“ THIS IS AN INTERACTIVE DOCUMENTYOU WILL NOTICE A FEW PAGES WITH QR CODES. IN ORDER TO ACCESS THE ONLINE SOURCE, POINT YOUR CAMERA TOWARD THE CODE AND IT WILL TAKE YOU TO THE DESIRED LOCATION.
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TABLE OF CONTENTS
TABLE OF CONTENTS....................3 PART I- THE PLAN..........................7 PART II- THE RESEARCH..............21 PART III- THE IDENTITY................51 PART IV- THE PROCESS...............69 PART V- THE LOOK....................147 PART VI- THE MATERIAL............211 PART VII- THE COST...................253 PART VIII THE REFLECTION.......257 PART IX- THE BIBLIOGRAPHY....263
3
“ THIS RESEARCH BOOK SHOWCASES MY JOURNEY TO CREATING A STORE WHERE CLIENTS HAVE A CHANCE TO SELL THEIR ITEMS IN-STORE BY RENTING OUT A CLOTHING RAIL. THE RESEARCH, BUSINESS PLAN, VISUAL MERCHANDISING KIT, PACKAGING ARE AN IMPORTANT PART OF THE BRAND’S STORY AND
THIS
DOCUMENT
WILL
SHOWCASE
MY
JOURNEY TO CREATING THE WARDROBES STORY.
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“ Part one THE PLAN
8
“MOST OFTEN, ENTREPRENEURS HAVE AN INNOVATIVE PRODUCT OR SERVICE IN MIND PRIOR TO STARTING THEIR BUSINESS” (CARR AND NEWELL, 2014) AND IT WAS THE SAME IN MY CASE. I HAD ALWAYS CONSIDERED SELLING THE CLOTHES THAT I DO NOT WANT ANYMORE OR HAVE NEVER WORN,
FOREWORD
HOWEVER THE IDEA OF SELLING IT ONLINE AND HAVING TO DO ALL THE WORK, SEEMED TOO MUCH FOR ME SO IT SEEMED NATURAL TO COME UP WITH A BUSINESS IDEA WHICH WOULD ALLOW ME TO FIX MY PROBLEM. THE MORE RESEARCH I DID, THE MORE I FOUND OUT THAT THE VISION I HAVE HAS NOT YET BEEN FINALISED IN THE FASHION INDSTURY AND IS SOMETHING EVERYONE COULD BENEFIT FROM.
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POTENTIAL CLIENTS HAVE A CHANCE TO RENT OUT A SECTION IN THE STORE TO SELL THEIR ITEMS IN. THERE WOULD BE TWO TYPES OF BOXES- ONE WHICH IS CATERED TO SELLING CLOTHING AND ANOTHER BOX WHICH IS MEANT ONLY FOR ACCESSORIES. THE LAST BOXES WOULD BE ALSO AVAILABLE FOR PARTNERSHIPS WITH DIFFERENT UPCOMING BRANDS. THE BOX WOULD COME WITH A CLOTHING RACK, HANGERS AND LABELS. THE BOX COULD BE RENTED FOR A CERTAIN TIME, SO THAT THE STORE WOULD HAVE SOMETHING NEW EVERY ONCE IN A WHILE. BOX
THE IDEA
OWNERS SET THEIR OWN PRICES AND ALL OF THE PROFITS GO DIRECTLY TOWARDS THEM. ALL THEY HAVE TO DO IS BRING THE ITEMS IN AND PRICE THEM IN THEIR FAVOURED WAY. RESELL SITES ARE VERY POPULAR HOWEVER NOTHING BEATS THE FEEL OF THE REAL FABRIC AND THE CHANCE TO TRY GARMENTS ON. DIFFERENT PLATFORMS ARE A GREAT WAY TO SELL YOUR CLOTHING BUT THEY TEND TO REQUIRE A LOT OF TIME AND EFFORT PUT INTO- MY PLAN WILL SAVE THE CUSTOMERS FROM ALL THE HASSLE THAT COMES FROM SELLING THE ITEMS WHILE STILL ALLOWING THEM TO MAKE A PROFIT. NO MORE NEGOTIATING, PACKAGING AND SHIPPING- NO MORE WASTING YOUR TIME!
PHOTOS: CREATIVE CLOTHING RACK
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“ “IF CLOTHING IS AN EXPRESSION OF IDENTITY, THEN SHOPPERS REQUIRE A RANGE OF BRANDS TO CHOOSE FROM, MIXING AND SAMPLING LIKE DJS UNTIL THEY’VE TRANSFORMED THEIR SELECTION INTO SOMETHING ENTIRELY PERSONAL.” TUNGATE (2012)
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“ Part two THE RESEARCH
22
MARKET RESEARCH
THE WORLD NOW CONSUMES ABOUT 80 BILLION NEW PIECES OF CLOTHING EVERY YEAR (THE TRUE COST, 2018). AS NEW TRENDS AND CLOTHING COMES INTO OUR LIVES, THE OLD ONES ARE DISCARDED AND THROWN OUT. AS KELL(2018) HIGHLIGHTS “CONSUMERS IN THE DEVELOPED WORLD HAVE BECOME USED TO FAST FASHION AND CHEAP CLOTHES AS A THROW-AWAY COMMODITY THAT MOSTLY ENDS UP IN LANDFILLS”.
ACCORDING TO UNECE (2018) IN THE LAST 14 YEARS THE CLOTHING PRODUCTION HAS DOUBLED AND THE AVERAGE CONSUMERS ARE BUYING 60% MORE PIECES NOW THAN THEY DID 15 YEARS AGO, HOWEVER THE ITEMS ARE CURRENTLY KEPT FOR A SHORTER PERIOD OF TIME. IBISWORLD (2018) SHOWCASED HOW IN 2017/18 THE REVENUE FOR SECOND HAND GOODS WAS ABOUT 2 BILLION POUNDS. “SECOND-HAND CLOTHING IS BECOMING INCREASINGLY POPULAR, DUE TO FULL WARDROBES AND A GROWING FEELING TOWARDS SUSTAINABLE C O N S U M P T I O N ” (BARAM, 2018).
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The Wardrobes
SECOND- HAND CLOTHING MIGHT BE BECOMING MORE POPULAR HOWEVER IT IS QUITE LIMITED IN CARDIFF.A MOST SECOND- HAND STORES IN TOWN ARE OUT OF THE WAY WHICH RESULTS IN LESS FOOTFALL FOR THE STORES. FOR INSTANCE, SCOPE IS LOCATED BY THE CAPITOL CENTER, DOWN THE LINE FROM A FEW NIGHTCLUBS/ PUBS. THOSE CONSUMERS WHO ARE INTERESTED IN THE VINTAGE GOODS USUALLY TEND TO WAIT FOR MASSIVE FAIRES, SUCH AS CARDIFF UNI VINTAGE FAIR OR GO VISIT OTHER RESELL SITES ONLINE.
The Wardrobes
ANOTHER FACT TO POINT OUT IS THE APPEAL- MOST SECONDHAND SHOPS LOOK SO OVERCROWDED WITH ITEMS WHICH MAKES THEM SO UNAPPEALING TO ENTER. PEOPLE WANT TO BE SUSTAINABLE HOWEVER UNLESS YOU HAVE THE TIME IN YOUR HANDS, THEN YOU WILL JUST FIND THE EASY WAY OUT. THE CLOTHING IS VERY EASILY OVERLOOKEDOFTEN YOU FIND YOURSELF DISCOVERING FLAWS AFTER YOU HAVE BOUGHT AND BROUGHT AN ITEM HOME.
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The Wardrobes
PEOPLE NOWADAYS ARE GETTING MORE AND MORE INTERESTED TO MAKE A PROFIT OUT OF THE OLD ITEMS THEY OWN BY USING A VARIETY OF APPS SUCH AS DEPOP, AMAZON, EBAY ETC. THEY CAN BE HIGHLY PROFITABLE- FOR INSTANCE REUBENT WALL “ SPENDS ABOUT THREE HOURS A DAY RESELLING, AND MAKES A PROFIT OF BETWEEN £1,000 TO £2,000 A MONTH. TO HELP INCREASE HIS CHANCES OF SUCCESS, HE LISTS THE SAME ITEMS ON MULTIPLE RESALE PLATFORMS” (BEARNE, 2017). HOWEVER, THESE METHODS
REQUIRE A LOT OF YOUR OWN TIME AN EFFORT PUT INTO THIS- PHOTOGRAPHING, NEGOTIATING, PACKAGING, SHIPPING, ETC. THESE KIND OF PLATFORMS SEEM TO WORK MORE FOR HYPED ITEMS, SUCH AS SUPREME GOODS, WHERE PEOPLE QUEUE UP FOR HOURS TO GET A LIMITED-EDITION ITEM TO SELL IT LATER FOR PROFIT.
The Wardrobes
ONLINE SHOPPING MIGHT BE VERY POPULAR; HOWEVER MOST CUSTOMERS STILL VALUE THE EXPERIENCE OF THE PHYSICAL STORENOTHING CAN REPLACE THE FEEL OF THE FABRIC AND A CHANCE TO TRY ON THE PRODUCT TO MAKE SURE IT FITS. FURTHERMORE, A SURVEY HAS SHOWN THAT
ONLY “18.2% OF ALL RETAIL SALES IS FROM ONLINE MARKET” (MORLEY, 2018) WHICH SHOWS THAT MOST OF THE SALES STILL COME FROM BRICKS AND MORTAR STORES. THE RETAIL SECTOR IS CHANGING, WITH THE ONLINE SHOPPING GETTING MORE POPULAR THAN EVER HOWEVER THERE IS STILL A NEED FOR THE BRICKS AND MORTAR STORES. THE SURVEY RESULTS SHOWED THAT OUT OF 30 PEOPLE HALF PREFER TO SHOP ONLINE AND HALF OFFLINE.
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The Wardrobes
INSHOPS CWMBRAN AND JACOBS MARKET ARE TWO PLACES THAT I TOOK A LOOK AT FOR INSPIRATION. THEY BOTH WORK IN THE SAME WAY AS MY IDEA WOULD- CLIENTS RENT OUT STALLS TO SELL/ADVERTISE THEIR ITEMS. INSHOPS CWMBRAN IS MORE LIKE AN BIG MARKETPLACE, SO DIFFERENT COMPANIES HAVE A CHANCE TO BE FEATURED IN A BOX AND IT IS MADE VERY OBVIOUS WHO IS WHERE, JUST LIKE IN BIG CONFERENCE EVENTS. JACOBS MARKET HOWEVER HAS ABOUT 50 STALLS FOR CLIENTS TO SELL THEIR ANTIQUE FURNITURE AND ITEMS WITH IT ALL BLENDING INTO ONE BIG SECOND HAND STORE. BOTH OF THESE EXAMPLES HOWEVER LACK SOME SORT OF SOPHISTICATED LOOK AND THE FEEL OF UNITY,.
SUSTAINABILITY SEMINARS
LIZ PARKER CAME INTO OUR UNIVERSITY TO GIVE A TALK ON 14TH OF NOVEMBER. SHE HAS GIVEN TALKS BEFORE AND THEY HAVE ALWAYS BEEN GREAT AND MADE YOU REALISE HOW IMPORTANT IT IS TO TAKE INTO CONSIDERATION WHAT YOU BUY AND WHERE YOU BUY IT FROM. SHE GAVE ME GOOD EXAMPLES OF A FEW COMPANIES WHO ARE FOCUSED ON SUSTAINABLE CONSUMPTION, WHICH WAS A GREAT RESEARCH FOR THE FINAL MAJOR PROJECT.
18 JANUARY WE HAD A CHANCE TO GO TO A SUSTAINABILITY SEMINAR IN LONDON WITH THE BRITISH FASHION COUNCIL. THIS SEMINAR GAVE ME A CHANCE TO SEE THE SUSTAINABILITY FROM A DIFFERENT SIDE. ORSOLA DEL CASTRO SHOWCASED THAT BEING SUSTAINABLE DOESN’T HAVE TO MEAN BUYING ONLY ORGANIC COTTON ITEMS OR USING ONLY PAPER BAGS- YOU CAN BUY A SHIRT FROM PRIMARK AND WEAR IT UNTIL ITS WORN OUT AND THAT CAN MEAN YOU ARE A SUSTAINABLE SHOPPER AS WELL, BEING SUSTAINABLE MEANS THE WAY YOU TREAT AN ITEM. PATRICK GRANT WAS GREAT AND HIT EVERYONE WITH THE FACTS, HIS TALK MADE THE MOST EFFECT ON ME AND HAS PROBABLY EVEN CHANGED MY CONSUMER BEHAVIOUR.
