Fila Pop Up Shop

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Many people fail in life, not for lack of ability or brains or even courage, but simply because they have never organised their energies around a goal. - Elbert Hubbard HAUGHEY, D. - SMART Goals SMART is an acronym that is used ti guide goal settings and how you and what you will do to achieve your goals. Here at FILA we have used SMART to guage how long specific things will take to create or occur in relation to our pop up store.


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The pop-up shop will be the way to penetrate the market. We have used the Ansoff Matrix which is a theory businesses use in order to grow. With specific reference to this project, the specific growth strategy will be product development as I am introducing a new product range into an exisiting retail market. (Hanlon, A. - The Ansoff Model) This will help us construct an efficient pop up store that will have an affect on the fashion industry and allow FILA to be seen in a new light. It will include existing product such as the authentic fila apparel, FILA x Liam Hodges collection, FILA X FENDI and the reinvented magic collection from the 80’s, as well as the new limited-edition range which will include, t shirts, sweatshirts and bodysuits. Using the 7P’s Marketing Mix, a strategy tool used for selling product and reviewing competetive strategies. (Hanlon, A. How to use the 7Ps Marketing Mix?). We decided on a location and the specific collections that would make the cut for our shop. At FILA we aim to please so our new range will incorporate the luxury side of FILA with our high street ranges and will all be showcased in The Iconic Soho Shop, Wardour Street, London.

This will allow the existing range to sell more as more of FILA’s individual ranges will be showcased all in one place so that both of their target markets can come together and bring money to the business in one place. The pop up will be highly promoted and anticipated on social media through our social media platforms, adverts both online and offline and bloggers who will be promoting the range and have a collaboration on the disruptor model. Referring back to the Ansoff Matrix, diversification from the pop up and buying FILA product anywhere else at the given time will be: purchasing through the pop up will also allow customers to leave with brand stickers, a pop-up store design bag and 30% off FILA product in supporting high street stores.


The strengths, weaknesses, opportunities and threats that FILA has obtained over the years is what will help in the creation of this pop up and the actual running of the shop when it is open. The SWOT Analysis is a useful technique for understanding our strengths and weaknesses, and for identifying both the opportunities open to FILA and the threats we face - Mind Tools Content Team, SWOT Analysis. The Strengths of this pop up shop occurring lie with the fact that the UK has never seen or experienced FILA in this way and it is also an opportunity for the brand to flourish and gain recognition publicly. Having a range of our exisitng ranges visible in one space with liable partnerships is our opportunity as a brand that will allow us to be better understood and appreciated by our consumers and even the market that has never experienced our product before. Although we are competing with some very big sportswear brands such as Nike, Adidas and Champion we have found that having a luxury ally like FENDI will be to our advantage so the threats from these bigger brands will level out. Also we have planned the pop up to open at a time where the industry is quiet in sales so more attention can be drawn to the store.

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A PESTEL analysis is a framework or tool used by marketers to analyse and monitor the macroenvironmental (external marketing environment) factors that have an impact on an organisation - Marketing Theories - PESTEL Analysis. As we

Image from https://www.kbmanage.com/concept/pestel-analysis

await the outcome of Brexit, it could have an impact on the costing of the new range and the costs of product production. This could impact the costs of items in the pop up because it will be running weeks before the Brexit agreement so we may have to compensate for changes. The pop up store will be highly focused on allowing FILA to be seen in a new light. We plan to keep our heritage flowing however the point of the store being based around our rebranding and futuristic style is to allow people to see FILA as fashion forward and on top of trends and modern styles. Adding to the futurism of the store will be technology that will enhance customer experience and customer retention. An interactive board including the heritage of FILA will be featured at the back of the store and personal customisation of the “FILA DISRUPTOR II� will be available so customers can experience what the bloggers/ artists were able to but by themselves and for themselves. The shoes will be shipped to your home address after confirmed customisation.

