Mary Katrantzou Store Proposal

MARY KATRANTZOU STORE PROPOSAL

MARY KATRANTZOU

2

UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design

Mary Katrantzou Promotional Strategy Grace Mariea Simmons A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Media and Promotion.

Module THD 1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others.

The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (10th May 2013)

MARY KATRANTZOU

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CONTENTS INTRODUCTION

5

1.0 Introduction

6

INDUSTRY ANALYSIS

7

2.0 Competitor Analysis

8 8 8 11 11 12

3.0 Company Analysis

13 14 14

1.1 Aims and Objectives

2.1 Burberry 2.2 Louis Vuitton 2.3 Chloé 2.4 Prada 2.5 Marni

3.1 Core Values 3.2 Target Markets 3.3 Mary Katrantzou’s Current Stockists

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16

PROPOSED STORE

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4.0 Store Overview

18 18 18 21 22

5.0 Retail Floor Overview

24 24 27 27 28 29

6.0 Lower Ground Floor Overview 6.1 Consultation Room Outlines 6.2 Lower Ground Floor Visuals

32 32 34

STORE LOGISTICS

37

4.1 Store Design 4.2 Location and Rationale 4.3 Floor Plans 4.4 Store Concepts 5.1 Retail Floor Outlines 5.2 Fixtures and Fittings 5.3 Installations 5.4 Customer Journey 5.5 Retail Floor Visuals

7.0 Store Procedures 7.1 Store Windows 7.2 Visual Merchandising 7.3 Packaging 7.4 Store Music

38 38 38 41 41 MARY KATRANTZOU

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8.0 Staff

8.1 Recommended Staffing 8.2 Staff Uniform 8.3 Shop Floor Procedures 8.4 Staff Room

42 42 44 44 44

CONCLUSION 9.0 Conclusion

45 46

REFERENCES

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INTRODUCTION

MARY KATRANTZOU

1.0 INTRODUCTION

The aim of this document is to detail the plans for the first flagship floor opening in a prime London location.

It will coincide with the stores fifth year anniversary and the store will act as a hub to communicate the brands persona and ethos.

The store aims to embrace the traits of surrealism, creativity, femininity and innovation. Creating a distinctive design and unrivalled service, ensuring the brand upholds its current luxury status will achieve this.

1.1 Aims and Objectives Aim To create a store with a unique experience that communicates the brands ethos of surrealism and femininity along with a space that can provide an optimum luxury service.

Objectives • To create a fully immersive brand experience • To create a private consultation room for bespoke and extended luxury services • To enable the consumer to experience the ethos behind each collection • To provide an adaptable space that can embrace each print collection

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INDUSTRY ANALYSIS

MARY KATRANTZOU

2.0 COMPETITOR ANALYSIS To assess the market of luxury retail design it is necessary to review a selection of key luxury flagship stores in London, to assess what they achieve successfully. It provides insight to how other luxury designers communicate their brand messages and how Mary Katrantzou can move forward and communicate theirs.

A selection of stores from prime London locations have been chosen to give an overview of the competitors.

2.1 Burberry Located on Regent Street London and opened in 2012, it is one of the brands prime flagship stores in the world.

At 44,000 square-feet, the space aims to be a multimedia experience immersing both the companies on and offline world.1 (Fig. 1) Burberry chose a grade II listed building from the 1820s which ties in with the companies values of British heritage.2 In a first, the brand has successfully taken steps to bring both technology and heritage together to create a fully immersive experience for their target consumer. It is one of the key competitors that have achieved an innovation hub for the brand.

2.2 Louis Vuitton One of Louis Vuitton key London flagship stores is situated at 17-18 New Bond Street. Reopened in 2010, the store at 1500 square meters is one of the largest in the world. The retail design is a collaboration of heritage and contemporary design.3 Referencing the brands ethos of travel and art, the store creates a mixture of retail space and art. (Fig.2) Main features of the store are the use of gold chains, exotic bamboo, and animated changing LED staircases which lead to three floors where television screens play art films. The store also has a cultural concept space with a library on the first floor for its consumer to browse a collection of various and rare titles.4 The store successfully provides its consumer a cultural experience embracing one of its core values of travel.

This intricate design demonstrates how successfully retail design concepts are when the retail space is available.

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Figure 1.Burberry Flagship Store Regent Street

Figure 2.Louis Vuitton Flagship, Old Bond Street

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Figure 3.ChloĂŠ Flagship Store, Sloane Street

Figure 4. Prada Flagship Store, Old Bond Street 12

2.3 ChloĂŠ Established in 2002 in Sloane Street, the store aims to communicate the brands image of prettiness whilst also being spirited and unpredictable.5 The store represents a light and airy feel with no formal separations or walls, constructed from a glass exterior. (Fig. 3) The design communicates a fluid experience giving a free design in line with the brands ethos of being free spirited. The store successfully carves its own retail design making it unique and an unpredictable retail store.

