Away with Albam by LouiseFelton

Contents - Intro & Aim - Why - The Big Idea - Albam Clothing - Consumer Profiles - Albam Stores - Soho - Spitalfields - Islington - Covent Garden - The Need for Offline Experiences - Case Studies - Rapha Cycle Club - Nike Fuel + - Away with Albam - Stage 1 - Hideaway with Albam - Runaway with Albam - Stage 2 - Getaway with Albam - Executions

- List of Citations - Appendix - Bibliography - Declaration

Intro & Aim

he market today is overcrowded and more competitive than ever. The economic climate and overload of information has resulted in brands fighting for long term success. It is important that brands pay close attention to the relationship they have with their consumers as they are the ones that hold their fate in their hands. If they fail to do so, their brands wonâ&#x20AC;&#x2122;t survive to see better days. Authenticity, trust, and loyalty are key traits that brands need to earn from the savvy consumer, to be able to secure a place for themselves in the future market. The objective of this report is offer a recommendation that will increase the time and interaction, between an existing independent-high street brand and their consumer. This is to ensure brand loyalty and longevity, and ongoing success within the competitive market.

Why

he traditional marketing methods and standard ways of communicating are not enough to ensure brand loyalty and success anymore. In today’s society, we are overloaded with media messages every day, that it has never been so important to make a memorable impression on your consumer. Numerous studies have suggested that on average, we see around 1,500 marketing messages a day. The amount of advertisement that we see compared to the amount we actually register is almost insignificant. This is because over time we have become adapted to filtering out unnecessary information that the brain believes we do not need. The need for advertising is still important, but its primary cause has changed. Instead of selling the product, adverts are more effective now when used for brand awareness and for promoting the lifestyle of the brand. The industry is forever changing again and there is a shift in power taking place where the consumer is now in control. Consumers are more savvy than ever, and don’t become susceptible to the manipulation and fakery that brands used to be able to feed so easily. Matt Watkinson, author of the book ‘Great Customer Experiences’ explains the how the arrival of user contributed content >>

>> online opened a whole surge of new information, made available by fellow consumers that weren’t there before. “… consumers were able to learn from the experiences of other customers and use this as the basis for a product choice, rather than going on the carefully crafted marketing messages of the corporation. No amount of marketing can compensate for an average one-star review on Amazon.” (Watkinson, 2012: 12). Bad customer experiences, poor products and unsatisfactory services were made known and had no were to hide. Therefore trust and honesty in a brand has become increasingly valued and important, and can be fatal to their reputation if not careful. Kevin Roberts, CEO of Satchi Satchi and author of the book ‘Lovemarks: The Future Beyond Brands’ (2005) advises to “Jealously guard your reputation. Built over a lifetime. Destroyed in an instant. Consumers today are ruthless if you let them down. So don’t.” (Roberts 2005: 61). This is having a direct effect on the type of relationship that occurs between a brand and its consumer. To keep their heads above water, brands have to invest in a meaningful relationship- they need to prove they are worth going back to. To do this, there needs to be >>

... >> an emotional attachment. Kevin Roberts is a big believer in building emotion into your brand and making it one that you fall in love with. In his book he also offers up other industry professionals, who share the same ideals. For example, Maurice Levy, Chairman of the Publis Groupe in Paris say’s “To get emotion back into business in this period when cost-cutting is king is very difficult. People making decisions are tense, under pressure, and rationality is reassuring. But emotions are more rewarding, both in the short and long-term.” ((M. Levy) Roberts 2005: 43) In the end, human beings are powered by emotion over reason. To be able to connect authentically is by no means easy as it takes a lot of time and investment, but will prove worth it in the long run. This means getting up close and personal. When the time spent with a brand is a positive one, it creates memories and sticks in the consumer’s mind, which will prove a more powerful tool than any marketing campaign.

The Big Idea

he big idea is to create memories and build long term relationships between the brand Albam Clothing and their consumer, to be able to succeed in the competitive market. By looking at the current interaction points between them and their consumer, we can identify the key areas in which to build experiences which will help create a relationship. By creating brand experiences, you can build a community and memories which results in long term brand loyalty.

Albam Clothing

lbam Clothing is an independent British Menswear brand founded by Alastair Rae and James Shaw back in 2006. They create original modern essentials; breaking each garment down to its key parts and building them back up with the best material for the job. The Albam studio is based in Nottingham, with their four retail stores in London. They have received recognition for their shops and collections by winning awards with Timeout (2008) and the Telegraph Newspaper (2011). Albam currently stock apparel, accessories, footwear, publications and home wear. They’re core beliefs are Simplicity, Honesty and Quality. Albam have the qualities that a brand needs to be able to succeed in the market, embedded in their core beliefs. This honest and personal relationship is already built up pretty well through their use of social media. By displaying insights into what happens behind the scenes in the studios, what they get up to in their spare time, and other personal touches, it make the brand approachable and relatable. In an anonymous online survey, Albam was highlighted as a brand that interacted well with their consumer because “... they’re always putting posts on their Facebook page that feel personal, as they talk to you like you’re a friend not just >>

>> a customer.” (anon, 2013. Appendix J) There is a sense of truth to what they communicate. This kind of communication has been carefully considered to ensure they create the right environment for their customers and the way they approach them. They want you to feel like you can come and talk to them, that there’s no pressure to buy something, to feel welcome enough to come in to a store just for a chat. For Albam, their business is not solely about being successful, but being successful by creating relationships. They need to carry on developing this to ensure they keep going in the right direction. The competitive market doesn’t allow for a time out, the moment you stop striving for success is the moment you stop achieving it.

Consumer Profiles

Albam Stores

he Albam stores in London all embody Albam, but alongside that have their own little individuality as a result of their particular location and vibe of the area, and consumer type. It is important to consider these aspects when thinking about how you can improve the time spent and interaction in store- it has to be both suiting to the particular location and fitting for the brand. Albam is the main residence for Mr Natty the Barber who sets up his travelling barbers in the stores, where you can make an appointment for some traditional English male grooming. This is just the kind of thing that makes a memorable store visit. It is fitting to both Albam and Mr. Natty and adds another dimension to each of their businesses. It brings to life another part of the Albam lifestyle.

Soho

he Soho store on Beak Street was the first to be opened in 2006, and saw the transition of the company go from mail order to retail. The store currently holds the full collection and other products from brands they consider close friends. This is the first retail home of Albam. It is situated in the lively area of Soho on one of the more humble streets around the corner from Carnaby Street. It sits beside the young coolness of Carnaby Street and has the more refined yet colourful coffee shops, bars and shops on the other side. The area is vibrant and social around the clock. The store sees Albam’s most loyal fanbase on a regular basis, as they have been building up the relationship and popularity the longest. These consist of well-heeled gentlemen, fashion editors and the regular guys who appreciate Albam’s no-nonsense style. There’s a fairly large number of competitors in the area as it is so close to Oxford Street, Carnaby Street and Covent Garden, so it is well built up with other retail shops. Some of the main ones include Weekend Offender, Folk, and Howies.

Spitalfields

he second store on Commercial Street has been open since 2009. Being housed under the famous Spitalfields Market, it has become part of the east end that boasts the most historic character and sense of community. An area that is well known for its eclectic and distinctive style, with a mixture of the trade that runs through the Spitalfields Market and the bars and food shacks across Brick Lane, it exhumes a sense of ownership and cool. The common customer type that was identified by store manager Dan Wallis, varies from the “city chaps” to the “younger east London creatives” (Wallis, 2013. Appendix B) There is no particular age demographic with Albam so they can see a wide variation come through the door of the Shoreditch store. Competitors in the area include, APC, Topman General Store, Folk and YMC.

Islington

pened in 2010, the Islington store brings Albam into another area demographic. Being situated on Upper Street, it is surrounded by endless food, coffee and home wear shops stretching from Highbury & Islington all the way along Upper Street through into Angel. This store has a very different vibe to the others due to the location. There are a lot more families and the pace is a lot slower compared to the other stores. People will spend their day strolling down to pick a few things from Waitrose, stop off for a light lunch with some friends, pop into a couple independent boutiques on the way to picking up the kids. Their income is a disposable and one that they enjoy spending on quality items on things that will improve their quality of life, home or wardrobe. In the store at Upper Street, Albam are currently offering their basement floor to Antikmodern- Mid Century Interiors. A friend of Jamesâ&#x20AC;&#x2122;s, they have also helped furnish the four stores across London. Having this furniture on sale further promotes the lifestyle of the brand such as Mr. Natty for Spitalfields. Both are fitting for their location and Albam consumer demographic. In the surrounding area and across Upper Street, competitors include Sefton, Toast and Diverse.

Covent Garden

he fourth and final store opened in 2011 on Monmouth Street, surrounded by a mixture of restaurants, retail shops and craft & creative shops in an area that is constantly being explored by all walks of life. The most unpredictable store of them all, every day differs from the next. As the more long term fans of Albam usually go down the road and visit the Beak Street strore, Monmouth Street usually welcomes tourists and the media creativeâ&#x20AC;&#x2122;s who pop in on their lunch break. It is still establishing its core consumer type, as itâ&#x20AC;&#x2122;s still relatively new and the existing Albam veteran are not yet aware or accustomed to the new store location yet. There is two floors again and the basement is surprisingly well lit and warming. The competitors include Wolsey and Cro Jack.