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— Over 100 Years of Heritage FILAUK For 105 years, FILA has believed that beyond activity, sport is an ever-expanding identity fuelled by passions for excellence, adventure, competition and pleasure. “To cultivate and inspire others to embrace the fila spirit in bringing forth minimal quality garments for the confident man and woman”. FILA mission statement Fila was created in Biella, Piedmont by Giansevero Fila in 1911. It originally started by making clothing for the people of the Italian Alps, now manufacturing sportswear for men, women, children and athletes. We are a global sports brand with a rich Italian heritage that understands the relationship between performance and style. Inspired by our enduring core values, we design and build products with exceptional performance, function and lifestyle appeal. As a brand we are always staying true to our heritage but also pushing forward to give our customers advice to live in the moment and do what is best for each of us and human beings, not what is always expected of us. Above all, commit to stand out, not blend in.

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In comparison to some of our greatest competitors such as Nike and Adidas we like to set our brand apart from them by creating more for our customers. Each of our collections are inspired greatly by what matters to us the most; our heritage however we adapt garments highly to fit trends and this allows us to branch away from sportswear at times, something Nike and Adidas struggle to do. We now also have great links to luxury streetwear through our collaboration with FENDI which has allowed us to grow as a brand and allow our consumer range to grow and respect for our product in the heads of our consumers to grow rapidly. FIGURE 1

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Following our pop up store in may of last year, we are creating a new concept and pop up store for FILA in the UK. The NYC pop up was large and spacious with a clear use of our primary colours and fila branding. We are closing a gap in the market for our company and using our rebranding to appeal to both the young and the old. The main concept will be our heritage along with our new colours and fabrics that have come into our brand along with the original colourway. We will also be releasing a 10 piece unisex range to bring some newness to our current collections. Mustards and greens sitting along our original blues and reds will create a well rounded environment for our pop up with a futuristic feel being added through the architecture of the store and present technology that will enhance customer experience. We will be recreating the shoe wall with our best selling product; the fila disruptor II, with collaborations from influencers, artists and designers all around 12the world.

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The fila customer is fun, carefree and spontaneous. We want our customers to feel connected to our brand by creating apparel that appeals to them and their lifestyle. We have a focus on 16-35 year olds so that we always have inspiring both the old and young in mind. Our unisex range has been constructed to bring people closer together and allow people to feel more comfortable in their style. We usually cater to the high street shopper but wit our new range we want to reach new heights on our own and given the luxury influence our designers believe it is very much achievable. We have chosen some influencers and artists to promote and be a part of our new campaign and experience our new range and we surveyed 61 people from the UKto find out what they currently think of the brand and the kinds of fashion and materials they are in to.

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Name: Larissa Age: 23 Location: South West London Business name: VintageDollRissa Relationship status; single Number of children: 0 Pets name: snake called winter Preferred mode of transport: Tube because its social, quick and affordable Favourite colour: Green Favourite film: Avengers inifinty war Favourite song: Sonder – One Night Favourite book: The Hate U Give Favourite sports team: Not a fan of sports Favourite food: Buffalo chicken wings Favourite hot drink: Chamomile tea Favourite cold drink: strawberry iced tea Ideal holiday destination: Tokyo, Japan or Miami (depending on mood) Political stance: LABOUR. Religion: Atheist Attitude to risk: Dare devil Introvert or Extr overt? Introverted extrovert. Larissa likes FILA because “I am able to express myself freely when wearing the brand and I feel comfortable in the clothes. The disruptor II has put its foot in the fashion industry by adapting to an ever evolving trend and creating something both stylish and extremely affordable. My take on the silhouette is neutral colours ith gold eyelets and detailed laces for an edgy everyday look. I am so happy to be creating something people can buy in the store. Also being able to experience a unisex range full of bright colours and working with others to share personal testimony on modern fashion is why I've taken on the opportunity as a project representative!" All of our influencers and artists have had a hands on approach in terms of designing their own shoe and being able to test wear and give feedback on our range before it hits the store.


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Our FILA disruptor; the sawtooth-soled behemoth— most often seen in stark white—was originally released in 1996, and its newly updated rerelease, the Disruptor II, delivers on multiple fashion trends simultaneously: the 1990s resurgence and the rise of bulked up sneakers. Demand has been running high for FILA since 2016 for our logo-centric tops and retro sneakers, like the Mindblower and especially the Disruptor. However we have chosen the disruptor silhouette to be our main event on the shoe wall as it is the item that has brought Fila back to life. While the Disruptor II could go toe-for-toe with the Balenciaga Triple S in terms of sheer size—a heavyweight matchup if we’ve ever seen one—at £85, it’s less than a tenth of the price. We were able to participate in the “dad shoe trend” without our consumers having to dig too deep into their pockets in order to enjoy our product. This is a big advantage for us. As part of its reintroduction we released the shoe in stores such as Foot Locker and Urban Outfitters where the younger audiences had access to.


