People Tree Eco Store

People Tree NORTHERN CREATIVES

THE ECO STORE BIBLE

CONTENTS

INTRODUCTION 01 WHAT IS IT ABOUT 03 ECO STORE ACTIVITIES 05 LOCATION 09 STAFF 11 STORE INSPIRATION 15 STORE CONCEPT 23 LOOK BOOK 31 NORTHERN CREATIVES ZINE 33 TIMELINE 35 MEASURING SUCCESS 38

INTRODUCTION People Tree is a London based brand, it is recognised by consumers and the fashion industry as a pioneer in environmentally sustainable fashion. It is partnered with fair trade producers, garment workers, artisans and designers in the developing world. The brand has five environmental policies it aims to achieve through producing ethical fashion: to promote natural organic farming, to avoid polluting substances, to protect water supplies, to use biodegradable substances where possible, and to recycle materials where possible. It is 100% sustainable through its supply chain and garment making process; while currently supporting 34 Fair Trade groups in 12 developing countries. (1).

People Tree x Northern Creative is a six-month community campaign promoting People Tree’s first stand-alone store, the Eco Store in Newcastle city centre from the 01st February 2018 until 01st August 2018. The campaign aims to bring through both People Tree’s and Northern Creatives brand ethos of being 100 percent sustainable in everything they do.

Market research states, 100 percent of people said they would visit a store that holds different events in order to learn about ethical fashion in an interactive format, it also stated that if there was a brand in the marketplace that produced fashion in an ethical way consumers would be interested in learning more about the brand. Making now the perfect time for this campaign.

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NORTHERN CREATIVES Northern Creatives is a publication, which was founded in 2016, it is based on sustainable businesses in the North East. Issue 1 Celebration was released in January 2017, the concept of Northern Creatives is finding businesses and brands in the North East who are embracing sustainability within their work.

From longevity to end of the line yarns it had interviews with furniture producers, jumper curators and charities to name a few. As Newcastle is one of the greenest cities in the UK it is based in the North East and gives light to businesses who may not be in the spotlight but deserve to be recognised for their hard work in keeping their businesses, products and services sustainable.

People Tree working with Northern Creatives is the perfect fit, both brands hold an ethical and sustainable ethos within their work and it is a great opportunity for Northern Creatives to come to market in its hometown.

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WHAT IS IT ABOUT This document aims to give a clear overview of the inspiration behind the store, the location and 3D view points, whilst also aiming to show the in-store events that will be happening. It aims to make plans for the store really clear along with any inspiration that has influenced the look or location along the way.

Currently in the background, research states only 10 percent of consumers had heard of the brand during a survey. By having events and brilliant offline and online promotion around the store it will draw consumers in, learning about different sustainable aspects of their lifestyle and engaging with People Tree as a brand. People Tree has a really strong brand ethos and it is important that they are brought to the forefront of the industry, especially as bigger unsustainable brands are bringing out sustainable lines.

This campaign aims to make People Tree the first brand you think of when you think about sustainable lines, through a unique fresh store concept.

The store is a chance for the brand to show off its new minimal, yet impactful redesign. The style is minimal in terms of colour and setting but impactful through its uniqueness and hand crafted nature of the accessories and furniture. As People Tree has never had its own stand-alone store, it is a chance for the brand to promote its new look to consumers.

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ECO STORE ACTIVITIES Having a store that has activities running everyday as well as a chance to shop means it will entice consumers to visit the unique store concept, while allowing consumers to also meet people interested in the same subjects as themselves along the way. Running for six months the campaign aims to have a wide range of activities that will bring a broad range of consumers into the store. There are fashion and lifestyle based activities, with at least three different events happening every day between Wednesday and Sunday from February 01st 2018 until August 01st 2018. The activities plan to promote smaller local businesses and allow them to promote their products and services in an interactive environment.

The trend explorium retail has influenced the type of activities that are happening in the store. The trend states, ‘Brands are using the physical store as a place of learning and inspiration, even if this means slowing the journey to purchase.’ As slow fashion is a new concept to the market, this trends fits the theme of the store well. By inspiring, educating and stimulating consumers through a store, which is more than just about taking money, it will enlighten consumers, engage with them and have a positive impact on the brand, as well as introduce them to new sustainable concepts and brands. (2)

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People Tree NORTHERN CREATIVES

Eco Store Grainger Chambers, Hood Street, Newcastle Upon Tyne, NE1 6LZ

01st February 01st August 2018 People Tree and Northern Creatives are joining together to create an exciting and inspirational Eco Store for you to come and enjoy. Learn about slow fashion through craft, workshops, culture, wellness and fashion during this six-month campaign.

