Norwegian Rain Pop-Up Shop

Norwegian Rain BERGEN

STREAMING

POP-UP SHOP

retail management nicolette capizzo. david gale. kathryn peters

STREAMING POP-UP SHOP FOR NORWEGIAN RAIN

A b s t r ac t : The primary purpose for creating a Pop-Up shop for the already established Norwegian Rain brand is to determine if the United States has market potential. Our marketing strategy for our Norwegian Rain streaming Pop-Up shop will ultimately allow : BRAND AWARENESS + ESTABLISH WHY THERE IS A DEMAND FOR BRAND & PRODUCT + REACH A BROADER CUSTOMER MARKET + TEACH ‘THE BERGEN WAY’ A LIFESTYLE BRAND + BUILD OUR VALUES AROUND THE WORLD + DETERMINE IF THE U.S HAS MARKET POTENTIAL

Norwegian Rain will meet and exceed customer expectations.

The Pop-Up shop will build an immersive experience that engages consumers.

Norwegian Rain has founded themselves off a unique approach to design and innovative appeal of form and function. The designs are satisfying a major gap in the men’s, women’s, and unisex markets. The Pop-Up shop is exposing this gap while filling the void at the same time. Our team has identified a need while evaluating and activating an emerging opportunity for Norwegian Rain. We have developed a strategy through our Pop-Up shop that meets innovation while achieving our stated objectives.

3

Table of C o nt ent s Brand Identity

6

Whose Involved

10

Customer

14

Market Scope & Size

22

Retail Postioning

32

Industry Details

38

Rationale

46

Pop-Up Shop

50

+ location

52

+ ambiance

56

+ store

60

+ experience

64

+ communication

68

Conclustion

73

Bibliography

75

5

Wh o a r e t h e y ?

Coming out of Europe’s Rainiest city, Bergen, Norway where it rains on two out of every three days, Norwegian Rain is an award-winning collaboration based on the concept of Dugnad. Dugnad traditionally means people coming together helping each other out and working towards a common goal. Norwegian Rain has taken that philosophy and paired it with a dared and different approach to rain-wear for everyone who wants to look great even when living under a constant rain cloud.

Founders T-Micheal and Alexander Helle deconstruct functional rain-wear and are fusing it with a traditional tailoring aesthetic. Inspired by Japanese simplicity the desire to create raincoats based on a simple philosophy was born.

Wh a t t h e y b e l ie ve in : Mission: "The philosophy is simple. Hard core functional and waterproof outerwear that does not compromise on stylistic preferences. The hi-tech is hidden".

Vision: A sartorial take on extreme outerwear based on Japanese sensibility. Norwegian Rain is a line of trench coats that has a mix of function and design. That is wise on high quality, sustainability and practicality.

H ow : Why Norwegian Rain?

T-Michael: Bergen [the pair’s hometown] is situated between seven mountains - clouds get locked in and precipitation is extremely high.

It rains on two out of every three days. We made a decision to cope stylistically with this.

Alexander Helle: It’s simply a solution to our life in rain. As Michael used to say, we don’t want to have to wait for the third day to look proper.

How did you meet?

T-M: Alexander dropped by my tailoring studio some years back and inquired if I was interested in doing raincoats with him. He was then a student and a customer of mine. I declined politely the first few times. But this chap was persistent in a diplomatic sort of way.

Eventually we sat down. I set the parameters around tailoring and my love for fabrics and texture, and luckily we both shared the values, aesthetics and drive. It’s a fusion between traditional tailoring, high-tech performance fabrics and Japanese sensibility, creating raincoats that keep you dry without looking like raincoats.

[Interview from The fashion Business DRAPERS]

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Values : + Integrity Acting in line with your beliefs, being honest and truthful, taking pride in the craft

+ Environment Respecting the current and future condition of the earth

+ Knowledge We seek intellectual stimulation. Innovative mindsets, truth and under- standing; knowing the product is caring about it

+ Creativity Find new ways to do things, being innovative

+ Communication Open dialogue, exchange of views; we hear and we listen

+ Teamwork Cooperating with others toward a common goal, learn from one another

+ Aesthetic Desire for artistic beauty and never settling for an average product

Pr o d uct I d e n t it y : Norwegian Rain has worked to distribute a rare product that demonstrates creativity, individuality and passion.

— Technology — Norwegian Rain’s garments conceal some of the highest level of weather protection available. Each garment consists of three layers; a highly waterrepellent outer shell, a hi-tech waterproof and breathable membrane laminated to the inside of the garment and a satin lining that keeps the technical, highperformance aspects visually understated. A heat sealing film is applied to each seam to eliminate water penetration in the tiny holes made by the stitches.

Additionally each garment has a subtle functional construction that escalates ventilation of air without water entering.

— Style : — The aesthetic of the garments foster traditional men’s tailoring, clean cut aesthetics and draping. The collections are inspired by: A sartorial take on extreme outerwear based on Japanese sensibility. With hints to the purity in Japanese dressing traditions keep the functionality in each piece visually understated. The designing doesn’t stop there....

— Fabrication : — The high-tech fabric from Japan is made of 100 % recycled material. The team works hard to be as environmentally friendly as possible. By teaming up with leading eco-conscious suppliers in the industry, Norwegian Rain aims to amplify the positive spiral of people working together to overcome the climatical challenges. The fabrics are made of recycled material and organic cotton. No solvents are used in the production of the membrane, waste is eliminated, oil and energy consumption are decreased, while CO2 emissions are reduced by up to 80 % compared to normal production.

9

Wh o has done i t :

Norwegian Rain is built off of a few dedicated people working together. Alexander Helle and T-Michael “are on everything from sourcing, designing, prototyping, cleaning the floors, packing the goods, stamping the garments, traveling the world to showcase our collections.”

The brand has further evolved by teaming up with graphic design studio; ANTI & Grandpeople

and

photographer;

Bent

René Synnevaag. They also have tailoring assistant Elin Nordahl in Bergen and Silje running the Oslo shop. And Fredrik, is “our guy cracking the numbers.” With only one outside man who works as commercial director from Antwerp.

That’s the family of Norwegian Rain.

