365 Brand Brochure

lifestyle agency

.

365

contents I.

The Business Plan

II.

Client Recommendations

III.

Re:Purpose Workshop

IV.

Visual Merchandising & Store Design

V.

Online Presence

1

The 365

business plan

abOUT This business plan has been created to detail the background, services, products, marketing and promotion of the 365 agency. It offers vital information about the operation and production of the brand.

aim The aim of the business plan is to provide an insight into 365, sections invite the reader to learn about the business, from research to findings, structure of the company, brand aims and values.

business summary 365 is an agency providing a service to high-street clients and their customers.

The concept for the business is based on the practice of renewing essentials in the wardrobe, instead of repurchasing and over consuming.

The business provides customers with an alternative and sustainable way of consuming, through purchasing better quality long lasting clothing, and reducing the need for repurchase.

The business offers a solution to overconsumption of fashion, and shall operate a service where the shopper can swap any piece of clothing up to 6 times a year, which shall keep wardrobes fresh without the need for dispose of reusable goods.

The target audience for 365 is females aged 21-24, with disposable income who shop for comfort and quality. Although, the business focus’ on educating those not aware of their impacts, the conscious customer is another consumer group which is targeted through marketing and promotion.

The name 365 represents the main aspect of the business, which is the renewal service open for exactly one year. Giving every customer a realistic opportunity to wear in each item they purchase.

BUSINESS AIMS To provide a solution to the overconsumption issue of wardrobing. To work towards the prevention and reduction of fashion waste.

To educate high-street retailers and their consumers on overconsumption.

PRODUCTS & SERVICES The products sold will be clothing.

365 offers a service to fashion retailers, helping them prevent wardrobing and operate more sustainable businesses. The products sold at 365 will be essentials which make up the base for every wardrobe. Plain clothing items in basic colours such as black, white, and grey, created with the finest quality ethically sourced materials, designed for longevity.

365 offers a service to bring good quality essentials to customers as well as educating them about their consumption and how to reduce the amount they own without the need for disposal. A service is also provided for fashion retailers to give a clear, realistic understanding of wardrobing and how it can be avoided.

HOW DOES THE BRAND DIFFERENTIATE FROM ITS COMPETITORS? By operating one stand-alone store, without online purchasing it shall draw attention to the exclusivity of the brand, created and generated for the Southampton based female to reduce their overconsumption, this business model will differentiate 365’s concept from others.

WHAT ARE THE BENEFITS OF THE PRODUCTS SOLD? 365 offers many attractive benefits, the greatest advantage of purchasing from the brand is the opportunity to renew without additional payment or strict terms and conditions. Unlike other stores, 365 operates a reuse and repair centre, therefore if at any time, even after a year an item purchased from the store, it can be repaired and reused for free. Other benefits include community space on the 365 app, as well as sections for trading, buying and selling 365 merchandise.

WHAT IS THE BRAND STORY? 365 was founded to stop overconsumption when possible. With the new “in” trend of wardrobing on the rise, retailers are not knowledgeable amount this craze and do not have strict enough policies in place to prevent this. After having seen the devastating impacts caused by over purchase and disposal, it was evident something needed to be put in place to stop this. Preventing and reducing fashion waste has so many benefits, though none have been educated about the opportunities possible, this is where 365 fits perfectly within the over-saturated market of retailers trying to sell poor quality products for discounted prices.

HOW DOES THE LOGO AND BRAND COLOURS CONVEY WHAT THE BRAND STANDS FOR? The 365 logo echoes simplicity, to fit with the theme of the brand the logo is displayed in a clear font which works in a handful of colours if needed, and a full stop to add emphasis to the year only renew service. The brand colours, similarly to the logo offers a clear and neutral feel, colours used often reiterate the colours of products sold.

braNd message &Unique selling point

At 365 we understand how difficult it can be to make your clothes last, therefore once you have worn your garment out, bring it back to us: repair it then reuse it or renew it for something different.

WHAT KIND OF EXPERIENCE WILL CUSTOMERS HAVE?