Overall the store successfully creates a minimal clean aesthetic that is reflective of the brand and its ethos.

2.4 Prada Situated on 16-18 Old Bond Street London, Prada has one of the most distinguishable flagship store designs.

Spanning over 1,900 square meters, the recently refurbished store design is clearly distinguishable between the male and female areas. 6 The store uses luxurious materials such as marble, wood, leather and velvet throughout, portraying its luxury status. To create two universes the male and female floors take two different designs.

The menswear section uses dark wood, square features and an orange retail design, portraying a very strong formal image of its target consumers’ tastes. The womenswear section takes on a much more feminine feel to reflect the female customers more pretty and stylish personality traits. The design uses soft green colours, with ripple effect walls and dark green velvet sofas, creating a warm, feminine, inviting ethos, creating a design that is both seductive and stylish.7 (Fig. 4) Overall the brand successfully targets both of the genders appealing to the core ethos of each one with a complimenting store design.

MARY KATRANTZOU

2.5 Marni The Italian designer opened its London flagship store on Sloane Street in 2003. The 1,500 square-foot space communicates the brands ethos of nature and fluidity by creating a futuristic enchanted forest.

Using continuous curved rails throughout the store with organic shaped floor and mirror tiles contrast the sleek metal and white resin flooring, creating a store design that complements the brands references to contemporary and natural design. (Fig. 5) Selected lines of clothing displayed on fluid rails, punctuates the minimalist space. This is one of the successful ways the brand keeps a luxury, minimal, innovative and creative aesthetic leading to a very open store design 8

Figure 5. Marni Flagship Store, Sloane Street

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COMPANY ANALYSIS

MARY KATRANTZOU

3.0 COMPANY INFORMATION

3.1 Core Values The brands key messages communicate an element of luxury, art and design. The basis of this message is achieved by creating elements of surrealism in garments design.

Each collection drapes around the body in a way that compliments the female figure and every season the brand explores different silhouettes around the female form.

The brand essence and personality can be described in the words: fantastical, feminine, surreal, creative, innovative, desirable, digital and artistic. The brand focuses heavily around surrealism and art and design, which is one of the main elements the brand wishes to convey.

“It was about perception, it was about looking into design disciplines’ like perfumery and interiors and objects of art and kind of being a guest designer in that discipline, and subverting it in fashion.�

Mary Katrantzou9

Each season takes on a role of a different character and thematic, from rooms to objects to landscapes, which shows the wide range of variation each design has.

3.2 Target Audience The main target markets of the brand are established as the Rising Innovators, the Self- Assured Creatives and the Aspirational Dreamers.(Fig. 6, 7 and 8) Some main traits the audience share are their cultural and creative nature, inspired by technology, art and design. These consumers are interested in the new and unusual and are constantly inspired by new technology and media.

For more information please refer to the promotional strategy.

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Figure 6, 7 and 8. Mary Katrantzou Target Markets.

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3.3 Mary Katrantzou’s Current Stockists Mary Katrantzou had yet to open her first flagship store. She is however, stocked worldwide in over one hundred stockists in over thirty five different countries.

Below is a selection of some of the most renowned boutiques that stock the brand: UK Stockists • Feathers • Flannels • Harvey Nichols (London & Manchester) • Joseph (Fulham Road and New Bond Street) • Liberty • Matches (Notting Hill, Marylebone and Online) International Stockists • David Jones, Australia • Bloomingdales, Dubai • Colette, France • Luisa Via Roma, Italy/Online • Neiman Marcus,USA, • Net A Porter, USA/Online • Nordstrom, USA • Club 21, Thailand Being stocked in such highly regarded boutiques and stores enables the brand to reach other markets, especially internationally, as Mary Katrantzou is based in the UK. A drawback of only being stocked in department stores and boutiques is the fact that the product can lose its essence when placed into a generic department store layout, as it can blend in with the competitors.

Proposed plans for the new store aims to build a place where the brands persona can be seen vividly, communicating the message within the industry and within Mary Katrantzou’s target markets.

Please read the next section for a detailed outline of how the strategy is going to be achieved.

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PROPOSED STORE

MARY KATRANTZOU

4.0 Store Overview 4.1 Store Design In order for Mary Katrantzou to compete effectively, the store will create a strong visual experience to capture the attention its target audience. Successfully creating a space that has longevity been one of the core concepts of the store. It will have the ability to adapt each season complimenting every collection as Mary Katrantzou prints are very distinctive and easily could clash with a static interior design.

