MINI LIVE PROJECT STAGE 2
1. INTRODUCTION 1.2 THE PROGRESSION OF MINI 2. THE BIG IDEA 2.2 THE CONSUMER 3. THE JOURNEY 4. THE DESIGNER 5. THE LOOKBOOK 6. THE LOCATION 7. THE STORE 8. THE WEBSITE/BLOG 9. COMMUNICATION STRATEGY AND CONSUMER JOURNEY 10. CONCLUSION APPENDIX ETHICAL FORMS LIST OF REFERENCES LIST OF ILLUSTRATIONS DECLARATION FORMS BIBLIOGRAPHY
CONTENTS
WORD COUNT: 1902
Fig. 2. hands up (2012) tengoodbyes tumblr [online]
Fig. 3, ‘eyes shut,’ 2013 online, bl4nd for tumblr
INTRODUCTION MINI Lifestyle will reposition the brand away from their cars, establishing the Lifestyle range as a go to store for the modern man. It needs to be relevant to the contemporary consumer and innovative enough to create a buzz and lasting appeal. Mission Statement Our Mission‌
TO PRODUCE SIMPLE, CLASSIC CLOTHING THAT KEEPS UP WITH THE LIFESTYLE OF THE MODERN MAN AND WOMAN Consumer engagement is a key factor when it comes to exhibiting the Mini Lifestyle ethos. This will be carefully considered, to ensure all touchpoints are reached. By successfully finding a way of tapping into the lifestyle of the target consumer, they will be encouraged to become part of the Mini Lifestyle brand.
THE PROGRESSION OF MINI
MINI Lifestyle is the newest addition to the MINI brand and was launched to compliment the brand and take it to the next step, as MINI realised poeple who owned the car considered it to be a way of life, not just a car. Key findings from stage 1 indicate that the MINI clothing range needs to be rethought inorder to appeal to the contemporary consumer, not just those who want to own a piece of MINI merchandise. The design will re-position MINI Lifestyle as a credible clothing brand. A concept store was found to be the most effective way of tapping into the lives of the target consumer.
Fig. 4
THE BIG IDEA
The Big Idea is to reposition MINI away from the car and create its own strong brand identity by making it more contemporary and appealing to the young British consumer. This will be done through the concept flagship store which will have its own identity and stand out against the competitors. The upstairs and downstairs will be both be engaging in different ways, one having a more sociable aspect.
Fig. 5
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THE CONSUMER The MINI Lifestyle brand is targeted at three main consumer groups. The brand will be approachable for any consumer type, however the three groups described below have personal connections to the brand and will be immersed within different aspects of MINI such as events, the blog and website.
CONSUMER GROUP 1- THE YOUTH PARADE Between the ages of 18 and 24, this group enjoys hanging out in stores they admire after college, taking on the lifestyle and values of the brands they respect, really committing themselves, so that others see them and associates them with these brands also, making a statement about their style, their friends and their life. For this group the MINI Lifestyle store would be a place to hang out in the day time and use as a social base, as well as a place to buy clothing and be part of a community online and offline.
CONSUMER GROUP 2- THE WANDERERS This group most likely works within an creative or technical industry, and has an average disposable income. They enjoy a relaxed pace of life and spending time on what they feel to be the bare essentials. Instead of having a fast fashion wardrobe, this group prefers to develop a back to basics, understated style, and spend more money on one off, wellcrafted items which will last in the wardrobe, stand the test of time and remain stay stylish. For this group MINI Lifestyle would be somewhere to buy staples for their wardrobe.
Fig. 7
CONSUMER GROUP 3- THE MODERN MOD The group enjoys the heritage of mod culture in the 60s. Influenced by their parents playing The Jam and other mod classics as children, they reject contemporary, pop culture and find solace in the ideals of the generation of non-conformists gone before. This group prefers to buy keys items that express their smart/ casual look
Fig. 8
THE JOURNEY An important aspect of re-branding MINI Lifestyle is to move away from the car and motoring side of the brand, however, to keep the brands heritage alive the focus will be on the theme of journeys. As this is a lifestyle brand, the theme of journeys ties in well with both the consumer and the brand. The theme will have a lasting emotional affect on the consumer as it is creating a mutual connection with them through their lifestyles and personal experiences. Quotes from novels and poems are used in the visual merchandising and lookbook to reinforce the idea of travel and the feelings and emotions associated with this.
