POP- UP SHOP FABIOLA MIRO - PAOLA SALAZAR - CHERISH RILEY- DOMINIQUE HOLCOMB
HISTORY -ADIDAS IS A GERMAN MULTINATIONAL CORPORATION -FOUNDED BY ADOLF DASSLER- AUGUST 18,1949 -CEO: HERBERT HAINER -IT DESIGNS AND MANUFACTURES; SHOES, CLOTHING AND ACCESSORIES -HEADQUARTERS: HERZOGENAURACH, BAVARIA -REVENUE: 14.49 BILLION EUR -SECOND BIGGEST AFTER NIKE
MISSION “THE ADIDAS GROUP STRIVES TO BE THE GLOBAL LEADER IN THE SPORTING GOODS INDUSTRY WITH BRANDS BUILT ON A PASSION FOR SPORTS AND A SPORTING LIFESTYLE. WE ARE COMMITTED TO CONTINUOUSLY STRENGTHENING OUR BRANDS AND PRODUCTS TO IMPROVE OUR COMPETITIVE POSITION.”
GROWTH “ WE’RE ALL CREATING THE NEW, BECAUSE WE BELIEVE THAT SPORT HAS THE POWER TO CHANGING LIVES” - ADIDAS
PLANS ON ACHIEVING THEIR GOAL BASED ON: SPEED CITIES OPEN SOURCE
SYMBOLS IN 1967 THE FIRST OFFICIAL LOGO WAS THE THREE STRIPES IN 1972 ADI DASSLER DESIGNED A MORE MODERN LOGO THAT DEMONSTRATED INDUSTRIAL DIVERSITY OF THE COMPANY IN 1990 ADIDAS MADE ON MORE DESIGN. IT WAS DONE BY PETER MOORE . IN 1997 IT BECAME THE CORPORATE SYMBOL FOR THE COMPANY TRIANGULAR SHAPE: SYMBOLIC TO MOUNTAIN (CHALLENGES BE OVERCOME)
DISTRIBUTION -ANNUAL SALES WHICH WAS 19,291.9 MILLION FOR 2015 - ADIDAS SELLS THEIR PRODUCTS IN A VARIETY OF STORES OTHER THAN THEIR ORIGINAL ONES: SPORTS AUTHORITY
FINISH LINE FOOT LOCKER DICK’S SPORTING GOODS KOHL’S MACY’S
CURRENT ADVERTISEMENT ADIDAS IS VERY DEDICATED TO PROMOTING ITS BRAND IN ANY WAY POSSIBLE THROUGH TELEVISION COMMERCIALS, MAGAZINE ADS, AND SOCIAL MEDIA.
“YOUR FUTURE IS NOT MINE” CAMPAIGN GOAL: ENCOURAGE PEOPLE TO CREATE THEIR OWN FUTURE DESPITE ALL THE PREDICTIONS SOCIETY LAYS UPON THEM
https://www.youtube.com/watch?v=CupTwyj3JrI
SPENDING FIGURES ADIDAS SPENT 10.8% OF SALES OF $27.8 BILLION ON MARKETING IN ITS 2015 FINANCIAL YEAR.
KANYE WEST IS A HIGHLY RECOGNIZED HIP HOP ARTIST. IN 2015 HE STARTED HIS COLLABORATION WITH ADIDAS TO SHOWCASE HIS SHOES. THIS INCLUDED HIS YEEZY BOOST SNEAKERS. THE SHOES SHOW A HIGH LEVEL OF TASTE AND REFINEMENT.
GOAL OUR GOAL WITH THIS POP-UP SHOP IS TO EXPAND THEIR CUSTOMER MARKET TO LONDON. YEEZY’S ARE ONLY SOLD IN THE U.S. AS OF RIGHT NOW, SO WITH THE POP UP SHOP OUR GOAL IS TO INTRODUCE OUR PRODUCT THERE. THE POP UP SHOP WILL ONLY BE OPEN FOR 7 DAYS SINCE IT IS A TEST TO SEE IF WE CAN EXPAND OUR MARKET OR NOT.
