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Karolina Galczak / Stefania Świtkowska / Marta Gruszczyńska / Mateusz Miszkiewicz Subject
Retail bizz 2013 Teacher Mary Nørgaard- Larsen amount of words: 2067
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INTRODUCTION
SELECTED AS A PART OF BESTSELLER
VALUES
SELECTED is a part of Bestseller which is a family-owned clothing and accessories company founded in Denmark in 1975 by Merete Bech Povlsen and Troels Holch Povlsen. Bestseller operates 11 brands including: jack & jones, junarose, mamalicious, name it, object collectors item, only, outfitters, pieces, vero moda, vila clothes and of course SELECTED. All the stores are built on close and loyal relationships between business partners and Bestseller as the main supplier. Bestseller provide fast affordable fashion for women, men, teenagers and children. Products are available online, in branded chain stores, in multibrand and department stores. Originally Selected was launched in 1997 as a retail aiming only men target group. In 2008 SELECTED became both a male and female clothing line. Clothes are sold in Europe, the Middle East, China and Canada, through chain stores, multibrand retailers and wholesale. Bestseller has more than 5,300 stores in 43 countries.
The main value of the brand is a production of a fashion garments which fit their customer segments properly.
VISION " One World, One Philosophy, One Family is the symbol of the company culture in BESTSELLER."1 SELECTED also follows this vision as a part of a bigger company.
PRODUCT Femme Women part is separated to Femme line and Femme Jeans line. Where basic line is a classic and high fashion part and jeans line is more "cool" and " rock ‘n’ roll". Homme Divided to trend, formal, jeans and casual collection. Where every group of clothes aiming a little bit different target group and is separately described by brand philosophy. COMPETITORS The main competitors of this brand are other clothing retailers belong to IC Company and INDTEX. Selected is a fast fashion retailer. They are producing six collections per year, divided into the product mix and the price segment called “low of the high”.
MISSION The main point of SELECTED mission is to satisfy customer needs by providing for them accessible and attractive products .The retailer mission is to meet the buyer's satisfaction and attract a wide range of target group. SELECTED established two different clothing lines for women and men. Those line define different style and enlarge target group. One line is for official lifestyle and another is for sporty lifestyle.
1. bestseller website, bestseller.com
picture of pop-up stores in Brussel
PRODUCT SELECTED offers to its customers a wide range of different style products. At the begging SELECTED was only menswear brand but in 2008 they decided to expand their target group and set up a women line. Men collection is divided in two lines. Every style of line is different and refers to other target group. First line is a collection named Jeans Line which is made for young men who likes jeans and casual wear. Second line- Formal Lineis created for fashionable, elegant men. Females collection is divided in the same way. Jeans Lifestyle line is everyday collection for young women who appreciate casual fashion. Femme Lifestyle line is made for confident, elegant women, this line is more formal and can be worn not only by young girls. SELECTED in its offer has also accessories, shoes and outwear. PRICE SELECTED products are quite expensive but products quality is high. Price for an average blouse is around 60 euros, jacket can cost 300 euros. SELECTED is using mostly natural fibers like wool, cotton and leather. There is a possibility to buy their by BESTSELLER. By signing up to the customer club, you will get a discount of 20% on your first purchase done on the website. PLACE (DISTRIBUTION) SELECTED belongs to Bestseller, a Danish family-owned clothing company founded in 1975. SELECTED is established in 25 countries around the world with more than 30 unisex brand stores and 1,300 external multi-brand stores. 200 employees around the world handle all action associated with the brand. There is a possibility to buy their products on website which is owned and operated by BESTSELLER. By signing up to the customer club, you will get a discount of 20% on your first purchase done on the website.
picture of pop-up stores in Brussel
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selfs. Costumers can receive newsletter from them with information about discounts and new collections. On their facebook profile they organize contests and keep in touch with their fans responding to questions and doubts. BESTSELLER is a sponsor of many sports and cultural events which also help a brand to promote themselfs. DISTRIBUTION STRATEGY Selected decided to distribute their products in own retail shops. They sell in them both male and female collections. They also use their web page to sell their products. This method let them reach more potential buyers. ADVANTAGES Selected knows very well needs of its consumers and is trying to satisfy them. They are dealing with that very good. Consumers have sure that their quality and design is worth the price. Selected tries to have a good contact with its consumers, not only in retail shop but on the virtual world as well. Their web page is prepare reasonably so buyer can find answers to most doubts. They also do a great job at their facebook profile where they are answering to all questions and uploading a lot of news and information about current collections or special offers. DISADVANTAGES Selected should try to expand their brand in whole Europe. They have great brand that for sure would be appreciated not only in Scandinavian countries. They should also try to put more attention to advertisement. Maybe using celebrity in their campaign for next season would increase awareness of Selected being on the market. Selected could also try to launch new line for children. Nowadays parents can pay a lot in order to give their children best products.
