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TABLE OF CONTENTS
TABLE OF CONTENTS......2 ETHOS OF THE BRAND....4 STORE LOCATION.............7 THE SPACE.....................10 STORE APPEARANCE.....23 WINDOW DISPLAY.........72 EXTERIOR......................84 STORE ESSENTIALS........93 SWING TAGS..............94 PACKAGING..............97 STAFF............................98 STOCK GUIDELINES......101 ONLINE STYLE GUIDE...103 BIBLIOGRAPHY..........115
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ETHOS OF THE BRAND
THE WARDROBES CORE OBJECTIVE IS TO PROMOTE SUSTAINABLE CONSUMPTION AND CIRCULAR ECONOMY. WE WANT TO SAVE THE CLOTHES FROM GOING TO THE LANDFILL AND ALLOW THE OWNERS TO BENEFIT FROM THEIR UNWANTED ITEMS. OUR MAIN MISSION IS TO SHOWCASE THAT SECOND- HAND CLOTHING DOESN’T NEED TO LOOK UNAPPEALING OR UNWEARABLE. WE PLAN TO DEMOLISH THE PERCEPTION THAT YOU CAN’T FIND TRENDY CLOTHING FROM A SECONDHAND STORE. THE PRODUCT SELECTION INCLUDES A VARIETY OF BRANDS
WHICH FEATURE SOME OF THE LATEST TRENDS SO EVERYONE HAS A CHANCE TO FIND SOMETHING FOR THEMSELVES. FURTHERMORE WE OFFER A SERVICE IN- STORE WHERE CUSTOMERS HAVE A CHANCE TO SELL THEIR ITEMS IN STORE BY RENTING A BOX. THIS IS A GREAT ALTERNATIVE FOR ONLINE RESELL SITES, WHICH REQUIRE A LOT OF YOUR OWN TIME AND EFFORT PUT INTO. SELLING YOUR CLOTHES HAS NEVER BEEN EASIER- IT’S TIME TO STOP LETTING YOUR GARMENTS COLLECT DUST AND HELP THEM FIND NEW OWNERS! THE WARDROBES GIVES PEOPLE A CHANCE TO BE FASHIONABLE WITHOUT HARMING THE PLANET UNLIKE OTHER RETAILERS IN THE MARKET. JOIN US TO BECOME MORE SUSTAINABLE AND LOOK GOOD BY DOING GOOD.
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STORE LOCATION
SHOPPING ONLINE HAS BEEN GETTING MORE POPULAR HOWEVER, CUSTOMERS STILL LIKE TO TOUCH AND FEEL PRODUCTS WHICH IS WHY THE WARDROBES HAS CHOSEN TO LAUNCH A PHYSICAL STORE. AS THE HIGH STREET CONTINUES TO DIMINISH, DIFFERENT ARCADES ARE GETTING MORE POPULAR EVERY DAY. THEY ARE BECOMING A GO-TO DESINATION FOR SHOPPERS ACROSS CARDIFF AND THE TOURISTS VISITING THE CITY. THIS BUSINESS HAS CHOSEN TO BE PRESENT IN THE HIGH STREET ARCADE. THE LOCATION IS EASILY ACCESSIBLE BY FOOT AND BASED IN THE CITY CENTRE. IT IS KNOWN FOR ITS VARIETY
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OF SHOPS AND EATERIES- FOR INSTANCE THE FAMOUS NEW YORK DELI, A VINTAGE SHOP AND DIFFERENT BEAUTY SERVICES. WE BELIEVE THAT THE WARDROBES WILL BRING SOMETHING NEW TO THE MARKET WHICH THIS LOCATION CAN BENEFIT FROM. HIGH STREET ARCADES ARE VISITED BY CUSTOMERS, WHO CARE FOR THE ENVIRONMENT AND ARE INTERESTED IN THE SUSTINABILE SIDE OF FASHION, WHICH IS EXACTLY THE KIND OF AUDIENCE WE AIM TO ATTRACT.