MARKET ANALYSIS -LOOKED AT THREE COUNTRIES WHICH INCLUDED HONG KONG, CHINA, NEW YORK, UNITED STATES, AND LONDON UNITED STATES -AFTER MUCH RESEARCH ON ALL THREE OF THESE COUNTRIES WE CAME TO THE CONCLUSION LONDON UNITED KINGDOM WOULD BE THE BEST CHOICE FOR OUR YEEZY FOR ADIDAS POP-UP SHOP.
SIZE OF THE MARKET -THE AMOUNT SPENT IN THE RETAIL SECTOR REACHED 35.7 BILLION BRITISH POUNDS IN JUNE 2015 -FOOTWEAR JULY 2015, FOOTWEAR AND LEATHER GOODS SALES REACHED APPROXIMATELY 361 MILLION BRITISH POUNDS.
KEY PLAYERS
CARNABY STREET, LONDON
-PEDESTRIANIZED SHOPPING STREET IN THE CITY OF WESTMINSTER, CENTRAL LONDON -LOCATED IN THE SOHO DISTRICT, NEAR OXFORD STREET AND REGENT STREET - IS HOME TO NUMEROUS FASHION AND LIFESTYLE RETAILERS INCLUDING A LARGE NUMBER OF INDEPENDENT FASHION BOUTIQUES
AREA ATTRACTIONS WITHIN 0.1 MILES AWAY SHOPPERS AND TOURIST CAN TAKE PART IN……… -ZEBRANO BAR AND CLUB -CIRQUE LE SOIR -CHOCOLATE ECSTASY TOURS -BRITISH TOURS: DAY TOURS FROM LONDON -HAMLEYS TOY STORE -LONDON PALLADIUM -ICE BAR LONDON - OYSTER DIVING
INDIRECT COMPETITION STORES
-BRANDI MELVILLE -JOHNNY CUPCAKES -DAHLIA -TOMS -PEPE JEANS
LONDON RESTAURANTS
-THE CLACHAN -SHAKESPEARE’S HEAD -PRET A MANGER -ANTIDOTE RESTAURANT AND WINE BAR
SEGMENTATION DEMOGRAPHIC TRAITS
-WEALTHY -AGE RANGES: 20-35 -HOMEOWNERSHIP: MIXE, RENTERS -EDUCATION LEVEL: GRADUATE -ETHNIC DIVERSITY: WHITE, ASIAN, HISPANIC, MIX
LIFESTYLE TRAITS
-SHOP AT HARRODS -TRAVEL TO ASIA -READ DWELL -WATCH INDEPENDENT FILM CHANNEL
AREA FACTORS -FOOTFALL FOR THE YEAR TO DATE : 1.1% -FOOTFALL WEEK COMMENCING 15 FEBRUARY 2016 WAS 442,040. -THE BUSIEST DAY IN WEEK COMMENCING WAS THURSDAY WITH 73,201 VISITORS. -THE PEAK HOUR OF THE WEEK WAS 1:00PM ON FRIDAY WITH FOOTFALL OF 7,999
-PUBLIC TRANSPORT-VEHICULAR TRANPORTATION/PARKING, INFRASTRUCTURE -THE NEAREST LONDON UNDERGROUND STATION IS OXFORD CIRCUS TUBE STATION -THERE IS NO PARKING ON CARNABY STREET BUT SHOPPERS MAY PARK ON THE STREETS SURROUNDING IT