In center, the duo. Bespoke tailor / designer T-Michael, known for his conceptual approach to his handcraft, and creative director Alexander Helle - a business graduate and functionalist, that founded the rain project.

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De si gner B i o : Alexander Helle — The 28 year old founder and creative director Alexander Helle was born and raised in Bergen; a city in Norway known for its heavy rain, underground music scene and the encapsulating 7 mountains that brings wild nature all the way to your front door. Living in Bergen means a life in rain.

“Sitting on the metro in Milan as part of a study exchange at Bocconi always put me in a state of reflection. I knew I soon was going back to Bergen. How [was I going] to make those two out of three days of rain a more pleasant experience? I decided to use [my] master’s degree to start exploring. The ideas from this thesis materialised when T-Michael came into play, followed by the graphic designers in Grandpeople—now ANTI Grandpeople, and photographer Bent René Synnevaag—all based locally.

Actually it is a creative team that owns Norwegian Rain.

The final addition to the team is Antwerp born Wesley Swolfs, our commercial director with a background from Damir Doma.”

T-Micheal — The bespoke tailor has been operating from his base in Skostredet, Bergen for the last 17 years. He has his own line of suits, shirts, shoes, scarves, bag’s and own two shops in Norway. Since the beginning he has been blurring the lines between bespoke tailoring and ready to wear, T-MICHAEL´s style captures the essence and ethos of traditional menswear. Pursuing spontaneity within convention and innovation through tradition, the pieces are elaborate in detailing and each has a story to tell.

Wha t t hey hav e do ne : Collaboration with Harvey Nichols in London started in mid-November and ran through January 2014; featured a shop-in-shop (pop-up shop) positioned in the menswear floor.

The shop-in-shop was a marriage between Norwegian Rain and The Coal Project by Art Comes First (ACF).

Everyone involved brings to the table something that

complements the other.

Also part of the project was Super Duper handmade hats, Lotho handmade sunglasses, one-off shirts by Sebastian Dollinger from Eton Shirts, special pieces from ACF, a Kalaf Angelo book and bags and shoes from my own line.

Today: Norwegian Rain is working on finalizing AW14 which will be presented at Pitti, Paris, and in London. In addition, we will soon take our hats off to them for introducing waterproof hats and waterproof leather shoes. Last but by no means least, they are do-

S cop e a n d S iz e :

Future “We will continue specializing as a niche rain brand from Bergen, being a playground for local creatives. Besides a worldwide distribution via our web-shop on www.norwegianrain.com, we are working on finding one suitable store in Paris, UK and Japan and are always on the lookout for people that would like to explore rain in new directions.”

Locations where product is located: STIJL — BRUSSELS INK — HONG KONG // BEJING

Flagship:

HARVEY NICHOLS — LONDON

T-MICHAEL & NORWEGIAN RAIN — OUR FLAGSHIP IN OSLO

HOLT RENFREW — TORONTO // VANCOUVER

T-MICHAEL — OUR FLAGSHIP IN BERGEN

EDITION BY TOMORROWLAND — TOKYO // OSAKA // NAGOYA

ne x t ch a p t e r

Who to Target ?

Ta r get Cus t o m er

Norwegian often

Rain

find

customers

themselves

in

the

general population as the ‘Wealth Accumulated’

and

the

‘Urban

Uptowners’. Both find themselves in the nations wealthiest beltway.

Members of these social groups tend to be midscale to upscale, they enjoy the luxury of disposable case that are often put to their sophisticated tastes.

The

audience

in

these

segments enjoys their vacation time to European destinations as well as annual winter ski trips to Telluride, Colorado.

Ben Age: 60

The Norwegian Rain Client Since Norwegian Rain will continue their international presence, there are several markets considering the wide variety of product for both men and women. The Norwegian Rain customer embodies an affluent lifestyle yet modest at large. They tend to frequent the arts, shop at exclusive 16

Rachel (Rae) Age: 27

Sam Age: 37

retailers, drive luxury imports, and travel abroad.

individuals shares the desire for unique products

Understanding that the Norwegian Rain already

that embody an essence of quality that not only

has an existing market we plan to target that same

lasts, but also makes the consumer feel confident

individual in the States, while expanding to a larger

and empowered with their purchase. According to

population segment. We are targeting two types of

VALS the Norwegian Rain client is an experiencer

consumers: “Young Digerati” and “Power Couples,”

as well as an innovator not afraid to take a risk in

these two segments cover an age span of 25-64.

business, a business atmosphere or personal life,

Their median income level is $93,508. The mix of

while always striving for the best.

17

Ta r g e t S e g m e n t For our target segment we are targeting two types of consumers: the experiencers and the innovators. The mesh between the two creates a well rounded Norwegian Rain customer.

Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.

Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having “cool� stuff.

Experiencers (12% of pop.)

Innovators are successful, sophisticated, take-charge people with high self-esteem. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

Innovators (8% of pop.)

Tar g e t M a r k e t

Young Digerati

Power Couples

US Households: 1,530,460 (1.28%) Median HH Income: $88,217

US Households: 2,928,266 (2.46%) Median HH Income: $98,799

Lifestyle & Media Traits

Lifestyle & Media Traits

Shop at Bloomingdale’s Travel to Asia Read Dwell Watch Independent Film Channel Audi A3

Traded online in past 3 months Opened mutual fund by mail Auto insurance for 4+ cars Go to football games Read Veranda

Demographics Traits

Demographics Traits

Urbanicity: Urban Income: Wealthy Income Producing Assets: Elite Age Ranges: 25-44

Urbanicity: Mix Income: Wealthy Income Producing Assets: Elite Age Ranges: 45-64 Presence of Kids: HH w/o Kids

Presence of Kids: Family Mix

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Tar g e t A ud ie n ce

New York City

Seattle

San Francisco

Chicago

rains:

rains:

rains:

rains:

47.2 inches avg.

40 inches avg.

20.85 inches avg.

36.89 inches avg.

population:

population:

population:

population:

8.34 million

582,877

825,863

2.715 million

Boston

Vancouver

Los Angeles

rains:

rains:

rains:

42.3 inches avg.

43.6 inches avg.

