MINI Lifestyle

MINI

LIFESTYLE

STAGE 2 REPORT LOUISE FELTON N0336077 FASH30002

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CONTENTS

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INTRO MINI LIFESTYLE CHRISTOPHER SHANNON JOURNEYS CONCEPT STORE UPSTAIRS DOWNSTAIRS LOCATION CONSUMER COMMUNICATION STRATEGY CONCLUSION

- APPENDIX - LIST OF CITATIONS - BIBLIOGRAPHY - CONSENT FORMS -??

- DECLARATION FORM

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INTRO In today’s society it is vital for a brand to build up a meaningful relationship with its consumer to ensure long term success. This means creating circumstances where the consumer is engaged consistently across numerous levels. We now look for substance in the brands we choose as the economic climate has forced us to be more selective and only indulge in what we deem worthy. To stand out and get noticed, a brand has to entice by engaging multiple senses, to then be able to create an emotional connection. It is only this that can offer any type of guarantee for a brand and its success.

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MINI

LIFESTYLE

MINI is considered one of Britain’s most iconic brands and has an integral part in the history of the 60’s and pop culture. However, in the more recent years this identity is morphing into something else, as MINI heads further down the road of car racing, and becoming more popular across widespread Europe. We as British consumers steer clear of brash branding as our tastes as a nation has always been more toned down and simple compared to the rest of Europe. Garish flag prints and big logos dominate the current MINI Lifestyle range and is heavily considered as merchandise.

This report will set out to conclude a set of recommendations that will reposition the MINI Lifestyle brand to become a credible, authentic brand in the market and build up a following of fans and consumers, that be able to express themselves through the brand.

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SS13

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CHRISTOPHER SHANNON Christopher Shannon is a young British male designer who creates inventive sportswear with contemporary twists. His collections commonly feature a mixture of pattern and texture, creating garments that are both cool and vibrant. Through his broad range of influences and bold designs, he has become a favourite at London Fashion Week.

Christopher Shannon has worked on a number of collaborations and projects including Kidda, Lulu & co, The Cambridge Satchel Company, Topman, Opening Ceremony, Kickers and most prominent with Eastpak. He brings a taste of abstract and creates quirky twists to the collection pieces.

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CHRISTOPHER SHANNON FOR MINI MB

CONT...

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Looking at his past creations and collaborations, we can see how Christopher Shannon could marry his style and talent to takeover at MINI Lifestyle. His suitability for the position of head designer is perfect. MINI Lifestyle needs a British designer to direct the brand back to its heritage with a modern, young and fresh take on the history and British identity.

Christopher Shannon has the vision and the ability to take MINI Lifestyle into a new chapter that will see the collections and products become credible and desired in both the industry and by consumer. Instead of the brash colours and large logos of the previous collections, the new look will concentrate on cut, fabrics, cool tones, and injections of colour. The bold blocks of colour and sleek details will transform the products into a more credible, urban and on-trend collection, setting the standard going forward.

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JOURNEYS Next to the new look of the Lifestyle range, will be a concept to help tie together the branding of the takeover by Christopher Shannon, and help create promotional strategies to reach its consumer. This concept will be journeys. The concept acknowledges where the brand has come from and signifies the new road it is now on. It is also about the embracing the consumers journey with the brand as it has such a committed following through the popularity of its past. It is now time to establish the new stories, the new journeys, of all kinds. Whether it’s the journey of growing up, going through education and your career, travelling across the world and different countries, or most importantly, the personal journeys with yourself and the relationships with the people around you, MINI Lifestyle will provide the means to nurture these, as in the end, it’s only the great stories that get remembered. It’s time to remember MINI once again, not for the cars, but for the lifestyle.

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MINI LIFESTYLE LIFE IS

THE ROAD

MISSION STATEMENT Simple, classic clothing that keeps up with the lifestyle of the modern man and woman.

A place for people to come together.

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SUB HEADINGS Main body text

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CONCEPT STORE To experience such a big transition, there needs to be a platform where the MINI Lifestyle range can stand alone, separate from the cars, be accounted for as an apparel brand, and have a presence on the high street among its competitors. As it stands, there is not one place where the MINI Lifestyle range is soley stocked. With the new head designer in position, there needs to be a place where MINI Lifestyle can call home- A flagship store.