“I WAS BORN LOST AND TAKE NO PLEASURE IN BEING FOUND”
Fig. 9
JOHN STEINBECK
THE DESIGNER CHRISTOPHER SHANNON MINI needs a fresh start and a fresh range. The MINI Lifestyle re-brand will involve a new head designer, we suggest in the form of young British designer Christopher Shannon. Shannon graduated from Central Saint Martins, specialising in Menswear. His designs combine classic sportswear styles with a contemporary edge. He has already had collaborations with Eastpack and Kickers as well as designing a white t-shirt for Topman. Christopher Shannon would be the perfect designer for MINI Lifestyle as his garments have a very British aesthetic whilst still staying young and modern, the same feeling MINI Lifestyle waspires to have. From his previous collaborations it is very easy to see how Shannon’s designs could translate to MINI Lifestyle.
Fig. 10. Baker, G. (2013) Christopher Shannon [moodboard] own image
THE LOOKBOOK As we would be creating a look book for MINI Lifestyle to show the look and direction we wanted to take the brand in, we felt it was important to research the market and to analyse what other brands were doing to show their ‘look’. The MINI look book is also a creative outcome for the report, so taking things such as print size into consideration was key. THe lookbook will part of the communication strategy and will be distributed in carefully selected magazines.
“ADVENTURE IS A PATH. REAL ADVENTURE – SELF-DETERMINED, SELFMOTIVATED, OFTEN RISKY – FORCES YOU TO HAVE FIRSTHAND ENCOUNTERS WITH THE WORLD. THE WORLD THE WAY IT IS, NOT THE WAY YOU IMAGINE IT. YOUR BODY WILL COLLIDE WITH THE EARTH AND YOU WILL BEAR WITNESS. NOTHING WILL EVER AGAIN BE BLACKAND-WHITE.” – MARK JENKINS
Fig. 11
THE LOCATION As the MINI Lifestyle flagship store will be in the heart of London, it is important that the area has the right footfall, surroundings and reputation. With this in mind and further to an analysis of the area (Appendix B, 2013), the first MINI Lifestyle store will be located on Carnaby Street. It is an ideal location that attracts hundreds of shoppers every day. Carnaby Street also ties in with the MINI Lifestyle brand because of its mod connotations, this further backs up the brand values of cool heritage.
Fig. 12
THE STORE Whilst browsing the store, the consumer will be provided with a full emotional and sensory experience. The products, including clothes, shoes and accessories upstairs and drinks and games in the basement, will all be united in the store’s philosophy of journeys which will be expressed in the visual merchandising. ‘Creating a personal shopping experience by empowering the customers to explore and understand what story is behind the merchandising or the marketing, lends itself to a higher level of selling opportunity.’ (Katz. 2011) As the flagship store will be located in the heart of London, it will encompass the cultural environment of the city in the drinks, music and activities on offer. The drinks list features mainly British beverages of high class (Fig. 12) Rather then being a retail space, the basement will be an area where djs and artists will perform and where customers can escape to and socialise after shopping. Minimal, spotlights, neon lights as signage to direct visitors to the basement. The red and blue neon lights will be a subtle hint to the brands heritage. The basement will be a stark contrast to the minimalist interior of the ground floor. The basement will fuel the future trend of personal interaction which will increase consumer engagement with Mini Lifestyle. The games element is an exciting way of getting the consumer involved with the brand. Upstairs will be minimal and simple in design, sticking to a palett of white and grey with hints of the MINI blue, allowing the clothes to speak for themselves.
