Luxarity Pop up

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02

We p re se nt the pro po sa l fo r LU XA RITY Po p-up store concept 2017 in co llabo ratio n with SCA D stud e nt s. The pro po sal co nta ins the ca mpaig n conce p t, deta il executio n idea s with sto re d e si gn optio ns.The sto re desig n co llateral is a co-creat i on with junio r interio r desig n students.

Le t ’s exp erience the jo urney that a mplifies ea ch mo ment.

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SCA D - S AVA N N AH CO L L E G E OF ART AN D DE SI GN

The Savannah College of Art and Design, an educational institution with distinctive yet complementary locations is recognized as the leader in defining art and design.

It offers more degree programs and specializations than any other art and design university, SCAD is uniquely qualified to prepare talented students for professional, creative careers. It emphasizes on the individual attention received in a positive university environment.

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04 SCA D - TEA M

ASHLEY CHOI

STEPHANIE TSZKEI CHOW

MARIANA CHVZ

YOYO CHOW

SENIOR FASHION MARKETING AND MANAGEMENT STUDENT

SENIOR FASHION MARKETING AND MANAGEMENT STUDENT

SOPHOMORE FASHION MARKETING AND MANAGEMENT

SENIOR FASHION MARKETING AND MANAGEMENT STUDENT

SOPHIYA IQBAL

ROSALINA MA

LOUIS YEO

SENIOR FASHION MARKETING AND MANAGEMENT STUDENT

SENIOR FASHION DESIGN STUDENT

SENIOR FASHION MARKETING AND MANAGEMENT STUDENT

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CONTENTS

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OV E RV IE W

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P O P- U P STO R E RES E AR C H

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P O P - U P STO R E O PT IO N A

15

GOALS AN D OBJE CTI VE S

36

LOCATI ON

88

P OP - UP STORE OPTI ON B

17

S WOT ANA LYSIS

40

P HASE 1 (A ,B,C,D)

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CAMPA IGN AP P LICATION

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CU STOMERS INSIGHTS

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MOMENTS OF LOV E

102

COLLA B ORATION IDEA

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LU XA RI TY

OVE RV IE W To c reat e a mo re co nscio us lif estyle wit h in t h e commu n it y, LU X AR ITY, a lo ca lized platf o r m is offe rin g t h e lu xu ry an d con s c i o u s c onsumer a selectio n of pre - love d goods .

Si nc e 2 0 1 2 , LUXAR ITY ha s o rga niz e d popu lar e ve n t s . Th is yea r, a po p up is in pla ce to showcas e an d promot e t h e sa l e o f t h e l ux ur y pre-lo v ed items .

A s u n de rgra duate students f ro m S CA D Fas h ion Marke t in g and Ma n a gement pro gra m, we have propos e d t h e con ce pt o f “M o m en t s o f Lo v e�f o r the 2017 LU XA RITY pop- u p.

Thro u g h t h e use o f a uthenticity, e mot ion al s t oryt e llin g, exc l u s i v i t y, custo mer jo ur ney, localiz at ion an d 3 6 0 amp l i fi c at i o n , we intend to creat e a me morable an d e ver l a s t i n g ex per ience f o r the con s u me r.

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08 LU XA RITY

OBJECTIVES To creat e t he l u x u ry ex p eri en c e t h ro u g h t h e u s e o f t h e pop- u p. To c reat e aw aren es s o f t h e LU X A R I TY b ran d . To prom o t e c o n s c i o u s n es s i n t h e w ay c o n s u m ers s h o p DELIVERABLES M o o d b o ard s Po p u p t ren d s C u s t o m er Pro f i l e Lo c at i o n A n al y s i s M erc h an d i s e p l an n i n g Cam p ai g n M o c k U p Po p -U p D es i g n

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LUXA RI TY - CO M PA N Y OV E RVI E W

LUXARITY is a social venture that creates a sustainable fashion ecosystem through conscious lifestyle. Sustainable fashion ecosystem is formed via collecting pre-loved luxury goods from Angels, creating capsule collections from up-cycled textiles company, organizing various community-building pop-up and sales events and raising funds for the good cause of nurturing emerging talents. Gathering like-minded individuals, LUXARITY becomes a cohesive community to bring a wide range of stakeholders closer, including global fashion leaders, textile and garment manufacturers, schools and universities, and multi-lateral organizations.