This store will embody the new stylish image and playful energy of MINI. The concept store will have a hybrid of both retail, and a social, music orientated space. This blend will create impact and show MINI Lifestyle off as an innovative new concept store with more than just clothes to offer. It will be about building a community, and the new journey that MINI Lifestyle and their consumers will start together.

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UPSTAIRS The ground floor of the concept store will be a retail space where the new collection will be stocked and on display. This level of the store will have a very fresh feel to it with clean lines and white space. It will be minimal, strong and cool in design and layout, using only a select few store fittings to show the collection. On display will only be one of each size per garment put out to keep in tone with the look, and also give the MINI Lifestyle customer a sense of luxury. More sizes and stock will be kept in the stock room and only brought out for a customer upon request or to have fresh to purchase.

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CONT...

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The visual merchandise will be based around the concept of journeys and will be changeable for every season, so each new collection will have its own story to tell. This will come in the form of projections of small film clips. The film clips will be especially made as part of the promotional campaign for the particular collection of that time. The films will be inspired by the collections and have a sense of the journey that surrounds it. These will be projected onto a feature wall in store. The rest of the walls will be left white with only a few blue neon lights used as signage and VM to fill the space. For example there will be one situated above the entrance of the stairway that leads down into the basement, and one on a bare white wall. The neon lights on the wall will spell out a famous British quote that embodies the journey of that current collection. The blue neon lights add a burst of colour and sense of cool in the stark white store, and sets the tone for the new look of MINI Lifestyle.

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DOWNSTAIRS

The lower floor will provide a very different space than that of the upper floor. It will be a chill out area by day and events and gig venue by night. During the day it will be open to the public with a bar, leather sofas, and a small selection of games including table tennis and a MINI inspired Scalectrics set.

The look of the lower floor will be more industrial and darker than the floor above, with brick walls and exposed piping. The only visual merchandise that will carry through to both floors will be the blue neon lights, but will be against the bare brick walls, giving off a different vibe. This will connect both floors and make sure they both have the same MINI Lifestyle identity, but represent the two sides of day and night of MINI Lifestyle.

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The lower ground will be a venue that will host selected one off gigs and events that promote the lifestyle of the brand. A staple event for which it will become known for, will be an open mic night called ‘Local London Live’. The event will be held once a month and provide the opportunity to support and promote the local grown talent. This will help MINI Lifestyle to build a community and re-establish its authenticity with music and its British heritage.

The connection through music will be dominant for MINI Lifestyle and when used in the right way, it can act as a powerful marketing & branding tool. Jacob Lusensky is a former DJ and record label owner, who now owns Heartbeats International- a leading brand communication agency that specialises in the culture of music. He explains that music brings people together in a way that nothing else can achieve, and the reason is simple. “Communicating with music is really communicating through emotions. Music engages people in conversation and creates memorable experiences.” (Lusensky, 2011: 8). By using music, MINI Lifestyle will solidify the sense of community among it’s consumers, and build up a sense of belonging to the brand, which will ultimately result in brand loyalty.

CONT...

Overall the concept store will provide a cool, upbeat and contemporary space for the MINI Lifestyle consumer to call home. It will be a place of engagement and interaction, where people come together to experience great events and create memories with MINI Lifestyle.

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GIG & EVENTS MB

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LOCATION When considering the location of where the MINI Lifestyle flagship should call home, there are lots of things to consider. It needs to be somewhere that generates enough traffic of the right kind of consumer to ensure maximised exposure. It should be somewhere that is commercial enough to be suitable for a flagship, but also have enough identity of its own to suit the style and heritage of MINI. Carnaby Street is a considered one of the most established cultural hubs of London, and has a history that stems deep into 60’s mod culture. ‘Modfathers’ The Jam even wrote a song named after the infamous street. It offers MINI Lifestyle a place to not only build upon its British roots, but also soak up the young, fresh and lively atmosphere it has today. Carnaby Street oozes urban cool and is a perfect place for the MINI Lifestyle flagship to set up shop.

