colette curiositĂŠ a pop-up boutique
contents
03 RETAIL BRAND IDENTITY 04 about colette 07 mission & values 08 business model 10 venues 14 product assortment 16 kevin lyons 18 social media presence 20 target market 24 strengths + plans for the future
25 TRENDS IN THE FASHION INDUSTRY 26 e-commerce 27 m-commerce 28 wearable technology 33 ongoing social media obsession 34 experience economy
35 POP-UP SHOP RATIONALE 36 goals & objectives 37 location 41 promotion 49 acheiving objectives
51 PRESENTATION OF POP-UP SHOP 52 shop structure 53 floor plan 55 shop aesthetic 57 interior inspiration 59 product selection 61 customer interaction
retail brand identity
about Colette, located along 213 rue Saint-Honore in Paris first opened its doors in March 1997. Aiming to reinvent the concept of retail in its 8000 square-feet establishment. Spanning three levels, customers are invited to encounter the Colette experience, which comprises a never ending assortment of fashion, high-tech, arts, streetwear, beauty and waters.
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behind colette
Sarah Lerfel is the co-founder of the Parisian fashion and style boutique Colette, along with her mother, Colette Roussaux for whom the store is named after. Her vision as creative director and buyer has made this cutting-edge concept store renowned worldwide. The two words that sum up the three-level store and especial y the main floor with its gadgets, gismos, metallic jewelry and techno accessories are “eclectic” and “selective.” The choise is distinctive and precise and you can tell that the objects have been chosen carefully.
“I never have time to think and reflect - it is always about advancing, moving ahead. Thanks to the designers and the choice we make, it has become an address to visit. But it is hard to analyze.� -Sarah Lerfel
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mission & values “Always be new, fresh, surprising and streets ahead of the rest.� Through chance encounters, travels and discoveries, new products and new brands are consistently greeted at colette. Exclusivities, pre-releases, limited editions, established designers, new talents and even forgotten labels...a unique approach combining modernity, originality and upmost quality. This is the colette spirit: an inimitable mix and match, modeled after its customers, and bringing people together.
business model “Brick and Click” • a combination of traditional business carried out on physical premises and internet trading
Concept Store • retail store that goes beyond simply selling products, but instead appeals to a general sense of lifestyle by offering products to match the desires of those involved in a particular social setting. • rather than simply offering a selection of standard products for purchase, this type of store sells products that appeal to a particular segment of consumer. 8
venues
Brick-and-Mortar Store • Books & Magazines • High-tech Products • Womenswear • Menswear • Accessories • Precious Jewelry • Beauty Products
E-Shop • Presents daily uploaded products • News • Events • Special Projects • Blog Section • Monthly Podcast • Colette Radio 10
“I’m inspired by everything from art shows in a museum to a pair of socks at a gas station.” -Sarah Lerfel
product assortment
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kevin lyons
It would be unfair to talk about Colette without mentioning Kevin Lyons. The fine artist, designer, and typographer is recognized for his humor and youthful wit in any and all of his il ustrations. The artist has been in multiple ongoing collaborations with the boutique, ranging from product design to interior design. His “little monsters� have been a signifcant part of the Colette brand for years.
“Lyons combines his formal interests and skil s in il ustrated simple characters, bold typography, and the fun rolling poetry of the language itself. The sheer volume, variety and repetition of this poetry and the visual screaming monsters who repeat it all throughout the spaces creates its own sil y but heartfelt rhythm.� 16
social media presence
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target market
Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.
Favorite Things: • A rewarding experience • Problem solving • Personal challenges • Authentic products
Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.
Favorite Things: • A social-media following • Being entertained • Being established • The ability to purchase
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customer profiles Koji
Products Koji might purchase...
• 41 • Architectural Consultant • Single • $600,000 + • Travels for work and leisure • Luxury consumer • Values innovative and modern design
Jemma
Products Jemma might purchase...
• 29 • Jewelry Designer • Mother • $200,000 + • Travels for inspiration • Conscious consumer • Quality over quantity
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strengths • Unique approach to retailing • Large product mix • Great location in Paris • Strong sense of who their customer is • Website and social media is updaed daily with new products, news and events • Monthly podcast • Spontaneous
plans for the future “The future is very difficult to define - everything is possible. But we don’t make plans. We are living in the present, present, present!� -Sarah Lerfel Sarah Lerfel says that she owes it to her team and they say that her instinct is the key. She believes that the store cannot be replicated, and there are no intentions to expand the Colette franchise by replicating the store.