PR-LOV ED HE ART LOGO S CONNECTE D P R- LOVE D HE COMMU NITY C O NNE CTE D L FO RWARD R EDE F INE D LU X CO-C R EATION COHE SIVE MO MENTS C O MM U NITY PR COHESIV E S US TA IN A B LE C SUSTA IN ABLE COHE SIVE C CONSC IO US G IVING BACK LI FESTY LE EC OSYSTE M FA MINDED TOG E T HE R SHA RE

SU STA INABLE C O HE SIVE C EA RT LOG O SU STA INA B LE LOVED C ONS C IOU S GIVING XU RY LIF E S TY LE E COSYST LI KE-MIND E D TOGE THE R R- LOV ED HE ART LOGO SU S CONNEC TED P R- LOVE D HE C O MMU NITY C ONNE CTE D L FO RWA R D R EDE F INE D LU AM ILY CO -C R E ATION COHE RED M OME NTS COM M U NITY

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STAG E 1 R ESEAR C H

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LU XA RI TY - P O P- U P STO R E 2 0 1 7

Goals Planned - 2017 Total sales: Number of items sold: 1,200,000 HKD - 1,800 items Objectives The o bj ec t i v es o f LUXAR ITY pop- u p s t ore is t o creat e an a w a ren es s o n LUXAR ITY ’s ke y con t ribu t ion s . A s t ore se ll i n g pre- l o v ed, up-cy cled luxu ry goods , s u s t ain able ne w fa s h i o n la bel a nd co nsc iou s bu yin g de cis ion s .

I nte g rat e t e chno lo gy with the n e w con ce pt t o creat e a ne w c a m pa i g n idea that attra cts more cu s t ome rs .

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LUX ARITY - POP-U P STORE 2017 STRATEGIES

Th e marke t i n g s t rat eg y i s t o i n t ro d u c e LU X A R I TY as an u p- cyclin g f as h i o n l u x u ry b ran d w i t h an u n i q u e s p i ri t o f ach ie v i n g s u s t ai n ab i l i t y an d g i v i n g b ac k t o s o c i et y.

Locat ion : Pa c i f i c Pl ac e + Part n ers h i p w i t h St el l a M c Cart n ey, Lan e Crawf o rd , J OYC E, SCA D an d o t h er s p o n s o rs c an f u rt h er i m p ro v e t h e b ran d i d en t i t y.

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LUXA RI TY - S WOT A N A LY SIS

//Go o d co nditio n, s e con d- h an d lu xu ry items a re so ld at lowe r price le ve l. //Certa in lev el o f recogn it ion . (2 pop- u p sto res) // Successf ul pa st re t ail part n e rs h ips . ( Art G a ller ies, Club s , P MQ) //Successf ul pa st strat e gic part n e rs h ips . ( Bo no tto E ditio ns, S u s t ain In c., Lan e C ra wf o rd) // Suppo rt susta inabilit y an d e du cat ion . ( E ducatio n gra nts to fu t u re de s ign e rs ) // Miles o f Lo v e lo yalt y program.

WEA KN E SSE S

STRE N GTHS

STR E N GT HS WE A K N E S S E S

// Don ors l ac k i n c en t i v es t o d o n at e w el l con dit ion ed i t em s . // Don ors , p art i c u l arl y Tai Tai s , d o n o t wan t t o b e b u y ers t h em s el v es d u e t o t h e pe rce pti o n o f s ec o n d h an d g o o d s . // Th e b u d g et i s l o w an d l ac k f i n an c i al s u pport.

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LU XA RITY - SWOT A NA LYSIS

// Pro v ide the don ors wit h be n e fit s t o attra ct them to do nat e . // Pro v ide exclusive cu s t ome r s e rvice s . // Co ntinue in search in g for bot h re t ail a nd strategic pa rtne rs . // E na ble f uture de s ign e rs t o e n gage in the ev ent. // Ta rget v a lue-co n s ciou s cu s t ome rs . // Pro mo tio n thro ugh ce le brit ie s , pre s s media a nd so cia l m e dia. // Pro v ide per so na liz at ion s e rvice s wit h in the ev ent.

THRE ATS

OP P ORTUN I TI E S

O P P O RT U N I T I E S T HRE AT S

// Ris ks o f rec ei v i n g c o u n t erf ei t s an d low qu al i t y i t em s . // Pe op l e’s n eg at i v e s e con d -h an d g o o d s . //

p erc ep t i o n s

on

Fin an c i al c o n s t rai n t s .

