided to add a photo booth to my pop up shop. Research shows that having a photobooth element in a pop up shop “encourages interaction with the customer,” provides a branded takeaway from the event,” and “creates a fun and lasting memory” for the customer (Burt, 2015). In the case of my own pop-up shop, the photobooth will have props one would normally see in an art studio, like sketchbooks.
The photobooth will also have accessories and sign boards that the customers can use to make their photos more interesting and memorable. 28
RENDERING BY: ISABEL CARUNCHO 29
THE SKETCH ARTIST To further reinforce the “art studio” concept, I’ve decided to have a sketch artist in the store to create a quick sketch of the customer’s face. The sketch will serve as the customer’s face chart with a list of all the customer’s preferred products on the side, and will be colored in with the said product. Because it is service that is unique to the pop up, I believe that this will help generate interest about the brand and drive more traffic into the store. Besides that, I believe that customers would like another personalized gift besides a photo that will serve not only as a sourvenir, but hopefully of the good experience they would have in the pop up shop. Another purpose of this aspect of the pop-up is to drive more people to visit. If a customer who has had her face sketched posts a picture of her portrait on instagram and uses the appropriate hashtags, it may pique the interest of other potential customers.
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ILLUSTRATIONS BY: SHERON CHEUNG 31
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PART III:
PRODUCT CHOICE & ASSORTMENT PLAN
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ASSORTMENT PLAN
Of all the products, I decided to place a greater emphasis on the brow stylus, mascara, concealer pencil, and lip + cheek dual pencil. According a report given by Euromonitor in 2015, the Hong Kong market considers blush and concealer among some of the necessary makeup items in a good makeup regimen. Face makeup made the largest sales in Hong Kong, generating HKD1, 191.6 million in 2014; of that, HKD507.5 million was generated by foundation/concealer (Euromonitor, 2015), Lip products come second in sales, making 417.5 million Hong Kong Dollars (Euromonitor, 2015). I had chosen to give the lip/cheek dual pencils a higher assortment as opposed to the regular lip/ cheek pencils because they are not only dual purpose, but give the customer the opportunity to try two different colors at once.
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Euromonitor also stated that mascara was set to have the highest growth. Also, given the recent trend with thicker, natural eyebrows, the eyebrow stylus and mascara will have the biggest assortment among all the eye products.
EYES BROW STYLUS : 10%
LIPS LIP + CHEEK DUAL: 10%
FACE CONCEALER PENCIL: 10%
BRONZING PENCIL: 8% MASCARA: 10%
LIP+ CHEEK PENCIL: 9%
CONTOUR PENCIL: 7% EYEBROW WAX: 5%
LIP PEN: 7% CLEAN-UP PENCIL: 7%
MAGNETIC EYE PENCIL: 4% BLUR PENCIL: 6% SHEER EYE PENCIL: 4% MATTE + BLEMISH PENCIL: 6%
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#BORNTHISWAY LIMITED EDITION SET
The quickest and easiest way to look instantly polished involves three things: brows, lashes and lips. (Hayes, 2015). And since Nudestix is all about quick and easy, I’ve decided to include those products into a special set called the #BORNTHISWAY set, which will be limited to the pop up. The set will include an eyebrow stylus, a mascara, a lip/cheek dual pencil, and a concealer pencil to cover up imperfections. And because Nudestix is all about choosing the natural look that best suits each individual, this set is a customizable tin. The customer has free reign to choose what shades she feels would flatter her face the most. Nudestix has released limited edition sets of twos and threes before, and I have noticed that the price of those sets has been marked down by around 30%-40% from the total retail value. I decided to follow the same logic and price this set - which is supposed to be at around HKD 640 - at HKD 384 instead. 36
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FLOOR PLAN The photo booth will be on the far left, separated by samples of the sketch artist’s portraits and the drawers containing the product stock. On the far back is the mirror, and on the mirror are two “Get The Look” posters, which will feature the sisters, Ally and Taylor, sporting different makeup looks. Descriptions of the products used for each look on Ally and Taylor will be written on either side of each poster. The posters will have 3 jars each - labeled “eyes,” “lips,” “face” - containing testers of each products used. The jars will be supported on a wooden plank, which will also be hung against the mirror. The table in the middle of the pop up will have an inclined plane, where more testers will be shown. The display for the limited edition set will also be seen in the middle of the plane. Finally, the cashier will sit on the far right.
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FLOOR PLAN BY: ISABEL CARUNCHO 39
PLANOGRAMS
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RENDERING BY: ISABEL CARUNCHO ART BY: SHERON CHEUNG, KATIE RODGERS (PAPERFASHION)
EACH DRAWER WILL CONTAIN 7 ROWS OF PODUCT, WITH 5 TINS PER ROW
EACH “GET THE LOOK” SECTION WILL BE WRITTEN ON THE MIRROR ITSELF. THE JARS ON THE BOTTOM OF EACH POSTER WILL BE HELP UP AGAINST A WOODEN BOARD. EACH JAR WILL HOLD TWO UNITS OF EACH PRODUCT LISTED BESIDE THE POSTER RENDERING BY: ISABEL CARUNCHO ART BY: SHERON CHEUNG
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PART IV:
PROMOTION
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SOCIAL MEDIA
The pop-up will mainly use Instagram as the promotional tool. It will be used to make announcements and have photos of the event. Users can also use hashtags like #nudestixhk for a chance to be featured. Jenny Frankel once said herself: “Millennials are on Instagram all the time. If they don’t follow the brand on Instagram, they won’t know it even if there is a billboard in front of them because they’re all looking down at their phones.” (Chung, 2015). This claim has plenty of proof to back it up. Instagram’s biggest demographic is between the ages of 18-29; that makes up 53% of the population that uses this social media platform. In addition to that, majority of Instagram users are female, and college students (Patterson, 2015). Adding to that, Jenny Frankel’s own daughters are within that demographic, and update the Nudestix Instagram (@nudestix, with over 30,000 followers) themselves. “The girls are leading communication with clients. It is a real voice. They caption the pictures on Instagram and followers can relate to them,” says Mrs, Frankel (Chung, 2015). 44
SKETCHES BY: SHERON CHEUNG 45
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THAT’S A WRAP.
