l i o p S . . . f l e s r u o Y
DE0921 - Events Management Georgina Akeroyd
Ryan Lo Spoil Yourself... Pop Up Shop 6th-8th March 2015
We propose a Pop up store as an expansion for Ryan Lo the brand. This booklet provides further depth into the research we have covered and additional detail into the essential elements of the pop up suggested. It should provide you with a clear vision of the pop up we believe would suit the Ryan Lo brand for the budget provided. 1
Contents Page Contents
Page numbers
Ryan Lo NEWGEN
3 4
The Brand 5-6 The Collection 7-8 Why a Pop Up 9 Target Market
10
Collaberation
11
Sponsorship
12
Marketing
13-14
Theme and Concept
15-16
Experience
17-18
Venue
19-20
Window Displays
21-22
Instore Visuals
23-24
Key Drivers
25
Event Details
26
Budget
27-28
Timing and Gantt Chart
29-30
Logistics
31-32
What’s Next
33-34
Invite
35-36
Referencing
37-38
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Ryan Lo
YouTube taught designer Ryan Lo originates from Hong Kong, but since living in London his career has blossomed. Taking part in the last 5 London Fashion shows the brand of Ryan Lo is taking off to say the least. As an avid Sex in the city fan, Lo’s brand oozes everything feminine and dress up after all, he claims his target audience is women who like to spoil themselves. As an emerging brand Ryan Lo has two stock rooms that are the only places of purchase for buyers to view the clothing. The only place customers can reach his collections is through recent stocker NetA-Porter. Therefore the next advancement forward would be to a physical shop where customers can see and feel clothing in person before purchase. The locations of Ryan Lo showrooms:
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London
Paris
Designer Showrooms: NEWGEN West Wing, Ground Floor Somerset House, Strand London WC2R 1LA
Le Loft Off rue Saint Antoine 28, Impasse Guéménée 3 Cour Bérard, Paris
NEWGEN NEWGEN the British Fashion Council’s landmarks scheme supports the elite of emerging talent of those who have the potential and drive to create the futures leading fashion brands. The support is financially and opportunistic based to give the designers a push in the right direction, speeding up the process of building up the brand. The main benefit of this opportunity is showcasing their seasonal collection to appeal to influential buyers at London fashion week. This allows the designers to tap into the well-earned reputations of the British Fashion Council, Topshop and NewGen and their relationships with trusting, influential contacts. Ryan lo is a previous winner of the NEWGEN Menswear Award. Sponsorship like this delivers bespoke support for each chosen designer, as well as the assistance to build and expand their brand to have a presence on their market and the fashion industry. Past NEWGEN winners include; Alexander McQueen Christopher Kane Erdem Jonathan Saunders J.W. Anderson Mary Katrantzou Roksanda Ilincic Simone Rocha These Designers have all gone on to be extremely successful brands, evidencing the effect that this scheme can produce. As proven above, there is only room for the elite of talent on the NEWGEN schemes.
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The Brand Ryan Lo’s designs are almost guaranteed to have lashings of sequins, frills and textures and we wouldn’t have it any other way. Lo’s brand radiates his personality through his collections and brand embracing nineties nostalgia. With one of his core inspiration as Sex in the City, the brand is every girls dream dress up wardrobe. In a pursuit of romance his collections regularly capture the unconventional essence of love and how to approach it. Fantasy is at the soul of the brand. It is noted that Ryan Lo’s collections reflect a story of ‘a girl who likes to spoil herself’. Moving from the desperate single girl collections, which feature power dressing quotes like ‘ PUSSY, CUM ASK ME OUT’ the collections that follow have now moved on to a less abrupt approach to hunting love. Ryan Lo insists he does not follow any trends, he just designs what he feels, he believes his clothing is not something you would pop to the shop in, it is occasion wear. Words to describe his brand would be grumpy, sweet, colourful, girly, and feminine.
Above are Logos we have created that represents Ryan Lo the brand. A brand is almost impossible to advertise if it lacks a consistent logo customers can learn to recognise and remember. We have created two simple looks, which work together well and provide versatility, as there is a main logo and a smaller symbol logo to work with. These will be used on branding items like the gift bags when purchased something, in the store Windows and on the clothing labels.