Customer experience is vital, especially as this concept is new to the market. As there is only one store, so it is so important customers have a memorable experience. In store, there will be staff available to explain how the brand operates, there shall be a number of activities running, the workshop space will be available for customers to use and the app will guarantee an out of store experience too.

WHAT WORDS SHALL PROMOTE THE BRAND AND ENCOURAGE PEOPLE TO ASSOCIATE WITH? Renew, reuse, repair, recycle and longevity.

UNIQUE SELLING POINT

365’s USP is the prevention and reduction of wardrobing, which allows the customer to wear an item as much or as little as they want and if they feel like it, they renew it for a new version or for something totally different, without a joining or subscription fee. This is guilt free consumption.

The market WHO ARE THE CUSTOMERS: Fashion retailers who wish to operate sustainability Females aged 21-24 Consumers of selected clients THE TYPICAL CUSTOMER: 365 targets the specific group of females aged 21 to 24. Interested in fashion and well being, influenced by Instagram style pages and their friends, this audience has a healthy amount of disposable income. While this business concentrations on sustainability and reducing consumption, the consumer may not have any particular concern for these topics, which is not negative factor, it has been said that the apparel resale industry is expected to double by 2021, with 75% of purchases motivated by environmental concerns; this indicates the requirement for this concept within the market, not only to prevent and reduce fashion waste but to educate about its impacts too. (Forer, 2017) The typical business, client of 365 is a fashion retailer, trying to operate as sustainable as possible, may already have actions in place striving towards a greener company.

The client would typically operate on the high-street or online, they have signed the Global Fashion Agenda’s call to transition to a circular fashion system, committed to increasing sustainable design, garment collection, re purposing and the use of recycled textiles by 2020. (Hargove, 2018)

A TYPICAL CUSTOMER PROFILE: Paige is a 22 year old female, studying law and living in Southampton. She works at Wetherspoon’s, shops at Primark and Asos. Has no interest in sustainability.

Mimi is a 22 year old female, she has recently graduated with a 2:1 in fashion styling. She is the manager at Fat Face in Southampton, she is interested and motivated by sustainability, she often volunteers at beach clean ups.

CUSTOMER BASE As 365 promotes against fast fashion, it would not be sustainable to operate multiple stores. The business to start is aimed at Southampton based females, launching in Southampton shall allow extra exposure to others out of the target audience.

WHAT PROMPTS THE CUSTOMER TO BUY THE PRODUCT/ SERVICE? Offering a unique and original strategy to an over saturated market, were both the retailer and consumer will benefit. The option to return after wear; is popular amongst the target customer.

Offering both a product and service, allows the business to grow in multiple areas. The clients of 365 are pledging to become more sustainable, the service provided will make that journey quicker and easier, tackling factors they aren’t greatly knowledgeable about.

WHAT FACTORS HELP THE CUSTOMERS CHOOSE WHICH BUSINESS TO BUY FROM? The quality of material used to produce products at 365 are long lasting, allowing customers to purchase goods less often.

The wear and return option is the greatest influential factor, this unique selling point shall attract not only the target audience.

The business operates as a sustainable, eco-friendly and vegan brand. Even for those who are not interested in becoming more fashion conscious. Unlike other fashion retailers, 365 provides support and guidance on how to look after merchandise. A forever guide is available to every customer no matter what and when they purchase.

market research KEY FINDINGS FROM SECONDARY RESEARCH: Research from secondary sources indicate that this concept is missing from the current market. Although some brands are currently operating similar models, these businesses often use a rental service which comes with large price tags and no ownership.

The statistics of wardrobing are overwhelming, 1 in 6 women admit to purchasing an item of clothing, wearing it, and then returning it for a full refund. (Buchanan, 2013) Fashion retailers suffered 6.4 billion pounds in losses in 2012 due to unsellable, gently used and returned merchandise. (BOF, 2013) At current, there are no fashion brands which run to reduce wardrobing.

