A Sense of Home Creative Strategy Georgina Akeroyd
Contents Page Outlook Concept - 5 Rational - 6 Brand Profile -7-8 Target Market 9-10
Market Research Surrounding Research 13-14 Primary Research 15-16 Competitors 17-18 SWOT 19-22 PESTEL 23 USP-24
The Project Website/ Re-brand 27-30 Trend Publication 31-36 Installation Event 37-48
Overview What’s Next 50 Budget overall 51-52 Time line overall 53-54 References 55+
Concept The “Sense of Home” project embraces interior brand HomeSense’s raw concept, rejuvenating their structure, to curate a revived aesthetic for the brand. Using a combination of; an inspirational consumer focused website, an installation event and a print trend publication, the aim is to refashion HomeSense’s market share and consumer range. Vivid, vivacious and influential, the brand will radiate its fundamental aura, to match its ever evolving brand relationships and stock. A preliminary installation and event will announce the launch of the fresh look, inspiring new target markets, and rejuvenating existing consumers. Highlighting HomeSense’s favoured trends of the season, is a print publication brimming with enticing content, providing influential themes to be interpreted within their individual home interiors.
5
Rationale ‘A Sense of Home’ is a development plan for brand HomeSense. The intention is to refresh the stereotype of the brand and maximise reach to its current and future market. Ensuring the concept of the brand is fully understood and simply radiated is key in capturing the thriving interiors market. (Mintel: Homewares 2015) A revived and up to date aesthetic will appeal to a more creative minded audience, reflecting HomeSense’s inner brand relationships and confidence in stock. Accumulating brand awareness and footfall within stores, through the introduction of the installation event. Homesense will build a rapport with clientele by re-establishing the website into an informative online portal for inspiration. Complimented by an influential trend publication, created to connect, inspire and fulfil a new level of relationship offline. A key driver of HomeSense’s current concept is the limited availability of stock, offering an element of exclusivity for the shopper. This unique method encourages and fulfils the needs of the current trend of diverse consumers who desire to be individual. (Refer to primary research, page 15) This opportunistic correlation is the ideal time for Homesense to pursue their rightful market share.
6
Brand Profile As an off-price retailer of home fashion, HomeSense, sits alongside TKMaxx in the TJX Europe multichannel European business.
2
400
5
Brands
Stores
Countries
TKMaxx and HomeSense make up the TJX Europe Group
Managing over 400 Stores
Operating in 5 different countries
2008 Introduced into the UK market in 2008
39
Stores Currently have 39 UK Stores
Up to 60% off RRP Up to 60% discount off quality branded homewares
Homesense proudly offer up 60% off RRP on branded and quality homewares. Representing an alternative approach to shopping, with an element of unpredictability. Their unique approach ensures that each store is individual, receiving daily deliveries and operates a ‘get it before its gone’ concept. Providing an evolving assortment of quality homewares and gifts from far and wide, HomeSense offer on trend seasonal stock at a discounted rate.
7
“In the long term we will reach 100 – 150 stores across the UK and Ireland.” - TJX Europe Footfall and reputation are key elements within the HomeSense world, their online presence is compromised to achieve the refreshing daily evolving, ‘get before its gone’ shopping experience. Therefore their branding and social media presence are further scrutinised with expectations to represent the style and essence of the brand. Currently only providing customer engagement via social media and an informative website. There is an opportunity for the brand to make a deeper connection with the customers through a variety of platforms. This is a brand that allows quality to be at the forefront of their reputation, promoting their products in a coy and modest manner.
17,000 Vendors
Figure 1: HomeSense Facts
Exploring over 100 Countries
Year round buying
8
Target Market TJX Europe have a company generic ‘one fits all’ style target market. Examining this style more closely unveiled common characteristics of the current HomeSense customer.
Customer Profile:
Open-minded, Value for money, Imaginative, Driven by quality, Embraces change, House-proud.