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APPENDIX
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MEDIAN DOMESTIC HOUSEHOLD INCOME FOR FAMILIES IN TSIM SHA TSUI WEST (2011 HONG KONG CENSUS) 49
MEDIAN DOMESTIC HOUSEHOLD INCOME FOR HONG KONG (2011 HONG KONG CENSUS) 50
SOURCES
Colour Cosmetics in Hong Kong, China. (2015, August 1). Retrieved September 25, 2015, from www.euromonitor.com Chung, G. (2015, April). Fuss-free make-up in a stick. Retrieved November 14, 2015, from http://www.straitstimes.com/lifestyle/fashion/fuss-free-make-up-in-a-stick Patterson, M. (2015, April). Social Media Demographics for Marketers | Sprout Social. Retrieved November 14, 2015, from http://sproutsocial.com/insights/new-socialmedia-demographics/#instagram Colour Cosmetics in Hong Kong, China. (2015, August 1). Retrieved September 25, 2015, from www.euromonitor.com Naughton, J. (2015) . CEW Announces Annual Beauty Awards Winners.. Retrieved September 28, 2015, from http://wwd.com/beauty-industry-news/beauty-features/ cew- beauty-awards-winners-10130317/ Fine, J.B. (2015, May). Gen Z Starts to Make a Mark. Retrieved September 28, 2015, from http://wwd.com/business-news/trends-analysis/gen-z-gathersinfluence-10196920/ WARC. (2014, May). Hong Kong millennials reject stereotype. Retrieved September 28, 2015, from http://www.warc.com/latestnews/news/hong_kong_millennials_reject_ stereotype. news?id=33921 Cosmetics and Toiletries Industry in Hong Kong | HKTDC. Retrieved September 28, 2015, from http://hong-kong-economy-research.hktdc.com/business-news/ article/ hong-kong-industry-profiles/cosmetics-and-toiletries-industry-in-hong-kong/hkip/en/1/1x000000/1x006s6i.htm Tang, W. (2015, January). Jenny Frankel, Founder of Nudestix. Retrieved September 28, 2015, from http://cosmeticsmag.com/interviews/2015/2/13/jenny-frankelnudestix Natural benefit from Jeju, innisfree. Retrieved November 14, 2015, from http://www.innisfreeworld.com/main/index.do STYLENANDA. Retrieved November 14, 2015, from http://en.stylenanda.com/front/mall/?url=comintro&
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Sites-BareEscentuals-Site. Retrieved November 14, 2015, from http://www.bareescentuals.com/on/demandware.store/sites-bareescentuals-site/en_us/landingshow?cid=ca_bm_ourstory&id=bm About Bobbi. Retrieved November 14, 2015, from http://www.bobbibrowncosmetics.com/about-bobbi Hysan Place. Retrieved October 18, 2015, from http://hp.leegardens.com.hk/ Time Out Hong Kong. (April 2, 2014). PMQ: The new creative hub. Retrieved October 19, 2015, from http://www.timeout. com.hk/big-smog/features/65170/pmq-thenew-creative-hub.htm Time Out Hong Kong. (August 15, 2012). Destination Causeway Bay. Retrieved October 19, 2015, from http://www.time- out.com.hk/feature-stories/features/52749/ destination-causeway-bay.html Soh, D. (July 18, 2014). Creative Hub PMQ is a gem in Central, Hong Kong - OpenBrief. Retrieved October 19, 2015, from http://openbrief.co/report/creative-hub-pmqcentral-hong-kong/ Travel China Guide. Central, Hong Kong. Retrieved October 19, 2015, from http://www.travelchinaguide.com/attraction/ hongkong/central.htm 2011 Population Census. (2011). Fact Sheet for Yau Tsim Mong District Council Tsim Sha Tsui West (E01). Retrieved Octo- ber 19, 2015, from http://www.census2011.gov. hk/en/district-profiles/ca/yau-tsim-mong/e01.html 2011 Population Census. (2011). Domestic Households by Monthly Domestic Household Income, 2001, 2006 and 2011 (D104). Retrieved November 15, 2015, from http:// www.census2011.gov.hk/en/main-table/d104.html Burt, A. (2015, January). How to Create A Pop Up Shop That Drives Sales - BlueStout. (2015). Retrieved November 15, 2015, from http://bluestout.com/blog/createpop-shop-drives-sales/ Hayes, M. (2015, January). How to Get Ready in Less Than 5 Minutes (For Real); or Why Your Brows, Lashes, and Lips are the Most Important Features. Retrieved November 15, 2015, from http://www.bustle.com/articles/55179-how-to-get-ready-in-less-than-5-minutes-for-real-or-why-your-brows-lashes
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