THE ROAD TRIP POP UP SHOP
Harriet Cooper w13009175
Contents THE BRAND
PAGE 1
TARGET MARKET
PAGE 2
THE CONCEPT
PAGE 3
LOCATION
PAGE 5
THE VENUE
PAGE 6
INSTALLATIONS
PAGE 7
SOCIAL MEDIA
PAGE 9
VISUAL MERCHANDISING
PAGE 10
THE LAUNCH NIGHT
PAGE 11
FLOOR PLANS
PAGE 12
THE BUDGET
PAGE 13
HEALTH AND SAFETY
PAGE 15
STAFFING
PAGE 16
GANTT CHART AND EVENT TIMELINE
PAGE 17
The Brand
The Kit Neale brand is very vibrant and playful, using a lot of colour and interesting prints. The fact that all the prints are created in house is a large component to the feel of the brand, making it seem more personal. This is something we very much want to capture in the pop up shop. The inspiration taken from from London Living and British Life/Humor is key to our concept, translating the feel of the brand into the shop. The pop up will provide vital interaction between the brand and the consumer, bridging the gap and taking the online feel into a physical representation of the brand. Although the brand boast a large number of stockists around the world, the pop up shop will allow Kit Neale to reach a wide range of people, increasing the brand awareness and client base.
PAGE 1
Target Audience
The Kit Neale brand is aimed at a younger male target audience, they’re likely to be 21 to 28, young professionals with a moderate to large disposable income. The collections are always adventurous and not for the faint hearted, using bright colours and patterns with a humorous edge. For the larger part of the collection, the target audience is likely to have a heightened interest in fashion and a very good sense of style but they don’t take themselves too seriously. His t-shirts and bags however have a much larger target audience. Although still highly patterned and off-the-wall they are much more wearable and affordable. For these, his target market opens up to 18-28 year old men with an interest in dressing well and slightly more individual pieces. The concept works well with this target audience, as it is youthful and vibrant. The road trip is a bit of fun with a very good reward, challenging the audience to get involved with the brand and what it stands for.
PAGE 2
The Concept The concept is a Road Trip inspired by Kit Neale’s SS15 collection. Participants will go on a road trip scavenger hunt, searching for the four green taxi cab huts originally designed for cab drivers in London that we’ve selected using any mode of transport they wish. At the first hut they will be given a ‘passport’ to use when checking in at each stop. When they reach each hut, they will collect a stamp for their passport and upload a photo to social media of them outside the hut with a hash tag to move onto the next hut. All stages must be completed in order for the participants to be eligible to win. When they’ve collected all their stamps, they come to the shop and collect their prize. The competition will run each day with a selection of prizes for the first 3 people to complete the challenge ranging from a new outfit from the collection to one of the printed t-shirts. The shop will run in-line with the music festival Love Box, opening on the 17th of July 2015 for 5 days. PAGE 3
Following on from the roadmap theme, the shop will also be laid on in the style of a road, including traffic lights, a mini roundabout and road marking, showing his collection in a unique way. We hope that the layout of the shop will make visitors feel excited and intrigued, bringing out their inner child, reflecting the feel of the collection and brand as a whole, while encouraging them to purchase items from the collection. The outside of the shop will be covered in the collections prints in order to attract as much attention as possible. This vibrancy of the colour and print will help to ensure that passing trade see the store and want to come in. This will be done by a local graffiti artist who works for an organisation that donate a percentage of their fee to a workshop created for under privileged children.
PAGE 4
The Location
Set in a good location with a large population, 70 Paul Street is the right location for the Kit Neale pop up shop. The area is very busy with lots of things going on, Shoreditch is vibrant, attracting a lot of passing trade and visitors each day due to the name it’s created for itself, plus the tourist trade generated by this. The area is also very individual with a huge interest in style and fashion, the huge number of pop up shops and stalls that choose this area due to its reputation is proof of it’s success. Shoreditch has become synonymous with unique designs and interesting fashion. It is also vital
PAGE 5
The Venue The shop is a very good size, 1580 square feet, with storage space, a basement and toilet. The total cost of the rent, ÂŁ793 for the week, also includes heating, Wi-Fi, electricity, hot and cold water and storage space, perfect for the limited budget and needs of the event. The neighbouring buildings are mainly offices and restaurants so they will not be disturbed by the shop or launch event. The shop is 5 minutes from the tube station and very close to the infamous Brick Lane and Box Park, perfect for passing trade. Redecoration of the property is permitted as long as it is reinstated to its original condition afterwards. Trading hours are allowed between 9am and 9pm Monday to Saturday and Sunday 11am to 5pm, allowing the shop a great deal of trading time. Launch nights are approved in the lease agreement as long as they are kept manageable.