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Mood Board
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The Collection SS15 Club Tropicana, the Spring/Summer15 collection is based upon every woman’s relatable character Carrie Bradshaw. Ryan frequently uses the Sex in the City theme in the designs. Ryan’s love of cheesy tacky and cliché characteristic has been inspired from some of his favourite childhood films such as South Pacific, Miss Saigon and Muriel’s Wedding. Other inspirations come from his favourite childhood films characteristics of what he describes as “ cheesy, tacky and cliché”. This is just what he loves about the, and applies films south pacific, miss Saigon and Muriel’s Wedding. Garments in the collections include shades of aquatic iridescent and incandescent materials that reminiscent of the sun catching sea. These are shaped into garments like shell bustiers, knitted dresses accessorised with nautical headwear and bags. The SS15 collection’s basic focus is the Sex in the City character ,dressed up with an under the sea theme. This combined with his typical brand stamp of nineties embellishment and his trademark “lots of pink frocks” is obvious throughout. When showcased the collection was complimented with music from Blondie , the spice girls and highlighted with Cyndi Lauper ‘Girls just wanna have fun’. This emphasises what the collection is about.
na a c i p o r T Club
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In typical Ryan Lo Style, the Club Tropicana eco-friendly collection was displayed at the Topshop Café Showspace in King’s Cross, London. Presented in the style of an 80’s Barbie beach set, it included banana leaves, deckchairs, ukuleles, flamingos and palm trees. The main retail purpose is to increase awareness and pilot sales for the Ryan Lo S/S15 collection. We also plan to sell his Autumn/Winter 2014 collection at a discounted price to gain more sales and retail expansion through increasing availability.
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Why a pop up?
We felt the best way of expanding the brand would be to produce a pop up, the benefits of Ryan Lo’s brand doing this are: - - - - - - - - -
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Increase target market Increase accessibility Increasing brand awareness Testing out potential locations Testing out stock which sell best to the clientele Allowing a more personal connection with the consumer in order to create an emotional connection, providing a more loyal relationship between the brand and the consumer. Show the brand personality Get consumer feedback Increase consumer database
Target Maket “A Women who likes to Spoil herself”
Ryan Lo has gained two types of target market generated from his London Fashion Week . This inevitably attracts the wealthier young professional and fashionista’s. Typically these people are eccentrics and are on constant lookout for the next big thing. The second market comes from the awareness that Topshop provides through sponsorship. This involves the high street shoppers who will follow the brand through the medias Topshop provide. The lack of accessibility to brands like this, make it appealing to these markets, as everyone always wants what they can’t have. The two markets together create a larger target market than typical emerging designers. Both of these target markets will assist the brands expansion. Support and awareness are essential factors to aid the expansion. Ryan Lo in an interview described his target market as ‘a woman who likes to spoil herself.’
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. . . g n i r u t a e f o L Ryan
Collaboration Topshop have been British fashion supporters for over 10 years. They teamed up with NewGen back in 2001 and ever-since they have been sole sponsor of the project. Topshop have the opportunity to help the transition from designer to brand. They can do this by using their wide target market and influential contacts. As a part of the NEWGEN scheme, Ryan Lo has access to support levels such as the British Fashion Council, Fashion East and also Topshop. As Topshop have previously contributed in a large way to the success of Ryan Lo, this proves the belief and potential they see in the brand. We made the obvious proposal of collaborating with Topshop when creating our Pop up event. This was a blatant advancement for the brand to take, as we knew Topshop liked the SS15 collection and supported the brand ethos. This was confirmed by allowing Lo’s London SS15 show to take place in their Kings Cross London Café as previously mentioned. The contract benefits both parties.
Ryan Lo Gains: - Access to Topshop’s large target market - Remains a high-end boutique, as the collection will feature with similar brands like Topshop unique - The pop up will provide an opportunity to test location for future expansion - An accessible space in Oxford Street store.
Topshop Gains: - - - - 11
Test of stock on what sells to their clientele Commission on what is sold Brand awareness through marketing Keeping up-to-date with similar brands that collaborate with designers and can offer their customers similar experiences in store.
