/ HONG KONG POP UP SHOP
MAGGIE HOYLE FASM 410 RENDERINGS BY AMY YU
3 EXECUTIVE SUMMARY THE GREAT CHAIN OF SLEEPERS about the collection company category / market size SWOT 9 COMPETITION ANALYSIS competitive shopping anaylsis direct competitors indirect competitors 18 CUSTOMER ANALYSIS target market VALS 3 target customers 22 LOCATION ANALYSIS pop up objectives 3 locatiown + analysis final location 27 HV X HK POP UP SHOP materials exterior interior 40 HV X HK ASSORMENT PLAN 61
HV X HK ASSORTMENT BREAKDOWN
65
HV X HK PLANOGRAMS
74 HV X HK PROMOTION PLAN elements posters + social media
Henrik Vibskov, named after the creative director, is a fashion brand that is not just limited to that. Vibskov has an exploration into many avenues of the art world and continues to push the boundaries of where his brand can go. HV has begun to explore his market in Asia, showing in Japan fashion week most recently, but he has not fully tested the waters. The Asian market is one that is brand oriented and are early adopters of trends and new brands. HV could use this to their advantage as they are still growing their brand recognition. This pop up shop aims to do just that, to explore the Asian market further to see if this is a location that could be beneficial. Since HV is so art oriented, the pop up will be positioned around the Art Basel Hong Kong week in late March 2018. The store will reflect his artistic values of not only a fashion designer but his ability to create unique spaces with installation art and textile design.
A W 17
S S 17
A W 15
A W 16
S S 16
A W 12
Henrik Vibskov is a Danish brand based out of Copenhagen. Founded by Henrik Vibksov in 2003 on versatility and collaboration between artisitc venues. The brand integrates fashion, installation art, furniture and music to create unique spaces spaces and “universes” around each collection. Each collection, represented through these curated universes, are accompanied by an equally quirky and unique name:
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SS18
The Spaghetti Handjob Salami Kithcen on the Non Existent The Messy Massage Class The Hot Spray Escape
Each one guided by Vibskov’s forward thinking designs and avant garde approach. Starting out as a knitwear designer, that foundation comes stand strong through his evolving collections and emphasis on texture. Located in Copenhagen, Henrik Vibskov opened his first store location in 2006 and quickly grew into much more. While holding true to that first location, he take Denmark to other places - next opening a store in New York City in 2011. He then branched into coffee, opening a shop close to the Copenhagen store. Vibskov continues to ex pand,exhibiting and showcasing his many forms of art all over the world as well as his collections.
Ready to Wear - based in Copenhagen Scandanavian market Infultrating the US market and Japanese market “New Nordic Movement", a term to describe 21st century design in various media as practiced by designers from Northern European countries HV mission is not necessarily profit driven, he creates his artwork and hopes his customer connects
Afforadable luxury market segment (saw the largest growth of any segment in 2016, 3-3.5%) 300 - 4000 HKD average price Direct to consumer brand that makes high quality goods without the markup because of a middleman