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COMPETITORS
BEFORE WRITING A BUSINESS PLAN AND COMING UP WITH MY USP I RESEARCHED DIFFERENT RESELL SITES IN ORDER TO GET THE IDEA OF THE CURRENT MARKET AND WHAT IT LACKS. THERE ARE A LOT OF ONLINE WEBSITE THAT OFFER TO SELL YOUR CLOTHES HOWEVER EACH ONE OF THEM COMES WITH A CATCH. USUALLY THEY TAKE COMISSION WHICH IS ABOUT 10% DEPENDING ON THE SITE. I DECIDED TO LOOK INTO FOUR DIFFERENT SITES TO GET MORE OF AN IDEA WHAT MAKES ONE MORE UNIQUE THAN THE LAST ONE.
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SILK ROLL
SILK ROLL (2019)“WE CARE THAT YOU TO LIVE CONSCIOUSLY AND SUSTAINABLY, STARTING WITH YOUR CLOSET. WE ARE COMMITTED TO LENGTHENING THE LIFECYCLE OF QUALITY FASHION THROUGH OUR UNIQUE RECIRCULATION METHODOLOGY, AND REDIRECTING TEXTILE WASTE FROM LANDFILLS. SILKROLL GIVES FASHION YOU NO LONGER WEAR A SECOND LIFE AND AWARDS YOU POINTS TO FILL IT BACK UP, FULL OF THINGS YOU ACTUALLY LOVE!” WHAT MAKES THIS WEBSITE SPECIAL IS THEIR OWN CURRENCY, THEY USE Q-S WHICH THEY WILL GIVE PEOPLE FOR THEIR DESIGNER CLOTHING. CUSTOMERS HAVE A CHANCE TO DONATE BASIC CLOTHING AS WELL HOWEVER THEY ARE NOT REWARDED
WITH THE CURRENCY. IN ORDER TO PURCHASE FROM OTHER SELLERS YOU NEED Q-S WHICH YOU CAN EITHER GET FOR YOUR OWN ITEMS OR BY PURCHASING IT FOR REAL MONEY. WHATS GOOD ABOUT THIS WEBSITE IS THAT THEY FEATURE VERY PROFESSIONAL PICTURES OF ALL CLOTHING INCLUDING DETAIL MEASUREMENTS. THEIR MAIN AUDIENCE SEEMS TO BE 30+ PROFESSIONAL WOMEN, WHO VALUE DESIGNER WEAR AND ARE MORE INTERESTED TO FIND SOMETHING UNIQUE RATHER THAN EARNING MONEY.
DEPOP
DEPOP IS AN APP WHICH DOESN’T NEED ANY MORE INTRODUCING. CUSTOMERS HAVE A CHANCE TO UPLOAD PHOTOS AND VIDEOS OF THE ITEMS THEY WANT TO GET RID OF. IT IS VERY EASY TO USEYOU CAN FILTER PRODUCTS, IF INTERESTED YOU HAVE A CHANCE TO MESSAGE THE SELLER, NEGOTIATE ETC. SOME PEOPLE SEE DEPOP AS A GREAT ALTERNATIVE TO SELL YOUR CLOTHES
HOWEVER A LOT OF PEOPLE HAVE POINTED OUT THE DOWNSIDES- NEGOTIATING, PACKAGING, SHIPPING,WHICH IN THE END DOESN’T MAKE IT WORTH IT IF YOU JUST PLAN TO SELL A FEW BASIC ITEMS. DEPOP IS VERY ACCESSIBLE FOR DIFFERENT CUSTOMERSTHE FACT THAT THEY HAVE AN APP IS SOMETHING THAT IS WORKING FOR THEIR BENEFIT ALLOWING CUSTOMERS TO COMMUNICATE WITH THEIR CLIENTS WHEREEVER THEY GO. DEPOP IS VERY POPULAR AMONG GENERATION Z SINCE THEY ARE BORN INTO THE SOCIAL MEDIA ERA. ONLY DOWNSIDE TO DEPOP SEEMST TO BE THE 10% CHARGE WHICH GOES TO THE ORGANISATION FROM EVERYTHING YOU SELL.
AMAZON
AMAZON (JUST LIKE EBAY) IS ALSO A VERY POPULAR RESELL SITES WHICH ATTRACTS BOTH YOUNGER AND OLDER AUDIENCES. SINCE THOSE WEBSITE OFFER EVERYTHING FROM LAWMOWERS TO SOCKS THEN IT CAN BE QUITE FRUSTRATING TO SHOP IN UNLESS YOU KNOW EXACTLY WHAT YOU ARE LOOKING FOR TO TRIP THE SELECTION DOWN. HAOWEVER AMAZON REQUIRES YOU TO PAY £25 PER MONTH IN ORDER TO SELL YOUR ITEMS ON THE PLATFORM. COMPARED WITH OTHER SITES, THIS IS MORE DIFFICULT TO USE AND MORE AIMED FOR THE HOUSEHOLD PRODUCTS.
VINTED
THE LAST ONE TO LOOK INTO IS VINTED. THIS RESELL SITE ALSO HAS AN APP WHICH IS GREAT. “VINTED GIVES THE SELLER A PREPAID SHIPPING LABEL, MAKING IT EASY TO SEND THE DRESS TO THE BUYER. AFTER THE TRANSACTION IS COMPLETED, THE SELLER KEEPS ALL THE MONEY FOR THE DRESS, MINUS A SMALL FEE TO VINTED. VINTED CHARGES SELLERS A $1–5 (OR 19%) FEE ON EVERY ITEM OF CLOTHING SUCCESSFULLY SOLD IN ITS MARKETPLACE. “ (VINTED ,2018). THE WEBSITE SEEMS EASY TO USE, SIMILAR TO DEPOP YOU HAVE A CHANCE TO CONTACT THE SELLER WHICH MEANS YOU COULD POSSIBLY NEGOTIATE THE PRICE.
PHOTO: FROME WARDROBE COLLECTIVE
FROME WARDROBE COLLECTIVE
THIS IS A COMPANY WHICH ORGANISES EVENTS FOR PEOPLE TO EXCHANGE THEIR ITEMS FOR. YOU PAY A CERTAIN FEE IN EXCHANGE FOR VIRTUAL TOKENS, WHICH ALLOW YOU TO GET OTHER ITEMS. THEY STOCK MEN’S CLOTHES, WOMEN’S CLOTHES AND CHILDREN’S CLOTHES, SO THERE IS SOMETIME FOR EVERYONE. IN ADDITION TO THIS ALL TOKENS ROLL OVER TO FUTURE EVENTS, WHICH IS VERY BENEFICIAL FOR THOSE WHO ARE REGULAR VISITORS.
48
THE PROBLEM
HOWEVER, ALL OF THOSE WEBSITES HAVE SOMETHING THAT LACKS- ON DEPOP THOSE WHO ARE SELLING HAVE TO PUT A LOT OF EFFORT INTO (PHOTOGRAPHING, NEGOTIATING, PACKAGING, SHIPPING) TO A PROFIT, SILK ROLL WORKS IN THEIR OWN CURRENCY SO YOU ACTUALLY HAVE NO PROFIT MONEYWISE
BUT MORE IN CLOTHING. AND AMAZON AND EBAY ARE JUST A LITTLE HARDER TO USE AND MORE MEANT FOR DIFFERENT HOUSEHOLD ITEMS RATHER THAN FASHION BUYING. VINTED SEEMS TO BE A GREAT IDEA HOWEVER IT IS NOT VERY BENEFICIAL FOR TEH SELLERS, DUE TO THE CHARGES THE WEBSITE TAKES OFF. SO WHAT IF AN INDIVIDUAL, WHO DOESN’T HAVE A LOT OF TIME ON THEIR HANDS, WANTS TO SELL THEIR CLOTHING?
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“ Part three THE IDENTITY
52
AFTER THE RESEARCH OF THE MARKET I STARTED TO CREATE A NAME OF MY BUSINESS. I WANTED THE STORE NAME TO REFLECT ON A VARIETY OF CLOTHING THAT WOULD BE FEATURED IN STORE. I LIKED THE IDEA OF A CLOSET, HOWEBEVR IT DIDN’T SOUND RIGHT SO I STARTED LOOKING AT DIFFERENT SYNONYMS. I RESEARCHED TERMS IN OTHER LANGUAGES AS WELL, HOWEVER THIS STORE SHOULD APPEAL TO EVERYONE THEN THE NAME NEEDS TO BE IN ENGLISH AND ALSO EASILY UNDERSTANDABLE. I LIKED
NAME IDEA
THE FEEL OF THE NAMETHE WARDROBE. BEFORE COMITTING TO A NAME I DID RESEARCH TO MAKE SURE THAT THERE AREN’T BUSINESSES NEAR ME WITH A SIMILAR ETHOS WHICH WOULD CONFUSE MY POTENTIAL CLIENTS. THE WARDROBE TURNED OUT TO BE QUITE A POPULAR CLOTHING STORE NAME, WHICH ISN’T SURPRISING. THAT DIN’T STOP ME AND I DECIDED TO MAKE A SIMPLE ALTERNATION WHICH CAN MAKE A DIFFERENCE- I ADDED AND S TO THE END WHICH GAVE ME THE NAME THE WARDROBES. IT PORTRAYS EXACTLY WHAT THIS BUSINESS IS ABOUT- A SELECTION OF CLOTHING FROM DIFFERENT WARDROBES FROM A VARIETY OF CLIENTS.
LOGO DESIGN
ONCE THE NAME WAS CHOSEN IT WAS TIME FOR THE LOGO. I WANTED THE LOGO TO REFLECT ON THE FACT THAT THE STORE WILL FEATURE A VARIETY OF CLOTHING SO MY INITIAL IDEA TO WAS INCORPORATE EITHER A HANGER OR A WARDROBE ITSELF INTO THE DESIGN. FOR INSTANCE I REALLY LIKED DUKE’S CUPBOARD LOGO HOWEVER USING A HANGER IN THE LOGO IS QUITE COMMON SO THAT IDEA WAS SOON ABANDONED. THE
55
WARDROBES LOGO SHOULD SHOWCASE CLOTHING SO THAT CONSUMERS WOULD IMMIDIATELY KNOW WHAT THE STORE IS ABOUT. “PICTURES ARE MORE MEMORABLE THAN THEIR VERBAL COUNTERPARTS” (CHILDREN & HOUSTON, 1983, P. 643).
The Wardrobes
WHEN IT CAME TO THE FONTS, THEN DAFONT WEBSITE WAS VERY BENEFICIAL- IT ALLOWS YOU TO ENTER THE WORDS TO SHOWCASE HOW IT WOULD LOOK LIKE WITH DIFFERENT FONTS. SO I STARTED WITH THE BLACKLIST FONT, HOWEVER IN THE END I DECIDED TO CHOOSE THE BENTOSA ONE SINCE I FELT THIS GOES WITH THE STORE BETTER. IT IS A SECOND- HAND STORE HOWEVER, I DO NOT WANT THE CUSTOMERS TO HAVE A CERTAIN PERCEPTION SO I BELIEVE THAT BY USING A MORE SOPHISTICATED LOGO AND THE STORE DESIGN, THE SPACE WOULD IMMIDIATELY APPEAL MORE TO CONSUMERS. HANDWRITING FONT WAS CHOSEN DUE TO THE FACT IT GIVES A PERSONAL TOUCH.
THE BLACKLIST:
The Wardrobes BENTOSA:
The Wardrobes JENNA SUE:
The Wardrobes
The Wardrobes
ON THE RIGHT YOU CAN SEE THE FINAL LOGO. SINCE I REALLY LIKED THE FONT THEN THIS WAS DEFINITELY SOMETHING I WAS GOING TO USE. THERE WERE TIMES WHEN I FELT THAT THE LOGO DOESN’T GO WITH THE STORE OR WITH THE PROMOTIONAL MATERIALS (AND I STILL DO SOMETIMES), JUST BECAUSE OF THE DRAWING ON THE BACK, HOWEVER THE LOGO WITHOUT THE BACK IS JUST LIKE ANY OTHER BLACK AND WHITE BRAND LOGO AND IT DOESN’T STAND OUT ENOUGH. THE CLOTHING DRAWING ADDS A CERTAIN FEEL TO IT AND IN ADDITION THE CONSUMERS CAN SEE WHAT THE STORE IS ABOUT JUST BY LOOKING AT IT, WHICH IS SOMETHING I WAS GOING FOR.
The Wardrobes THE LOGO WOULD BE USED IN DIFFERENT WAYS- FOR INSTANCE THE PROMOTIONAL POSTERS WOULD JUST INCLUDE THE RECTANGLE WITH THE TEXT. THE FULL LOGO WOULD BE FEATURED IN THE STORE, AND SOME SMALLER PROMOTIONAL MATERIALS CAN INCLUDE JUST THE FONT. SINCE THE LOGO IS QUITE ARTSY THEN IT IS HARD TO WORK IT INTO DIFFERENT MATERIALS, WHICH IS WHY I DECIDED TO USE IT IN DIFFERENT WAYS. IT IS NOT UNCOMMON IN THE INDUSTRY- FOR INSTANCE BALMAIN’S WRITTEN LOGO AND THE ICON ARE TOTALLY DIFFERENT AND THEY ARE USED SEPEARTELY AS WELL. SAME WITH MISSGUIDED, THE LOGO FEATURED IN THEIR PROMOTIONAL MATERIALS AND INSTAGRAM PROFILE PICTURE, ISN’T USED ANYWHERE IN THE WEBSITE.
