bohofinal

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 !!!