thedrop By: Gillian Ware
Table of Contents About Mission Statement The Drop Designers Mood Boards SWOT Analysis Target Customer
Competitors Assortment Plan Interior Board Final Renders launch Party Social Media
Barneys New York
Barneys New York is a luxury retailer renowned for having the most discerning and curated edits from the world's finest brands. Innovation, sustainable growth, entertainment, and superior customer experience are complemented by our culture of collaboration, diversity, and wellness. Our signature sense of wit and style is manifested by blending exclusive launches from cutting-edge designers, creating one-of-a-kind experiences, with compelling content, all while giving our customers new and creative ways to engage with our brand.
mission statement The luxury retailer is known for its forward-thinking edit, the celebration of creativity and support for emerging designers.
The Drop
Barneys New York is known for the discovery for new designers and unique experiences. The drop is a way to see compelling content from the best new designers. The Drop is an exclusive collection for Barneys New York only. The Drop will be dropping a permanent street-wear collection for A/W 18/19. At the Drop, the featured artists will be dropping new items when they come up with new ideas, which make for the drops inventory to be constantly turning. Designers will be coming and going, allowing for new up and coming designers to showcase their products. Today’s fashion culture revolves around newness, exclusivity and experience. The Drop is a way to give customers a whole new concept of street fashion.
STREET-STYLE
STREET-STYLE
A-Cold Wall
The Hundreds
Designers Samuel Ross founded a-Cold Wall in 2015. It is based on the concept of boundaries, both figurative and literal, that humans encounter throughout their lives. Examining the traditional British class system, Ross combines elements of youth culture, workwear details, and Savile Row tailoring to create deconstructed street-wear. the label’s aesthetic is at once thoughtful, subversive, and arresting, and is designed and produced exclusively in the U.K.
The Hundreds is a 2-part project that houses a classic Californian Street-wear brand and media platform dedicated to Global Street Culture. Founded by Bobby Kim and Ben Shenassafar in 2003. the Los Angeles-based company incorporates their trademark attitude and personal perspective on street subculture, with an emphasis on people over product.
FEAR OF GOD
Jerry Lorenzo founded fear of God in 2012. Fear of God sets a new bar for elongated silhouette and an oversized fit. Mixing ‘90s grunge with contemporary hip-hop styles, the L.A. based brand emphasizes layers and soft fabrics to create a comfortable, lived-in look. Lorenzo is celebrated by music and sports megastars for his deft ability to elevate street-wear to elite fashion status, who was originally a self-taught designer who found his inspiration in religious imagery.
Heron Preston
Heron Preston went to Parson’s School of Design, and debuted his eponymous label at the 2017 Paris fashion show in 2017. He being a former DJ , he incorporates street-style influences and text throughout his work, most famously in iconic pieces adorned with the Cyrillic word for “style”. His graphic and utilitarian aesthetic was defined through The New York City Department of Sanitation where he first gained attention.
anti social SOCIAL cLUB
Anti Social Social Club is a clothing brand built on its 27-year-old owner’s fluctuating mental state. Anti Social Social Club is a street-wear brand founded in Los Angeles, by Neek Lurk, who originally worked for Stussy. His brand caters a crowd rarely represented, specializes in and has gained much traction for its relateable graphic messaging, pastel-colored garments and unorthodox product roll-outs. He expresses his thoughts and feelings through his garments, and his brand has become a huge success.
Stussy
Stussy a clothing brand and private company started in the early 1980s by Shawn Stussy. The company is one of many that benefited from the surf-wear trend originating in Orange County, California, but it has largely been adopted by the street-wear and hip-hop scenes. Stussy clothing was inspired by this international group of musicians, skaters, DJs and artists with similar tastes, which helped to shape the brand into an international street-wear label.
Swot
Strengths Exclusive to Barney’s New product dropped often Good way for new artists to gain brand recognition Distinct Shopping experience Customer Service
Including new and up and coming designers development of future collaborations Targeting millennials Pop Up Shops
oPPORTUNITIES
Weaknesses Limited Brands Product is always changing No E-Commerce No AD Campaigns
Direct Competitors Indirect Competitors Rise of Fast Fashion Price E-Commerce
tHREATS
Mia Thompson Mia is a 25 year old residing in Brooklyn, New York who is the editor for Hypebeast. She makes 200,000 a year, and is always on the look for new designers and the latest trends. She fashion blogs in her spare time, and loves going to art galleries with her friends. She is very artistic, urban, and very cultural. She is vegan and loves finding new spots when she is in the city for work. She likes to wear off-white, Heron Preston, Vetements, and Supreme. You will find her on the weekends at madison square gardens checking out the latest concerts.