S w o t STRONG BRAND IDENTITY STRONG MARKET IN ASIA (STATED IN INTERVIEW W/ LAB MAGAZINE) EXPERIENCE WITH INSTALLATINS AROUND THE WORLD - FAMILIAR WITH MANY MARKETS AND REGIONS
THE ARE SCENE IN HONG KONG - IS IT BIG ENOUGH TO APPRECIATE THE MISSION OF HV
NEW MARKET TO EXPLORE A BRICK & MORTAR STORE
WEATHER - PRODUCES (NOT ONLY) BUT A LOT OF KNITWEAR
SELLS PRODUCT IN 5 STORES IN HK, WOULD OPEN UP VENUE FOR MORE ART AND TO CREATE A SPACE
SOCIAL MEDIA FOLLOWING
GAINMORE RECKOGNITION IN CHINA CHINA MARKET GROWING
UNDISCOVERED MARKET THIS WOULD BE A TEST, ROOM FOR FAILUR RESPONSE IS UNKOWN
COMPETITIVE SHOPPING ANALYSIS
PRODUCT LINE
MARKET POSITION
CLOTHING MENS&WOMENS
CLOTHING + ACCESSORIES
MORE LOCAL BASED OUT OF LA
STREETWEAR STYLE W/ CDG CUSTOMER
COMPETITIVE ADVANTAGE
UP & COMING BRAND
PRICE RANGE
MID-RANGE $100-400
BROAD RANGE OF PRODUCT
MIDHIGH
CLOTHING + ACCESSORIES
MULTI BRAND
TECHNICAL, FABRICATION
SHOWCASE ART + CLOTHING IN SPACE
BROAD RANGE OF PRODUCT, STOCKHOLM, ECCENTRIC
HOUSES MANY DESIGNERS
HIGH $400$3000
HIGH
CLOTHING & ACCESSORIES WOMENS
TECHNICAL AND FEMININE
TECHNICAL AND FEMININE
MID - RANGE $150 - $600
DIRECT competitors
x ACNE STUDIOS X MARQUES ALMEIDA X COMME DES GARCONS
acne studios Acne Studios is a Stockholm-based fashion house with a multidisciplinary approach. Through founder and Creative Director Jonny Johansson’s interest in photography, art, a rchitecture and contemporary culture, an alternative path has been found, turning Acne Studios into a well-respected creator of readyto-wear, magazines, furniture, books and exhibitions.
Hong Kong competition: Location (Ice House Street 10 New Henry House (Shop 9)
Price Target Customer
marques’ almeida Trained both in womenswear, Marta Marques and Paulo Almeida subscribe to the Helmut Lang school of thought, where ‘fashion is about attitude not hemlines’. While their aesthetic evokes raw effortlessness, the pair’s technical sensibilities are revealed in the construction of each piece. Cutting their teeth at Vivienne Westwood and Preen respectively, Marques and Almeida took the natural course of combining talents while on the MA at Central Saint Martins – hitting the mark between impulse and consideration.
Hong Kong competition: Location (PACIFIC PLACE Mall Queensway 88 Hong Kong)
Price Target Customer
comme des garcon Kawakubo’s nonconformist clothes are the visible expressions of her inner life, a passionate cauldron of ideas, feelings, and intuitions. For Spring 1992, she showed garments that looked like the paper patterns of clothes rather than the actual cloth clothes themselves, and for Spring 1997, she sent out outfits with outrageously bulbous lump-and-bump padding, genuinely stunning an audience that you’d expect to be unflappable.
Hong Kong competition: Location (Ice House Street 10 Shop B2 Hong Kong)
Price Target Customer
inDIRECT competitors
X ECKHAUS LATTA X DOVER STREET MARKET
Online competitor Similar brand aesthetic Slightly lower prices Not located in Hong Kong
Online competitor Similar brand aesthetic Multi-brand apprach same as HV store Not located in HK but does have Asian market presence
target market
ECCENTRIC SOPHISTICATION WHIMSICAL APPRECIATES ART AND DESIGN FORWARD THINKING CURATED LIFESTYLE AND FASHION MALE/FEMALE - BLURRED LINES WIDE AGE RANGE - MOSTLY MILLENIALS COMING INTO THE MAREKT (AGES 21-35)
innovators 30%
experiencers 40%
thinkers 20%
believers 10%
Hong kong based customer
intl art basel tourist