The store will be a hub that strongly communicates the brand core values of: • Surrealism • Femininity • Creativity

Further attributes associated with the brand will be: • Innovative • Desirable • Artistic

These attributes will feature throughout to create a coherent identity that will be identifiable both on and offline.

Creating a powerful visual identity is a key way to build relationships with consumers and to create lasting experiences, which is yet to be fully achieved from an online world. It is also a key objective for the brand to maintain its own luxury experience.

The highly visual nature and variation of texture of the Mary Katrantzou products mean that a store should be designed to give the consumers an opportunity to experience and embrace the products, creating a connection through the means of a flagship store. This will establish future relations and potential sales for the brand.

4.2 Location and Rationale The chosen location for the new flagship store is 162a Sloane Street, Belgravia, London. Situated in the Royal Courthouse the retail space is one of the prime locations in London. (Fig. 9 and 10) The instilled heritage of Sloane Street appeals to both tourists and luxury designers which will help establish the brands status within the industry.

The location is at the lower end of Sloane Street, surrounded by brands such as Chloé, Anya Hindmarch and Rag and Bone. The up and coming location will be enhanced by the Cadogan Estates plans to renovate the lower end of the street.

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Figure 9 and 10. The Royal Courthouse London 162A Sloane Street

MARY KATRANTZOU

Figure 11. Ground Floor Vector Plan

Figure 12. Lower Ground Floor Vector Plan

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Figure 13. !62A Sloane Street , Street View Vector

Planning permission has been granted for the estate to open a new six-storey building, consisting of 6,000sq ft of retail spaces and 50,000sq ft of office space, previously in the place of Liscartan and Granville house (127135 Sloane Street), which is located across the road from the proposed retail premises.10 The development is expects to open 2016.

It is also important to note that leading luxury retailer Browns Fashion will relocate from the northern end of the street to lower half off the road at160 Sloane Street in 2016, proving the interest and viability in the location.

Overall 162a Sloane Street is a 2000sq ft. two-floor premises, which is a valid, financially stable venture for the first flagship store.

4.3 Floor Plans Figure 11,12 and 13 are the existing floor and building plans of the retail premises. After reviewing the current floor plans to adhere to the disability discrimination act, planning permission will be applied for, to enable a lift facility at the rear of the store. This and permission to make adjustments for the store will be proposed to the London Borough council.

Under the newly proposed plans the retail space will be situated on the ground floor. The lower ground floor will house the consultation room, along with the bathroom, staff facilities and stockroom.

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4.4 Store Concept Under the new store plans the customer will be transported into another universe embracing the core concept of surrealism.

When a customer enters the store they will experience an insight into Mary Katrantzou concepts with a looking glass into the designers mind. It will take inspiration from illusions, Alice in Wonderland and Fairy tales.

It is aimed to be an access route into the journey of the unknown, providing that fantasy element that comes hand in hand with a luxury designer.

The imaginative use of space will draw on the attributes of art, creativity and innovation. It will use curved organic forms to create a soft feminine aura to the retail premises. This is aimed to make the consumer feel safe and comfortable in the space providing a Mary Katrantzou wonderland for the each visitor.

Using a combination of all these concepts will be core to communicate all the brand values effectively in a space, encompassing all that is unique regarding Mary Katrantzou.

Please refer to the mood board of images on the next page. This was the basis of the store design and overall proposal. (Fig. 14) Section 5.0 will detail the proposed plans for the new retail store.

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Figure 14. Surreal Imagery and Store Concept Mood Board

MARY KATRANTZOU

5.0 Retail Floor Overview

5.1 Retail Floor Outlines The all-white retail space will be crafted from white resin and acrylic, expressing a clean optimal space that is synonymous with luxury. Chosen for their reflective nature these materials will bounce light throughout the store, creating the illusion of a bright and spacious store design to the consumers.

The walls and ceiling structure will be curved and continue eventually touching the floor emphasizing the fluidity, openness and a soft feminine feel. Rounded curved fittings will enhance the feminine ambience. Lighting will be spherical taking cues from glass orbs seen in surrealist painting, whilst also adding to the curved nature of the store.

The pure white area should be somewhat space distorting and unworldly providing a unique experience on entering the store.

Whilst clean and minimal, the pure white space alone does not clearly communicate the brands core values. The unique difference within the store is that the white walls and ceilings are created from white projection acrylic.

This will enable the space to burst into life, transforming into another world on a daily, weekly or seasonal basis.

Strategically placed rear projectors behind the wall will be accessible from the door near the lift entrance and are the mechanisms behind making this plan possible.

The projections will transform the white space into the fully immersive world of Mary Katrantzou. Using numerous patterns and prints, relevant to each season, will allow the store to continuously change and be contemporary from season to season. The projections will have the option to be static or play realistic videos to add to the surreal experience (e.g. trees blowing in the wind). This will enable quick and efficient renewal of the store imagery on a season by season basis. The projectors will connect to a computer, based in the staff room and link to a selection of appropriate projections relative to the collection.