PAGE 6
Installations The Road Map The road map encourages people to walk through the shop, interating with the differnt points of sale,
The Bag Installation The bag installation causes a break in the shop layout, therefore fourcing people to walk round and interact with more of the shop.
PAGE 7
Shop Front The vibrancy of the fron of the shop catches the eye. People walking past will not fail to notice it, increasing the potential number of customers. The print also promotes the brand, even if they don’t enter the shop.
The Clothes
The tops are hung on one wall like art work, showcasing the designs. However to ensure that customers still interact with the clothes, they are also folded on the shelves below. The aim of the visual merchandising is to be as tactile as possible. PAGE 8
Social Media
Two weeks before the event, the locations of the chosen green taxi cab hut will be teased on Twitter and Instagram using clues to create interest in the event. Social media will also be used during the event through. A hashtag will be created that the participants need to use though the road trip challenge in order to win, posting images of themselves at each taxi hut. Social media pushes the brand through more interactive channels, vastly increasing the exposure and brand
PAGE 9
Visual Merchandising
With each purchase the customer will be given a paper bag with the brand logo and road map print deign. The bag will be sealed with a logoed sticker. This will help to promote the brand through the walking advertisement.
PAGE 10
The Launch Night
On the 16th of July, the launch event will have a DJ, creating a more vibrant atmosphere. The cocktail bar provided by Shaker Events will give the guests the opportunity to make the cocktails if they wish, or have enjoy a cocktail of their choice. A pick and Mix station will also be set up to the guests have something to eat. Prior to the event, the guests will be sent an invitation with the detail of the evening, and a ‘passport’ that would be used in the scavenger hunt to give them a taste for the evening. Members of the press, journalists and celebrities will be invited to the launch even to help promote the brand. Magazines such as ID, 10 Men, Hero and Vision will be invited to view the shop and the collection. Celebrities such as Proudlock, Eddie Redmayne and Douglas Boothe will be invited as endorsement or celebrity affiliation is now one of the most effective ways to create brand awareness. Bloggers and brands such as Steve Brooker, Jim Chapman, Jacks Gap Selfridges and Net-a-porter will also widen the exposure of the brand. PAGE 11
The Floor Plans
The till is positioned at the back of the shop to draw people through the shop. The changing rooms are also at the back, making sure that people see the whole collection. The first three things a customer will see when they walk through the door are the bag installation, the rails on the right wall and the hanging tops on the left hand wall. Therefore the brand is obvious and the main focus of the shop. The roundabout in the centre of the shop acts as a guide, showing people where to go, it also ensure that the journey though the shop in stilted, maximising the time the customers are exposed to the collection and brand image. PAGE 12
The Budget Components Merchandise -‐ Give-‐aways Loyalty cards with 5 stamps on Loyalty cards (Stamps) Shop Hire Promotional material -‐Leaflets Food
Drink Printed Graphics / Graffiti for floor and front of shop Cleaning products and equipment Staff Till
Item Jackets Tops Keyrings Card
Quantity 4 8 16 250
Price £95 £28.30 £25 £20.38
Total £380 £226.60 £400 £20.38
Pick and Mix
60kgs
£295
£295
Stamp -‐10mmX10mm stamper Rent A5 double sided leaflets Mobile bar Floor and front of shop
Surface cleaners and cloths
Waste management
Till with EPOS system and card machine Invites DJ – Launch Night Shelf Clothing Rail Till Table Full contents and shop insurance Hand wash, toilet roll, paper towels, bins Shop bin, Bin bags
Lampshades
White lampshades
Invitations Music Merchandising Insurance Toiletries
Visual Merchandising Fitting room Mirrors Hangers Security Guard Security Tags Paint for repainting Bag Installation
++
Carrier Bags Logoed Stickers Curtain rail Curtain Full length sheet Trouser Hangers Jacket hangers Bouncer for launch night £160 Paint
1
1
40 3 hours 3 1 X 4 ft. 1
600 300 1 1 pair 5 25 25 4 hours 4
2 pots
Acrylic Boxes
5 7 days 500
15 PAGE 13
£7.95 £110 per day £81 £285
£359.66 £120 £200 £10 £30.49 £38
£145 £25 £15.99 £14.99 £5 £16 £11.50 £8.75 £19
£6 each £27.35
TOTAL
£39.75 £770 £81 £285 £1000 £7
£1372.30 £359.99 £120 £200 £30 £30.49 £38 £285 £5 £2
£145 £25 £15.99 £14.99 £25 £16 £11.50 £35 £160 £76 £18
£409.95
£6846.94
The graffiti is one of the biggest costs for the pop up shop. We feel that as the design is so integral to the concept and the focal point of the shop, the cost is worth it. The business we have chosen is local, employing local artists to create the best pieces of work. For every commission they receive, they also donate money towards graffiti workshops for underprivileged children. The bag installation is also a huge part of the shops design, therefore this too takes up a large part of the budget. To keep the costs down, the installation will be assembled by the team. The acrylic boxes themselves are expensive, therefore resulting in a higher cost.