Mainland china art basel tourist
x Spread brand awareness into the Hong Kong market x Further test out the success of Henrik Vibskov in an Asian Market x Launch the latest ready to wear collection Spring/Summer ‘18
pop up objectives
x To introduce the brand identity to a new market while upholding the strong sense of creativity revolving around art and installation X DATES: March 23 - April 5 2018
location options
location options Analysis Location
Price
Size
Proximity to Art Basel
1 Wan Chai OutDoor Space
Approx. HKD $120,960
545 Sq Ft
20 min drive Walking Distacne
2 K11 Art Mall in TST
Approx. HKD $558,58
600 Sq Ft
22 min MTR
3 Central Two Story Pop Up
Approx. HKD $84,000
1,200 Sq Ft
10 min drive
Final Location CENTRAL POP UP
X CHEAPEST ,CLOSEST TO ART BASEL & LARGEST X LOCATED IN BETWEEN THE SHUENG WAN ART DISTRICT AND ART BASEL LOCATION X HIGH FOOT TRAFFIC X LIMITATIONS WITH INTERIOR WALLS BUT CAN BE INSTALLED X TWO STORIES - more space X 7.17 MILLION POP. X HIGHEST MONTHLY MEDIAN INCOMES AT $33,000 HKD (Ellen Sheng)
INTERIOR MATERIALS
pop up mood
X Stay in line with the brand by keeping the exterior subtle and using the white cement walls X The idea is to have the interior so plush and colorful that passerbuys are drawn to the interior by the slivers of what they can see through the two windows X Contrasting the rough and simple exterior with the overwhelmingly lush interior to create and interest and welcoming feeling X The signage will follow in line with being simple, two signs that stick out from the front - made in a red plexiglass to draw the attention by the people
EXTERIOR
FLOOR PLAN
ENTRANCE
MAIN CLOTHING DISPLAY
COFFEE BACKSTOCK
COFFEE/BEER SERVICE
BAR SEATING
DISPLAY & SHELVING
SHELVING DISPLAY
CLOTHING DISPLAY
TEXTURED WALL FOR PHOTOS CLOTHING STORAGE
DRESSING ROOMS
LOUNGE AREA
BATHROOM
STAIRCASE
WALL ACCESSORY DISPLAY
MIRRORS & LIGHTING
STAIRS/ ENTRANCE TO TOP FLOOR
“NOT ONLY WITH A FASHION LABEL, BUT A MULTITUDE OF TWISTED YET TANTALISING UNIVERSES CREATED IN RELATION TO EACH COLLECTION” (HV Website Biography)
X SImilar to the exterior, the interior will be a contrast between hard and soft, simple and dramatic X Henrik Vibskov is know for the spaces he creates with his collections and this space should follow that mentality - completely encompassing the viewer X Colors: pulled from the SS18 collection with pops of red and concrete to balance X Materials: space divided into four sectionseach section created uniquely to give a new sensation all out of materials used in his collections and exhibitions X Light inspiration pulled from Dan Flavin installation artist - flourescent rods X The space feels highly tactile for the shoppers to bettwer experience the world of HV X Abscence of checkout counter, handheld devices to check out
First floor entrance - displays
Intierior display
First floor rear - dressing rooms
Second floor entrance- view from lounge area
Second floor rear - view from coffee counter
RENT = HKD $84,000 INTERIOR MATERIALS= 50,000 LABOR = HKD $1,469,300 * TECHNOLOGY = HKD $5,500 MARKETING = HKD $7,000 TOTAL = HKD $1,615,800 *14 DAYS LONG 8 EMPLOYEES PER DAY HKD $55 / DAY OPEN 10 HOURS A DAY
SS18