Fig. 13
CONSUMER JOURNEY
UPSTAIRS
Fig. 14
BASEMENT
Fig. 15
BASEMENT
“A JOURNEY IS BES Personalisation and Interaction within retail spaces is highlighted as a key trend by WGSN in the Personalisation: 5 things you need to know report (Carl., Hall., Rumsey., 2013). This report indicates that the trend has only just begun and is continuously progressing. There is an increase of stores integrating new technologies into the store experience. It allows the consumer to have control as they can create their own retail experience. This technology driven service contributes to putting the brand at the forefront of innovation and setting them apart from their competition whilst also creating more sales. Rather than being a retail space, the basement will combine shopping and socialising. It will be a space for visitors to escape to and chill out furing the day but where dj’s and artists will perform during the day. Neon lights will be used as signage to direct visitors to the basement which keeps the feeling light and fun along with elements that are in keeping with the tongue in cheek, light hearted tone of the brand. It will be an industrial space with exposed brick walls that add to the rustic feel and be a stark contrast to the stark, minimalistic approach upstairs. The basement will have a bespoke Scaletrix set, complete with MINI cars, to tap directly into the brand. Other games will includes mini table tennis and a lego wall. These interactive experiences set the brand apart and define them as an innovator and provides a rich and fulfilling experience. This also links to consumer satisfaction, as it offers a fuss-free service. Fig. 16
EST MEASURED IN FRIENDS, RATHER THAN MILES.” – TIM CAHILL
Fig. 17
The music events held in store will further the sense of intimacy between Mini lifestyle and the consumer. The first event to be held is ‘Local London Live’ which will unite the consumer with those that have similar interests. The consumer will link memories and emotions to their experience and the Mini lifestyle brand, seeing it as more than just another retail store.
Fig. 18
THE FLYER
STORE (SIDE A) Fig. 19
BASEMENT (SIDE B)
THE WEBSITE/BLOG The MINI Lifestyle website will work as an international home for the brand that can be accessed by anyone interested. It will work as a base for an online community where people who are fans of the brand can come together and share their interests on the blog. This is the Lifestyle website and blog, which encourage teh consumer to take their experience online, offline. The website features the full clothing range, Christopher Shannon collection and S/S 13 Lookbook. There is a link to the blog and events page shown on the right, which has news, the gigs schedule and interviews. Both the website and the blog, reflect the MINI Lifestyle brand image and reinforce the idea of community and heritage. Even the subtle colour palette hints at the British roots of the brand.
Fig. 20
COMMUNICATION STRATEGY The website, blog and carefully selected magazines will be used for advertising. The blog will also advertise any music event which which will entice any online users to take the experience offline and come and visit the store. Th flyers wll also be distributed in at events and given away in magazines, in order to advertise the music nights.
Fig. 21
CONCLUSION
The market is saturated with mid-price unisex clothing brands, however MINI Lifestyle is among the few at the bottom of that price range that stands out as a heritage brand, offering a unique, tailored experience. In the future, there is opportunity for MINI to separate itself from its competitors by adding new elements to the brand, becoming a multi-faceted symbol for British style. Consumer engagment and the promotional strategy, successfully reach out to the right consumer by being relevant and modern. MINI has shed the typical image featuring a car, instead focusing on reahcing a new consumer.
APPENDIX A: Night out/ T shirt On Friday 12th April 2013, we attended a night called ‘Bama Lama Sing Song’ at The Rescue Rooms, Nottingham. This night involved a band, minus a singer, and they played everything from Elvis and Bonnie Tyler to Radiohead and Bon Jovi. The theme was a sort of mass karaoke style night; the band played on the stage and had a projector with the words for every song they played so that the crowd could sing along. Two of us attended, wearing plain white t-shirts and equipped with MINI coloured sharpie pens and the question ‘what makes a great night out for you?’. The aim of this research was to get to the root of why people attend social events, especially those promoted by social media, which, ‘Bama Lama Sing Song’, heavily is. We asked a variety of people the same question and was inspired by the night to come up with similar ideas for MINI Lifestyle events. Collected information from the t-shirts reads: ‘For my edge mo’fuckers and my DTD brothers. If you got beef then bring the ruckus!’ ‘Atmosphere and rock + roll!’ ‘What makes a good night’ ‘The guitarist has beautiful glossy great hair!!’ ‘#sniffyclyro’ ‘Sexy cats!’ ‘Because my boyfriend is always in the band :) x’ ‘BANTER’ ‘Hollywood’ ‘So cute girl mates xxx’ ‘Bamalamasingsong’ ‘Stealth all about it’ ‘DRUGS’ ‘House music!’ ‘Lovely ladies x’ ‘My friend plays the drums and its a hell of a night! x’ ‘Red wine + good music = amazing night x’ ‘Alcohol + sex :)’ ‘Freebies + friends ! x’ ‘D.T.D’ ‘Being with mates getting twatted’ ‘Because singing is awesome’ ‘Sex, drugs & sasuage rolls!x’ ‘Friends!’ ‘Teapots!’ ‘Good music+ cheap drinks!’ ‘Turn around bright eyes and every now and then we fall apart! And I need you more than ever’ ‘great dancing + people too ’ ‘everyone for this audience! X’
‘Tequilla!’ ‘Remember the extra the tequila- connor xx’ ‘Luke E + will is where the good night is at.’ ‘All the songs I love + being told to sing (usually im told to stop!)’ ‘you gotta hold on to what ave got!!!’ ‘RED WINE + WILL + DUBSTEP, AMAZE X’ ‘People who care this much what other’s happiness deserve medals.’ ‘AMAZING TUNES!’ ‘MATES’ Analysis It was very difficult to get any consent forms from participants during this research, as most people did not want to be distracted from their night too long. This is also the reason that some of the answers are particularly short, although this type of research does require short, snappy replies. If I was to do this research again I would of brought another t-shirt and another question and I would have gone earlier as the crowd were quite drunk by midnight! The crowd was very varied in terms of age; this helps when looking at MINI events as MINI targets different age consumers and an events like this would perhaps attract them all.
APPENDIX B: London Area Analysis As the MINI Lifestyle flagship store will be in London, we felt it was a good idea to go down and investigate different areas. Before making the trip, we identified three key areas we felt had the right foot fall, surroundings and reputation; these were: Carnaby Street, Covent Garden and Shoreditch. Analysis This research was very insightful as we were able to fully visualise how the store would be in the locations and who would be their neighbouring stores etc. As ever, when traveling around London, we could have done with more time to conduct this research but were only able to stay for the day. We did manage to assess the three areas we had chosen, so it would not have made a massive difference if we had made another visit. We eventually chose Carnaby Street.
APPENDIX C: Concept store research As MINI Lifestyle flagship store is a concept store, we felt it was important to look at other concept store spaces and see if we could take any inspiration from them and see if there was anything we wanted to avoid. We did this research while looking at London locations for Appendix B, so many of the stores we assed we in locations that we would call competitor stores. Analysis It was useful to see what other store spaces were doing, however we already had a clear vision of how the MINI store should be laid out and what would make it special. In terms of how we want to make the MINI Lifestyle store conceptual, no other store we found through this visit and through research into London stores, are or have been doing so. This did confirm for us that we were heading in the right direction for the store aesthetics and concepts.
APPENDIX D: Journey pics and stories An important aspect of re-branding MINI Lifestyle was to move away from the car and motoring side of the brand, however we felt that to keep the brands heritage alive we should instead focus of the theme of journeys. As this is a lifestyle brand, the theme of journeys ties in extremely well with both the consumer and the brand, creating a mutual connection with them through their lifestyles. For this research we decided to create a competition for people in which they had to submit photographs of their favourite journey and 50- 100 words telling us what it was about. The competition winner was to receive a ÂŁ15 voucher from Topshop/Topman for their entry, this worked as promotion for the competition. Analysis This competition did not receive the amount of entries we would have liked, however one of the entries was very well suited to MINI and the feeling of being British that comes with it that we did not mind. The decision to make the voucher a Topshop one was justified as for the winner to receive a MINI Lifestyle voucher we may not have received any entries as research from stage one showed that very few people knew the brand.
