ASOS Pop-Up

HONG KONG POP-UP SHOP retail management michael magliochetti

H ONG KONG P OP - U P S H OP

TABLE OF CONTENTS 05

PART ONE INTRODUCTION COMPANY INFO MARKET INFO SWOT ANALYSIS CUSTOMER COMPETITION PRODUCT OFFERINGS SALES CHANNELS

25

PART TWO LOCATION CITY ANALYSIS MOOD BOARD DESIGN NEEDS STORE DESIGN

39

PART THREE ASSORTMENT PLAN JUSTIFICATION FLOOR PLAN PLANOGRAM

49

PART FOUR MEDIA PROMOTION VISUAL MERCHANDISING JUSTIFICATIONS

57

PART FIVE PRICING

60

REFERENCES

PA RT ON E

04

H ONG KONG P OP - U P S H OP

Part one

05

PA RT ON E | IN TR O D UC TION

INTRODUCTION ASOS delivers women’s and men’s fashion on an international scale.

Their key target customers are “20-something fashion lovers” who are looking for the latest trends at a low price-point (“How”, 2015).

Product assortment at ASOS encompasses over 800 brands that are carefully curated to the customer’s needs & wants.

Along with selling other labels, ASOS also has their own line of clothing for men, women and beauty shoppers. In all, over 75,000 products are listed and on rotation through the website (“Multiple”, 2015).

V V V

Through the e-commerce presence, ASOS has garnered well over 9.9 million active customers (“Annual”, 2015).

With signs of growth in sales year over year, expansion into other markets and regions in the world is something the company uses to their advantage.

06

GOALS + OBJECTIVES The overall objective of any pop-up shop is to broaden the reach of the brand, and gain awareness in specific areas.

With the recent expansion into China, ASOS has experienced slow growth in sales, as stated in their annual financial report (“Annual”, 2014). The ultimate goal of this pop-up is to increase sales within the AsiaPacific region.

In the past, ASOS has had success with increasing sales through pop-up shops. After placing a pop-up shop in Australia in 2012, ASOS experienced a sales increase of 29% week-on-week (Goldfingle, 2012).

H ONG KONG P OP - U P S H OP

07

PA RT ON E | CO M PA N Y IN FO

COMPANY INFO As an e-tailer, ASOS is able to deliver men’s and women’s fashion to over 240 countries and territories (“How”, 2015).

In 2000, when the company was first created, the headquarters were located in the UK. Now, ASOS has headquarters in the United States, Australia, Germany, and, most recently, China. Distribution centers can be located in the UK, US, China, and Germany. The brand serves the steadily growing non-store retailing market in 9 market/country specific sites (UK, France, Germany, USA, Italy, Spain, Australia, China, and Russia). 15 currencies are also currently accepted online (“Our”, 2015).

“

ASOS is the second most visited fashion website on the planet”

08

H ONG KONG P OP - U P S H OP

brand created

ASOS first women’s line

ASOS first beauty line ASOS first men’s line

one million active users

international expansion begins

china expansion

09

PA RT ON E | M A R KE T IN FO

MARKET INFO Store Based Retailing: In the Asia-Pacific, slow growth has been reported for store based retailing. A report from Euromonitor stated that there was growth of 3.9% from the prior year. The United States showed similar growth with 1.2% from the following year. (“Store”, 2014) E-tailing: Substantial growth from AsiaPacific was shown with 19.1% growth from the previous year.

Similar figures were reported

by Euromonitor for the US with 8.2% growth over the last previous year (“Non”, 2014).

10

SALES GROWTH The figures below represent the sales growth for ASOS in 2015.

Data was collected from their annual report for the stated year.

UK

+27%

USA

+29%

EU

+15%

RoW

+11%

H ONG KONG P OP - U P S H OP

COMSCORE ASOS ranked in the online retail apparel category for monthly visitors aged 15-34, according to Comscore: #6 #1 #14 #8 #6 #1 #26 #3 #7 #6

Worldwide UK US Spain Russia Australia China France Italy Germany

As of August, 2015 ASOS is ranked at #26 for online apparel retail visits. This statistic presents a need for more efforts being placed in the Asia-Pacific area for brand awareness.