Our London pop up store will feature the disruptor silhouette with designs from artists and influencers from all of the UK. We want to connect with our customers and show them that without them, the disruptor would not have gone as far as it has without them. The artist customised shoes will retail for the same price as the ready available disruptors and as stated in our section about closing the gap in the market, customers will be allowed to customise their own sneaker in store and have it shipped to their home address free of charge.

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FILA INTL VELOUR HERITAGE T SHIRT COLOURS: NEW GREEN / ROYAL PURPLE RRP: £85 MATERIALS USED: 95% COTTON 5% COTTON VELOUR

FILA HALF ZIP PREMIUM TECH FLEECE TOP RRP £85 MATERIALS USED: 100% POLYESTER

FILA PREMIUM HALF ZIP FLEECE SWEAT COLOURS: RUST INFUSED RED / TERMINAL BLUE RRP £145 MATERIALS: 100% COTTON

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FILA PRINT SCUBA BODY COLOURS: BLUE #1 / BLUE #2 RRP £40 MATERIALS: 95% POLYESTER 5% ELASTANE

FILA WIDE SLEEVE UNISEX CROP COLOURS: MUSTARD / RED RRP £60 MATERIALS: 95% POLYESTER 5% VINYL

cads/flats from design library - refer to bibliography


Our unisex range is what the world needs to see FILA grow as a brand as gender neutral colours and styles ae growing in the retail market. We have chosen high quality popular fabrics which have been reviewed and selected by the public through our pop up survey. We have also looked at our competitors to create a range that will fall into the luxe fashion industry seamlessy. (Refer to comp shop in “Fila Final Major Project to see more on our reach, parallel and lower brands).

We surveyed 61 people from the UK to get some responses on our initial ideas for our new range and pop up concept. Sizes will range from UK 4 up to UK 2XL for versatility in styling an all body shapes. Range can be paired with existing leggings / bottoms which will be placed near our concept wall for easy styling.

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The new range will be placed at the front of the store but on a wall fixture on the right. This is so we can display the new range visually instead of having it on rails where the clothes overlap each other. It is also how we will display the range next to existing apparel, mainly trousers/leggings to be outfitted with our new range. This is not exactly the A area however, it is a strategic move as we will have a lot of signage and images around the room relating to heritage and existing product, so our range fixture will be a main event. We will also have small stands in front of the cash wrap and in front of the range for accessories to help with up-selling. There will be props such as old bicycles juxtaposed by futuristic vinyl tree stickers to create a product story around the store and mainly the interactive wall in at back to ensure the store is also culture driven. No mannequins will be used due to focal points being the visuals of the store, interactive wall, new range and Disruptor II wall. Lastly, our PoS will be between the back of the store and the new range fixture for easy access checkout and customer service from employees. Customers will be able to pay quickly and efficiently if they are having a quick browse or remember where the cash wrap is if they choose to visit the interactive wall in store. As seen on our floor plan, we will have two open windows without mannequins for a clear sightline as the store walls will be vibrantly decorated with marketing pictures and pictures from the campaign, patterns and logo so it is clear what we want people to come in for and so they can see some of what they’ll experience before they even enter the store. Our wall fixtures will be far from basic and we will have existing product/outfits hanging from our props on our high wall and from the ceiling rails.

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We have created a planogram to show the vision and idea of what we want the store layout to look like alongside exisiting product. this will ake it easier for our VM team to set up our concepts around the range as well as acessories and up-sell.

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Here we have multiple bag designs including a plain white bag with the logo to show what we tink a generic FILA shopping bag would look like. However, for the pop up store, we evolved the idea of a generic bag into something that represents the theme of the pop up store; rebranding wiith a strong heritage but futuristic feel.

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OFFICIAL POP UP SHOP PRESS RELEASE.


