My reason for wanting to create a club experience is due to personally enjoying the nightlife as part of my own lifestyle. Together, the atmosphere of a club with the interior design to the lighting, music and liveliness is what makes it such an exciting time. Concerts have the same effect but in a greater way, which is why I desire to attend many worldwide festivals in the future. I have a love for art in many forms and believe this also includes the music that I listen to. It is a great way to connect or express an emotion, which you may not be able to communicate physically. Technology is another aspect that I, as with most people, use daily. I have these products, which I feel I could not manage without. My docking station for example is my most preferred device as it outputs music to a higher level, which stimulates motivation and feeling of contentment.
RETAIL EXPERIENCE YR Store Retail experience is a key way to engage the public, allowing them to feel more connected to the brand. Current examples that I have seen include a photo-booth located in Oxford Street’s Topshop flagship store. This is ideal for the popular use of selfies taken by people of all ages, globally. Another useful idea is allowing another brand to feature their products in store. YR-store are held by the MTV Staying Alive Foundation, giving customers and consumers the opportunity to select from a range of tshirt styles and designs to be printed onto them. Whether it’s a repeated pattern, logo or text - any of these options can then be printed immediately in store. The aim of this is to raise money and create awareness of HIV and AIDS.
BECCA DUDLEY
BLUEY ROBINSON
Map of the Topshop store. Promotional leaflets for the YR Store concession space. The public can personalize their own T-shirt designs to then be printed instantly. Promotional strategies are a way to lead above the competitors, keep existing customers and potentially attract new ones. This can be enforced through social media, events, competitions, product giveaways, exclusive offers, discounts and survey or general rewards.
TECHNOLOGY
VISUAL MERCHANDISING
3D
ARCHITECTURE
LIGHTING
SOUND
Strand Store in London. Own photographs of the interior layout, design, colour scheme, products and exterior window display.
REM D KOOLHAAS Creative Director and Co-founder of UNITED NUDE
The first product that was released by United Nude, is the ‘Mobius’ shoe in 2003. It is said that it had been inspired by a girl that broke Rem D Koolhaas’s heart. He said in an interview:
“A broken heart can put you in a real emotional state of mind and an emotional state of mind can trigger creativity. It was me, with a broken heart, that could design a beautiful shoe.”
BARCELONA CHAIR by Ludwig Mies Van Der Rohe
‘Möbius’
GALAHAD CLARK - Founder of UNITED NUDE
October 2014
FLAGSHIP STORES
AMSTERDAM
CONCEPTIAL
LONDON
ELEGANT
Other stores are located in York, Vienna, Guangzhou, Tokyo, Osaka, Tel Aviv, Seoul and Ljubljana.
NEW YORK
INNOVATIVE Pop-up store in Covent Garden, London.
MAPS OF WORLWIDE UN STORE LOCATIONS
LONDON AMSTERDAM NEW YORK VIENNA GUANGZHOU TOKYO OSAKA TEL AVIV SEOUL LJUBLJANA
IRIS VAN HERPEN & UNITED NUDE https://uk.pinterest.com/ pin/114841859221179261/
BIOPIRACY BOOT BLACK
BEYOND WILDERNESS
VOLTAGE HAUTE CHAUSSURE
FANG
CRYSTALLIZATION
THORN
CAPRIOLE
ESCAPISM COUTURE
SYNESTHESIA
Iris Van Herpen and United Nude have continually collaborated to produce extraordinary designs, all of which have been featured in Herpen’s Haute Couture shows.
http://www.irisvanherpen.com/
LADY GAGA On the 14th September 2012, Lady Gaga arrived at Macy’s in New York to launch her first fragrance entitled ‘FAME’. At the event, she wore a Haute Couture piece by Iris Van Herpen with shoes created by United Nude: ‘Rem D Koolhaas, Creative Director, United Nude: “We were invited to make a shoe for Lady Gaga’s new FAME perfume launch. Since we are fans, we thought we’d give it a try. They wanted the shoes to be as high as possible, so that’s what they got (over 12inches!). We came up with a few concepts, one of which was inspired by her own FAME campaign where she’s a naked giant and people are climbing on her. In the case of the shoes, we went for climbing gold men, and yes they are nude, United Nude.”’