Oxford Street Flagship store
Sponsorship We propose that Topshop will match our budget of £7,500 in order to provide us with a £15,000 overall budget. This will allow us the potential to create a pop up radiating the Ryan Lo brand personality. The Topshop stamp will maintain the standard of their previous collaborations. The Topshop brand fits succinctly with Ryan Lo’s Target Market of girls from the age of 20 who like to spoil themselves. The experience that Topshop’s Oxford Street flagship store offers celebrates this. Topshop’s wide range of collections including petite, tall, with boutiques and unique, allow Ryan Lo to add to the experiences Topshop Oxford Street create for their customer everyday. The collection is refreshingly unusual but still appealing to their customers. We have taken into consideration the fact that the majority of Topshop clothing is high street and the price tags of these garments are worlds apart. However, Topshop Oxford Street house their very own boutiques like Topshop unique, which is also featured on mutual stocker Net-A-Porter. This common ground shows the similarities in the brand and how they could work together. Therefore this sponsorship and collaboration succeeds, as this connection could lead to the opportunity of a clothing collaboration for the Ryan Lo brand, furthering his sales and expanding his brand on a wider base. We will produce our pop-up with the help of Topshop through access to their media base, as well as exploring the use of previous Topshop DJs and photographers. If the pop up goes as well as expected then Ryan Lo will gain a boutique space within a flagship Topshop store. This will advance the Ryan Lo brand even further, increasing opportunities on the high street. However, we plan to still keep to the exclusivity of the brand, as the space will be based in a boutique section. 12
Marketing Current Currently Ryan Lo is on social networking medias like Instagram and Facebook. This is solely how he keeps his fans up to date and engaged. He and his team write in a personal style creating a more intimate level of communication.
The Event/ Topshop During this event as previously stated one of the main aims is to increase brand awareness. This will be conducted through the help of Topshop’s marketing techniques such as; their social medias, leaflets, brand magazine, website and blog. These multi media channels, when used together have an impactful effect and will generate the attention needed in order to attract people to the pop up event. It will also increase awareness of the event and brand, which will hopefully produce a substantial amount of custom from the event.
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Below are some examples of previous marketing advertisements for Topshop. These are the types of marketing techniques that will be created for Ryan Lo.
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t p e c n o C d n a e m e h T
This is the mood board of our chosen theme and concept. We believe we have captured the brand personality in the selected concept and have also kept the nautical theme, which runs through the collection. We aimed to keep the space simple in order to compliment and not overpower the clothing. We understand this is a crucial factor in the event and must be correct
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Experience We propose that the pop up shop has several activities in order for the customer to remember their experience. We felt these activities need to reflect the brand and the collections we are representing. The chosen activities we suggest are:
Prise Draw
Sign up with email address for chance to win Ryan Lo scarf
Polaroid Photo booth
Bar - Serves
free coconut water in the day and free cocktails at night from 6pm
Polaroids as souviner for customer. promotional use for brand.
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Pick’n’Mix Stall
to bring the fun fantasy side of people out.
DJ- Playing a mixture of remixes from
nineties classics, similar to what was on at the initial fashion show - Spice girls, Cyndi Lauper, Blondie etc.
The typical customer experience is explained in a chart below. This shows the layout of items in the store and how each activity links to each other in order to get the customer to browse around the whole space of the shop. Not every customers experience will be the same, however no matter how long they spend in the shop we want every customer to feel the true essence of the brand and we believe we have displayed this visually. This will be enhanced with the use of Ryan Lo’s passionate team approaching customers and chatting with them to help portray the brand personality on a more intimate level.
r e m o t s u Typical C e c n e i r e p x E
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The Venue The venue selected is 33 Kings Road, London, having an 1828sq-ft white retail space. This is located on the boundaries of Knightsbridge, Chelsea and Belgravia, all of which appeal to both of the target segments previously discussed in the target market section. The store is barely a few minutes walk from shopping District of Sloane Square. Home to an array of shops ranging from Anya Hindmarch to Zara, it is perfect location for for Ryan Lo. The space conveniently comes with a retail license, till, amenities like; gas, electricity, and water. Inside the store are two floors as shown in the images. It also includes a stock room and kitchen for staff. The shelving inside the room is an added bonus and should help with the visual merchandising.
Upstairs
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s r i a t Downs
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Window Disp
lays
These are the potential window displays produced to give an idea of the design of the event and what we felt would work best with the overall theme. The key to the design is simplicity. The venue has two windows.
Window 1 will just be simply a window sticker with the logo of Ryan Lo, featuring Topshop and the opening times of the event and contacts details such as Twitter, Instagram. We want people to be able to see inside the window we believe the instore visual merchandising will be intriguing and appeal to people passing by.
Window 2 is a large UV neon light in pink saying Spoil Yourself (the name of the event). This window will feature Ryan Lo clothing to highlight the essence of the pop up store. An example is displayed to the left.
As an alternative another option would be to use a fantasy theme in the window. This would accurately portray the brand style and enhance the garments. An example is below.
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s r i a t Downs Room 2 After being guided downstairs the customers will be able to see Ryan Lo’s discounted A/W14 rack and can browse through the rest of the SS15 collection. They will then be asked to have their photo taken, which will be printed out Polaroid as a souvenir. This will also be uploaded to Topshop and Ryan Lo’s social medias. The route back upstairs to pay for their chosen goods will include temptations from our pick’ n ‘mix stall.