// Growing second-hand locations in Hong Kong

retailer

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LU XA RITY - POP-U P STORE 2017 CU STOMERS INSIGHT

GOALS Increase customer footprint Increase donation from Phase 1 customers Increase sales from Phase 2 customers Convert few of the Phase 1 customers into Phase 2 Target and find a new customer segment Convenient donation pick-up location for Phase 1 Provides customers with unique buying experience Develop a strategy that is seamless between both Phases

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LU XA RI TY - C U STO M E R BRI E F P HA SE D E SC R IPT IO N DONAT I O N PR O C E SS

Phase 1 Will launch campaign in July, September and October.

Our target age group for donors to donate pre-owned luxury items to LUXARITY will be Tai Tais who are 35 years old or above. There are two methods to collect their preowned goods.

Option A: For the VIPs we will send our specialized team containing stylists or special assistants to come to VIPs’ residence to help organize their wardrobe. They will assist and provide professional advice to the VIP clientele which items should be donated and the remaining items will be re-stylized into different looks so VIP clientele can re-use those items again instead of disposal which is another simple technique and contribution to sustainable fashion.

Option B: Clients bringing their pre-owned luxury items to any physical Lane Crawford stores or Lane Crawford head office which is located in Wong Chuk Hang. For the clients who bring their items to Lane Crawford stores, they will have the privilege to enjoy platinum suite service as a appreciation gesture from LUXARITY for donating their luxury goods. In order to be in line with creating less carbon footprint and lessen the weight of unwanted garments per year in hong kong (average is 3.2 tonnes per year) we will determine the luxury items by weight instead of by pricing. The heavier the items come to be, the more points the clientele will receive in Miles of Love which is a loyalty program specially created for LUXARITY venture.

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LU XA RITY - CU STOMER B RIEF PHA SE DESCRIPTION DONATION PROCESS

For all it e m s c o l l ec t ed , LU XA R I TY w i l l s ep arat e i n t o t w o s e ct ors . One s ec t o r o f g o o d s w i l l b e s o l d d i rec t l y as i t i s at t h e ph ys i c al LU XA R I TY s t o re, an o t h er s ec t o r o f g o o d s will be u p- c y c l ed b y SCA D f as h i o n d es i g n s t u d en t s b ef o re s e llin g it at LU XA R I TY p h y s i c al s t o re. Fo r Ph as e 2 o u r t arg et age grou p w i l l b e 22-32 y ears o l d s t u d en t s , p ro f es s i o n al s , fas h ion is t as an d al s o t o u ri s t s b ec au s e t h ey h av e h i g h er acce pt an ce t o o w n i n g p re-o w n ed l u x u ry g o o d s s i n c e t h ey h ave h igh e r k n o w l ed g e i n s u s t ai n ab l e f as h i o n , t h eref o re t h e y will be o u r t arg et c u s t o m ers f o r LU XA R I TY Po p -u p s t ore .

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LU XA RI TY - C U STO M E R PHA S E 1 : DO N O R S TAI TA I C USTO M E R

// PRO FI L E 1 HIGH S P E N D I N G L E V E L Avg HKD 500,000- HKD 600,000 + per year

// P R O FILE 2

// PRO FI L E 3

MID SP E NDING LE VEL

LOW S P E N D I N G L E V E L

Avg HKD 240,000 - HKD 400,000 + per year

Avg HKD 100,000 - HKD 200,000 + per year

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LU XA RI TY - C U STO M E R PHA S E 2 : P O P- U P STO R E STU D E N T S WO R K I N G WO ME N FAS H I O N I STA

// P RO FI L E 1 ST UD E N T Shops twice a month + Unique store experience + focuses on sustainability

/ / P R O FILE 2

// PROFI L E 3

WO R K ING WO ME N

FAS HIO N I STA

Shops once a month + Quality good and budget friendly price + Educated buyer

Shops on the basis of fashion trends by hunting unique pieces with staple brands + Looks for stylish yet luxurious pieces in good level.

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LU XA RI TY - C U STO M E R ’ S PE RC E N TAGE

Due to the mindsets of the low & mid spending level Tai Tais, most of them do not wish to give their pre-loved items away. This is because they care more about their items than the high spending level Tai-Tais. Hence,there’s a higher proportion of high spending level Tai-Tai donors, compared to the rest.

For the shoppers, students and expats constitute a larger proportion of the shopper demographic. This is because they are more open to new concepts.