Patagonia and Mud Jeans were studied to gain an insight into their business models. Patagonia founded in 1973, continuously tries to keep their garments in action for as long as possible, they offer a repair service in pop-up form and provide customers with ways to recycle when their items are beyond repair. Mud Jeans a circular denim brand, running a guilt free consumption service called ‘Lease A Jeans’, which allows shoppers to pay monthly for their trousers and swap them for a new pair once they are done. Similarly, to 365; Mud offers a renewal of products but the service provided, means the customer never owns the items they are wearing and there are subscription and joining fees. This circular fashion brand operates a successful business model for expensive denim but 365 works more effectively for the customer, allowing each individual to own all the products purchased with the option to renew if they see fit.

Secondary research brought attention to a brand set up to help shoppers buy once or reduce the amount of repurchase. Buy Me Once, founded by Tara Button in 2016; is a platform curated with a selection of goods that hold lifetime guarantee or free repairs. This website is designed to help customers only buy things once. A creative and efficient source for conscious consumption.

Looking to the high-street, many brands now offer recycling services, such as: H&M and M&S. Both businesses encourage customers to recycle their clothing from any brand, H&M has gathered a total of more than 55,000 tonnes of garments since 2013. M&S work with Oxfam in a partnership to reuse, recycle and resell everything into something new. If brands like H&M and M&S operated a renewal service with selected lines this would reduce the amount of waste produced by these high-street retailers.

Closely related to 365, subscription services are on the rise. WGSN recently produced a report titled: Buy and Borrow: The next ownership mix. Which discusses the rise in the sharing economy and Westfield has calculated the fashion retail rental economy in the UK could be worth £923 million in the future. Though 365 promotes and operates a sharing economy, the products sold are owned by each individual, giving them the opportunity to decide whether or not they would like to renew.

Often with rental services, the retailer will offer 3-5 garments per order, for a monthly fee which may not be a real representation of cost for each item.

KEY FINDINGS FROM PRIMARY RESEARCH – CUSTOMER QUESTIONNAIRES: In a questionnaire about conscious fashion, answered by females aged 21-24; based in Southampton. It was identified that the target audience do not purchase goods; based on company values or sustainability. 70% of participants said they are only conscious about what and where they are purchasing sometimes.

54% said they are not conscious about their fashion consumption, indicating they are not aware of the impacts caused by their buying behaviour. The overall majority said the driving factor for purchase is cost and comfort, with over half commenting they purchase their essentials from Primark. Being unaware of the effects of consumption would lead to shopping at stores like Primark. It’s not a surprise to see the driving factor for clothing sales is price. Amongst the target audience there is a larger volume of disposable income, allowing the amount spent on clothes to be slightly more but only if the product is excellent value for money. To attract customers to 365 and away from Primark, the business will keep the price of items as low as possible, with the incentive for renewal.

KEY FINDINGS FROM PRIMARY RESEARCH – INTERVIEW An interview with Bert Van Son, owner and CEO of Mud Jeans.

Conducted to extract information on their circular business model. At Mud Jeans, they do not just want to make sustainable jeans but they aim to close the loop in jeans production. Mud repair and recycle all of their jeans, built for sustainability on the grounds of a circular economy. An interesting statistic given

by Bert, 80% of customers whether using the lease a jeans service or paid for in full, send their jeans back after use. With a high percentage like this, it is obvious consumers utilise their opportunity to return goods, even when they are not receiving anything in return. 365 holds strong motivations for the consumer to return used merchandise, so the business would be looking at a 90% renew figure. Similarity to 365, Mud Jeans only use returned merchandise to produce new. When asked about his concerns for the business, Bert detailed how the price of recycled cotton continues to increase, which means if the brand wants to use that material the cost of a pair of jeans will increase.

KEY FINDINGS FROM PRIMARY RESEARCH – FOCUS GROUP: The focus group of Southampton based females aged 21-24, displayed only 50% of participants were aware of the negative impacts caused by their buying behaviour. This alone is a large percentage of individuals, showcasing the importance of this concept. When buying clothing price, quality and comfort are driving factors and brand representation, convenience and style are least important. Within the focus group, it was discovered that Primark, New look and Zara are the go-to brands for everyday essentials, with Next, Asos and River Island being less popular choices. This method of primary research uncovered: the target audience buy basics more often than expected, changing them every few months, closely followed by every six months, this therefore supports the choice of up to six renewals per year per item.