This state-of-the-art use of screen projection is not only taking the art of projection mapping to another level but also it is an overall cost effective means to retain the store designs longevity, being an efficient, innovative and well-designed retail space.

The next page shows the proposed vector work for the new retail floor, as shown the modifications that are felt to be needed to achieve the brands aims, whilst improving the existing retail shell. (Fig. 15) Please refer to 5.5 for visuals of the floor plan.

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7090mm Perspective view

Top view UP

Fitting room

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UNIT 28C SPENCER ROAD BLYTH NORTHUMBERLAN M 07894055940 NE24 5TG E harry@harrybutters. +44 (0) 1670 364666 T +44 (0) 1670 356292 F JBH@JBHDESIGN.C E W JBHDESIGN.CO.UK

Harry Butters

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Key Modifications to Store Design •

Curved exterior wall and ceiling structure designed with rear projection screens positioned inside the accessible wall frame.

•

Fitting rooms moved and lift put in place towards lower ground floor for more accessibility.

•

Stair removed and ground levelled out within retail floor to enable a more fluid design.

Figure 15. Ground Floor Retail Floor Vector Works

MARY KATRANTZOU

Figure 16,17,18 and 19 From Top Left to Bottom Right: Whiite Molo Seating, Brown Molo Seating Interconnected Seating and Tree Art Installation by Artur Golaki

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5.2 Fixtures and Fittings The space will have a mixture of rounded circular modular display tables created from white resin and textiles.

One of the main features within the store will be the Molo Seating. The white textile seating is unique as it is strips of textile fabric structures that are magnetic at both ends. This means the product is completely malleable for various retail and store layouts, interchangeable between seating and display tables.

As Figure 16, 17 and 18 show there is numerous ways the textile seating can be used to either create circular or interconnected seating displays. This is planned to be another method that the store can continuously be redesigned and fresh every time the consumer visits Mary Katrantzou.

For the store launch, an intricate overlapping seating layout will be set, to encourage consumers to sit down and take in the retail ambience.(Fig. 17)

5.3 Installations In addition to the interchangeable display tables and wall acrylic, the wall fixtures will become their own art installation. Taking inspiration from surreal imagery and the concept of entering a new world, the installation will replicate interconnected curving ladders around the store (Please refer back to the store concept mood board on page 22). The use of ladder like fixtures will be another element to the visual complexity of the room, without compromising the projection screens view from the consumer.

The intricate installation enforces the brands communication of art, design and creativity, by inventing unique, imaginative element not seen in other retailers.

A seasonal installation will additionally be instated to represent the collections ethos. For the store launch, the brand will commission artist Artur Golacki for the first piece. The artist has been selected due to his installations of light, water and trees. (Fig. 19) The designer’s ‘tree’ in particular is the initial inspiration of the proposed feature for the store opening.

Using Golacki’s techniques the installation will replicate the look of a tree. The installation will have a small water feature at the base, with coloured LED lights specific to the AW13 collection. This will provide a relaxing and enticing focal point at the entrance, whilst adding comfortable complexity to the space.

The installation aims to portray the AW13 collection of black and white photography and landscapes.

By having these two key features in the space, not only connects all the core messages but also brands the space as inspiring, pioneering and enthusing.

The store concept designs objective is to continuously entice the target audience into the store on a regular basis to see and experience the different ‘worlds’ of Mary Katrantzou.

The variation of technology, design and changeable floor space will appeal to all the target markets as the store has the ability to maintain the new and unusual element on a regular basis.

MARY KATRANTZOU

5.4 Customer Journey The overall customer journey time aims to be twenty minutes to an hour. The store design alone should increase the customer dwell time, encouraging more browsing and effectively more sales.

The journey will start at the installation, which is the main focal point on entering the store. Taking into consideration the UK customer’s preference to walk in a clockwise manner, the consumer will then be led to the Molo seating/ display space, where staff will encourage consumers to take in the ambience and the surroundings.

The wall fixtures will feature a selection of products, whilst the mannequins will be positioned around the store to give an almost exhibition element to the space. The sporadic placement of display tables around the floor, in line with a curved circulation path, will retain each customer in store for as long as possible. The fitting rooms of the store are situated to the right of the entrance. The two fitting rooms have generous amounts of space to resonate the brands luxurious status.

On exiting the fitting room, the pay point is directly opposite the entrance enabling the customer to browse all merchandise before leaving the store.