Likes Individuality Exclusiveness Reading Cooking Gardening Photography Trying new things Trends Craft work
Creative Spiritually Open Opinionated Optimistic
Inspirations
Dislikes
Colour Texture Fabrics and Materials Patterns
9
Attitudes
Uniformity Mass produced Bad availability Pessimistic Structure
It is evident through primary research (page 15) that HomeSense currently ineffectively connect with their audience. This provides an opening to focus on specific consumer demographics. The project will focus on ‘Elite Creative Curators’ who are leaders within the trend cycle and have an influential online presence. Disseminating personal opinions amongst their followers, will infiltrate the awareness of HomeSense to the wider audience. This process combined with the current trend of individuality (primary research, Page 15) provides the ideal consumer for HomeSense.
Elite Creative Curators
• • • • • • • • • • • • • • •
Early adopters 21-45 Creative industry job/ hobby Social media savvy Majority female Curator Keen interest in upcoming trends Likes to be different Stylish Outgoing Interested in the design industry Open to influences Often attends the design festivals Likes bold looks Searching for individuality
Figure 2: LSN Global
10
Market Research
Surrounding Research “The off-price retail sector as a whole is growing faster than most other retail segments, with a CAGR greater than 10% over the past five years, well above the 4% average annual growth rate for apparel retail.� - (Wikiinvest 2015)
Figure 3 : Mintel Homewares 2015
The largest segment of Department stores and Discount Shops are the category HomeSense fall in, presenting the evidence that HomeSense have plenty of market share to gain.
13
“Consumer spending on all homewares rose for four successive years from 2010-14 and reached £9.7 billion in 2014.”- (Mintel: Homewares 2015) “For the homewares market the number of 25-34s was identified to have the most influence on the market volume, as these people are usually setting up home and our research shows that they buy more homewares than other age bands. The second factor used was personal disposable income as people who feel better off are freer with their spending on goods for the home.” - (Mintel: Homewares 2015)
The previous statements and facts provided have supported the development of this project.
14
Primary Research
To gain more insight into the project, a collection of primary research has been collected. The influential findings are as follows:
Helen Jamieson
An interior industry expert, specialising in Trend Analysis at Trend Bible and Interior design. Throughout the interview valid point were made, below are the most relative comments that affect the details of this project. (The full transcript can be found in Process book)
Figure 4 : Trend Bible
“Yes, the homemade products trend does provide an element of creativity and individuality for a consumer... I think this has been driven as part of the rejection of mass consumerism and rejection of big corporations”
“ A key consumer trend we are looking at is the move towards a more creative lifestyle ... any activity of home decoration that is a way to express creativity and that can be published online is effecting the interior industry, causing growth. ”
“So I guess in times of uncertainty people retract to their home, in the recession we saw the home become more of a place of entertainment, because people just couldn’t afford to go out. People were investing in stuff for the home and creating a nice home environment ... I think even though the economy has picked up the home still remains a focus.”
This Insight into the industry provides vital support that this is the ideal time for HomeSense to attempt to expand their brand awareness using the installation event. Pushing their ‘once in a lifetime finds’ will fulfil their consumers desire for exclusivity.
15
Two focus groups have been hosted to investigate the reasoning and realisation of the project further. Focus group 1: Included 6 current target market consumers who have not heard of HomeSense Focus group 2: Included 6 current target market consumers who have shopped at HomeSense before. The elements of this focus group highlight all the considerations looked at for this project. The main influential feedback is stated below: (The full transcripts can be found in Process book)
Logo and Branding
• Summed up as visually misleading, commonly thought of as a garden store. • The majority of feedback suggested the present brand logo was outdated and in need of some modernisation. • Website understood as uninviting and pointless. • The concept and tone of the writing was liked and strong but doesn’t really match the logo.