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CONSUMER PROFILES

(SEE APPENDIX A FOR FULL DESCRIPTION)

THE MODERN MOD

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THE WONDERERS

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THE YOUTH PARADE

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COMMUNICATION STRATEGY MINI Lifestyle will interact with its consumers both online and offline. The concept flagship store will engage the consumer on a physical level, and there will be a newly constructed website and blog to connect digitally. These will have the same colour palette and style as the store to help ensure consistency across the brands touchpoints. Unlike the current website, it will have its own URL and stand seperate from the motorcars site (rather than exsiting within the same domain), so that the Lifestyle range will be its sole purpose, leaving all connections with the car behind.

The blog will play a vital role in building up the MINI Lifestyle community. It will be a place where you can access all the exclusive news, line up announcements, and buy tickets. You can also read up on all other music news outside of the basement events. Interviews with bands, album reviews and festival information will be made available through articles and the blogs news feed. To continue the branding with music, from offline to online, devised playlists will be created and uploaded onto the blog consisting of the same style and inkeeping with the brand identity. People can tune in online and once again remenise the good times spent at MINI Lifestyle.

User contributed content will be another aspect of the blog where you can leave comments about your experience at the MINI Lifestyle store and basement, further connecting the brand and the consumer together. The consumer then becomes fully integrated into the community through their own personal input.

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MOCK WEBSITE

MOCK BLOG

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Social networks offer a great way of sharing and uniting people together. From each MINI Lifestyle event photos will be uploaded and made available to tag and share onto various social networks including Facebook, Instagram, and Twitter.

It is also a great way to promote the brand’s lifestyle as people embrace, and express themselves through the brand, by sharing their photo’s, posting statuses and checking in their location while at the MINI Lifestyle store.

SIDE A

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DOUBLE SIDED FLYER This double sided flyer will mirror the two floors of the MINI Lifestyle store and be on display with the relevant side up. A new flyer will be designed every month and promote the latest ongoings on both floors. The designs will also be used as advertising in various media channels, including suitable music magazines, websites, posters, and stickers.

SIDE B

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MOCK SWING TAGS

Main body text

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APPENDIX A B C D E F G H

CONSUMER PROFILES MINI LIFESTYEL BRANDING DEVELOPMENT FLOOR PLAN FOR MINI LIFESTYLE STORE FLAGSHIP LOCATION RESEARCH CONCEPT STORE RESEARCH JOURNEYS RESEARCH BAMALAMA SING SONG BRITISH MINI CLUB

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APPENDIX A CONSUMER PROFILES

1- The Modern Mod This group lives for the heritage of mod culture from the 60s. Feeling like they were born in the wrong era, they reminisce by listening to the music, dressing with the style and hold the attitude that the mod sub culture did in the 60’s, keeping it alive today.

When they were young they didn’t care much for school or education, and have always put their social life and reputation first. You will find them down the local, with like minded friends discussing the lack of authenticity within society and the modern day pop culture. The Modern Mods are not keen on commercial holidays abroad and would rather go on a road trip with a few mates down to a British seaside town.

Although many may not have much of a disposable income, they save and invest in key pieces for their wardrobes that are timeless classics of their taste, and boast durability. Common brand they buy into are Ben Sherman and Fred Perry.

For this group the MINI Lifestyle concept store would offer another place where they can connect with the 60’s sub culture heritage. They would occasionally buy key items from the apparel collection, and would go to a select few gigs that fell in line with their acquired taste.

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2- The Wanderers This group works mostly in the creative fields and industry, and are working hard to get to their desired level of income. As their work requires a lot of attention and passion, they enjoy a relaxed pace of life outside of the office and like spending time doing the little thing that otherwise get forgotten about. Instead of having a fast fashion wardrobe, this group prefers to develop a back to basics, understated style, and spend more money on well made, versatile pieces that can be transitioned from work into the evening’s social events.

In their spare time, this group enjoys meeting up with friends, watching films, drinking wine, and being in a laid back atmosphere. They are a curious bunch of which find excitement in finding new places and secret hide aways. The Wanderers always get the travel bug and explore everything from rural British country side to far away cities and hidden beaches.

For this group MINI Lifestyle would provide the basis in their wardrobes, and as their name suggests, they would be the selection of people who would be browsing the store, and end up wondering downstairs for a little break to chill out. As they go where the wind takes them, they would stumble across a live band playing in the basement, like the sound and end up enjoying an evening of unexpected and spontaneous fun- their favourite kind. They keep track of any great places they discover so they can share with friends, and so would be the type to engage with MINI Lifestyle online and be part of the online community.

