CONTEMPORARY ISSUES
BY
AND
SAVANNAH COLLEGE OF ART & DESIGN
AND
PROFESSOR DONALD LEVY WINTER QUARTER, 2016
DATE
Taylor Harman Sophie Litow Katie Schiewe March 2016
HELLO
TA B L E O F CO N T EN T S
Intro
4
Why sustainable?
6
About the brand
8
SWOT
10
Local collaboration
20
Materials
22
Consumer research 12
Process
Product categories 14
Product assortment 26
The concept
16
Packaging
27
Inspiration
18
Marketing
28
24
THE GROUP
This project was a collaborative effort for Contemporary Issues. In addition to the three group members, we worked with Harrison Albert to take all of the original photography as seen in our project.
WINTER QUARTER
March 2016
Merchandise Manager KATIE SCHIEWE Katie is West Elm’s newest Merchandise Manager. She is esponsible for the development and strategy of the merchandise assortment with the Buying and Inventory Management teams. She builds a strong product selection to deliver sales, achieve financial goals and enhance the brand.
Digital Marketing TAYLOR HARMAN
Taylor is West Elm’s Digital Marketing cordinator. She is responsible for developing strong creative ideas to express the brand on web and social through organic and paid content.She also leads the execution of the digital strategy and content development ensuring the production of high quality digital assets.
Product Development SOPHIE LITOW
Sophie is West Elm’s lead Product Developer. Her and her team analyzes and identifies product assortment needs for buying trips and development. She also identifies trends, looks and product types that will help the business grow through competitive shopping, attending relevant trade shows and market research.
ABOUT THE BRAND
HOME BASE
FOUNDED IN
2002
B R O O K LY N /
CHANNELS
Customers are able to shop in-store,
NEW YORK
online, or through a catalog by calling a toll free number.
A part of the Williams and Sonoma portfolio brand.
582K
Some interesting facts
INS TAG R AM
800K
45 M A I N S T, B RO O K LY N , N Y 11 2 01
Heavily inuenced by global design and culture, West Elm also offers one-of-akind discoveries from around the world.
The brand now has a total of 65 retail stores and plans on expanding to Mexico and the
85K
350K
Middle East within the next five years.
4
United States Canada Australia United Kingdom
OUR VISION
WEST ELM IS VERY COMMITTED TO THEIR CUSTOMERS BY PROVIDING THEM WITH A CHOICE IN THEIR PRODUCTS, BUILDING A COMMUNITY OF LIKE MINDED THINKERS AND S TAY I N G T RU E TO B US I N E S S PR AC T I CE S . W H I L E W E S T EL M HAS A COMMITMENT TO STRENGTHENING LOCAL COMMUNIT I E S H ER E I N T H E S TAT E S , T H E Y A R E A L S O A R E CO M M I T T ED TO IMPROVING THE LIFE OF THEIR GLOBAL ARTISANS BY SUPPORTING FAIR TR ADE AND WORKPL ACE PROGR AMS. WEST ELM IS CONSCIOUS OF THEIR ECO FOOTPRINT AND S U P P O R T S E N V I R O N M E N TA L LY F R I E N D LY P R AC T I C E S .
COMPANY HISTORY
2002
2003
2012
2014
B RO O K LY N
CORPOR ATE
PERTH
LONDON
NEW YORK
HEADQUARTERS
AUSTRALIA
UNITED KINGDOM
West Elm launches
First catalog /
The company
West Elm continues
e-commerce site
lookbook is released
opened four stores
to grow and opens
and opens their first
in the United States
for the first time
a store in London,
brick and mortar.
only.
outside of the US.
United Kingdom.
SWOT
STRENGTHS
Online sales enabled increased reach, reduced operating costs, and met the brand’s diverse needs. Strong product portfolio which caters to a middle-class contemporary consumer. West Elm targets a younger demographic and has the potential to increase brand awareness and loyalty by incorporating multiplatform use and improve brand equity. West Elm’s presence on HGTV and in House & Home for example, has exposed the brand to large audiences looking to find design
OPPORTUNITIES
Consumers easily adapt to alternative retail channels, the opportunity lies in providing solutions on relevant devices or within platforms. Growing economy and home decor market. Income level is at a constant increase.
A N A LY S I S
WEAKNESSES
T H R E AT S
West Elm is in danger of being unable to cope with new channels and new consumer expectations. Customers use West Elm as a showroom, where they take advantage of the extensive, wellstocked locations and some of the “knowledgeable” staff to research products; which they actually buy
Similar products are available at lower price points from competitors. Items are frequently back-ordered online; this information is usually unknown to sales associates, until they make an online order on behalf of a customer. Items “Out of Stock” during sales and holidays is common, West Elm needs to invest in methods to recognize its own potential disadvantages and innovate ways to overcome them.