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5.5 Retail Floor Visuals

Figure 20. Retail Floor Without Projection Screens Switched On

Figure 21. Retail Floor Design With Example Projection

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Figure 22. Birds Eye View Retail Floor PLan

Figure 23. Rear View Retail Floor Plan 32

Figure 24. Human Eye View Retail Floor Plan

Figure 25. Till Point Human View Retail Floor Plan

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6.0 Lower Ground Floor Overview The lower ground floor features the staff room, stock room but most importantly the customer consultation room. The next section will discuss the spaces functions.

6.1 Consultation Room Outlines This space will be an area reserved for a more personable experience between the store members and clients.

The appointment only suite will be available to consumers who would like a bespoke service from Mary Katrantzou or a VIP personal shopping experience.

The floor will be accessible by stairs or a lift. The lower ground floor space will keep an all-white aesthetic to maintain a coherent imagery.

Before entering the room the customer will notice a Mary Katrantzou frosted glass door guarded by two white plants. The plants aim to add a relaxing, inviting entrance into the space.

Inside the appointment room the aesthetic will match the retail floor with slight modifications. The curved room will be as upstairs, all white, with grey furnishings to break up the space. The wall installation fixtures will display garments. One side of the room will be a mirror, to provide sufficient view of the products and fits during the bespoke services.

A key difference of the room is the curved wall which will provide a front projector concealed in the glass orb chandelier. The projector will fill the walls space. Either side of the screen will include, blank white picture frames.

These frames will come to life during the bespoke service to show the design process to each customer, including sketches mock-ups and styling recommendations for the outfit.

Another feature of the consultation room is the 3D holographic projection that is possible. During bespoke services, the customer measurements and a picture are taken at the initial consultation. This information will create a 3D hologram of each client. The purpose of the hologram is to see alterations of the bespoke piece in real- time on the body. These both reduce the time of making toiles, reducing the bespoke process and creating a truly personable unique service for every consumer in a new and innovative way. This is another feature that enables the company to communicate the messages of creativity and innovation through new technology.

The consultation room will be available by appointment and can be booked online, over the phone or in the store.

Overall this space is changeable for each customer. The wall projection will feature elements such as the chosen print of the bespoke piece, the hologram will be a real-time digital mannequin of each customer and the space will maintain its, luxury artistic aesthetic, whilst being a more intimate relaxing space.

Please refer to the vector works of the ground floor. These are modifications that are considered essential to reflect the retails floor design whilst optimising the lower ground space. (Fig. 26) 34

Top view

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Perspective A

UNIT 28C SPENCER BLYTH NORTHUM M 078940559 NE24 5TG E harry@harry +44 (0) 16 T F +44 (0) 16 E JBH@JBH W JBHDESIG

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Key Modifications to Store Design •

Transformed lower ground space creative a curved wall structure.

•

Widened storage space, extended staff area and moved the bathroom to create a comfortable working atmosphere for the staff.

•

Created lift to enable disabled access.

Figure 26 Lower Ground Floor Vector Works

MARY KATRANTZOU

5.2 Lower Ground Floor Visuals

Figure 27. Lower Ground Floor Plan Birds Eye View

Figure 28. Consultation Room Birds Eye View 36

View Fitting room

Figure 29 Consultation Room Frosted Glass Doors Human Eye Vew View Main entrance

Figure 30. 3D Holographic Projection Feature Consultation Room

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Figure 31 Staff Room Birds Eye View Lower Ground Flloor

View Kitchen

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STORE Logistics

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7.0 Store Procedures 7.1 Store Windows A mixture of creative imagery and a real-time video feed screen will be the focal points of the store window. (Fig. 32) The video will play campaign footage, kaleidoscopic images or show a real time creation for the store window.

The real-time creations are filmed at Mary Katrantzou headquarters in a designated studio space. The room will be all white, with no windows replicating a standard store window space.

Taking inspiration from ShowStudio real-time projects, the two visual merchandising team members will create artistic and inspiring displays on a weekly basis.

By showcasing the creative process, of creating a shop window display will provide inspiration and addictive viewing for the passersby. This tactic will not only be a creative method but also the process will make the consumer feel as they are being let into a secret, which is something the Rising Innovator in particular is motivated by, the sensation of being part of a unique experience, secret or exclusive set.

By using a real-time feed, it not only enables Mary Katrantzou to have exciting competitive window displays but also provides options for the brand on how to use the video display for future campaigns.

7.2 Visual Merchandising The merchandise will display in only four sizes ( size 6,8,10,12) for each product maintaining the atmospherics and the luxurious tone.

The merchandise will be positioned into sections e.g. formalwear, casualwear, eveningwear along each wall fixture. Varying the lengths of garments will keep the product selection exciting and where appropriate outfits are paired together. Figure 33 shows an example layout that would be appropriate for the store.

All of the products are to be steamed before being displayed, and a folding board will fold all display table garments maintaining the highly visual, luxury aesthetic.