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THE SPACE
WITH TWO WINDOW DISPLAYS WHICH IS GREAT TO ALLURE CUSTOMERS IN. THE RIGHT WINDOW IS VERY SPACIOUS, WHICH MEANS THE STORE HAS A LOT OF SPACE TO UTILISE AND
THE WARDROBES HAS CHOSEN TO BE PRESENT AT 15- 17 HIGH STREET ARCADE. IT WAS SELECTED DUE TO IT’S SUITABLE LAY-OUT AND A GREAT VIBE. THE UNIT COMPROMISES OF GROUND FLOOR (52.61 SQM), FIRST FLOOR ANCILLARY (31.88 SQM) AND THE BASEMENT ANCILLARY (36.85 SQM). THE SPACE COMES
BENEFIT FROM. THE LEFT WINDOW IS ABOUT HALF THE SIZE OF THE OTHER ONE, HOWEVER IT IS PERFECT TO PORTRAY ONE- OF- AKIND ITEMS. THE GROUND FLOOR AND FIRST FLOOR WILL BE USED FOR TRADING. 15- 17 HIGH STREET ARCADE IS IN A PERFECT LOCATION WHICH COULD TRANSLATE INTO A GOOD FOOTFALL FOR THE BUSINESS- IT LINKS THE HIGH STREET WITH ST JOHNS STREET.
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“ STORE’S APPEARANCE
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MOODBOARD
WHEN PUTTING TOGETHER A MOODBOARD, THE INSPIRATION WAS TAKEN FROM A VARIETY OF SOURCES. CUSTOMERS MUST BE ABLE TO EXPERIENCE THE WARDROBES THROUGH THE VISUAL COMPONENTS CHOSEN TO SURROUND AND ENHANCE THE STORE AND OFFERED SERVICE. THE IDEA WAS TO MAKE THE STORE NOT LOOK LIKE A SECOND- HAND STORE, WHICH WOULD MAKE IT ALREADY MORE APPEALING TO THE CUSTOMERS. ”YOUNGER SHOPPERS, AGED 2534, ARE INFLUENCED WITH EASE
OF BROWSING THE WEBSITE BUT SHOPPERS OF ALL AGES SAY THEIR CHOICE OF RETAILER IS SHAPED BY A STORE THEY LIKE TO VISIT“ (MINTEL, 2019) WHICH JUST PROVES THAT IT IS VERY IMPORTANT FOR THE STORE TO LOOK VISUALLY APPEALING. THE BOXES ARE GOING TO BE BY DIFFERENT SELLERS HOWEVER THE STORE SHOULDN’T FEEL LIKE ITS BEEN PUT TOGETHER OF MANY DIFFERENT PIECES, IT SHOULD ALL FEEL LIKE A REGULAR RETAIL STORE FOR THE CUSTOMER. THE BLACK AND WHITE COMBO WAS GOING TO HAVE AN IMPORTANT PART OF THE STORE, SINCE NOT ONLY DOES IT LOOK VERY SOPHISTICATED AND MINIMALISTIC, WHICH IS WHAT THE WARDROBES IS AFTER FOR, BUT IT WOULD ALSO MAKE THE CLOTHING STAND OUT MORE FROM THE CLOTHING RAILS.
COLOUR SCHEME
COLOURS CREATE FEELINGS AND MOODS AND THEY NEED TO BE USED WISELY IN ORDER TO CREATE A SUITABLE ATMOSPHERE IN THE WARDROBES. THERE ARE GOING TO BE 4 MAIN COLOURS USED WITHIN THE SPACE- BLACK (#010101), WHITE (#F4E6D8), BROWN (#402F21) AND GREENS (#6S924C, #293F20). MALLOY (2015) HAS MENTIONED THAT GREEN COLOUR IS CONNECTED TO RENEWAL AND GROWTH, WHICH FITS THE STORE PERFECTLY. GREEN IS THE COLOUR OF NATURE AS WE ALL KNOW AND IT LOOKS GREAT PAIRED WITH WHITE AND MIXED WITH OTHER COLOURS. WHITE SHOWCASES PURITY, SIMPLICITY AND SPIRITUALITY (MALLOY, 2015) AND IN ADDITON TO THAT IT WILL
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HELP THE SPACE APPEAR LARGER. BROWN IS CONNECTED TO THE EARTH, ENDURANCE AND NATURE (MALLOY, 2015). IT IS KNOWN TO REDUCE STRESS AND CAN MAKE THE SPACE FEEL WARMER. BLACK IS GOING TO BE USED IN SMALL AMOUNTS WITH OTHER CONTRASTING COLOURS, SUCH AS WHITE. THE BLACK COLOUR SHOULD ADD ELEGANCE TO THE SPACE, WHICH IS OUR GOAL- WE DON’T WANT CONSUMERS ASSUMING IT IS A SECOND- HAND STORE, WE STILL WANT THEM TO FEEL SPECIAL SHOPPING IN THE RETAIL STORE.