14.93 inches avg.

population:

population:

population:

636,479

578.040

3.85 million

Where We BEGAN: Bergen rains: 81.7 inches avg. population: 258,496

The area’s above highlight where our target market is located within the United States.

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21

ne x t ch a p t e r

Wh a t We S e e :

This document will delve into the opportunity that Norwegian Rain has with a pop-up shop expansion project. The pop-up shop will tap into the United States marketplace, one that Norwegian Rain has not expanded too. The brand and company already holds a strong business model so the key to our success will not be to recruit the best people and customers but to attract them. We feel attracting the right customer will allow us to strengthen Norwegian Rains ‘pillars’ or foundation, in the U.S. In addition, it will allow Norwegian Rain to display their product to a market that just hasn’t seen it yet. Opening up these two opportunities will allow Norwegian Rain to attack the gaps that they are not currently acknowledging. With careful planning and strategic placement we feel that there is strong opportunity with a minimal amount of risk and an opportunity for extensive growth within a different market for Norwegian Rain.

.................

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Scop e & S ize :

Out lo o k

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Looking into the market there is opportunity for Norwegian Rain to segment into the United States.

There is a fast pace of change in the demands of individuals within the U.S. Players aim to attract customers by creating strong brand consciousness events, the pop-up shop is a great way to advertise and build excitement and knowledge about a brand. With

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low barriers to entry and relatively low requirements for capital, there is a high likelihood of new entrants

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in this market. This being said the U.S. apparel retail industry is predicted to have achieved a stable level

of moderate growth for the 2008-2013 period. The industry is expected to accelerate from 2014 through

to the end of the forecast period in 2017. The U.S. is fostering a market for opportunity and growth.

Wo r ld Out lo o k o n A pp ar el, Ac c essor i es and Lux ur y Go o ds Mar k et Value :

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U.S. Segm e n t S co p e & S iz e :

The active-wear market is made up of fitness and sports apparel for men, women and children.

The category is valued at over $30 billion USD. Of that total, sales in active-wear have now reached just over one tenth of the entire apparel market, making this segment the most dynamic for opportunity growth. According to the Global Industry Analysts, the world sports apparel industry is expected to exceed $126 billion by 2015. The market is driven by a trend toward healthier, active lifestyles with more mature demographics and women becoming more active.

-----------------------------------------------------Over a span of 46 countries, here are 5 key findings based on performance, outdoor and sports-inspired clothing and footwear.

1. Global sportswear sales are forecasted to hit 300 billion US dollars by 2017 2. The US is the largest market for outdoor footwear, but India is known to be the most dynamic 3. Per capita spending on performance clothing, japan is 6 times higher than China.

4. Sports-inspired clothing and footwear will contribute to 12 percent of the total absolute sportswear growth over the next 5 years.

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A pp a r e l R e t a il I n d us t r y

Fut ur e :

U.S. Ma r k et Scope & Si ze :

The industry is expected to accelerate from 2013 through to the end of the forecast period in 2017. The U.S. is fostering a market for opportunity and growth.

26

U .S. A udi e n ce S co pe & S iz e :

The U.S. audience fits into our target market for several

looking into a market that has earnings of $50,000-$100,000,

reasons. The age group we are targeting but not limiting

this is due to the segment of customers we are targeting

ourselves to is 35-54 year olds. This age segment consists of

the ‘Young Digerati’ and the ‘Power Couples.’ The market

38.06 percent of the U.S. population. That being said we are

segment here consists of 29.83% of the U.S. population.

27

T HE M E NS A ND WO ME NS WE A R M A R K E T

50 per c ent o f w o m en A n n ua l R e ve n u e e t he sam e am o unt o f mak t radi t i ona lly m ale c ent r i c

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-----------------------------------------------------Looking at the men’s and women’s wear markets who are shopping for apparel : MEN + 40% of men are more

likely to have a bachelor’s degree

+ 42% of men are more likely to have never been married +22% of men spend more on apparel than the average American. + Mens fashion has seen a 20% increase in the last two years. + Menswear purchases are growing 30% faster than womens-wear

WOMEN + Women spend 399 hours and 49 minuets per year shopping 28

+Women’s clothing stores make approximately 41 billion on annual revenue

MARKET OVERVIEW —

Hi g h Fashi o n : Hi gh R o ll e r s

Looking at men’s and woman’s shopping

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patterns

and

understanding there spending habits allows a general understanding for the target market segment.

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— E-COMMERCE —

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shopping behavior was almost exactly alike. The vast majority of purchases (87 percent for men and 82 percent for women) were made on a desktop. Next most popular was an i Pad, used by 13 percent of women and 10 percent of men. — M-COMMERCE —

MO ST ST Y LISH C IT IE S

Men and women alike are

using

m-commerce.

However,

m-commerce being on the trend forward it is still an emerging

market. Much of the m-commerce activity is seen being used for research. But, there is a shift

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showing over 21 million, or 36%, plan to make purchases directly "

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from their mobile devices.

Trends like these allow us to understand shopping patterns.

29

Looking statistically at the numbers allows Norwegian Rain to be able to lay the ground work for a strong marketing strategy.

It is very apparent from the many studies and statistics found, that men and women do shop very differently. For most men, shopping is a mission. For most women, shopping is definitely a social event. Knowing and understand our clientele allows us to be able to create a shopping experience that includes both shopping types. Understanding the information provided Norwegian Rain will be able to successfully build, now and into the future an environment that will foster their customers return time and again to spend money in an environment that they enjoy, feel comfortable and welcome.

That’s all the stats we have for you.

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ne x t ch a p t e r

c om p e t it o r s

33

Market

We looked into our competitors to size up what is already present in the market. It is important to assess the competitive landscape so we have a strong sense as to who is targeting the same customers as us, what resources they have at their disposal and the bases on which they intend to compete i.e. product features, service quality, price, focus etc. Looking at what our competitor companies are doing, how and why they do it, allows us (Norwegian Rain) to create our own competitive advantage.

We can use this knowledge to create a marketing strategy that takes advantage of our competitors’ weaknesses, and improve our own business performance. Our Pop-Up shop is the first foot in the door in the United States. Understanding and getting a feel from the already established market allows us to assess how we can set ourselves apart, and truly foster an extraordinary customer experience.

