HOOD BY AIR. OAKLAND POP UP SHOP
“I can be really introverted. So I kind of like talking through my clothing...It’s good to have a language.” -Shayne Oliver
TABLE OF CONTENTS
I. MISSION STATEMENT II. COMPANY OVERVIEW III. SWOT ANALYSIS IV. COMPETITIVE ANALYSIS V. CONSUMER PROFILES VI. LOCATION ANALYSIS VII. SALES ESTIMATE ESTIM VIII. LOGISTICS
IX. PRODUCT MARKETING X. AUDIAL DETAILS XI. SOCIAL MEDIA CAMPAIGN XII. LOCAL CAMPAIGN XIII. FINANCIAL STATEMENT XIV. VISUAL RENDERING XV. FLOOR PLAN F XVI. CONCLUSION & SPECIAL THANKS
MISSION STATEMENT
I am fascinated by Creative Director Shayne Oliver’s approach to his fashion label, Hood By Air. Oliver has curated a label unaffected by fashion norms and authentically carries out his vision no matter how unconventional. I decided to create a pop up shop for Hood By Air because experience has become such an important part of the relationship to the modern consumer. This pop up shop will reect Hood By Air by extending an experience that is experimental, high end, and truly unique. Through this capstone project I will demonstrate my skills in branding, visual merchandising, and marketing which directly relate to my aspirations of working as a marketing manager for a fashion label.
COMPANY OVERVIEW
After dropping out of both NYU and FIT, Shayne Oliver began making sweatshirts and t-shirts for his friends heavily influenced by both music and his New York City lifestyle. Oliver was so successful that in 2006 he launched his label, Hood By Air, a name suggesting he’s both proud of being from the street yet at the same time is “putting on airs”. Although coined a “cult menswear label” Oliver plays around with gender fluidity truly making garments for every ar person despite societal labels. Hood By Air is all about delivering the classic “street silhouette” (think oversize tees paired with baggy pants) in a fresh way playing with proportion and construction. Rather than merely using streetwear as a reference, Oliver brings streetwear itself to the high fashion level. Currently Hood By Air is sold online and in stores sto such as Barneys and Bloomingdale’s.
COMPANY HISTORY
2006 Launched label 2009 Took hiatus to pursue music 2012 Re-launched with “Classics” collection 2013 First runway show, first pop up shop-Morph in LA 2014 Hong Kong pop up shop 2015 Received the Menswear Swarovski Award 2016 Released song in collaboration with Arca debuting at the Spring 2017 show
SWOT ANALYSIS STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Expensive but attainable Very speciďŹ c customer Unique in streetwear at high fashion level Brand story
Strengthen social media presence Collaboration Create advertisement campaign Expand distribution channels
Lack of engaging content on social media Lack of advertisement Low global brand awareness Moderate to low accessibility
Larger brands consuming streetwear as a trend Brands generating more engagement Brands with a strong international presence Similar brands with greater accessibility
1716 BROADWAY
COMPETITIVE ANALYSIS Few brands dare to do streetwear exactly like Hood By Air but a few that compete with a similar aesthetic are brands such as Billionaire Boys Club, Fear of God, God Cannot Destroy Streetwear, Yeezy, and Y-3. A further reaching physical presence can aid Hood By Air in becoming more accessible and building stronger customer loyalty. As it can be seen chart Hood By Air is at a great place on the following cha with competitive prices and has moderate accessibility. As Hood By Air continues to advance in selling through multiple channels they will gain an even greater competitive edge.
CONSUMER PROFILE OVERVIEW Hood By Air consumers are typically men and women living in urban areas from ages 17 to 29. These consumers either have or are pursuing a bachelor’s degree. They have a moderately high income level and a deep appreciation for both art and the culture of streetwear. Hood By Air customers are first and foremost interested in the art of fashion. They see the way they dress as a channel to express who they are. They don’t follow the trends they make their own. Within the VALS profiles these consumers fall mostly under the “innovators” which means they have the confidence to experiment and quickly adapt to new ideas and technologies. This makes them open to spending larger quantities on clothing as well as being receptive to Hood By Air’s even more conceptual pieces. These consumers identify with desire to throw the rules out the window. Shayne Oliver and his desi
XAVIER DEWOLFE
Age: 27 Location: Long Island City, Queens, New York Education: BFA in Sound Design at Boston University Occupation: Audio Programmer at Avalanche Studios Annual Income: $67K •Avid reader of conceptual fashion magazine, Tank •DJ’s at clubs in New York City •Learning to cook authentic Thai food •Likes to sketch at the High Line •Big spender when it comes to his style •Likes to know the story behind the brands he wears
AUSTEN ZAHN Age: 21 Location: Palo Alto, California Education: Computer Science at Stanford University Occupation: Student •Leads Hackathon programs •Reads Interview Magazine •Attends tattoo conventions •A •Has her blackbelt in karate •San Francisco Giants fan •Doesn’t mind splurging on unique clothes •Wears her wealth
1716 BROADWAY
LOCATION ANALYSIS Hood By Air Pop Up Shop 1716 Broadway Oakland, California 94612
Uptown Oakland Near Fox Theater BART entrance outside
Oakland California is becoming a thriving area for retail because of the way it has been growing as a community for up and coming artists. Originally a shopping area in the early 20th century, Uptown is now the most popular section of Oakland and is dubbed as the arts and entertainment district. The local population is made up of hipsters, techies, student-artists, and empty nesters. New bars and restaurants open weekly in the area making Uptown the place to be. Architecture is comprised of many gorgeous Art Deco buildings such as the live music venue, Fox Theater. Uptown Oakland will be the perfect location for the Hood By Air pop up because of o its rich surroundings and youthful art community.