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MATERIALS
METAL THE LAMPS USED IN STORE WILL BE MADE OUT OF BLACK METAL.
STEEL
WOOD
THE CLOTHING RAILS, MANNEQUIN STANDS AND ACCESSORIES HOLDERS ARE GOING TO BE MADE OUT OF BLACK STEEL. IN ADDITION TO IT BEING LIGHTWEIGHT COMPARED TO OTHER MATERIALS IT HAS OTHER BENEFITS. FOR INSTANCE IT IS VERY STRONG AND DURABLE, WHICH IS GREAT TO SUPPORT HEAVIER GARMENTS. IN ADDITION TO THIS STEEL IS A HIGHLY RECYCLABLE MATERIAL- SINCE IT IS MAGNETIC, IT IS EASY TO REMOVE FROM WASTE STREAMS, WHICH HELPS TO MAKE IT SO RECYCLABLE. STEEL DOESN’T EXPERIENCE DOWNGRADING THEREFORE EVERY TIME IT IS RECYCLED IT CAN BE USED TO MAKE THE HIGHEST QUALITY STEEL.
IN ORDER TO ACHIEVE A REAL WOOD FEEL, WHEN IT COMES TO FLOORING, WE ARE GOING TO BE USING ENGINEERED WOOD IN THE TRADING FLOORS. IN ADDITION TO IT BEING MORE DURABLE, IT IS ALSO MORE SUITABLE FOR A HIGH FOOTFALL ENVIRONMENTS IN ADDITION TO BEING EASY TO MAINTAIN. THE
HANGERS
ARE
GOING TO BE MADE OUT REAL WOOD, SINCE THEY WILL OFFER MORE SUPPORT TO THE GARMENTS AND THAN
ARE
MORE
SUSTAINABLE
PLASTIC
HANGERS.
THE DESK IN THE TRADING SPACE AND IN THE OFFICE IS GOING TO BE MADE OUT OF WHITE WOOD, GIVING A NICE FEEL TO THE UNIT.
LIGHTING
UFFORD (2017) MENTIONED HOW “IN-STORE LIGHTING CAN ACTUALLY HELP GUIDE CUSTOMERS THROUGH YOUR STORE, AND INCREASE THE AVERAGE SPEND PER CUSTOMER”. ON THE STORE FLOOR, THE MAIN EMPHASIS SHOULD BE ON THE CLOTHES. WE PLAN TO USE MODERATE LIGHTNING TO REDUCE GLARE AND HARSH SHADOWSSPOTLIGHTNING WILL GIVE THE STORE A SPACIOUS FEEL. IT WOULD SHINE THE LIGHT DIRECTLY ONTO DIFFERENT BOXES AND WILL HELP THE PRODUCTS TO STAND OUT MORE. THE WARDROBES PLANS TO BREAK UP THE SPACE WITH A MIXTURE OF LIGHT FIXTURES. NORMALLY 3 LIGHT SPOTLIGHTS WILL BE USED HOWEVER BY THE TILLPOINT, ACCESSORIES STANDS AND THE ENTRANCE WE PLAN TO USE INDIVIDUAL LIGHTS IN ORDER TO
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HIGLIGHTS INDIVIDUAL ITEMS. THE LIGHTNING USED IN-STORE SHOULD BE SOFT SINCE WE WANT THE CUSTOMERS TO FEEL RELAXED AND COMFORTABLE. THE SHOP WINDOWS SHOULD HAVE BRIGHTER SPOTLIGHTS WHICH WILL HELP THE PRODUCTS TO STAND OUT MORE FROM THE BACKGROUND. THE FITTING ROOMS AND THE FRONT MIRROR WOULD FEATURE SOFT TUBULAR LIGHTNING IN ORDER TO PROVIDE A MORE FLATTERING LOOK. WE WANT OUR CUSTOMERS TO LOOK GOOD IN THE MIRROR, WHICH IS WHY WE AREN’T GOING TO USE SPOTLIGHTS IN THE FITTING ROOMS, SINCE THE BRIGHT LIGHTNING CAN LOOK A BIT HARSH AND UNFLATTERING.