About the Collection: Vibskov found a certain fascination in the thoughts we dive into, and in the movements and positions we sleep in, the colours, shapes and materials. The door between the dreamer and his reality (the outside world) is never closed for Vibskov. Images, ideas, emotions, and sensations are all part of it as they fill our minds while we sleep. Nightmares and dreams create a world filled with stories; flamboyant, illogical and even a bizarre world of surreal events – all of this was explored and on display at the show. The SS18 collection is a Vibskov classic – luxury materials, layers, structures and usual shapes. However, there is a creative twist to each garment and that gives the very wearable looks a sort of dreamy casual, but mysterious vibe. Loose silhouettes, funky details and a clash of patterns from the two worlds, create a perfect wardrobe for the upcoming Scandi spring/summer. (Nordic Style)
PRODUCT CATEGORIES X Coats + Jackets X Dresses X Trousers X Blouses X Knitwear X Shoes X Accessories x Bags x Eyewear x Scarves x Hats x Socks Products chosen and assorted with consideration to: Hong Kong environment and temperatures Customer Target Customer and average size Space limitations HK Trends fro SS18
HV X HK ASSORTMENT PLAN Womens’ Separates
Size
% of Total
Avg Price Point (HKD)
Purhcases (HKD)
Avg Items per Day
Coats + Jackets Dresses Bottoms Blouses Knitwear Shoes
XS-M XS-L XS-L XS-L XS-L 35-40
3.60% 6.00% 5.40% 4.50% 6.00% 4.5% 30%
$4,250 $2,963 $1,964 $2,690 $1,864 $2,204 $2,656
$10,800 $18,000 $16,200 $13,500 $18,000 $13,500 $300,000
8.07
S-XL S-XL S-XL XS-L 37-44
3.60% 6.60% 8.40% 6.00% 5.40% 30%
$3,351 $1,788 $2,772 $2,155 $2,204 $2,454
$10,800 $19,800 $25,200 $18,000 $16,200 $300,000
8.73
N/A N/A N/A N/A N/A
6.00% 8.00% 8.80% 6.00% 11.20% 40%
$3,132 $3,700 $1,300 $1,739 $165 $2,007
$24,000 32,000 $35,2000 $24,000 $44,800 $400,000
14.23
$1,000,000
31.04
Mens’ Separates Coats + Jackets Bottoms Shirts + Tees Knitwear Shoes Accessories Bags Eyewear Scarves Hats Socks
Total
100%
[
HV X HK Assortment Plan
] 3.6% OF TOTAL
[
HV X HK Assortment Plan
]
6.6% OF TOTAL
[
HV X HK Assortment Plan
]
8,4% OF TOTAL
[
HV X HK Assortment Plan
]
8.4% OF TOTAL
[
HV X HK Assortment Plan
]
6.0% OF TOTAL
[
HV X HK Assortment Plan
]
3.6% OF TOTAL
[
HV X HK Assortment Plan
] 6.0% OF TOTAL
[
HV X HK Assortment Plan
] 5.4% OF TOTAL
[
HV X HK Assortment Plan
]
4,5% OF TOTAL
[
HV X HK Assortment Plan
]
6.0% OF TOTAL
[
HV X HK Assortment Plan
]
4.5% OF TOTAL
[
HV X HK Assortment Plan
]
5.4% OF TOTAL
[
HV X HK Assortment Plan
] 11.2% OF TOTAL
[
HV X HK Assortment Plan
]
6.0% OF TOTAL
[
HV X HK Assortment Plan
]
6.0% OF TOTAL
[
HV X HK Assortment Plan
]
8.8% OF TOTAL
[
HV X HK Assortment Plan
]
8.0% OF TOTAL
BR EAKDOWN
[
HV X HK Assortment Plan
]
[
HV X HK Assortment Plan
]
[
HV X HK Assortment Plan
]
1 2
3
4
5
6
1
1
2
EYEWEAR
SOCKS
* disply folded
TEES
* disply folded
SHOES
* disply both shoes
3
BAGS
TEES
* disply folded
SOCKS
* disply flat, one of each
SHOES
* disply one of each
4
HATS
* disply on wall
BAGS
* disply on wall
5
EYEWEAR
SCARVES
* display on side table
* display spirled on side table
6 SHOES
* display one of each on wall unit
X POSTERS FOR ARTBASEL X EXISITING STORE TAKE AWAYS X INSTAGRAM (45.9K FOLLOWERS) X SENDING OUT INVITATIONS TO LOCAL INFLUENCERS X BLOG POST ON HV WEBSITE
HONG KONG POP UP MARCH 23,2018 LAUNCH PARTY
HONG KON G POP UP MARCH 23 - APRIL 5
H O K O POP
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M A R 2 3 , 0 L A U N P A R
G G UP
C 1 C T
H 8 H Y
HONG KON G POP UP MARCH 23 - APRIL 5