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Inst
ore V
room 1
isua
Thes e the fl are exam owin ples g lay o out o f the tw o f the room rooms w e in a 3 D im will use f o age, whic r the eve h we nt. W feel is mo e wante d re vis ual a to displa nd e ffect y ive.
Upsta
ls
irs
Customers should be able to hear the music and see the lighting, drawing their attention into the store. Guests will be greeted by the bar and offered a drink, the prize draw raffle will be in the middle of the room attracting consumers to sign up, The clothing will be placed all around the room allowing clients to see what’s on offer and browse freely. Staff will be on hand to encourage full use of the event by suggesting customers go downstairs and take advantage of the other activities, like our sweet stall.
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Key Drivers Considering all the Factors that build up the Ryan Lo brand and elements of this pop up, the key drivers that contribute to elements of the brand ethos and event are explained below.
Economic Ryan Lo is only just emerging; this is a benefit for the brand financially, as some of the items we sell are cheaper than similar brands. This will attract clientele of the same target market but who are conscious of how much they are spending. Due to England still being in recovery after the recent recession.
Cultural In the multi cultural city of London, where the brand originated and the event is being held, being different is embraced; this is useful for eccentric designers like Ryan Lo. As he is not a typical trend follower in his designs, people are more likely to stand out and be recognized when wearing the brand. The cultures we live in today love the idea of being unique. Awareness of environmental issues are wide spread, therefore in the luxury market which Ryan Lo falls into, some consumers who are effected by these issues feel better for being conscious about their lifestyle and trying to prevent it worsening. As Ryan Lo has designed the collection to be ecofriendly; this is appealing to this culture trend again widens his target market through doing so.
Social Socially this brand event is attractive, as it is new. A l trend today is our specific target market; they are keen to be the first of everything. This will benefit a new brand like Ryan Lo as they will want to be the first to Instagram and be apart of the pop up. This generates brand awareness for the brands involved, which in this case would be Topshop and Ryan Lo Social media phenomenon has a large effect on up and coming brands; this is where word of mouth is most effective. The social media world allows people to communicate almost effortlessly allowing something to go viral within minutes. If a brand like Ryan Lo can be apart of this word of mouth trend then this brand awareness would potentially increase by a great amount.
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Event Details Staff The staff used to run the store will be a selection of interns provided by Topshop, combined with a selection of Ryan Lo staff. This mixture of staff will provide the ideal combined service we need. The Ryan Lo staff that is naturally passionate about the brand will be able to easily radiate this message to the customers, instantly allowing the customer to understand and accept the brand more. The uniform will be an item of the Ryan Lo collection styles as they like in order to show customers how these vibrant garments can be applied to all kinds of lifestyles.
Stock Below are images of the Main stock of the pop up. Numbers of stock are also feautured, this represents the inital amount of clothign we will be taking we will be taking for the shop. .This specific stock items are availavle to be replenished throughout the weekedn from the Ryan Lo Officee other itens like the A/W14 discounted items will ‘be fist come first served’ so when they are gone thats it.
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Budg
et
This is the budget we have created for the event. We have considered all major factors from pre-event preparation to during the event. Our initial budget of ÂŁ7,500 is to be matched by Topshop to create a total budget of ÂŁ15,000. We aim to replenish our outgoings through revenue gained. Our aim for this would be to break even therefore make back at least ÂŁ7,500. However we are also gaining priceless benefits like customers and brand awareness. Therefore this break even is not an essential, but is what we will be working towards as an achievable target.
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Timings and Gantt Chart This is a Gantt chart created to outline the timings of the event. This shows the intricate plan that we aim to follow, in order for the event to be a success and remain on target. As the Pop up has a 3-day duration, it has been difficult to pin point the event itinerary but we have outlined the basic factors that we know will take place. Other jobs that will be carried out through the day are, keeping on op of stock and tidying the shop floor. It is essential to keeping the simplistic design to retain impact.
The pop up was chosen to take place in March, as people have generally recovered financially from the expensive Christmas period, and is ready for the summer collections. Also allows time for Topshop to be able to get stock of Ryan Lo collection into stores before all the summer season clothing goes out.