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LU XA RITY - CU STOMER PERCENTAGE PIE

10%

35%

35%

30%

60%

30%

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PO P - UP STO R E R E S E A R C H AR N S D O RF TE M P O R ARY CON C E PT STORE BY ED WA RD S M O O R E

M a i n E l ements: O ver l a ppi n g

Cr y sta lline

f orms ,

St re t ch e d

fabric,

Co l o u r s : E a rt hy a nd skin to nes A us t ra l i a n s tudio E dwa rds Mo ore h as s t re t ch e d t igh t s ac ro s s t h e w a lls a nd thro ugho ut th e in t e rior of t h is pop- u p f a sh i o n s t o re in Melbo ur ne, Australia. It feat u re d 1 5 4 pairs o f t i gh t s s t re tched a nd wra pped arou n d t h e s pace . A cave li ke s p a c e , pro v iding a n intimate s e tt in g an d backdrop for the Ar n s do r f ’s O pticks Co llection . In s pire d by crys t allin e f orm s , S u p er ma n’s f o rtress o f s olit u de an d image ry of ro c ky l a n ds c a pes, we reinter pret e d an e ve ryday wearable ite m - s t ret c hing a nd wra pping i t t o e n ve lop t h e s pace in soft h u e s a n d sho wca sing the scu lpt u ral colle ct ion .

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PO P - UP STO R E R E S E A R C H H E R M E S N O R DSTR O M SH O P-IN -S HOP POP IN STORE (SE AT T LE )

M a i n E l e ments: Co mplementa r y h u e s , St ru ct u re s , s h ape s , col o r c o o rdi n ated, cur v ed lines an d cu t - ou t s Co l o u r s : Co mplementa r y H ues Exper i men t at io n wa s the co re con ce pt of t h is S eatt le b a s e d pro j ect. The ma in pur po se of t h is pop- u p s t ore is t o cha l l en ge t h e co nsumer per spect ive t o creat e in t e grat in g inte ra c t i v e m o ments We wo uld like t o expan d t h e ideas of usi n g s h a pes, cur v ed lines, cut-ou t s an d t h e u s e of s imple and c l ea n i dea s to create a n ex p e rie n ce

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PO P - UP STO R E R E S E A R C H CO S P O P- U P STO R E @ LA

Main Elements: Strong silhouettes and distinctive color hues of the collections, the space is immersive from one tone to another.

Colours: Grays and whites This pop-up focuses on the installation of the silhouette of the garments , how simple yet effective framing strengthens viewers’ awareness of the space. With the way the clothes and lines are hanging on the rack and contouring over the shop respectively, gives more flexibility on how to display clothing.

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STAG E 2 LO CAT I ON

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PO P - UP STO R E LO CAT IO N PAC I F I C P LAC E

Pacific Place is at the centre of Hong Kong . the mall at Pacific Place offers over 711,000 square feet of world-class shopping and dining. Seamlessly integrated with this prestigious retail and leisure destination are three Grade-A office towers. (One, Two and Three Pacific Place) The mall brings together a wide range of prestigious and lifestyle brands and unique dining experiences in a single iconic destination.

Pacific Place is surrounded by Grade-A office towers (Audit firm, foreigns banks: wells fargo, TD bank) , serviced apartments and five-star hotels that gives the mall a decidedly upmarket feel.

Conveniently located above Admiralty MTR station, a quartet of renowned five-star hotels (Conrad, Island Shangri-La, JW Marriott, and The Upper House), and an exclusive 270-suite apartment residence locate

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STAG E 3 PHASE 1 A ,B,C ,D

40 PHA S E 1 : DO N AT IO N A, B, C, D

A: CLOSET DETOX B: VIP SERVICE C: THE CAGE D: SOFT LAUNCH EVENT

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PHA S E 1 : DO N AT IO N O PT I O N A CLO S E T D E TOX

LUXARITY allows donors the option of having LUXARITY’s representatives to visit their homes and ‘detox’ their wardrobe. This means that the donors and representatives agree on certain preloved goods for donation. The collection of the goods are handled in a delicate and careful manner. At the same time, mannerisms of the representatives are upheld to the best standards so as not to disrupt the environment within the homes, similar to a white glove delivery service. This option saves a lot of time and effort for the donors. The weight of the donation will be weighed and credited towards the “Miles of Love’ Program.

