CREATING A FLAGSHIP STORE
IRENE
| WINTER 2022
LAI, XIAO TAN, JIANI ZHAO
WHAT TO EXPECT...
ABOUT BRAND
BRAND OVERVIEW
BRAND'S CUSTOMER
BRAND'S PRODUCTS
LOCATION ANALYSIS
ICICLE'S GLOBAL PRESENCE
ICICLE'S WORLD
STORE LOCATION CHOICE #1: LOS ANGELES
STORE LOCATION CHOICE #2: BOSTON
STORE LOCATION: LOS ANGELES
PROPOSED LOCATION: RODEO DRIVE, CA
STORE DESIGN
MOOD BOARD
FLOOR PLAN
AREA PLAN
2D DISPLAY
3D DISPLAY
MERCHANDISING
WALL DISPLAY
RACK DISPLAY
TECHNOLOGY IMPLEMENTION
SOCIAL MEDIA
EXCLUSIVE TO THE STORE
RESOURCES
ABOUT BRAND
BRAND OVERVIEW
ICICLE CONCEPT
With a responsible attitude towards the environment and the manufacturer, ICICLE provides a dressing experience in which man and nature coexist in harmony for contemporary life.
THE BRAND STORY
begins in Shanghai
Since its establishment in 1997, ICICLE has continuously explored new paths for the development of environmental protection fashion in the world.
NATURAL WAY
From natural raw materials to environmentally friendly ready-to-wear, ICICLE seeks a way of life that conforms to nature in a way that conforms to nature.
PARIS DESIGN CENTER
In 2013, the Zhihe International Design Center platform was established in France, bringing together world-class industry experts and creative talents.
BRAND'S CUSTOMER
DEMOGRAPHICS
Age: 20-55
Gender: Mostly female, few male
Ethnicity: Mostly Asian
Income: $100,000+
Education level: College/University or above
Religion: Regardless of religion
Occupations/roles in the company: professional women, business operators, housewives with good family conditions, small company leaders, business owners, artistic careers, freelancers.
BRAND'S CUSTOMER
PSYCHOGRAPHICS
Personality: Understated, knowledgeable, brave, independent thinking, well-understanding oneself, focus in details
Interest: Exploring new knowledges, care about social issues, shopping, literature and cultural nourishment
Life Philosophy: Value products more than pricing (materials and functionality) , eco-fashion, circular economy, pursuing relaxing life experience, respecting the relationship between human beings and the Nature
BRAND'S PRODUCTS
WOMAN MAN
LOCATION ANALYSIS
ICICLE'S GLOBAL PRESENCE
More than 270 physical stores in more than 120 cities in China, Japan and Europe
About 250 stores are in China
Offline sites
Directly Operated Store (DOS) - Flagship store: Beijing, Shanghai, Nanjing, Paris (newly opened in 2021)
Directly Operated Store (DOS) - Boutique store: China, Europe, Osaka (First store in Japan, 2021)
Store Within A Store (ASWS): Department store, Mall, Plaza
Franchise: Have not disclosed any store locations yet.
Online sites
B2C E-commerce platform: Official websites (China, Europe), Tmall flagship, WeChat
Social media: Weibo, WeChat, Little Red Book, LinkedIn
ICICLE'S WORLD
THE UNITY OF HUMAN AND MOTHER NATURE EARTHY SUSTAINABILITY SIMPLICITY CONTEMPORARY
ANCIENT ORIENTAL PHILOSOPHY
STORE LOCATION CHOICE #1: LOS ANGELES, CALIFORNIA
DEMOGRAPHICS
Los Angeles City: First largest city in the west coast and the second largest city in the US with high density population.
Population: 18.8 million with growing rate of 0.22% by 20212022.
Density: 8485 people per sq mile
Age: 20-54 group accounts for the largest share of 53% in total.
Diverse Ethnicity: Caucasian (42.9%), Hispanic or Latino (39.7%), Asian(9.6%), African American (7.1%), others (0.7%)
Spoken Language: English, Spanish, French and other European languages, Asian Indian, Chinese (incl. Mandarin, Cantonese), Japanese, Korean, and other languages of Asia.