USERNAMES
ONCE I GOT THE NAME FIGURED OUT, I CREATED SOCIAL MEDIA PLATFORMS. I STARTED WITH THE EMAIL AS I WANTED TO MAKE EVERYTHING PROFESSIONAL, SO WHEN I WOULD ENQUIRE ABOUT SOMETHING, I WOULD DO IT THORUGH THE EMAIL. UNFORTUNATELY EVERY SINGLE COMBINATION I TIRED WAS TAKEN. SO EVENTUALLY I ENDED UP CHOOSING THE FOLLOWING: T H E W A R D R O B E S . ENQUIRIES@GMAIL.COM WHICH TURNED OUT TO LOOK QUITE PROFESSIONAL AND A GREAT ASSET TO MY INVESTORS PITCH.
NEXT UP WAS THE SOCIAL MEDIA PLATFORMS. FACEBOOK WAS EASY- YOU CAN NAME YOUR COMPANY ANYTHING YOU WANT AND DO NOT NEED TO WORRY ABOUT THE FACT THAT SOMEONE HAS TAKEN THE NAME. SUPRISINGLY NOBODY HAD- THE COMPETITORS WITH A SIMILAR NAME I HAD RESEARCHED BEFORE DIDN’T EVEN HAVE A FACEBOOK PAGE WHICH MADE IT EVEN EASIER FOR CUSTOMERS TO FIND MY BUSINESS. INSTAGRAM WAS MORE COMPLICATED. SIMPLER NAMES WERE TAKEN, SO I HAD TO START USING SYMBOLS. FROM A CUSTOMER POINT OF VIEW USING A FULL STOP IS THE MOST EASIEST, SINCE THAT WILL PROBABLY BE THE FIRST COMBINATION THEY WILL TRY IF THE USERNAME HAS BEEN FORGOTTEN. HOWEVER THAT WAS TAKEN ASWELL SO IN THE END I CHOSE THEWARDROBES_
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The Wardrobes
FOR THIS PROJECT I DIDN’T DO A WEBSITE, HOWEVER I DID LOOK INTO CREATING ONE AND GETTING THE CORRECT DOMAIN. GO DADDY IS A WEBSITE IN THE UK WHERE YOU TYPE IN THE WANTED NAME AND IT WILL SHOWCASE YOU THE ONES THAT ARE AVAILABLE WITH DIFFERENT EXTENSIONS. FOR INSTANCE IF I WOULD WANNA CHOOSE THEWARDROBES.CO IT WOULD COST ME £ 9.99 FOR MY FIRST YEAR. THERE IS ANOTHER OPTION AS WELL,IF I WOULD WANT T H E W A R D R O B E S . C O. U K THEN THIS COMPANY WOULD CONTACT THE OWNER OF THE DOMAIN ON MY BEHALF (FOR A CERTAIN FEE) TO SEE IF IT WOULD BE FOR SALE.
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“ Part four THE PROCESS
70
THE BUSINESS PLAN
IN THE INDUSTRY, IN ORDER FOR INVSTORS TO CONSIDER A PROPOSAL SERIOUSLY, A BUSINESS PLAN IS USUALLY NEEDED, WHICH IS WHY I DECIDED TO WRITE ONE. THIS WOULD HIGHLIGHTED HOW THE BUSINESS WORKS AND HOW IT MAKES ITS MONEY. WAGNER (2013) MENTIONED HOW “8 OUT OF 10 ENTREPRENEURS WHO START BUSINESSES FAIL WITHIN THE FIRST 18 MONTHS” WHICH
IS WHY IT IS IMPORTANT TO ESTABLISH A BUSINESS PLAN WHICH WILL SET OUT ALL THE OBJECTIVES FOR THE COMPANY TO FOLLOW IN ORDER TO MAKE REVENUE AND BE SUCCESSFUL. IT IS A “WRITTEN STATEMENT THAT DESCRIBES AND ANALYZES YOUR BUSINESS AND GIVES DETAILED PROJECTIONS ABOUT ITS FUTURE” (MCKEEVER, 2010). MY BUSINESS PLAN SHOWCASED HOW I HAD THOROUGHLY CONSIDERED ISSUES FACING ME AS A BUSINESS OWNER AND HOW I UNDERSTOOD THE BUSINESS AND THE INDUSTRY I WAS GOING TO ENTER.
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MARKETING STRATEGY 73
THE FIRST PART OF THE BUSINESS PLAN WAS FOCUSING ON MARKETING STRATEGY- THE USP, MARKET POSITIONING, INDUSTRY OVERVIEW, ETC. NOWADAYS A LOT OF PEOPLE HAVE A CERTAIN PERCEPTION OF SECOND- HAND CLOTHING AND THE STORES IN CARDIFF ESPECIALLY, DO NOT LOOK APPEALING OR ARE USUALLY OUT OF YOUR USUAL WAY. I WANTED TO MAKE THE WARDROBES A PLACE WHICH IS ACCESSIBLE FOR EVERYONE AND WOULD STILL PROVIDE A FEEL OF A “REGULAR HIGH STREET STORE”. HOWEVER IN ADDITION TO IT BEING A STORE TO SHOP AT, THE SERVICE IN-STORE WOULD BE ALSO VERY RELEVANT TO A LOT OF PEOPLE. I KNOW FROM MY OWN EXPERIENCE, I HAVE
A LOT OF CLOTHES WHICH I’VE PURCHASED BY THINKING ‘OH MAYBE I’LL WEAR THAT ONE DAY’ OR ‘IT’S SO CHEAP WOULD BE A SHAME NOT TO GET IT’ WHICH HAS LED TO A LOT OF CLOTHES JUST SITTING IN MY WARDROBE AND COLLECTING DUST. THIS IS EXACTLY WHY I BELIEVE CARDIFF WOULD BE THE PERFECT PLACE TO START A BUSINESS LIKE THIS- THE STUDENT POPULATION LOVES TO SHOP AND LIKES A GOOD DEAL, HOWEVER THEY TEND TO WEAR THEIR ITEMS A FEW TIMES BEFORE THEY EITHER DISCARD IT OR USE SOME RESELL SITES TO SELL IT.
The Wardrobes
I STARTED WITH THE EXPANDED BUSINESS MODEL CANVAS, WHICH ALLOWED ME TO UNDERSTAND EXACTLY WHAT I WANT FROM THIS IDEA AND WHAT I WILL NEED TO SUCCEED. AFTER THIS ALL OF THE OTHER CATEGORIES, SUCH AS MARKET POSITIONING, USP, OBJECTIVES, 7PS AND AIDA SEEMED TO FLY BUY SINCE I HAD A VISION AND NOW I KNEW WHAT I NEEDED TO DO IN ORDER TO ACHIEVE THAT.
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THE EXPANDED BUSINESS CANVAS
The Wardrobes
CUSTOMER SEGMENT
IN ORDER TO CARRY OUT AN EFFECTIVE CUSTOMER SEGMENTATION, THE COMPANY SHOULD KNOW ITS CUSTOMERS. THE BUSINESS CANVAS TARGETS SEVERAL SEGMENTATIONS IN CONJUCTION WITH ONE ANOTHER- THE WARDROBES MAIN AUDIENCE IN CARDIFF IS THE STUDENT POPULATION FOLLOWED BY PROFESSIONALS. WE OPT FOR A MASS MARKET TYPE OF CUSTOMER SINCE THE SERVICE OFFERED IN- STORE WILL BE RELEVANT AMONG THE GENERAL POPULATION. WE PLAN TO PUSH ACTIVE CITY
CENTRE SHOPPERS MORE TOWARDS SUSTAINABLE PURCHASES AND SECONDHAND GOODS. IN ORDER TO GROW THE CUSTOMER BASE WE NEED REPEAT CUSTOMERS AND A GREAT WAY TO ACHIEVE THIS IS THE REFERRAL PROGRAM (20% OFF THE NEXT WEEK’S RENT ONCE YOUR FRIEND SIGNS UP) AND THE STYLING OFFERED IN- STORE. WE PLAN TO KEEP OUR CUSTOMERS EDUCATED BY SHARING REGULAR JOURNAL POSTS EVERY SUNDAY WHICH IN ADDITION TO BEING AN INTERESTING READ ALSO SHOULD MAKE THE CONSUMERS THINK MORE ABOUT THERI LIFESTYLE AND SHOPPING BEHAVIOUR, WHICH MIGHT AFFECT THEIR CLOSE ONES THUS RESULTING IN THE POPULARITY OF SUSTAINABLE CONSUMPTION AND CIRCULAR ECONOMY.
PHOTO: COLLAGE VINTAGE
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VALUE PROPOSITION
THE WARDROBES MAIN MISSION IS TO PROMOTE SUSTAINABLE CONSUMPTION AND CIRCULAR ECONOMY. THE BUSINESS WILL GIVE CUSTOMERS A CHANCE TO MAKE MONEY WITH MINIMAL EFFORT, WHICH WILL ENCHANCE THEIR SAVINGS. WE WANT TO CAPTURE AND RETAIN THE CUSTOMERS, SO THEY WOULD ALWAYS KNOW WHO TO TURN TO WHEN THEY HAVE ITEMS THEY WANT TO GET RID OF. THE FACT THAT THE CLIENTS GET TO KEEP 100% OF THE PROFITS IS A GREAT WAY TO DIFFER FROM THE COMPETITORS AND MAKE THE SERVICE MORE APPEALING. BENDONI (2017) POINTED OUT IN HIS BOOK “EXCLUSITIVITY,
IS A CRITICAL COMPOMENT OF TODAY’S FASHION WORLD”. WE HAVE A CHANCE TO PARTNER UP WITH OTHER START- UP BRANDS TO HAVE THEM FEATURED IN THE STORE, WHICH MAKES THE RETAIL SPACE EVEN MORE EXCLUSIVE AND APPEALING. OUR SOCIAL MEDIA AND WEBSITE WILL BE USED TO SHOWCASE HOW TO STYLE OR WEAR THE PRODUCTS, WHICH CUSTOMERS CAN ONLY FIND IN-STORE.
CHANNELS
THE MAIN AUDIENCE IS GENERATION Z AND MILLENIALS, WHO ARE VERY TECH SAVY AND IT IS IMPORTANT TO TAKE ADVANTAGE OF THE SOCIAL MEDIA. THE WARDROBES PLANS TO USE FACEBOOK, INSTAGRAM, PINTEREST AND THE WEBSITE. THE MOST EFFICIENT CHANNEL WILL PROBABLY BE THE INSTAGRAM PAGE,
WHICH ALLOWS TO RAISE AWARENESS AND PROMOTE THE PRODUCTS. PARTNERCHANNELS, SUCH AS DIFFERENT BRAND WEBSITES WHICH ARE SOLD IN- STORE ALLOW THE BUSINESS TO EXPAND ITS REACH A AND BENEFIT FROM THE BRAND’S STRENGHTS. WOM (WORD OF MOUTH) IS ALSO AN IMPORTANT CHANNEL TO POINT OUT, SINCE IT REQUIRES THE LEAST INVESTMENT AND IS SOMETHING THAT THE T A R G E T AUDIENCE CARES FOR- IF YOU KNOW SOMEONE WHO HAS HAD A GREAT EXPERIENCE THERE YOU ARE MORE KEEN TO CHECK IT OUT YOURSELF.
PHOTO: PINTEREST
CUSTOMER RELATIONSHIPS
THE HIGH STREETIS CURRENTLY IN DECLINE. THIS BUSINESS SHOULD BRING SOMETHING TO THE TABLES WHICH COULD MAKE PEOPLE INTERESTED TO SHOP IN- STORE AGAIN. THE WARDROBES WILL FOCUSE ON CREATING A LONGTERM RELATIONSHIP WITH ITS CUSTOMERS BY MAKING ITSELF SO WIDELY AVAILABLE TO ITS CONSUMERS THROUGH ITS PLATFORMS- WEBSITE, SOCIAL MEDIA AND THE STORE IN THE ARCADES.WE AIM TO ESTABLISH RETENTIVE RELATIONSHIPS, SINCE THE LOYAL CUSTOMERS WILL BE VERY BENEFICIAL FOR THIS BUSINESS. MARTIN (2015) MENTIONED HOW
“LOYAL CUSTOMERS ARE RELATIONSHIPS THAT THE COMPANY SHOULD AIM TO INVEST IN AS THEY WILL YIELD STEADY REVENUE THROUGHOUT THE YEAR.” OUR WEBSITE FEATURES A COMMUNITY WHICH ALLOWS FOR AN ENHANCED CLIENT EXPERIENCE BECAUSE IT ALLOWS CLIENTS TO SHARE THEIR EXPERIENCES AND COME UP WITH COMMON CHALLENGES AND SOLUTIONS.