The Need for Offline Experiences

oday we can buy anything and everything online. It offers ease of access, is time efficient, and can have everything delivered to your door without even having to leave the house. However, Emma Clifford (a fashion and clothing Analyst), reports that even though the market of online fashion clothing and footwear is rising, “Consumers still prefer to shop in store”. What’s even more relevant for Albam is the fact that “men are more than twice as likely as women to never browse for clothing online.” (Academic, Mintel, 2012). This highlights the importance of store presence and brand interaction offline. Paco Underhill, author of ‘why we buy: the science of shopping’(2000) offers support for the need for offline by explaining that “We live in a tactile-deprived society… which is why merchandising can be more powerful than marketing, and why the internet, catalogues and home shopping on TV will compliment but never seriously challenge real live stores.” (Underhill. 2000: 158) shopping online will never be able to give you the same experience as shopping in store as it is flat and two dimensional. We as human beingsalthough love convenience- respond and are stimulated more when our senses are engaged in social situations. We need the tactile side of retail. There are things that can be done to help create a pleasant experience that will leave an impression far greater than that of the internet or catalogue shopping. >>

>> Since the industrial revolution, the way we shop and what is important to ensure sales has changed. It’s no longer just about the products, it’s no longer even about the service anymore, Joseph Pine, A writer and veteran consultant to entrepreneurs and executives alike, explains in a TED lecture ‘What Consumers Want’ (2009) that we are at a time in society where “we are shifting to an experience economy, where experiences are becoming the predominant economical offering.” (Pine, 2009). As we develop, so does what we consider valuable. Over the years since the industrial revolution, products and then services had become commoditised, making way for experiences to be the currency for a business in today’s cluttered market. An experience can be described as many various things, as it can come in many different shapes and forms, but ultimately when applying it to a brand, it is any point of interaction with the consumer that engages them. It can also be described in a more lateral way as something that engages the senses. For example, going to see Mr. Natty at one of Albam’s stores would be considered an experience. It’s what we build our relationships on. The only difference is that it is being applied in a business manner to create a more authentic and meaningful relationship between the brand and consumer.

Case Studies

Rapha Cycling Club

apha Cycling Club has been open in Soho for roughly eight months now, not to be confused for a shop but as the name states it’s more of a ‘club’. Even though it is London’s first retail space for Rapha (as only previously been available online), the retail is only one part of the equation. There is a cafe bar where Rapha Coffee and other light food and drink is available and one of the few iconic Rapha ‘Sweep Vans’ has also been set up that works as part office and part visual merchandise. The store manager, Rhys Jenkins, mentioned in an interview that there are two big screens where they show all the cycling events, and also host ‘film nights’ where they would be screening cycling related films for people to “just rock up, grab a beer and watch a film.” (Jenkins, 2013. Appendix L.) This is all in conjunction with the purpose of the cycling club being a meeting point for the organised rides that take place throughout the week. On Thursday’s you have the more local rides that cycle to Regent Park to do a few laps and back, and then you have the more long haul rides of 70-80 miles that take place on Saturday’s, and these ones go as far as Kent, Essex, or Surrey and back. All their rides and updates are being communicated through the website, and also through their own “Twitter feed that runs through the store as appose to Rapha’s marketing one.” (Jenkins, 2013. Appendix L) This way, people can choose what type of updates they would like to hear about through their choice of Twitter feed. This is important as Rapha has “established quite an international customer base” (Jenkins, 2013. Appendix L) on their website, so through social media they can filter this down to make sure they reach the desired target group of their consumer. This has all helped to assist the sense of community among Rapha and cyclists, as they are similar minded people being brought together by their passion for cycling.

Nike Fuel +

ike Fuel + at Boxpark is a an example- like Rapha- where the common ground is key for arranging ways to engage the consumer. Similar to Rapha, Nike has a ‘run club’ and has heavy roots in the activity. James Shaw, co-founder of Albam, is a keen runner himself and has become of aware that “...they’re doing some amazing stuff as they are on the top of their game...” (Shaw, 2013. Appendix A). With new specialist products being released they are receiving the thumbs up from consumers and industry alike. At Nike Fuel + at Boxpark they stock all the latest running related products and also hold organised runs from there too. These include 5k runs on Monday and the longer 5-10k runs on the Saturday where the Boxpark acts as a meeting point. Nike have taken it further than just the product, they have created an opportunity to bring their products to life, by creating an environment where you would use the product in context. This is creating an experience and shows how emotional connections with the brand are formed. Therefore giving meaning to the brand, and being remembered for the engagement that took place.

Away with Albam

o increase time and interaction with Albam they need to build up the interaction levels. They need to create appealing circumstances to get people in. The stores are the first main point of interaction with consumers (that isn’t virtual), and are the ones that have the opportunity to leave the biggest impact. For James at Albam, the concern is getting people to come into the store “...as when they are in our space, there is a high chance they will consume what we do...” (Shaw, 2013. Appendix A) So it is how we attract them to want to come in. They need to become a place that they feel like they can visit with ease, and for as long as they like-without feeling pressure to buy an item of clothing. This can be done by creating a hybrid space, introducing new dimensions to the store and brand as a whole. The big creative idea is to create a series of social amenities in store and beyond, that bring alive everything that Albam is. This concept is called ‘away with Albam’. Within this series there will be the hideaway with Albam, runaway with Albam and getaway with Albam. These will take the current in store interactions further to create ‘experiences’ and memories, and build up the sense of the Albam community. When designing the logo for the ‘away with Albam’ concept, the initial idea was to use the same font as the Albam logo. However after enquiring with Modern Designers (who handle their visual communications), it was discovered that it is not a font that would be available as it was custom designed at the time. I explored other options such as finding a good font match and tailoring one myself, however both these efforts proved unsuccessful in providing a good enough match for the brand. As an alternative I looked into what other branding they used that I could then adopt for a new logo. Century Schoolbook is a classic serif font that Albam for their body of writing. They use italic and underlined additions to differentiate between titles and the main body of writing. By having the logo feature both Century Schoolbook and the original Albam logo, it is identifiable as Albam’s branding.

Stage 1

Hideaway with Albam

hen looking at what there is that can be developed, the publications offer a great opportunity. They currently stock ten various publications in their stores and online, some of these include The Ride Journal, Made, Cereal and Fire & Knives, all of which carry the same ethos ideas as Albam. The stores are currently undergoing some changes and the layout and how everything is displayed is being reconsidered. In an interview with the Upper Street store manager Mark Andrews, he commented on this change and said “With the Albam newsstand continuing to develop, and consumers potentially having more to choose from, it would be nice to be able to facilitate them staying in store longer whilst browsing the magazines.” (McGowan 2013. Appendix F). This could be made applicable by carefully identifying zones in each store that could be transformed. In these spaces will be an area of seating and tables-both supplied by Antikmodern interiors- and the magazines Albam stock. It will aim to help transform the shop looking like strait forward retail to more like an Albam space. This designated space will be called ‘hideaway with Albam’. To help make the area come across as somewhere to come and stop off for a while, encourage people to take some time out in the Albam ‘hideaway’, refreshments could be made available >>

>> so it serves more like a cafe’. When Albam can’t do a job best themselves, they find the people who can. Fentimans collection of Botanically Brewed Beverages has been voted ‘Best Drinks Brand’ in the 2012-13 Best Brands survey of Fine Food Digest readers across the UK. The simple process of botanically brewing with herbs and plant roots has stood the test of time and the popular soft drinks business is still in the Fentimans family. Having the right kind of heritage and simply brewed products being made to winning standards, makes Fentimans a great option for Albam. Endorsing Fentimans soft drinks would expand the circle of friends in the business and help take another step further in creating a complete Albam experience in store. When asking for his opinion on this endorsement idea, Store Manager Mark replied “everyone loves a ginger beer with lime, no?...” (McGowan, 2013. Appendix F) It’s a well loved British product, that would sit well within the brand. This kind of development will make Albam accessible to those who may not have felt they could buy into the brand before. The aim is to bring great people together, “We’re not flogging you a product, it’s about saying ‘come and hang out’” (Shaw, 2013. Appendix A) and creating an environment where someone with a fiver in their back pocket can come in and be part of the Albam community.

Runaway with Albam

s James Shaw has such a passion for running, he’s interested in how this can be integrated into the brand more and more. They have designed track pants and sweaters, stock New Balance MR1400BG running shoes and have more interest in developing their own running kit than going into womenswear (See Appendix A). The active side of Albam is shared on social media and so consumers are already familiar with this trait of the brand. There has been interest in building up a running club before but had to be suspended due to an injury with an Albam team member. James participates in trail races and ultra marathon running alongside other kinds and says “there’s a real community there...”, and even though runners don’t really like clothes, “they do love performance, love stripping everything back, and actually, people who play sports are pretty concerned with how they look. They might not realise up close, but they damn well want the best trainers that they are running in.” (Shaw, 2013. Appendix A) it’s on this tangent that active people, athletes, runners etc can appreciate Albam as it’s a brand not concerned about trends, but well constructed, simple yet quality clothing.

runs that will take place from certain stores that will go around a planned route of various distances to suit all that want to join in from the beginner who just wants to get a little healthier but hates the idea of the gym, to the long distance expert who just wants to mix up socially. The two alternate distances of 3-5k and 5-10k will take place on alternate weeks to start to see what the turn out will be. There will be a blog set up alongside a selected type of social media to communicate, organise and share.