Figure 5&6 : HomeSense
Inspiration
People search online and in magazines for their inspiration. The group feel it would be beneficial for HomeSense to provide more visual inspiration. A customer with a lack of creative vision could feel overwhelmed by the vast array of stock in-store. The necessity to create a deeper understanding on how to interpret the trends would be beneficial. The trend publication would support the movement of a more creative lifestyle. To initiate the launch of the Trend publication it is suggested that it should initially be available free of charge. It was evident that the publications should include other realistic elements of the trend such as colour and texture rather than HomeSense stock that they may be unable to purchase.
16
Competitors HomeSense have a broad range of competitors as a result of their wide range of stock. There is a limited number of stores that offer a similar concept of quality products at a cost effective price. The competitors considered for this project all have a physical store and have been segmented into primary, indirect and aspirational competitors.
Affordability
Quality
Low
17
Low
Figure 7 : Brand Logos found on Google Images.
Primary Competitors HomeSense cover all aspects of home accessories, furniture and garden. The company offer a dual fascia concept to some of their stores by featuring their sister brand TK Maxx under one roof. The abundance of brands that contribute to creating the HomeSense concept, is why Department stores, in the middle to upper class sector, are its main competitors.
18
SWOT for Brand
19
20
SWOT for Project Strengths
• Up to date look which reflects tone of voice resulting in a clear concept. • Online interaction available to aid and enhance consumer relationships. • Brand awareness initiated through media coverage. • Increased footfall and online traffic due to increased awareness. • Increase in target market emails and social media following. • Provides interaction with brand, builds rapport on a more personal level. • Offers a quality offline connection with the brand for consumers to interact with. • Clear understanding of the brand concept will maximise reach to consumers. • Increase awareness and amount of users for Snapchat. • Increase engagement with the brand.
Opportunities • Expansion. • Opportunity to do an event similar again if successful. • Potential to collaborate with other companies. • To increase target market e-mails and social media followers. • To interact with consumers on an international level. • Develop the Trend publication. • Word of mouth promotion.
21
Key ReBrand
Installation
Trend Publications
All
Weaknesses
• Economic status. • Could be misconstrued by the existing target market.
Threats
• People don’t recognise the re-brand. • Risk of losing some of the audience through re- brand. • Could be overshadowed by unknown competition. • Technical issues of event could affect its successful. • People don’t interact well with installation. • Consumers without a phone will have a less personal experience. • Interest in home interiors market could decrease at any time, affecting the industry and company. • Rapid expansion/demand not prepared for.
22
PESTEL
23
USP This research has allowed the opportunity to re-clarify HomeSense’s Unique Selling Point :
24
The Project Details
Re-Brand HomeSense will take on a revived look by updating the branding to accomplish a clear voice within the market. The re-brand output will consist of a website layout design, a new logo and these features will infiltrate though Point Of Sale (POS) in-store and advertising.
Launch: Thursday 22nd September 2016 Overall Look
The look will radiate their vivacious and ever evolving concept, incorporating patterns and textures from their trends and inspiring content for the season, initially created for the seasonal trend publication.
Logo
A more complex logo design is planned which reflects the USP and in-store concept of continuous stock rotation. The pattern fill within and around the font will be interchangeable and adapt to be relative to the seasons. Initially the font will be a refreshing solid green colour surrounded by a detailed pattern. This will be inverted for the adapted logo style. The constant in the logo will be the type and size of the chosen font.
27
Content
The current website will be amended to develop and support the new theme of branding. It will be designed to attract and inspire new and old clientele whilst retaining the simplicity of the original concept. The informative website will preserve key brand information but will be complemented by additional enhancements. The proposed videos featuring textures and colours will underpin the trends and provide a depth of understanding.
Staffing Project Manager Overseeing all aspects of the project, incorporating Freelance Website Design and content for Online Video footage. Website Developer To facilitate the changes for the website. Current Website Developers employed by TJX Europe will fulfil this task within their job role. Content Curator The in-house team who deliver the current social media campaigns and document the website will manage this. This will be included within HomeSense’s current budget.
Website
This will be outputted in the layout of website wireframe and interactive PDF, including the texture driven videos.