SALES POTENTIAL -DATA RANGES AGES: 16-74 FOR EMPLOYMENT INDUSTY -RETAIL INDUSTRY : 17% OF THE EMPLOYMENT INDUSTRYOUT OF 120% -AMOUNT SPENT IN THE RETAIL SECTOR: 35.7 BILLION BRITISH POUNDS IN JUNE 2015
TARGET CUSTOMER -AGES 20-30 -FASHION CONSCIOUS -PEOPLE WHO FOLLOW THE LATEST TRENDS -ABLE TO AFFORD THEM
PROFILE 1
NAME: OLIVIA MILES AGE: 23 EDUCATION: INTERIOR DESIGN IN KINGSTON UNIVERSITY OCCUPATION: OWNER OF HER OWN STUDIO INCOME: $72,000 + PARENTS SUPPORT HOMETOWN: LONDON MARITAL STATUS: SINGLE HOBBIES: WRITING, SQUASH, HORSE RIDING VACATIONS: BALI, NEW YORK CITY, BARCELONA
PROFILE 2
NAME: DAVID BROWN AGE: 30 EDUCATION: JOURNALISM AT NYU OCCUPATION: EDITOR AT VOGUE LONDON INCOME: $69,000 HOMETOWN: MELBOURNE, AUSTRALIA MARITAL STATUS: SINGLE HOBBIES: GOING OUT WITH FRIENDS, TRAVELING, RUNNING VACATIONS: MILAN, LOS ANGELES, BRAZIL
PROFILE 3
NAME: CAMILE EDWARDS AGE: 28 EDUCATION: FASHION DESIGN IN PARSONS OCCUPATION: STYLIST FOR CELEBRITIES INCOME: $130,000 HOMETOWN: LOS ANGELES MARITAL STATUS: MARRIED HOBBIES: GOING OUT WITH FRIENDS, SHOPPING, BEING A MOTHER VACATIONS: BERLIN, LONDON, GREECE
PROFILE 4
NAME: DANIEL ARSHIN AGE: 34 EDUCATION: ARCHITECTURE IN RICE UNIVERSITY OCCUPATION: CONTEMPORARY ARTIST INCOME: $94,000 HOMETOWN: NEW YORK MARITAL STATUS: MARRIED HOBBIES: KARATE, TRAVELING, SPENDING TIME WITH SON VACATIONS: HONG KONG, COLOMBIA, FRANCE
HUMAN RESOURCES -STAFF THE BEST PEOPLE TO HELP US REACH OUR GOAL IN SELLING THE YEEZY BOOST SNEAKERS STORE MANAGER (1) ASSISTANT MANAGER (1) VISUAL MERCHANDISER (1) SALES ASSOCIATES (10) SECURITY (2)
DESIGN OF THE STORE
-WHITE FLOORS -HUGE WINDOWS FOR DISPLAYING MERCHANDISE -BASEMENT FOR STORING MERCHANDISE -GREAT LIGHTING AND FIXED RAILINGS -MIRRORS COVERING THE TWO PARALLEL INSIDE WALLS -ENGRAVED YEEZY SIGN ON BOTH ENTRANCE DOORS -THE WINDOWS WILL DISPLAY ONE COLOR FROM EACH SHOE CATEGORY -WE WILL HAVE TABLES OF EACH SHOE CATEGORY DISPLAYED AT THE CENTER OF THE STORE WITH LIGHTING.