11

PA RT ON E | SWOT A N A LYSIS

lower rent & overhead without retail locations over 75,000 products

S

strength

* Guide shops have been

a type of retail space used by many brands in recent years; Online retailers such as Warby Parker, Bonobos, and Grana to name a few.

The retail space acts more as a showroom.

Shoppers get to try out products, however, the merchandise must be delivered and/or picked up at a later time.

12

other means of distribution such as catalog or guide shops* emerging markets

O

opportunity

more returns as a result of not having brick & mortar channel for customers to try items on

W

weakness

growing online competition fast changing market place and demands of customers

T

threat

H ONG KONG P OP - U P S H OP

13

PA RT ON E | C USTO ME R

CUSTOMER The shoppers that ASOS targets are most closely aligned with the younger millennial.

“

20-something fashion lovers.”

Customers that are going to ASOS are familiar with e-commerce and m-commerce because those are the two types of retail methods the brand works through. Tech savvy, and willing to shop through an internet based platform, the customer is innovative in their network.

Social media plays a major role in the consumer’s lifestyle.

They often communicate and follow their favorite brands on platforms such as Instagram and Facebook. According to ASOS’s annual report, they have garnered 3.3 million users on Instagram, 3.7 million users on Facebook, and 2.4 million users on Google+ (“Annual”, 2015). These large followings through social platforms details the kind of audience and customer ASOS is speaking to.

14

The most important channel to communicate with the customer in both Hong Kong and the rest the world for the pop-up will be socialmedia. After the pop-up in Australia, ASOS had a “social media storm” (Goldfingle, 2012). Roughly 10,500 people registered for the pop-up event on Facebook, while also gaining almost 70,000 new followers through the media site. By the end of the event, 2.68 million people had talked about the event on Facebook.

H ONG KONG P OP - U P S H OP

The typical shopper of ASOS online: gender: female & male age: 18-25 occupation: entry-level job, recent college graduate income: lower-middle class shopping behavior: brick & mortar and frequent online customer of: h&m, next, new look, and zara.

15

PA RT ON E | HO N G KO N G CUSTOMER

HONG KONG CUSTOMER Based on research through Alexa.com, the vast majority of unique visitors from Hong Kong going to ASOS online are women (“Competitive”, 2015).

With the main target customer being in her lower 20’s, the average customer coming into the ASOS pop-up will be price conscious and trend-setting.

According to Rebecca Lau, trend setters are the younger of the millennial generation. The segmentation has 61% between the ages of 18-25. Trend setters tend to be primarily female, keeping up with “the latest and greatest through their big social networks or entertainment gossip” (Lau, 2015). It is also mentioned in Lau’s report that these individuals are the customers that will appreciate interactive experiences with interesting in-store visual communications.

16

By targeting this age group and segmentation, ASOS will able to serve a majority within Hong Kong. In a Euromonitor study, the age group, which is considered to be young adult, made up 16% of the population (“Consumer”, 2013).

In regards to the income of the individuals shopping ASOS in Hong Kong, they tend to fall into the lowermiddle class of income. With the median income of women within the customer age-range being $8,000 hkd monthly, disposable income is fairly sparse in comparison to other demographics within Hong Kong (“Thematic”, 2012). The customer shopping ASOS in Hong Kong is looking for trendy, fashionable items that can be purchased at a much lower price than contemporary brands.

H ONG KONG P OP - U P S H OP

17

PA RT ON E | CO M P E TITIO N

COMPETITION Competition was concluded by looking at product offering, proximity to ASOS, pricepoints and similarity in distribution & communication with/to customers. Examining the competition in regards to their advertising and sales channels helped benefit the ASOS Pop-Up. Next is a brand based out of the UK that offers women’s, men’s, and children’s wear.

Along with clothing, they also offer footwear and home products (“Who”, 2015). The distribution they work through includes both e-commerce and brick & mortar. In total, they have 700 stores internationally, spanning across 40 countries.

Next also has a catalog that is delivered to 70 countries (Oscroft, 2014).