The Miles of Love loyalty program is designed with a playful interaction for consumers to collect points for their next purchase in Lane Crawford and Joyce stores. The heavier the weight of the donation, the more points for consumers will get off their next purchase in selected stores. This whole concept revolves around the issue of pollution, with 13 million tonnes of textile trash are discarded each year and hence to solve this issue, LUXARITY hopes more people could donate their unused, pre-loved goods with this incentive in place.

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PH A S E 1 : DO N AT IO N OPT I O N B VIP S E RV I C E

The locations are as follows, Lane Crawford (IFC), Joyce Pacific Place, Joyce Queen’s Road Central, Joyce Harbour City and Joyce Loft. This is to ensure the maximum exposure and accessibility to the consumers for them to donate their pre-loved goods.

The sales assistant would handle the goods and weigh them accordingly and the weight will be tied with the “Miles of Love” loyalty program.

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PH A S E 1 : DO N AT IO N OPT I O N C TH E CAG E

Option C will be donating at the Cage at Lane Crawford Headquarters in Wong Chuk Hang. Donors would have to bring their pre-loved goods along to the Cage and similar to Option B, the goods will be weighed and credited accordingly, according to the ‘Miles of Love’ program.

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PHA S E 1 : DO N AT IO N O PT I O N D SO F T LAU N CH E VE NTS

J ul y - I t i s t he pre-sa le event for all don ors in Ju ly for t h e S / S 1 7 c o llectio n o n sa le a nd if t he y don at e , t h e y are d i sc o u n t s o n the new c o llectio n of F /W 17/18.

Se p t e mber - Pr ivate previewing is whe re t he s e le ct e d fe w F/W 1 7 / 1 8 c o llectio ns c o mes in be fore t he official lau n ch , a nd if peo p le co me in a nd do nat e t h e ir pre - love d goods , Th e get t h e pr ivilege o f fir st-han d vie win g of t he n e w c o llec t i o n befo re it c o mes to the s t ore s .

O c to b er - Wa rdro be switch. Wardrobe s wit ch is t he p re pa ratio n fo r the c ha nge o f S/S t o F /W, wh e re pe ople c a n d o n ate t heir Spr ing/Summer for Fall/Win t e r.

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STAG E 4 CA M PAIGN CON C EPT

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CA M PA I G N PHAS E 2 : P OP - STO R E

// To create a luxurious yet emotional experience through the use of the pop-up. // To create awareness of the LUXARITY brand. // To promote consciousness in the way consumers shop. // Incorporate elements that evoke emotions and engagement the customer through out its shopping journey from buying to contributing back to the society.

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MOM E N T S O F LOV E PHAS E 2 : P OP - STO R E MO O D B OA R D

Moments of love: The true and affectionate snippets of time that we treasure with our loved ones.

Our Moments of love includes First love, True love, Bromance, Trends with benefits and New love. Do you remember the first time you fell in love with someone? Who is the love of your life? Nothing can beat the true friendship between two men. How many people are following the latest fashion trends everyday? New love is always so exciting and so tempting isn’t it? Together our 5 moments of love will bring you the most authentic concept and elevate customer’s shopping experience to a whole new level.

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5 MOMENTS OF LOVE

Bromance True Love First Love Trends with benefits New love

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MOMENTS OF LOV E P HAS E 2 : P O P - STO RE

5 MOMENTS OF LOVE Bromance True Love First Love Trends with benefits New love Th e s e 5 mom e nt s are i nc orp orat e d w i t hi n t he s t ore t hroug h bas ic s h apes . The re are fe w reas ons t hat w e re c ons i d e re d be fore ju mp i ng i nt o t he i nc orp orat i on of s hap e s . Fi rs t l y, t h e con ce pt of fam i l i ari t y. S hap e s are p art of our e v e ry d ay life , from ro und c e real b ow l t o t he re c t ang l e s m art p hone , t h e y are pre s e nt i n our s ub c ons c i ous m i nd b ut hol d s hi g h e mot ion al c onne c t i ons . S e c ond l y, The c hoi c e of b as i c s h ape s was m ad e d ue t o t he i r p rop e rt y of ab s t rac t i on an d ope n t o i nt e rp re t at i on s i m i l ar t o t he 5 m om e nt s t he y re pre s e n t . Ev e n t houg h t he 5 m om e nt s are l ab e l e d w i t h t it le s howe v e r, one ’s j ourne y w oul d b e d i ffe re nt t o ot he r ’s e mot ion al j ourne y. Fi nal l y, t he s e s hap e s hol d s t rong mean in g wit hi n t he m s e l v e s b ut w he n ac c om p ani e d w i t h s imilar or ot he r b as i c s hap e s c reat e a ne w w orl d of d e s i re and ex p e ri e nc e .