‘runaway with Albam’ will be set up to help engage this consumer type. Like Nike +, there will be organised

Stage 2

Getaway with Albam

he biggest ‘away’ instalment will be the ‘getaway with Albam’. This will be launched after the ‘hideaway’ and ‘runaway’, and combine of both these ideas and bring them together to create the ultimate ‘getaway’, combining the opportunity to relax and explore. It will be a retreat in the UK, where people can book a three day stay over a long weekend, where Albam will provide everything you would need from either themselves or their friends to help create the ultimate Albam experience. The ‘getaway’ will be a chance to get away from all the hustle and bustle of the working week, and enjoy the great British outdoors, and be around like minded people in a warm, social and friendly environment. Everything that is provided for the guests can be purchased in the in-house store, alongside the current Albam collections, or ordered for them to be delivered to their home for when they get back. The ‘getaway’ property will be a converted traditional barn/cabin style building, that has been updated to top standards but still hold all the character and charm that it once did. The outside will have black panels and slate roofing, surrounded by a gravel and stone driveway at the front and the green countryside stretching into the landscape at the back. The interiors will be light, rustic and warm, using white painted bricks, with various wooden beams and stone feature walls. The floor will be wooden floorboards >>

>> with oriental rugs. It will have 4 to 5 bedrooms all with ensuite bathrooms. There will also be furniture pieces provided by Antikmodern dotted around the getaway that will be available to purchase. The Albam ‘getaway’ will be located in Teesdale, County Durham. The local landscapes and attractions include Barnard Castle and the Bowes Museum, The Stang Forrest, Low Force and High Force waterfalls (of which High Force is England’s highest and most spectacular waterfalls) , and Cauldron Snout-taken in by the route of the Pennine Way long distance footpath. The area also boasts some of the most impressive hills, scenery and landscapes in the UK- perfect for some trail and ultra running activities. In an article highlighting new cultural tribes and trends, Veteran Ultra Runner Mimi Anderson says “Over the past few years Ultra running has grown enormously...running with someone you have never met before builds a bond that will never be broken.” (The Guardian, 2011. Online). It is a great time to build the ‘getaway’ as interest has never been so high, and offers a great way to build up a bond with Albam. The time there would be filled with scheduled trail and other runs over various distances and times to suit all, and for those who fancy a day off from >>

... >> running, there are also outlined routes for walks, sightseeing and cycling

made available around the surrounding countryside to make sure you’re always entertained and get the best out of what Teesdale can offer. You would have the track pant and sweat shirt provided, and would also have to opportunity to buy the New Balance MR1400BG running shoes in case you forgot to bring your own, or just fancy a brilliant new pair of running shoes. The ‘getaway’ with Albam will have a physiotherapist on site to help with any injuries or concerns to ensure a safe and comfortable trip. Alongside this will be the access to the ‘getaway sauna room’ to help sooth any sore muscles after a full day of activities.

...

longside all the activities will also be opportunities to sit back and relax. There will be a reading room where you can take some time out and enjoy a good read. Penguin books and Albam have collaborated in the past to create mini in store libraries, consisting of a carefully selected collection of books. The reading room will be an extension of this where bigger collections of penguin books will be available to sit down with and take a few hours out of the day reading in front of the cosy fire. They will also be all the publications Albam stock made available to flick through. Both the books and publications will be made available to purchase or order at the inhouse store. At breakfast and dinner times there will be food cooked for a set time, where everyone on the getaway can come and sit around big tables together and have conversations about their interest and share their experience of their stay. The menu’s will be written up on a chalk board wall in the cafe/dining area, where you can also sit down with a coffee and grab a light bite outside of the set meal times. On the last night Albam will host a dinner party where they will sit down with their guests and have final get together to look back and rejoice in their stay, with great food and drink before their departure the next day. >>

>> Upon leaving guests can also contribute to the ‘getaway book’, where they can leave a goodbye message, a comment about the trip or pictures about their stay, adding a personal touch and creating memories to remember. The ‘getaway with Albam’ will be a place of escapism, a chance to relax, to experience the wilderness and reconnect with nature, exercise, and test yourself physically (if you choose to). It will be an opportunity to share with friends (old and new) the good things in life like the great outdoors, and getting great people together to have amazing experiences, all in a friendly and warm environment, and with Albam.

Executions

he ‘away with Albam’ series will be communicated to Albam’s consumer in the same personal way that they do on their website, blog and social media. The first announcement of the first instalment of the away series- ‘hideaway’ and ‘runaway with albam’ will be online, in keeping with the exclusive online news updates that Albam choose to do. This will come in the form of an invitation to come down and see the new ‘hideaway’, and try out the ‘runaway’ for themselves. A few behind the scenes picture will be uploaded to build the anticipation of the launch. There will be special offers to entice people to come and try them out such as ‘20% voucher for Albam for the first 10 people to sign up and attend the first ‘runaway’ run’, and ‘if you come and try out our new ‘hideaway’ with a bottle of Fentimans Ginger Beer in the next two weeks, you will be entered into a prize draw to win the much sort after Ascent Jacket in the colour of your choice!’.

>> to a separate social network that will be set up just for that particular sub category. For example, the ‘runaway’ with Albam will have a Facebook group where people can get all the latest info, share pictures, running targets and achievements, share tips and advice and feel connected.

A simple tracker app will be devised with New Balance so that people can track their time and records to help encourage them to achieve their own personal goals with the ‘runaway’ club. Research Analyst Harry Segal, explains that by “partnering with fitness tracker apps and social networks, there is scope for brands to gamify the industry by offering customers digital achievement badges to display on their social networking profiles, thereby improving brand recognition and also encouraging repeat business.” (Academic.Mintel. com 2013). By creating a ‘runaway’ app that can be linked to the Facebook page, Albam will be maximising the interaction levels and therefore This promotion that will take place encouraging the build up of the Albam on Albam’s main website, will be community. available through a dedicated ‘away with Albam’ section (like they have for When it is time to start promoting each of their stores, studio and online) the ‘getaway with Albam’ it will be where all the latest updates and news announced online in the same fashion can be found in one place. There will as the others were before. Exclusive also be a dedicated link-through >> offers will be made available to the >>

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... >> Albam community offering them priority and a 15% percent discount to the limited spaces, as a way for Albam to say thanks for their commitment so far. There will also be a dedicated social media platform that will operate in a similar way to the ‘runaway’ Facebook group. Research Analyst Harry Segal also explains that “brands could make better use of social media channels to connect holidaymakers before a holiday, to group those with common interests or motivations together and allow holidaymakers to begin interacting and forging relationships before a holiday even begins.” (Academic. Mintel.com 2013) By having the online social community, Albam will again be building up the relationship and increasing brand loyalty.

>> bring together a feast of imagery and articles that look at destinations, food and interesting profiles and people. As part of their collaborative relationship, Albam will invite the Cereal team to come and have an exclusive stay at the ‘getaway’ where they will be joined by members of the Albam team, where they will experience all there is to offer. As a way to say thank you and repay the favour, the Cereal team will document their stay and it will become a feature in the next issue of the magazine. This will solidify the business relationship whilst offering a promotional opportunity for both Cereal and Albam.

Outside of the online promotion, there will be flyers instore near the cash desks and on display with the merchandise telling people about the ‘away with Albam’ series when they visit the store. These flyers will also be promoted by all of Albams friends in the local areas and the any that they are collaborating with within the series (Fentimans, Penguin books, New Balance etc). Albam have also just made a new business relationship with Cereal magazine and have plans for collaborative projects in the future. Based in Bristol, Cereal >>

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Conclusion

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Conclusion

he ‘away with Albam’ concept will ultimately bring people together in environments that are sociable and enjoyable, creating memorable experiences that will stand the test of dyer economic time. When times are hard we all cut out certain things to make sure we get by, we say goodbye to the unnecessary and keep the things that are meaningful and make us happy. Albam aims to improve the standard of living by promoting their set of beliefs to their consumer, not just from a business point of view, but because it’s what they really believe in. ‘away with Albam’ will see a new kind of brand/consumer interaction, where innovative use of retail space and experiences will nurture relationships and ensure long term brand loyalty.

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List of Citations

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Appendix

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Appendix A B C D E F G H I J K L M N O P

Albam Studio Visit/ Meeting with James Albam Spitalfields Store Visit Albam Islington Store Visit Albam Covent Garden Store Visit

Albam Soho Store Visit

Interview with Albam Upper Street Store Manger Competitor Analysis: Diverse Store Visit Competitor Analysis: Sefton Store Visit

Competitor Analysis: Toast Store Visit Case Study: Rapha Cycling Club Store Visit Case Study: Nike + at Boxpark Store Visit

Online Experience Survey Additional Store Visits Photo Diary

Consent Forms

Ethical Check List

Tutorial Record Sheets

143

Albam Studio Visit/ Meeting with James Shaw

Nottingham, 19 March 2013 I visited Albam’s studio in Nottingham to meet with co-founder James Shaw. The aim of the meeting was to identify an area of the brand that had potential. As I had previously done some work experience for them the previous year, I knew the brand pretty well and knew that I wanted to base this report around them. It was a an exciting brand to chose as not only did I personally like their core beliefs and the way they worked, but there was a real opportunity here as my project would be something that could potentially go live, or at least inspire and work towards something that may materialise. So I wanted to find out if there was any area of interest to James that I could use as inspiration for my project, as then it would become relevant for both me and Albam. Below is the transcript of our meeting that took place and photos will follow. Transcript with James Me: Is there any main aspects that are of interest to you or Albam, or that you have been curious to explore? Like expanding in products? Or maybe offering different services? Anything that I can go and brainstorm about, or create a concept for? J: Have you had any ideas? I’m guessing you would of thought about things... L: I liked what you did with the factories book... J: what did you like about that? Me: I like that you guys are quite open with what happens backstage, there’s a personal feel in the way you communicate with your consumers in general, the way to talk to them and approach them, it’s very natural and welcoming. J: ok so backstage...

