Which side are you?
asos pop-up shop Logistics
Which side are you?
Contents Vision
Page 5
Location
Page 6
Visual Merchandising
Page 10
In-Store Installations
Page 12
Interactive Multi - Media Technology
Page 13
Fixtures and Fittings
Page 14
Additional Elements:
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Mannequins Coat Hangers Bags Swing Tags Production
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Branding
Page 23
Public Relations Strategy
Page 24
Marketing
Page 26
• • • • •
Objectives Media + Press Target Customer Publications Press Release
Advertising • • • •
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Magazine Leaflets Billboards Bus advertisement
Implementation
Page 30
Budget
Page 31
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The Vision
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ASOS.com established in 2000, is now the UK’s largest independent online beauty and fashion retailer. With over 35,000 branded and own label products available and over 1500 new lines added each week, ASOS.com is rapidly becoming the market leader in the UK online fashion world. Nick Robertson founder of the company first opened a website which allowed people to purchase clothes similar to clothes their favourite celebrity had worn, and decided to name the company, as seen on screen, which soon became shortened to ASOS. Another development for the company was in 2008 when the logo underwent a redesign and is now stylistically shown all in lowercase. Since opening in 2000 ASOS has seen a dramatic change from being a small website selling celebrity clothes to now having its own magazine, Five own collections and now has websites launched in over four countries including the US. The crazy success of the website has changed online shopping and after eleven years it seems clear that ASOS’s future is set to be big. Many online retailers start online and never make that big move to the high street, and after eleven years we still have never seen ASOS on the high street. Many customers believe that a high street store for ASOS would take away the uniqueness and experience of the website but it could also allow them to create a bigger customer market. For those customers who want to see ASOS on the high street in September 2011 ASOS will launch four pop-up shops in four different cities London, Manchester, Leeds and Newcastle. The pop-up shops will run for 2 weeks and will allow ASOS customers to experience ASOS upfront, allowing the customers to touch, see and try on ASOS’s own collections ASOS Black and ASOS White. The pop-up shops interior will be inspired by architect Tobias Putrih and will incorporate fashion, art and modern technology allowing the customers to access the ASOS website from the store. This summer watch ASOS move from 2D to 3D and experience a pop-up shop that will change online shopping forever…
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Location
107 New Bond Street, London W1
The ASOS pop-up shop will be located in four different popular cities these being London, Manchester, Leeds and Newcastle, all set in the heart of the cities these properties are easy accessible and will attract much media attention.
Floor Plan
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London
The rent for the property on New Oxford Street, London subject to contract, offers are invited in excess of ÂŁ295,000 per annum. However, as the pop-up shop will only run for two weeks and the property will therefore only be needed for four weeks the price per month is ÂŁ24,583.
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Property New Bond Street ÂŁ24,583 per month Property Location The first pop-up shop to open is in London on the 24th of September 2011 situated on New Bond Street this is the perfect location for the pop-up shop. The premises are situated in a prominent location on New Bond Street, north of Brook Street between Fenwick and Oxford Street. Other retailers located nearby include; Jil Sander, Victorinox, Calvin Klein and Russell & Bromley. The shop is adjacent to Kronometry and Core Spirits first UK store. The property which benefits from good natural light is arranged over basement, ground and mezzanine and has the following approximate dimensions the ground floor of the property is 175.5 sq m and 1,890 sq ft. The space allows no limitations on the size of the fixtures and fittings used in the popup shop. However, the three other properties all have different dimensions the Manchester store on Oxford Road is approximately 1,233 sq ft the property on King Edward street in Leeds has a smaller dimension of 678 sq ft and the final property in Newcastle on Market Street is 1,600 sq ft. Therefore each pop-up shop will be tailored to fit the size of the property.
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London
Visual Merchandising Inspiration...
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Visual Merchandising The Visual Merchandising is very important for the ASOS pop-up shop as they have never had to demonstrate 3D Visual Merchandising as everything is online or 2D. The inspiration for the pop-up shop comes from American architect Tobias Putrih. Putrih has worked on many installations the artist chooses to use temporary materials such as cardboard, Styrofoam and packaging tape in a seemingly improvised way, though the results are highly ordered and systematic. His striking and thoughtful constructions may be thought as models or design concepts where the potential of an idea is explored, but this can extend to making proposals for objects or entire architectural spaces, sometimes that will never be built.
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The pop-up shop has been inspired by Tobias and also the materials that he uses. As ASOS have never had a shop to sell from before, the only space they have is an office and a warehouse, the pop-up shop is going to integrate Tobias’s work and the ASOS warehouse using cardboard boxes, cubes and antique rails to display the garments. ASOS is creating an exhibition as well as a store for their customers. The store will be separated into ASOS Black and ASOS white by a straight divide down the store, both sections will mirror each other but both will create two different atmospheres. It’s all about the customer experience, what the customer will take away from visiting the ASOS pop-up shop. ASOS customers were concerned that moving to the high street will take away the uniqueness of the company therefore to allow the customers to feel like ASOS is still the ASOS the love. I pad’s will be fitted around the store allowing the customers to excess the ASOS website and purchase clothes online using their online accounts. The Visual Merchandising of the store will be designed and dressed by a freelance Visual Merchandiser; each store will have the same theme and will be dressed in the same way. The Visual Merchandiser will have a team of workers and will have two days to complete the dressing of the store. For two days work and design of the stores the freelance VM will charge £2,400.