Figure 8 : Website flat plan example found on Google Images.
28
Re-Brand Budget Breakdown
Cost
Staff:
Details
In-house Website Developer
£18.00 per hour x 22 hours
Photographer/ Cinematographer (including camera)
£20.00 per hour for 16 hours
= £320
New Illuminated store fascia (Signs include design guidance and installation)
£2000 x 39 Stores (maximum)
= £78,000
Studio Hire (Including equipment)
£ 95 per day x 2 days
= £190
Budget on props
£200 on materials for shoot (excluding stock)
=£200
= £396*
Items:
In-house POS re-design
In-house POS re-design incorporating: The POS items listed to the Carrier bags right are already accounted for Treasure reward cards within the HomeSense budget, therefore it will only be necessary Receipts Labels to replace the old artwork In-store signs designs with the new ones.
Totals:
29
For Website:
£ 1,016
For whole Re-Brand :
£79,106
Included within current budget.
Timings May 16
Logo Design begins
Website Design begins Logo design agreed
June 16 Contract sign constructors , begin artwork design
Book Studio and Photographer Website design drafts in
POS design drafts made
Aug 16 Signs sent for construction (6 weeks needed) Conclude on content ideas. Shoot the content. Prepare for Redesign of the website.
Sept 16
Website Developer and Project Manager agree on look and implementing design onto the website can begin.
1 day to go In-store POS i.e. Signs, receipt rolls and displays replaced with new.
POS Confirmed and sent for print. Look for inspiration relating to trends for new website content. Website design confirmed. Find Props. Edit video’s and content. POS Distributed to stores with normal deliveries as usual.
3 days to go Sign installation can begin - out of hours.
Launch day
Launch Website
Post ... Installation of fascia signs finish Maintenance of website
30
Trend Publication Production of a Trend Publication will provide an opportunity for HomeSense to broaden the public awareness of their brand concept. Key features will inspire and connect with the creative audience, specifically aimed at the chosen demographic of Elite Creative Curators. Focusing on three seasonal trends the content will be inspiring and will drive purchases in-store, encouraging people to interpret these individually through HomeSense’s products. Within the publication will be a collection ideas suggesting how each trend could be interpreted. This will include an assortment of; mood boards, collages, still life photography, colour and texture combinations, advice on colour proportions and interior style ideas. This physical publication will provide consumers with an alternative platform for interaction with the brand, in addition to the online option. It is an opportunity to radiate the brands essence using their strong tone of voice, very casual and welcoming, presenting a modern and stylish outlook. Ultimately fulfilling their inspirational desires discovered in the primary research. (Page 15)
Figure 9+10: found on Pinterest
Specification
The size of the publication will be bespoke measuring 17 cm high x 13 cm wide. Each Trend will be sewn bound and will contain approximately 30 pages. Paper stock: 200gsm silk for the body 90gsm cover with an outer layer of translucent tracing paper to finish. The paper will have a matt finish and an overall high standard of quality.
31
Trend 1
Trend 2
32
Trend 3
33
Distribution The publication will be available via an online application form, targeting consumers with a genuine interest backed by the evidence taken from the primary research (page 12). This will initiate as a free publication to invite interest but could progress in time to a purchasable product. Supplying on an ‘application only’ basis will retain a more cost effective approach. The level of interest will act as a gauge for production following the initial supply. The planned biannual publication will be generated to cover, Autumn/Winter and Spring/Summer. The initial booklet will focus on Spring/Summer 2017 and will be distributed as an offline document in order to retain the charm, purpose and authenticity of the brand. Alternative content will be provided online via the website to satisfy this need. (See Re-Brand, page 27). The initial print run of 2,000 will supply the exhibition and will be available within each room of the installation. The 3 Trends will be versatile in the manner they are bound. The format will be adaptable and allow the order of Trends to change so that the first Trend of the publication is relative to the room. Postage will be free and distributed via second class Royal Mail in protective card envelopes. Cost of postage estimated at ÂŁ1.19 for a large letter up to 250g within the UK. (Royal Mail)
34
Trend Budget Breakdown
Staff:
Details
In House Writer
Under the Project Manager role
Photographer (Including camera)
£20.00 per hour for 16 hours
Stylist
Under the Project Manager role
Design cost -
In house social media and online content creators
Content Studio Hire (Including equipment) Budget on props
Cost Already Included = £320 Included
£ 95 per day x 3days
= £285
£300 on materials for shoot (excluding stock)
= £300
Printing Printing cost
2,000 copies for initial print run, as advised from Pressision.