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“A team is not a bunch of people with job titles, but a congregation of individuals, each of whom has a role which is understood by other members. Members of a team seek out certain roles and they perform most effectively in the ones that are most natural to them.” Dr. R. M. Belbin bELBIN’S TEAM ROLEs - MindTools Belbin identified what makes a winning team. He was able to find that a winning team is a team of individuals who specialise in certain areas as part of a team. We now use Belbin’s theory to see that we need thinkers, people who are great at action and leaders. Although there are nine roles, it does not mean we need nine people in a team to have a perfect team. In order to allow this pop up shop to go forward we have needed Image from

https://sites.google.com/site/fernandocastropdp/3-area-of-expertise

• Visual merchandisers - Implementers • Buyers – Resource Investigators • Designers – Specialists / Plants • Marketers – Plants / Shapers

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• Social media Representatives - Specialists • Builders / construction workers - Teamwork • Operations – Teamwork / Implementers • Logistics warehouse – Monitor Evaluator


PEOPLE - DEALING WITH CUSTOMERS AND EMPLOYEES IN THE STORE • HR • LOGISTICS • OPERATIONS THINKERS - PEOPLE THAT PUT FORWARD WORK AND IDEA TO MAKE ELEMENTS OF THE STORE WORK • VM • BUYERS • DESIGNERS ACTION - THE PEOPLE THAT DO THE MOST PHYSICAL WORK • MARKETERS • SOCIAL MEDIA REPRESENTAVIES • BUILDERS / CONSTRUCTION WORKERS Having all these groups and specific individuals on our team is the reason this booklet has even come together to give you knowledge on our pop up.

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We all have various ways of leadership and management but, within our team we follow the democratic style to give our employees enough freedom to complete work to a high degree but also have the understanding of when the work needs to be done by and the standard of work that should be achieved. Kurt Lewin developed three classic leadership styles - 3 Main Leadership Styles Explained. For this project our specialists have worked hard to create the amazing work and ideas you see here, and to come.

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Image from: https://culcparchand.wordpress.com/2016/09/07/leadership-and-management-styles/

Things like our floor plan, in store layout and new range could not happen without our buyers, designers and visual merchandisers. Here at FILA we appreciate each and every one of our team members and the roles that they work in. Other leadership styles such as autocratic and laissez-fair are used in different management circumstances and situations. For example within the visual merchandising team, they are managed through laissez fair, given the plan of work to do then given the time to do it and finally asked to regroup after the task or set time to ensure the work has been done well, understood and to see for any errors or if changes need to be made. We do not follow the autocratic method of leadership because we want everyone to feel understood and appreciated and to feel as though they have a say in the way their work is produced.


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Leaders love autonomy as it allows freedom in the workplace.

“What Is Autonomy in Management? - Definition & Examples� – lesson 25. A manager who grants an employee autonomy generally outlines the goal of a project but allows the employee to decide the best way to achieve that goal. This manager has the same level of interest in the outcome of the project as a manager who is more involved, but he or she simply chooses to let the employees work more independently. This relates greatly to the democratic style of leadership as FILA thrives when cultivating and inspiring others.

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Autonomy allows employees to feel trusted by management and it also allows them to work better as there are clear boundaries and a great understanding of what needs to be achieved between employer and employee. Autonomy and motivation go hand in hand as when one is given the freedom to do their work, they tend to be more motivated and excited about the job. Take our visual merchandisers for example, we give them a theme and the garments and they are given the freedom to create concepts in store that they believe will appeal to our customers and consumers. Doing this allows the store to relate more to what the public is interested in whilst allowing our VM specialists to produce their best work and be proud of it. Now autonomy, motivation and communication must all go hand in hand in order to have successful management a=-nd happy employees. “Communication is the act of conveying

meanings from one entity or group to another through the use of mutually understood signs, symbols, and semiotic rules� – Wikipedia. We aim to communicate important changes with everyone as son as we are aware of them. No one should be left in the dark within a work place as inclusion only makes us stronger. Communicating about what could be done better and weekly meetings about tasks and projects is what has allowed the plan of our pop up store to come together.