L: yea I think it great for customers to see that kind of stuff, you get to know each other on a more personal level, and i think it suits your brand as well. So I was thinking a possibility would be to create a conceptual publication that could be the Story of Albam. So having something in print that shows the brand identity and story from start to finish and showing the story behind the products. So that’s an idea that I had, as I think it flows well growing off the vibe of your social media and it would be nice to have that kind of thing in print, well made that people could take away with them in a more permanent way. J: yea, um what have we called ours...um we’ve called ours Albam- a simple guide. Were doing alot of work on comms (John and I) were doing a lot of work n store communications and how we talk. So that would be a print piece... L: it’s a possibility, as for my research project I focused a lot on brand experience, looking at the senses, and exploring what other things a brand could be, for example, what would a brand be if it was a smell? Is they incorporated taste, touch etc and looking and then looking at how that could develop into creating events and how brands are trying more so to interact with their consumers in different ways. J: one area that we’ve thought of- or certainly I haveis stores...their reason for being is changing...as you can buy everything online these days, so their reason for being is changing. So we have these stores and you’ve gotta get –as we’re a business- you need to get people in. But if you can by everything online, then you don’t need to come in, so at communicating how to get people in. Not necessarily to buy products, and there is something else...as when they are in our space there is a high chance they will consume what we do, but whether that’s a magazine, or a print piece that they take away. I feel like everything online is really easy to do, online communications it’s not strait forward but it’s the thing- all these people have stores and you can’t put everything online otherwise people would never go anywhere. 144

...

L: So looking at how to get people to come into the stores more... J: yea, because if you go into an apple store, and its full. Even at the genius bar, it’s full, people just go and hang out. yet you can buy a Mac book online, but can never get an appointment. So there is something about retail and apple computers are online as well. And looking at how that transfers to what we do, there’s a set of beliefs on that wall over there, and making the stores- it is an experience- but you could do furniture and magazines and so forth L: yea there’s always room to do more, you always want to try be one step ahead. J: you just have to go in. L: it’s more than clothes J: yea it is more than clothes. It’s how people go in, how you communicate to people to go in, and by that i don’t mean by putting a sign outside saying go in. Were changing how our stores are-me and john- and how they look and how they run. We want to be able to give the same message, whether it’s to PR, whether it’s the same message to the store, whatever it may be. As what we’ve had in the past, we will have a message –as we’re quite small- you got the PR, customers and the shop team and the Albam team here. So with social media its great as its so immediate. So it will hit customers first, Pr team might get missed out all together, and the Albam team who should know everything about what we do find out last-after the customer. So our aim is to have it so it hits PR first so six months ahead, then the Albam team a month before anything goes ahead, and then by the time that magazine is coming out that same message is a week before it hits the customer. So you want people to go into your space, as once they are in your space they can smell or they can hear the music your into and they can be like “oh i like that” and enjoy being in the environment of it. So it is an environment as you want

to come to our stores instead of Selfridges because you don’t want manic or full or kids going nuts or something. You could go into WHSmiths to buy a magazine but you enjoy the experience of coming to us, to buy that same magazine because... L: it’s a lifestyle really isn’t it, you’re buying into the brand but you’re living through tem at the same time. J: and as a business that has to grow, and be sustainable so you need to attract more people. and online you can only get to those people who’s computers are on. L: would you consider something on the lines of in store events? Nothing too elaborate but something quite intimate, going along with what would be fitting for Albam, say for example movie nights? J: yea, yea we’ve done that and showed some slide shows and you know it’s nothing new it’s how you put it together. It’s how it all goes together to make it Albam, you know how would it look, every word, everything. So you wouldn’t use an IKEA shelf there as it doesn’t say the right thing for us. And its not about spending lots of money it’s just about doing it our way. L: yea it’s got to set the right tone, as everything speaks Albam, when you go into the store. J: yea and then how does the store change once you go into it, as what do you do in that store. What we do isn’t selling clothes, I mean we obviously sell clothes to make money but if we take out all the clothes...as it could come to the point where people don’t want to buy our clothes but they want to consume Albam L: so you want to engage consumers in way that is more than just buying a product? You want to engage them in the lifestyle rather than just product as that may come with the territory in the long run, but what you want to do is gain brand loyalty? Is that right? >>

145

J: yes you want people to come back. You want to attract new people, and be able to engage them in a really simple set of beliefs where they go “do you know what that’s really good”. Were into loads of stuffrunning or skateboarding or whatever it may be... L: cycling, travelling.. J: yea yea were into lots of things and everyone is different, and that’s what makes Albam quite fun, were not part of the east London scene... L: That’s why I was quite intrigued by it, there’s a lot to play around with outside of the product where you can have a look and say “oh that’s quite interesting” and it’s all connected underneath. J: yea and I run a lot, not race, but were developing a running kit... L: yea I seen the track pant and jumper set J: yea to make anything credible you need to connect it to the people who make it credible so. Running is, you need to connect with people who do running not kids who want to wear trainers. So like Nike, Nike sponsor everyone... L: there’s not much exclusivity J: but they’re doing some amazing stuff as they are on the top of their game. So how do we get into that? Everything we’ve done is been through grass roots and behind the scenes is people just having a go and building something up. We should have like a little van that goes to these trail races. I do like ultras so it’s anything over a marathon distance, and there’s a real community there, so we should be going there in these little camper vans that go there and sell Albam and coffee and after the race you can come and buy a sweatshirt or something. L: this is something i’m really interested in bringing

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to life through this project. J: and this is something I really believe in, because then your engaging people, you’re not just selling, you know just come over and have a chat because we’re really nice people. We’re not flogging you a product, it’s about saying ‘come and hang out’. We’ve also had an idea where you close your eyes and think what would Albam be –obviously I like running and being in the mountains- so you have these little holiday homes, little cabins that pop up... L: that’s the exact sort of thing I was thinking about say what would Albam be if it was a journey, a weekend trip away in the countryside, there could be lots of activities you could do, get really stuck in, go running, rock climbing all sorts of things.. J: and we could provide all the clothes so like Albam dressing gowns, and we’ll provide skin care made by our friends at Honest, so you provide everything. When I close my eyes it’s how you want to live, where everything is really good and you can provide these little weekends away where people can say ‘oo this is really good’ and then you can buy it at the end if you wanted to. L: and after the day’s activities you can end up around a nice fire in the evening J: yea yea and then you build little cabins because we make furniture, I mean there’s loads of stuff...what would be really interesting...how you take the stores from retail stores to then communicate everything about what we do in the store. L: I was thinking about merging different things in a store and creating a hybrid of some sort, as im going down to London I will visit all your stores and have a look at the space and the areas and so on and seeing if there would be space in one or more to create a space for something just like a coffee bar, and you can have a seating area where people could come in for a little drink and read the magazines that you stock, maybe >>

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stock a few beers or coffee...

research and see what i can find out.

J: yea we’ve spoken about this, if you’re going to do coffee- without being too technical- it needs to be really good, because we are next to some of the best coffee shops in London.

J: So it’s using the spaces-coffee is really good- but it’s a little bit obvious...it’s like when people say ‘oh are you going to do women’s wear?’ We’d prefer to do a running kit, you know explore all the menswear angles, then do children’s wear, because everyone does women’s wear and menswear you know. So taking the stores into an area where... they stop being about strait retail- it does get a bit boring- when all stores look the same. Lots of people have been inspired by our look so then you end up with all these stores next to each other all looking the same, all selling a wax coat etc. But for us it’s what we do, everything is ground based...

L: which store is that? J: the Covent Garden store on Monmouth Street, has Monmouth coffee. The Beak Street store in Soho has Fernando’s and Wells just down the road, very similar to us, similar aesthetic... L: so maybe it would be down the road of refreshments? J: yea i think it could work, I mean were talking about opening a cafe this year but we have the same problem of how to get people to come in, if they only have a fiver, that won’t buy a shirt, but it would buy a coffee and cake. L: and then they’re still buying into the lifestyle J: yea and how that would work. We also talked aboutwe have this concept called the Beak Street tablewhich is our first store in Soho, and having dinner parties in store, we could fit around 12 people maybe, serving really good food, really simple pasta, great red wine. And we would invite some of our customers, invite a few from press along, and some stylists. L: like a meet and greet Albam night? J: yea more just having nice people get together, done in our way. The way it started was a way for Alistair and I to say thank you to the press for supporting us over the last five years, but then it became something that could be amazing, like ‘oh I’m going to this clothes shop that are doing food but you know..’ L: I think there would be a lot of interest in that sort of thing, it’s just a case of getting the word out there and communicating people in, which I can go and do some