What we consider but don’t over analyze : STRENGTHS

— Norwegian Rain stems from their core mission : Hard core functional and waterproof outerwear that does not compromise on stylistic preference.

Through their originality and loyalty to there customers and product quality they have created a sustainability and practicality within there designs.

Product Line Assortment: Unisex Performance Wear Japanese Fabrication $680 - $1,025

OPPORTUNITIES

—

Mens | Womens | Unisex

Crafted design made out of high-quality materials made to last while not compromising sustainability.

In addition, the market trend is demanding high

Direct/ Indirect competitors

quality and practical products. By increasing our

High Quality

brand values and a need for our products within the American market place.

$$$

$

Low Quality

Burberry

Stutterheim Raincoats

Belstaff

Rains nau Norwegian Rain 35

Understanding Our Competitors Picking apart Norwegian Rain’s competitive market place we looked into five companies that we felt held standards as high as Norwegian Rain. Although all five companies are displaced around the world we felt they held values that where in line with ours, as well as aesthetics that we could connect with. These five indirect competitors have given Norwegian Rain the insight on international brand and product identity along with knowledge on consumer demand.

The first three companies: Burberry, Rain, and Belstaff where looked at due to there strong belief and attitude toward being a lifestyle brand. By understanding how they can relate and capture their target market enables us to understand that there target audience wants a brand identity to connect with. Burberry began with a reason ‘why’, creating quality product for the experincer that would last, that the clientele wanted to be apart of. Rain knew what there market was in demand for, rain-wear, because it rains 121 days in an entire year. And Belstaff knew ‘how’ they would attract their clientele by being fearless fashion enthusiasts.

————————— Knowing our market and understanding it are two separate ideas. We want to understand our competitors brand identity, brand mission and vision, thus allowing an insight to what was, what is, and what is to come.

This also gives us an insight on the types of customers we need to consider attracting.

However, looking into the direct competitors we narrowed in on two companies that are not only creating a lifestyle, but have a vision. Nau and Stutterheim’s are two brands that we want to pay

close attention too. They are unisex brands that are finding there niche within the ‘yours and mine’ market place. Nau creates a sustainable urban, outdoor apparel line while integrating designs for the modern mobile life. As similarly Stutterheim’s fosters great rain-wear and accessories, filled with craftsmanship, passion and authenticity. What both these companies do exceptionally well is there business is an extension of who they are.

Looking into these competitors allows Norwegian rain to understand and gain insight on what demand is asking for in the marketplace.

What Influences A Purchase Decision?

----------------------------------------------Top 10 Factors

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“An organization's ability to

learn, and translate that learning into action rapidly, is the ultimate competitive advantage.�

-Jack Welch-

37

ne x t ch a p t e r

39

TREND

TREND ALERT : THE SILHOUETTE THIGH LENGTH PUFFERS TREND ALERT: THE BIG CHILL

TREND ALERT: HAT TRICK

It’s time to invest in quality

Hats off to the new season: must-have accessory

outerwear you can count on.

TREND ALERT: CONTEMPORARY ELEGANCE

TREND ALERT: MEN IN BLACK

Men worldwide take inspiration from traditional sartorial rules for winter.

Men worldwide achieve dark sophistication through all-black ensembles

LUXE PARKAS MOTORCYCLE INFLUENCE TECHNICAL PONCHOS

TREND ALERT: TRANS-SEASONAL MUST-HAVES

With a chill in the air and preparing to bridge the seasons. When it comes to the ultimate in-between jacket its a battle of biker and trench

TREND ALERT: ITS A MAN’S WORLD

TREND ALERT: ANDROGYNY

TREND ALERT: TRANS-SEASONAL MUST-HAVES

The key to mastering this season’s It’s the great coat debate- will you take on tomboy is to strike the per- opt for boy meets girl tailoring or an fect balance between masculine and all encompassing teddy? feminine.

TREND ALERT: NEUTRAL ELEGANCE

Fashion is putting a spin on mensSoft,warm neutrals make a wear classics. Suits and blazers statement in clean, crisp rendicomplete with ties lend a decidedly tions juxtapose with jet black. sartorial quality.

TREND ALERT: UNISEX

Who said men and women can share the same closet. This season your both fitting for the same jacket.

41

WHAT’S TRENDING in TEXTILES An important trend that we are seeing in the market are through the development of hybrid yarns, fabrics, and technologies that improve product function. In the development of fibers, yarns and fabrics, functional aspects such as anti-bacterial, anti-static, UV protective, thermal, or biodegradable functions - are playing an increasingly important role. Performance requirements and technical specifications determine the success of a product. Usually, technical textiles are created in a close relationship between the producer and the consumer so as to ensure tailor-made solutions to specific user purposes.

That being said Norwegian Rain is already being a leader within the performance industry. There product encompasses the innovation of Japanese textiles while simulating tailored styles with function . They are truly a one of a kind company entering a market that

42

TREND ALERT: Green Solutions the textile industry takes the lead with sustainable material solutions.

is already asking for their product assort-

Two Trends that Line Up with Norwegian Rain :

combined the perfection in T-Micheal’s

— Lacquered finish —

tailoring and a purpose of functionality

Inspired by the Decrypt theme

let alone the tap in to the unisex trend.

within the Social Superheroes

ment. There is no other brand that can

macro trend, lacquered and wet-look TREND ALERT:

un-dyed recycled polyester

finishes

enhance

performance outerwear fabrics such as heat-bonded ice wool,

Tech Wools create an easycare wool that allows for a

TREND ALERT:

piece for every season.

Sustainable Evolution mixed with thermal insulation is revolving with recycled fiber contents.

bonded double faced PVC/felt, and lightweight nylons with ‘oilslick’ finishes. Subtle shifts in color and texture are only visible through

closer

inspection.

Highly breathable and with a good waterproof rating, these lacquered

This season’s stretch wovens are Thermore aria

Advanced Wicking is the key to buyers sourcing and performance , active-wear market.

high-shine

finishes are a natural evolution.

