J.CREW Jessie Kunkel
Madison White
Brand Identity Mission • Committed to a principle of excellence in every aspect of our business • Embrace a high standard of style, craftsmanship, quality and customer service • Focuses on creating product lines with consistent fits and detailing that our customers expect
Vision and Values
Vision
• Service • Quality • Innovation
Values • • • • •
Commitment Trust Creativity Passion Detail
Current Trends • Increase in designer items without logos or over the top branding • Continued presence of a wealthy clientele in the luxury market • Customers want a luxury ambiance and environment while shopping for higher end items • Customer loyalty, brand recognition and strong customer base
J.Crew Collection Pop-up Shop
Goals and Objectives • Raise awareness of the J.Crew Collection • Determine the interest and possible location of standalone store in the future • Creating a luxury environment and ambiance
Measuring Success • Build personal relationship with clients • Number of visitors • How much inventory sells • What specific products sell • Social media presence • Gain customer loyalty
Charleston, South Carolina
Demographics • • • •
Population: 251,382 Average Resident Age: 32 51.5% female, 48.5% male Median household income: $67,400
Stores: Louis Vuitton, Lacoste, Gucci, high-end boutiques Ranked Number 1 U.S. Destination by Conde Nast Traveler Magazine
Target Customer
 Paige Owens
Charleston, South Carolina Age: 36 years old Occupation: Creative Director at Charlie Magazine, Mother of Two Income: $200,000+ VALS: Experiencer and Innovator
Charleston Fashion Week th-22nd March 18
Featuring small boutiques and name brand stores in and around the Charleston area Emerging designers including last seasons winner of Project Runway
J.Crew Collection Pop-Up Shop Experience
SHIP AND LOCATION
Charleston Waterfront Park Pier
LOWER DECK LAYOUT ENTRANCE: WRAP AROUND DECK
SHOPPING AREA
KITCHEN
DRESSING ROOMS
DRESSING ROOMS
TABLE DISPLAYS
DECK ENTRANCE
SHOPPING AREA
UPPER DECK LAYOUT LOUNGE SHOPPING AND SEATING
BAR
WALL DETAILS
SHOPPING AND SEATING
LOUNGE
FOOD OFFERED
OPENING PARTY March 15th, 2014
Catered by local restaurant and bar
Cruise around the Charleston Harbor
All proceeds and donations from event go to charity Leukemia & Lyphoma Society and Wings for Kids
Inviting store owners, local bloggers, magazine editors, influential individuals from Charleston area
J. Crew staff and design team will be present
Top Associates from J. Crew stores all over the world awarded the opportunity to work at the pop-up shop based on sales
MARKETING & PROMOTION jcrewpopup jcrewpopup
HELLO, @JCREWPOPUP
Pin it. Tag it. Tweet it. Share it. J.Crew Collection Pop-Up Shop Charleston, South Carolina [[[ NGVI[TSTYT GSQ
Facebook, Instagram, Twitter, YouTube
Daily looks and outfits from J.Crew Collection Charleston’s best heading to our ÁVWX IZIV . 'VI[ 'SPPIGXMSR TST YT WLST in Charleston’s Waterfront Park Pier NGVI[TSTYT
Set-up, production and opening night of pop-up shop
Charleston information and shopping “J.Crew Loves”
Facebook J.Crew Collection Pop-Up Shop
First ever pop-up shop in Charleston, South Carolina at Waterfront Pier Park Opening Night: Saturday, March 15th, 2014 8:00pm
YouTube
GIFT BAGS SeaBags by J.Crew
• • • • • • • • •
Charleston Bloody Mary Mix Rewined Candles King Bean Coffee J.Crew Paper Goods Skinny Minimergency Kit J.Crew Hair Ties Luggage Tags Nail Polish J.Crew Collection Lookbook
GIVING BACK J.Crew will donate a percentage of total earnings from the pop-up shop to the Leukemia & Lymphoma Society and Wings for Kids.
Thank You!