The mannequins will exhibit key pieces that are in demand or key campaign pieces for the season. For the launch day and weeks around the launch, a capsule collection of AW13 specialised garments will be both showcased in store and through the store windows, following their release at the media event.

The aim of the capsule collection is to communicate to the customers a cross between of a galley showcase within the store atmosphere. The garments will provide inspiration and examples of the craftsmanship that can be provided by the bespoke team, available down stairs in the consultation room. It also offers its target markets more incentive to visit the store, as there is something new and unusual they have yet to see.

The staff will monitor the in-store merchandising and housekeeping of the floor.

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Figure 32 and 33 Video Screen Window Display and Example Layout of Visual Merchandising

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Figure 34, 35 and 36 Bags, Tissue Paper and Garment Covers for the Store

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7.3 Packaging The flagship store packaging will be white matt laminate bags, with black ribbon handles, branded with the Mary Katrantzou logo. (Fig. 34) All the garments will be wrapped in the grey logo branded tissue paper (Fig 35), branded suit carriers will protect bespoke pieces. (Fig. 36) As with the website packaging, the tissue will be scented with Mary Katrantzou fragrance and with a note thanking the customer will be placed inside each bag, to extend the personal service.

7.4 Store Music A variation of music reinforces the visual aesthetic, the vocals in the music will be minimal, and the pace of the beat will be relatively slow to encourage unhurried browsing.

Music from a range of genres will appeal to the target audiences wide variation in ages.

The soundscape will be contemporary, artistic, melodic and fantasy themed to enhance the experience of entering a new world.

Sound levels will be moderate and will always remain under seventy-five decibels so that conversation between staff and customers are not impeded.

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8.0 STaff 8.1 Recommended Staffing There is a requirement for thirteen members of staff at the flagship store. This will ensure that customer service levels are maintained at all times as required for a luxury environment.

Below is the breakdown of available hours.

Position

Number of Staff

Role

Store Manager

1

Responsible for

Assistant Store Manager

40 hour contract –Full time

44

1

2

•

Up keeping store maintenance

•

Tracking of sales

•

Maintaining brand communication

•

Store maintenance

•

Recruitment and reviews

•

Customer service

Responsible for •

Staff rota

•

Floor supervision

•

Customer queries

•

Monitoring store standards

•

Customer service

•

Stock audits

Responsible for •

Deliveries

•

Maintaining visual standards

•

Customer service

•

Stock audits

•

Sales

35 hour contract

20 hour contract

15 hour contact

3

3

3

Responsible for •

Deliveries

•

Maintaining visual standards

•

Customer service

•

Sales

Responsible for: •

Sales

•

Customer service

•

Housekeeping

Responsible for: •

Sales

•

Customer service

•

Housekeeping

The main focus of the day for all members of staff will be customer service. The full-time members will arrive an hour before opening hours to stock the floor and ensure the store is opening to luxury standard on a daily basis, whilst the 20 hour members of staff and under will work on later shifts to cover the store closing time (6.30 pm).

This would vary to suit the needs of the team and ensure fair practice in the work place. The staff would be paid above minimum wage to reflect the luxury service they will be continuously trained on and expected to provide.

The wage would be at a competitive rate to brand specialists at other companies and would be set at £9.65 per hour.

The staffing team will overall be treated fairly as possible and being the only store within the company enables constant communication with the head office. This will ensure that the staff feels as important and apart of Mary Katrantzou as much as the customers do.

MARY KATRANTZOU

8.2 Staff Uniform Staff will wear a Mary Katrantzou print piece which they will wear or all black attire. The staff will maintain personal grooming standards with special focus on hair, nails and makeup, reflecting the luxury standard.

For AW13 the piece given to each member of staff will be a grey tree print dress. This will be give to every female member of staff. Male staff members will be provided a suitable alternative.

8.3 Shop Floor Procedures The staff members will undergo intensive training prior to the opening, focusing heavily on premium customer service. This will include addressing clients in an appropriate and polite manner, providing relevant product information and maintaining a one to one service throughout the customers’ journey.

Each member of staff will retain a client book, where they can record customers’ details and information, to develop relationships in preparation for their next visit.

To encourage repeat visits, retain brand loyalty to Mary Katrantzou, and extend the personal experience, at the end of each transaction the staff will provide the customer with their name inside the thank you card.

The staff will remain friendly at all times whether the customers are shopping, visiting or browsing, offering polite friendly conversation to diminish the preconception of feeling intimidated in a luxury store.

8.4 Staff Room An ample staff room is located on the ground floor where staff can store personal belongings whilst at work.

It has a kitchen and seating facilities ensuring the company maintains procedures and provides a pleasant environment for all of its staff members.(Please view 5.2 for lower ground floor visuals.)