— Weatherproof stretch wovens —

Schoeller- shape washable wools

TREND ALERT:

and

TREND ALERT: Sustainable performance, fabric that provides temperature

lighter but deceptively highfunctioning,

providing

even

greater weather protection and breath-ability. Defined by their lightweight stretch construction and natural feel, these high-

regulation along with stain

performing fabrics are highly

and weather protection.

windproof and water repellent, and incredibly quick-drying.

These enhanced performance properties see the fabrics move from mid-layers to outerwear, used in pants and shorts as well as lightweight jackets.

Wicking PU-bonded polyester

Schoeller WB formula jacket weight

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R et a il S pa ce s : Consumers from all demographics and ages now shop on the Internet, so retailers must capitalize on that “comfortability� by bringing it in-store. Hybrid on-line/offline environments offer seamless multi-channel experiences for consumers. Thanks to the decline of privacy standards encouraged by social networking, retailers are able to capture vital information, which they can later incorporate in their bespoke merchandising efforts.

Technological devices used to sync retail spaces and e-commerce sites : i pad/tablet i phone/smart-phone Touch screen displays Radio frequency identification(RFID)

Looking into trends and forecasting we are able to analyze our market in a broader spectrum. Understanding our target client and trends helps us place ourselves, while knowing what is being done helps us stay knowledgeable with why our sartorial take on extreme outerwear based on Japanese sensibility 44

stands out amongst the rest.

E -C o m m e r ce Tr e n d s

81%

say posts from their friend directly influence their purchase decision.

44%

of people are most likely to engage with branded content that contains pictures

30%

38%

are most likely to respond to brand offers when they have been reposted by a friend

of moms are more likely than other women to purchase from brands they ‘like’ on Facebook

37%

40%

of people are most likely to engage with branded content that contains status updates

of people are most likely to engage with branded content that contains videos

We must work hard to maintain quality customer service and knowledgeable employees who protect the integrity of our products. Satisfaction both in the Norwegian Rain pop-up shop and its products are what will ultimately keep customers coming back.

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What Influences A Purchase Decision?

----------------------------------------------Top 10 Factors

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45

FINA L C H A P TE R

START of a plan.....

47

R a t io n a l e :

B r and O b je ct ive s : : BUILDING BRAND AWARENESS

+

ESTABLISH WHY THERE IS A DEMAND FOR BRAND & PRODUCT

+

REACH A BROADER CUSTOMER MARKET

+

TEACH ‘THE BERGEN WAY’ A LIFESTYLE BRAND

+

BUILD OUR VALUES AROUND THE WORLD

+

DETERMINE IF THE U.S HAS MARKET POTENTIAL

Successes & Failures — -customer traffic -customer feedback -customer excitement -measure number of new orders placed via new customers

Achieve — +strong customer experience +attracting customers +promoting brand identity +teaching what. where. WHY +strengthening our pillars (values)

Store — -bespoke event -customizing -meet design team -try on coat walk through water -jacket process against wall (details) -water spin wheel clothes on wheel as water falls (water repellent) -i-pads= shop on-line, in store

-art collaboration/ contest with art students in the area to decorate a space in the store that would show case the product and create a unique experience. Winner gets a meet and greet with Alexander & T-Micheal.

Selling Venues — on-line social media brick & mortar 49

A LOOK AT TWO WORLDS CONNECTED BY ONE BRAND. A BRAND THAT BRINGS CREATIVITY, INNOVATION, PRACTICALITY, SUSTAINABILITY, WITHOUT COMPROMISING STYLE. A BRAND THAT HITS THE GROUND IN SAN FRANCISCO FOR THE FIRST TIME. A LAUNCH OF A UNIQUE ONE OF A KIND POP-UP SHOP. WE PRESENT NORWEGIAN RAIN A STREAMING POP- UP SHOP: MADE OF SHIPPING CONTAINERS.

STREAMING

POP-UP SHOP

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L O C AT ION : loc at i o n :: Sa n Fr anc i sc o Total population Median age (years)

825,863 38.5

Our target location for our pop-up shop launch will be located in San Francisco. Being one of the most

District 8, San Francisco

visually stunning seven-by-seven square miles on earth, San Francisco has also topped rankings of the happiest, healthiest and fittest cities in America.

Median household income

$73,802

Total Population

134,300

Median Age

39.03

District 8 (Northeast)

The heart of San Francisco.

This dynamic part of the city is full of history and is one of the primary business and financial centers in the United States. It is a power center of corporate headquarters and financial institutions.

lo c at i o n :: Uni on Squ ar e Norwegian Rain will launch out of a cargo container located in Union Square. Union Square contains 2.6 acres of open space in downtown San Francisco. The area encompasses the most significant shopping, hotel, and theater district in

Population: 13,182 Median Age: 44.7 Spending : Consumer Spend: $291 MM Consumer Spend ($/HH): $40,049

the city. The square and the areas surrounding it feature unique shops, department stores, boutiques, hotels and theater. The venues serve as a supporter to the Norwegian Rain Streaming Pop-up shop.

The square is also a site for public events, concerts, and plenty of art activities, making it a dynamic and vital open space in downtown and a perfect launch location for Norwegian Rain.

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With the line between the virtual and real world shopping channels continuing to blur, new possibilities to enhance both will present themselves for Norwegian Rain. The pop-up shop will create new interactive links, with real e-commerce and point of sale potential. Our pop-up shop will create an event that money can’t buy, we are finding the importance of capturing customers with the most interactive, seductive memorable experiences.

With our pop-up shop it will allow the integration of one continent to another, mobile devices will unlock the potential for unique in store shopping with an unexpected and fresh store design, a highly knowledgeable and welcoming staff will truly foster a one of a kind experience given from Norwegian Rain.

We plan to launch the Norwegian Rain streaming Pop-Up shop based on five main pillars: + community, on-line and off + design and visual power + knowledge and sharing + marriage with mobile + ultimate advertising

SAN FRANCISCO & WHY BECAUSE IT’S IDENTICAL TO BERGEN, NORWAY..................

B E R G E N, NO R WAY

SAN F RANC ISC O City Sightseeing Parks Museums Cultural Tours Harbor Trips Nature Cafés, Pubs Music Venues Artistic Events It’s a place that celebrates community

Our Target Location is the perfect spot to launch the Norwegian Rain Pop-Up shop. It encompasses our target customer and the major attributes that foster our functional attitude while still maintaining style.