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Information People Tree invites you to its exciting Eco Store! People Tree’s first standalone store, the Eco Store opens on 01st February 2018!

Combining People Tree’s ethical ethos throughout the store, exciting events, talks and workshops are going to be taking place weekly from, floristry, fashion shows, talks and food events.

The Eco Store stands to inspire and educate consumers about slow fashion, gaining inspiration from People Tree’s Spring / Summer 18 collection as well as local creatives from magazine Northern Creatives.

Tickets for the Eco Store events can be found on www.peopletree.co.uk

Ensure you book early to avoid disappointment!

When booking please advise us if you have any allergies as food will be available at all events.

Normal trading will be taking place in the store throughout the six months at normal trading hours.

More information can be found on www.peopletree.co.uk

Eco Store Events WEDNESDAY

FRIDAY

SUNDAY

Eleanor O’Neill Sustainable Jumpers Talk 9 am - 11 am

NOVOCASTRIAN WORKSHOP 10 am -12 pm

City Bike Ride 11 am - 1 pm

NOVOCASTRIAN will take you around their beautiful hand crafted furniture, talking through the different designs, inspiration and what sustainability really means to them.

Ticket price: £6

Join Adam Laing on a ride across the city, visiting the city’s famous landmarks and experiencing just how fun cycling can be! Please bring along your own bike and helmet.

Ticket price: £3

The True Cost Documentary screening 3 pm - 5 pm

Meditation Class 11 am - 12 pm

Come along and hear all about Ellie’s sustainable jumper brand, Study 34. She will be showing you photographs, videos and you can even try knitting your own jumper from end of the line yarn with Ellie on hand to help.

Ticket price: £6

Yoga 11 am - 12 pm

Why not unwind for the afternoon and come for our intense hour yoga session. There is no better way to relax.

Ticket price: £10 (Maximum 10 guests per session)

Sustainable Flower Arrangement 3 pm - 5 pm

If you love flowers then you can come and visit our sustainable flower arrangement workshop! Using plants and recycled accessories learn how to make the perfect bouquet with a huge selection of different flowers. Hurry and book your ticket.

Ticket Price: £20 (Maximum 15 members per session.

THURSDAY Safia Minney Talks About The Slow Fashion Movement 9 am - 12 pm

If you want to learn more about The Slow Fashion Movement, Safia

Minney will be on hand talking about her book Slow Fashion. Talking about her experiences and how you can alter your wardrobe to be on trend and ethical.

Ticket Price: £6

Pier 34 workshop 2 pm - 3 pm

Why not come along and try and make your own pocket pouches from recycled materials, you can have an afternoon of fun creating unique, one of a kind purses.

Ticket price: £6

Why not come along and learn a little more about the fashion industry, find out how much we really throw away, it might just change your perspective on fast fashion.

Ticket price: FREE!

SATURDAY

Come along to our morning meditation class, let the stress go of the week before and stay positive for the week ahead.

Ticket price: £10 (Maximum 25 guests per session)

Safia Minney talks Slow Fashion 3 pm - 4 pm

Why not come along and learn something new, an inspirational talk

by Safia Minney discussing slow fashion and how it could change the fashion industry.

Ticket price: £6

Adam Laing Talk 9 am - 12 pm

Adam is here to talk to you about how to make your life and travel more sustainable. He will take questions and be more than happy to help advise you.

Ticket price: £6

Penny Jones 2 pm - 4 pm

Penny is here to talk to you about how you can recycle and upcycle your old clothes. From The White T-Shirt Company, she wants to advise and talk to you about ethical fashion that can be done in a trendy way.

Ticket price: £6

Ethical Fashion Show 5 pm - 7 pm

Bring your old clothes, recycled clothes, adapted clothes, anything that you have bring along and we will show you how to make old clothes that you think have lost their life look amazing again.

Ticket price: £6

E V E N TS All of the events will be running from 01st February to the 01st August 2018. The events will be the same weekly but make sure you book your tickets online at www.peopletree. co.uk before the event so we can ensure we have enough room for you. Tickets are £6 per person unless otherwise stated.