CONSUMER RESEARCH DEMOGRAPHRICS AND PSYCHOGRAPHICS
AGES 25-40 I N CO M E $ 8 0 K-12 5K COLLEG E G R ADUATE
ENJOYS BRUNCHING, YOGA, READING DESIGN SPONGE, AND COOKING
AL SO SHOPS AT LOF T, ANTHROPOLOGIE, WHOLE FOODS, AND CR ATE & BARREL
E A R LY A D A P TO R S & E A R LY M A J O R I T Y O N E / T H I R D O F T H E T O TA L P O P. VA L U E C O M M U N I T Y, FA M I LY, A N D C R E AT I V I T Y TURN TO SOCIAL MEDIA OFTEN TOTA L P U RC H A S I N G P OW ER O F $2 0 0 B I L L I O N
PRO D U C T C AT EG O R I E S DESCRIPTION NET REVENUE
BRAND GROWTH
E-COMMERCE
THIS YEAR
RANKING
$4.7 billion 7.1% 50% of total revenue 11 store openings 21st largest in USA
West Elm carries an array of products such as: kitchenwares, housewares, furniture and linens. Along with their wide range of products, West Elm makes a point to include products from local makers and artisans from across the globe. They also add uniqueness to their products by collaborating with independent designers to create one of a kind pieces for their customers.
FURNITURE BEDDING B AT H RUGS + DRAPERY ACCESSORIES
THE CONCEPT
FOCUSED ON
PARTNERED WITH
Sustainability Savannah Coffee Roasters
DESCRIPTION
Each one of our items are created using a previously used coffee bean bag that would otherwise be discarded and end up in a landfill. Savannah Coffee Roasters goes through dozens of bags a week. With our partnership, we’ve reduced their waste and they’ve helped to reduce ours. In the process of making our West Elm x Savannah Coffee Roasters products, we try to use as many recyclable or reusable materials as possible. In addition, we monitor our manufacturing practices to make sure we are being as sustainable as we can be. Through reusing these one of a kind burlap coffee bean bags, we’ve been able to give a product a second life. Purchasing from our goods means buying into a more sustainable future for ourselves, our children, and generations to come.
ECLECTIC
RUSTIC
WHIMSICAL
HAND-CRAFTED
MOODBOARD
West Elm’s summer collection is always focused on the gathering that dining provides. We wanted to show how our product could be used throughout the day, in different dining environments. Breakfast in bed provides an intimate setting for the meal that starts your day. A dinner gathering brings friends and family together, something West Elm believes is the core
SAVANNAH COFFEE ROASTERS A local coffee brewery in Savannah, Georgia founded in 1909 that prides themselves on roasting the freshest and finest coffee beans.
A LITTLE ABOUT THE BRAND They brew ethically produced coffee beans from Brazil, Jamaica, Costa Rica, Papua New Guinea, Columbia, Indonesia, and Ethiopia.
M AT ER I A L S
PL ACEMAT
WHAT IT ’ S MADE OF
Coffee Bag Vinyl Backing Embroidery Thread Spray Adhesive
DESCRIPTION
Each bag of fresh coffee beans comes in a burlap coffee bean bag. Each one is unique, as every country and coffee bean has their own one of a kind design. West Elm has taken note of the natural beauty in the color and design of these bags and decided to turn them into something great. Our West Elm x Savannah Coffee Roasters line has reused these coffee bean bags to create placemats, table runners, potholders, dish towels, and coasters for your home. Each bag has it’s own unique touch and form of wear, so products will vary slightly.
THE PROCESS
DELIVERABLES
Physical Product Signage Digital Marketing Direct Mail Piece
DESCRIPTION
Our place mats are created by selecting unique designs from Savannah Coffee Roaster’s coffee bean bags. The burlap is cut around the design at about 16” X 12”, although sizes might vary according to the design. Then, frayed edges are created in the burlap piece by pulling out two strands of either the weft or warp on all four sides. A vinyl piece is cut slightly smaller and used to back the burlap. This keeps the place mat clean, sturdy, and easy for everyday use. After the vinyl is adhered using a strong adhesive, the bright tassels are constructed and sewn on. The color of the tassels are selected according to the design on each piece and will vary. This is where the personality of our place mats really come through, making it different from any others currently on the market.
THE LINE THE FULL PRODUCT ASSORTMENT
1. PL ACEMATS
- SET OF 2
2. TEA TOWELS - SET OF 2 3. POT HOLDER 4. COASTERS - SET OF 4 5. TABLE RUNNER
PACK AGING Every box West Elm ships is packed with air pads that are made up of 98% air and 2% recycled plastic. Air pads are more sustainable then packing peanuts and easier to clean up too.
MARKETING
INS TAGR AM
FRONT & MAIN
IN-STORE
584K likes 801K followers 349K followers Design blog Services & events
DESCRIPTION
West Elm chooses social media presence to be the main focus for their marketing efforts. In addition, the brand has an email campaign and uses lookbooks as promotions. West Elm has a large Instagram following with an impressive 811k followers. With the introduction of the West Elm x Savannah Coffee Roasters line, we will utilize these platforms to effectively market our new product.
MARKETING West Elm releases a monthly catalog so we designed an identical version with all original photography based around our sustainable collection.
CONTEMPORARY ISSUES SAVANNAH COLLEGE OF ART & DESIGN PROFESSOR DONALD LEVY TAYLOR HARMAN , K ATIE SCHIE WE, & SOPHIE LITOW WINTER QUARTER, 2016