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AMBIANC E :

The Pop-Up shop is geared to connect the aesthetic of Norwegian Rain with a market that hasn’t seen it yet...

Capturing the ‘who, what and why?’ of Norwegian Rain is the key to the message we will want to send throughout our PopUp shop location. Through our visual communication we will be able to foster a unique experience. We plan to communicate in a compelling way, a fundamental message to our audience of customers, the planning and implementation of a unique store environment. From our up-cycled cargo container exterior to the innovative and interactive interior environments. The store ambiance will foster the ‘Bergen’ way of life. Through water implementation the customer will feel at home with Norwegian Rain. We feel with a capturing environment our clientele will continue to want more.

Commun i t y, Onli ne and Of f : The Pop-Up shop will create a hub for the community to connect with. With an environment that creates interaction between our customers and the brand.

With special events from T-Micheals’ demo night to his customizing classes, to the personal night chats that Alexander Helle puts on and the interaction the customer experiences day in and day out within in the Pop-Up shops’ shipping container.

These consumer-centric activities create lasting memories that will contribute to brand loyalty and awareness.

The page that follows highlights the store ambiance in terms of the environment. The lighting, color and the relaxing natural aspects that we plan to incorporate within the PopUp shop are highlighted throughout the inspiration page. Our lighting will take an organic shape. With varied thicknesses and imperfections in the glass the imperfection will add a subtle honesty to this object, as well as a distinct, warm glow to the lamp. Lit or unlit, the fixture adds elegance and lightness to any room. We feel this captures the pureness and natural essence that Norwegian Rain fosters within their brand. One will also notice that the development of visuals fosters a ‘Bergen’ aesthetic, being that nature in Norway is one of it’s most prized possessions we wanted to garnish this throughout the Pop-Up shop. This includes, wood textures, soft whites, natural dark wood tones, and with some reflective silvers to accentuate the elegance. The space fosters an inviting retail environment as well as a signal to new passersby.

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D esi gn a n d V is ua l P o we r : The store will feature the Bergen atmosphere with a large screen streaming the Bergen city, an energetic approach to fashion, and upbeat music. Local student work will be displayed around the container that fits with the Norwegian aesthetic as well as installations of the garments. The visual power of water falls will stimulate the Bergen way of life. The combination of unique, memorable features with simple design elements creates the type of experience that draws the customer to want to come back again and again.

The visual communication will connect and teach ‘THE BERGEN WAY’ a lifestyle brand.

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Sto r e L a yo ut : The Pop-Up shop will have three floors. The first two floors will hold product and the instore Norwegian Rain environment.

The

third

floor will be its own capsule as an instore wine bar and entertainment center.

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Store La yout ex t ensi v e lo o k : LOOKING DEEPER into the store layout it will be important for the Pop-Up shop to foster an enriching in-store experience. This will ultimately happen within the first two floors of the store. The first floor will offer the shopping experience. Here customers will have the opportunity to try the Norwegian Rain products on and have the option to test the product with a streaming waterfall. The first floor will also have the ‘Knowledge Bar’ (this is looked at in detail on page 71). As customers experience the product they can venture to the second floor of the shop, here will be a detailed display of the jacket construction process. This second floor will foster the ipad access bar and the streaming video of Bergen, Norway along with a repeating video of T-Micheal and Alexander Helle and there reasoning for the brand and product.

What will tie these two floors together will be the water spin wheel, this clothing wheel will continually spin between the two floors, the pegs on the wheel will display the jacket styles with a limited amount of try on sizes. This will allow customers to visually see the product on display.

What will ultimately set this Pop-Up shop apart is the third floor, this area will be held for exclusive access only. The third floor will be all glass thus allowing outside onlookers to see the space and events taking place but due to the limited access the space will create an exclusivity factor for the brand and the people involved. The space will foster special events with the design team along with special entertainment events.

The space will only be occupied for public access on certain calendar days where T-michal or Alexander Helle are featuring demo’s or talks.

WH AT TA K E S P L ACE: The importance of an enriching experience for the customer and the Norwegian Rain team is what will ultimately drive success for both product and brand. This being said it will be in Norwegian Rain’s best interest to hire highly trained stylists and sales associates. Due to the ‘newness’ of Norwegian Rain we will look to hiring top sales associates that already understand the product, we will also look to the local Universities for top performing students who are interested in the product and understand the brand.

The presence of the Norwegian Rain Pop-Up shop is going to encapsulate a once in a life time experience this being said the cargo container shop will ultimately be the driving success in the foundation of customer relationship building. Throughout the month exclusive events (highlighted in the calendar) will also contribute to the customer relationship building process. The shop will ultimately cater to the highly trained stylists and sales associates who will be fostering an experience day in and day out for customers. Certain events will cater to the exclusivity of the shop that will feature the Norwegian Rain team themselves.

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the ‘how’ to Norwegian Rain. Allowing our customer to try the product on and feel the tangible piece allows for a personal connection between garment and wearer. In addition it allows face-toface communication between product and brand identity. With the Pop-Up shop we are able to connect Norwegian Rain on a physical scale, while bridging on-line and real-world experiences.

&

A le x ande r

Hel l e product. Our customers will understand

mMi che a l

to connect on a personal level with the

T

Our Pop-Up shop will allow customers

:

-Daniel Green-

fou nde rs

“Stepping into the soul of the brand”

T he

EXP ERIE NC E :

T H E

M O N T H

September 2014 : 1 Norwegian Rain streaming pop-Up shop construction

7

8

T-Micheal talk about the product

14

9

16

4

22

23

29

30

:

5

6 Alexander Helle Talk about the brand

Norwegian Rain Launch : open to public

10

11

12

13

Alexander Helle Business Talk 6pm

17

18

24

25

T-Micheal BeSpoke Evening Class 3pm

Night At the Store: Birthday Pary Celebration for team member

1

2 Customer Question and Answer Evening 5pm

o c t o b e r

Norweigian Rain Tours the City

19 Understanding the Norwegian Rain TEAM T-Micheal & Alexander Helle

T-Micheal Designer Challenge 1pm

Alexander Helle Business Talk 4:30pm

28

3

Norwegian Rain late night Launch Event 8 pm

T-Micheal BeSpoke Evening Class 6pm

15

R E V I E W

Norwegian Rain Calendar for Store and local events

2

Founder & Student Dinner

21

I N

2 0 1 4

20 A day in Union Square Art Contest

26

27

3

4

Norwegian Rain Farwell Night Social Coctails

Norwegian Rain departure

By planning and implementing a local calender of events we have tailored our marketing strategy to create strong interests and opportunities to the local market.