New Look is also a brand based out of the UK. They offer womens wear menswear.

Distribution is done through e-commerce to over 120 countries & retail through 769 stores internationally (“Overview”, n.d.).

18

H&M is a brand that works in 59 markets worldwide (“Facts”, n.d.). They deliver women’s, men’s and children’s wear, while also supplying footwear and accessories. The main attraction for H&m is their ability to maintain low-prices for products that are considered to be fashionable and trendy among younger audiences.

Zara is a brand from Spain that is most known for it’s keen ability to recreate items that are trending within the fashion industry at record rates (“Grupo”, n.d.). Offerings include women’s, men’s, and children’s wear. Along with clothing, Zara also offers footwear and accessories.

Working in both e-commerce and brick & mortar, the brand has gained over 2,000 stores spanned across 88 countries.

H ONG KONG P OP - U P S H OP

ASOS’s indirect competition was based on online availability and growing attraction across many different demographics.

The indirect competitors include Amazon and eBay. Both competitors sell a wide range of products at various prices & strategies. Amazon is available in 11 countries, while shipping worldwide (“Company”, 2013). eBay is available in over 190 countries and territories (“What”, 2015). courtesy of

* competition NEXT blazer priced at $30US

19

PA RT ON E | P R O D UC T O FFERINGS

PRODUCT OFFERINGS

Aside from the extensive amount of brands offered through ASOS, the company itself has its own private label of goods. The assortment includes clothing for women and men, accessories (bags, shoes, small goods), and a beauty line. The assortment is catered to the young “20-something� fashion and trend setter.

20

V V V

Over 75,000 products and 800 brands are listed on the ASOS website.

ASOS wants to present itself as a one-stop-shop, so brands such as Adidas, Polo Ralph Lauren, Diesel, Nike, Cheap Monday, New Balance, and Abercrombie & Fitch are offered in parallel to their own private label products.

H ONG KONG P OP - U P S H OP

“

one stop shop�

Along with the 75,000 products and 800 brands, ASOS also caters to the value seeking customer. Through an online outlet, the brand offers merchandise on discounts up to 70% year-long. The products within this category remain consistent to the brand and merchandise shown on their main product landing pages.

Another area of products offered within ASOS are located within the Marketplace.

This section of the site has products that are independently produced by smaller, lesser known labels. The product categories remain consistent with ASOS, but quality and pricing varies depending on the specific label. ASOS also labels this area of the site as a boutique.

american apparel adidas originals birkenstock bcbgenderation benefit calvin klein catarzi converse cheap monday diesel dr martens eleven paris eeight fila for love & lemons free people french connection glamorous hollister house of holland j brand lacoste michael kors monki new balance nike oasis puma reebok ted baker

21

PA RT ON E | SA L E S C HA N NELS

SALES CHANNELS As mentioned previously, ASOS is an e-tailer. With that, the brand works and sells exclusively through their online platforms. These platforms include their online website and their mobile application.

The website works as a marketplace for tech savvy individuals to go and purchase merchandise on their own time, at any time. Now available in nine-country specific platforms; UK, France, Germany, USA, Italy, Spain, Australia, China, and Russia.

Along with the country specific websites, ASOS also accepts 15 currencies as payment through their website. As of recent reports released in October, 2015, ASOS has 9.9 million active customers coming to their website. This number is up 14% from the prior year.

Another medium ASOS works through is the mobile application. The app itself is available for both mobile phone and personal tablet use.

Stated in the annual report for 2015, 45% of the visits to their e-commerce site are

22

done through mobile or tablet computers. The applications are currently not set as country specific, but foreign currencies are accepted.

ASOS also uses their monthly magazine as a form of sales.

Delivered to over 475,000 individuals each month, the magazine reaches a large audience exclusive to the UK area (“Asos Magazine�, 2015). Within the magazine, individuals can scan pages with their mobile device to purchase a specific item.

Pop-Up Shop An important aspect within the pop-up is customer experience and the actual transaction itself. By utilizing the ASOS app and the technology associated with scanning pages in the magazine, the pop-up will cohesively bring together the elements of all platforms ASOS works through.

