About Jo Malone ● ● ● ● ●
Britain's most famous fragrance brands in the Nineties Jo Malone sell her eponymous company to Estée Lauder before creating a second line Jo Loves - in 2011 Renowned for pairing unusual ingredients and creating versatile fragrances which can be mixed and blended to create unique scents Luxury and indulgence Currently own by Estée Lauder
Consumer Profile
Jo Malone’s event ● ●
First store opening in USA, Atlanta Introducing new collection “SYLVAN” ○ ○ ○
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Brand expansion Increase the number of customer Attracting men and women from age of 30 - 60 ○ ○
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Colognes Bath and Body For the home
VIP membership Celebrities
Store open on July, 1st The shops Buckhead Atlanta
S Y L V A N
Time - Action plan ● ● ● ● ● ● ●
Decide which products are going to be sell - customer demand market Renting permit Start to construct Hire workers one month ahead Window display and shipping product will be ready one month ahead Merchandise product a week ahead The store should be ready on June, 28th
Invitation - Media - Communication ●
VIP invitation to loyal customer and celebrities ○ ○ ○
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Wood textured paper Brown Company Logo
Subscribers email notification Facebook, Instagram, Twitter Invitation and email will be sent a month ahead Announcement on social media
Opening hour ● ● ●
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Monday - Saturday: 10am - 7pm Sunday: 12pm - 6pm Soft opening ○ July, 1st - July, 2nd ○ VIP membership, loyal customers, celebrities Open to the public ○ July, 3rd
Corporate - Sponsor â—?
Restaurant: Cakes & Ale â—‹
A "true foodie find" in Downtown Decatur, chef-owner Billy Allin's American "separates itself" from the usual culinary scene with "fresh", "vivacious" food that "epitomizes the farm-to-table movement", plus "unrivaled" cocktails in a refined, "unassuming" setting; a few grouse about "small", "pricey" portions, but many others say "you can't go wrong" here.
Gift & Promotion ● ● ●
$20 gift card for next purchased online or in store Catalogue given to customers New collection samples
Visual Merchandise
Floor plan
GONDOLA (HOME PRODUCT DISPLAY)
SINK
Approximately 800 square feet
WINDOW DISPLAY
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TOILET COUNTER AND DISPLAY CASES (COLOGNES/BATH AND BODY)
TABLE AND CHAIRS
CHIMNEY
SOFA
NEW COLLECTION DISPLAY
ENTRANCE
GONDOLA (HOME PRODUCT DISPLAY)
WINDOW DISPLAY GONDOLA (CANDLE DISPLAY)
GONDOLA (CANDLE DISPLAY)
Store Exterior
Store Exterior ● ● ● ● ●
Store’s sign on the outside of the building Outdoor lighting: street light Planters besides the door Awnings Straight front window
Window display ● ●
Open back window Make-your-own-display window ○ ○
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Display theme: Nature ○ ○ ○
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Platforms and elevations for product display Track lighting Wood Flower Elegant
Sample display of new collection Changing twice a month
Store Interior
STORE VISUAL MERCHANDISE
Store Interior - Fixtures ●
Focal points ○
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Wood fixtures ○ ○ ○
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White table in the middle showing latest collection Counter and display cases for merchandise presentation Gondola Shadow boxes for exclusive products
Chimney
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Chandelier Mirror Long table and chairs Simple, minimal furniture Planters Stacked drink dispenser Catalogues display Store’s sign
Small planters for props
LIGHTING FURNITURE PROPS
Simple black chair design
Chimney, chandelier and decorative lighting
Cost sheet ● ● ● ● ● ●
Renting: $13,000/month Shipping: $1,500 Store merchandise: $10,000 Advertise: $1000 Other expenses: $6,000 Estimate total cost: $30,000 - $40,000