S/S 18 COLLECTION

As well as having all these wonderful workshops and events happening, the store will also be holding People Tree’s new Spring / Summer 2018 collection, available for you to try on and purchase in store.

The Journey Food 4 pm - 6 pm

Do not miss out on some wonderful fair trade coffee, cake and food. A chance for The Journey cafe to show you the homemade fair trade food they make and sell in their cafe.

Ticket Price: £6

www.peopletree.co.uk

LOCATION As People Tree’s first stand-alone store it will be vital that the store is in a central location.

Reviewing Newcastle City Centre, Grey Street and Northumberland Street are two of the busiest shopping streets along with Intu Eldon Square, which is also based in the centre of the city. Some of People Tree’s biggest competitors such as H&M and John Lewis are both based on Northumberland Street and in Eldon Square.

In order to get the brand recognised by consumers, being in a central location will mean a higher footfall and being close to bus and metro stations will make the store easily accessible.

Grainger Chambers, Hood Street, Newcastle Upon Tyne, NE1 6LZ Grainge Chambers is a strong retail pitch within the city centre, it has been strengthened in recent years with lettings to Cath Kidston, Urban Outfitters, End and the redevelopment of Monument Mall. The premises are situated in a prominent position close to Northumberland Street and are in proximity to Monument Metro Station and important landmarks such as Grey’s Monument. Occupiers nearby include Byron Hamburger, Vivienne Westwood, Lloyds Bank, HSBC, Carlucclos and Costa, along with prime shopping destination Intu Eldon Square being less than a one-minute walk away and Northumberland Street a 2-minute walk away from the store, where competitor H&M is situated. There is street parking and a taxi rank outside the property making access to the store easy.

The store is ground floor and basement, the first floor has relatively open floor space, this will be where two make-shift rooms will be set up for activities along with the retail space also being on this floor. The basement level is also open floor space, this is where the Eco Store Cafe will be set up, and where selected events will be held. There is also a basement storage room which will be used for storing People Tree garments and packaging. There are also male and female facilities on site. The store has a total 4340sqf of space in total for the store to set up in. (3)

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STAFF As this will be an experience for consumers to learn it is vital that all staff members follow the same ethos and values as People Tree. It will also be very important that all staff members are informed and know vital information regarding the brand and The Slow Fashion Movement, in order to help consumers understand the concept of slow fashion and People Tree. The staff should be friendly, while willing to help consumers and offer to go the extra mile to ensure happy consumers. As competitors ASOS offers a styling service for their consumers. People Tree staff will be trained to help consumers pick out the perfect outfit, they will use the new look book in order to promote the new seasons looks. The store should give a personalised feel and due to the high volume of staff they should be able to help consumers with any needs they have along the way. Staff will be able to sit down in one of the many seating zones around the store to really help and establish what the consumers is looking for, what they want to find out or help with any general queries. (4) There will need to be exceptional customer service to ensure that guests have a professional and inspirational experience and will want to return to the store again. The service that consumers experience on the day they visit will be a representation of if they visit the store again, or shop online with the brand. This is a vital factor and will be looked into very deeply when choosing staff members.

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AMBASSADORS The ambassadors will be representing the brand and engaging with audiences throughout the campaign. They will be in charge of running different sections, Lauren will be the overall brand ambassador leader for the campaign as well as the spokesperson for the brand.

Bethany will be the online content ambassador, she will be in charge of the content that goes on social media, the brand’s website and the blog, ensuring there is always new appropriate content going online as well as engaging with consumers. Sophia is the ambassador for the offline marketing and running of the events in the store ensuring the bookings are all in place, as well as handing out offline marketing materials in the city.

Again it will be very important that all three brand ambassadors follow People Tree’s ethos as the ambassadors will be the face of People Tree throughout the duration of the campaign, representing the brand through all aspects of marketing and promotion as well as events.

Bethany

Lauren 13

Sophia

STORE INSPIRATION

INTERIORS GROUND FLOOR Entering the store, customers will be greeted with the carefully curated shopping space, designed to offer consumers a unique, clean and fresh shopping area. Clothing will be hung from the ceiling through strong upcycled rope to give the store a distinct feel, all the other furniture will be upcycled or borrowed from Northern Creatives contributors NOVOCASTRIAN. Off to the back right-hand side of the store near the stairs, there will be a relaxation zone, consumers can take to one of the comfy cushions and relax in the space with a coffee or a book, and take in the relaxing atmosphere around them. The accessories that go on the walls will also be upcycled and hand crafted. It will help to give the store a feel of already being lived in, as well as being welcoming for consumers and in line with People Tree’s brand ethos and Northern Creatives sustainable routes.