PAGE 14
Health & Safety and Risk Assessment
Inline will UK healthy and safety legislation the shop mush ensure that these following steps are taken. • Ensure that you and your co-workers are adequately trained, and keep records of your training. • Provide a comprehensive occupational health and safety program, including a written health and safety policy and an incident investigation procedure. • Support supervisors, safety co-ordinators, and workers in their health and Health and Safety Guide for New Retail Workers safety activities. A good employer encourages safe work practices at all times. • Take action immediately when a worker or supervisor reports a potentially hazardous situation. • Initiate an immediate investigation into incidents. • Report serious incidents to WorkSafeBC. • Provide adequate first aid facilities and services. • Provide personal protective equipment (PPE) where required. Full risk assessments and Health and Safety plans have been made to ensure that the staff are kept safe and the business is protected from any law suits. Training will be provided for the staff to help guarentee their welfare and knowledge of risks.
PAGE 15
Staffing Name%
Manager% 1% Manager% 2% Sales% Assistant/% Stock%1% Sales% Assistant/% Stock%2% Cashier%1% Cashier%2%% Total% hours:% %
Tue%
Wed%
9=6%
%
9=5% 9=6%
9=12%
Wed% Thur% (Launch)% 4=9% 9=5%
Fri%
Sat%
Sun%
Mon%%
%
5=10%
2=9% 9=6%
2=9%
2=9%
9=5%
4=10%
2=9% 9=6%
9=5%
9=4% 9=6%
9=4% 9=6%
9=5%
Total% Hours% 48%
9=5%
46.5%
44.5%
9=5%
%
5=9%
2=9%
12=9% 12=9% 12=9%
9=3%
47%
9=6% 9=6% %
% 9=12% %
5=10% % %
9=5% 5=9% %
9=5% 5=9% %
9=5% 9=5% %
47.5% 34% 267.5%
9=5% 5=9% %
9=5% 5=9% %
The national minimum wage is ÂŁ6.50 for 21+. Therefore with five members of staff working 220.5 hours in total the cost to the business will be ÂŁ1433.25. Although this is a high cost, the shop needs to be full staffed when it is open. All the hours have been timetabled to ensure that legislation is met. The staff will need to have an interest in the Kit Neale brand, good social skills and the ability to push sales. Most people make their assumption on a brand based on their customer service experience, therefore, the staff must be of a high standard. The staff have been hired with enough time to enure that the shop has the highest skilled staff within the budget, who are well trained and well prepped for the event.
PAGE 16
The Gantt Chart
We have given ourselves a day and a half to set up the pop up event. Although this is longer than usual events, this is due to the paintwork needed for the shop. Everything has been ordered with enough lead time to ensure that everything arrives on time. We also have a small amount of contingency time, in case something goes wrong. PAGE 17
Event Timeline
PAGE 19
Image Referencing
PAGE 1 + 2 - Image 1 http://www.kitneale.com/store/aw14/elephant-castle-full-print-travel-bomber - Image 2 http://www.gritmagazine.co.uk/home/files/gimgs/47_bastian-thiery-burnt-rubber-1-2.gif
PAGE 3 + 4 - Image 2: http://media.afar.com/uploads/images/post_images/images/lThuWLQQXn/post_display_ cropped_open-uri20130217-17407-ul636d?1383804718
PAGE 5 + 6 - Image 1 http://balancelondon.files.wordpress.com/2013/11/shoreditch.jpg - Image 2 - 5 https://www.appearhere.co.uk/spaces/70-paul-street
PAGE 7 + 8 - Image 1- 4 https://www.appearhere.co.uk/spaces/70-paul-street (Photoshopped Inhouse)
PAGE 9 + 10 - kitneale.com - https://twitter.com/KitNeale - http://instagram.com/kitneale
PAGE 11+12 - http://www.shaker-events.co.uk/
PAGE 13 + 14 - https://pbs.twimg.com/profile_ images/1866833030/426337_10151342260175483_162179635482_22834644_1352540038_n. jpg
All other images have been created by the team using photoshop.
PAGE 20
Events Management DE0912 Harriet Cooper w13009175