Visual Merchandising £2,400
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In store installations
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Light Boxes
The store will have art and technology installations that will allow the customers to experience ASOS as an exhibition and a shop. Inspired by Tobias Putrih the store will explore the cube and how it can be used to display accessories and garments. The cubes for the installation will be created using painted and personalised cardboard boxes costing ÂŁ2,653.50, the cardboard boxes will add a feel of a warehouse but will also incorporate the ASOS brand as the ASOS cardboard box is an iconic feature of the company for the customer. Displayed alongside the boxes will be light boxes priced at ÂŁ414.00 specially created to project a video in the cube, the light box will display the ASOS pop-up shop promotion video, this interactive element of the cube will integrate art and technology as a experience for the customer.
I-Pads
EPoS System tills
Using another piece of advance technology the pop-up shops will be fitted with EPoS system tills. EPoS Systems, provide a fast and efficient way of dealing with customers. They handle the calculations involved in sales (totals and change), issue receipts – these have historically been the main function of normal tills. EPoS systems, do this and a lot more. They can integrate directly with credit card payment systems, keep track of stock levels and of course keep track of customer information. The ability to manage stock and CRM (customer relationship management) allows EPoS systems to make a measurable difference to the bottom line, both in terms of time saved, and in highlighting opportunities and also weaknesses in a business. Cardboard cubes - £2,653.50
Another piece of technology used in the popup shop will be the I Pad, allowing customers to access the ASOS website and create and use their online accounts. The I Pad’s will be easily accessible for the customers and priced at £510.00 each. The I Pad will be safely displayed on the wall allowing use by the customers but ensuring they can’t be damaged or misplaced. Released in 2009 the I Pad is still a new and exciting piece of technology that will allow the customers to integrate online shopping and experience an art exhibition.
Light boxes - £414.00 I Pads- £510.00 EPoS system -£565.00
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Fixtures and Fittings The fixtures and fittings for the pop-up shop will all have to be sourced as ASOS have never opened a high street store before. The quality of the items is very important, they need to be resilient and easy to dismantle to allow them to be moved to each of the pop-up shops.
Seating
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Seating Black & White ÂŁ305.36
Mannequins The mannequins used in the pop-up shop will be there to display garments and show the customer how the garments fit the body form. ASOS.com is proud of their feedback from the customers regarding the visuals of the clothes on the website which allow the customer to see how the garments would fit. The 12 mannequins will be faceless, white gloss mannequins and both the male and female mannequins will be in two different poses. The mannequins have detachable limbs to allow them to be dressed correctly. Each mannequin is individually priced.
Mannequins x 12 ÂŁ2,097.60
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Garment Rails - £40.30 Shoe Display - £5.10
Garment Rails
The clothes rails used in the pop-up shop will be chrome, five foot clothes rails. Using the basic clothes rails works with the theme of the pop-up shop, the clothes will be displayed similar to a boutique by only having a small number of garments in the shop at a time. The clothes rails are quoted at £180 each including VAT.
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Shoe Display
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Mirror - £80.68
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Shop Counter - £1,000 Dividers - £639.60
Shop Counter The shop counter is a hand made wooden counter that will stand in the middle of the pop-up allowing the point of sale to be clear to the customers. It is important that the customers know where the point of sale is in the store as this is where the transactions will be taking place therefore the counter is to be made to be a large and interactive area again displaying the I Pad for that impulse online purchase.
Dividers
Mirrors
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Coat Hangers The garments need to be displayed in a way that looks attractive, therefore they will be displayed on wooden coat hangers with the new ASOS logo printed on the front in either Black or White depending on the collection the garment is from. Each coat hanger will not be available for the customer to keep and will be reused in the following pop-up. Each coat hanger with a logo printed is 52p each.
Coat hangers - 52p
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Bags Another item ASOS will have to purchase is shopping bags, with the ASOS logo and location of the pop-up shop printed on white gloss carrier bags with black printed logo & black rope handles and will be priced at 65p each.
Swing Tags The pop-up shop swing tags will be displayed on the garments, replacing any swing tag that might have been used on the online product. The swing tag will follow with the theme of ASOS Black and ASOS White, they will be designed by ASOS’s in house design team. The card tag will be 55 x 85mm with a gold coloured eyelet and hand strung with black ribbon. The swing tag will also include an asatate label indicating which collection the garment has come from. The swing tag will also include QR Codes which will allow customers to scan codes on their I-phones and Blackberrys taking them to the correct item on the ASOS website. They can then use this to order an item online at home.