APPENDIX E: Message to mini British club on Facebook ‘Hi, we are at Nottingham Trent University currently undertaking some research on MINI. We are looking at MINI and people who have particularly special memories with their MINI car. This can be in the form of a journey, or road trip that hold a special meaning for you. If you do have a memory like this, we would very much appreciate any photographs you have and a short paragraph detailing the journey. Thank you’
APPENDIX E: Message to British mini club facebook Staying with the theme of journeys, we wrote a message on the Facebook wall of the British MINI Club. This was in order to find out about any trips of journeys people had with their MINI cars that were particularly memorable. ‘Hi, we are at Nottingham Trent University currently undertaking some research on MINI. We are looking at MINI and people who have particularly special memories with their MINI car. This can be in the form of a journey, or road trip that hold a special meaning for you. If you do have a memory like this, we would very much appreciate any photographs you have and a short paragraph detailing the journey. Thank you’ Analysis Unfortunately no one responded to this message. The post was liked by the administrator of the Facebook page which we felt would encourage people to respond with their stories. We have since realised that this page is used as more of an area for people who have had their MINI cars stolen or are looking for car parts as to restore their old MINI. This idea behind this research was a good one, but with all research like this it can never be determined whether people will see it at the right times or whether they will take the time to respond. We could have pushed this question be repeating the message on different occasions, but this would have been an intrusion of the group they have created for themselves and we did not wish to make people feel uncomfortable or resentful.
APPENDIX F: Analysis As you can see from the mood boards the look books we looked at came in a variety of sizes and shapes. Some folded out to look like posters and some were in book format. This helped with identifying how MINI Lifestyle should represent itself through a look book. From this we were able to choose the best outcome.
Appendix G: Website/ blog market analysis As we would be creating a website and blog MINI Lifestyle, we felt it was important to research the market and to analyse what other brands were doing to show theirs. Analysis This was a great basis for the MINI website and blog mock up as it gave us a wider understanding of how these things were laid out. As a consumer you are used to being exposed to the digital platforms of brands on a regular basis, however when it comes to making your own it is much more difficult. We have used Fred Perry as a case study as a brand with heritage as well as community and being British. We found that all of these things also contribute to the look of the website and blog so is therefore where we have found our biggest source of inspiration.
APPENDIX H: Consumer profiles The MINI Lifestyle brand is targeted at three main consumer groups. Consumer group 1- The Modern Mod The group enjoys the heritage of mod culture in the 60s. Influenced by their parents playing The Jam and other mod classics as children, they reject contemporary, pop culture and find solace in the ideals of the generation of non-conformists gone before. A regular day would involve waking up in the morning to get to their 9 to 5 working class job. They most likely left school after GCSE’s as they never enjoyed education, only the social elements school brought. After work they meet up with friends, all with similar backgrounds/ ambitions and enjoy spending evenings watching live music/ tribute bands in a local bar or pub. The modern mod rarely goes on holidays or travels much, but instead seeks escape in these social moments with friends. This group prefers to buy keys items that express their smart/ casual look, as their disposable income is not that great; pieces which are timeless and durable; pieces that have labels such as Fred Perry or Ben Sherman subtly on show as badges of their mod heritage. For this group the MINI Lifestyle concept store would be a place of retreat, they would occasionally buy from the apparel collection, but would spend more time browsing the line-up for upcoming events and becoming part of the community. Consumer group 2- The Wanderers This group most likely works within an artistic or technical industry, and has an average disposable income. They enjoy a relaxed pace of life and spending time on what they feel to be the bare essentials. Instead of having a fast fashion wardrobe, this group prefers to develop a back to basics, understated style, and spend more money on one off, well-crafted items which will last in the wardrobe for years and stay stylish. In their spare time, this group enjoys meeting up with friends at their homes to watch films and drink wine, and occasionally go to unknown bars or restaurants they have found out about through friends. The Wanderers always get the travel bug and explore everything from rural British country side to far away cities and hidden beaches. For this group MINI Lifestyle would be somewhere to buy staples for their wardrobe, they would be prepared to buy more expensive items with the guarantee that they will be with them for the foreseeable future. The basement would be less discovered as this group don’t like to attach themselves to one place or venue when it comes to socialising; however they would be part of
the online community and would therefore be aware of any performances or events that couldn’t be missed. Consumer group 3- The Youth Parade Between the ages of 18 and 24, this group enjoys hanging out in stores they admire after college, taking on the lifestyle and values of the brands they respect, really committing themselves, so that others see them and associates them with these brands also, making a statement about their style, their friends and their life. As they are a younger group, they rarely travel abroad and instead find their journeys in their everyday escapades with friends and social interactions. At the weekend they will hang out with friends at the local pub. They very rarely go to the cinema or eat out as their disposable incomes are generally low on a, however they do consider themselves cultured and are knowledgeable about food and film they feel enforce their perceived lifestyle. For this group the MINI Lifestyle store would be a place to hang out in the day time and use as a social base, as well as a place to buy clothing and be part of a community online and offline. This is the group that would utilise every aspect of the MINI Lifestyle brand and store; however is not the main target consumer for the MINI Lifestyle brand. For this group to think that the brand is credible, it needs to appear to target the other two consumer groups primarily. This is because they aspire to have the lifestyles of the other two consumer groups who are older. Analysis These consumer profiles tell more of a story or ‘journey’ for the consumer groups. We felt that it would be best to describe the consumers in groups rather than individuals as these transfers to the community spirit that MINI Lifestyle is about. These consumer profiles work as reminders as to who the brand is meant for, if the re brand ever starts to go off root, looking back at the consumer profiles, manifesto and strap line really helps bring MINI Lifestyle back to where it should be.