Marketing strategy HOW WILL IT BE PROMOTED AND MARKETED?

Social Media The 365 App Co-branding and Affinity Marketing - Magazine features WHY THIS MARKETING METHOD?

As a sustainable business, it would not be appropriate to use traditional marketing, such as posters, leaflets and tours. Instead, 365 uses popular social media channel Instagram (used mostly amongst the target audience) to connect and engage with the desired consumer.

Communications will also operate from the social media platform and the app will have a chat/help section, Mintel’s talking shop trend reveals messaging on social accounts is a direct way to communicate with shoppers. 41% of UK customers said they would be interested in using an instant messaging app to contact a brand.

As social marketing will be the only form of promotion for 365. The brand shall feature in magazines targeted at the same audience. TRND magazine is a trend-forecasting sustainable focused magazine for students and recent graduates, this is a large portion of 365’s target customer, therefore being included within the magazine will draw attention to the brand’s website and social media.

SwOT analysis Strengths Unique, Gap in the market, Offers a solution, on and offline advertising, an in store and post-purchase experience, consumer relationships, shopper activities, workshops, community.

Weaknesses Niche, geographic courage, complex renewal service, not a part of the circular economy.

Opportunities Work with a variety of clients, improve the operation of existing fashion retailers, mobile platform (app), change in shoppers consumption.

THREATS Economic uncertainty, growing competition in renting and subscription models.

NAME

LOCATION

PRODUCT/ SERVICE

competitors

PRICE

Crossroads

Zarrel

Lena Library

US

Malaysia

Netherlands

Both. Clothing stores which resell used merchandise.

Trade in service, customers sell in-style, on-trend clothing for cash or trade credit.

Fashion subscription service. Customer can select up to 9 pieces from the website and 3 items will be delivered the other 6 are changeable at any time.

Fashion rental service. Items can be exchanged infinitely for a fixed price per month, when and as often as the shopper wants.

Recurring subscription fee, if the shopper would like to keep an item it is billed as a separate item for the price displayed online.

Fixed amount p/m. 4 different subscription options: zero, small, medium and large. Starting at 10 euros to 50 euros.

Varies

STRENGTHS

Variety of products, multiple stores in the US, active blog, clear and easy to use website, strong online presence.

Using technology to transform fashion retail, ready to wear, good quality imagery, active social channels.

Variety of products, variety of subscription services, clear and easy to follow instructions, visual and effective website, great company values, guilt-free shopping.

WEAKNESSES

Only operates in the US, small percentage of profitable amount when trading in items or cash or credit.

Only operates in Malaysia, limited sizing, limited styles, constant use of delivery services.

Only operates in the Netherlands, little funding, small team.

touchpoints PRE-PURCHASE ADVERTISING 365 will only advertise online and through cobranding being featured in magazines.

365 will operate an Instagram page filled with inspiration, snaps from photo shoots, behind the scenes features, advice, tips and hints.

PROMOTION 365 won’t offer any discounts for money off products but will use incentives such as a loyalty scheme for repeat custom. 365 won’t be involved in retail sale events such as black Friday and boxing day sales, the products sold are of good quality and the price of each item will be carefully selected, as a waste prevention agency, the brand will not partake in wasteful promotions such as flash sales.

PUBLIC RELATIONS 365 will operate an app and Instagram page. Both will be used for communications with the brand with contact/help sections on both platforms and the direct messaging option on Instagram will also be used to answer questions and offer advice. The app will also encourage interaction with the customer.

PURCHASE As 365 will only operate one store it shall be easy to manage sales and service. There shall be a handful of assistants in store at all times so if there are any problems, a customer can’t find what they are looking for or has any questions the assistants are there to help.

The Instagram page will offer inspiration and style guides on how to pair different items.

There is a help section for any issues with the app, which connects to someone in store, therefore the customer will receive accurate information.