The ground floor will be split into three different rooms, to the left of the store recycled wood and other materials will be used to separate the store into two different rooms, one for the talks and workshops and the other, a changing room. Light grey walls will be created to lighten the space, they will have a rough feel and look due to the low maintenance going into the walls in order to not use any harmful chemical materials, yet they will give a contemporary feel, a light wood flooring will also be used to give a minimal feel, the store will be minimal yet impactful through its unique design.

The store follows a bohemian and upcycled theme, aiming to give a relaxing and inviting feel. The interiors have been inspired by vintage and minimal interior styles on social media, wanting to give a different feel to the store.

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INTERIORS BASEMENT The basement of the store will be made into the Eco Store Cafe, this is where Adam Laing from The Journey will be running a cafe based around the ethical produce he sells in his cafe. Giving consumers a taste of his homemade produce and cakes, as well as amazing coffee. This is also where the event that Adam runs on ethical food will be held weekly and where the ethical flower arrangement workshop will also be held.

The walls will be an off-white tone with a light hardwood flooring, in order to make the space light and airy as there will be no natural light. As consumers head down the stairs they will be able to choose from a wide range of seating and tables, which will be hired from a local company for the duration of the campaign. Upcycled fairy lights will be hung from the ceiling in order to give a calming atmosphere along with indoor plants to give a natural feel to the cafe. This will be where the wall for the #sustainabilitymeans competition will be, where entries from the competition will go on the wall of the store for everyone to feel a part of this community event.

The bar will be created from recycled wood and painted a dark tone, this will be where consumers can enjoy their drinks and order food while waiting for an event, shopping or just visiting the store.

The stock room will be where all the People Tree clothing will be stored, all sizes will not be on display in order to save on unnecessary furniture.

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EVENTS ROOM AND CHANGING ROOM Two makeshift rooms will be implemented on the first floor, due to the large floor space it will allow these two rooms to fit nicely in place. They will be created from recycled wood in order to fit the theme of the store. One room will be the events room where talks and workshops will be held and the second room will be a changing room for consumers who want to try on garments.

The two rooms will follow the bohemium and upcycled theme of the store and will be an inviting space for consumers to want to visit. The chairs for the talks will be hired from a local company, Events Hire UK throughout the duration of the campaign. The walls will be light grey tones in both the rooms and they will have a rough textured finish. The floor will be a light hardwood in order to make the rooms as bright as possible. The changing room will provide places for consumers to sit and wait with comfortable changing spaces for guests.

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FLOOR PLAN LEVEL 1

CASH DESK

STAIRS

CHANGING ROOM

RELAXATION ZONE

EVENTS ROOM

ENTRANCE

WINDOW

WINDOW

WINDOW

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DOOR

FLOOR PLAN BASEMENT

COMPETITION WALL MALE AND FEMALE FACILITIES

BAR

STAIRS STAIRS

FRIDGE

CAFE SEATING AREA

CAFE SEATING AREA

STORAGE ROOM

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ENTRANCE

FLOOR 01 - RETAIL CONCEPT

FLOOR 01 CHANGING ROOM

FLOOR 01 EVENTS ROOM

BASEMENT CAFE

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LOOK BOOK The look book has been redesigned in order to make the brand stand out. Through using different backgrounds, a contemporary and fresh layout as well as clever image editing, the new look book aims to inspire consumers to want to shop at People Tree. Through having some of the seasons best picks it aims to give a glimpse of People Tree through a stimulating and fresh design, moving the brand forward through its outputs and reaching a wider target audience.

The look book will be used by staff to influence consumers about the products stocked in the Eco Store. It will be placed around the store on tablets for consumers to view, allowing visitors to see the redesign of the brand online and physically in the store. As technology is such as major factor in today’s offline environment, staff can sit down with consumers and look at all of the products People Tree offer through its website, allowing consumers to order online from the store with the guidance of well-informed stylists. The look book also aims to engage consumers in the making of the brand’s garments, through up close and delicate shots of some of the garments, they aim is to show consumers the work that has gone into making the brands handmade garments.