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COLOR AND TEXTURE BOARD

Bromance True Love First Love Trends with benefits New love

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MOM E N T S O F LOV E PHAS E 2 : P OP - STO R E

5 MOMENTS OF LOVE

Bromance The section of Bromance celebrates men’s friendship and embraces the idea of a fluid society. There are no boundaries and rules when it comes to love. We symbolized the section by two vertical rectangles that are strong, united and compliment each other. The product range under this section is a combination of luxury men’s wear and accessories.

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MOM E N T S O F LOV E PHAS E 2 : P OP - STO R E

5 MOMENTS OF LOVE

True Love The section of True Love represents eternal love that always remains in your heart. There is no expiration date when it comes to true love as well as classical luxury item. We symbolized the section by a circle that evokes continuity and repetition. The product range under this section is a combination of classic, exclusive, high-end label items.

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MOM E N T S O F LOV E PHAS E 2 : P OP - STO R E

5 MOMENTS OF LOVE

First Love The section of First love visualize one’s first experience of falling in love at first sight, also the first moment of falling in love with your accessories. This section visualizes your first love moments. We symbolized the section by the LUXARITY heart cutout rectangle as it connects to the idea of first spark of love that remains within us forever. The product range under this section are luxury accessories (shoes, bags, hats, sunglasses, and jewelry)

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MOM E N T S O F LOV E PHAS E 2 : P OP - STO R E

5 MOMENTS OF LOVE

Trends with benefits The section of trends with benefits is word play on friends with benefits. It displays the trends of 2017 and 2018. The exclusively selected items can be showcased in its own section as Phase 2 target customers are highly trend focused. We symbolized the section by one horizontal rectangle with two circles that The product range under this section are a combination of most trends items.

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MOM E N T S O F LOV E PHAS E 2 : P OP - STO R E

5 MOMENTS OF LOVE New Love Given a new life to pre-owned luxury goods is the definition of new love which is always exciting, tempting and romantic. Up-cycling is often a challenge because not only one has to be educated with adequate amount of sustainable fashion knowledge but also to incorporate the craftsmanship to do so is certainly not easy but with the expertise and creativity SCAD fashion design major students can provide, giving a new life to pre-owned luxury items is no longer a challenge. Through SCAD education, fashion design students have learnt sustainable design techniques such as zero waste pattern making, minimal seam construction, up-cycling etc.

Our SCAD fashion design major students can help complete the cycle of sustainable fashion by linking the product’s last stage of life back into step one again by providing it a new life cycle in order to complete the ecosystem which is the core belief of LUXARITY. This section will include both the new grant graduate winners from last year’s donations as well as up-cycling by SCAD students.

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STAG E 5 P O P - UP STOR E DES I G N

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PO P - UP STO R E O PT I O N 1

Key points: // // // // //

360 Customer Journey Experience Emotional Connection Organic shapes Color Identity

The whole store concept was developed from 3 main elements as our key design strategy. First, we want to create a 360 customer journey, which shoppers can experience the four moments of love as they walk along the corridor that is surrounded by frames.

Secondly, we emphasized on the use of shapes. The whole store was built in the shape of LUXARITY’s logo, and each section was represented by a different shape respectively as well. The third element will be color. Different colors were used in the store design, to categorize and identify each section.

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PO P - UP STO R E O PT I O N 2

Key points: // // // //

Customer journey Organic shapes Cost effective/ low Budget Emotional connection

This second option is purely inspired by the “Moments of Love”, taking the interaction between two people and how they engage and share their feelings as the focal point We decided to take this idea further and represented with organic shapes that simulate the interconnection between two life lines, in which “Moments of love” take place. Emotional connection is presented in this concept, because we are trying to remind people of love, and the memories they make within the moments they share together.

The goal for this second proposal was to keep a low cost and create a sustainable awareness by using materials that can be reused after the pop-up store.

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92 PO P - UP STO R E O PT I O N 2 TE X T U R E B OAR D

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STAGE 6 AP P L ICAT I ON / CAM PA I GN

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POP - UP STO R E A P P LI CAT I O N

Assortment planning strategy is the solution for unorganized retail space. Throughout our strategic approach, we divided merchandise percentages under colors and moments in order to provide efficient and smooth shopping journey to customers.