POST-PURCHASE 365 packaging will all promote multiple use and embody the longevity of products encouraged by the brand. Ditto hangers will be used within store and are 100% recyclable, they are heavy duty and can hold up to 20lbs, the hangers are decomposable, biodegradable and moisture resistant. The hangers fold into handy square boxes which can be used for storage, planting or decoration after purchase. Jute bags are used as shopping bags at 365, they are made from tough natural fibre which makes them heavyduty, the material is also biodegradable. The bags are oversized and are advised to be reused as food shopping bags, due to their durability and sections within, they are great for weighty products. The bags come with a variety of different lengths strips, which are optional when purchasing, this means the bag is best suited to the consumer’s need post purchase. Seed paper product tags will be used, they are made from wildflower seeds and are 100% recycled material. The seed tags are a memorable way to showcase green products, once the customer has purchased an item, the tag can be removed and planted which will then grow into a garden plant within 1-3 weeks.

At 365, there isn’t a return policy as all items can be renewed for another, this prevents overconsumption and reduces waste from products being disposed.

365 will run a loyalty scheme for repeat custom, every 3rd time the same individual purchases an item they will be entered into a three-monthly competition, the prize will be other sustainable products such as beauty gifts, stationary or home-ware supplied by similar brands local to Southampton.

extended seven 7P's PRODUCT 365 will sell a variety of everyday garments for women: t-shirts, vests, trousers, dresses, jumpers, jumper dresses and jackets. All items will be available in at least 2 colours and 5 sizes( XS, S, M, L & XL). 365 does work to trends as the items sold are wardrobe essentials. 365 will look to create a menswear collection in the future but this shall be dependent on the success of the concept. All products will be manufactured in the UK and support British manufacturing. By working with suppliers directly, 365 can ensure transparency in its entire production process.

The brand tracks CO2 emissions from all products, eliminating them where possible. By sourcing locally, using sustainable and dead stock fabrics, accounting for energy across every stage of design and production, the garments produced have little or no carbon footprints. 365 uses minimise resources and prevents unnecessary waste. No animals are harmed in the production of any garments made by 365.

PRICE The price of products at 365 will be in-budget and accurate for the style of item.

For example: trousers, jackets and jumpers will be more expensive than t-shirts and vests. As there is not an online selling platform, there shall not be any delivery charges and due to the location of the store no car park charges will apply. All prices reflect the quality and production of each item.

365 will work alongside London Pattern Bureau an ethical fashion design studio, helping designers and start-up labels bring their ideas to life by offering complete sketch to sample prototyping service. They specialise in womenswear, represent a local textile warehouse, can source high-quality and affordable fabrics. The price is consistent for all size and colour variations.

T-shirt 10 GBP (3 colours – white, black, grey) Vest 8 GBP (6 colours – white, black, grey, camel, navy, khaki) Straight leg trouser 20 GBP (2 colours – black, navy) Cropped trouser 20 GBP (2 colours – black, navy) Skinny trouser 20 GBP (2 colours – black, navy) Spring dress 15 GBP (3 colours – white, grey, camel) Jumper dress 15 GBP (3 colours – white, black, grey) Jumper 20 GBP (4 colours – white, black, grey, navy) Denim jacket 30 GBP (2 colours – denim, black) PLACE 365 will only operate one store, this shall be in Southampton’s city high street with accessibility for surroundings towns. The location has been chosen for public transport links and easy access on foot, this reduces the need for cars and encourages greener transportation.

According to the population pyramid for Southampton, the population of females aged 20-24 is the largest demographic of the city, therefore supporting the operation of a stand-alone store in the area for the launch of the concept.

PROMOTION 365 will self-promote using social media and the app. The main promotion tool will be Instagram as this account will become an outlet of inspiration and engagement. As the target audience are very tech-savvy it supports the concept of paperless marketing.