Average annual family disposable income: $80,000
Employment rate: 3.9% growth by the end of 2021.
Industry: Movie and entertainment, Science and technology, Fashion, Lifestyle
Average rental rate: $ 1,554
Sales tax rate: 10.25%
ASIAN STATUS
Asians in LA have rather high proportion in population compared to other cities due to long immigrant history tracing back to the mid-19 century. High concentration rate in living area and communities
Respected socioeconomic status than other races, and thus have less limitation in current society. Los Angeles is ranked as the top suitable place for Asian immigrants
STORE LOCATION CHOICE #2: BOSTON, MASSACHUSETTS
DEMOGRAPHICS
Boston is the capital of Massachusetts state and is famous for its high education in the US
Education rate: Master grad. 13.7%, Professional degree 4.4%, Doctor degree 3.1%
Population: 0.7million with growing rate of 1.42% by 2022.
Density: 13841 people per sq mile
Age: 20-54 group accounts for the largest share of 53% in total.
Ethnicity: Caucasian (49.3%), African American (23.1%), Hispanic or Latino (18.2%), Asian (9%)
Spoken Language: English, Spanish, French and other European languages, Asian Indian, Chinese (incl. Mandarin, Cantonese), Japanese, Korean, and other languages of Asia.
Average annual family disposable income: $65,883 (greater than national average of $60,293)
Employment rate: 3.5% growth by the end of 2021.
Industry: Health care, Finance and insurance, High education(Harvard University, MIT)
Average rental rate: $ 1735
Sales tax rate: 6.25%
ASIAN STATUS
The third largest Chinese street in the US
The China town is the best well-organized in the US
High education background (Harvard, MIT) elevating the socioeconomic status: Taiwanese second generation
Michelle Wu, is elected as the mayor of Boston in 2021
Middle to high level of disposable income and living standard due to long immigrant history in Boston
Downsides: Most architectures are old and lack of repairment. The renovation fee is usually high apart from the rental.
STORE LOCATION: LOS ANGELES, CA
TARGET CUSTOMER
Asian immigrants and residents
Other race groups with middle-high level of disposable income
LIFESTYLE
Work-life balanced: low paced, relax, and enjoy each life moment
Vibrant activities: beach, art, food, sport, travel, etc.
Diversity & Inclusivity: LGBTQ, environmental groups
Relationship with Nature: Outdoor recreational opportunities
ENVIRONMENT
Geography: Sunshine, beach, dry and less rain.
Travel attraction: Hollywood, Beverly Hill, Universal studio
Diverse industry environment: Movie and entertainment, Science and technology, Art, Fashion, Lifestyle
PROPOSED LOCATION: RODEO DRIVE, CITY OF LA, CA
LOCATION
Rodeo Drive is a high-end shopping area in the western City of Los Angeles, a two-mile-long (3.2 km) street in Beverly Hill, Hollywood and other shopping area like the Groove, two Rodeo Drive, and Westfield Century City.
Ranked as the most expensive, exclusive shopping street in LA, accommodating plenty of international luxury brands.
The rental for retail space in an independent single unit is between $2000 to $5000, the average is around $3885 per month.
Near tourist attractions are Sunset Boulevard, Beverly Hills, Los Angeles County Museum of Art, La Brea Tar Pits, and Stahl House.
TRAFFIC & PARKING
City bus, taxi, shuttle or towncar, as well as self-driving.
Parking near Rodeo Drive: The Rodeo Collection, Brighton Parking Structure, 9475 Brighton Way Parking, Camden Medical Arts, 421 N Beverly Dr Garage, 421 N Beverly Dr Garage. The average parking fee is around $2.5 per 15 minutes.
COMPETITORS
GUCCI, BURBERRY, MONCLER, BALENCIAGA, Dior, Prada, Mx Mara, Saint Laurent, AMIRI, Tory Burch, Celine.