In order to operate outstanding retail space, good visual merchandising is significant part of retail space. We will be displaying merchandise by colors and styles. For instance, Bromance merchandise are organized by colors such as light and dark colors. The black shirts will display with black colors items and others are organized by similar colors. In a way, customers are able to find item easily and the space provides outstanding, yet convenient shopping journey.

Accessories Day 1 Day 2 Day 3 Total Apparel Day 1 Day 2 Day 3 Total

First Love

First Love

10% 2% 3% 15%

0% 0% 0% 0%

True Love

1% left over 1% 2%

True Love

15% 10% 5% 30%

Bromance

Trends with benefit 1% 1% leftover leftover leftover 1% 1% 2%

Bromance

10% 2% 3% 15%

Trends with benefit 20% 10% 5% 35%

20%

80%

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PO P - UP STO R E A P PL ICAT ION MA R K ET I N G CAMPAIG N

The campaign banner is an example of the direction we envision the shapes and strategies blend. The example banner contains the shape associated with Bromance and through this banner we can target the customer to donate as well as be part of receiving the services. The October campaign was around Wardrobe switch and what better way then someone come and clean your closet as well as give life a second life to your luxurious goods.

102

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POP - UP STO R E AP PL ICAT ION CO LLA B O R ATIO N W ITH STE LLA MCCA RT NEY

LUXARITY will team up with Stella McCartney in collaboration to create a capsule sustainable fashion collection & to create a limited edition handbag that would be given to the most generous donors of Phase 1 target group. Stella McCartney is not only a fashion designer but also an activist, animal advocate who is a committed vegetarian by using faux fur, vegan leather, producing garments with sustainable materials. Stella McCartney, as a fashion designer shares the same belief and ethics as LUXARITY. As Stella McCartney and LUXARITY together we stand as core believers in sustainable fashion. Together as a team, we can provide a sustainable community that can improve the complete cycle of fashion production from manufacturing to selling phase to recyclable stage and more importantly linking the product’s last stage of life back into step one again by providing it a new life cycle again.

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MOM E N T S O F LOV E LU XA RI TY P O P - U P STO R E

True luxury is defined by the emotional connection between the label & customers, the exclusivity and experience LUXARITY can provide to their clientele in order to develop a love attachment between LUXARITY’s clientele and the pre-owned luxury items they purchased. LUXARITY redefines what luxury is by creating a sustainable ecosystem and this venture is “Moments of Love”. The moments from Moments of Love are the core to today consumer’s buying habits and also our deep belief in sustainable fashion. We believe every person can express the moments at LUXARITY through donating their goods or by purchasing pre-owned luxury items.

With LUXARITY and Moments of Love, we will create a sustainable community to support education & provide opportunities to new generation of designer. We thank you for your support.

Arnsdorf temporary concept store by Edwards Moore. (2011, August 11). Retrieved June 05, 2017, from https://www.dezeen. com/2011/02/22/arnsdorf-temporary-concept-store-by-edwards-moore/ COS pop-up store. (2017, April 28). Retrieved June 05, 2017, from https://www.dezeen.com/2015/11/09/snarkitecture-uses-steelsheets-with-garment-shaped-cutaways-for-cos-pop-up-shop-in-la/ Gretchen Frazee; 2016; How to Stop 13 million tonnes of clothing from getting trashed each year ; Retrieved from http://www.pbs.org/ newshour/updates/how-to-stop-13-million-tons-of-clothing-from-getting-trashed-every-year Hermes. (2017, January 06). Retrieved June 05, 2017, from http://www.storeystudio.com/project/hermes/nordstrom-pop Insights, B. (2017, May 22). How Retailers Can Reduce The Carbon Footprint From Online Shopping [Infographic]. Retrieved June 05, 2017, from https://www.forbes.com/sites/baininsights/2017/05/22/how-retailers-can-reduce-the-carbon-footprint-from-onlineshopping-infographic/#7765a53404a2 Pacific Place - About. (n.d.). Retrieved June 05, 2017, from http://www.pacificplace.com.hk/en/about.aspx Tracy Sun;2016; Data Alone Can’t Decode the Fashion Consumer; Retrieved from https://www.businessoffashion.com/articles/opinion/ data-alone-cant-decode-the-fashion-consumer