KAYLA WILLIS
COMPANY HISTORY Nasty Gal is fashion retailer founded in 2006 by Sophia Amoruso who started the company by selling a selection of vintage pieces on eBay, that has now grown into a successful e-commerce business offering both new and vintage clothing, shoes, and accessories. In 2014 2015 Nasty Gal opened its first brick and mortar location in Los Angeles, California, and a second location in 2015 in Santa Monica, California. Nasty Gal was inspired by the song and album “Nasty Gal” by Betty Davis who portrays the company’s vision, “The patron saint of badass women, was known for her unapologetically sexy funk music which comprises our vision of femininity— complete with lamé platform thigh-high boots”.
CUSTOMER PROFILES
REBECCA FORD
KATE ADAMS
AGE: 20
AGE: 25
LOCATION: SAN FRANCISCO, CA
LOCATION: LOS ANGELES, CA
STATUS: SINGLE
STATUS: SINGLE
EDUCATION: PURSUING B.F.A. IN FASHION MARKETING AT THE ART INSTITUTE OF CALIFORNIA
EDUCATION: A.A. IN MERCHANDISE MARKETING AT THE FASHION INSTITUTE OF DESIGN & MERCHANDISING
OCCUPATION: RETAIL SALES ASSOCIATE SALARY: $5,000/FINANCIALLY DEPENDENT LEISURE ACTIVITIES: HANGING OUT WITH FRIENDS, SOUL CYCLE, DATING, SOCIAL MEDIA PRESENCE, FOODIE, VINTAGE SHOPPING
OCCUPATION: BUYER FOR NASTY GAL SALARY: $67,396 LEISURE ACTIVITIES: SHOPPING, INVOLVED IN NIGHT LIFE L.A NIGHTLIFE, RELAXING ON THE BEACH, DATING, PILATES, ATTENDING MUSIC FESTIVALS
NATALIE BROOKS AGE: 30 LOCATION: MIAMI, FL STATUS: MARRIED EDUCATION: B.F.A. IN GRAPHIC DESIGN AT THE UNIVERSITY OF MIAMI OCCUPATION: LIFESTYLE BLOGGER SALARY: $80,000 LEISURE ACTIVITIES: TRAVELING, ATTENDING ART GALLERIES, SURFING, WINE BARS, HOT YOGA, SOCIAL MEDIA PRESENCE, FACIAL & BODY TREATMENTS
DEMOGRAPHICS AND PSYCHOGRAPHICS
DEMOGRAPHICS
PSYCHOGRAPHICS
AGE:17-30
NASTY GAL CUSTOMERS ARE MOTIVATED BY SELF-EXPRESSION AND TRENDS. THEIR CUSTOMERS BUY PRODUCTS AFTER INTRODUCTORY PHASE, BUT BEFORE THEY HAVE REACHED THEIR PEAK.
INCOME: $10,000-$75,000 EDUCATION LEVEL: COLLEGE OR COLLEGE GRAD MARTIAL STATUS: SINGLE ETHNICITY: MULTIRACIAL HOMEOWNERSHIP: RENTING APARTMENT, POSSIBLY WITH ROOMMATES LIVES IN: URBAN/METROPOLITAN AREA ACTIVITIES: BLOGGING, TRAVEL, ATTENDING CONCERTS, INVOLVED IN THE NIGHTLIFE IN AREA, SHOPPING, INVOLVED IN SOCIAL EVENTS.
BUYING BEHAVIOR: CUSTOMERS FALL UNDER COMPLEX BUYING BEHAVIOR. THEY ARE HIGHLY INVOLVED IN A PURCHASE AND ARE AWARE OF SIGNIFICANT DIFFERENCES BETWEEN BRANDS. THE CUSTOMER’S DECISION MAKING IS STRONGLY INFLUENCED BY FRIENDS/FAMILY, CULTURE, AND THE LATEST TRENDS. RENDS.
CUSTOMERS MAY FALL UNDER... EXPERIENCERS
EXPERIENCERS WANT EVERYTHING, THEY ARE FIRST IN AND FIRST OUT OF TREND ADOPTION, UP TO DATE ON LATEST FASHIONS, SOCIABLE, SPONTANEOUS, HEIGHTENED SENSE OF VISUAL STIMULATION
ACHIEVERS
ACHIEVERS ARE HARD WORKING, PEER CONSCIOUS, THEY BELIEVE MONEY IS THE SOURCE OF AUTHORITY, GOAL-ORIENTED, “ME FIRST” ATTITUDE.
LINCOLN RD MALL “STYLISH BUSTLING PROMENADE WITH A RANGE OF CHIC RETAIL SHOPS, SIDEWALK CAFES, BARS & ART GALLERIES.”
LINCOLN RD MALL ANALYSIS
LINCOLN RD MALL COSTS AN AVERAGE OF $521 PER SQ FT FOR RETAIL SPACES. RETAILERS ON LINCOLN RD RING UP SALES OF $1,000 TO $2,000 \PER SQUARE FOOT OR MORE NUMBERS THAT RANK AMONG THE TOP FIVE SHOPPING STREETS IN THE COUNTRY.