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SOUND
MUSIC IS A POWERFUL TOOL FOR RETAILERS AND THE CHOICE OF A PLAYLIST DIRECTLY AFFECTS THE SHOPPING EXPERIENCE. PPL (2019) HAS CONDUCTED A SURVEY WHICH SHOWED HOW 82 PERCENT OF PEOPLE BELIEVE MUSIC IMPROVES THE ATMOSPHERE IN RETAIL STORES. THE WARDROBES WILL OPT MORE FOR CATCHY, RELAXING SONGS- A MIX OF THE HOUSE GENRE. “SLOW (DOWNTEMPO) MUSIC MAKES PEOPLE MOVE MORE SLOWLY THROUGH A STORE, AND THEY END UP BUYING MORE” (DEVANEY, 2016). A SPOTIFY PLAYLIST WILL BE CREATED WHICH IS EASY TO USE AND ACCESSIBLE TO EVERYONE- WE WILL BE CONNECTING THE PLAYLIST TO OUR WEBSITE AS WELL SO IF THE CUSTOMERS ENJOY IT, THEY HAVE A CHANCE TO LISTEN TO IT FROM THE COMFORT OF THEIR HOMES.
GREENERY
THE WARDROBES PLANS TO USE A LOT OF GREENERY IN STORE. GAMMON (2016) MENTIONS HOW “GREENERY HAS A MITIGATING EFFECT ON STRESS, NEGATIVE MOOD AND DISCOMFORT.” WE HAVE A VARIETY OF PLANTS, WHICH SHOULD ENCHANCE THE OVERALL SHOPPING EXPERIENCE. THE AIR PURIFYING PLANTS WILL BE A GOOD ASSET FOR THE RETAIL SPACE AS THEY REMOVE CHAMPION, AMMONIA, BENZENE, FORMALDEHYDE, AND XYLENE FROM THE STORE AIR.
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THERE WILL BE 25 CLOTHING BOXES AVAILABLE TO RENT IN STORE AND 7 ACCESSORIES ONES. HOWEVER , THE FOLLOWING FLOORPLAN SHOWCASES THAT THE WARDROBES DOES HAVE THE SPACE TO ACCOMODATE MORE SELLERS. THERE WILL BE AN OPTION TO ADD A FEW BOXES ONTO THE
FLOORPLAN
FIRST AND SECOND FLOOR IN ORDER TO MAXIMISE THE SALES. THE WINDOW DISPLAY ALSO FEATURES AN ACCESSORIES STAND AND A CLOTHING RAIL IN ORDER TO PROMOTE PRODUCTS. SINCE THE SPACE FEATURES TWO DOORS THEN THERE WILL BE AN ENTRANCE ON THE LEFT AND AN EXIT ON THE RIGHT. THIS BUSINESS PLANS TO MAKE THE SHOPPING EXPERIENCE AS EASY AS POSSIBLE, WHICH IS WHY THE LAYOUT WILL BE VERY CLEAR AND UNDERSTANDABLE.
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BASEMENT
THE BASEMENT WILL BE USED AS THE MANAGERS OFFICE- THE SPACIOUS DOWNSTAIRS WILL ALLOW US TO PRODUCE ALL THE NECESSARY IMAGES, SUCH AS FLATLAYS, ON SITE. IT IS ALSO GOOD FOR STORAGE ROOMFOR INSTANCE IF A BOX OWNER WOULD LIKE TO BRING IN ITEMS EARLIER THAN PLANNED, THEY HAVE A CHANCE TO DO SO FOR AN EXTRA FEE (£20 A WEEK). SAME SYSTEM WORKS WHEN A LEASE HAS COME TO AN END HOWEVER THE BOX OWNER ISN’T AVAILABLE. THE OFFICE SPACE WOULD BE VERY SIMPLE- THE SAME TABLE WILL BE USED AS IN THE TRADING SPACE.