REVENUE STREAMS
BY LOOKING AT IT FROM A CUSTOMER’S POINT OF VIEW THEN THIS SERVICE IS VERY BENEFICIAL FOR THEM- THEY RENT A SPACE IN- STORE AND GET TO KEEP 100% OF THE PROFITS. THEY DON’T HAVE TO DO ANYTHING OTHER THAN BRING IN THE ITEMS AND PRICE THEM, IN ORDER TO GET RID OF THEIR UNWANTED ITEMS. THE WARDROBES REVENUE STREAMS ARE THE RENT OF THE BOXES AND THE ADVERTISEMENT. WE WOULD CHARGE COLLABORATING BRANDS TO PROMOTE THEIR PRODUCTS ON OUR PLATFORMS.
PHOTO: THE STYLE STALKER
PHOTO: THE STYLE STALKER
KEY RESOURCES
PHYSICAL SPACE AND THE BRAND PLATFORMS (WEBSITE, SOCIAL MEDIA). THIS PROJECT RELIES HEAVILY ON HUMAN RESOURCESTHE WARDROBES SUCCESS DEPENDS ON THE PEOPLE RENTING THE BOXES AND THE CUSTOMERS VISITING THE STORE. PHYSICAL RESOURCES SUCH AS THE SPACE AND THE DISTRIBUTION NETWORK WILL HAVE TO BE ESTABLISHED BUT NEED TO BE USED TO ITS
MAXIMUM IN ORDER TO TAKE FULL ADVANTAGE. CUSTOMER DATABASE WILL BE THE INTELLECTUAL PROPERTY RESOURCE THAT THIS PROJECT WILL BENEFIT FROM- ONCE WE HAVE A LOYAL CUSTOMER BASE IT WILL BE EASIER TO GAIN NEW CUSTOMERS AND WIDER OUR REACH.
KEY ACTIVITES
THE BUSINESS IS FOCUSED ON PROMOTING SUSTAINABLE CONSUMPTION AND CIRCULAR ECONOMY. FURTHERMORE, THE BUSINESS WILL BE OFFERING LOCAL BRANDS, WHO ARE CURRENTLY ONLY BASED ONLINE, TO MAKE THEIR WAY INTO THE HIGH STREET BY BEING FEATURED IN OUR PHYSICAL STORE. ADDITIONAL ACTIVITES SUCH AS STYLING TIPS AND JOURNAL POSTS WILL SHOWCASE TO OUR CUSTOMERS THAT THE BUSINESS ISN’T ONLY INTERESTED IN MAKING A SALE BUT ALSO EDUCATING PEOPLE AND SHARING OUR KNOWLEDGE.
PHOTO: PINTEREST
PHOTO: PINTEREST
KEY PARTNERSHIPS
INFLUENCERS WILL BE THE KEY PARTNERSHIPS TO GET THIS PROJECT STARTED AND GAIN POPULARITY. DIFFERENT LIFESTYLE AND COSMETICS BRANDS WHO WOULD WANT TO BE FEATURED IN THE STORE WILL BE VERY BENEFICIAL FOR THE BUSINESS AS THIS GIVES US AN OPPORTUNITY TO OFFER SOMETHING UNIQUE WHICH OTHER RETAILERS DO NOT. FOR INSTANCE THIS IS WHERE MY CONNECTIONS COME TO USE- BUILDING RELATIONSHIPS WITH START UP BUSINESSES. I AM SURROUNDED BY FASHON STUDENTS WITH
DIFFERENT PROJECTS AND COLLABORATING CAN BE BENEFICIAL FOR BOTH PARTIES. FOR INSTANCE MY FIRST COLLABORATION WOULD BE WITH BARE BEAUTY, WHICH IS A HANDMADE COSMETICS BRAND BASED RIGHT HERE IN CARDIFF.
COST STRUCTURE
VARIABLE COSTS SUCH AS MARKETING, EMPLOYEES, SUPPLIES, ETC WILL HAVE TO BE CONSIDERED. THEY REALLY DEPEND ON THE FACT HOW MANY BOXES WILL BE RENTED OUT ON MONTHLY BASIS. FIXED COSTS INCLUDE THE RENT OF THE SPACE,TAXES, CARD MACHINE ETC.
PHOTO: PINTEREST
PHOTO: THE STYLE STALKER
The Wardrobes
AFTER I ESTABLISHED THE BUSINESS MODEL CANVAS, THEN EVERYTHING ELSE CAME MORE EASILY. I STARTED DOING MORE RESEARCH INTO DIFFERENT SECTIONS AND LOOKED ON HOW THE COMPETITORS DO IT, IN ORDER TO MAKE THIS BUSINESS AS FRIENDLY AND INTERESTING AS POSSIBLE FOR EVERYONE. GUERILLA ADVERTISEMENT WAS DEFINITELY ONE THING I DID WANT TO MENTION BECAUSE I FELT THIS GOES TOGETHER WITH THIS IDEA THE MOST. IF THE OBJECTIVE IS TO PROMOTE SUSTAINABLE CONSUMPTION THEN SHOWCASING THE OVERFLOWING CLOTHES IN THE MIDDLE OF THE STREET
(ESPECIALLY NOW WHEN SUSTAINABILITY IS SUCH A HUGE TOPIC OF INTEREST) IS JUST GENIUS AND A GREAT WAY TO SEIZE THE MOMENT. IN ADDITON TO IT BEING QUITE CHEAP COMPARED TO OTHER ALTERNATIVES, IT IS THE MOST ENGAGING I WOULD SAY. THIS ISN’T JUST SOMETHING YOU CAN WALK BY AND NOT ACKNOWLEDGE. HOWEVER I DID DO RESEARCH INTO OTHER FORMS OF ADVERTISEMENT AS WELL.
The Wardrobes
WILBERG (2018) POINTED OUT “AS OUR DEPENDENCE ON SOCIAL MEDIA GROWS, AND IT BECOMES MORE INTEGRATED INTO OUR LIVES, WE’RE BECOMING MORE INFLUENCED BY WHAT WE SEE ONLINE THAN EVER BEFORE — ESPECIALLY WHEN IT COMES TO FASHION.” THIS IS WHY I DECIDED TO USE INFLUENCERS AS A PART OF MY MARKETING AND PROMOTIONAL MIX. ONCE THE INFLUENCERS SHOW THE SERVICE AND INFORM THE CUSTOMERS HOW EASY IT IS THE USE, A LOT OF OTHER PEOPLE WILL FOLLOW.
PHOTO: PINTEREST
INFLUENCERS IF THIS PROJECT WAS EVER TO COME A REAL DEAL, THEN I LOOKED UP INFLUENCERS WHO WOULD BE VERY BENEFICIAL TO THIS PROJECTHOLLY PEDLAR (INSTAGRAM FOLLOWING 29.3K) IS BASED IN CARDIFF AND WAS VERY KEEN TO SELL HER ITEMS. SHE GETS SEND A LOT OF PROMOTIONAL ITEMS BY A VARIETY OF BRANDS ON A REGULAR BASIS WHICH SHE DOESN’T WEAR OR NEED, SO HER WARDROBE GROWS BY THE DAY. SINCE SHE IS ALWAYS GETTING HER FRIENDS INVOLVED (WHO ALSO HAVE A BIG FOLLOWING, LIKE MEG CUMMINGS WITH 13.4 K) THEN IT WOULD BE GREAT FOR THE WARDROBES TO GET THEM ONBOARD. FOR INSTANCE IF WE LET THEM SELL THEIR ITEMS IN THE STORE FOR A MONTH FOR FREE (WOULD TAKE A COMISSION 20% JUST TO EARN SOMETHING OUT OF
IT) THEN THE INFLUENCERS COULD GET RID OF THEIR ITEMS MORE EASILY, RATHER THAN SELLING THEM ON DEPOP AND DEALING WITH ALL THE HASSLE THAT COMES WITH IT. OTHER INFLUENCERS INCLUDED A FEW ONES FROM BRISTOL SUCH AS HOLLIE EMPARSONS AND LEIGH WOODZ WHO ARE KNOWN TO BE BIG USERS OF DEPOP AND COULD BENEFIT FROM THIS COLLABORATION TOO. LEIGH HAS MENTIONED PREVIOUSLY HOW SHE GOES TO HER LOCAL POST OFFICE AT LEAST ONCE A DAY TO SEND OF THE BOUGHT ITEMS.
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TARGET AUDIENCE
THE CONSUMER PROFILE CHANGED THROUGH-OUT THE PROJECT, THE INITIAL ONE (ON THE RIGHT) WASN’T USED DUE TO THE LANDSCAPE MODEL AND THE FACT THAT IT DIDN’T PORTRAY THE EXACT CUSTOMERS I WAS INTERESTED IN. I FELT THAT THE FOCUS WAS TOO MUCH ON THE SECONDHAND FACTOR RATHER THAN THE TRENDINESS, WHICH WAS SOMETHING I WANTED TO HIGLIGHT IN ORDER TO GET MORE CUSTOMER INTERESTED.
“ THE NEW CUSTOMER PROFILE PORTRAYED EXACTLY WHAT I HAD IN MIND. IT SHOWCASED HOW THERE IS A VARIETY OF CLOTHING FOR A EACH INDIVIDUAL (MALE AND WOMEN). IT SHOWCASED HOW THE CONSUMER’S TIME IS PRECIOUS WHICH THIS SERVICE WOULD TAKE INTO CONSIDERATION.
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MARKETING TOOLS
THIS WAS THE LAST THING TO CONSIDER FROM THE MARKETING PLAN. FROM THE BEGINNING MY DEFINITE PLAN WAS INSTAGRAM AND FACEBOOK, HOWEVER THE MORE I LOOKED INTO DIFFERENT OPTIONS THE MORE I STARTED TO CONSIDER PINTEREST AS
WELL. SINCE THIS PROJECT RELIES ON PICTURES THAT ARE APPEALING TO EVERYONE, THEN WE WOULD BENEFIT FROM USING PINTEREST (IF WE ARE LOW ON CUSTOMER PHOTOS), SO WHY NOT CONNECT THIS WITH OUR AUDIENCE SO THEY WOULD ALSO HAVE A CHANCE TO SEE WHAT INSPIRES THE BUSINESS? THIS PROJECT SHOWCASED ME THAT EVERYTHING CAN BE TURNED INTO A ADVERTISEMENT PALTFORMS IF YOU ARE SMART ENOUGH.
PHOTO: PINTEREST
PHOTO: PINTEREST
PROMOTIONAL STRATEGY
THE SOCIAL MEDIA FEED CHANGED A LOT OVER THE PERIOD OF A FEW MONTHS. THE INITIAL IDEA I HAD, DIDN’T SEEM TO WORK SINCE IT DID GIVE AWAY A CERTAIN FEEL, WHICH I DIDN’T WANT TO ATTRACT. I WANTED TO MAKE THE SECOND- HAND CLOTHING NOT FEEL LIKE IT USUALLY DOES AND GIVE A TRENDY FEEL TO IT ALL. IN ORDER TO DO THAT I NEEDED TO MAKE THE FEED AS APPEALING AS POSSIBLE. HOWEVER THE IDEA DIDN’T INCLUDE JUST POSTING NICE PICTURES OF CLOTHING. I WANTED TO COMBINE QUOTES INTO MY NEWSFEED SINCE IT IS
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SOMETHING CUSTOMERS CAN CONNECT WITH AND WOULD MAKE THE FEED MORE INTERESTING FOR THE EYE. SINCE NOWADAYS PEOPLE ARE SO EASILY INFLUENCED BY DIFFERENT REVIEWS THEN THE FEED NEEDED TO INCLUDE ALSO THE CUSTOMER PICTURES, TO SHOWCASE THAT IT IS A TRUSTHWORTHY BUSINESS AND SHOWCASE THAT PEOPLE DO LOVE IT.
The Wardrobes
THIS WAS THE FIRST TEST OF THE SOCIAL MEDIA FEED- I WANTED TO USE A HANDWRITTEN FONT IN THE QUOTES POST TO ADD A PERSONAL TOUCH TO THE FEED. I DECIDED TO TRY OUT THE FONT USED IN THE LOGO HOWEVER, I FELT THAT IT WAS TOO HEAVY WHICH IS WHY I CHANGED IT. IN ADDITON TO THIS THE QUOTES POSTS WERE REALLY BORINGHOW MANY BRANDS CAN YOU THINK OF THAT USE BLACK FONT IN A WHITE BACKGROUND AND WRITE SOME INSPIRING TEXT ON IT? A LOT. AND I DIDN’T WANNA BE LIKE A BASIC BRAND I WANTED TO MAKE IT MORE MEMORABLE AND UNIQUE.