H ONG KONG P OP - U P S H OP

SCAN TO BUY A feature that turns the ASOS magazine into a shopping platform which utilizes and connects the mobile application.

23

PA RT T WO

24

H ONG KONG P OP - U P S H OP

Part TWO

25

PA RT T WO | LO C ATIO N

LOCATION Times Square (Hong Kong) A major shopping center and office complex within Causeway Bay, Hong Kong.

Created in 1994, Times Square was the first vertical mall in Hong Kong. There are 9 stories dedicated to retail within the shopping center, and the rest is used for office space.

In terms of transportation, the shopping center is directly linked to the Causeway Bay MTR station. Parking is also available within the structure as well.

Food and beverage in Times Square can be accessed through 27 different options. Dining and refreshments include places like Starbucks, PizzaExpress, and School Food to name a few.

A cinema within the shopping center allows shoppers to spend time away from the crowds. In addition to this, events and various happenings occur regularly throughout the complex.

26

Shopping in Times Square includes brands that range from moderate to luxury pricepoints. This vast difference in price-point allows brands like American Eagle Outfitters to be in the same vicinity as Lane Crawford. Having these various retailers in the same complex creates a dynamic environment and customer base.

Guess Kenzo J.Crew Levi’s Marc by Marc Jacobs Nautica Zara Calvin Klein Jeans G-Star Raw Lee Club Monaco American Eagle Outfitters True Religion Versace Jeans

H ONG KONG P OP - U P S H OP

The ASOS pop-up will be located on the second floor of the Times Square Mall. On this particular level, there is an open area that is often used for small installations, as well as pop-up stores. Along with the retail spaces on this floor, there is a concierge desk, lifts to the multiple shopping levels, and information kiosk.

27

PA RT T WO | C ITY A N A LYSIS

CITY ANALYSIS CAUSEWAY BAY The Causeway Bay area falls within Hong Kong’s Wanchai district.

Characterized as a “shopping mecca”, Causeway Bay is one of Hong Kong’s most well-known areas for having a diverse and infinite amount of shopping outlets for its visitors (“Is”, 2015).

Retail Rental In 2013, Causeway Bay was reported as the world’s costliest retail location (Mahmuti, 2013).

Costing $3,000 US per sq ft each year, Causeway Bay’s retail locations soar above New York’s Fifth Avenue, which comes in at second most costly with $2,500 per sq ft. This statistic was analyzed as showing the growing demand for retail within the Hong Kong area, and the availability of disposable income from customers. Rise in local rent was measured as 14.7% following the previous year.

Female Ratio As the customer for the pop-up is specifically female, the population was examined for female to male ratio purposes. Of the 152,608

28

individuals living in the Wan Chai area, 83,423 are females, which leaves other 69,185 to be male. Concluded from these stats, the female population in Wan Chai is larger than the male population. Specifically within the Causeway Bay Area, this demographic data is reflected with 6,435 males and 7,178 females living in the area, totaling 13,613 people (“2011”, 2012).

Languages In regards to the languages spoken, Cantonese remains the most prominent in the area. Of the 152,608 in the Wan Chai area, 111,032 speak Cantonese. Coming in at second is the English language with 20,740 individuals calling this their usual language (“2011”, 2012). For the pop-up shop it will be important for the employees to be well-spoken in Cantonese, with some employees being bi-lingual.

H ONG KONG P OP - U P S H OP

JUSTIFICATION Aside from the characteristics within the demographics of the populated area, the surrounding attractions and the overall accessibility of Times Square in Causeway Bay make the area an ideal location for the ASOS pop-up shop.

Hotels There are over 20 hotels within the Causeway Bay area. Closest to Times Square include the Holiday Inn, Best Western and the Crowne Plaza.

Shopping Scene There are five main mall centers in Causeway Bay. These centers include Lee Gardens One & Two, Hysan Place, Lee Theatre, Fashion Walk, and Times Square. Each of the malls have different price-points and customers coming to them, which helps to bring in the diverse customer that shops at ASOS. Accessibility As mentioned previously, Times Square is located in a convenient location with and MTR stop within the complex itself. In addition to this, MTR stops surround the Causeway Bay area.

