By Gemma Lewis
Contents...
The Vision
pg 4
Concept Inspiration
pg 6
Location
pg 8
Barbour Concept Store;
pg 10
Ground Floor
pg 12
Changing Rooms
pg 16
First Floor
pg 18
Pay Stations
pg 22
Storage
pg 24
Basement
pg 26
Implementation
pg 30
Public Relations & Marketing
pg 32
Advertising Campaign
pg 36
Look Book
pg 40
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The Face of Barbour is Changing...
Barbour has long been established as one of Britain’s iconic brands, synonymous with quality, heritage and the quintessential traditional, country lifestyle. Today the brand is no longer exclusive to those with country houses but has developed a cult following amongst the young and celebrities alike. Worn more as a statement piece than functional waterproof, Barbour’s wax jackets have become a fashion trend in their own right and universally loved for function as well as their design. However, the brand itself has had very little transformation despite its growing appeal amongst younger markets. Barbour is yet to open it’s own Flagship store with very few stand alone stores across the UK; the brand’s main availability being that of retail outlets and department store concessions. Both the brand’s stand alone stores and retail concessions have little in the way of visual merchandising, lacking any real communication between consumer and product.
Barbour’s branded experience… By creating a strong retail environment Barbour can differentiate itself as a forward thinking brand that reflects Barbour’s initiative to target new markets through innovation and dynamic change, whilst retaining what epitomizes the brand; that of heritage, quality and tradition. The first Barbour Flagship Store will embody a whole concept; a visual map of Barbour’s retail landscape demonstrating the brand’s journey from traditional country brand to inner city lifestyle trend. Inspired by the very landscape in which Barbour was born, the lines of the store will mirror the physical contours of the North East Landscape. The store design will provide a dynamic, modern space in which to shop Barbour’s entire collections all under one roof. Equally as important, this will be Barbour’s first opportunity to communicate across all ages and demographics in one physical space, creating an environment that enables customers of any age and style to express their own personal Barbour style, whilst providing an entertaining retail environment. The store will connect with customers on a personal level by inviting them to actively participate in its design. With the installation of multi-media touch screen; customers will literally change the landscape of the store through their own personal interaction with the space. The very building itself will come to life…
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Concept Inspiration
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Inspired by layers of smooth contours...
Outdoor spaces meet Indoor environments... Flowing Lines... Strong geometric shapes... 7
Location
London, Piccadilly 8
W1J 9HU
Store Dimensions... Internal Width max Shop Depth Ground Floor Basement First Floor Total
78’6” to 92’ 89’ 7, 422 sq ft 8, 127 sq ft 3, 823 sq ft 19, 372 sq ft
The largest Flagship store space in Piccadilly, Barbour will be situated in an affluent and busy area of London. Surrounding stores include Fortnum and Mason, Thomas Pink and Alfred Dunhill.
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Barbour Concept Store
Before the launch of Barbour’s Flagship Concept Store, all windows and doors are covered with images of Barour’s new advertising campaign , whilst work on the property continues.
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Window Display Once revealed, the window display captures the attention of passers-by with smooth rolling contours that span across the entire window space, light reflecting from the fibre glass surface, whilst merchandise is suspended from these shapes. The display itself appears to move, as the living surface of water from the floor below is mirrored on to the contours in the display. Above Barbour’s iconic logo.
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Ground Floor
Theatre meets the retail experience. On entering the Barbour store, the viewer is met with a multi-sensory experience. More art installation than instore display, Barbour’s retail landscape will be a multi dimensional store experience.Living surfaces bring the floor to life, giving the impression of walking on water. Large fibre glass installations mirror this movement as subtle spot lights glint off their surface, providing the back drop from the which the merchandise suspends. Music plays quietly in the background as the smell of lush foliage fills the space from the living ceiling above.
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Changing Rooms
The importance of Customer Experience Every aspect of the store’s layout is designed to maximise customer experience. From entering the Barbour store and throughout, brings new elements to the experience. Following on from the Ground Floor are the customer Changing Rooms.
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First Floor
Experiential design Living surface floors continue upstairs, but take on a different appearance. Here accessories take precedent; seating areas are available for customers to try merchandise. Large inspirational visuals of Barbour’s new advertising campaign adorn the limestone walls.
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Pay Stations
Considering Every Detail Continuing the contoured installtions, pay stations will reflect a more visually pleasing display to unify all the elements within the store.
New swing tags will continue to use Barbour’s recognisable logo, but will be produced in dark and brown card and leather swatches. The logo itself will be made in relief in soft metal. These will be attached to all merchandise from the Contemporary and Heritage ranges. This will represent the brand’s image and values while allowing for future flexibility.