The Wardrobes SO MY NEXT TEST WAS TO USE THE GARMENTS IN THE LOGO AS A BACKGROUND, HOWEVER THAT MADE THE FEED LOOK EVEN MORE COMPLICATED WHICH IS WHY THE IDEA WAS DISCARDED QUITE FAST. THIS WAS ALSO THE POINT I STARTED TO THINK ABOUT MORE ABOUT THE IMAGES USED. THE WARDROBES IS A SECONDHAND STORE HOWEVER IT SHOULDN’T FEEL LIKE ONE, WHICH IS WHY THE IMAGES SHOULD LOOK MORE CLASSY AND COOL, I WOULD TRY TO AVOID THE COLOUR BROWN AS IT CAN GIVE AWAY THAT “OLD FEELING”. WHEN IT CAME TO THE QUOTES POSTS I REALISED THEY SHOULD BE LESS FREQUENT DUE TO THE FACT OTHERWISE I WILL RAN OUT OF MATERIAL. SO I STARTED TESTING DIFFERENT LAYOUTS.
The Wardrobes
THE FINAL FEED INCLUDED FLATLAYS, WHICH WERE TURNED INTO GIFS IN ORDER TO MAKE IT MORE INTERACTIVE AND DUE TO THEIR POPULARITY. THE QUOTES POSTS WOULD BE MORE SPREAD OUT AND WOULD BE INCORPORATED WITH THE PROMOTION OF THE SERVICE. SO FOR INSTANCE IF I MADE A POST ABOUT HOW SUSTAINABILITY ISN’T JUST A TREND, THEN I WOULD FIND A WAY TO MENTION HOW THE WARDROBES CORE OBJECTIVE IS TO PROMOTE SUSTAINABLE CONSUMPTION.
The Wardrobes
THEN I DESIGNED MY HIGHLIGHTS SECTION PHOTOS. THE IDEA FOR THEM AS WELL WAS TO BE A SIMPLE AS POSSIBLE. SO I INCLUDED A FIGURE OF A MAN AND A WOMAN IN THE CUSTOMERS HIGHLIGHT, A LEAF TO THE SUSTAINABILITY AND A MANNEQUIN TO THE PRODUCTS ONE. OUR STORY HIGLIGHT WAS THE MOST HARDEST ONE, SINCE I TIRED TO USE MY OWN LOGO IN BLACK AND WHITE AT FIRST HOWEVER IT FELT TOO LIGHT WHEN IT SAT NEXT TO THE OTHER SO I ENDED UP USING A HANGER FOR THAT.
The Wardrobes
WITH THE SOCIAL MEDIA I TRIED TO THINGS AS QUIETLY AS POSSIBLE JUST DUE TO THE FACT THIS ISN’T AN ACTUAL BUSINESS YET AND PEOPLE MIGHT GET CONFUSED. SO I DIDN’T PROMOTE THE POSTS OR FOLLOW PEOPLE, HOWEVER THE USE OF HASHTAGS JUST SHOWS HOW IT CAN INCREASE THE CLICKTHROUGH RATES AND DRAW ATTENTION. FOR INSTANCE SOMEONE COMMENTED HOW THEY CAN’T FIND A WEBSITE LINK IN MY BIO. HOWEVER I DID INFORM THE “FAN” THAT THIS
IS AN UNIVERSITY PROJECT AT THE MOMENT SO WE WOULDN’T GET ANY HOPES UP. I DID A LOT OF DIFFERENT STYLES ON THE INSTAGRAM STORIES WHICH WERE ALL KEPT IN THE HIGLIGHTS JUST TO SHOWCASE HOW THIS BUSINESS HAS ENVOLVED.
The Wardrobes
WEBSITE LAYOUT WAS ONE OF THE HARDEST THING PROBABLY- AGAIN IT WAS VERY HARD TO INCORPORATE MY LOGO IN IT AND SINCE I INSISTED ON USING THE FULL THING IN THE WEBPAGE, MADE THE WHOLE PROCESS MORE HARDER THAN IT SHOULD BE. HOWEVER IN THE END I DECIDED TO GO FOR LESS IS MORE LOOK, WHICH SEEMED TO WORK GREAT. IF I WOULD COMBINE MEN’S AN WOMEN’S CLOTHING AND HAVE THE NECESSARY CATEGORIES UP ON THE TOP, THEN EVERYTHING WOULD BE VERY EASILY UNDERSTANDABLE AND WOULD APPEAL TO ALL THE GENDERS.
“ “SOCIAL MEDIA IS THE MAIN WAY YOUR COMMUNITY PROVIDES FEEDBACK. IT’S A POWERFUL TOOL TO GET OPINIONS” (GUILIANO, 2018). THIS IS WHY THE WARDROBES INCLUDED A BLOG ON THE WEBSITE, WHICH IS A GREAT WAY TO GET IN TOUCH WITH THE CONSUMERS AND EDUCATE THEM ON DIFFERENT MATTERS.
The Wardrobes FACEBOOK WAS QUITE SIMPLE FROM THE BEGINNING- I CREATED A COLLAGE FOR THE COVER PHOTO OF ALL THE FLATLAYS TOGETHER TO SHOWCASE THE VARIETY OF CLOTHING. IF THIS BUSINESS WAS EVER REAL, THAT COLLAGE WOULD BE MADE OUT OF MALE AND FEMALE CLOTHING JUST TO SHOWCASE THE DIVERSITY. THE POSTS PUT TO FACEBOOK WOULD DIFFERENT FROM INSTAGRAM AS MENTIONED IN BOTH BUSINESS AND VM DOCUMENTS. FOR INSTANCE IF I UPLOAD A FLATLAY TO INSTAGRAM, I’M GONNA USE A DIFFERENT ONE A DIFFERENT DAY IN FACEBOOK. SO THAT CUSTOMERS WHO FOLLOW BOTH PROFILES CAN SEE THE WIDE RANGE OF THE WARDROBES PRODUCTS. CREATING A FLATLAY DOESN’T TAKE LONG AND NEITHER DOES DOING IT INTO A GIF, SO THIS WOULDN’T BE AS TIME CONSUMING AS YOU THINK.
The Wardrobes
FOR THE PROMOTIONAL STRATEGY, MORE ADVERTISEMENT NEEDED TO BE CONSIDERED IN ORDER FOR THE BUSINESS TO BE SUCCESSFUL. I LOOKED INTO DIGITAL ADVERTISEMENT (FOR INSTANCE THOSE BOARDS UP BY THE STEAK HOUSE) AND THE ADVERTISEMENT ON THE BUS STOPS, HOWEVER DUE TO THE HIGH COST I NEEDED TO CONSIDER OTHER OPTIONS. I ENDED UP GOING WITH A COMPANY
CALLED DIABOLICAL, SINCE THEY ARE WELL- KNOWN IN THE INDUSTRY AND OFFER A GREAT SERVICE. AUTHORISED FLYPOSTING SCHEME IS PERFECT FOR THIS PROJECT, SINCE THESE POSTERS CAN GO UP IN A VARIETY OF LOCATIONS WHICH ALLOW THE COMPANY TO ATTRACT DIFFERENT CROWDS. GUERILLA MARKETING WOULD WORK GREAT AS MENTIOEND BEFORE SINCE IT IS CREATIVE (AS THIS COMPANY) AND WOULD BE A PERFECT OPPORTUNITY TO PROMOTE THE SUSTAINABLE CONSUMPTION AND THE OVERFLOWING CLOTHING. USING A COATHANGER ON THE STREETS IS VERY COST EFFICIENT HOWEVER GREAT ADVERTISEMENT AND WILL BE SURE TO GATHER PEOPLE’S ATTENTION.
The Wardrobes
I TESTED OUT A VARIETY OF POSTERS, HOWEVER IN TH END I DECIDED TO GO FOR ONE WHICH ONLY INCLUDED THE BOX OF THE LOGO. I FELT SINCE THE PHOTO USED FEATURED BROWN COLOURS (WHICH ARE ALSO USED IN THE LOGO) WILL MAKE THE TEXT ITSELF AND THE COLOUR SCHEME VERY MEMORABLE, SO IF THE CUSTOMERS WOULD SEE THE FULL LOGO IN THE RETAIL SPACE THEY WOULD SEE RECOGNISE SOMETHING FAMILIAR ABOUT IT AND BE MORE INTERESTED TO CHECK OUT THE STORE THEMSELVES.
FINANCIAL PROJECTIONS
MCKEEVER (2016, P. 36) MENTIONED “IF YOU ESTIMATE SALES TOO HIGH, YOUR BUSINESSS WON’T HAVE ENOUGH MONEY TO OPERATE. BUT IF YOU ESTIMATE SALES TOO LOW, YOU WONT BE PREPARED OR ABLE TO HANDLE ALL THE BUSINESS YOU GET. “ FINANCIAL PLANS WERE DEFINITELY THE MOST TRICKY PART OF THE BUSINESS PLAN. IT TOOK A LOT OF GOOGLING AND MANHOURS TO MAKE IT LOOK REALISTIC. I ESTIMATED 80% OF THE BOXES TO BE SOLD OUT ON AVERAGE, HOWEVER THERE ARE LOW SEASONS AND HIGH SEASONS WHICH I TOOK INTO CONSIDERATION. MY MAIN PROBLEM SEEMED TO BE THAT I KEPT LOOKING THINGS FROM MY POINT OF
VIEW AND NOT CONSIDERING WHAT ACTUALLY MATTERSFOR INSTANCE THE PRICE OF THE SERVICE SHOULD BE DETERMINED BY THE FACT THAT THE BUSINESS WILL COVER ITS COSTS. AFTER I DID THIS, EVERYTHING STARTED TO MAKE MORE SENSE AND THE FINANCES ACTUALLY WORKED OUT. MCKEEVER (2016, P. 44) HIGLIGHTED HOW “ FOR MOST SMALL BUSINESSES THE DIFFERENCE BETWEEN SUCCESS AND FAILURE LIES WITH KEEPING THE COSTS DOWN.” IN THE UK THE TAXABLE TURNOVER THRESHOLD IS £85,000. THIS MEANS THAT IF YOU EARN MORE OVER THAT, YOU BUSINESS MUST BE REGISTERED FOR VAT, THUS MORE LEGAL WORK AND DOCUMENTS AND MORE TAXES. SO THIS WAS DEFINITELY A TARGET I DIDN’T WANT TO HIT.
PHOTO: THE STYLE STALKER
PHOTO: PINTEREST
The Wardrobes
WHEN IT CAME TO MY MARKETING BUDGET I TRIED TO BE AS MINIMAL AS POSSIBLE. IT STARTED OFF WITH ONLY £150 PER MONTH HOWEVER SINCE THAT WAS NOT REALISTIC THEN I EVENTUALLY ENDED UP GOING FOR £850 PER MONTH. DISCRETIONARY COSTS PLAY AN IMPORTANT PARTFOR EXAMPLE I PLAN TO DO MORE ADVERTISING BEFORE OPENING THE STORE AND ON THE FIRST FEW WEEKS TO GET THE WORD OUT, HOWEVER AFTER THAT PERIOD THE COST SHOULD BECOME SMALLER. MY MARKETING COSTS WERE
CALCULATED ON A MONHTLY BASIS TO GIVE AN AVERAGE OVERVIEW. HOWEVER WHEN FOR INSTANCE ALL THE BOXES ARE SOLD OUT, THEN LESS ADVERTISING WILL BE NEEDED AND THOSE INTERESTED WILL BE QUEUED UP THUS MAKING THE SERVICE EVEN MORE EXCLUSIVE AND TALKED ABOUT . HOWEVER AGAIN WITH FINANCES IT IS BETTER TO CONSIDER THE WORST CASE SCENARIO SO THAT’S WHAT I DID.
The Wardrobes
FIXED COSTS INCLUDED CERTAIN THING WHICH WERE NECESSARY IN ORDER FOR THE STORE TO FUNCTION. FOR INSTANCE CARD MACHINES“BY 2026, IT IS PREDICTED CASH WILL BE USED FOR JUST 21%, ACCORDING TO FIGURES FROM UK FINANCE “(JONES, LYONS AND COLLINSON, 2018). I MANAGED TO GET A QUOTE FROM A FEW COMPANIES AND THE BEST DEAL I FOUND WAS £9.95 PER MONTH FOR A PIN AND CHIP MACHINE, WHICH ALLOWS ME TO TAKE CARD PAYMENTS AND APPLE/ ANDROID PAY AS WELL. IN ADDITION TO THIS I CAN TAKE PAYMENTS OVER THE PHONE WHICH IS
GOOD FOR PEOPLE WHO ARE LOOKING TO BOOK THE BOX FOR A LONGER TIME AND CAN’T COME INTO THE STORE FOR THEIR RENT PAYMENTS. THE MACHINE CHANGES 0.4% OF THE TRANSACTION FEE FOR PEOPLE WHO PAY BY DEBIT CARD AND 1% FOR PEOPLE WITH CREDIT CARDS. THE COMPANY SENDS ME AN INVOICE ONCE A MONTH WITH THE CHARGES. SO HOW IT ALL WORKS IS THAT THE MONEY FROM THE MACHINE WOULD BE TRANSFERRED INTO MY BUSINESS ACCOUNT, AND THEN THE COMPANY WOULD SEND ME THE FEES VIA EMAIL INVOICE ONCE A MONTH. I WOULD PLUG THE MACHINE INTO THE BROADBAND FOR FASTER SERVICE AND THAT IT WONT AFFECT MY PHONE LINE WHICH IS GREAT.