L: It’s at least not the worst thing when you’re the ones who are leading by example rather than the other way round J: yea it’s a great thing. Well we’re really small, and then you need to really get it out there that cemented is this is what we’ve always done, grass roots level, all the way up. You know we believe in hard work, quality, simplicity and all that stuff, and getting that out to the customers and saying you know...this is what we are about. L: You were saying about your communications with John, is there anything that is happening at the moment in the stores that I will be able to see when I go to visit? J: yep were starting our first store...oh gosh next week.. urrm come over here and i’ll show you (wals past a wall with their core beliefs) these will go up in every store, (walks to a board of store plans and points out to the stores as he explains) these are the mock ups of how are looking at our layouts. Urmm so here is Soho we will be starting that next week, Islington after. There is two stages to this plan, the cash desks will become newsstands with all our publications on so it brings every part of our store to life. So all these walls will be in the stores- none of it is ground breaking but it starts to change..it will be a big difference for us. T-shirt >>

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zones, everything front facing. So they will go in as of next week, and the windows are changing, they’re all going to be frosted out so you can’t see.. L: so you want people to have to go inside to see what its about... J: yea and there will be spot-lit garments on show but on selected window panel, so that window and that window you can’t see, then that window you will have our denim, so it starts to tell the story from the outside instead of the customer just having to some in to see it...(further discuss placement of products on walls)... and all of our stores will have the furniture systems that we make..just changing configuration as well so all front facing. L: ok J: were also changing our website, using icons instead of words...so..and that will change for everything with the exception of product decriptions, so we can have one website where if your French you can understand it, Japanese whatever it is you can know what it is and can see it straight away. So if a customer can’t get hold of a member of the team member, there will be these icons that can direct them. L: and this is so things will be more sectioned off? J: yea there will be zones and navigation will be very clear. If you came in the building there are these black disks running up the stairs L: yea I saw the one on the door... J: the mercer logo and so on, and these icons can direct you to the website or the store. L: so it’s all part of the communication J: yea. And I’m not sure if you ever saw this but there is an internal blog where we-a company- used a

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thousand words to say something that we should only need to use one. S if you see here we are also starting to use colour coding for each store so Islington will become blue, so the staff from that store can instantly recognise any news about their store. So very visual, very clear. When you look at all the best brands, they are all incredibly precise with what they say. Apple... L: yep. It’s one word and that’s it. J: Its really stripped back, there’s no manual it’s just... click. it’s so intuitive. So if we can apply that principle to our clothes we can get somewhere. Because you’ve not got long to engage with someone, and that’s our team so you’ve gotta engage with them super quickbecause they have to come into work everyday, they’re not shopping- so that they get it, whatever it may. So communicating...the simplest way, is usually the best way. L: ok so all this has been helpful really good, I was wondering out of all those little things you’ve mentioned, which ones you haven’t had the time to explore... J: i would like to- keeping it relevant- because budget is a consideration, sadly- how you take Albam from here and then to there (draws on paper over notes) and then how you make that work. Because we have our stores where people can buy clothes- who might also run as well- so it’s getting runners coming into our stores, because runners don’t really like clothes, but they do love performance, love stripping everything back, and actually people who play sports are pretty concerned with how they look. They might not realise up close, but they damn well want the best trainers that they are running in. Then you can engage with them on that level, be it a van- like Rapha... L: they’re at cycling events selling coffee... J: but it’s not what they do, they make the best cycling gear, really super slick, but it’s exactly the same with the best cup of coffee.

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L: do you want to look into brewing your own coffee? Is that something that you want to do? J: for us...we would get the best coffee maker to set it up... L: and then you would endorse it... J: yep because if you go ‘ah we’re brewing coffee’ and people will ask ‘what experience have you got’? And if we can’t do it then we will find the nest person who can. And still holds up what we do. It’s like why haven’t we made running shoes, and it’s because New Balance make them a lot better. Then us selling those running shoes, and having their endorsed athletes come in and do a little presentation and we do an Albam running club, and all of a sudden people will be like ‘ahh yea.. Albam can do it’ because Albam are not telling you what shoes to buy, New Balance is, as they are in a running club. And that works for me. L: yea, I totally understand. Ok well that’s all great I think i’ve got more than enough to go away and think about and ideas to explore. Thanks for meeting with me J: no problem and let’s see where this goes

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Albam Spitalfields Store Visit

London, 27th March 2013 I visited Albam’s store in Spitalfields on Commercial Street, interviewed the sales assistant Dan, and took pictures of the store. I analysed the store’s layout, looked at the use of space, visual merchandising, and any other characteristics the store had. I also looked around the area at other stores, competitors and the general vibe of the area. Transcript with Dan L: So what kind of customers do you get in this store that is particular to the Spitalfields area? D: ahh.. Well you’ve got the city just down the road, so we get the city chaps, and then we also get the younger east London creative’s, that sort of thing. Its quite unique as

D: there was mail order and head office downstairs but thats now moved to Nottingham. L: what is downstairs now? D: its the stock room now L: is it the same size as the ground floor? D: yea its about the same dimensions L: Is there any space that’s not being used down there? Like if you would consider using that space for something else, would this be possible? D: nahh not really L: is it just the stock room down there?

L: is it quite fast paced in this store?

D: yea there’s also some storage space and a staff kitchen down there.

D: its generally quite busy compared to the other stores like Beak Street, yea its always kinda busy.

L: Ok well I think that is all I need so thank you very much

L: would you say that people spend a lot of time in store or is it more in and out with a quick purchase?

D: thats alright your welcome

D: its pretty much in and out. Weekends are a lot morebrowsier though. L: who would you say are the main competitor in this area? D: urm there’s a few similar stores in the area I guess, YMC, Folk Ii guess, errrm who else is round here, APC as well, these sort of places cater to a similar market to us. L: have you guys got another space here or is it just this floor? Didn’t you guys used ot have the studio here before?

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Albam Islington Store Visit

London, 26th March 2013 I visited Albam’s Islington store on Upper Street and spoke to the team working there. I spoke to them about various subjects including the area, the consumer type typical of Upper Street, the stores space, stocking Antikmodern Interior Furniture’s and Albam as a brand. Afte the interview I also took pictures of the store and left with email addresses in case any follow up was required. Transcript with Naji & Verity L: Just to let you know, this is going only in my report and it won’t be anywhere in any public domains or anything. I just have to say that.

N: Yeah we didn’t really- we did use it and just before he came we had stuff down there but it wasn’t- we don’t really have enough stock to have down here and there so L: It’s a good amount of space though. N: Yeah. Downstairs, I think will want to try and carry on doing other stuff as well as it is a really nice space down there. Don’t know what yet L: It’s lighter than you thought it would be, when I went down there. N: Yeah definitely. I don’t think it’s too pokey or too stuffy or anything, it’s quite-

N: Yeah that’s fine

V: Comfortable space

L: Is it alright if I just get your name?

N: Yeah, yeah definitely

N: Yeah it’s Naji

L: Ahh you’ve got the quilts up, I’ve only seen them online

L: Nice to meet you and? V: Verity

N: Yeah we’ve got all those and then there was another version of that. People love that

L: Nice to meet you, I’m Louise. I know you guys have got the furniture downstairs. How long have you guys had that for?

V: Yeah

N: Since January, mid January

N: The quilt? No, not yet.

L: And is it someone else who comes in to organise that?

L: Do people just like to look at it?

N: Yeah. Jason. He’s like a friend of James and Alastair’s. He owns Antikmodern. V: He always furnishes the shops with bits and bobs since he started a few years ago. This is the first time he’s had everything in one place. We just had a bit of vacant space so-

L: Have you had a lot of sales of those?

N: like to look at it, maybe cop a feel but no. It’s no one’s choice V: They love the story of it as well N: Yeah they love the story. To be honest, stuff like that and this stuff, and homewear, is probably one of the best shops to have it at if it’s gonna sell.

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L: Down Upper Street.

V: We have a few more regulars here

N: Yeah down Upper Street. Around here, the people will definitely- it’s more likely people are gonna pick that as a gift or whatever.

L: Because it seems like the sort of place that if they live here or if they don’t, they’d pass by here? A lot of people just hang about; there are a lot of cafes, a lot of places to stop off. Do you think this could potentially be somewhere where people spend more time rather than just a retail space?

L: I just wanted to ask a couple of questions. Who would you say are your main competitors? Either in the area or as a whole way round brand? N: Up and down here, I’d say the Kite. To be honest, a lot of the shops, the menswear shops up and down this street, they’re not really that similar. The kind of guy who shops in them will take pieces from each place. Same guy who goes to Sefton; I’d say that’s the closest competitor just because they do a lot of outdoory stuff as well and do a lot of similar things, from a couple of rounds that I’ve seen that I’ve though look a little bitand the same kind of style V: I think younger N: A little bit younger. More street I guess. Diverse isn’t really- that’s the other main menswear thing, I’d say on the street but it’s more - Paul Smith, Folk L: Slightly more fashion than function.

N: Definitely V: Think so N: Me and Mark and Alastair were talking about, again, about ideas for what we were going to have downstairs. That shop next door; they’re going to turn it into a coffee shop as well, the salvation army one that’s shut and Alastair was saying that to possibly have something at the front and a till point would have been where the barista was and there’d be a till at the back and he said, now we’ve got the news stand with the publications and the other things like that- Definitely something that’d work. On a Saturday and Sunday likeV: It’s quite family as well. People just have buggies and they’re like hanging out, getting a few pastries and spending the day like

N: Yeah more fashion than function. It’s quite current. The season in a lot of their menswear changes, brands that are like of the time and then they’ll move on to something different. And then you’ve got like Nigel Hall up there as well and a couple of others but I’d say Sefton and Diverse are the main two.

N: They’re never in a rush are they?

L: The main ones for this store?