STORE DESIGN
MOODBOARD
FLOOR PLAN
ROOM DISTRIBUTION CEILING DESIGN FACILITY DESIGN
FIRST FLOOR
AREA PLAN
SECOND FLOOR
STORAGE
CUSTOMER ROADMAP TOP VIEW OF THE DESIGN
2D DISPLAY
3D DISPLAY
STORE FRONT
IN-STORE DESIGN
1ST FLOOR
IN-STORE DESIGN
1ST FLOOR
FITTING ROOM
STAIR
IN-STORE DESIGN
2ND FLOOR
NIGHT'S VIEW
MERCHANDISING
WALL DISPLAY
RACK DISPLAY
TECHNOLOGY IMPLEMENTATION
ARTIFICIAL INTELLEGENCE (AI)
Artificial intelligence will be used in this flagship store. The in-store
Ai technology will include:
QR code: For scanning the product insights, special offers, limited-time event information across online and offline to increase foot traffic and customer engagement
Touchless payment: installing the cross-platform payment methods using tablets hold by each sales associate in store, to facilitate the purchase speed and relieve the traffic at the counter.
Robot database: information storage and logistics management
Inventory tracking system: Checking product-related details and inventory, to optimize the supply chain efficiency and effectiveness
AUGMENTED REALITY (AR):
VIRTUAL
TRY-ON
Large digital board: installing on walls next to racks for customers to try on the products that is not available on rack, or provide an efficient way to purchase within time limit, as well as increasing the shopping enjoyment in store.
Smart device: store app will provide the visualization of virtual try-on too. So customers can also access that via store app while shopping instore and did not find the item on display. Besides, staff are also equipped with iPad to assist customers who don't have their own devices.
Virtual try-on function offers the styling recommendation based on customer's preferences. By typing into a certain item, the machine will render the information and put similar items together, popping on the board.
CONNECTED RAIL & MIRROR: AI & AR
Outside the fitting room section we will install a connected rail with a mirror (digital board). The functionality of this device is basically combining Ai and AR technologies:
Using Radio-frequency Identification (RFID) and ultrasound technology
RFID: to recognize the products
Ultrasound: to signal the movement
When you take the product from the rail, you will see the product shows on the mirror which is also a digital board.
Tap the button of virtual try-on allows customers to see the effect and then make the purchase decision
Once customers decide to buy, the mirror will show the total amount for the selected products and lead to the payment interface.
SOCIAL MEDIA
Instagram in Store
There is a special area with a mirror that can be taken and uploaded to instagram. During special events such as new product launches, you can get discounts for participating in Instagram interactive activities.
Official Account
The official account QR code is set up in the store, which is convenient for customers to follow the account to check the brand promotion information.
Tik Tok Live
Regularly organize live shows on tik tok. Invite the model to show the upper body of the clothing, and buy it during the live broadcast to get the corresponding discount.
EXCLUSIVE TO THE STORE
Chinese Garden Style
This will be the special feature of the first flagship store in North America, so that the design with Chinese culture will only be decorated in this store, and other stores will only have ordinary ICICLE decoration.
High-end Products
The flagship store will reduce the number of ordinary goods and display more high-end products. In order to improve the customer experience, all products will be replaced the fastest according to the season, and the store provides afternoon tea for VIP customers.
https://www.icicle.com.cn/cn/flagship-store
https://www.icicle.com.cn/cn/icicle-group
https://icicle.world.tmall.com/
http://news.winshang.com/html/068/9884.html
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https://www.populationu.com/cities/los-angeles-population
https://www.populationu.com/cities/los-angeles-population
https://www.avalara.com/taxrates/en/state-rates/california/counties/losangeles-county.html
http://www.laalmanac.com/social/so24.php
https://www.labormarketinfo.edd.ca.gov/file/lfmonth/la$pds.pdf
https://www.icicle.com.cn/en/aw21-campaign-women
https://eu.icicle.com/fr/homme/icicle-essentiels.html#
https://www.populationu.com/cities/boston-population
https://www.bestplaces.net/comparecities/newyorkny/bostonma/education
https://money.udn.com/money/story/5603/5863257?
from=ednreferralnewsstorych5589
THEBESTShoppinginLosAngeles-Tripadvisor
RESOURCES
THANK YOU.