29

PA RT T WO | M O O D B OA R D

arcade As mentioned in the Hong Kong customer section, the individual shopping ASOS is segmented as a trend setter.

Rebecca Lau mentions that one of the best ways to communicate with this segment is to provide a memorable experience for the shopper (Lau, 2015). Lau states that, “It’s not about the product but the experience you have with the brand or the experience the product creates.”

For this reason, the pop-up shop in Times Square will be centered around a visually stimulating arcade experience.

For a brand that has no brick & mortar presence in the marketplace, the experience for the ASOS customer has been limited to its digital capabilities. By remaining true to its originating roots, the pop-up builds off of the digital quality and brings in a sense of nostalgia for the consumer who was born in the early to mid nineties.

A trend that is reoccurring and resonating with the millennial

30

generation is the nostalgic mindset. Jeff Fromm describes this as millennials longing for “the good old days” of their childhood (Fromm, 2014).

He goes on to say that, “these happy and simple times are more than likely to be spawned by anything related to the decade of their youth: the 90s.”

For this reason, the arcade theme and experience, which died down in the late 90s, early 2000s, seemed to work well with the customer and the brand, as well.

Guide Shop In addition to the arcade theme, the pop-up store itself is characterized as guide shop. What this means is that the store won’t carry any additional inventory to what is on the floor at any given moment. Customers shopping the clothing items will scan the piece that they want and purchase through the ASOS mobile app.

H ONG KONG P OP - U P S H OP

31

PA RT T WO | D E SIG N N E E DS

2.

1.

3.

4.

32

H ONG KONG P OP - U P S H OP

DESIGN NEEDS The design needs of the store could be characterized as quirky, tacky, and little offthe-wall by some. Bright neon lights, unconventional chain link clothing racks, colored plexi-glass display cubes... the atmosphere in the ASOS popup is meant to bring out the silly, spontaneous mood in the customer who is shopping the store.

1. Arcade Game Besides the merchandise itself, this aspect of the store is what helps build an experience for the customer.

Four games will be displayed sporadically throughout the store so the ASOS customer can take a break from shopping and have a nostalgic experience.

2. Neon Signs A source of lighting for the merchandise inside the pop-up, the neon signs serve multiple purposes for the location. Several neon signs will be placed on the interior of the store, along with neon tubing to light the rest of the space.

3. Plexi-Glass Cube Display Serving as a display for merchandise, fun and trendy tops will be laid out on the surfaces of these colored cubes in the center of the pop-up shop.

4. Clothing Racks Depicted in the corresponding picture on the left, the clothing racks will be suspended from the ceiling of the pop-up store.

Two of these bar racks will be included/holding the main merchandise the store is selling.

Not provided in the picture assortment on the left include wall coloring and flooring. Wall coloring will remain neutral with a solid, contemporary, ply wood finish that will continue down through the flooring.

33

PA RT T WO | STO R E DE SIGN

34

H ONG KONG P OP - U P S H OP

rendering courtesy of madeleine eve fox 35

PA RT T WO | STO R E DE SIGN

rendering courtesy of madeleine eve fox 36

H ONG KONG P OP - U P S H OP

37

PA RT T H R E E

38

H ONG KONG P OP - U P S H OP

Part THREE

39

PA RT T H R E E | ASSO RTM E NT PLAN

ASSORTMENT The assortment of products included within the ASOS pop-up location will focus on women’s clothing, accessories and footwear for the coming season, Winter 2016. As the customer in Hong Kong is still getting to know the ASOS brand, a large variety of the assortment will include staple clothing items that float between seasons for ASOS. Focusing the efforts on the consistent style ASOS shows season to season, trendy items will have a smaller percentage within the store assortment.

a. c. b.

a. accessories b. shoes c. clothing

40

a. accessories

20%

bags

55%

scarves

10%

gloves

10%

hats

25%

total

100%

b. shoes

30%

heels

20%

trainers

40%

slip-ons

20%

boots

15%

flat forms

5%

total

100%

H ONG KONG P OP - U P S H OP

JUSTIFICATION c. clothing

50%

outerwear

30%

evening

15%

blouses

20%

pants

15%

jumpsuits

10%

dresses

7%

skirts

3%

total

100%

ACCESSORIES The key items to focus on for the winter 2016 season at ASOS include bags, scarves,gloves, and hats. A large majority of the assortment is going towards the bags category due to the warmer climate in Hong Kong. Within each of the categories, the items will be catered to the customer in regards to fabric weight and comfort.