N: People just browse so leisurely around here. You don’t get the business guy, who’s just here on his lunch or anything like that. These people take time, even just to chat

N: Yeah definitely. In general, I don’t know, I think the commercial street style must be quite different as there’s so much around like. Contaband (?) who are similar. People who live around here know what they’re after, they’re slightly older and have been here quite a while.

V: No. That’s what’s so completely different to Central London L: It’s quite slow-paced around here.

V: They would sit down as well, properly sit down. Dogs come in here quite a lot as well so it’s totally different to the other Central London stores. >>

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N: Yeah I think it’s something that could definitely work. People like, especially in summer as well, there’s a lot of places that have the outside areas . It’s very light, the shop, compared to some other places. L: Yeah it is. It’s a nice space. N: But, yeah, I think it could definitely work. I mean,L: Do think with having things like maybe coffee being available is something that is done too much on this road? It’s got too many competitors? V: Yeah maybe N: I think if we’re going to do it, it maybe should be with a coffee brand or a cafe or something that is known so it has a little bit of a following already. Just because really, people up here are they like the names as well and even if it’s just standard coffee, they will L: You think if there’s good coffee, people will follow? People who like coffee know their coffee, don’t they. N: Yeah exactly yeah V: There’s always like a huge queue outside Ottolenghi L: Is there? V: And that kind of spreads here. People would probably be coming in here if we sold coffee as well N: Yeah V: I mean there’s loads of other stuff you can, like smoothies and health stuff. Maybe if there’s more of a running thing, like James is in to, the outdoorsy stuff. Some sort of health food niche L: Granola bars. V: Yeah, I don’t know like organic-

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N: I know what you mean V: Super berry shake sort of thing L: It’s definitely something that I’ve been thinking about because talking to him about the things that he’s always talked about buying the stores as well and seeing maybe what we could do to get people who just want to come into the store to spend more time .Get the people in and just make them feel welcome and comfortable and stay and have it more as an area of social aspect. I think I’d have to be different for every store though as they’ve all got different areas and they’ve all got differentV: Energy. If people are coming up slowly, especially if it’s there, they’re kind of prepared to wait as well, a lot of people are just chilling outside, in a cube and the restaurants so people are righting the day off to chill out, have a meal and they’re not going shopping as such N: That’s it, yeah V: They’re coming and it’s more like leisure time, rather than trying to shop like on commercial streets. L: Lot more hustle bustle N: And like really up here nowhere does that kind of thing that has the monopoly. Like Ottolenghi is always busy but you’ve got Euphoria, there’s another french one down there, there’s an italian place round the corner, there’s a couple of places where people just go to read or have a coffee or a drinkwhatever. Nowhere has got it stitched up so if we were to do something in here, I don’t think it will be hard getting the flow of people in or anything like that. L: People will see it through the window and be like ooh! V: See I think it should be a kind of traditional Britishy thing. That’s Japanese isn’t it? I know they do all kinds of world food

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N: Mediterranean

V: We’ve got that Spanish place, French, and there’s nowhere that does lemonade and stuff.

N: Yeah we talk to them and we find out what’s going on and people always offer if there’s something going on. I think they like the idea of having something in collaboration with Albam or that

N: Yeah like Fenteman’s and stuff

L: Give a helping hand and obviously vice versa then?

L: I was thinking Fentemans and having ginger beer would be quite fitting. Have a nice fridge in the corner.

N: Yeah and luckily it’s often shops and products that work really well with the brand. It doesn’t look out of place or it doesn’t have a massive Pepsi logo in the corner or anything. It’s nice, it’s quite complimentary I think

V: Actually there’s nowhere like that around here N: I think because it’s so cold; we’re always thinking in winter terms but as soon as it gets warm, well if it does get nice, in the summer people are really gonna want stuff like that

L: Okay. That’s all really helpful thanks guys

V: I remember even at Monmouth Street, they do a lot of pop-up stuff, not that’s part of Albam but I think they do Viva Tree gins (?) and it just attracted so many people. Because it was outside out shop, so many people thought it was us doing it and it was an amazing way to attract business, having these free shots outside but it was a tasteful company like lemonades and gin and tonics; it was quite British. We were just getting all these people in but Monmouth Street is pretty good for that. There are a few more external things, like pop-up shops. Sip Smiths are nice as we did Sip Smiths when it’s like a London style; tonics and stuff. It’s that kind of branding L: I think it would need to be very carefully thought about and incorporate the same sort of things that Albam does; it’s all very specific. N: But it’s a good brand to find other companies that are well matched. Like Aesop, around the corner, that’s a continuous thing, if we’ve got an event on, they’d come round and it just works really well L: So you’ve got a good relationship with the other people around here?

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Albam Covent Garden Store Visit

London, 27th March 2013 I visited Albam’s newest store in Covent Garden on Monmouth Street, and again asked about the consumer type, the area, and competitors that are particular to that store. I wanted to keep my questions the same for all of Albam stores, so I could know the different characteristics of each to be able to make sure any concept idea would not only be fitting for Albam, but for that particular store to ensure maximum success. Transcript with Ohsari & Rachel L: Is it alright if I just ask for your names? R: Rachel O: Ohsari L: Nice to meet you. I’m Louise. So, the space downstairs, have you guys used it for anything else yet? Or has it just been a retail space so far? O: It’s been a retail space since we opened.

compared to other stores just because we’ve got the one off buyers that come back once a year, once in 2 years and they’re like ‘Hey two years ago, I bought this really nice jacket!’ L: Is it quite fast-paced here? Or is it quite slow? I know it’s in central so you’d expect it to be busy but it’s sort of in the back streets of Covent Garden O: Quite slow. I think it’s like most unpredictable stores because we don’t have regulars but on SaturdaysL: Is it also because it’s quite touristy? O: Yeah, I mean, I’d say Saturday is pretty good for us. Saturdays and Sundays, it gets quite busy. But because the people who live around here, they’ll come on their lunch break or come after work so we’ll tend to get busy around lunchtime andL: Do they normally spend quite a while in the store or are they normally in quite a rush, do you think? Does it just differ all the time?

L: How long has this one been open for?

O: Yeah probably just different everytime L: This is really helpful by the way!

R: A year and 4 5 months

O: Thank you

L: Okay. You know how you have 4 different stores. What’s the difference with this store with the area that it’s in? What kind of people do you get coming in here?

L: Also do you think there’s any who you would consider to be your competitors in the area? If you have any?

O: I suppose we get a lot of tourists around here. But as well we get the local, media, creative people, we have loads of good production companies around here. We’ve only been around for a year and 5 months so we don’t have that many regulars. Our regulars tend to go to Soho on Beak Street but we’re pretty close only 10 minutes walk. Recently, I’d say we tend to make the one-off sales with tourists. Some people just come and spend £500. Our day to day is quite unpredictable

O: Next door and Private White, just down Monmouth Street and... where else is there? There’s an Opening Ceremony now in Covent Garden, Folk. I suppose, Lambs Conduit Street where they’ve got a whole little street of menswear. All the shops around there. L: Okay. Thank you!

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Albam Soho Store Visit

London, 27th March 2013 I visited Albams Soho store on Beak Street, and conducted an interview with the store manager Ben, and discussed Albam, the Store, the area, the consumer and possible opportunities for Albam and my project. Afterwards I took pictures of the store, looking at the layout, the space, and the Albam details. Unfortunately, the recording of the interview went missing and couldnâ&#x20AC;&#x2122;t be found. An email was sent to try and gain the same information but was not successful.

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Interview with Albam Upper Street Store Manager

Online, 16th May 2013 Email interview with Mark McGowan, Store Manager of Albam Islington. After speaking with Mark on the phone and explaining my project, he agreed for me to send him through a couple questions. L: Is there any plans for the space that was being used for Antikmodern? Is there any plans to replace it with anything else as far as you know? M: As far as I know, there is something planned for August/September time. AntikModern has continued to do quite well so we have extended Jason’s stay. However we’re always trying to think of something new and any ideas are welcome! L: Do you think introducing a seating area with the publications to read and refreshments available could help engage current and new consumers? M: I think this is a good idea. With the Albam news stand continuing to develop, and consumers potentially having more to choose from, it would be nice to be able to facilitate them staying in store longer whilst browsing the magazines. The space itself would not be difficult to organize/set up and it would offer the store a fresh dynamic. L: What do you think about the idea of Albam endorsing and stocking Fentimans? M: Everyone loves a ginger beer with lime, no? L: What’s your personal favourite... - meal? M: I like food, so it’s hard to choose. Sometimes you can’t beat a good curry.

- film or thing to watch? M: TV series like The Sopranos, The Wire, Game of Thrones, Breaking Bad. I like to try and watch a series over the course of a week or 2. I also probably watch too much sports. - past time? M: Cycling/Football - thing to read? M: I do most of my reading online. Usually any website/ blog to do with music/fashion/cycling/culture/sports - Albam piece? M: Probably Ascent Jacket in Canary Yellow. I really want one, but so far haven’t managed to save the pennies! L: What are your other interests outside of Albam? M: I’m new to London, so on my days off I like to explore as much as I can. That usually involves cycling. I just want to find as many new things and meet as many new people as possible. There’s something new to do every day. L: Have you been/ or go on any activity trips or countryside retreats in the UK? if so, where? and what was it like? M: I’ve just moved to London from Edinburgh, so I used to visit the Scottish Highlands quite a bit. They weren’t activity trips as such, but I just liked getting away from the city for a bit. I love it up there. L: If Albam was a holiday, how would you picture it? M: Tranquil, calm, vast. Print full name: Mark McGowan Age: 26 Occupation: Store Manager, Albam Islington.