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GROUND FLOOR
GROUND FLOOR IS VERY IMPORTANT FOR THE BUSINESSTHIS IS WHERE ALL THE TRANSACTIONS WILL TAKE PLACE AND THIS FLOOR IS VISIBLE FROM THE WINDOW DISPLAYS SO IT IS DOMINANT THAT IT LOOKS APPEALING TO EVERYONE. THE GROUND FLOOR ALSO FEATURES TWO FITTING ROOMS AND A SEATING AREA FOR THOSE WAITING FOR THEIR PARTNERS
TO SHOP. THE SITTING AREA HAS A VARIETY OF MAGAZINES FOR EVERYONE- SUSTAINABLE TIMES, HOME AND LIVING MAGAZINE, ELLE, ETC. WE WILL TRY TO INFORM OUR CONSUMERS ABOUT THE PLUS SIDES OF SUSTAINABLE SHOPPING, HOWEVER WE ARE NOT GOING TO FORCE OUR VIEWS ON THEM WHICH IS WHY THE MAGAZINE STANDS THE LEFT DOOR WILL BE USED FOR ENTRY AND THE RIGHT ONE FOR EXIT- THIS WILL ALLOW US TO PLAN A PERFECT CONSUMER JOURNEY WHICH ENDS WITH A MIRROR, WHERE CUSTOMERS HAVE A CHANCE TO TAKE PHOTOS AND CONNECT WITH THE BRAND.
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“ THE WORDS ON THE MIRROR ARE DRIVEN BY THE OBJECTIVE TO PROMOTE SUSTAINABLE CONSUMPTION AND CIRCULAR ECONOMYLOOK GOOD AND DO GOOD BY SHOPPING AT THE WARDROBES.
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FIRST FLOOR FEATURES THE REST OF THE BOXES AND ACCESSORIES STANDS IN ADDITION TO A FEW MORE MANNEQUINS TO SHOW OFF GARMENTS. THE MANNEQUINS ARE GOING TO BE UNISEX. FOX (2015) HIGLIGHTED “IT ISN’T HARD TO FIND EVIDENCE OF FASHION MELTING GENDERED CLOTHES INTO ONE WARDROBE THAT APPEALS TO BOTH SEXES.”
FIRST FLOOR
BLURRED GENDER CLOTHING HAS BEEN TRENDING IN THE FASHION INDUSTRY FOR A WHILE NOW AND THE WARDROBES PLANSTO BENEFIT FROM IT. WE DON’T WANT TO FORCE OUR CUSTOMERS TO SHOP IN A CERTAIN WAY- EVERYTHING IN STORE IS SUITABLE FOR ALL GENDERS. THE MANNEQUINS WILL HIGLIGHT THE CLOTHING WHICH IS WHAT WE ARE AFTER FOR. THE FIRST FLOOR HAS TWO LARGE WINDOWS WHICH IS GREAT FOR NATURAL LIGHT. THE WARDROBES CONCIOUSLY TRIES TO ALTER THE STORE’S ATMOSPHERE THROUGH THE DESIGN, LAYOUT, PRODUCT PLACEMENT, LIGHTNING AND SOUND WHICH WOULD INCREASE PURCHASE PROBABILITY.
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WINDOW DISPLAY
WINDOW DISPLAY IS GOING TO BE SIMPLE AND CUSTOMERS WALKING BY WILL BE ABLE TO SEE INSIDE THE STORE. GREENERY IS GOING TO BE USED IN WINDOWS AS IT IS GREAT FOR DRAWING ATTENTION AND GIVING AWAY THAT SUSTAINABLE FEEL. WE ARE OPTING FOR “LESS IS MORE” KIND OF LOOK, SINCE WE DON’T WANT TO FEATURE TOO MANY CHOICES AS IT WOULD PUT CUSTOMERS OFF OR CAN BE
VERY CONFUSING TO THEM. THE RIGHT BALANCE BETWEEN THE NUMBER OF PRODUCTS IS GOING TO BE VERY IMPORTANT. WHEN ALL THE VISUAL MERCHANDISING ELEMENTS COLLECTIVELY COME TOGETHER TO SHOWCASE THE WARDROBES, IT DEEPENS THE CUSTOMER EXPERIENCE WHICH CAN LEAD TO A POSITIVE SHOPPING EXPERIENCE AND INCREASED SALES. THE WARDROBES SHOULD IMMERSE THEMSELVES IN THE FASHION\S CURRENT MAJOR AND MINOR TRENDS IN ORDER TO MAKE THE WINDOW DISPLAY AS APPEALING AS POSSIBL.E
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“ THE RIGHT WINDOW FEATURES A VINYL TO THE SERVICE EVEN
DISPLAY PROMOTE FURTHER.