=£ (Covered by Pressision)
Postage Costs
Posted 2nd class to UK address’ only
= £1.19 (Per issue)
Totals: £ 1225.00 before postage
35
Timings
May 16
Research Seasonal trends.
Agree Trends for publication. Book Photographer, stylist and Studio
June 16 Agree focus of colour.
Shoot the Content ( 2 days)
July 16
Create image content.
Create written content
Arrange layout Conclude and proofread
Send to print (4 weeks)
Sept 16 Distribute Prints to event*
Launch event Distribute Prints to consumers and print more when necessary
Aug 16
Make adjustments where necessary
Receive Prints
3 days to go Publications feature in rooms.
Post ...
* Only applicable for the project and initial event.
36
Installation Event Installation Summary 22nd-25th September 2016 The ‘A Sense of Home’ project will launch the re-brand and the planned avant-guard installation will be the first place the ‘new look’ is seen. Utilising existing stock as inspiration allows the constantly evolving products to be promoted in an effective manner. The purpose to attract the attention of the media, consumers and industry professionals, devising a more innovative and creative brand reputation. The installation will be constructed by HomeSense to be available over a 4 day period and will take place during London Design Week 2016, as part of the Tent and Super Brands design destination. It will consist of four rooms developed within a ‘house’ constructed inside the location selected (page 41). Three rooms will be designed and styled incorporating one of the three trends featured within the Trend Publication, created using HomeSense’s products. It will exhibit the ideal colour proportions recommended in the Trend Publication demonstrating how to execute and apply the trend with individual flair. The fourth room will be dedicated to the collaboration with Snapchat displaying a projection of the live story. Components of the room will consist of products purchased by the In-house buying team, within the proposed budget of £20,000. The buyer will use the chosen trends as a primary focus when sourcing the installation stock. The items chosen will be open to purchase at the event however in order to retain the HomeSense concept a limited quantity of only 5 of each item will be available, working on a first come first served basis. The items will stored within the TJX Europe warehouse system and delivery details will be arranged at the time of purchase. Including the option of attendees purchasing items will replace the initial invested £20,000 to stock.
37
The ‘House’
A Bespoke, easy assemble, flat pack house will be designed and constructed by Aardvark Joinery. Building on one of their current designs of a small tea house. The House will wrap around the Truman Chimney. This can be easily stored by Homesense in their warehouses and could be reused for future events.
Figure 11+12 : Aardvark Joinery.
Surrounding Area
The encompassing space around the ‘house’ will be dressed as a Garden. Using HomeSense’s stock of false flowers and garden furniture/ features. A Hanging garden will be constructed at the rear of the house towards the exit of the event.
Figure 13, 14 and 15 : Found on Pinterest.