NOVA SHOE
BLACK CHROMING
The ‘Nova’ shoe, created by Zaha Hadid for United Nude was launched at L’Eclaireur in paris.
SILVER CHROMING
ROSE GOLD
Mรถbius Concept
UN DESIGN CONCEPTS
Fold Concept
Eamz Concept
INSPIRATION
Lo Res Chair November 2011
Panton Chair Classic Verner Panton, 1959/1960
‘The chair comes in plain colors, in carbon fiber gloss and matt finishes and can be custom finished as per request. Each chair is a uniquely hand moulded and hand finished fibre-composite construction, forming a light and solid object. Retail prices start from $1650,- a chair.’
&
United Nude market some of their collaborations and sales with printed information on the exterior of the glass store windows. This is a fast way to communicate with passing footfall, allowing them to be informed before entering the store. Newly released or limited edition products can be found on plinths, displayed in the store window in an exhibition type manner.
BRAND ONION BRAND IN ACTION
BRAND PERSONALITY
BRAND VALUES
ESSENCE Women’s footwear, inspired by fashion and architecture.
Romantic inspiration. Combining shared vision and unique talents to create original, high quality and contemporary pieces.
Clarity. Conceptial, Elegant and Innovative Design. Flagship stores in three cities. Other stores located around the globe. Events. Collaborations with organisations and architectural/fashion designers.
CURRENT PROMOTIONAL ACTIVITY
CONTEMPORARY
GEOMETRIC
‘JACKY’ bootie EXTREMELY SUCCESSFUL - NOW INTRODUCING MORE COLOURS. PRICED AT £105.00
WOMEN’S PRICED AT £60 AND MEN’S £70
Lo Res Sandal GEOMETRIC HEEL
‘ABSTRACTIONS IN DESIGN’ AFFORDABLE
UNISEX PRODUCT Lo Res Earth
PRICE ARCHITECTURE
TOP PRICE PRODUCT LIMITED EDITION Nova Shoe Rose Gold £1,300.00 Also available in Silver Chroming and Black Chroming. PREMIUM PRICE PRODUCT Iris van Herpen X United Nude Synesthesia Black £750.00 Also available in Ivory. MID PRICE PRODUCT Rivet Hand Bag Stone £459.00 £349.00 Also availble in Black, Black + Gold (Same Prices) and Brown - £459.00 £255.00
LOWEST PRICE PRODUCT WOMEN UN Scarf Riz Blue £35.00
SWOT STRENGTHS: Strong visual aesthetic. Individual. Empowering. WEAKNESSES: Not all shoes are affordable enough for customers with
a lower budget.
OPPORTUNITIES: CLUB EXPERIENCE: In store event 3D PRINTING: Personalised shoe designs etc. COMPETITION: launched through a pop up shop iPad email entry by door - presented Social Media Guerrilla Marketing Shop-in-shops and retail concessions THREATS: Competing brands with more exposure and high sales.
4 P’S PRODUCT: Women’s architectural inspired footwear and accessories. PLACE: 40 stores selling United Nude products, with flagship stores
located in London, Amsterdam and New York.
PRICE: Prices range from £35 for the lowest product, up to £1300
‘Limited Edition’ products.
PROMOTION: Social Media is the strongest source of promotion. This
is due to recognition spreading at a fast pace, with potential customers browsing for something current, affordable and fashionable. Printed media such as high fashion spreads in I-D magazine feature shoes such as United Nude and Iris Van Herpen’s ‘The Biopiracy’ collection.
MARKET LEVEL
United Nude are positioned on the middle market level. Expensive footwear is due to the originality of the designs. Some styles however are of a more affordable price - These appear to be the practical trending pieces such as pumps, sandals, trainers and boots.
LO RES EARTH Metallic Silver Priced at £60 Also available in Black, Blossom and Metallic Snorkel.
Lo Res Lo - Black Priced at £75.00 Also available in Metallic Silver and High Red.
HIGHEST SALES OF WOMEN’S FOOTWEAR
Lo Res Sandal Burgundy + Black Priced at £105.00 Also available in Black, Metallic Silver + Black and High Red + Black
CONSUMER The type of consumer is unique and unafraid to make a statement, clearly expressed through the footwear that United Nude provide, alongside eccentric garments and accessories. Age range depends on the person but personally I think it would be early 20’s to late 30’s. Judging from photo’s of events held by the brand, guests include celebrities, bloggers, friend’s of the store employees and fashion related workers.