PHOTO: PINTEREST
PHOTO: PINTEREST
The Wardrobes
DAVE LAVINSKY HIGHLIGHTS HOW “THE MOST IMPORTANT PART OF AN EXECUTIVE SUMMARY IS THE FIRST PARAGRAPH THAT CLEARLY EXPLAINS WHAT THE COMPANY DOES” (MARKOWITZ,NO DATE).AFTER I FINISHED THE BUSINESS PLAN, I COMBINED ALL THE RESEARCHED INFORMATION, THE COMPANY INFORMATION I CAME UP WITH AND THE SALES FIGURES IN ORDER TO WRITE AN EXECUTIVE SUMMARY. THE IDEA IS THAT IF ONE READS THIS SUMMARY, THEY WOULD KNOW ALL THE IMPORTANT FACTS ABOUT THE BUSINESS THEY NEED WITHOUT DWELLING INTO TOO MUCH DETAIL.
PHOTO: PINTEREST
“ Part five THE LOOK
THE VISUAL 148 MERCHANDISING KIT
FIRST OF ALL I STARTED WITH THE PACKAGING- IN THE BEGINNING I DECIDED TO HAVE MY BAGS LAMINATED FROM THE OUTSIDE, AS IT PROVIDES A MORE SOPHISTICATED VISUAL IDENTITY. CARDIFF IS QUITE A RAINY CITY, HOWEVER THE LAMINATION MAKES THE PAPER BAGS STRONGER AND LESS LIKELY TO BREAK WITH A LITTLE RAIN. THE COMPANY I RESEARCHED, INTABAG, USES “BIODEGRADABLE POLYTHENE AND RECYCLED & SUSTAINABLE
PAPER”(INTABAG, 2018) FOR THEIR BAGS WHICH MAKES IT PERFECT. HOWEVER DUE TO THE COST OF THE LAMINATING BAGS I STARTED TO LOOK INTO DIFFERENT ALTERNATIVESFIRST UP FOR PLASTIC BAGS DUE TO THE CHEAP COST AND HTE FACT YOU CAN USE A BAG MORE THAN ONCE. HOWEVER SINCE THE STORE IS MEANT TO PROMOTE THE SUSTAINBEL CONSUMPTION THEN I FELT THAT THE BAGS SHOULD PORTRAY THAT TOO WHICH IS WHY IN THE END I DECIDED TO USE PAPERBAGS WITH THE LOGO ON THEM. THESE WOULD BE AVAILABLE IN STORE FOR A CERTAIN SUM HOWEVER WE WOULD PROMOTE CUSTOMERS TO COME WITH THEIR OWN BAG IN ORDER TO PROMOTE SUSTAINABLE CONSUMPTION EVEN FURTHER.
The Wardrobes AFTER THE BAGS CAME THE LABLES, AS SAID IN THE VISUAL MERCHANDISING BOOK I WANTED TO MAKE THEM AS EASY AS POSSIBLE. I ASKED AROUND AND 100% OF PEOPLE AGREED WITH MY STATEMENT THAT THE PRICE AND THE SIZE IS THE MOST IMPORTANT THING ON A LABEL. SO THIS IS WHAT I DECIDED TO INCLUDE. HOWEVER IT IS ALSO IMPORTANT TO KNOW WHICH ITEM BELONGS TO WHICH BOX (INCASE THEY GET MIXED UP AT THE FITTING ROOMS) WHICH IS WHY I ADDED AN ADDITION LINE FOR THE BOX NUMBERS. HOWEVER IF A LABEL COMES OFF COMPLETELY THEN LUCKILY WHEN THE CLIENTS BRING IN THEIR ITEMS, WE WILL MAKE A LIST OF WHAT ITEMS EACH BOX HAS AND WHAT PRICE THEY HAVE, IN CASE IF THE LABEL GOES MISSING SO THAT THE STORE CAN DUPLICATE IT.
The Wardrobes
WHEN IT CAME TO STAFF UNIFORM IT WAS QUITE EASY TO DO- THE WARDROBES WANTS TO SHOWCASE HOW SECOND- HAND CLOTHING CAN BE TRENDY AND IN ORDER TO DO SHOW, THE SALES ASSISTANTS CAN BE OUR CANVASES. NOT HAVING A STRICK WORK UNIFORM HAS PROVEN TO HAVE A LOT OF BENEFITS AND THE WARDROBES WANTS TO TAKE ADVANTAGE OF THAT. I ORDERED MYSELF A NAMETAG AND HAD MY FRIEND MODEL TO SHOWCASE HOW IT WOULD LOOK LIKE ON THE SALES ASSISTANT.
THE EXPERIMENT
THE STORE WAS MEANT TO BE MINIMALISTIC FROM THE BEGINNING- THE IDEA WAS TO HAVE THE FOCUS ON THE GARMENTS. THE SPOTLIGHTS WOULD MAKE THE ITEMS LOOK MORE EXCLUSIVE THUS MAKING IT MORE APPEALING FOR CONSUMERS. SINCE THE STORE WAS MEANT TO DEMOLISH THE PERCEPTION CONSUMERS HAD OF THE SECOND- HAND CLOTHING THEN IT WAS VERY IMPORTANT THAT EVERYTHING WAS THOUGHT OUT OF. FOR INSTANCE WHEN IT CAME
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TO THE FITTING ROOMS I CONDUCTED A LITTLE EXPERIMENT. I TIRED 7 FITTING ROOMS ON THE HIGH STREET TO FIND OUT WHICH ONE HAS THE MOST FLATTERING LIGHTNING AND SHOULD BE CONSIDERED FOR THE WARDROBES AS WELL.
RIVER ISLAND
FIRST UP WAS RIVER ISLAND AND LET ME SAY, THE LIGHTNING IS AMAZING- IT MAKES YOU LOOK LIKE A GREEK GODESS. HOWEVER IT DOESN’T REALLY SHOWCASE THE CLOTHING’S TRUE COLOURS WHICH MIGHT BECOME AND ISSUE WITH THE WARDROBES, AS IT FEATURES A NO RETURNS POLICY. THE FITTING ROOM FEATURED TUBULAR LIGHTS BEHIND THE MIRROR.
NEW LOOK
NEW LOOK’S FITTING ROOM LIGHTING WAS A LITTLE BIT TOO ROUGH AND MADE YOU FEEL A LITTLE BIT UNFLATTERING. THE LIGHT WAS VERY STRONG SO IT EVEN MADE YOU LOOK PALER THAN USUALLY. IT FEATURED TWO VERTICAL SPOTLIGHTS.
H&M
H&M WAS DEFINITELY THE WINNER- IT WAS NICE AND BRIGHT, WHICH GAVE A REAL LIGHT FEEL AND SHOWCASED THE CLOTHING COLOURS LIKE THEY WOULD LOOK LIKE ON THE OUTSIDE. HOWEVER THE BRIGHTNESS DIDN’T MAKE YOU PALE, SO EVERYTHING I TIRED ON LOOKED AMAZING. THIS FITTING ROOM MADE ME WANT TO USE TUBULAR LIGHTS IN THE WARDROBES FITTING ROOMS JUST DUE TO THE FACT HOW FLATTERING THEY MAKE PEOPLE LOOK.
SELECT
SELEC HAD ONE SPOTLIGHT AND IT WAS WAY TOO MUCH- IT MADE ALL THE LUMPS SHOW AND THE ITEMS UNFLATTERING. YOU COULD TELL THE FITTING ROOM WAS JUST THROWN TOGETHER SO CLIENTS HAVE A PLACE TO TRY ON THE ITEMS, NOT GIVING ANY THOUGHT OF HOW IT WOULD LOOK LIKE OR HOW THEY WOULD FEEL
IN IT. FOR INSTANCE THERE WAS A SCRATCHED UP PIECE OF PAPER ON THE MIRROR WHICH ADVERTISED FOR AVAILABE JOB ROLES AND MADE THE FITTING ROOM OVERALL LOOK VERY CHEAP.
PRIMARK
PRIMARK HAD ALSO ONLY ONE SPOTLIGHT, WHICH WASN’T VERY FLATTERING AND LOOKED QUITE HARSH FROM SOME ANGLES. THIS FITITNG ROOM BONUS WAS THE TWO MIRROS.
ZARA
ZARA HAD COMBINED THE SPOTLIGHT WITH TE TUBULAR LIGHT, WHICH WOULD BE A GOOD IDEA, HOWEVER THE SPOTLIGHT WAS TOO STRONG WHICH MADE EVERYTHING SEEM A LITTLE TOO MUCH. THEY HAD COMBINED A QUOTE TO THE FITTING ROOM, WHICH HOWEVER UNFORTUNATELY HAD BEEN DAMAGED AND
SLIGHTLY TORN OFF AT SOME POINTS. I GUESS YOU CAN NEVER TELL WHAT KIND OF CONSUMERS YOU GET IN YOUR FITTING ROOM, WHICH IS WHY PERHAPS IT ISN’T SUCH A GREAT IDEA.
TOPSHOP
FOR A MAJOR RETAILER IN THE HIGH STREET, I EXPECTED MORE FROM TOPSHOP. LET ME START BY SAYING IT TOOK ME ABOUT 2 MINUTES TO EVEN FIND A FITTING ROOM WHERE ALL THE SPOTLIGHTS WERE WORKING, MORE THAN HALF OF THE UPSTAIRS FITTING ROOMS WERE EQUIPPED
WITH ONLY HALF OF THE LIGHTNING. ALSO THE FACT FITTING ROOM WAS ONLY OPEN UPSTAIRS WAS VERY UNCONVENIENT- HAD TO GO UP A FLOOR AND TO THE FAR END TO HAVE A CHANCE TO TRY ON YOUR ITEMS. THIS WAS AFTER YOU HAD WALKED DOWN TO THE DOWNSTAIRS FITTING ROOM AND SEEN A SMALL SIGN WHICH SAID “FITTING ROOM LOCATED UPSTAIRS”. WHEN IT CAME TO THE LIGHTNING IT WAS JUST WEAK, IT LOOKED LIKE A SAVER LIGHTBULB BOUGHT FROM HOME BARGAINS HAD BEEN SCREWED ON AND WAS MEANT TO BE JUST FINE.
“ THIS LITTLE EXPERIMENT HELPED ME REALISED THAT I WANT TUBULAR VERTICAL LIGHTS INTO THE RETAIL SPACE FITTING ROOM, WHICH WOULD BE IN WARM WHITE COLOURS.
PHOTO: PINTEREST
THE STORE
IN ORDER TO CREATE A STORE I NEEDED A SPACE. I WANTED A ONE I COULD ACTUALLY HAVE SO IT WOULD LOOK AS REAL AS POSSIBLE. SO I MET UP WITH STEVEN BINES, WHO IS RESPONSIBLE FOR THE SPACES IN THE CASTLE ARCADES. I EXPLAINED MY IDEA AND WE WENT TO LOOK AT DIFFERENT SPACES , SINCE I FELT FINDING A SPACE FIRST AND DOING THE SKETCH UP BASED ON THAT WOULD BE EASIER. FROM THE THREE WE CHECKED OUT I LIKED THE 15- 17 HIGH STREET ARCADE THE MOST. IT HAD TWO ENTRANCES, TWO FLOORS, BIG WINDOW
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SPACE AND AN EXCITING FEEL TO THE STORE. THE RENT PRICE WAS ALS GOOD, WHICH MADE IT PERFECT FOR THE FIRST STORE OF THE WARDROBES. ARCADES WAS THE PERFECT LOCATION AND THE SURROUNDED STORE’S DIDN’T OFFER ANYTHING SIMILAR WHICH WOULD MAKE THE WARDROBES STAND OUT EVEN MORE.
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THE LOOK OF THE STORE WAS THE MOST IMPORTANT PART OF THE VISUAL MERCHANDISING KIT. A STORE IS MUCH MORE IMPORTANT THAT A CHANNEL FOR SALES, IT REPRESENTS THE BUSINESS AND IT WAS IMPORTANT THAT IT IS APPEALING, TRENDY AND FOR EVERYONE. I ALSO KEPT IN MIND THE STORE’S LAYOUT- SIMPLE AND UNDERSTANDABLE FOR EVERYONE WERE THE KEY WORDS. LAYOUT CAN BE USED TO INFLUENCE CUSTOMER’S BEHAVIOUR, FOR INSTANCE THE TWO DOORSCAN WORK IN MY FAVOUR. I DECIDED TO USE QUITE NEUTRAL COLOURS. AFTER PUTTING TOGETHER A MOODBOARD THE CONSTRUCTION OF THE STORE COULD BEGIN.