SHOES Active wear has been a largely influential trend for the past few years on footwear, according to wgsn.com. A main focus within this category for ASOS and its customer will be the trainer.

CLOTHING 50% of the total assortment will focus on the clothing category within ASOS. Each of the subcategories within the clothing sector were determined on trend and reoccurring styles / offerings through ASOS. With 30% focused on outerwear, fabrics and weight will be important, as the comfort is an important factor for the ASOS customer.

41

PA RT T H R E E | F LO O R P LAN

A

E

up

flip-up door

C

D

E

A

A. B. C. D. E. F. G. H. I. J. K. L.

42

ASOS shopping app arcade game Vintage arcade games Front display neon swings Skeeball display Florescent hangers Florescent shelves Accessories display CAIO clothes rack Shoe cube display Adrenalina Sofa Changing room Mirror

C

H ONG KONG P OP - U P S H OP

40’

H

F

K

H L

A

J

8’

I

G

L

B not to scale

J

H

43

PA RT T H R E E | P L A N O G R AM

EVENING GLITZ spotlight collection evening wear

Evening Glitz is a spotlight collection at the ASOS popup shop. Key items within evening wear have been paired together to create a vibrant, funky, and glamorous aesthetic for the shopper. Inspired by the vintage arcade machines, each piece is a reflection of the ASOS brand. The selection of styles and fabrics are derivative

44

of reoccurring themes and silhouettes from previous and current collections at ASOS. Sequins act as a common thread, while faux furs and beaded embellished fabrics take center stage. Pieces that include either of the three mentioned can substitute.

H ONG KONG P OP - U P S H OP

BALANCE Clothing Displayed on racks throughout the store, clothing and the way it’s displayed for customers relies on balance. In terms of style, color, and fabric, the collection on the left bares a cohesive quality visually.

This balance is also achieved by placement on the rack. As shown on the previous page, a shorter blouse usually follows a dress or longer style. One side of the rack is not visually heavier than the other.

Shoes & Accessories Balance within the sections that display shoes and accessories remain an important aspect to the visual merchandising at the ASOS pop-up. Regarding both the color and height/type of shoe, balance is achieved through multiple considerations. The examples provided on the current page compliment the Evening Glitz collection. Due to color usage and similarities in fabric quality and appearance, the accessories could be placed in close proximity to the evening collection.

45

PA RT T H R E E | P L A N O G R AM

*Examples of kinds of displays that visually compliment Flower Child collection.

46

H ONG KONG P OP - U P S H OP

FLOWER CHILD spotlight collection transitional

Flower Child is an additional spotlight collection, paired with the Evening Glitz collection.

Meant to be more transitional from day to night, this collection of clothing includes colors that are more subtle. Fabrics in this planogram are reliant on their matte quality, which ultimately portrays a more earthy color

scheme. Following the 70’s trend that has been prevalent in the past few seasons, Flower Child brings complex, earthy prints and free flowing fringe together to create a cohesive story for the ASOS customer.

Transitioning from day to night is a key focus on items included or added to the display.

47

PA RT FOUR

48

H ONG KONG P OP - U P S H OP

Part four

49

PA R t FOUR | ME DIA P R O MOTION

ADVERTISEMENT This is an advertisement for the ASOS pop-up shop that will be used in multiple ways leading up to the opening of the store.

Displayed at bus stops, in train stations, billboards, magazines relevant to Hong Kong, the advertisement will make appearances throughout the area. Accompanying the image is a QR code. This code will direct viewers to an event page with all the information about the pop-up location, dates and time. An exclusive RSVP through social media will also be available through this code.