PROMOTION SELECTED uses social media like facebook, pinterest and twitter to promote them-
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RETAIL DESIGN
THE STORE POSITION SELECTED is located in the Herning Centre. This it is the main, commercial place where people actually do shopping, not necessarily to purchase fashion garments. It is right location for retail because of accessibility, a lot of parking space, advertising, popularity of hole shopping centre and position of this place - by the main road of Herning. (picture on the page 8) EXTERIOR DESIGN External look of the retail does not really show anything special. In the shopping mall with specific space to match, especially entrances and windows- it is not easy to do something specific, recognizable. Brand must adapt to this space. It is easier for SELECTED because they keep their identity simple and clear. Plain display with shelf and two mannequin- one male, one female with taped caption on the window " DRESS UP, BE EXTRA ORDINARY". It is probably enough, since you can still see well arranged and lighted interior design through glass doors and windows. (pictures on the page 6) INTERIOR DESIGN Indoor garments are separated into two sectors- left side of entire shop is for women and the second, right part is designed only for men. The back of the shop is left for shoes and changing rooms. Displays are arrange vertical as also horizontal. All shelves, tables, hangers are good providing background for the product. Those elements are made from raw wood or wood coloured into black. Also raw metal or metal colour into light khaki are used. Floor in SELECTED is wooden. Walls are build from plasterboard (patchy light khaki). All those cream, beige, khaki green, grey and black calm colours are broken with
yellow table in the men sector. The board of colours used in retail is shown below. SELECTED also uses graphic photo panels to add more personality and technology to the store. Light comes from halogen lamps aimed on special areas of the shops with main lamp in the centre of the store, above main black table with cash register. Lighting is dim yellow, homely kind of luminosity. Retail does not have any special smell. Music playing in the shop is an electronic, chill and slow. It makes customers moving slower and convince them to spend more time in the shop. Lightening, sound, colours and space arrangement give a cosy, classy and sophisticated atmosphere. (pictures on the page 6 and 7) LAY OUT SELECTED is designed as a free-form layout. Customer are encouraged to flow freely through hole store, because there are no define traffic pattern in retail. Space left between shelves, hangers and tables is enough for comfortable shopping. It is easy to find concrete sector or model, size of clothes since it is designed as a free-form layout. Customers also can ask for help personnel which is available, easy to noticed in this quite small and well arranged shop. ( drawing of layout on the page 8 ) SUM-UP Shop is clean and organized in the simple way. Mixed materials give space modern (metal elements) and classy look (wooden elements). Retail follows Scandinavian design and brand identity. Assortment is put together as a suitable totality, to attracted the target audience. Overall, retail design is coherent with other brand elements like website, logo, printed elements, photography and of course the product.
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DEVELOPMENT MODEL
RETAIL LIFE CYCLE SELECTED is one of Bestseller’s brand. It was established in 1997 in Denmark and since that moment SELECTED has developed a lot. At the moment they have their shops in 25 countries with more than 30 unisex brand stores and 1,300 external multi-brand stores. According Retail Life Cycle theory SELECTED is on format of growing. They are constantly expending new markets and trying to become more and more global brand. SELECTED has to face their competitors and develop their stores with new technology in order to be better than the rest. They still have to put a lot of attention to their position as long as it not stable. Investment level remain high. They are aware of the strength of the Internet and they are using social media as facebook and twitter. Consumers can reach their products by online shop.
RETAIL TRENDS Nowadays when our world is changing so fast and technologies are developing in dizzy speed retailers have to adopt their stores to be better than their competitors. There are a lot of new retail trends but some of them are especially interesting and it is worth to look on them carefully. We can observe that a lot of brands allow their costumers to design products on their own. Costumer is now more powerful than it ever was. The strength of E-commerce is increasing rapidly. More and more brands decide to sell their products online. It is very reasonable. While selling online brand has access to multi-channel consumers and can compete with other brands that are selling online as well. New technologies have a strong impact on the retail world. Retailers decide to put new technologies under their roofs so the consumers can use them and in consequences purchase their products. Free WiFi, body scanner, online catalogues on screens in shops soon are going to be a common thing. Retailers are trying to give more emotions to costumers- something that is not possible in online world. Another interesting phenomenon are pop up shops. It is a is a trend of opening short-term sales spaces in order to obtain interest of costumers. These kind of shops very often
are located in places that usually do not associate with shopping area. One more curious trend is collaboration between competitors. Both sides are taking something valuable from other side and an effect of such collaboration is lucrative for everyone. The best example of such collaboration is H&M which is collaboration with famous fashion designers. HOW SELECTED CAN IMPLEMENT THESE RULES INTO BUSINESS SELECTED is doing a good job with e-commerce and their presence in online world. They are aware how strong influence this can have on increasing sale. SELECTED has twitter, pinterest and facebook profile with 29,000 fans. They are uploading a lot of pictures, adding contests, responding for a feedback from their clients. They have very well developed online shop. This has to have a positive impact. Interesting thing that we can find in Selected store in Centre where right beside cash we will find tablet where consumer can sing up for their newsletter. However, SELECTED should concentrate bit more on new technologies and put them into their stores. They should consider purchasing tablets with their recent collection and putting them into stores. Consumer might see easily what is now available without necessity of looking through all products that are in shop. Other great idea would be mirror connected to social media. While consumer is trying something in fitting-room this mirror he can take a picture of himself and send it friends to ask what they think about this clothing. This technology is already available and some shops are using it. Reta i l a s s i gm ent 2 0 1 3
DRESS UP BE EXTRA ORDINARY Pictures of S e l e c t e d retail in Herning Center
Front window display
Front window display, mannequin
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Front window display and front hangers
Inside visual display merchandising, femme, left part of retail
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DRESS UP
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BE EXTRA ORDINARY
Inside visual display merchandising, homme, right part of retail
Center of the shop, table with cash register
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Interior design, shoot from back of retail Reta i l a s s i gm ent 2 0 1 3
Map of Herning Center
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Selected Neighboring stores: 1. Nielsen 2. Cadovius & Co 3. Panduro 4. Bog & IdĂŠ 5. Pawsko
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Free-form Lay-out Works best in the small stores in which customer wish to browse.
exit
Cash register
changing rooms
printed photography hangers, shelf
table mannequin
window display
pouf left entrance
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right entrance outside hanger female
outside hanger male
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