38
The Collaboration - Snapchat
Snapchat is the fastest growing social network “Snapchat has an estimated 200 million monthly active users and 100 million daily active users, which puts it ahead of all of its other competitors after four years” (Adweek.2015). It is the ideal platform for HomeSense to collaborate with for this installation event. There will be a dedicated room within the ‘house’ featuring a live stream of projections taken by the attendees and posted on to the live story. To generate the Snapchat projections there will be an array of questions devised and delivered via Snapchat to stimulate visual responses. The questions will relate to the Trends, and trigger a ‘sense of home’. The Snapchat responses will be used within all online platforms to attract additional exposure. Incorporated within the collaboration, Snapchat will develop a live story that attendees can post to as part of the event. Snapcode, an inbuilt feature of the application, will be utilised as a method of purchase for desired items within the room. Each item available for purchase will have a scan-able Snapchat code on the label and the customer will scan this using their Snapcode scanner and ‘add it’ to their Snapchat contacts, ultimately acting as a shopping basket. This can then be used at the till to complete purchases and provide delivery details. Further information is available in the Promotional Strategy document. In order to maintain the stock availability, the free stock tracking system Magento will be set up to manage the number of items available for distribution. This will be controlled by the HomeSense Sales Assistants at the till. Figure 16 : Snapchat
39
Sponsorship- Pressision
Figure 17 : Pressision
A sponsorship agreement with Pressision printing company has been agreed in support of the event. Pressision are creative printers and finishers based in Leeds and London. They have the ability and facilities to handle all print jobs from standard to bespoke, providing something for all kinds of brands at all budgets. Pressision will cover the costs of the Spring/Summer 2017 trend publication and exhibition guides up to a maximum of ÂŁ10,000. An arrangement will be organised with their London office to plan more prints throughout the event if needed. Both prints will feature their contact details within the documents. In return for the sponsorship Pressision will receive exposure at the installation event where they will have access to create invaluable contacts with potential clients. They will be provided with an segmented area in the installation room to be able to showcase and promote their service to the media, trade and industry professionals, which contributes to over 80% of Tent and Super Brands visitors. (Tent and SuperBrands)
Exhibition Guides Exhibition Guides will be the output for the Installation Event and will be provided for visitors to fully understand and interact with the installation and brand. Pressision will also cover these costs with an initial print run of 3,000. Further details are provided within the Promotional document.
40
Location Boiler House 152 Brick Lane London £5000 per day Industrial brick warehouse venue. The venue is very bright with extremely high ceilings, large windows and skylights The Boiler House is the ideal location for this event as it sits within Tent and Super Brands Design Destination at London Design Week. It features the high ceilings required to construct the ‘house’ within a sheltered environment. The location provides easy access for delivery and ease of construction with a large back yard included. All utilities and insurances are included within the hire charge. The Boiler House is easily accessible via public transport and is apart of the Super Brand and Tent venue.
Figure 18,19 and 20: Truman Brewery
Floor Plan - Including typical experience diagram.
Figure 21: Truman Brewery
Key: Room 1- living room Trend 1 Room 2- Kitchen Trend 2 Room 3- Bedroom Trend 3
Room 4- Dining room Snapchat Projection Hanging Garden Snapchat helpers desk HomeSense helpers desk and till. Pressision desk Typical path through Installation. Entrance
Exit
42
Installation Event London Design Festival
An optional promotions package is available when becoming a partner of LDF. The select package for HomeSense is detailed below. Further details about the Promotional Strategy are available in the Promotional Document. Figure 22: London Design Festival
Statistics of 2015
Days - 9 days long Direct contact: 350,000 people
Statistics
Footfall - 25,482 total attendance Press - 6.3% Consumers - 19.8% Trade - 73.9% This festival will appeal to the specified target audience and media. Figure 23: Trueman Brewery
43
Staffing
To staff the event will require: Snapchat: Three Snapchat ambassadors, one of which will be a technician. HomeSense Sense Associates: Two Sales Assistants Six floor assistants (covering a maximum of 9hrs per day. All trained on the Magento system.) IT Technician. Project Manager will be on hand throughout the whole duration of the event.
Logistics
The stock for the event will be delivered using the TJX Europe current distribution services as normal. Smaller deliveries of the consumer purchased items, from the installation, will be completed using Tuffnell’s Delivery. Prices will vary depending on item sizes and specification and will be paid for by the consumer. (Tuffnells)
44
Budget Breakdown Details
Staff: 3 Snapchat ambassadors, one of which will be a technician.