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Competitor Analysis: Diverse Store Interview London, 26th March 2013 I went to visit Diverse on Upper Street as it was one of Albams competitors in the area for their Islington store and asked conducted an interview with the stores sales Assistant, then took some photo’s of the store. Transcript with Chris from Diverse Louise: If I could just start with what your name is and what is your position here in the store? Chris: Chris and I’m a shop assistant. There’s just me and another guy that does the menswear and Alex, our manager. L: How long has Diverse been open for? C: The menswear has been open for about 12-15 years L: Has the womenswear been open longer? C: Yeah, it was our 25th anniversary back in October, and we moved up to this upstairs here, like 3 years ago. We used to have a shop just down the road where Albam is. but then decided to put it all into one. Mainly our customers round here are a sort of mid to late age range. L: What you describe as your customer’s age/tastes? C: Age/taste? I mean, it really does vary. We get all sorts of different types of people coming in but I’d say on the whole, it’s sort of between thirty to forty five year old men. Sort of people about that Paul Smith, who wanted just a nice shirt, a pair of chinos. Obviously this season we’ve gone more bright colours so they’ve gone down that sort of younger route. But on the whole, it’s normally about thirty five to forty five year olds.

L: Your customers, do they go after things like fashion or do they go after things like functionality? C: Functionality, I’d say. Seventy five percent would go after functionality; obviously twenty five percent have just come in wanting something like nice fashion items and stuff like that. It’ll normally be a person coming in and saying I’ve ripped a pair of jeans really on the whole. But that does vary, obviously with the stuff we’ve got at the moment, it’s attracted a little bit of more of a younger crowd. L: What brands do you have here? C: We do Paul Smith, is probably the main big one. We haven’t got any in at the moment but A.P.C has been the other big one. And we’ve got Universal Works, Henchman, which is a new Brazilian brand. That’s that one there. We’ve got Levi’s, made and crafted and Folks the other big one; we’ve been doing that one quite a few years. Shoes wise; we do a brand called Hudson, Paul Smith shoes, and we’ve doing WMC this season. Clothing and those shoes down there as well. Obviously we’ve got socks like and stuff like that as well and they’re normally done by Paul Smith, Folk and Vasior which is a Brazillian brand, they do a lot of stuff. L: Who would you say are your main competitors? C: There’s quite a few on this road, we’ve got Sefton at the top of this hill, Albam and there’s Calibre, which has just opened up the road and Nigel Four (?), I’d say they’re our main competitors. Obviously you’ve got H&M and Gap up there, I suppose they’re on a different sort of. L: Do you take any directions about how to do your VM? C: When you say VM..? L: Visual merchandising. Do the staff do it or do you get directions of how to do it? >>

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C: You know what me and Alex just do it outselves, sort of thing

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L: Is Diverse an independent store? C: Yes it is. It’s just Diverse that’s an independent store. We get like little tips. I mean, I only work here two or three days a week, I work for a record label shop; this is like my part time job but yeah we get help from the girls downstairs. Me and Alex just sort of do it off our own back. I have had little bits of advice but I haven’t had like lectures or any of that. L: That’s pretty much it. That’s the main things I need really so thank you very much.

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Competitor Analysis: Sefton Store Visit

London, 26th March 2013 I went to visit Sefton On Upper Street as it was another one of Albamâ&#x20AC;&#x2122;s main competitors. I interviewed the shop Assistant who was alos the buyer for the Independent shop, but unfortunately this recording went missing along with Albamâ&#x20AC;&#x2122;s Soho Store. They stock various brands at a mid- to high price range, of a mix of thier own label and stocking other brands such as A.P.C., Marc Jacobs, Nike, and various others. They consider Albam thier main competitor, however differ from them as they are more fashion/trend lead where as Albam is more function. To follow is pivtures of the store and scanned in parts of thier lookbook.

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Competitor Analysis: Toast Store Visit

London, 26th March 2013 I visited Toast on Upper Street as it was again, one of Albam’s competitors and so went investigating to interview the staff, take pictures, look at their lookbook and any other aspects that stood out. Transcript with Toast: Louise: For the record, am I alright to get your names? James: Y’alright, I’m James L: And your positions here? J: Managers. Janine and James. L: And how long has the store been here for? Jn: 4 years L: And would you say it’s a sole trader? J: Yeah, we are. L: And who would you say your main competitors are? J: Jigsaw menswear probably, French Connection possibly, Jn: Diverse J: Yeah Diverse maybe, across the road. I don’t know if there’s anyone else; Reece (?) possibly. I’d say that’s about it really. L:How would you describe your customers and your consumers? J: Quite organic, quite into healthy living, wouldn’t you say. Quite into their beliefs.

Jn: We get quite a lot of art or architect students, yeah so quite a range J: Media-based, health conscious, kind of people I’d say. L: And would you say they had quite disposable incomes? J: A lot of them are married; we have quite a few married couples coming in. Like she’ll shop and he’ll shop; they kind of shop together so I’d say quite a lot of family people. L: That’s mainly the main information I need really. Just if there’s anything you can tell me about the main menswear collection at the moment? What sort of style? Tone of voice? J: Well we’ve gone for music people actually because we’ve found out that last year that a lot of people from the music industry are buying our stuff. So you’ll see in the catalogue there, we’ve got people like John Andrews, we’ve called it ‘Six working men’. So basically, we’ve got six guys that come in, we’ve got Lewis Elliot who comes in from the music business and we had Doug Haston and we kind of used another guyL: It’s a nice feature though J: Yeah, yeah it’s good. Richard King, L: Do you guys try and do something like this now and again? J: No, not really, this was the first year. Because our boss just found out that they kind of shop with us so you know we just asked him to help us launch it and Jonny Flynn as well is around there obviously. So they’re kind of music people, people in the market, you see this guy here, that outdoors type person. Yeah, so countryish, if you know what I mean, kind of countryfied L: Yeah quite outdoors-y

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J: Yeah, exactly, yeah L: How would you describe the collections in Toast? What sort of feel do they have? J: How would you describe the menswear collection? Jn: Well the seasons, it’s more like working mens. That’s all really. Some are very contemporary in a way. I think the collections are very eclectic so every season you can just, you know buy into the collection and just add that to existing pieces you’ve already got. We’ve got quite a few followers who really love Toast for what they are and that they don’t really have to renew their wardrobe they just have to add to it L: A good loyal customer base then? J:Yeah Jn: Yeah. Exactly L: That’s all really good. Thank you.

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Case Study: Rapha Cycling Club

London, 26th March 2013

won, and just before the Olympics started as well

I wanted to visit the Rapha Cycling Club in Soho as I had heard it being described as an innovative store space, so wanted to check it out to see what sort of competition it may be and also inspiration it could give me. I conducted an interview with one of the team members working there, inquiring about the space, and how they utilises it and for what purpose, and various other questions about the brand, its customers, and the store.

L: can you tell me a little bit more about how you arrange the cycling and stuff? Like how you get people involved?

Transcript Rapha Cycle Club L: Hi, I was wondering if I would be able to talk to you about the Cycle Club?

R: yea so... um... most of our contact with our customers is through our website. So we’ve established quite an international customer base on our website. And then people follow our twitter feed, we have a twitter feed that runs from the store as appose to Rapha’s marketing one. From there we give updates on where we are doing rides, where were going from... L: so do you organise your own rides?

Reiss: Yea sure what do you want to know?

R: yea so we organise ones that meet here, and then we do alternate weeks, we do ones to Kent or Surrey umm and then we do ones to Essex as well

L: Whats your name sorry?

L: is it mainly long haul then?

R: Rhys

R: We do two, we do Thursday night ones that go to Regents Park and back, and do a few laps of Regents Park for an hour and a half. There’s a few more of these in the week if they live locally, thats something that local. Then we do a longer one, and those we do on a Saturday meet here at 8:30, leave here a 9, and that’s more like a 70-80 mile one and end up back here. So, we do those two.

L: Hi Rhys, i’m Louise, its nice to meet you R: hiya L: so what do you do here? Are you a salesperson or..? R: yea i do sales then i also coordinate the rides we do from here so..as its more like a cycle club here than a shop so we’ve only sold online before and o this is our first retail location in London. L: how long has this been open for? R: seven months L: how’s it all been going? R: yea it’s been brilliant yea going really well. We opened the last week of Tour De France when Wiggins

L: is it more popular since the store has opened? Or is this like a meeting point? R: yea we try and encourage this to be a meeting point so that’s been done since we’ve opened. Sorry we also do things, which we still carry on outside the store rides, so the company runs things such as ‘hell of the north’ which is happening on the weekend that Paris Rubay? So that’s something that we meet in north London, Barnet, and ride a prescribed route, finish at a pub where they watch the Paris Rubay? So they’ve done that for four or five years now. These things carry on

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they’re nothing to do with the store specifically, but the company does that, yea. L: you know the van (points behind Reiss), can you tell me about that? I’ve just started researching this, so does it go...can you tell me what it does? R: it’s symbolic because, in the Tour De France up until the mid 70’s these van’s were used- they’re called Sweeper van- they would follow the riders on the Tour De France and anyone who dropped out and couldn’t finish, they would all be put in the van and taken to the end of the stage so they could go home. L: ahh thats cool R: so that’s why there’s a broom on it, it’s called the ‘broom wagon’. L: ahh I see, I thought it was something that would turn up at cycling event and they would serve coffee from it?