3- The Youth Parade Being between the ages of 18 and 24, this is the youngest demographic and enjoy making statements with their style, and mixing it up every now and again. Brands are of big importance to the Youth Parade as it is a way to define social status among their peers. For them MINI Lifestyle is fresh, bold, and is something that is aspired.

As they are a younger group, they have rarely travelled abroad and instead find their journeys in their everyday escapades with friends and social interactions. For this group, the journeys are all about the people around them and are fully immersed in their youth culture trends.

For this group the MINI Lifestyle basement will be most exciting, and use as a social base, however they would heavily indulge in all aspects of the brand both online and offline. This is the group that would utilise every aspect of the MINI Lifestyle brand and store. Unlike the other two group demographics, they are not concerned with the history and heritage of MINI but are excited by the new contemporary identity as this is a part of their generation.

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APPENDIX B MINI LIFESTYLE BRANDING DEVELOPEMENT When creating the new look and branding for MINI Lifestyle, we designed various website and blog looks for the brand and then pulled the best bits together to create the final mock ups.

DEVELOPED WEBSITE DESIGN

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INITIAL MOCK UPS

DEVELOPED BLOG DESIGN

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APPENDIX C FLOOR PLAN OF MINI LIFETSYLE STORE

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APPENDIX D FLAGSHIP LOCATION RESEARCH

When considering the location for the flagship concept store, it was clearly suitable and belonged in London. Our team identified three key areas we wanted to consider: 1. Shoreditch 2. Covent Garden 3. Carnaby Street Each of these had good qualities that we felt would work well for MINI Lifestyle, and so we visited each of them to analyse our assumptions. Following will be each areas key points and highlights, and examples of suitable retail spaces that are available on the market. We took into consideration, space location and price when considering which one would be a realistic option for MINI.

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SHOREDITCH: ATTRACTIVE ATTRIBUTES: TREND LEAD, QUIRKY, CREATIVE SCENE, ‘EAST END COOL’ PART OF THE CONCEPT STORE MOST SUITABLE: THE BASEMENT

RENT APPROX: 90,000 PA GROUND FLOOR: 407 SQ FT BASEMENT FLOOR: 545 SQ FT

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COVENT GARDEN: ATTRACTIVE ATTRIBUTES: SUITABLE LOCATION FOR FLAGSHIP, CLEAN AND CLASSIC’ PART OF THE CONCEPT STORE MOST SUITABLE: THE APPAREL

RENT APPROX: 95,000 PA GROUND FLOOR: 534 SQ FT BASEMENT FLOOR: 320 SQ FT

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CARNABY STREET: ATTRACTIVE ATTRIBUTES: GREAT TRAFFIC, WELL KNOWN, POPULAR, COOL, WIDE APPEAL PART OF THE CONCEPT STORE MOST SUITABLE: BOTH FLOORS

RENT APPROX: 37,000 PA GROUND FLOOR: 243 SQ FT BASEMENT FLOOR: 320 SQ FT

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This research was very insightful as we were able to fully visualise how the store would be in the locations and who would be their neighbouring stores. After careful consideration we decided to land on Carnaby Street as it proved the most flexible with available space and cost (see example above and on previous page), and was an all rounder when considering all the different elements of the concept store.

Carnaby Street would allow MINI Lifestyle to obtain a contemporary, fresh and urban identity without alienating any consumer types. It would see all walks of life enter its doors day and night due to its location behind oxford street in central london, and so would provide teh opportunity to reach out to the various demographics and bring them together.

It was also a winner as during our research we came aross a vacant retail space at 9-10 Carnaby Street. We could see thorugh the windows that it had a basement floor, good access points, and just the right amount of space. This then became the basis for our floor plan fetaured in Appendix C, as we wanted to base our concept on a realistic basis. Photo’s of 9-10 Carnaby Street are shown on next page spread.

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VACANT RETAIL SPACE, 9-10 CARNABY STREET, W1F 9PF Vacant retail space discovered on carnaby street. perfect location, desired amount of space, access to both ground and lower floor. This was used as a base for the floor plan, taking notice of the stairs, doorways and rough shape.