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CONCLUSION

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9.0 CONCLUSION To conclude the store aims to be an imaginative, fantastical place for its customers to experience a memorable connection with Mary Katrantzou.

The location is based in a prime luxury area, with up and coming popularity expected over the next few years.

Establishing the store this year, demonstrates the brand leading the way in the renovation of lower Sloane Street. Sloane Street will cement the brands positioning in the luxury market and will fulfill one of the store and promotional strategies main objectives.

Taking design references from surrealism and organic forms in the retail design of the store ensures that the brand communicates a creative, surreal world that is representative of the collections thematic each season.

Using the rear projection screens transforms the retail store into an unworldly experience, making the consumers feel part of a secret space, in a “through the looking glass� experience. The immersive nature of the screens will encourage consumers to visit the store regularly to see the continuously changing projections and increase the customers dwell time in the store.

The adaptability of the projected images means that the store can update and refresh regularly at minimal costs compared to a shop refit.

Having such a unique, inventive, projection and video system in the store windows and retail space shows the brands ingenuity and maintains its uniqueness in the market. The space communicates all the core values effectively representing a cross between a surreal world and an art exhibition or gallery. This gallery like nature will encourage a wide range of tourists and visitors of the store, which can lead to future purchases and brand loyalty.

To maintain the brands luxurious status, key element such as outstanding customer service and the bespoke consultation room ensures that consumers can feel like the products reflect the quality of service in the store.

Using enhanced digital services such as holographic real-time projection is additional ways the brand communicates its luxury positioning and innovative retail approach.

The store overall will ensure premium customer service, high levels of brand engagement along with successful communication and promotion of the brand’s core messages, which will successfully reinforce Mary Katrantzou to the target audience for the companies fifth year of establishment.

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References

MARY KATRANTZOU

References Acknowledgments Acknowledgments to Harry Butters who designed the 3D Floor Designs.

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2 Vogue UK (2012) Burberry Opens Regent Street Flagship. [online] Available at: http://www.vogue. co.uk/news/2012/09/13/burberry-regent-street-flagship-opens [Accessed: 26 Apr 2013].

3 The Collective Review (2011) Read about Louis Vuitton Maison Grande Bond Street opening | Von Von Lamunu. [online] Available at: http://thecollectivereview.com/von-von-lamunu/louis-vuitton-maisongrande-bond-street-opening.html [Accessed: 26 Apr 2013].

4 Enrique, B. (2010) Louis Vuitton New Bond Street Maison. [online] Available at: http://www.ilvoelv. com/2010/05/louis-vuitton-new-bond-street-maison.html [Accessed: 26 Apr 2013].

5 Sophie Hicks (2002) Chloé Store Concept + London Flagship | SOPHIE HICKS, London.. [online] Available at: http://www.sophiehicks.com/chloe-store-concept-london-flagship-store/ [Accessed: 1 May 2013].

6 Chan, K. (2012) mylifestylenews: PRADA Renews @ London’s Old Bond Street Store. [online] Available at: http://www.my-lifestyle-news.com/2012/04/prada-renews-londons-old-bond-street.html [Accessed: 26 Apr 2013].

7 Chan, K. (2012) mylifestylenews: PRADA Renews @ London’s Old Bond Street Store. [online] Available at: http://www.my-lifestyle-news.com/2012/04/prada-renews-londons-old-bond-street.html [Accessed: 26 Apr 2013].

8 Cohen, E. (1978) Marni à la Mode - 2001-04-01 05:00:00 | Interior Design. [online] Available at: http://www.interiordesign.net/article/484709-Marni_a_la_Mode.php [Accessed: 26 Apr 2013].

9 Mary Katrantzou TV (2013) Mary Katrantzou Speaks Ted Athens. [video online] Available at: https:// www.youtube.com/watch?v=7feRiz8R70E&list=PL6MN1bW3cn6RE0sBv-6DW45z903YkR3H5 [Accessed: 26 Apr 2013].

10 Cadogan (2011) Cadogan Wins Sloane Street Planning Consent - Cadogan. [online] Available at: http://www.cadogan.co.uk/news/details/32 [Accessed: 26 Apr 2013].

Image References Fig. 1 Pursuitist (2012) Inside Burberry’s London Flagship Store. [ Image online] Available at: http://pursuitist.com/ wp-content/uploads/2012/09/burberry-regent-street-technology-store-0.jpg [Accessed: 1 May 2013].

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Fig 2 Creative Boys Club (n.d.) Louis Vuitton by Peter Marino. [image online] Available at: http://www. creativeboysclub.com/wp-content/uploads/2010/06/011-934x546.jpg [Accessed: 01 May 2013].