Provided by Snapchat £20.00 per hour for 16 hours=£320
2 Sales Assistants 6 floor assistants IT Technician
Covering a maximum of 9hrs per day. All trained on the Magento system. Provided by HomeSense
Buyers/ stylists
HomeSense Staff - within their duties as a buyer
Installers/ Labourers
Constructing the wall attachments and hanging Garden
Construction
Cost £320 x 3 =£960
In House
Included in wall coverings
Location- The Boiler House
£5,000 a day x 7 days
= £35,000
‘House’ - design and construction included.
Aardvark Joiners take full responsibility in delivering and constructing the house.
= £ 18,000
House Interior
Maximum budget
= £20,000
Garden Surroundings
Seating areas for the attendees and the surrounding area of the ‘house’. Maximum budget
=£ 10,000
Wall coverings
To cover the walls of the house and walls of the location, including labour for the whole event.
= £4,000
Logistics
Costs covered by In-House facilities.
Till
In House Cost
4 ipads
4 ipads hire for a week including 3x floor stands
Exhibition Guides
45
3,000 initial copies printed
= £100 Cost covered by Pressision
Event Total: £ 87,100.00
Timings May 16
Confirm with Pressision and Snapchat Book Location
Confirm Measurements - Give Joiners go ahead to build Contract: Installers Book: ipads Exhibition guides confirmed
July 16
Interview Staff volunteers for event. Finish Buying Set up Magneto with products online Run though software check with Snapchat.
3 days to go
Delivery and Construction of wall coverings Finish Building ‘house’ Label up the stock/ snapchat software
1 day to go
Hang the Hanging garden
Dress rehearsal, Health and Safety check Ad-hoc duties and touch-ups
Post ...
Deconstruction of house (sent to warehouse for storage) Empty room
Confirm LDF, Tent and Super Brands.
June 16
Contact Aardvark Joinery to begin designing house Send buyers buying House and Garden Contract: Wall coverings Exhibition guides Design begins Collection of all stock for exhibition distributed to the London warehouse.
Aug 16
Train chosen staff Set up Magneto with products online
Sept 16
Collect Props needed for inside house. Stock Delivered for ‘house’ Delivery and Construction of ‘house’
2 days to go
Delivery of more stock - Decorate houses Set up the till Finishing touches
Launch event Pick up of stock Deconstruction of garden and wall coverings
46
Installation Event Risk Assessment
48
What’s next? Possible follow up proposal is as follows: • A tour including a series of pop up stores using the ‘house’, to increase brand awareness and footfall. • Opening of more stores in cities (just accessory based) - dependent on the success of the project. • Continuation of seasonal trend publication twice a year possible future payment of these of these could generate revenue. • Continued development of the brand look/ website and social media • More investment made in advertising.
50
Finance Staffing
All Staff marked with a * are within HomeSense’s usual budget and can be included within/may replace other duties within their roles.
Project Manager
Running through all events the project manager will oversee the whole project, being fully involved in each section. All jobs included in this are represented with a ^. ÂŁ2,500 per month spent running the project (5 months Long)
51
Basic Budget Re-Brand Staff
Project Manager ^ In-house Website Developer
Cost =£12,500 = £396*
Studio Hire (Including equipment)
= £190
Budget on props
Re-Brand Total :
2 Sales Assistants*
InHouse covered
IT Technician * Buyers/ stylist*^ Installers/ Labourers
Items:
= £78,000
Cost
6 floor assistants*
Photographer/ Cinematographer = £320 (Including camera) New Illuminated store fascia (Signs include design guidance and installation)
Installation
Construction
= £35,000
‘House’
= £ 18,000
Garden Surroundings Wall coverings 4 ipads
£91,606.00
Exhibition Guides
.
Event Total:
Trend Publication Content creator/ In-House Writer ^ Photographer (Including camera) Stylist^
Content
Cost In House = £320 In House
Studio Hire (Including equipment)
= £285
Budget on props
= £300
Included in wall covers.