Friday 6th
Saturday 7th
Sunday 8th
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Logistics When considering the logistical factors of holding this pop up event, we took into account the following essential elements; health and safety, licensing, budgeting. The summaries found is evidenced below. Licensing This is a crucial factor in the event, as when working with brands we do not want to create a bad reputation through missing legalities out. Therefore we have paid for the use of the Bar companies alcohol license and staff who are fully qualified in order to create the best experience. The venue includes the retail license, which allows the sale of Ryan Lo’s collection. The business we have secured the venue through provides landlord approved license agreements. Health and Safety A risk assessment has been carried out to ensure we are aware of all the possible incidents that could occur, and this has allowed us to prepare by assigning part of the budget to cover products like a mop and bucket for spillage of drinks etc. More detail is displayed below.
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Whats Next? After the event there will be follow up from the brand. Since gaining the customers email through the Prize draw, Ryan Lo will email personally thanking them for being apart of the brands first pop up. This contact also means they can keep the customer up to date on the progress of expansion, i.e. when the collection is available in Topshop. This will help make the brand memorable and trigger the individual experience they took part in. We suggest that Ryan Lo could offer Pop up attendees a discount in the opening of his collection in Topshop via email as a personal touch to persuade customers to return.
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If all has gone to plan with the event and it has been a success, then Ryan Lo will be in discussion with Topshop regarding how much space he will be awarded in the stores boutique section. Further discussion will take place regarding the visual merchandising, duration and stock that is used within the space. We will produce data on the best sellers to provide feedback for Topshop and Ryan Lo. This will allow both parties to be able to stock the consumers most desired garments.
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Ryan Lo invites you If you are a woman who likes to spoil herself or know of one, then come join the rest of us at... 33 Kings Road, London Between 6-8th March 2015 For the Ryan Lo pop up You won’t want to miss out on this! With Love Ryan Lo x 35
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Referencing Page 3 image 1- http://www.londonfashionweek.co.uk/designers_profile.aspx?DesignerID=2101 (Accessed on: 1/12/14) image 2- http://www.openingceremony.us/entry.asp?pid=9517 Herbage, J. (Accessed on: 1/12/14) image 3-http://charlieporter.net/stories/4508 (Accessed on: 1/12/14) page 4 http://uk.glam.com/newgens-talent-pick-for-2015/ (Accessed on: 1/12/14) page 6 All images from: http://www.pinterest.com/georginaakeroyd/ryan-lo-pop-up/ (Accessed on: 1/12/14) page 7 http://www.vogue.co.uk/brand/ryan-lo(Accessed on: 2/12/14) page8 http://insideout.topshop.com/2014/09/16 (Accessed on: 1/12/14) page 9 http://www.pinterest.com/georginaakeroyd/ryan-lo-pop-up/ (Accessed on: 1/12/14) page 10 image 2 - http://www.disneyrollergirl.net/bicester-village-british-designers-collective/ (Accessed on: 1/12/14) image 3- http://www.mamamia.com.au/entertainment/the-bag-that-changed-sex-and-the-city/ (Accessed on: 1/12/14) image 1page 11 and 12 image 1- http://www.google.com/topshop (Accessed on: 1/12/14) image 2- http://www.topshop.com/?geoip=home (Accessed on: 1/12/14) page 13 image 2- http://instagram.com/ryanlo89 (Accessed on: 22/11/14) image 1- https://www.facebook.com/ryanlostudio (Accessed on: 21/11/14) page 14 http://www.topshop.com/?geoip=home (Accessed on: 3/12/14)
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page 15 and 16 http://www.pinterest.com/georginaakeroyd/ryan-lo-pop-up/ (Accessed on: 1/12/14) page 17 http://www.pinterest.com/georginaakeroyd/ryan-lo-pop-up/ (Accessed on: 1/12/14) page 19 Kings road - http://www1.imperial.ac.uk/nhli/training/educationcentre/about_area/ (Accessed on: 1/12/14) venue -https://www.appearhere.co.uk/spaces/33-kings-road (Accessed on: 21/11/14) page 21 http://www.pinterest.com/georginaakeroyd/ryan-lo-pop-up/ (Accessed on: 1/12/14) page 26 http://www.vogue.co.uk/brand/ryan-lo (Accessed on: 2/12/14) page 33 http://instagram.com/ryanlo89 (Accessed on: 22/11/14) page 34 http://www.prphotos.com/p/SPX-007073/topshop-store-interior-at-kate-moss-at-topshop--launching-hernew-clothing-collection--april-30-2007.html (Accessed on: 1/12/14) page 36 http://www.openingceremony.us/entry.asp?pid=9517 Herbage, J. (Accessed on: 1/12/14)
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Georgina Akeroyd Ryan Lo Pop up DE0921 Events proposal