colette curiositĂŠ a pop-up boutique
“Always be new, fresh, surprising and streets ahead of the rest.�
Retail brand identity
Values Through chance encounters, travels and discoveries, new products and new brands are consistently greeted at Colette. Exclusivities, pre-releases, limited editions, established designers, new talents and even forgotten labels...a unique approach combining modernity, originality and utmost quality. This is the Colette spirit: an inimitable mix and match, modeled after its customers, and bringing people together.
BEHIND COLETTE
Sarah Lerfel & Colette e Roussaux
“I never have time to think and reflect - it is always about advancing, moving ahead. Thanks to the designers and the choice we make, it has become an address to visit. But it is hard to analyze.� -Sarah Lerfel
BEHIND COLETTE kevin lyons
- The fine artist, designer, and typographer - Recognized for his humorous, youthful and witty illustrations. - Multiple ongoing collaborations with the boutique from product design to interior design. His “little monsters� have become synonymous with the Colette brand.
Strengths • Unique approach to retailing • Large product mix • Great location in Paris • Strong sense of who their customer is • Website and social media • Monthly podcast • Spontaneous
future plans “The future is very difficult to define - everything is possible. But we don’t make plans. We are living in the present, present, present!� -Sarah Lerfel - she says she owes it to her team and - they say that her instinct is the key - believes the store cannot be replicated - no intentions to expand the Colette by replicating the store.
trends in the fashion industry
e-commerce
-24-hour availability - global reach - more efficient customer service - no brick and mortar expenses - no backstock Studies show online customers are exceedingly loyal perhaps even more so than customers who shop in-store.
m-commerce Mobile commerce sales in the United States topped $10 billion in the first half of 2013 ($20.1 billion for all of 2012.)
M-COMMERCE SPENDING BY PLATFORM
M-COMMERCE SPENDING BY USER
37%
63% $47.17 SMARTPHONE
TABLET
$56.87
wearable technology Smartwatches Smartbands Active Gear 3-D Printing
expeirence economy - Emphasizing the effect that a product can have on people’s lives. - Consumers desire experiences. - Businesses must deliberately design engaging experiences that command a fee.
From the way we designed our floor plan, to our actual physical structure of the store, we have created an environment that flows, and that customers will be genuinely entertained in throughout their time spent in the boutique
• To promote the fusion of fashion and technology • “Tech is art” • To get the Parisian brand integrated into the American marketplace by starting a pop-up shop in New York City
GOALS & OBJECTIVES
PRESENTATION OF POP-UP SHOP
LOCATION
Why DSMNY? -Connects with Colette's brand identity and attracts new customers. -New York City’s luxury market is similar to the Parisian marketplace. “I would like for DSMNY to be the place where fashion becomes fascinating.” -Rei Kawakubo DSMNY and Colette both encourage innovative fashion and retail, making it the perfect marriage.
promotions Colette Surpris Bags - Giveaways in the streets and parks of NYC - Madison Square Park, The Brooklyn Flea Market, Museum Mile and the major shopping hubs will make for the perfect backdrops. - The Surpris bags will attract a customer that doesn’t already know Colette.
promotions CDG x Colette Collaboraton
promotions The Dream Hotel - Similar futuristic aesthetic. - Cityscape views from the rooftop club. - Facade features many round windows reminiscent of the Colette logo. - Guests will be asked to scan their invitations upon arrival - French Champagne and European DJ’s. The after party will bring the Colette experience full circle by offering a taste of Paris after dark right in the Big Apple.
promotions
shop structure
fLOOR PLAN welcome to Colette Curiosité GOOGLE GLASS SHOWCASE
CHOOSE YOUR HEADPHONES
CHECK-IN
CHECK-OUT
PRODUCT ASSORTMENT
SHOP AESTHETIC
interior inspiration - Eclectic mix of hi-tech products and design. - Sleek and modern - White atmosphere with the only colors of products. -Glass tables -Brightly lit - Upbeat music from European artists. - Kevin Lyons’ designs on surrounding columns . We want the customer to experience an ambiance that feels fresh, modern, and exciting - just like the original boutique.
products
customer interaction Google Glass Experience - Google Glass combines fashion and technology. - Wearable technology is the future, and Colette prides themselves on being “ahead of the rest.” -Room dedicated to the product with trained specialists -Cannot technically sell the product, we can introduce it to the market -“Check-out” a pair of glasses and experience them throughout DSMNY
customer interaction
LISTENING STATIONS -Listening stations influenced by the Paris location - Centralized pod-like chairs with iPad stands - Variety of headphones located behind the stations, giving a personalized listening experience. -More interested in purchasing a product after testing it out.
achieving objectives What do we want to achieve?
• Attract the eye of new shoppers
Parameters
• Familiarize the average
• Sales
customer with Colette’s retail
• Social media evaluation
identity
• Customer traffic
• Bring fashion, technology, and
• Reviews
art together in a unique way
• E-commerce evaluation
• Influence and attract consumers by providing exciting and fresh promotional activities