Bags - 65p Swing tags - ÂŁ397
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QR Code
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Production
Electricitions - ÂŁ4510 Shop Fitters - ÂŁ1,116.25
The pop-up shops will need to be fitted and adjusted to fit in with the shop’s theme and make sure that they are ready for the opening. The day the lease starts on the property shop fitters and electricians will start work on the property to make sure it fits the correct regulations. The electricians will need to install the correct lighting fittings to illuminate the stores installations and create the right ambiance for the pop-up shop. They will also install correct fire detection equipment to the property including smoke detectors and emergency lighting. These fire regulations ensure that all staff and customers are safe while in the property. The cost also includes labour price and material costs. The shop fitters will also have two days to prepare the pop-up shop; this includes painting of the store, and front of the shop (if needed), installation of the shop counter, 20 wooden blocks for accessories and wooden block stands for the mannequins. They will also need to install changing rooms that can easily be dismantled. They will also carry out all jobs that are necessary immediately prior to the store opening e.g. dusting, polishing and cleaning. Builders will work on the stores in London and Leeds to move the entrance of the store to the centre. As the store is split, divided into two sections, ASOS Black and ASOS White the entrance of the store needs to be central allowing the customers to walk into the two different sections of the store.
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Branding
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The ASOS logo has undergone many changes in the eleven years of ASOS. com. In 2008 the logo was re-designed by Ben Lewin where it was stylistically shown all in lowercase. The image is used to identify the organization ASOS. com, and it is important that when changing the logo the customers are still able to recognize the iconic symbol. The significance of the logo is to help the customer identify the organization, and illustrate the organization’s intended branding message in a way that words alone could not convey. The re-branding of the ASOS logo for the pop-up shop will simply be changing the font to century gothic and changing ‘The online fashion store’ to ‘Pop-up shop’.
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Public Relations Strategy Represented by the PR company, PR shots, ASOS will complete the following Public Relations Strategy to ensure that their pop-up shop’s are marketed and advertised in the most effective way.
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Marketing Objectives • Ensure the pop-up shop is advertised in the ASOS magazine • Create an opening day for the opening of the pop-up shop including celebrity guests, press and goodie bags • Create other means of advertising including promotional videos and leaflets • Advertising during London Fashion Week
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Media & Press The first pop-up shop in London starts during the famous London Fashion Week in 2011 therefore this creates a large marketing opportunity for ASOS. The opening of the first store will need to attract media and press attention. The ASOS PR campaign will mean that a press release will be send to major media and press companies clearly indication the Who, What, Why, Where, When’s of the ASOS pop-up shop. It is important for the pop-up shop to attract media attention because it will then get more customers to be interested in visiting the store.
Target Customer The ASOS pop-up shop team need to distinguish a target customer which will then allow them to market an advertising strategy directly aimed at this specific customer. The ASOS.com customer is primarily a 16-34 year old man and woman, and the ASOS target customer is an internet shopper. Therefore the PR strategy will have to use techniques to turn a internet shopper into a pop-up shop shopper. The perfect ASOS pop-up shop customer is aged between 18-30 male and female who has an interest in fashion and has shopped with ASOS before. Using the internet, magazines and guerilla marketing will allow ASOS to create the right strategy for this type of customer.
Publications As ASOS already has its own publication that is issued for free to registered ASOS customers this will be used as the main publication for advertising. However, ASOS will also use magazines such as In Style, Marie Claire and Glamour to feature a one page spread advertisement of the pop-up shop. These magazines are aimed at the type of customer that will visit the pop-up shop.
Press Release A press release will be release by PR Shots 6 weeks prior to the first opening of the London pop-up shop.
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Advertising Advertising for the pop-up shop will start two months before the launch of the first pop-up shop in London. The advertising used will be mainly offline allowing the pop-up shop to attract a larger audience.
BusAdvertisement The bus advertisement will start 2 weeks before the pop-up shop opens in each city. Using this type of advertisement will help promote the pop-up shop throughout each of the four cities.
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Magazine In 2007 ASOS launched an in-house magazine allowing the customers to have an offline source. Currently 2nd in the UK with a readership of 449,971 and geared towards females, ASOS magazine is currently distributed in the UK. For those who do not have easy access to the hardcopy, an online version is available on the site where consumers are able to click and buy immediately while browsing. The magazine will feature advertisement for the pop-up shop and will also promote the clothing line, ASOS Black and ASOS White, that are featured in the pop-up shop.
Leaflets London Fashion Week will take place on the 22nd of September 2011 allowing an advertising opportunity for the pop-up shop, by printing and designing leaflets ASOS will be able to distribute leaflets promoting the event. The leaflets will also be able to be sent out with ASOS packages in the weeks before the pop-up shop.
Billboards Guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz. Billboards will be around each of the four cities 2 weeks prior to the opening of the pop-up shop.
Bus Advertisment - ÂŁ89
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Leaflets - ÂŁ215
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Costings
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