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trends in the fashion industry
e-commerce
E-commerce (or electric commerce) refers to the buying and selling of goods and services via electronic channels, primarily the Internet. Online retail is decidedly convenient due to its 24-hour availability, global reach and generally efficient customer service. What’s more, studies show online customers are exceedingly loyal - perhaps even more so than customers who shop in-store. 26
m-commerce The use of wireless handheld devices such as cellular phones and laptops to conduct commercial transactions online. Mobile commerce transactions continues to grow, and the term includes the purchase and sale of a wide range of goods and services, online banking, bil payment, information delivery and so on. Mobile commerce sales in the United States topped $10 bil ion in the first half of 2013 and could pass $25 bil ion by the end of the year, according to new survey data from comScore. By comparison, mobile commerce hit $8.3 bil ion the first half of 2012 and $20.1 bil ion for the full year. M-COMMERCE SPENDING BY PLATFORM
M-COMMERCE SPENDING BY USER
37%
63% $47.17 SMARTPHONE
TABLET
$56.87
Highlights
wearable technology
June by Netatmo
FiLip Smartwatch
Instabeat
A clever—and pretty—accessory by Netatmo,allows wearers to track their daily sun exposureand to measure sun intensity. The accompanyingapp offers bespoke sun protection advice, andnotifies users when it’s time to reapply SPF or puton a hat.
A wearable smart locator and phone for kids, enabling children to explore, while offering parents peace of mind. Parents can track children’s locations and can send them short text messages. Kids can call their parents and contact someone in an emergency.
The first heads-up monitor for swimmers won a Best of Innovations award at CES 2014. The clip monitors swimmers’ heart rate in real-time, feeding invaluable information back to the athlete during training. The selftracking device uses a color-coded system to optimize performance. 28
wearable technology Smartwatches 2013 witnessed an explosion in wearable health monitors and smartwatches. Functions vary; some offer data monitoring and feedback, others smartphone alerts.
Smartbands Wristbands are evolving from mere tracking devices, offering smartphone connectivity and bespoke advice based on users’ habits.
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wearable technology Active Gear A number of emerging tech devices wil enable sports’ enthusiasts to record their pursuits, and analyze data while adding a fun element to training.
3-D Printing 3-D printing is moving swiftly into the mainstream market, with new raw material options, more affordable mini models, and fun user applications.
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social media obsession Social media is the collective of online communication channels dedicated to community-based input, interaction, content-sharing and collaboration. Websites and applications dedicated to forums, microblogging, social networking, social bookmarking, social curation, and wikis are among the different types of social media. It can include text, audio, video, images, podcasts and other multimedia communications. 93% of marketers use social media for business. That means there are a lot of people out there getting involved and managing a social media strategy. It’s becoming more common to include social media as part of an overall marketing budget or strategy, as opposed to when it was the outlier that no one wanted to spend time or money on.
experience economy The experience economy refers to an economy in which many goods or services are sold by emphasizing the effect that they can have on people’s lives. Economists typically lump experiences together with services, but experiences are a distinct economic offering, different from services as services are from goods. Today we can identify with this offering because consumers unquestionably desire experiences, and more and more businesses are responding by explicitly designing and promoting them. In today’s economy, many companies simply wrap experiences around their traditional offerings to sell them better. To realize the full benefit of staging experiences, however, businesses must deliberately design engaging experiences that command a fee. When creating our pop-up shop, we took into account how much consumers want that “experience” when they are shopping or entering a store. From the way we designed our floor plan, to our actual physical structure of the store, we have created an environemnt that flows, and that customers wil be genuinely entertained in throughout their time spent in the boutique. 34
pop-up shop rationale
goals + objectives Goals • to promote the fusion of fashion and technology • “tech is art”
Objectives • to get the Parisian brand integrated into the American marketplace by starting a pop-up shop in New York City
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location
Why DSNY? When looking for a space to hold the pop up shop, we wanted to find a location that connected with Colette's brand identity but also attracted new customers. New York served as the best city to reach the U.S. customer because the luxury market is similar to the Parisian marketplace. Rei Kawakubo said “We hope to make DSMNY more and more interesting. I enjoy seeing all the customers coming to DSMNY dressed in their strong, good looking and individual way. I would like for DSMNY to be the place where fashion becomes fascinating.� In this respect, DSMNY and Colette both encourage innovative fashion and retail, making it the perfect marriage.
“I want to create a kind of market where various creators from various fields gather together and encounter each other in an ongoing atmosphere of beautiful chaos: the mixing up and coming together of different kindred souls who all share a strong personal vision.� -Rei Kawakubo
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dover street market
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promotion Colette “Surpris” Bags
One of the first products you see when entering the Colette store is the Surprise Bags. Consequently, these goodie bags also happen to be the least expensive product in the store. Prior to purchasing the bag, customers do not know what they wil find inside. We wanted to take this idea to the streets and parks of NYC before the grand opening of the pop-up shop. Surprise Bags wil be handed out all around the city in areas of high traffic to get people talking about DSMNY and Colette. Areas like Madison Square Park, The Brooklyn Flea Market, Museum Mile and the major shopping hubs wil make for the perfect backdrops. Were are hoping to connect with many different types of shoppers. Because of this, going into Brooklyn wil attract the cool Mil ennials shopper while Museum Mile and 5th Ave is where we wil find our luxury customers. The best way to gain attraction to a pop-up shop is through word of mouth. For this reason, the Surprise bags wil attract a customer that doesn’t already know Colette.