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EXTERIOR
THE HIGH STREET ARCADE HAS A CERTAIN APPEARANCE- ALL THE SHOPS HAVE THE SAME EXTERIOR DESIGN WHICH IS SOMETHING THAT CONNECTS THEM ALL. THIS LOOK IS GOING TO WORK IN OUR FAVOUR, SINCE IT IS TEXACTLY WHAT WE ARE LOOKING FORBLACK COATING AND THE ACCESSORIES, SUCH AS THE BRAND HOOK IS A GREAT ASSET TO THIS SPACE. ELEGANT YET SIMPLE. THE UNITY IN THE ARCADES WILL MAKE IT EASIER TO FIT IN FOR A NEW BUSINESS. FOR THE CUSTOMERS THE FAMILIAR LOOK WILL BUILD UP MORE TRUST SINCE THIS IS SOMETHING THEY ARE USED TO SEE.
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“ THE STORE ESSENTIALS
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THE SWING TAGS WERE DESIGNED WHILE KEEPING IN MIND OF THE CUSTOMER AND THE IMPORTANT FACTORS TO THEM. THE GOAL WAS TO MAKE THE TAGS SUSTAINABLE, EASY TO USE, ARTSY (LIKE THE LOGO) AND UNIQUE. EVERY SINGLE ITEM IN STORE WOULD HAVE A SWING TAG WHICH SPECIFIES THE FOLLOWING: SIZE,
SWING TAGS
PRICE AND THE SELLER. OUR VISION WAS TO MAKE THE LABELS AS EASY AS POSSIBLE TO READ SO THAT THE CUSTOMERS WOULD IMMIDIATELY RECOGNISE THE KEY FACTORS NEEDED TO COMMIT TO A PURCHASE. THE TAGS, SAFETY PINS AND STRING WILL BE PROVIDED BY THE WARDROBES, SO ALL THE CLIENTS HAVE TO DO IS BRING IN THE GARMENTS AND PRICE THEM IN THEIR FAVOURED WAY. THIS IS WHAT THE BACKSIDE OF THE TAG IS FOR- OWNERS GET TO FILL IT OUT IN THEIR OWN HANDWRITING. WE FEEL THIS WILL GIVE AN UNIQUE FEEL TO THE STORE.
PACKAGING
THE WARDROBES WILL BE USING RECYCABLE PAPER BAGS IN- STORE. THE LAW IN WALES STATES THAT “THE MINIMUM CHARGE IS 5P” (CORBYN, 2016). THE WARDROBES WILL BE CHARGIN 10P FOR A BAG SINCE WE AIMT TO ENCOURAGE PEOPLE TO COME SHOPPING WITH THEIR OWN BAGS IN ORDER TO PROMOTE THE SUSTAINABLE CONSUMPTION. PAPER BAGS ARE MORE ENVIRONMENTALLY FRIENDLY THAN PLASTIC BAGS FOR HOWEVER, THEY ARE STILL SINGLE USE BAGS. THE ENVIRONMENTAL (WALES) ACT 2016 WILL NOW REQUIRE RETAILERS TO DONATE THEIR NET PROCEEDS FROM THE SALE OF CARRIER BAGS TO CHARITABLE PURPOSES WHICH RELATE TO ENVIRONMENTAL
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PROTECTION OR IMPROVEMENT AND, WHICH DIRECTLY OR INDIRECTLY BENEFIT THE WHOLE OR ANY PART OF WALES.”- THE WARDROBES HAS CHOSEN TO DONATE THE NET PROCEEDS TO THE GROUNDWORK TRUST. “GROUNDWORK SUPPORTS COMMUNITIES IN NEED, WORKING WITH PARTNERS TO HELP IMPROVE THE QUALITY OF PEOPLES LIVES, THEIR PROSPECTS AND POTENTIAL AND THE PLACES WHERE THEY LIVE, WORK AND PLAY” (GROUNDWORK, 2019).