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APPENDIX E COMPETITOR AND CONCEPT STORE RESEARCH

SHOREDITCH: STORES INCLUDED TOPMAN GENERAL STORE, HOSTEM, A.P.C AND ALBAM

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COVENT GARDEN STORES INCLUDED RAY-BAN, WEEKEND OFFENDER, CRO JACK, AND FRED PERRY

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CARNABY STREET STORES INCLUDED PUMA, EASTPAK, AND BEN SHERMAN,

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APPENDIX F MINI CLUB ON FACEBOOK

With the theme of journeys in mind, we wrote a message on the Facebook wall of the British MINI Club. This was in order to find out about any trips of journeys people had with their MINI cars that were particularly memorable.

The message is as follows: ‘Hi, we are at Nottingham Trent University currently undertaking some research on MINI. We are looking at MINI and people who have particularly special memories with their MINI car. This can be in the form of a journey, or road trip that hold a special meaning for you. If you do have a memory like this, we would very much appreciate any photographs you have and a short paragraph detailing the journey.

Thank you’

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APPENDIX G JOURNEYS & STORIES RESEARCH

An important aspect of re-branding MINI Lifestyle was to move away from the car and motoring side of the brand, however we felt that to keep the brands heritage alive we should instead focus of the theme of journeys. As this is a lifestyle brand, the theme of journeys ties in extremely well with both the consumer and the brand, creating a mutual connection with them through their lifestyles. For this research we decided to create a competition for people in which they had to submit photographs of their favourite journey and 50- 100 words telling us what it was about. The competition winner was to receive a ÂŁ15 voucher from Topshop/Topman for their entry, this worked as promotion for the competition.

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TITLE APPENDIX H BAMALAMA SING SONG

SUB HEADINGS Main body text

On Friday 12th April 2013, we attended a night called ‘Bama Lama Sing Song’ at The Rescue Rooms, Nottingham. This night involved a band, minus a singer, and they played everything from Elvis and Bonnie Tyler to Radiohead and Bon Jovi. The theme was a sort of mass karaoke style night; the band played on the stage and had a projector with the words for every song they played so that the crowd could sing along. Two of us attended, wearing plain white t-shirts and equipped with MINI coloured sharpie pens and the question ‘what makes a great night out for you?’. The aim of this research was to get to the root of why people attend social events, especially those promoted by social media, which, ‘Bama Lama Sing Song’, heavily is. We asked a variety of people the same question and was inspired by the night to come up with similar ideas for MINI Lifestyle events.

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Collected information from the t-shirts reads: ‘For my edge mo’fuckers and my DTD brothers. If you got beef then bring the ruckus!’

‘Atmosphere and rock + roll!’

‘What makes a good night’ ‘The guitarist has beautiful glossy great hair!!’ ‘#sniffyclyro’ ‘Sexy cats!’

‘Because my boyfriend is always in the band :) x’ ‘BANTER’ ‘Hollywood’ ‘So cute girl mates xxx’ ‘Bamalamasingsong’ ‘Stealth all about it’ ‘DRUGS’ ‘House music!’

‘Lovely ladies x’ ‘My friend plays the drums and its a hell of a night! x’ ‘Red wine + good music = amazing night x’ ‘Alcohol + sex :)’ ‘Freebies + friends ! x’ ‘D.T.D’ ‘Being with mates getting twatted’ ‘Because singing is awesome’ ‘Sex, drugs & sasuage rolls!x’ ‘Friends!’

‘Teapots!’

‘Good music+ cheap drinks!’

‘Turn around bright eyes and every now and then we fall apart! And I need you more than ever’ ‘great dancing + people too ’ ‘everyone for this audience! X’ ‘Tequilla!’

‘Remember the extra the tequila- connor xx’ ‘Luke E + will is where the good night is at.’

‘All the songs I love + being told to sing (usually im told to stop!)’ ‘you gotta hold on to what ave got!!!’

‘RED WINE + WILL + DUBSTEP, AMAZE X’ ‘People who care this much what other’s happiness deserve medals.’

‘AMAZING TUNES!’ ‘MATES’

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ETHICAL CHECK LIST FORM

SUB HEADINGS Main body text

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