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promotion Comme des Garcons Collaboration
Comme Des Garcons X Colette is an effort to continue the brand identity long after the pop-up shop has closed. We have created limited edition t-shirt’s that are exclusive to the Dover Street Market pop-up location. Both Colette and Comme Des Garcons are known for their highly successful collaborations with other artists and designers. Obviously, this was a natural collaboration for us due to Rei Kawakubo’s role in the Dover Street Market, and we jumped at the chance to be involved with her and her husband further. We know that visitors of our pop-up shop wil want to have a memento of their time spent there, whether they are the New York tourist or the street savvy fashionista. Luxury street wear is an on-going trend that is extremely popular with young consumers. The exclusivity of the shirt wil garner more attention to the space, and thus the Colette name in general.
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promotion Dream Downtown After-Party
We chose the Dream Hotel to host our after party because they have a similar futuristic aesthetic. the first thing that drew us to this space was the fantastic cityscape views from the rooftop club. We want to end the grand opening by appreciating the city that makes these collaborations possible. Additionally, the facade of the building features many round, port hole-like windows, that are reminiscent of the Colette logo. When our guests arrive they wil instantly know they are in the right place because of these windows. Once in the party, guests wil be asked to scan their invitations in order to check in. This feature wil both check the guest off the list, and wil instantly share their whereabouts to Facebook and Twitter friends. Inside the soiree, French Champagne wil be served while the best Parisian DJ’s spin the night away. The after party wil bring the Colette experience full circle by offering a taste of Paris after dark right in the Big Apple.
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e-invitations
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achieving objectives What do we want to achieve? • Attract the eye of new shoppers • Allow the average shopper to become more familiar with Colette’s retail identity • Bring fashion, technology, and art together in a successful and unique way • Influence shoppers to come to shop by providing exciting and fresh promotional activities
parameters How wil we measure our success? • Sales • Social media evaluation • Customer traffic • Reviews • E-commerce evaluation
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presentation of pop-up shop
shop structure
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floor plan welcome to colette curiosité CHECK-IN GOOGLE GLASS SHOWCASE CHECK-OUT
CHOOSE YOUR HEADPHONES
KEVIN LYONS COLUMNS LISTENING STATIONS
PRODUCT ASSORTMENT
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shop aesthetic
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interior inspiration Colette curiosite was designed with a very eclectic mix of hi-tech products and design. We want our pop-up shop to embody the aesthetic of the original boutique located in Paris as much as possible. We believe this gives our customer a clear idea of who Colette is if they aren’t already familiar with the store. Our aim is to create an aesthetic that is a sleek, modern, and white atmosphere with the only colors being the products on the shelves and under the glass. We want as many transparent tables as possible to showcase our tech items, providing a sense of exclusivity with a contemporary feel. The store wil be brightly lit, with a constant sound of loud and upbeat music from the hottest European artists. We wanted to incorporate the whimsical aspect of Colette in our interior, so we wil be utilizing some of Kevin Lyons’ designs on our column structures throughout the shop. We want customers to feel comfortable in the shop environment, and experience an ambiance that feels fresh, modern, and exciting - just like the original boutique.
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product selection
customer interaction The Google Glass The first Glass units have been with early adopters since April and Google is using this semi-public testing period to fine tune the device for the general public’s consumption, as well as to get the world more used to wearable technology. Essential y, the Google Glass is a wearable Android-powered computer built into spectacle frames so that you can perch a display in your field of vision, film, take pictures, search and translate on the go as well as run special y-designed apps. Google Glass uses a miniature display to put data in front (or at least, to the upper right) of your vision courtesy of the prism screen. This is designed to be easily seen without obstructing your view. We believe that incorporating the Google Glass into our popup shop is important due to the ongoing increase in combining fashion and technology. This trend of wearable technology is the future, and we know that Colette prides themselves on being “ahead of the rest,” which is something we want to incorporate in our shop. We wil have an entire room dedicated to the product, and wil have trained specialists informing customers about the product daily. While we cannot technically sell the product, we can introduce it to the market we believe is interested in the item - Colette’s target market. Customers wil be able to “check-out” a pair of glasses once they provide credit card information to our sales associates. They wil be able to model them around the store, and experience all of the capabilities the glasses have to offer.
“The Google Glass was created to be there when you need it and get out of your way when you don’t.” -Google
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customer interaction Listening Stations We have chosen to incorporate listening stations into our pop-up shop, with the influence of the Colette Paris location, as well as the relevance it has with our focus on technology. We wil have centralized pod-like chairs in the larger wing of our store, with iPad stands located directly in front of them. There wil be a wall of a variety of headphones sold in-store located behind the stations, giving the customer an option based on their personal preferences when it comes to listening. Not only wil this excite customers that come in the shop, but we hope they wil be more interested in purchasing a product they have actually tried.
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“Colette is in non-stop evolution, every day is different. We receive new products every day.� -Sarah Lerfel
devon bert corbin rachor kelsey wittman