FLOOR PLAN STORAGE
ADIDAS
MIRROR WALL
LEATHER SEAT-
STORAGE
SHOE DISPLAY
LEATHER SEAT-
MIRROR WALL
SHOE DISPLAY
WINDOW DISPLAY
SHOE DISPLAY
ENTRANCE 1
CASH REGISTER
RECTANGULAR PANNEL LIGHT
OUR PRODUCTS
$350.00
$200.00
$550.00
PRODUCT PLAN REVENUE DAY 1 TOTAL:$52,385.00 DAY 2 TOATL:$34,443.43 DAY 3 TOTAL:$34,443.43 DAY 4 TOTAL:$34443.43 DAY 5 TOTAL:$34,443.43 DAY6 TOTAL: $34,443.43 DAY 7 TOTAL:$34,443.43
COGS DAY 1 TOTAL:$20,954.06 DAY 2 TOATL:$13,777.37 DAY 3 TOTAL:$13,777.37 DAY 4 TOTAL:$13,777.37 DAY 5 TOTAL:$13,777.37 DAY6 TOTAL: $13,777.37 DAY 7 TOTAL:$13,777.37
TOTAL:$259,045.73
TOTAL:$103,618.29
ESTIMATE TOTAL UNITS: 950
PROMOTION -INSTAGRAM- HASHTAG #INMYEEZY INSTAGRAM: YEEZY_LONDON -YOUTUBE- BEHIND THE SCENES SIMPLE FILM SO THE COST WOULD BE APPROXIMATELY $7,000. YOUTUBE CHANNEL: ADIDAS -BLOGGERS- 3 FAMOUS BLOGGERS DURING THE PRE LAUNCH PERIOD 2 FEMALES 1 MALE -CELEBRITY- KANYE WEST SO HIS WIFE KIM KARDASHIAN AND HER FAMILY ARE THE FACE OF OUR PRODUCT. -GIVEAWAYS- WE ARE GIVING ONE FREE PAIR OF YEEZY BOOST 350 PER DAY THESE GIVEAWAYS ARE GOING TO BE A COMPETITION ON INSTAGRAM CUSTOMERS MUST USE OUR HASHTAG IN ORDER TO GET A CHANCE TO WIN THE WINNER WILL BE SELECTED RANDOMLY AT THE END OF THE DAY AND WILL BE PRIVATELY NOTIFIED.
PROMOTION PLAN
TOTAL COST: $16,560.00
EXPENSES STORE IS OPEN 7 DAYS FROM 10:00AM TO Expenses HUMAN RESOURCES Store Manager (1) Assistant Manager (1) Visual Merchandiser (1) Sales Associates (10) Security (2)
TOTAL FOR 7 DAYS $19.27 per hour $12.23 per hour $14.03 per hour $13.00per hour $11.00 per hour TOTAL
$809.00 $513.66 $589.00 $546.00 $420.00 $2,877.66 TOTAL
Rent+Utilities Insurance
$261.83 per day TOTAL
$1,832.81 for 7 days $15.41 per month $1,848.22
FIXTURES EXTERNAL Large Signage (2) INTERIOR Mirrors (2) Ipads (5) Leather seats (12) Wood plus wire displays Shoe Displays (3)
$500.00 per unit
$1,000.00
$400.00 per unit $500.00 per unit $399.00 per unit $150.00 per unit $550.00 per unit
$800.00 $1,000.00 $1,995.00 $300.00 $1,650.00 TOTAL
PRMOTIONAL Snapchat Instagram Youtube Blogs Celebrity Gievaways
$0.00 $0.00 $7,000.00 $9,000.00 $0.00 $560.00 TOTAL
TOTAL EXPENSES
$6,745.00
$16,560.00
$28,030.88
PROFIT/LOSS TOTAL REVENUES
$259,045.00
COGS
$103,618.29
EXPENSES
$28,030.00
PROFIT/LOSS
$127,397
IN CONCLUSION, WITH THE YEEZY FOR ADIDAS POP-UP SHOP WE HOPE TO INTRODUCE THE KANYE WEST’S YEEZY BOOST COLLABORATION WITH ADIDAS TO LONDON UNITED KINGDOM. WE PLAN TO INTRODUCE THESE PRODUCTS NEXT YEAR AROUND NEXT FEBRUARY DURING LONDON FASHION WEEK. WITH CARNABY STREET’S HIGH FOOT TRAFFIC AND WITH FASHION WEEK TAKING PLACE, WE THAT CAN NOT ONLY INTRODUCE A NEW STYLE INTO THE U.K. BUT ALSO CAUSE A TREMENDOUS INCREASE IN SALES FOR ADIDAS.