SALES ESTIMATE
Sales estimates are based on local foot trafďŹ c and average baskets of purchases made. For this particular part of Uptown Oakland average foot trafďŹ c is about 25,000 during the week and 27,000 on the weekend. Since Hood By Air is on the high end of pricing I estimated that average baskets would be around $1,000. This comes out to show that over the two week period the shop would have a gross margin of just over $94,000.
LOGISTICS PARKING
TRANSPORTATION
CUSTOMER SERVICE
FURNITURE PROMOTION
In the direct area of Uptown Oakland there are six parking garages with an overall amount of 2,237 spaces. The two closest garages are the Franklin Plaza (19th Street & Franklin) and the Telegraph Plaza (Franklin and 21st Street).
Throughout the shop there will be a total of at least 8 sales associates at all times. 4 of these associates will be in charge of items requested for the dressing room and the other 4 will be equipped with tablets to check customers out.
The 19th Street BART station is located directly outside the proposed location making transportation to the shop easy from anywhere in the Bay Area and will increase foot trafďŹ c past the store front.
For this shop Hood By Air will be renting all furniture from Roche-Bobois located in San Francisco. Roche-Bobois is a luxury furniture store and will be promoted in the shop as a thank you for their help.
PRODUCT MARKETING Shayne Oliver’s right hand woman is Leilah Weinraub. The pair originally met while Weinraub was creating a documentary about a lesbian strip club in LA which spoke to Oliver’s passion for connecting with society’s perceived “outsiders”. With an eight year age difference Weinraub began to mentor Oliver and eventually was asked to be his partner in 2012 during the label’s relaunch. Weinraub and her team will be in charge of choosing the garments from the Spring Summer 2017 collection for the inventory of the shop. The main floor of the shop will be around 3,000 square feet but the shop will be set up as more of a club feel rather than a regular shop. Therefore it will operate as an exhibition with the majority of the inventory in the back stock room. When purchased the items will be taken from the back room creating a dramatic and exclusive feel to the entire experience. About 200 units will be on hand and can be replenished when needed. 30 different styles will exist in the store displayed on mannequins and on shelves in order to allow guests to interact with and feel the products. Overall the estimated sales of the shop will be around $94,000.
AUDIAL DETAILS
From his days DJ-ing at New York City nightclubs under the name “GHE20GOTH1K” to most recently collaborating with electronic producer Alejandro Ghersi AKA Arca on a joint project titled Wench, music has always been important to Shayne Oliver. Therefore, because the clothing is so inspired by music the shop will include rotating DJ’s every hour that it is open. To create an even more personal connection to customers Shayne Oliver himself will be Dj-ing on the shop’s launch day as well as its final day. Having Shayne Oliver DJ at his own pop up shop will show customers just how much he cares about the people who support him and his vision. vision On both days Oliver is present there will be time allotted for him to roam about the shop and engage with guests. Another special guest DJ will include A$AP Rocky who is a good friend of Oliver’s as a surprise to guests of the shop. It will not be announced which day or time he will be DJ-ing creating even more buzz over attending the pop up. Overall the sound will be experimental electronic music promoting the aesthetic of the brand throughout the space to an even further degree.