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SKETCH UP IS A PROGRAM THAT IS HARD TO USE DUE TO THE FACT IT KEEPS FREEZING AND IT TAKES TIME TO LAY OUT THE ITEMS IN A PREFERRED WAY. FROM THE BEGINNING I HAD A STRONG LOOK FOR THE STORE AND ONCE I HAD THE NECESSARY ITEMS (SUCH AS THE RAILS AND ACCESSORIES STANDS) THEN I CONSTRUCTED THEM ON SKETCH UP AND MOVED ONWARDS FROM THERE. I WANTED THE STORE TO BE SIMPLE AND THE EMPHASIS TO BE ON THE CLOTHES, WHICH I BELIEVE I ACHIEVED- USING SPOTLIGHTS WAS SIMPLE HOWEVER EFFECTIVE WAY TO PUT THE MAIN EMPHASIS ON THE CLOTHING. I TRIED TO
USE A DOTTED WALLPAPER AT SOME POINT TO ADD A LITTLE BIT OF FUN INTO THE SPACE, HOWEVER IT LOOKED TOO TACKY SO I DECIDED THE WHITE WALLS ARE THE BEST OPTION. WHITE WALLS, BLACK AND GREENERY TOGETHER GAVE AWAY A FEEL I WAS GOING AFTER FOR. INITIAL IDEA OF ADDING A COLLAGE WALL TO THE FITTING ROOM ALSO CAME OUT VERY TACKY SO I CHANGED THAT AS WELL.
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THE SLOGAN ON THE MIRROR CHANGED ONCE- AT FIRST IT WAS “THE CLOTHES YOU WEAR TELL A STORY” HOWEVER ASKING OPINIONS FROM THE TARGET AUDIENCE IT SEEMED A BIT CHEESY FOR THEM. SO I DECIDED TO USE “LOOK GOOD, DO GOOD”. THIS SENTENCE WILL EMPHASIZE HOW CUSTOMERS ARE DOING GOOD BY PURCHASING FROM THIS BUSINESS.
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SECOND FLOOR WAS DESIGNED INA A SAME WAY AS THE FIRST FLOOR. THE FITTING ROOMS WERE ONLY LOCATED DOWNSTAIRS DUE TO THE FACT IT IS EASIER TO KEEP AN EYE ON THE STOCK. UPSTAIRS FEATURED MORE OF THE ACCESSORIES BOXES AND ALSO A MIRRORED WALL. AS YOU CAN SEE FROM THE PHOTOS GREENERY IS VERY IMPORTANT IN THE WARDROBES RETAIL SPACEIN ADDITION TO ALL THE GOOD BENEFITS (SUCH AS CLEANING THE AIR) IT IS ALSO VERY RELAXING FOR THE EYE AND EASY TO MAINTAIN. ALSO YOU CAN SEE THAT
THIS RETAIL SPACE DOESN’T USE MANNEQUINS PER SE BUT MORE OF A CLOTHES HANGER. THIS IS DUE TO THE FACT TO TRY TO MAKE STORE AS UNISEX AS POSSIBLE. SINCE THE WARDROBES CAN’T CONTROL THE STOCK THEN IT IS GREAT TO USE MANNEQUINS WHICH FIT BOTH MEN AND WOMENS CLOTHING SO THAT THE EMPHASIS WOULD TRULY BE ON THE GARMENTS. NOWADAYS THE UNISEX CLOTHING IS VERY POPULAR AND THIS BUSINESS WILL TAKE ADVANTAGE OF THAT“THERE HAS CERTAINLY BEEN A RISE IN THE NUMBER OF GENDERLESS COLLECTIONS, BOTH IN HIGH-END FASHION AND AMONG MORE MAINSTREAM RETAILERS LIKE H&M—WHICH LAUNCHED ITS FIRST UNISEX COLLECTION EARLIER THIS YEAR” SAYS NEIL SAUNDERS (RAO, 2017),
PHOTO: CREATIVE CLOTHING RACK
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ONCE I HAD FINISHED MY SKETCH UP I STARTED ADDING DIFFERENT MATERIALS. I TESTING OUT GREY STEEL AND BLACK STEEL. SINCE THE BLACK LOOKED VERY HEAVY THEN I EDITED IT ON THE RENDER TO MAKE IT A BIT LIGHTER AND COME UP WITH A MATERIAL RIGHT BETWEEN THEM TWO. I ADDED THE LIGHTS AND THE STORE WAS READY.
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ONCE I HAD FINISHED MY SKETCH UP I STARTED ADDING DIFFERENT MATERIALS. I TESTING OUT GREY STEEL AND BLACK STEEL. SINCE THE BLACK LOOKED VERY HEAVY THEN I EDITED IT ON THE RENDER TO MAKE IT A BIT LIGHTER AND COME UP WITH A MATERIAL RIGHT BETWEEN THEM TWO. I ADDED THE LIGHTS AND THE STORE WAS READY. REDNERING THE IMAGES WAS A STRUGGLE. THERE WAS TWO DAYS I THINK WHERE I WAS IN UNI FROM 10AM UNTIL 7PM RENDERING THE FILES IN THE 101 CLASSROOM. SINCE THE QUALITY OF THE IMAGES HAD TO BE REALLY GOOD,
THEN IT TOOK ABOUT 2 HOURS TO RENDER A FILE. AND OFCOURSE I HAD DONE ABOUT 20 SCENES IN MY SKETCH UP WHICH EXPLAINS THE AMOUNT OF TIME SPENT ON THIS. THERE WAS A POINT WHERE I WAS USING ALL 7 COMPUTERS IN ONE GO. HOWEVER FEW DAYS AFTER I WAS INFORMED ABOUT AN ONLINE RENDER WHICH TAKES ABOUT 16 MINUTES... I GUESS YOU LIVE AND LEARN, RIGHT?
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THE INTERACTIVE DOCUMENT
SINCE I KNOW I AM VERY SKILLED WHEN IT COMES TO CREATING GRAPHIC MOVING MATERIAL WHICH CAN BE USED IN ADVERTISEMENTS, AS GIF’S, ETC. THEN I FELT I WANTED TO INCLUDE THIS INTO MY WORK. HOWEVER THE FACT THAT THE WORK IS GOING TO BE PRINTED OUT LIMITED MY OPTIONS A LITTLE BIT. SO I DECIDED TO INCLUDE QR CODES. IN SOME CASES IT WAS JUST TO SHWCASE THE SOCIAL MEDIA
PLATFORMS AND ALLOW THE VIEWERS A CHANCE TO GET MORE OUT OF THIS, THAN JUST A PHOTO ON A PAGE. OR FOR INSTANCE WITH THE BILIOGRAPHY I WANTED TO JUST SHORTEN THE TIME IT TAKES TO GET THORUGH THE DOCUMENT- NOBODY WANTS TO SEE MULTIPLE PAGES WITH REFERENCES. ADDING QR CODES ALLOWS PEOPLE TO SCAN IT AND ACCESS THE SOURCES DIRECTLY IF THEY ARE INTERESTED IN AN ARTICLE. SINCE THE INDUSTRY IS EVOLVING AT AN AMAZING RATE THEN I FELT IT WOULD BE VERY BENEFICIAL TO SHOWCASE HOW I CAN CONNECT THE OFFLINE WITH THE ONLINE ONES.
THE LAYOUT
LIKE THE STORE ITSELF AND THE BUSINESS MATERIALS, I WANTED TO DOCUMENTS LAYOUT TO BE AS SIMPLE AS POSSIBLE TOO. THE BUSINESS PLAN CONTAINED A LOT OF TEXT SO MY IDEA WAS TO BREAK IT UP AS MUCH AS POSSIBLE SO THE READER WOULDN’T FEEL LIKE THEY HAVE READ HUNDREDS OF PAGES ALREADY. I ADDED IMAGES ON EACH SPREADS, WHICH ADDS A NICE FEEL TO THE DOCUMENT. SOME OF THEM WERE MY OWN, SUCH AS FLATLAYS, AND OTHERS WERE ILLUSTRATIVE MATERIAL. SINCE THIS BUSINESS IS AIMED FOR EVERYONE THEN THE PHOTOS USED REFLECTED ON THAT. HOWEVER THE WHITE SPACE IS SOME PAGES WAS A LOT, SO I DECIDED TO TRY SOMETHING SIMPLE TO
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SPICE THINGS UP. I ADDED BOXES WITH MY LOGO TO SOME PAGES. THIS AGAIN SHOULD MAKE THE READER THINK ABOUT THE BUSINESS MORE AND THE FONT WILL BE MORE MEMORABLE. THE MAIN CATEGORIES FEATURED COLOUR BLOCKS UNDER THE TEXT TO EMPHAISE THAT THE READER IS NOW APPROACHING A NEW BIG CATEOGRY. THIS ALSO MADE THIS PROJECT FEEL A LITTLE MORE EXCITING, SINCE THE COLOURS WERE DIFFERENT AND THE PHOOTS WERE ORAGANISED ACCORDING TO THAT. ALL OF THE DOCUMENTS WERE PUT TOGETHER WITH THE SAME SYSTEM.
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PRESENTATION
WHEN IT CAME TO PRINTING, WE VISITED THE PRINTERS ABOUT 3 TIMES TO CONSIDER DIFFERENT OPTIONS AND OUTCOMES.MY INITIAL IDEA WAS TO HAVE THE BOOKS IN AS A HANDBAG, SO THERE WOULD BE A CARDBOARD HANDBAG WHERE THE BOOKS WOULD BE IN, HOWEVER DUE TO THE COMPLEXITY OF THIS AND THE WEIGH OF THE BOOKS, IT DIDN’T WORK OUT. I TIRED TO LOOK AT OTHER OPTIONS SUCH AS ORDERING A PLASTIC BAG AND HAVING MY VINYL ON IT HOWEVER DUE TO THE SUSTAINABILITY FACTOR, I DIDN’T PURSUE THIS OPTION.
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AS WITH THE SOCIAL MEDIA, THE VISUAL APPEAL OF THE BOOKS WAS VERY IMPORTANT. I STARTED BROWSING DIFFERENT OPTIONS SUCH AS CLOTH AS A COVER. HOWEVER THIS INCLUDED A LOT OF MANHOURS AND WAS VERY EXPENSIVE WHICH IS WHY I DIDN’T END UP CHOOSING IT. IN ADDITON TO THIS I COULDN’T GET THE LOGO AS I WANTED ON THE COVER. I ENDED UP PICKING TWO HARDCOVERS. WHEN IT CAME TO THE DSESIGN OF THE COVERS, THEN I TIRED USING MY OWN PHOTOS AT FIRST, SO THE BUSIENSS PLAN WOULD INCLUDE A FLATLAY AND THE VM KIT A SKETCH UP PHOTO, HOWEVER IT DIDN’T FEEL AS THEY WERE A
PART OF THE SAME BRAND, WHICH IS WHY I THEN TIRED TO DO IT WITH COLLAGES. FINAL DESIGNS WHICH BOTH FEATURED THE COVERS WITH COLLAGES, WHICH USED PHOTOS FROM INSIDE THE BOOKS. OFCOURSE THEM ALL WERE PAIRED WITH THE WARDROBES FONT AND THE COMPANY NAME, AND THE CREATER NAME ON THE BACK OF THE BOOKS. I CHOSE THE MATT FINISH, BECAUSE I FELT IT GAVE A CERTAIN FEEL ABOUT THIS AS A SUSTAINABLE PROJECT.
The Wardrobes EVEN THE PRINTING PROCESS DIDN’T GO AS PLANNED. MY BUSINESS BOOK CAME OUT WITH THE FIRST GO AND EVERYTHING WAS PERFECT, HOWEVER SINCE THE VM BOOK CONTAINED RENDERED FILES, WHICH AREN’T REALLY PROPER PHOTOGRAPHS, THEN THEY TURNED VERY DARK IN THE PRINTERS. LUCKILY I HAD MET MY BOOKBINDER DAN LIKE 3 TIMES BEFORE AND HE KNEW I WAS VERY DEMANDING SO HE INFORMED ME ABOUT THE PROBLEM SO I DROVE DOWN TO CHECK IT OUT. ABOUT HALF OF THE RENDERS WERE ALMOST BLACK. SO I MADE THEM A LOT MORE BRIGHTER AND WE TRIED AGAIN. WE COULDN’T REALLY FIGURE OUT WHAT THE PROBLEM WAS, BUT IT MUST BE DUE TO THE FACT IT IS A RENDERED FILE AND NOW AN ACTUAL PHOTOGRAPH.