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STAFF UNIFORM
THE WARDROBES HAS NO SET UNIFORM. WILSON (2017) POINTED OUT HOW “EMPLOYERS SHOULD TRUST THEIR PEOPLE ENOUGH TO LET THEM DRESS HOW THEY PLEASE”. HOWEVER THERE WILL BE RULES ESTABLISHED WHAT
THE STAFF WILL BE ENCOURAGED TO SHOWCASE THEIR UNIQUE STYLE. THE STORE WILL PROVIDE EMPLOYEES WITH A NAMETAG WHICH WOULD MAKE THEM EASILY APPROACHABLE BY THE CUSTOMERS. THE WARDROBES BELIEVES THAT BY ALLOWING PEOPLE TO WEAR THEIR OWN CLOTHES AND SHOW OFF THEIR STYLE, THEY WILL BE HAPPIER IN THE WORKPLACE AND CAN BE MORE INSPIRING ON THE CUSTOMERS. IN ADDITION TO A NEW STUDY HAS FOUND THAT “61% OF EMPLOYEES ARE MORE
PEOPLE WOULD BE ADVISED TO WEAR- SALES CONSULTANTS AND THE MANAGERS SHOULD AIM TO DRESS SMART CASUAL IN ORDER PRODUCTIVE WHEN DRESS CODE TO LOOK MORE PROFESSIONAL. IS RELAXED” (WILSON, 2017).
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STOCK GUIDELINES
THE WARROBES WILL MAKE SURE THAT THE STOCK PROVIDED BY THE OWNERS RENTING THE BOX WOULD BE IN A GOOD CONDITIONNO RIPS, SEAMS, STAINS, HOLES, ETC. ALTHOUGHT IT IS A SECONDHAND STORE THE CLOTHES SHOULD STILL LOOK VISUALLY APPEALING AND THIS IS GOING TO BE OUR MAIN EMPHASIS. THE WOODEN HANGERS WILL PROVIDE MORE SUPPORT ON CLOTHING LEAVING THEM LOOKING NICER ON THE RAILS. CLOTHING MOVES THROUGH A LOT OF CYCLES DURING THE YEAR AND THE WARDROBES IS GOING TO TAKE THAT INTO CONSIDERATION.
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ALTHOUGHT THE BUSINESS RELIES ON THE CUSTOMERS RENTING THE BOXES, WE DO ADVICE TO BRING IT SUITABLE GARMENTS FOR THE AUDIENCE. FOR INSTANCE, IF IT IS SUMMERTIME AND A CUSTOMER IS INTERESTED TO RENT A BOX TO GET RID OF THEIR WINTER ITEMS, THEN WE WOULD RECCOMEND THEM TO COME BACK IN THE AUTUMN TERM.
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“ ONLINE STYLE GUIDE
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THIS BUSINESS RELIES ON THE SOCIAL MEDIA AND AN APPEALING FEED, WHICH IS WHY A STYLE GUIDE HAS BEEN CREATED IN ORDER TO ACHIEVE THE BEST RESULTS. “STYLE GUIDES CAN SUPPORT MARKETING INITIATIVES BY ENSURING THAT ALL MESSAGING IS RELEVANT
OVERVIEW
AND RELATED TO YOUR BRAND’S GOALS. REFERENCING A BRAND STYLE GUIDE ENSURES THAT CONTENT DISTINGUISHES A BRAND FROM ITS COMPETITORS, AND IS COHESIVE. THIS COHESION IS IMPORTANT BECAUSE IT HELPS ESTABLISH A STRONG BRAND VOICE THAT RESONATES WITH THE AUDIENCE, WHICH IS ESSENTIAL FOR BUILDING BRAND AWARENESS. OVER TIME, THAT AWARENESS AND CONSISTENCY BUILDS TRUST” (MODICUM, 2016).
PHOTO: PINTEREST
QUOTES
THE WARDROBES CORE OBJECTIVE IS TO PROMOTE SUSTAINABLE CONSUMPTION AND THE CIRCULAR ECONOMY. SHARING INSPIRATIONAL QUOTES AND RELEVANT POSTS REGARDING SUSTAINABLE CONSUMPTION IS SOMETHING THAT OUR MAIN AUDIENCE WOULD CARE FOR. WE WOULD SHARE INTERESTING FACTS, FOR INSTANCE HOW MUCH CLOTHING GOES INTO THE LANDFILL EVERY YEAR, WHICH WOULD MAKE PEOPLE THINK ABOUT THEIR WARDROBES AND PERHAPS EVEN CHANGE THEIR PURCHASING HABITS. THIS BUSINESS ISN’T JUST FOCUSED ON MAKING MONEY, WE WANT
TO EDUCATE PEOPLE AND FIND LIKEMINDED INDIVIDUALS TO JOIN OUR JOURNEY INTO A MORE SUSTAINABLE FASHION WORLD. THE FONT JENNA SUE IS GOING TO BE USED IN FOR THESE POSTSTHE FONT LOOKS VISUALLY APPEALING AND ATTRACTS THE EYE. WE BELIEVE THAT BY USING A HANDWRITTEN FONT WE ARE ABLE TO ADD MORE OF A PERSONAL TOUCH TO OUR POSTS.