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FILA Europe (n.d.). FILA Campaign Template. [image] Available at: https://www.na-kd.com/en/campaigns [Accessed 1 Feb. 2019]. FILA (n.d.). ad on phone. [image] Available at: http:// thoughtoverdesign.com/project/fila [Accessed 1 Feb. 2019]. FILA (n.d.). Fila SS16: Black Line - image 1. [image] Available at: https://www.clashmusic.com/fashion/fila-ss16-black-line [Accessed 1 Feb. 2019]. FILA (n.d.). FILA UO Exclusive Adams Teddy Black Cross Body Bag. [image] Available at: https://www.urbanoutfitters.com/engb/shop/fila-uo-exclusive-adams-teddy-black-cross-body-bag?ca tegory=SEARCHRESULTS&color=001&type=DEFAULT [Accessed 1 Feb. 2019]. Fila (n.d.). Fila Vector Logo. [image] Available at: https:// seeklogo.com/vector-logo/304773/fila [Accessed 29 Jan. 2019]. FILA (n.d.). image 4. [image] Available at: http://www. area1202.com/fila-china/ [Accessed 1 Feb. 2019]. FILA (n.d.). IMAGE 4 FROM MAIN PAGE. [image] Available at: https://www.clashmusic.com/fashion/fila-reboot-magic-linecollection-with-too-hot-vintage [Accessed 1 Feb. 2019]. FILA (n.d.). IMAGE 8 FROM MAIN PAGE. [image] Available at: https://www.clashmusic.com/fashion/fila-reboot-magic-linecollection-with-too-hot-vintage [Accessed 1 Feb. 2019]. Flag of South Korea. (1950). [image] Available at: http:// flagpedia.net/south-korea [Accessed 29 Jan. 2019]. Italy (1946). Flag of Italy. [image] Available at: https:// en.wikipedia.org/wiki/Flag_of_Italy [Accessed 29 Jan. 2019]. KnowledgeBrief (n.d.). Pestel Analysis. [image] Available at: https://www.kbmanage.com/concept/pestel-analysis [Accessed 29 Jan. 2019].


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My final major project (FMP) has been something I have truly enjoyed yet struggled with. I gained new skills by teaching myself how to use InDesign as well as creating some work that I didn’t think was in my reach at my level of study. I have been passionate about my work this time around compared to previous assignments. When I was first informed about writing a statement of intent, I found it hard to come up with an idea that was good enough for FMP and that would get me the grade I wanted. In terms of my statement of intent, I did what I set out to do initially which I think is amazing because I wasn’t exactly sure how the project would turn out when I wrote it. The only things that didn’t go to plan were making physical boards for visual merchandising and the store location. As I detailed in my journal, I wanted to replace this with a 3D Google SketchUp store mock-up however, this didn’t go ahead either due to focus on more important parts of the project. I was really happy to be working on photoshop constantly because it is an application which I am very familiar with and love. I am disappointed that some of the things I had imagined doing haven’t been done as I had so many ideas of how I wanted specific things to look and be like how I would draw the shoe wall myself and scan it into Photoshop to make it exactly as I wanted. I am at fault for this not occurring but working and studying at the same time can be quite difficult especially when you’re at work more than you are at college. This was an obstacle I had to overcome by staying up late after work to finish off pieces of work and to keep work from piling up too close to the deadline. Even though some plans didn’t go forth, I still believe my work matches up to what I had imagined it to be from the start.

I believe my time management has been really good as I constantly completed work in bulk, and I created a checklist to ensure I never missed anything out. Strengths I am able to identify in my work are professional and realistic looking ads and images, use of InDesign and Photoshop, particularly my shopping back mock up and online adverts. I was definitely inspired by my love for digital marketing and Fendi. Also, the fact that they had used FILA to create a collection that was very edgy and new to the catwalk was really interesting for me. Just like they did this, to develop my project further a pitch to FILA about having a real UK pop up store would be amazing as it is truly something they have never done before, and I believe the idea of it realistically is very interesting and exciting. After completing my FMP I have now decided I may want to go into graphic design communication which I was never interested in before. I appreciated my tutor Denise advising me on how to do planogram and Paul reading through my retail environment sections with me because it allowed me to understand how I could better my work and have clearer information in my main body of work. Overall, I am really proud of my main body of work and I would love to do a project like this one again.


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