Location House Interior
=£200
Included
= £20,000 =£ 10,000 - £4,000 = £100 Cost covered by Pressision
£ 87,100.00
Project Cost Total:
£ 179,931.00
Printing Printing cost Postage Costs
(Covered by Pressision) = £1.19 (per issue)
Totals: £ 1225.00 (Before postage)
52
Main Time Line 1 week to go - 15th Sept Maintenance of redesigned website. Last checks.
Run through software with Snapchat Delivery of Exhibition Guides and Trend Publications- warehouse Construction of installation begins with ‘house’ Delivery of stock and props Delivery of Exhibition Guides and Trend Publications at location Begin decorating rooms Implementing design onto the website can begin.
1 days to go - 19th Sept Hang the Hanging garden
Set up the till Sign installation can begin out of hours. Trend Publication featured in rooms Installation of fascia sign can begin installation - Out of trading hours
All Props organised and in warehouse storage ready.
3 days to go - 19th Sept Constructions of wall coverings and garden Delivery of stock and props
2 days to go - 19th Sept Finish wall covering and garden
Finish Labelling up the stock/ Snapchat software
Finish Building house -conduct structural examination
Label up the stock/Snapchat software
Dress rehearsal, Health and Safety check Conclude styling of rooms and Finishing touches Launch Website at 12:01am
Rebrand
Installation
Launch -Day 1
Thursday22nd of September 2016 Open 10am - 7pm This will be the first day of the new re-branded HomeSense.
Day 3
Saturday 24th September Open 10 am - 8pm
Trend
Maintenance of website In-store POS i.e. Signs, receipt rolls and displays replaced with new.
Day 2
Friday 23rd September Open 10am - 8pm Maintenance of website and keeping Trend Publication stocked up
Day 4 -Last day Stock is emptied out of the location and transported to warehouse
After Hours Joiners begin to de-construct Buildings
Post Event-Day 1 Joiners finish deconstruction of ‘house’ Flat pack house transported and stored at warehouse
Distribute Trend Publications to consumers and print more when necessary
Sunday 25th September Open 11am -6pm After Hours Labourers begin to de-construct wall coverings
Labourers finish deconstruction of wall coverings Return ipads
Post Event- future Installation of fascia signs finished.
54
References Image References Figure 1: http://www.homesense.com and http://www.tjx.com/index.html Figure 2: https://www.lsnglobal.com/macro-trends Figure 3 : http://academic.mintel.com/display/715701/ Figure 4: www.trendbible.co.uk Figure 5+6: http://www.homesense.com Figure 7: www.google.co.uk/images Figure 8: www.google.co.uk/images Figure 9+10: www.pinterest.com Figure 11+12: http://www.aardvarkjoineryshop.com/summer-rooms-44-c.asp Figure 13,14,+15: www.pinterest.co.uk Figure 16: www.snapchat.com Figure 17:www.pressision.co.uk Figure 18, 19 +20: http://www.trumanbrewery.com Figure 21: http://www.trumanbrewery.com Figure 22: http://www.londondesignfestival.com Figure 23: http://www.londondesignfair.co.uk
55
Text References Rational: Page 6: Mintel Homewares 2015 : http://academic.mintel.com/display/715701/ Surrounding Research: Page 13: http://www.wikinvest.com/stock/TJX_Companies_(TJX) Page 14: http://academic.mintel.com/display/715701/ Snapchat: Page 39: http://www.adweek.com/socialtimes/snapchat-is-the-fastest-growing-social-network-infographic/624116 Tent and Super Brands: Page 40: http://www.londondesignfair.co.uk Tuffnells: Page 44 : http://www.tuffnells.co.uk/home Employment Wages found on: http://www.payscale.com/research/UK Studio Hire: http://www.studiophotogallery.com/prices
A Sense Of Home
Georgina Akeroyd W13014127 Fashion Communication Northumbria University