Bright Pop-Up Store in Wan Chai. (2017, October 04). Retrieved October 20, 2017, from https://www.thestorefront.com/spaces/hong-kong/hong-kong-island/24094-bright-popup-store-in-wan-chai Ideal Pop-Up Space in TST Mall. (2017, June 23). Retrieved October 20, 2017, from https://www.thestorefront.com/spaces/hong-kong/kowloon/16193-ideal-pop-up-spacein-tst-mall Bachlakova, P. (2014, June 23). HENRIK VIBSKOV. Retrieved October 20, 2017, from http://thelabmagazine.com/2014/06/23/henrik-vibskov/ Dorosheva, V. (2015, February 5). The Messy Massage Class of Henrik Vibskov. Retrieved October 20, 2017, from http://www.thekinsky.com/fashion/the-messy-massage-class-ofhenrik-vibskov/ Olsson, E. (2014, December 8). Henrik Vibskov, Copenhagen interview | Scandinavian Traveler. Retrieved October 20, 2017, from https://scandinaviantraveler.com/en/people/ henrik-vibskov-cut-from-a-different-cloth (2011, Summer). Retrieved October 20, 2017, from https://vimeo.com/31442456 (n.d.). Retrieved October 20, 2017, from http://hk.k11.com/en/Home.aspx HENRIK VIBSKOV. (n.d.). Retrieved October 20, 2017, from http://www.henrikvibskov. com/ Hong Kong Pop-Up Stores Neighborhood Guide STOREFRONT. (2017, August 22). Retrieved October 20, 2017, from http://blog.thestorefront.com/happening-hong-kongthe-best-neighborhoods-for-pop-up-stores/ Census and Statistics Department. (2011). 2011 Population Census - Fact Sheet for Yau Tsim Mong District Council Tsim Sha Tsui West (E01). Retrieved October 20, 2017, from http://www.census2011.gov.hk/pdf/fact_sheets/ca/E01e.pdf
references
Census and Statistics Department Hong Kong Special Administrative Region. (2014, April). Population and Household Statistics Analysed by District Council District. Retrieved October 20, 2017, from https://elearning.scad.edu/bbcswebdav/ pid-1609862-dt-content-rid-24988945_1/courses/FASM-410-H01-12105.201810/ FASM-410-H01-12105.201810_ImportedContent_20170905063530/FASM410-H01-10049.201710_ImportedContent_20160908095531/HK%20IIncome%20by%20 district.pdf
Www.acnestudios.com. (n.d.). Retrieved November 15, 2017, from http://www.acnestudios.com/us/en/home Control, R. I. (n.d.). Doverstreetmarket.com. Retrieved November 15, 2017, from http:// london.doverstreetmarket.com/ Marques ‘ Almeida Home | Marques ‘ Almeida. (n.d.). Retrieved November 15, 2017, from https://www.marquesalmeida.com/ Shop. (n.d.). Retrieved November 15, 2017, from https://shop.eckhauslatta.com/ Comme des Garçons News, Collections, Fashion Shows, Fashion Week Reviews, and More. (2017, September 30). Retrieved November 15, 2017, from https://www.vogue. com/fashion-shows/designer/comme-des-garcons Co, M. T. (2016, October 17). What You Need to Know About Dover Street Market. Retrieved November 15, 2017, from https://hk.asiatatler.com/style/dover-street-market Retail meccas: Hong Kong. (n.d.). Retrieved November 15, 2017, from http://ellensheng. com/retail-meccas-hong-kong/ Pop-Up Store in Affluent Central. (2017, September 19). Retrieved November 15, 2017, from https://www.thestorefront.com/listings/ref/28539 Henrik Vibskov SS18: Paris Men’s Fashion Week. (2017, June 29). Retrieved November 15, 2017, from http://www.scandinaviastandard.com/sleep-on-a-clothesline-behind-thescenes-with-henrik-vibskov-ss18-in-paris/ used for photos
references
Basel, A. (n.d.). Art Basel Hong Kong | Hong Kong. Retrieved November 15, 2017, from https://www.artbasel.com/hong-kong