67

WHO WILL B E T HE R E : Exclusive Launch Party: September 2nd The party will be for exclusive members only thus highlighted below.

The party will feature the Norwegian Rain team and an exclusive talk given by Alexander and T-Michal themselves , thus speaking to the brand and the reason WHY the duo started the brand. This event will allow for key relationship building and

S am :

individual conversations between top executives and important socialites.

Norwegian Rain TEAM: Alexander Helle & T-Micheal Photographer Bent RenĂŠ Synnevaag Tailoring assistant Elin Nordahl

Outsiders who influence Norwegian Rain: Art Comes First - Team PR Firm:

S haka:

McGrath Power Public Relations & Communication News/Advertisers: SF Gate news representatives GQ representatives Who Else: Socialites CEO’s from surrounding retailers Photo journalists AR T C OMES FIR S T:

The Launch Party: The launch party will be set for an elite group of people. Provided at the event will be hors d’oeuvres along with wine and cocktails. All of the proceeds made from the sales of the launch party will be donated to the Wounded Warriors Charity. This charity offers aid to those who have served for the U.S. military. This Charity was chosen because we felt that it not only honors those who have served the U.S. but it also shows the influence that Norwegian Rain is trying to make as a brand and as a brand joining a new market. The charity supports Norwegian Rain within there U.S. involvement and understanding for the reason why tapping into the U.S. market is a good idea. The brand is supporting not only there product but the communities and country that support it.

SE PTE M B E R 2 ND :

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M ar r i a g e w it h m ob il e :

This app will provide a ‘brand-in-the-hand’ app that encourages customer stickiness while giving our customers a per-configured channel for their mobile interactions with Norwegian Rain. This will allow us to meld the instore, on-line, and mobile worlds while connecting a broader customer base.

The Pop-Up shop will marry the mobile shopping experience with brick and mortar retail. Norwegian Rain will be creating a mobile app as a ‘teaser’ experience that drives the interest to the store, for a deeper experience or to buy.

The app will allow customers to select a style, color, size and buy on-line or get product info on the garment. The app will also provide the customer with a quick video of the function the garment provides. If the customer chooses to buy the product while in the Pop-Up shop they will obtain detailed information on the product life-cycle, so they can feel connected to the product from start to finish.

This channel of connection will also help customers connect with the brand even though brick & mortar will be outside the U.S.

St art

Pick Style

Size & Color

Function Video

Kno w ledge Shar i ng : The Pop-Up shop will have a rain-wear genius bar/styling bar, this will allow Norwegian Rain the ability to add insight and knowledge to the experience. The genius bar will foster a streamlined, headache-free and above all, enriching shopping experience for the customers. Our knowledge bar will be able to give insight on the fabric technologies and functions of every garment, in addition to having iPad’s for accessible on-line look-books as well as purchasing opportunities for customers. There is no fixed point of sale throughout the pop-up shop thus fostering interaction amongst employees and guests.

Norwegian Rain will spend time hiring the right people; giving them ample training and empowering them to share what they know. Thus establishing why there is a need for the brand and the product.

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CO MMUNI C AT ION :

Norwegian Rain is planning to promote themselves

through

several

key

communication channels prior to and during there San Francisco visit. The key to success will be to communicate the ‘why’ of the brand to the public. By using public relation channels, advertising, branding, and a strong visual presence we feel the Norwegian Rain Pop-Up shop will foster the maximum amount of potential to reach out to customers. Meanwhile, building an attraction to a new market, our Pop-Up shop is jumping into the community that surrounds it.

R E - B R A ND I NG : Communication Channels/Press Kit : Re-branding News/Press Release Local Community Involvement Launch Story

Re-branding Norwegian Rain for the Pop-Up shop will allow for an alternative image for a venue they have never tapped into yet. By creating an image customers will be able to make a connection to or correlation with when seen time and time again.

Norwegian Rain re-branded themselves

for their Harvey Nichols Pop-Up shop as well.

Thus allowing Norwegian Rain to differentiate themselves amongst the competition in the area.

Norwegian

Rain

hits

Union

Square

:

helping each other out and working towards a

Norwegian Rain will be opening its first stateside

common goal. Norwegian Rain has taken that

Pop-Up shop location in San Francisco, California on

philosophy and paired it with a dared and different

September 3rd, 2014. The pop-up shop will be open for a

approach to rain-wear for everyone who wants

limited amount of time and feature work from students

to look great even when living under a constant

at local Art Colleges and Universities alike. Located

rain cloud. Founders T- Michael and Alexander

in the heart of Union Square’s dynamic shopping

Helle deconstruct functional rain-wear and are

district, Norwegian Rain will stand out from the

fusing it with a traditional tailoring aesthetic.

crowd with both its curb appeal and quality products.

Inspired by Japanese simplicity the desire to create

Coming out of Europe’s Rainiest city, Bergen,

raincoats based on simple philosophy was born.

Norway where it rains two out of every three days

The philosophy is simple. Hard core functional and

of the year, Norwegian Rain is an award-winning

waterproof outerwear that does not compromise

collaboration based on the concept of Dugnad.

stylistic preferences. The hi-tech is hidden.

Dugnad traditionally means people coming together

Contact:

www.norwegianrain.com 73

PUB LIC R EL ATI O NS I NI TI ATI V E S : Col le ge Submi ssi o n Po st er : Connecting with the local community., Norwegian Rain will open the opportunity for College Students to submit work for viewing throughout the Pop-Up shop.

The artist(s) chosen from the submissions will be able to have an opportunity to meet with the designers and have an evening on the town with the Norwegian Team.

september Preview Flyers will allow awareness of the brand to reach customers and clientele prior to the launch. Our aesthetic and brand identity are our biggest strong suits in terms of our launching success.