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NORTHERN CREATIVES ISSUE 2 ZINE Northern Creatives Issue 2 Zine is the new edition of the publication, it is based around highlighting the contributions that the creatives from Issue 1 are having in the campaign. The zine will be available in the store for consumers to pick up and take away with them. It is a chance for consumers to learn who Northern Creatives are and what the publication is all about. As well as learning about the current brands helping out throughout the campaign, the publication also investigates two new creatives that embrace recycling within their businesses.

It aims to show consumers some of the inspiring work that is going on in the fashion industry through carefully conducted articles and photography.

The format of a zine was chosen due to the publication following up contributors from Issue 1 and it not being a completely new concept edition. It will be a snappy way for consumers in the store to be able to quickly learn about the contributors and the slow fashion industry.

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FULL TIMELINE OF EVENTS The store will be open for the duration of six months with the events happening every week from Wednesday to Sunday. It will open on the 01st of February until the 01st August 2018.

Preparation for the store will begin in March 2017 in order to ensure everything is complete before the stores opening.

MARCH | Source the location of the Eco Store, Lease of the store sign the lease.

AUGUST | Source the furniture for the store SEPTEMBER | Source shop fitting and start work on the store OCTOBER | Find or buy all recycled or hired furniture and IT equipment NOVEMBER | Start work on the store DECEMBER | Put the sign on the Eco Store, ensure all health and safety complete JANUARY | Move furniture into the store, one last health and safety check MARCH | Store open FEBRUARY | Eco Store opening 01/02/2018 APRIL | Store open MAY | Store open JUNE | Store open JULY | Store open AUGUST| Store closes 01/08/2018 35

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MEASURING SUCCESS This stores success will be measured by the number of guests and consumers attending the Eco Store per day, and how much profit People Tree make from its garments for the brand’s Spring / Summer 18 collection within the Eco Store. It will be judged by how many guests attend different events weekly, and recording if the event gets repeat consumers throughout the 27 weeks.

If the store is an overwhelming success People Tree could potentially look at implementing Eco Stores over the country or just look into investing further in bricks and mortar. x Ticket sales x Number of guests at individual events x Repeat customers x Sales from clothing x Sales at the Eco Cafe x Customer service

CONCLUSION To conclude, the Eco Store will be a great opportunity for People Tree to develop into bricks and mortar through an original, inspiring concept that no other competition is currently undertaking. It is a great way to engage consumers in a new, different and exciting format to get its brand message out to consumers discussing a timely, current and topical issue in most of our lives. It does not aim to preach about sustainability and force consumers to join in, more invite consumers into a subtle yet impactful environment that is welcoming to the whole community, whilst embracing small sustainable local brands to develop their outreach in their local community.

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IMAGE REFERENCE 1.

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Retrieved Retrieved Retrieved Retrieved

from: from: from: from:

http://www.peopletree.co.uk/about-us/mission https://www.lsnglobal.com/micro-trends/article/18413/explorium-retail https://www.realestate.bnpparibas.co.uk/img/uk/APUK.758579.APUK.758579.8701_85a6z2e4149rm576.pdf http://www.asos.com/women/fashion-news/2013_12_16-mon/google-helpout/

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IMAGE REFERENCE 1. Own Photography 2. Own Collage 3. Retrieved from: http://gethealthyu.com/12-yoga-poses-help-alleviate-back-pain/ 4. Retrieved from: http://www.skyscrapercity.com/showthread.php?t=980870&page=434 5. Retrieved from: https://www.youtube.com/watch?v=4uzbVZ_1nWs 6. Retrieved from: https://commons.wikimedia.org/wiki/File:Newcastle_greys_monument.jpg 7. Retrieved from: https://realla.co/to-rent/details/c8cacab73c2c4b3bb2147f86a28dd161 8. Retrieved from: http://desidees.net/ranger-magazines-reponse-27-inspirations-deco-quon-adore/ 9 : Own collage 10. Retrieved from: http://thevivaluxury.com/2016/03/not-basic-brunette/ 11. Retrieved from: https://alchetron.com/Lauren-Gold-572788-W 12. Retrieved from: https://www.forbes.com/sites/viviennedecker/#44b2f7715ba9 13,14, 15, 16: Own collage 17: Retrieved from: http://elephantintheroom.fr/author/stephanie-redongmail-com/page/2/ 18. Own photography 19. Own photography 20. Retrieved from: Available from: http://www.lamaisonjolie.com.au/2017/ 21. Retrieved from: https://onairbyvickychavarri.wordpress.com/category/viajes/page/2/

People Tree NORTHERN CREATIVES