PHOTOS
FLATLAYS WILL BE DONE IN EVERY FEW DAYS IN ORDER TO SHOWCASE THE PRODUCTS AND HAVE MORE PROMOTIONAL MATERIALS. THE FLATLAYS WOULD BE TURNED INTO GIFS FOR OUR SOCIAL MEDIA CHANNELS, BECAUSE OF THEIR POPULARITY. GOOGLE TRENDS REPORT SHOWCASES THAT GIFS ARE FAVOURED MORE THAN FOR INSTANCE INSTAGRAM VIDEOS OR VINES. SOCIAL REPORT (2018) HIGLIGHTS THAT “ADDING GIFS IN YOUR SOCIAL MEDIA
CAMPAIGNS SHOWS THAT YOUR BRAND HAS A PERSONALITY AND THAT YOU ARE A BUSINESS FOCUSED ON DELIVERING POSITIVE EXPERIENCES FOR YOUR AUDIENCE.” GIFS WILL ALLOW US TO SHOWCASE HOW SECONDHAND CLOTHNG CAN LOOK LIKE NEW AND TRENDY, WHICH OUR MAIN AUDIENCE WILL CARE FOR. IN ADDITION TO THIS WE WILL BE USING OUTFIT PHOTOS TO MAKE OUR NEWSFEED EVEN MORE TRENDY AND COLOURFUL. THESE PHOTOS WILL CONTAIN GARMENTS AVAILABLE FROM THE WARDROBES. CUSTOMER PHOTOS WILL BE VERY IMPORTANT TO US AS A BUSINESS, AND THE CLIENTS WILL BE PROMOTED TO TAG US AND USE THE HASHTAGS SO THAT WE COULD USE THE PHOTOS AS OUR PROMOTIONAL MATERIALS.
INTERIOR INSPIRATION
IN ORDER TO MAKE THE FEED SEEM AS INTERESTING AND APPEALING TO A LARGE AUDIENCE, THE WARDROBES WOULD POST INTERIOR INSPIRATION POSTS EVERY ONCE IN A WHILE. BARNHART (NO DATE) SHOWCASES HOW “PROMOTING OTHER RELEVANT BRANDS, ARTICLES AND PHOTOS FROM YOUR FOLLOWERS SHOWS THAT YOU’RE PART OF YOUR INDUSTRY’S CONVERSATION, NOT JUST A PARROT.” WE PLAN TO REPOST PHOTOS FROM OUR FAVOURITE INTERIOR DESIGN ACCOUNTS (WITH THEIR PERMISSION OFCOURSE). THE WARDROBES DOESN’T WANT THE FEED TO LOOK LIKE A SALES PITCH, WHICH IS WHY INTERIOR DESIGN POSTS WOULD GIVE US A GREAT OPPORTUNITY TO OFFER SOMETHING DIFFERENT TO OUR CUSTOMERS EVERY ONCE IN A WHILE.
STORIES
BARNHART (NO DATE) MENTIONED HOW “GIVING YOUR FOLLOWERS A “BEHIND THE SCENES” LOOK AT YOUR COMPANY SIGNALS AUTHENTICITY.” THE WARDROBES PLANS TO TAKE THE CUSTOMERS ON A JOURNEY VIA THE STORIES ON DIFFERENT PLATFORMS. WE WOULD SHOWCASE HOW THE RETAIL SPACES HAS COME TOGETHER, THE CREATION OF THE FLATLAYS, ETC. SINCE INSTAGRAM STORIES FONTS ARE LIMITED, THEN WE WOULD BE USING THE MODERN FONT, WITH A SPLASH OF COLOUR UNDERNEATH.
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“ BIBLIOGRAPHY
The Wardrobes
created by
MARILIN SEPP