‘Kim Kardashian in Tribeca wearing the Iris van Herpen X United Nude shoes for AW10’
‘For our #TBT today we have chosen the beautiful Elizabeth Banks as #EffieTrinket in The Hunger Games: Catching Fire in the outstanding Iris van Herpen x United Nude Fang Shoes’
SOCIAL MEDIA
United Nude are members of five social media sites. These include; Facebook, Pinterest, Twitter, Instagram and Weibo. Social media is an important way for the brand to keep customers and consumers informed of current company updates on upcoming products, events and opportunities.
SOUNDCLOUD
TUMBLR
COMPETITOR
The competitor of United Nude is London based luxury designer Kat Maconie, who produces unusually designed women’s footwear with a contemporary style. Shoe prices extend to £600, which in comparison to UN is not as steep but the originality of the designs is what relates to the brand. The geometric and edgy styles along with the sophisticated block heels cater to the statement provoking wearer as well as the formal and sleek working woman. The AW13 and AW14 collections feature boots, heels and sandals.
SOCIAL MEDIA Kat Maconie has social media accounts for potential customers and consumers to follow so that they can find out in depth information about her biography, through her website or to find products online that may be seen worn by a celebrity or featured in a magazine.
BRAND POSITIONING MAP HIGH FASHIONABILITY - STRONG INTERPRETATION OF FASHION TRENDS
UNITED NUDE
KAT MACONIE
LOW PRICE
FASHIONABILITY - STRONG INTERPRETATION OF FASHION TRENDS LOW
HIGH PRICE
GOLD
LO RES CHROME
SILVER
NEW PRODUCT LAUNCH IDEAS CLUB EXPERIENCE: In store event 3D PRINTING: Personalised shoe designs etc. COMPETITION: launched through a pop up shop iPad email entry by door – presented by sales assistants Social Media Guerrilla Marketing Shop-in-shops and retail concessions
Idea: Photographs of capital cities from around the world. Consumers can select their favourite locations and create designs from them. Competition open for customers to then have their design featured in store.
SKETCHUP
The first step of using Sketchup is to create a template based on what you are creating, whether it’s an object, product, interior or exterior. Following the first tutorial introduced me to the basic tools, view and navigation.
SKETCHUP
Following on from the beginning step, I constructed a simple house exterior. This allowed me to add depth using the ‘Push/Pull’ tool and learn about inference points which help to indicate when you are ‘On edge’, at the ‘Mid point’ and ‘End point’ of a line.
SKETCHUP
Moving on from the simple house exterior, I produced another with more details, which has resulted in a realistic representation of a basic house. This step was to learn about measurements, accuracy, drawing tips and using the ‘Off-set’ and ‘Follow me’ tools.
SKETCHUP
After learning the required designing to find and select addition of black, with an element of apply after adding can be resolved so
Sketchup tools and techniques, I created an interior living room. This the basic room, applying simple colours and using the ‘3D Warehouse’ furnishings. I used a simple colour scheme of white and mint with the chrome and light details. The overall theme is contemporary and sleek calmness. Unfortunately, creating the flooring effect did not seem to the furnishing, which means I need to figure out a way that this issue that the overall look is complete.
SKETCHUP
For this step, I constructed a hallway table and learned about the relevance of using ‘Groups’ and ‘Components’ to organise various parts of the model. I found this particular process to be complicated due to working with a number of separate pieces and flipping the table legs so that they become reversed, resulting in a sturdy and symmetrical piece of furniture.
FINAL PRODUCT DESIGN COMPETITION & EVENT
This is my final outcome idea of a competition held by United Nude, in which people can design their own footwear. The winning designer will have their final product showcased in-store and online. They can enter by submitting ideas through social media sites such as Facebook, Twitter, Instagram and Pinterest. For further details, they can also visit the website on ‘UNITEDNUDE.COM/UN3DPRINT.’ To support the competition and success of the winner, an event can take place at one of the London flagship stores, with the final winning product displayed to the winner’s friends and family, with an online live stream for people to watch. Benefits of launching this idea is so that the brand can gain more recognition through entries on social media. They could also find potentially creative designers that could work for the brand for a limited time or have the opportunity to sell their product online as a limited edition item.