POPULATION IN SOUTH BEACH, MIAMI
POPULATION IN SOUTH BEACH, MIAMI: 87, 779 MALE: 45,969 FEMALE: 41,810 MEDIAN AGE: 40 YEARS OLD POPULATION OF NASTY GAL TARGET AGE GROUP IN MIAMI BEACH: 15-24 YEAR OLDS: 527 OCCUPY MIAMI BEACH 24-34 YEAR OLDS: 3,178 OCCUPY MIAMI BEACH
14.6 MILLION VISITORS SPENT AT LEAST ONE NIGHT IN GREATER MIAMI AND THE BEACHES IN 2014. IN 2014 OVERNIGHT VISITORS SPENT AN ESTIMATED RECORD $23.8 BILLION IN DIRECT EXPENDITURES IN GREATER MIAMI AND THE BEACHES. 56.7% OF TOTAL VISITORS VISITED LINCOLN RD
COMPETITORS VIA LINCOLN RD MALL
ZARA IS ONE OF THE WORLD’S LARGEST FASHION RETAILERS, WHO RECENTLY EXPANDED THEIR SOUTH FLORIDA OPERATIONS TO LINCOLN ROAD MALL. ZARA IS KNOWN FOR THEIR AFFORDABLE SPIN-OFFS OF EXCLUSIVE RUNWAY LOOKS, ZARA OFFERS CLOTHING AND ACCESSORIES FOR MEN, WOMEN AND KIDS. ZARA HAS NEARLY 50 U.S. LOCATIONS AND 1,763 SHOPS WORLDWIDE. THE LINCOLN MALL FLAGSHIP, OPENED LAST JUNE, AND IS 26,000 SQUARE FEET.
URBAN OUTFITTERS IS A POPULAR RETAILER FOR FASHION-CONSCIOUS YOUNG ADULTS WITH INTEREST IN CONTEMPORARY ART, MUSIC AND FASHION. URBAN OFFERS TRENDY CASUAL CLOTHING, ACCESSORIES, AND HOME DECOR AT THEIR LINCOLN RD LOCATION. “FROM MEN’S & WOMEN’S APPAREL AND ACCESSORIES TO ITEMS FOR THE APARTMENT, WE OFFER A LIFESTYLE-SPECIFIC SHOPPING EXPERIENCE FOR THE EDUCATED, URBAN-MINDED INDIVIDUAL IN THE 18 TO 30 YEAR-OLD RANGE BOTH ONLINE AND IN OUR STORES AS WELL AS THROUGH OUR CATALOG.” URBAN OUTFITTERS HAS 230 STORES IN THE UNITED STATES, CANADA AND EUROPE.
H&M OCCUPIES 24,000 SQUARE FT. AT 541 LINCOLN ROAD MALL IN SOUTH BEACH LAST NOVEMBER WITH A SECOND SOUTH FLORIDA LOCATION FOLLOWING SOON AFTER IN THE AVENTURA MALL IN NORTH MIAMI BEACH. H&M IS AN AFFORDABLE ONTREND RETAILER WHO OPENED AN EXCLUSIVE POP UP SHOP ON MERIDIAN AVENUE BEFORE OPENING THEIR BRICK AND MORTAR LOCATION IN NOVEMBER. H&M HAS SEVEN LOCATIONS IN FLORIDA. SOUTH BEACH WILL CARRY A FULL RANGE OF MEN’S AND WOMEN’S CLOTHING AND ACCESSORIES BUT ONLY AVENTURA WILL STOCK H&M KIDS.
MARKETING CAMPAIGN #WELCOMETOMIAMI
EMAIL BLAST
WEBSITE
POP UP SHOP
CASH WRAP
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FRONT ENTRANCE
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FITTING ROOMS
THE NASTY GAL POP UP SHOP WILL BE AT 817 LINCOLN RD MALL FOR THE MONTH OF APRIL. THE TOTAL SPACE OF THE SHOP IS 1,500 SQ FT. THE AVERAGE ASKING PRICE FOR RENTING RETAIL SPACES IN MIAMI BEACH IS $68.40/YEAR. SINCE THE NASTY GAL POP UP SHOP WILL BE OPEN FOR 1 MONTH THE COST TO RENT OUT THE SPACE WILL BE $8,550. WHILE DESIGNING THE POP UP SHOP’S LAYOUT I WAS INSPIRED BY NASTY GAL’S TWO LOCATIONS IN CALIFORNIA. I KEPT IN MIND THE AESTHETIC OF THEIR TWO STORES WHILE DESIGNING THE POP UP SHOP IN MIAMI, USING CURRENT MERCHANDISE FROM THEIR STORE AND WEBSITE.
WORK CITED “817 Lincoln Road, Miami Beach, FL 33139.” Loop Net. LoopNet, 10 Feb. 2016. Web. 9 Mar. 2016. “817 Lincoln Road, Miami Beach, FL 33139.” Loop Net. LoopNet, 10 Feb. 2016. Web. 9 Mar. 2016. “Greater Miami and the Beaches 2014 Visitor Industry Overview.” N.p.: Ipsos Loyalty, 2015. Web. 8 Mar. 2016. “Lincoln Road Mall Info.” Lincoln Road Mall. 2016. Print. 8 Mar. 2016. “Miami Beach, FL Market Trends.” Loop Net. 2016. Web. 9 Mar. 2016. “Population Demographic for Miami Beach, Florida in 2016 and 2015.” Suburban Stats. 2016. Web. 8 Mar. 2016. “South Beach, Florida.” City Data. 2016. Web. 8 Mar. 2016. “URBN INC.” URBN. 2016. Web. 8 Mar. 2016 . “VALSTM Types.” Strategic Business Insights. 2016. Web. 8 Mar. 2016.