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Fig.4 pambianconews (2011) Verner Panton Provides Prada with Limited Edition Sofas. [image online] Available at: http://www.en.pambianconews.com/wp-content/uploads/2012/06/prada_cloverleaf_london_oldbondst_ art_2.jpg [Accessed: 01 May 2013].

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Fig. 6 Facebook (2013) Mary K Street Style. [image online] Available at: https://fbcdn-sphotos-e-a.akamaihd.net/ hphotos-ak-ash4/320968_444014642332731_846416352_n.jpg [Accessed: 20 Apr 2013].

Fig. 7 Facebook (2013) Mary K Street Style. [image online] Available at: https://fbcdn-sphotos-b-a.akamaihd.net/ hphotos-ak-ash3/644341_465085113559017_1511306135_n.jpg [Accessed: 20 Apr 2013].

Fig. 8 Facebook (2013) Mary K Street Style. [image online] Available at: https://fbcdn-sphotos-b-a.akamaihd.net/ hphotos-ak-ash3/644341_465085113559017_1511306135_n.jpg [Accessed: 20 Apr 2013].Fig.9 Fig.9 Mouse Price (2013) 162 Sloane Street SW1X9BS. [image online] Available at: http://photos.mouseprice. com/Media/hamptons%5C606%5C20_%5CSLO%5C120%5C192%5C_IM%5CG_0%5C0%5C60620_ SLO120192_IMG_00.jpg [Accessed: 01 May 2013].

Fig.10 Maps.google.co.uk (n.d.) 162a sloane street - Google Maps. [online] Available at: https://maps.google.co.uk/ maps?client=firefox-a&hl=en&rls=org.mozilla:en-US:official&q=162a%20sloane%20street&bav=on.2,or.r_ qf.&bvm=bv.45921128,d.d2k&biw=1000&bih=865&ie=UTF-8&sa=N&tab=il [Accessed: 1 May 2013].

Fig.11 Unknown. (2002) Approved Drawings. [e-book] London: Available through: http://www.rbkc.gov. uk/planningedm/img_planningapps/00044908.pdf http://www.rbkc.gov.uk/planningedm/img_ planningapps/00052204.pdf [Accessed: 01 May 2013].

MARY KATRANTZOU

Fig.12 Unknown. (2002) Approved Drawings. [e-book] London: Available through: http://www.rbkc.gov. uk/planningedm/img_planningapps/00044908.pdf http://www.rbkc.gov.uk/planningedm/img_ planningapps/00052204.pdf [Accessed: 01 May 2013].

Fig.13 Unknown. (2013) Approved Drawings. [e-book] London: Available through: http://www.rbkc.gov. uk/planningedm/img_planningapps/00044908.pdf http://www.rbkc.gov.uk/planningedm/img_ planningapps/00052204.pdf [Accessed: 01 May 2013].

Fig.14 1 Paradigm Simulations (n.n ) Rear Projection Screen. [image online] Available at: http://www. simulationdisplays.com/uploads/category/237CB348F8F44EE7AAE66C771CB07C53.jpg [Accessed: 28 Apr 2013].

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Ramsey, R. (2012) Just Beneath the Surface...”I love him so much, but I feel that deep down, he hates me…”

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Square Space (n.d.) Jeremy Mills. [ Image online] Available at: http://static.squarespace.com/static/50087d4dc4aa589d96a038fe/51014db4e4b0fed92eed2a0f/51754b4be4b08db710762f79/1366641495775/oregonladder2.jpg?format=500w [Accessed: 2 May 2013].

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Img.ffffound.com (n.d.) Untitled. [Image online] Available at: http://img.ffffound.com/static-data/assets/6/2ae572a7740a0a607f1d6edfeecec36da50426ca_m.jpg [Accessed: 2 May 2013].

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Fig.15 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig.16 Molo SeatingRetail Design Blog (2013) Molo Seating. [image online] Available at: http://retaildesignblog.net/ wp-content/uploads/2011/04/molodesign-softseat-08.jpg [Accessed: 01 May 2013].

Fig.17 architonic (2013) Textile Soft Seating Molo. [image online] Available at: http://www.architonic.com/# [Accessed: 01 May 2013].

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Fig.19 Golacki, A. (2013) Tree Installation. [image online] Available at: http://golacki.com/#/installations/4539501335 [Accessed: 29 Apr 2013].

Fig.20 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield.

Fig.21 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig.22 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig.23 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig.24 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield

MARY KATRANTZOU

Fig. 25 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig.26 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig.27 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig. 28 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig. 29 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig.30 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig. 31 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield Fig. 33 Facebook (2013) AW13 Showroom. [image online] Available at: https://fbcdn-sphotos-b-a.akamaihd.net/ hphotos-ak-ash3/644341_465085113559017_1511306135_n.jpg [Accessed: 20 Apr 2013].

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