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SINCE THE PROBLEM WASN’T THE SAME ON EVERY PAGE, THEN I DECIDED TO IMRPOVISE. I KEPT THE UPDATED BRIGHTNESS HOWEVER TURNED DOWN THE SATURATION. I THOUGHT IT IS BETTER TO HAVE MORE BLACK AND WHITE PHOTO THAN THE FLOOR TO BE TOO YELLOW. HOWEVER IN ORDER FOR MY DOCUMENT READERS TO GET THE RIGHT IDEA, I INCLUDED TWO PAGES AND MADE A VIDEO TO SHOWCASE THE STORE. SINCE THE FILES WERE PERFECT ON MY COMPUTER THEN I KNEW IT WOULD BE EASIER TO SHOWCASE MY TECHNICAL SKILLS AND ADD AN EXTRA FEATURE. SINCE MY DOCUMENT WAS INTERACTIVE ANYWAY THEN IT ALL WORKED OUT PERFECTLY. I COMBINED THE IMAGES USED IN THE
PHOTOS BEFORE WITH STORE SLOGANS AND SERVICES AND MADE IT INTO AN ADVERTISEMENT VIDEO. THE FINAL PRINT DID COME OUT BETTER THAN THE FIRST ONE, HOWEVER SOME IMAGES WERE STILL TOO DARK AND VIBRANT ALTHOUGHT ALL OF THEIR BRIGHTNESSES AND SATURATION WAS TURNED DOWN. I CAN’T THANK DAN FROM ABBEY BOOKBINDERS ENOUGH FOR HELPING ME AND INFORMING ME ABOUT THIS ISSUE WHICH ALLOWED ME TO CHANGE MY DOCUMENT AND TAKE TURN THIS ACCIDENT INTO AN OPPORTUNITY TO SHOWCASE MY FAST PROBLEM SOLVING SKILLS.
The Wardrobes I DECIDED TO PRESENT IT AS A CARDBOARD BOX, WHICH WOULD CONTAIN BOTH OF THE BOOKS. SINCE THE PROJECT PROMOTES THE SUSTAINABLE CONSUMPTION THEN THE MATERIALS INCLUDED WOULD IDEALLY BE SUSTINABLE AS WELL. I DECIDED TO INCLUDE THE LOGO ON THE FRONT AND THE SLOGAN INSIDE THE BOX SO YOU COULD KIND OF TELL WHAT THIS PROJECT IS GOING TO BE ABOUT. I WANTED TO INCLUDE A MOULD IN THE BOX, WHERE THE BOOKS WOULD SIT IN, SINCE THEY ARE DIFFERENT THICKNESSES HOWWEVER THEY SHOULD BE ON THE SAME LEVEL. HOWEVER SINCE THE PRINTERS TOOK A LITTLE LONGER THAN EXPECTED AND I HAD TO DO A REPRINT, THEN THE MOULDN’T COULDNT BE COMPLETED IN TIME AND I SETTLED FOR BLACK TISSUE PAPER TO GIVE AWAY THAT ELEGANT FEEL
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AS WITH THE SOCIAL MEDIA, THE VISUAL APPEAL OF THE BOOKS WAS VERY IMPORTANT, HOWEVER THE COVERS SHOULD LOOK SIMILAR SINCE IT IS A PART OF THE SAME PROJECT. SO I INCLUDED TWO COVERS WITH COLLAGES, WHICH USED PHOTOS FROM INSIDE THE BOOKS. OFCOURSE THEM ALL WERE PAIRED WITH THE WARDROBES FONTA AND THE COMPANY NAME, AND THE CREATER NAME ON THE BACK OF THE BOOKS.
“ I WAS VERY PLEASED WITH THE FINAL OUTCOME AND I FELT THAT IT SHOWCASED EXACTLY WHAT POTENTIAL VIEWERS NEEDED TO KNOWIT’S ABOUT RESELLING YOUR CLOTHING.
208 PITCH FOR INVESTORS
ONE OF MY OUTCOMES FOR A PITCH PRESENTATION FOR POTENTIAL INVESTORS. THIS TOOK PLACE 27TH OF FEBRUARY AND WENT VERY WELL IN MY OPINION. SINCE THE BRIEF WAS SET UP BACK IN THE OCTOBER THEN I SPECIFIED THE OUTCOME AS A PRESENTATION FOR POTENTIAL INVESTORS HOWEVER THE MORE I WORKED ON THIS BUSINESS PLAN, THE MORE I REALISED I WOULDN’T REALLY NEED AN INVESTOR TO START UP THIS SMALL BUSINESS IN THE ARCADES. HOWEVER SINCE IT WAS SET THEN I HAD TO GO THROUGH WITH IT AND I DECIDED TO PLAY IT FIVE YEARS DOWN THE LINE. I
PRETENDED AS THE BUSINESS HAS BEEN FUNCTIONING FOR FIVE YEARS AND MADE UP FINANCIALS TO SUPPORT MY PITCH. THE MOST TERRIFYING THING ABOUT THIS WAS PROBABLY THE QUESTIONS- I KNEW WHAT MY BUSINESS WAS GOING TO BE ABOUT AND IN THE INVESTORS HANDOUT I ONLY INCLUDED NUMBERS WHICH I UNDERSTOOD AND WOULD BE WILLING TO EXPLAIN. HOWEVER IF SOMEBODY WOULD ASK MORE SPECIFIC QUESTIONS, THEN I WOULD BE IN TROUBLE- THIS MADE ME REALISE IF I EVER WANT TO MAKE THIS BUSINESS A REAL DEAL I WOULD NEED TO GET SOMEONE ON BOARD WHO HAS EXPERIENCE WITH FINANCES AND THE RETAIL ENVIRONMENT.
PHOTO: PINTEREST
“ Part six THE MATERIAL
212 THE COLLABORATION
I DID LOOK INTO COLLABORATING WITH A PHOTOGRAPHER AND A GRAPHIC DESIGNER, IN ORDER TO BENFIT FROM MY COLLABORATING CONTACTS AND MAKE THIS PROJECT MORE OUTSTANDING. SINCE I DIDN’T REALLY NEED A PHOTOGRAPHER, THEN I DIDN’T COLLABORATE WITH ONE. HOWEVER FOR THE INSTAGRAM HIGHLIGHTS SECTIONS, I CONTACTED AN ILLUSTRATOR VIOLETA VELIKOVA. I SHOWCASED HER MY LOGO AND THE HIGHLIGHTS I WOULD NEED THE DESIGNS FOR, HOWEVER SINCE I ENDED UP CHANGING THE FEED A LITTLE AND THE LOGO THEN I DIDNT USE HER WORK.
PHOTOSHOOT ONE 5 DECEMBER
FIRST PHOTOSHOOT WAS FOR CREATING FLATLAYS. USUALLY FLATLAYS ARE BASIC COMBINATION OF CLOTHING ON A WHITE BACKGROUND, HOWEVER I WANTED TO MAKE SOMETHING DIFFERENT WHICH IS WHY I ENDED UP USING A GREY BLANKET IN THE BACKGROUND. I USED MY OLD CLOTHES TO SHOWCASE HOW SECOND- HAND CAN LOOK JUST AS TRENDY AND WEARABLE LIKE ANY OTHER RETAILER IN THE MARKET.
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PHOTOSHOOT TWO 8 DECEMBER 2018
SINCE I KNEW FROM THE BEGINNING I WOULD STRUGGLE TO MAKE THIS IDEA AS MUCH FOR THE MALE POPULATION AS I AM DOING IT FOR WOMEN SO I TRIED TO HAVE MORE PHOTOSHOOTS FOR MEN. WE WENT TO A VARIETY OF LOCATIONS AND USED DIFFERENT OUTFITS. THESE PICTURES WERE USED TO SHOWCASE ON THE SOCIAL MEDIA PLATFORMS HOW THE STORE IS AIMED FOR THE MALES TOO.
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PHOTOSHOOT THREE 10 DECEMBER 2018
THE SECOND PHOTOSHOOT TOOK PLACE A FEW DAYS AFTER. THIS WAS ALSO MEANT TO BE USED FOR MY SOCIAL MEDIA PLATFORMS TO SHOWCASE MY HAPPY CUSTOMERS. I FOLLOWED THE MODEL AROUND IN CARDIFF AND TO HER TO BE AS HAPPY AS POSSIBEL AND ENJOY HERSELF. I LIKED THE OUTCOME OF THESE PHOTOS SINCE YOU CAN SEE SHE REALLY ENJOYED HERSELF AND IT DIDN’T COME OUT AS FORCED.
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PHOTOSHOOT FOUR 20 DECEMBER 2018
THIS PHOTOSHOOT WAS FOR THE NEW FLATLAYSSINCE I HAD ALREADY TRIED OUT BEFORE WHAT ITEMS WORK AND WHAT COLOURS TO USE, THEN I KNEW WHAT I WAS DOING. I EDITED THE IMAGES CLEAR FROM THE BACKGROUND AND ADDED A SLIGHT GRAY TO THE BACK IN ORDER TO NOT HAVE TOO PLAIN LOOKING PHOTOS. THESE WERE THEN TURNED INTO GIF’S FOR MY SOCIAL MEDIA.
PHOTOSHOOT FIVE 5 FEBRUARY 2019
THE THIRD PHOTOSHOOT WAS TO ADD MORE COLOUR INTO MY SOCIAL MEDIA AND THE RESEARCH BOOK. I WANTED TO SHOWCASE HOW I WOULD PROMOTE THE CONSUMER PHOTOS ON MY SOCIAL MEDIA FEED. EVERYTIME I HAD A SHOOT I USED A VARIETY OF LOCATIONS TO SHOWCASE THE UNIQUENESS OF CARDIFF.
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“ Part seven THE COST
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THE MOST MONEY WENT OFCOURSE ON THE PRINTING OF THE BOOKS. SINCE I WANTED HARDCOVERS THEN IT COST ME ABOUT 200 POUNDS FOR TWO BOOKS. WHEN IT CAME TO THE PRESENTATION OF THE BOOKS I WAS AS RESOURCEFUL AS POSSIBLE, I DID WANT TO ORDER A BOX WITH MY LOGO PRINTED ON IT HOWEVER MOST PLACES TAKE MINIMAL ORDERS OF 500 WHICH DIDN’T WORK OUT. SO I DECIDED TO BUY THE BOX SEPERATELY AND THE VINYLS ON TOP OF THAT.
“ Part eight THE REFLECTION
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THIS PROJECT HAS GIVEN ME AN OPPORTUNITY TO TAKE RESPONSABILITY FOR MY OWN LEARNING. I PLANNED AND PRODUCED TWO PRINTED OUTCOMES, WHICH INTEGRATED AN EXTENSIVE RESEARCH, PROBLEM SOLVING, ORGANIZING, ANALYZING, DESIGNING, TECHNICAL AND PRESENTATIONAL SKILLS. FOR INSTANCE I LEARNED SO MUCH ABOUT THE REAL BUSINESS WORLD AND THE FINANCIAL ASPECT OF AN IDEA, WHICH WOULDN’T HAVE BEEN POSSIBLE WITHOUT THIS PROJECT. USING SKETCH UP, PHOTOSHOP, INDESIGN AND ILLUSTRATOR ON A DAILY BASIS, THIS
PROJECT HAS ENCHANCED MY DIGITAL SKILLS. NOW I FEEL MORE DETERMINED ABOUT MY FUTURE PLANS. MY LATERNAL THINKING AND CREATIVE IDEAS HAVE BEEN DEVELOPED EVEN MORE THAN I THOUGHT. THIS PROEJCT HAS PUT MY TIME MANAGEMENT SKILLS ON TEST AND PROVEN ME THAT I AM CAPABLE TO MULTITASK AND WORK TOWARDS SPECIFIC DEADLINES. HOWEVER IT ALSO GAVE ME AN OPPORTUNITY TO WORK UNDER PRESSURE, FOR INSTANCE WHEN THE PRINTED OUTCOME DIDN’T COME AS THE WAY I PLANNED I HAD TO IMPROVISE AND USE MY SKILLSET TO COME UP WITH A SOLUTION. THE WARDROBES HAS STREGTHENED MY KNOWLEDGE OF THE MARKETING AND THE BUSINESS ITSELF, WHICH IS SOMETHING THAT CAN BENEFIT ME IN THE FUTURE.
PHOTO: PINTEREST
PHOTO: BURST
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WHEN IT CAME TO THE TIMEFRAME, THEN I PRETTY MUCH ORGANISED MY TIME AS I HAD PLANNED. FOR FUTURE REFERENCE I WOULD SAVE MORE TIME FOR THE PRINTING PROCESS, DUE TO MY HIGH DEMANDS. IN ADDITON TO THIS IF I WOULD HAVE ORGANISED MY TIME EVEN BETTER PERHAPS I COULD HAVE MADE MORE PHOTOSHOOTS AND USE THEM AS A DECORATION IN MY PRINTED BOOKS, INSTEAD OF THE STREET STYLE PHOTOS AND PINTEREST FINDINGS.
PHOTO: THE STYLE STALKER
“ Part nine
THE BIBLIOGRAPHY
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PHOTO: THE STYLE STALKER
created by
MARILIN SEPP