SOCIAL MEDIA CAMPAIGN The social media campaign will feature pictures from the Pieter Hugo collaboration. The campaign will run on both Instagram and Twitter from March to September. The message will be divided between simple announcements of the shop location and highlighting the chance to meet Creative Director Shayne Oliver on either the opening or ďŹ nal day. da
LOCAL CAMPAIGN
The local marketing campaign in Oakland will consist of a billboard on the Bay Area Rapid Transit system (BART), posters around Oakland, and a live performance by Wench at the Art & Soul Oakland event. The billboard will be up from April to September on the BART train to capture an audience from the entire Bay Area. Posters will be placed in Oakland starting in July. The simplicity of the marketing materials reects the mystery of o Hood By Air and will cause people to be curious about the event. Posters will be hung on main streets in Oakland and the billboard will be located on a high trafďŹ c public transportation system where it will be extremely visible. Art & Soul Oakland is an annual event that celebrates local performance and creativity. This event occurs a week before the pop up making it the perfect appearance for Oliver and Arca to promote the shop.
FINANCIAL STATEMENT
The total cost for the two week Hood By Air Oakland pop up shop will be just over $200,000. As an investment toward connecting personally to customers and creating a visceral experience for the brand, this money is an invaluable venture for the company. Not only will this shop drive temporary sales it will also encourage a relationship between the brand and its consumers driving an increase in future sales and loyalty. DeďŹ ned by exclusivity and street luxury, this two week shop will be the ultimate marketing piece bringing Hood By Air into the center spotlight for the 2017 and 2018 seasons.
EXPENSES
COST
Rental space...............................................................$50,000 Installations..............................................................$100,000 Marketing...................................................................$11,000 DJ Booth.......................................................................$1,000 Rotating DJ’s..............................................................$33,000 Photographer...............................................................$7,000 TOTAL.......................................................................$202,000 TO
VISUAL RENDERING
Upon entering the shop, guests will be ushered through a red-carpet hallway toward a diamond shaped fixture with raindrop lighting encasing a show stopping jacket from the most recent collection. To the right of this hallway are dressing rooms and to the left an exclusive red-carpet photo booth room where guests may only enter if they make a purchase. Past the fixture wall is a room filled with white plush couches, the main selling floor, cash wrap, and DJ booth. Mirrors fill the entire back wall as well as the half wall on the opposite side of the diamond fixture making the space feel infinite. Sustainable marble covers the floors and a glass encased DJ booth lines the back wall. wall Guests are either ushered out the back door once ready or through the exclusive photo room and back through the front if purchases were made. Overall the aesthetic is extreme luxury mixed with a bit of grunge reflecting that of Hood By Air.
FLOOR PLANS
CONCLUSION
This pop up shop in Oakland would be an amazing addition to the fashion label increasing its visibility, accessibility, and personability. I saw a need for Hood By Air to have a personal experience with its customers and my solution is for the label to appear in an area ďŹ lled with artists. Shayne Oliver has always been passionate about supporting other artists and speaking to consumers the way he speaks to his friends. It’s time for Hood By Air to meet the up and coming artists where they are and form a real relationship by creating a physical store experience. I believe that this pop up shop is an important investment for the brand because it will expand the brand outside of the digital world.
SPECIAL THANKS
Special thanks to Interior Designer Nicole Chaco for collaborating in the creation of the visual renderings of this pop up shop!
REFERENCES [Advertisement]. (2017). Retrieved February 2, 2017, from https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20&pageName=ZIP%2BCode%2BLookup Anaya, S. (2013, May 16). Hood By Air's Ascent. Retrieved March 06, 2017, from https://www.businessoffashion.com/articles/intelligence/hood-by-airs-ascent City of Oakland California. (n.d.). Retrieved March 06, 2017, from http://www2.oaklandnet.com/government/o/CityAdministration/d/EconomicDevelopment/s/WFD/Retail/DOWD008140 Escalalatina: Rendering Your Designs with Diversity. (2014, October 31). Retrieved March 06, 2017, from Escalal http://www.archdaily.com/562190/escalalatina-rendering-your-designs-with-diversity Glazek, C. (2016, August 26). Hood By Air's Radically Aggressive Streetwear. Retrieved March 06, 2017, from http://www.newyorker.com/magazine/2016/09/05/hood-by-airs-radical-streetwear HBA - HOOD BY AIR. (n.d.). Retrieved March 06, 2017, from https://www.hoodbyair.com/ C. (2016, June 13). Hood By Air Presents New Collection in LA. Retrieved March 06, 2017, from http://www.highsnobiety.com/2016/06/13/hood-by-air-los-angeles/ Nnadi, Nnadi C. (2016, September 11). Hood By Air Spring 2017 Ready-to-Wear Fashion Show. Retrieved March 06, 2017, from http://www.vogue.com/fashion-shows/spring-2017-ready-to-wear/hood-by-air Uptown. (n.d.). Retrieved March 06, 2017, from https://www.visitoakland.com/explore/neighborhoods/uptown/
HOOD BY AIR. BY KELLY HIPPENMEYER