50

H ONG KONG P OP - U P S H OP

QR codes are being used throughout the fashion industry. Observers can use their mobile phone to capture information about the brand

51

PA RT FOUR | M E DIA P R O MOTION

52

H ONG KONG P OP - U P S H OP

C L AW MACHINE As part of the media promotion, ASOS will have a branded claw machine outside of the Times Square center, where the pop-up will take place. This machine will be displayed two weeks prior to the opening of the pop-up shop, serving as an informational and experiential tool for participants. Details about the time, date, and location of the opening will be visible on the exterior of the machine for spectators.

53

PA RT FOUR | M E DIA P R O MOTION

SCAN TO BUY Serving as a promotional, information and essential tool within the pop-up space, the scan-to-buy tag will accompany every product within the assortment plan.

The QR code displayed on each tagged product can be scanned through the ASOS app, which will ultimately serve as the payment method for the popup. Following the method/ model already implemented in the ASOS magazine, shoppers in the store will be able to purchase the products directly the minute they see the product, rather than waiting in lines or swiping a credit card.

If a shopper does not have a mobile device that supports the ASOS shopping app, an iPad station is provided in the back of the pop-up shop. Assistance will be also be available from employees.

54

H ONG KONG P OP - U P S H OP

55

PA RT F I V E

56

H ONG KONG P OP - U P S H OP

Part FIVE

57

PA RT F I V E | P R IC IN G

PRICING Pricing in the pop-up was determined by following prices of products available online for the upcoming season. As customers will be purchasing products through the online store on their mobile phone, prices will have to reflect consistency on all platforms.

Accessories range from $8-150 Shoes range from $17-160 Clothing ranges from $20-300

58

a. accessories

20%

bags

$10-150

scarves

$10-150

gloves

$8-40

hats

$10-50

b. shoes

30%

heels

$45-98

trainers

$26-62

slip-ons

$17-90

boots

$32-160

c. clothing

50%

outerwear

$40-300

evening

$60-250

blouses

$20-100

pants

$25-90

jumpsuits

$25-150

dresses

$25-120

skirts

$20-120

H ONG KONG P OP - U P S H OP

59

REFERENCES 2011 Hong Kong Population Census. (2012, December 31).

Retrieved October 18, 2015, from http://www.census2011. gov.hk/en/district-profiles.html 2011 Population Census: Household Income. (2012, June 1).

Retrieved November 6, 2015, from http://www. census2011.gov.hk/pdf/household-income.pdf Annual Reports and Accounts 2015. (2015, October 26).

Retrieved November 2, 2015, from http://www. asosplc.com/~/media/Files/A/ASOS/results-archive/ ASOS_Report_2015FINAL.pdf Annual Reports and Accounts 2014. (2014, December 16).

Retrieved September 27, 2015, from http://www.asosplc. com/~/media/Files/A/ASOS/results-archive/ASOS_

Report_2014 FINAL.pdf Competitive Intelligence. (2015, November 7). Retrieved

November 9, 2015, from http://www.alexa.com/siteinfo/ asos.com Consumer Lifestyles in Hong Kong, China. (2013). Retrieved

October 18, 2015, from http://www.euromonitor.com/ Company Facts. (2013). Retrieved September 27, 2015, from http://phx.corporate-ir.net/phoenix. zhtml?c=176060&p=irol-factSheet

Facts About H&M. (n.d.). Retrieved September 26, 2015, from http://about.hm.com/en/About/facts-about-hm/about- hm/hm-group.html#cm-menu Fromm, J. (2014, February 21). As Millennials Get Nostalgic,

So Do Brands. Retrieved November 11, 2015, from http://www.millennialmarketing.com/2014/02/as millennials-get-nostalgic-so-do-brands/ Grupo Inditex. (n.d.). Retrieved September 26, 2015, from http://www.inditex.com/en/brands/zara Goldfingle, G. (2012, October 12). Blog: Asos opens stores.