Customer Profiles
Kyle Thomas Kyle is a 32 year old working in the music industry in L.A. He makes 450,000 a year, and likes to express his personality through the way he dresses. He loves keeping up with the latest trends, and looks up to jerry Lorenzo as a style icon. You can catch him on the weekends at a Los Angeles Lakers basketball game, and djing during his free time at Avalon Hollywood’s nightclub. He likes to wear Fear of God, A-Cold Wall, The Hundreds, and Yeezy.
Competitors
Opening Ceremony is known for their uniqueness, and is a very strong competitor for The Drop. Opening Ceremony is very in-tune with the latest street-wear trends, and is has a wide range of product, with over 50 designers that they carry. Their prices and quality are either matched or higher. They have similar target markets and store aesthetics. They both come off with street style vibes with pops of color. Opening Ceremony has 3 stores, one in new York, one in Tokyo, and one in Los Angeles.
Opening Ceremony
Dover Street mARKET Supreme opened its doors on Lafayette Street in downtown Manhattan in April of 1994, and it became the home of New York City skate culture. People can’t get enough of Supreme and it continues to keep on booming in the street-wear industry. Supreme carries the same customers, and is always keeping up with the latest trends. You will find celebrities and people all over the streets wearing Supreme. Supreme is known for their designer collaborations which bring a lot of attention to the brand. Supreme’s store in New York is always busy, and very high volume. Supreme isn’t to far off from The Drops price range, and has six different locations in Los Angeles, New York, Paris, Tokyo and London.
Supreme
Dover Street Market has had worldwide success in the last few years and is a strong competitor up against The Drop. Dover Street Market attracts the same customers as The Drop does, and stays up to date with up and coming street-wear designers along with carrying big name well established labels. Dover Street Market is growing and has four different locations. Their known for their creative visual merchandising and changes their interior bi-annually. Their type of customer is always on the look for the newest trend and they do a great job with reaching their target market.
Materiality Marble (black & white) Brushed dark black steel White polished acrylic Light grey white wood tile flooring Orange tinted glass - display Orange paint Polished concrete (scored) Glass
Interior
Assortment Plan
Style
Units
Average Retail
Total Retail
% to total units Sales Forecast
Fear of God
8
48
795
38160
19.75%
312867
Stussy
7
36
79
2844
14.81%
3
Heron Preston
8
72
560
40320
29.63%
The Hundreds
6
42
95
3990
17.28%
A-Cold Wall
5
25
695
17375
10.29%
Anti Social
4
20
80
1600
8.23%
Launch Party The Drop will be dropping just in time for the holiday season. There will be a launch party event on November 16th, a week before black Friday. It will be held at Barney’s New York’s flagship store on Madison Avenue on the second floor where The Drop will be located at. The Drop will be opening to VIP only from 6-9 pm. VIP will include all Barney’s employees as well as social media influencer’s, top customers of Barney’s, the guest list that attended the drop back in October, along with celebrities, designers, and the media. The store will be closed off to the public and there will be a dj playing from 7-9, along with cocktails, and food.
70k Budget
The Drop The Drop
The Drop
The Drop Barneys New York 660 Madison Ave
Heron Preston Fear of God Stussy The hundreds A-Cold Wall Anti Social Social Club
There’ll be models walking around the second floor showcasing the products from different brands, to showcase how you can mix and match certain looks and designers. There will also be a bar where you can customize your own t-shirt and hat. There will be a snapchat geo-filter that customers will see when they’re at barney’s, and if you buy something from The Drop that day you can get a free t-shirt or hat from the event.
S0cial Media The Drop is coming to Barney’s New York opening November 16th. It will be featuring some of todays favorite up and coming street-wear designers like Fear of God, Heron Preston, and Anti Social Social Club. Come check it out at the Barney’s New York Madison Avenue location!
FASM 430 Professional Portfolio Practices Professor Dan green Interior Designer: Amber Frey