R: yea, because cyclists like coffee.

L: cyclists like coffee, ok great. I also wanted to ask what the film night was about? R: urhh yea we do film nights in a Tuesday so cycling related films. L: are they all shown here? R: yep. L: and is it like, open especially for one night? R: were always open late, so were open 7:30am till 9 everyday L: On those film nights, do you charge admission, or is it free of charge? R: no we don’t charge. Yea just rock up, grab a beer and watch a film.

R: now it is yea.

L: well thanks I think this store is lovely

L: ah ok, how long has it been doing that for? Like serving coffee? Is it just coffee or more?

R: thank you

R: Well we use it for a marketing tool, so um, we’ve got- I think we’ve got like 7 of these around the worldthis one has been stripped turned into an office for the showroom (points to the one behind him). Urm but we have another one that lives in South London that we bring in for events and i think there’s one in Australia and one in America. I think there’s one going to Tour De France this year it’s the 100th Tour De France this year, so I think we’re having a pop up this year and going to be on a stage and stuff.

L: Thanks for your help R: no worries let me know if you need to know anything else. L: cheers

L: is um, is there a reason why Rapha has chosen coffee over, say for example- more like sports drinks or things like that?

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Case Study: Nike + at Boxpark

London, 1st April 2013 I wanted to visit Boxpark in Shoreditch as it is an innovative retail design space that is also a pop up space that is situated in the heart in East London. I especially wanted to visit the Nike + that was there as I wanted to conduct some research about running and what other brands were doing for this type of consumer. I interviewed a member of the team there, analysed their running club details and took some photographs.

a run, so its free to run and you can follow us on Facebook. L: is there anything else you guys do or organise after the running that people can get involved with? A: some people after the run will go for a coffee either by themselves or with a team or as friends, but we do not organise something afterwards ourselves. L: do you think runners like coffee?

Transcript of Nike + at Boxpark

A: I dunno, maybe because it’s healthy.

L: can i just ask for you name?

L: can you tell me a little bit more about these pictures (points to the pictures on the wall display)

A: Anton L: and how long has Nike + been here? A: we’ve been open in Boxpark since Dec 2011, and our store has been open since March so it’s been over one year now since we’ve been at Boxpark L: is this part just concentrating on running? A: so we have two units here, downstairs in here we have mainly running and the equipment to go with that. And upstairs we have our customise studio where you can customise your shoe’s there. L: you guys do runs here don’t you? A: yes, urm, if you have seen in our Nike store in London we have the run club, and we have our own run club, and we run every Saturday and every Monday. So Saturday we go for a longer run between 5 and 10k and Mondays are shorter like 5k. Anyone is free to join you just have to fill out the forms and insurance and stuff. L: so do you meet here? A: yes we meet about half an hour before we go for

A: the pictures are there just to show people what it is like, as when we say to people ‘we have a run club’ and they don’t really know what we mean we can show them these pictures, so they can see what it is that we do, and this one where it was just before a run (points to one in particular). And over here we can show people the routes we run. L: what kind of people come to the runs? A: it’s open to anyone to come, but I’d say lots of boys and girls who are aged between 18 and 30 L: do you provide these vests for them? A: yea because its fluorescent just for the safety and just so people can realise that we are a group. L: and the bands...are they new here? A: there are a few bands we have had at Boxpark, there’s a few we had for one month last year and it was quite exclusive, and that’s why this place is called Nike fuel station, and that’s why it’s very digital, visual with lots of images...very high tech. L: ok great that’s all I need thanks 192

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Additional Store Visits: Photo Diary

A.P.C in Shoreditch, London, 27th March 2013

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Apple Store, Covent Garden London, 27th March 2013

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Apple Store, Regent Street London, 27th March 2013

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Cro Jack, Monmouth Street, London, 27th March 2013

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The North Face, Boxpark, Shoreditch, London, 1st April 2013

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Topman General Store, Commercial Street, London, 27th March 2013

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Weekend Offender, London, 27th March 2013

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Consent Forms

PROJECT TITLE: ALBAM CLOTHING Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form 1. I confirm that the purpose of the project has been explained to me, that I have been given information bout it in writing, and that I have had the opportunity to ask questions about the research 2. I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights 3. I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project 4. I agree to take part in this project

JAMES SHAW ___________________ Name of respondent

05/05/13 __________ Date

JAMES SHAW __________________ Signature

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Dan Wallis ___________________ Name of respondent

27/03/13 __________ __________________ Date Signature

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Verity Bert ___________________ Name of respondent

26/03/13 __________ __________________ Date Signature

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Naji Esiri ___________________ Name of respondent

26/03/13 __________ __________________ Date Signature

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Mark McGowan ___________________ Name of respondent

16/05/13 __________ __________________ Date Signature

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Ohsari ___________________ Name of respondent

27/03/13 __________ __________________ Date Signature

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Rachel ___________________ Name of respondent

27/03/13 __________ __________________ Date Signature

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Chris Conner ___________________ Name of respondent

26/03/13 __________ __________________ Date Signature

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Janine Reyers ___________________ Name of respondent

26/03/13 __________ __________________ Date Signature

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James Merther ___________________ Name of respondent

26/03/13 __________ __________________ Date Signature

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Rhys Jenkins ___________________ Name of respondent

26/03/13 __________ __________________ Date Signature

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Anton Dubeck ___________________ Name of respondent

05/05/13 __________ __________________ Date Signature

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Ethical Check List

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Tutorial Record Sheets

14/ 03/ 2013

Work to bring / prepare for session: ANY IDEAS THAT I HAVE FOR YOUR IMPLEMENTATION PROJECT & INSPIRATIONS

Learning issues to discuss in session: TO BASE MY PROJECT ON ALBAM CLOTHING OR NOT,

Feedback from session: DECIDE TO GO WITH ALBAM, WITH OR WITH COMMUNICTAION WTH THE BRAND

Tasks for next session: ATTEMPT TO GET IN TOUCH WITH ALBAM, IN THE MEANTIME, I CAN START WRITING UP WHAT I ALREADY KNOW LOOK INTO THIER COMPETITORS ARRANGE WHAT RESEARCH I NEED TO DO OVER THE EASTER BREAK (VISIT ALL ALBAM STORES ETC)

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1

Signed (Tutor) Signed (student) LOUISE FELTON

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11/04/2013

Work to bring / prepare for session: RESEARCH CONDUCTED OVER EASTER, ANY OTHER DEVELOPEMENTS

Learning issues to discuss in session: INTERIM PRESENTATIONS NEXT WEEK

Feedback from session: THINK ABOUT CONTENTS AND CHAPTER PLAN OF YOUR REPORT AND INCLUDE THIS IN YOUR PRESENTATION

Tasks for next session: PRESENT MY FINDINGS SO FAR, SHOULD INCLUDE CONTENTS, THEORY, WHY NOW, AND CRITIAL PATH

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1

Signed (Tutor) Signed (student) LOUISE FELTON

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18/04/2013

Work to bring / prepare for session: INTERIM PRESENTATION

Learning issues to discuss in session: SEE WHAT VERBAL FEEDBACK I GET FROM THE GROUP, ASK ABOUT ASSESSMENT CRITRIA

Feedback from session: GOOD VISUALS, NEED MORE CONFIDANCE TO SELL MY IDEA

Tasks for next session: TRY TO OUTLINE WHAT EACH OF THE AIM/OBJECTIVE, THE BIG IDEA, THE CREATIVE IDEA, AND THE EXECUTIONS ARE

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1

Signed (Tutor) Signed (student) LOUISE FELTON

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02/05/2013

Work to bring / prepare for session: ANY WRITING OR VISUALS THAT I HAVE DONE SO FAR

Learning issues to discuss in session: DISCUSS WHAT CREATIVE OUTCOMES I COULD HAVE

Feedback from session: THERE DOESNT NEED TO BE LOADS OF CREATIVE OUTCOMES TO GET A GOOD MARK, AS LONG AS IT IS RELEVANT TO YOUR IDEA, THAT IS ALL THAT MATTERS.

Tasks for next session: CARRY ON DEVELOPING REPORT

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1

Signed (Tutor) Signed (student) LOUISE FELTON

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09/05/2013

Work to bring / prepare for session: BRING ANY DEVELOPED WORK TO DISCUSS

Learning issues to discuss in session: DICUSS HOW FAR I AM IN MY REPORT AND ANY CONCERNS I HAVE

Feedback from session: DISCUSSED GRAPHIC ISSUES WITH THE ALBAM LOGO AND HOW TO GET AROUND IT

Tasks for next session: CARRY ON WITH REPORT

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1

Signed (Tutor) Signed (student) LOUISE FELTON

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17/05/2013 (SIGN UP)

Work to bring / prepare for session: NEW CONCEPT NAME AND LOGO

Learning issues to discuss in session: LAST MINUTE CONCERNS ABOUT REPORT AND HAND IN, GOOVER EVERYTHING THAT NEEDS TO BE INCLUDED IN REPORT

Feedback from session: NEW LOGO & NAME IS GOOD, INCLUDE EXPLANATION AS TO HOW I CAME TO THIS POINT IN REPORT.

Tasks for next session: HAND IN REPORT & CREATIVE OUTCOMES

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1

Signed (Tutor) Signed (student) LOUISE FELTON

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Declaration

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Declaration Form

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