CONCEPT FOR A POP-UP IN GSTAAD, SWITZERLAND BY LO PITCAIRN CLICK HERE FOR INTERACTIVE PDF
TABLE OF CONTENTS INSPIRATION TARGET CUSTOMERS MARKETING STRATEGY LOCATION ANALYSIS STORE ANALYSIS FLOORPLAN PRICE RANGE AND PRODUCT ASSORTMENT MAIN SPACE DRESSING ROOM STOCK ROOM
Every year the small luxury skii town of Gstaad, high in the Alps of Switzerland, hosts an art fair called Elevation 1049. I plan to use this as a key time for The Row to create their first pop-up shop. Since they have deep connections to the art world, and frequently exhibit fine art in their stores and on their Instagram it makes sense for the brand. This will tak place during the last week of Elevation 1049 from March 13th - 19th on the main high end shopping street Promenade.
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INSPIRATION
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The inspiration for the pop-up shop comes from a combination of The Row’s two brick and mortar stores and their Instagram feed. Since they feature so much art in their stores and on their Instagram, it makes sense for the shop to reflect that.
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TARGET CUSTOMERS
Linda 70 Retired Creative Director SoHo, New York $500,000 per year Enjoys going to art fairs, frequent buyer of The Row, iconic sense of style
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Olivia 31 Socialite, model, e-reality tv star, fashionista Brooklyn, New York/Paris, France $1,000,000 per year Frequently travels to chic destinations, friend of The Row owners the Olsen twins
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Elin 28 Currator of Elevation 1049 Gstaad, Switzerland $100,000 Enjoys fine art, high fashion, has not had the opportunity to shop The Row besides e-comm
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MARKETING STRATEGY
INSTALLATION
The marketing strategy is to stay in line with The Row’s current strategy of minimal marketing. There will be an installation in Gstaad with an advertisement, an Instagram post, and a GIF that can be used interchangably on their social media platforms. This will keep marketing to more of a word of mouth tactic which is very much how The Row handles their marketing. To do a big flashy marketing initiative would not be in line with the brand. Loyalists of the brand will spread the word about it as well due to the cult following the brand has formed. It will send a strong message to brand loyalists, and people new to the brand, that The Row cares about art and luxury which the shop will embody.
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Promenade 50 March 13-19
An installation with the text layed on the side of the hut in patina. 12
GIF
Pop-up shop in Gstaad, Switzerland
The Row
Promenade 50 Gstaad, Switzerland
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March 13-19
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LOCATION ANALYSIS
Gstaad is a high luxury ski town frequented by the wealthy and famous, making it an ideal spot for The Row to do a pop-up shop. The Promenade is their main shopping area, a less than mile stretch of road with high end shops like Louis Vuitton and local high end retailersw. During the art fair it will be bustling with art dealers and collectors, socialites, and wealthy buyers.
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STORE ANALYSIS The store will be something very one of a kind. It will contain fine art and furniture to reflect the brand. Instead of putting product on the floor, customers will lounge and scroll through an iPad with the designs for fall/winter 2017. When the customers have chosen the items they would like to try on a clerk will go to the back room to grab the products in their size and deliver them to the dressing room. When the customer has chosen their items for purchase, the clerk will ring them up on the iPad and package their purchases while the customer changes. This creates a high end luxury experience for the customer that reflects that of their brick and mortar stores.
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FLOORPLAN
PRICE RANGE AND PRODUCT ASSORTMENT Bags...
50
Blouses...
120
Dresses...
100
Footwear...
200
Jackets...
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75
Knitwear...
200
Oliver Peoples x The Row Sunglasses...
300
Skirts...
40
Trousers...
120 $350-$7,550
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MAIN SPACE
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DRESSING ROOM
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STOCK ROOM
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