Retrieved November 9, 2015, from http://www.retail- week.com/blog-asos-opens-stores-kind-of/5042002.blog How We Do It. (2015). Retrieved September 26, 2015, from http://www.asosplc.com/how-we-do-it.aspx Is Hong Kong retail really shifting from high-end to mid market? (2015, October 14). Retrieved November 9,

2015, from http://enterpriseinnovation.net/article/hong- kong-retail-really-shifting-high-end-mid- market-628716090 Lau, R. (2015). A New Perspective On Millennials. Retrieved

November 9, 2015, from http://www.oracle.com/us/ industries/consumer/interbrand-cg-retail-cx- wp-2400662.pdf

Mahmuti, M. (2013, November 13). Main Streets Across the

World 2013-2014. Retrieved November 9, 2015, from http://www.cushmanwakefield.com/~/media/global reports/Main Streets Across The World 2013-2014 new. pdf Multiple Channels. (2015). Retrieved September 26, 2015, from http://www.asosplc.com/how-we-do-it.aspx Non-Store Retailing. (2014). Retrieved September 27, 2015, from http://www.euromonitor.com/ Oscroft, A. (2014, September 8). NEXT plc Beats ASOS plc To

Lead The Fashion Competition. Retrieved September

26, 2015, from http://www.fool.co.uk/ investing/2014/09/08/next-plc-beats-asos-plc-to-lead-the fashion-competition/ Our Story. (2015). Retrieved September 26, 2015, from http:// www.asosplc.com/our-story.aspx Overview. (n.d.). Retrieved September 28, 2015, from http:// www.newlookgroup.com/who-are-we?page=1002 Thematic Report: Youths. (2012, June 1). Retrieved November 10,

2015, from http://www.census2011.gov.hk/pdf/youths.pdf What We Do. (2015). Retrieved September 27, 2015, from https:// www.ebayinc.com/our-company/who-we-are/ Who Are We? (2015). Retrieved September 26, 2015, from http:// www.newlookgroup.com/who-are-we?page=1002

Photo References Page 07: http://www.classifiedadsites.org/out/977175.html Page 09 http://www.fastcompany.com/3018644/fast-feed/sweetcandy-crushs-creator-king-has-filed-for-an-ipo Page 10 Icon Images https://thenounproject.com/ Page 15 https://instagram.com/asos Page 17 http://themixxmagazine.com/wp-content/uploads/2014/04/solange-knowles-asos-shoot3.jpg Page 20 http://www.asos.com/ Page 23 http://www.asos.com/discover/magazine/#!edition/com. asos.magazine.oct2014.en/article/com.asos.magazine.oct2014. lilycollins.en Page 27 http://www.timessquare.com.hk/eng/shopping.php

Page 31 Mood Images http://www.dezeen.com/2014/08/08/robert-storey-studionike-pop-up-shop-new-york/ http://www.berkleymagazine.co.uk/2009_05_01_archive. html http://www.houzz.com/photos/435049/Plexiglassshelves-contemporary-display-and-wall-shelves-new-york http://retaildesignblog.net/2012/06/13/volution-sportsstore-by-miks-konzepte-tinnum-germany/ http://nedhardy.com/2011/06/09/inside-the-offices-ofaol-21-pictures/ https://www.flickr.com/photos/tuango/6285896387/in/ set-72157627866025751 http://tumblr.com Page 32: http://thefixturezone.com/chainsys.html http://www.a1agencyltd.co.uk/page6.php http://neoneffect.co.nz/coca-cola-bottle-neon-sign.html http://neoneffect.co.nz/pepsi-cola-classic-neon-sign.html http://neoneffect.co.nz/muscle-car-garage-neon-sign. html http://www.tapplastics.com/product/plastics/plastic_ containers/colored_plastic_boxes/220 Pages 42-45 Product Images http://asos.com http://hm.com http://zappos.com

Page 48-49 Advertisement Mockup Template http://www.magic925.com/xavier-the-x-man/the-clawmachine-is-rigged/ Page 50 Claw Machine Background Image http://www.magic925.com/xavier-the-x-man/the-clawmachine-is-rigged/ Page 53 Tag Mockup Template http://www.pixeden.com/psd-mock-up-templates/psdlabel-brand-mockup-vol1

POHS PU-POP GNOK GNOH tnemeganam liater ittehcoilgam leahcim