APPENDIX I: fred perry The brand was born in the late 1940s and started off as the very first sweatband worn by British tennis champion Fred Perry. The brand has always been associated with subcultures and their music, such as mods, punks and skinheads. Today Fred Perry is still connected to British music being worn by artists such as Amy Winehouse and oasis. Their cotton pique shirts and the Laurel Wreath logo can be recognised around the world as a British symbol of iconic style. We have chosen to look at Fred Perry as a case study as the brand started by making sweatbands for tennis, however nowadays few people think of the great tennis player when the Fred Perry name is mentioned. This is something we are looking to achieve with the MINI Lifestyle brand. We do not wish to ignore the MINI heritage as it is an important aspect of the brand that simply cannot be ignored, we do wish that this heritage makes a more subtle appearance within the Lifestyle side of the brand. Analysis Fred Perry will be a major competitor with the MINI Lifestyle brand, by looking closely into what they do well and what they are falling behind with; we are able to make sure that MINI Lifestyle will not be a brand that stands in the shadow of Fred Perry.
Appendix J: Christopher Shannon The MINI Lifestyle re-brand will involve a new head designer, we suggest in the form of young British designer Christopher Shannon. Shannon graduated from Central Saint Martins, specialising in Menswear. His designs have a classic sportswear style with a contemporary edge. He has already had collaborations with Eastpack and Kickers as well as designing a white t-shirt for Topman. Christopher Shannon would be the perfect designer for MINI Lifestyle as his garments have a very British aesthetic while still staying young and modern which is exactly the same feeling MINI Lifestyle will have. From his previous collaborations it is very easy to see how Shannon’s designs could translate to MINI Lifestyle.
Appendix K: Puma For the 2012 Olympics in London, Puma created a two week pop-up venue at the Old Truman Brewery’s Boiler House space in London’s Brick Lane. It incorporated a Puma Social Club inside with sofas and ping pong tables while transforming at night with bars, DJ’s and a stage for its club events. Outside was the Yard with seating and big screens to watch the Olympics’, stalls that offered Jamaican themed food and drinks and the Puma Speed Test Track for people to get involved and race Usain Bolt. A retail unit could be found inside where you could pick up Puma Products including the Jamaican sports kit. The aesthetics of Puma Yard coordinated with the Jamaican theme through colours, vibe and style. Puma is a brand which relates to its consumers on a very personal level, making itself more than just a sportswear brand and becoming a lifestyle brand that its consumers will like to memories and events instead of just apparel. With innovation in consumer engagement as well as store VM, with their recent shipping container stores and Tokyo flagship store designed by Nendo, Puma truly is about more than just the apparel. Analysis MINI Lifestyle can really take a lot of inspiration from Puma in terms of interaction and lifestyle. In the same way that Puma has done the Puma yard, the basement area in the MINI Lifestyle flagship store will be a chill out area where interactive elements and events will take place. From visiting the Puma store on Carnaby Street, we have identified Puma as a local competitor for the store and must have more innovative ways of engaging the consumer.
APPENDIX L: Perceptual map of competitors As you can see here the market is saturated with mid-price unisex clothing brands, however MINI Lifestyle is among the few at the bottom of that price range that stands out as a heritage brand. There is also opportunity for MINI to separate itself from these competitors by adding new elements to the brand, becoming a multi-faceted symbol for British style.