1

Norwegian Rain Pop Up Shop - OPENING

U l t im a t e A D : Our pop up shop will be our ultimate ad. With an out of the ordinary display in Union Square, our pro-active and innovative displays within our cargo container will be interactive for customers. Fostering a hands on experience. The Pop-Up shop will capitalize on its great location to leave a powerful impression, even on those passing by. The Pop-Up shop will provide a combination of the right setting, striking aesthetic, and innovative design that will allow Norwegian Rain to turn the PopUp shop into the ultimate, three-dimensional ad.

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Our Launch Story (part of our Press Kit):

At the end of the day :

we are able to understand the power of retail branding, the

importance of understanding our customer, identifying a strong location, the knowledge and understanding of the market and its potential, how our omni-channel retailing will make an impact on our company and the industry as a whole and lastly the importance of building an innovative customer experience. With strong understanding of the prior statements the Norwegian Rain Pop-Up Shop will create a compelling image for consumers that is built around exclusive products. The Pop-Up shop will foster an environment that caters to an emotional reason to buy that is not based purely on rational. Due to the already built brand model of Norwegian Rain the Pop-Up shop will foster the compelling vision focused on people, product and promotion that Norwegian Rain has already established. The Pop-Up shop will encapsulate the ‘What, How, and Why’ of the Norwegian Rain brand. The importance of understanding this has allowed the Pop-Up shop to incorporate both customer expectation and experience while pairing it with the brand identity and brand values thus establishing a reason why the product is not only needed by the market but wanted. While fostering an unimaginable store experience the Pop-Up shop will marry online while in-store. Thus establishing the motto ‘brand in hand,’ the marriage will create a customer perception of quality on-line just the same quality as in store. By fostering the multi-channel retailing aspect of the brand we are highlighting the importance of providing customers with a seamless experience through all channels of retail that Norwegian Rain touches.

By understanding the importance of how we are to emulate the Norwegian Rain brand through ambiance, branding PR etc, the Norwegian Rain Pop-Up shop will be centered on the concept of creating an exceptional and unimagined store experience. The shop plans to close the gap between customer expectations and customer experience. Due to the prime location the shop is centered in a highly visible location, thus allowing the shop to be our ultimate form of advertising.

The location alone will allow for a maximized sales potential opportunity even though that is not the primary goal of the shop. Through the shops’ planning and implementation of events we are creating opportunities for the utmost quality customer experience and in return, building strong brand awareness. The Pop-Up shop will inevitably be a once in a lifetime experience for any customer. Through the events and successful attraction of the exterior and interior, the shop will undoubtedly be attracting new customers. At the end of the day, our shop will have created an experience worth the trip, for customers and for the company.

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In t he end, t he m e a n in g is t h is s im p l e : “Norwegian Rain is more than a brand to me, it’s a solution. Although I am an MBA graduate, my desire to create something of my own, has for long been strong. Norwegian Rain has given me the chance to focus on just that. Through precise graphic design, the co-design of T-Michael, and an overall joint cooperation with Grandpeople, we have managed to develop a concept that is true to its own environment. At the same time, we have managed to selectively pick out points of design from Japan, by using materials that are recyclable. Not only to be environmentally conscious, but also to create a product that is true to its’ statement. Norwegian Rain is a line of trench coats that have a mix of function and design. Fact is; there is no need to look washed out simply because it pours outside. All of these factors create a brand that is design-wise of high quality, sustainability and practicality.”

-alexander helle-

Thank you to those who made this book book possible: Ameer Carter : Store Renderings Creative Approach : Printing Service The Noun Project: Supporting Project Layout Norwegian Rain Team : For starting an amazing brand

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B ib l io g r a p h y : Website:

http://norwegianrain.com/blogs/news http://lookbook.norwegianrain.com/new_projects/

Articles:

http://oslonights.no/2011/04/27/bergen-showers/ http://fashion.telegraph.co.uk/news-features/TMG10473749/Introducing-Norwegian-Rain.html

Competition:

http://stutterheim.com/ http://www.aetherapparel.com/journal/aetherstream/ http://www.rains.dk/

Facts: http://www.slowfashioned.com/archives/7992 https://www.mint.com/blog/trends/mint-fashion-082011/ https://ardenreed.com/blog/category/infographic/ http://www.bluelinkerp.com/verticals/apparel-inventory-software-infographic.asp http://www.startupsmart.com.au/retail/infographic-what-influences-online-purchases.html http://www.skyscrapercity.com/showthread.php?t=349393 Photos: http://commotionnotion.blogspot.com/2011_05_01_archive.html http://www.justthedesign.com/tops/ http://artcomesfirst.tumblr.com/ http://witanddelight.tumblr.com/page/11#19

Works Cited: “Music - Concert Wallpaper.” Wallpaper Abyss. N.p., n.d. Web. 06 Mar. 2014. <http://wall.alphacoders.com/big.php?i=117662>.

“Bjork Photo.” Gallery. N.p., n.d. Web. 06 Mar. 2014. <http://www.theplace2.ru/photos/Bjork-md281/>.

“San Francisco Green Point Rater.” S. N.p., n.d. Web. 06 Mar. 2014. <http://www.califliving.com/title24-energy/index.php/ green-building-programs/48-san-francisco-greenpoint-rated>.

“Classic Travelling – Vintage & Classic Car Tours, Scenic Driving Tours & Holidays in the UK, Europe, and Worldwide.” Classic Travelling Vintage Classic Car Tours Scenic Driving Tours Holidays in the UK Europe and Worldwide RSS. N.p., n.d. Web. 06 Mar. 2014. <http://classictravelling.com/fjords/>.

“Startup Swami.” Startup Swami. N.p., n.d. Web. 06 Mar. 2014. <http://startupswami.com/2009/12/22/sell-umbrellas-not-rain/>.

“Plaj Restaurant | Scandinavian Bar & Restaurant | San Francisco’s Only Scandinavian Restaurant.” Plaj Restaurant Scandinavian Bar Restaurant. N.p., n.d. Web. 06 Mar. 2014. <http://plajrestaurant.com/>.

Check out Norwegian Rain : www.norwegianrain.com

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