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Storage
Supply and Demand Ensuring that Barbour can provide customers with what they want at all times, a large storage area will allow retail assistants to provide a consistent high level of customer service. Storage is situated on the First Floor, adjoining the Barbour Office facilities.
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Basement
Bringing the Outdoor Experience Indoors Walking down the smooth spiral staircase, into the basement, the customer is transported to an outdoor world. The ceiling is transformed into a rolling dusky sunset sky, reflecting on the marble flooring. Again merchandise suspends from flowing contour installations that span across the basement’s limestone walls.
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Implementation
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Public Relations Key Messages - - -
Re-brand Entertain Innovate
Individuality, aspiration and innovation The main objectives are to establish Barbour as a youthful, dynamic and innovative brand for a younger market, through entertaining retail environments. Each customer must experience the sense that they are entering a unique environment; where each piece of Barbour clothing is distinct.
Flagship Store Opening - Launch Party To organise and implement all public relations regarding the opening of the store including Barbour’s Flagship Store opening, London based Public Relations company PURPLE PR will have sole responsability of Barbour’s promotional activity. Clients include Dover Street Market and Saville Row designer Richard James, therefore PURPLE are suited to promoting a British heritage brand such as Barbour, adding the dynamic edge that the company needs to entice a younger market. 32
Marketing
Online Communications The Internet will provide the brand with an infinite wealth of opportunity, reaching a wider audience in a cost effective and efficient way. This will be Barbour’s main source of communication and interaction between the brand and its younger customers. Advertising through Social networking sites such as Twitter and Facebook will be a relatively cost free form of communication and an effective form of media to target Barbour’s younger target demographic of 16-24 years. A new customised website incorporating the inspiration for and development of Barbour’s Flagship store will continually update the public of the stores expansion. To create a more experiential element to the site video imagery of artists multi media contributions as part of the store’s Living Wall designs and any events could be uploaded. An interactive website would demonstrate Barbour’s commitment to targeting younger markets whilst communicating important information to the public in an entertaining format.
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Press Release Launches its First Flagship Store Press Release August 16th 2011
Barbour, one of Britain’s iconic heritage brands, is to launch its first ever Flagship Concept Store on Thursday September 23rd.
Long been established as one of Britain’s iconic brands, Barbour is synonymous with quality, heritage and the quintessential traditional, country lifestyle. A long-standing favorite of the Royal Family, Barbour’s quintessential wax jackets have gained a cult following across all ages. Today Barbour is worn more as a statement than functional piece, becoming a fashion trend in its own right. Capitalising on this growing popularity, Barbour’s first Flagship Store will set the standard for the future retail landscape with a uniquely innovative interior environment. Located in the heart of Central London’s Piccadilly Circus, the launch will begin as the drop downs are lifted and the Flagship is revealed for the very first time. Inspired by the very landscape in which Barbour was born, the lines of the store will mirror the physical contours of the North East Landscape. The store design will provide a dynamic, modern space in which to shop Barbour’s entire collections all under one roof. By creating a strong retail environment Barbour can differentiate itself as a forward thinking brand that reflects Barbour’s initiative to target new markets through innovation and dynamic change, whilst retaining what epitomizes the brand; that of heritage, quality and tradition. The launch will also be promoting the brand’s new advertising campaign; Barbour…The Next Generation, aimed at Barbour’s younger customers aged 16-24 years. Food and drink will reflect the brand’s dynamic change provided by food design company Nomad who will be creating edible landscapes to mirror the Flagships interior inspiration. Aiming to nurture new design talent, in-store installations will showcase moving artwork and short films throughout the stores living surfaces.
For further information and tickets to attend the event, please contact Gemma.Lewis@
purplepr.com or call 020 789 368 42
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Recognition, Exposure, Profitability
Print Publications Exposure through specific magazine and newspaper publications that target the brands key demographics will gain Barbour recognition, re-educate perceptions and ultimately boost sales. Although it will be vital to reach our audience through print, resources will be needed to develop other areas of the business therefore advertisements will be few but well placed.
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Advertising Campaign Advertising will be a vital part of communications to re-educate the public’s perceptions of Barbour; The Next Generation.
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Outdoor Advertising
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Billboards As Barbour’s Flagship Store is located in Piccadilly, close to Oxford Circus and Regent Street, billboard advertising will be used along the main Oxford Circus high-street to attract customers.
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Look Book
Repositioning the Brand Promotional materials, such as this look book, will play a vital role in repositioning Barbour in the minds of a younger customer.
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Look books will promote Barbour’s new campaign; Barbour...The Next Generation.
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Autumn/Winter 2011 www.barbour.com