Retail Marketing By Tanya Dobrevska & Maria Estegneeva
Bohemian chic
Bohemian Meaning • Back to 1960, the Hippie look • Stereotypical way of life of intellectual/artists • Free spirit & thinking & independent mind
Earthy and Natural
Vintage and Ethnic
Loose & Layered & Relaxed
Bohemian wearing style • Natural fabrics & elements: cotton, linen, leather, wood, stone, shells • Flowing silhouettes: maxi dresses, empire cuts, flared pants, faded cutoff jeans, peasant blouses, ankle-length gipsy skirts, shaggy waistcoats, bell-sleeved tops • Intricate design & trimmings: top stitching, bat wings, florals, smocking, heavy folk embroideries, wooden buttons, nature prints
Bohemian wearing style • Rustic fabrics: aged leather, chunky knitwear patchwork, tie-dye • Casual accessories: organic jewelry, slouchy hobo bags, headbands, broad floppy hats, hip slung belts, over-sized sunglasses, classic aviators, cowboy boots, espadrilles, leather sandals, • Earthy colors: with lots of brown, looking matte, shine is minimum
Hair & Make up
• Hair: - tumble hair - tousled wave hair • Make up: - minimal - keeping to mascara - concealer - nude gloss - fresh sweep bronzer
Target Life stage 1 • Young women (18 -25) years old • Location: Los Angles, London • Educations: Students • Occupation: Model, stylist, blogger • Brands: Topshop, Acne Jeans • Fashion dependence: Adopters • Shopping areas: main streets and outskirts • Type of Service: attended
Target life stage 2 • Women (25-35) years old • Location: NY, LA, Paris • Education: University Environment, attend different courses • Occupation: green activist, blogger, communication field, actress • Brands: Marc by Marc Jacobs, Chloe, Anna Sui • Fashion dependence: leaders, adopters • Type of service: Attended
Music • • • •
Kesha Erykah Badu M. I. A. Inspired by travel experiences • Groove Arabic
Target Hobbies • Travel • Shopping • Social responsibility • Flirt
Movies
Books
Cars
Competitors
price
QK BCN
Nice things
Nekane
ese o ese
trend/style
Brand Values • Boho lifestyle • Originality • Your own identity • Style • Functionality
Target • Gender: Female • Location: Barcelona • Age: (18-25); (25-35); (35 – 45) • Income level: average • Fashion dependence: adopters • Shopping preference: main streets/ outskirts Clothes for girls
Location • Strategic markets: Madrid, Barcelona
• Streets: Rambla Catalunya 113 Calaf 19 Valencia 235 Muntaner 438 Shopping mall: L` illa
Shopping mall L`illa • Perfect in terms of traffic • Appropriate for NKN target • QK BCN, ese o ese – main competitors, placed right to NKN
The shop we analyze
Neighbors Potential shops they may visit
Always close to their main competitors
Misako Yamamay Geox Cosas Swarovski
Nice things QK BCN ese o ese
Product place Mannequins
Sales Basics and bottom
Cashier
Sales top trendy
Evening dresses
Fitting rooms
Belts Evening dresses
Girls
en tra nce Basic and accessories
New collection
- mirror - furniture
Sales top and dresses trendy
Fitting rooms
Shoes
Storage
Natural circuit Mannequins
Sales bottom
Cashier
Sales Top
Evening dresses
Fitting rooms
Belts Evening dresses
Girls
en tra nce Basic and accessories
New collection
- mirror - furniture
Sales top and dresses
Fitting rooms
Shoes
Storage - natural circuit
Natural and forced circuit Mannequins
Sales bottom
Cashier
Sales Top
Evening dresses
Fitting rooms
Belts Evening dresses
Girls
en tra nce Basic and accessories
New collection
- mirror - furniture
Sales top and dresses
Fitting rooms - forced circuit - natural circuit
Shoes
Storage
Warm and cold areas en tra nce
- cold area - warm area
Storage
Warm and cold areas (with a product placement) Mannequins
Evening Sales Basics and dresses bottom
Cashier
Sales top trendy
Fitting rooms
Belts Evening dresses
Girls
en tra nce Basic and accessories
New collection
- mirror - furniture
Sales top and dresses trendy
Fitting rooms - cold area - warm area
Shoes
Storage
Category management Depends on • Use • Types of garments • Colors • Themes
Interior Design
• Furniture the brand’s identity stamp transmits • Do not have stoppers in the center • The lightening is cozy yellow-white
Interior Design
Windows Rambla Catalunya • Showing brand image by furniture, colors and clothes • Showing two target groups: women and girls • Does not have the back wall
Windows Rambla Catalunya
Windows: other shops Muntaner Outlet
L` illa
Visual merchandising
• Combined frontal and lateral • Only one size is displayed • Do not have a lot of mannequins in the store • Do not have table displays • The center of halls in a shop is empty
Visual merchandising
Communication elements • They display the packages and the perfumes • Different packages for different products • A lot of decorations such as ( flowers on scarves, frames with the signs of new collections)
Conclusions Advantages • The location is coherent according to our target • Interior design is very attractive to our target • The general atmosphere in mystery shopping has a high level
Conclusions Disadvantages and Proposals 1) Category management: Mistake: focus on tops and dresses Proposal: combine tops even with basic bottoms (if they do not have enough in the collection) 2) Windows display: • Mistake 1: put the clothes on the floor • Mistake 2: writing the prices by hand Proposal: have a low display (kind of a small bench), print the prices
Conclusions Disadvantages and Proposals 3) Visual merchandising: Mistake 1: sometimes put one garment on another (on lateral hangings) Mistake 2: The end of a shop is empty Proposal: hang garments separately, warm up the end of the store with evening dresses
T H A N K
Y O U !!!