PEOPLE 365 employees will be the desired target customer living a conscious lifestyle. 365 representatives will need to have a real understanding of the effects caused by overconsumption in the industry, and have a genuine concern for the matter, this will therefore create a team of like minded individuals who can offer personal and in-depth information about sustainability practices. It is important staff make a lasting impression on each customer, so they will trained to the highest standard and they will be knowledgeable of every product sold. 365 is not an up selling environment, assistants will be there if required but will not be jumping at the chance of a sale.

PHYSICAL EVIDENCE 365 showcase a simple yet engaging store design, with select areas allowing customers to get involved with activities and reuse their previous purchases. All additional resources such as tags, hangers and bags are 100% reusable and biodegradable. 365 will use LED lighting and sensors to save energy. The store will operate as paperless so all receipts, letters and promotions will be communicated through the app and Instagram.

PROCESS The process at 365 is consumer focused, leaving it up to the shopper to look around, ask questions if required and ask for assistance when necessary instead of promoting every product, giving them too much information and putting them under pressure. Assistants are positioned strategically around the store so they are easy to find, giving them their own sections to keep in order and clean. To break the awkward barrier between customer and cashier, there are no tills within the store and all purchases will be made through mobile phones using the app.

2

client

recommendations

abOUT This client recommendations pack provides information to help prevent wardrobing and reduce fashion waste. This pack will be received by select clients who are looking for alternative methods in the movement towards a circular business model.

aim The aim of this pack is to offer fashion retailers advice and guidance about wardrobing. The pack provides suggestions and examples from the agency, which if adopted by retailers can be effective to stop overconsumption by consumers and lead brands into a greener operation.

purpose WHY? As the rise in wardrobing continues, 365 is able to provide the appropriate support needed to guide your brand into a brighter, more sustainable future.

365 conduct thorough research into your brand, highlighting areas which require improvement. The prevention advice and recommendations are generalised to allow easy reading, but more in depth information shall be discussed upon a visit to the agency.

Our main purpose is to help you, help yourself sustain your business, with people and the environment at it’s heart.

WHAT CAN THE 365 AGENCY CAN DO FOR YOU? Our experts encourage building strong relationships with consumers, a connection with shoppers, allows input from those who purchase your products. In addition, providing your customers with support and guidance on their purchases, decreases the possibility of wardrobing and overconsumption.

prevention At 365, we believe to prevent wardrobing you must understand how it works.

Wardrobing is a term used to describe fraudulent activity by consumers within fashion retailers. As you are already aware, returned merchandise can be difficult to resell or reuse, which costs companies increasing amounts of money each year.

To prevent this activity, 365 provides recommendations to equipped you with the skills and knowledge required, to help you help your customers get their purchase right the first time, so there is no need for returns.

The main aspect we promote is knowledge of your products.

Garments should be labelled with substantial information.

Tags could detail: what material the garment is it made from, where it has been made, what other colours it pairs well with, what other items could it be worn with, and how the garment fits, is it tight, stretchy or oversized. Providing this information, especially if you operate online gives potential consumers the information they require.

Categorising your products is important. By putting together full outfits, made up of minimal pieces, showcases to your shopper what options they have once purchased.

Educate employees about colour and style combinations.

If staff are available to offer guidance on individual pieces whilst providing styling tips, customers are more likely to only purchase what they know will work together, reducing the need for return. Some customers are more confident than others, make your services visible so the shopper knows exactly where to find an appropriate member of staff when required.

You are probably thinking this sounds easy, and that’s because it is. All of the prevention techniques provided, are probably possible with minimal effort, but these small changes will have a great impact when it comes to preventing overconsumption.

recommendations

Don’t we all dream of a world were everything is perfect, and we never have to return anything? Us too. Though, we understand that sometimes that is not possible.

Often customers do not try on garments before purchasing, but this is something simple but highly recommend at 365. When a shopper brings their items to the till, ask them whether they have used your available facilities (changing rooms), if they answer no, ask them why that may be.

This a beneficial way to receive feedback, their reasons maybe due to a store fault or something which can be easily changed. The lighting may be unflattering, the queue may be too long or because they are repeat purchasing, either or it is vital to encourage shoppers to try before they buy.

Shopping online can be difficult, as there is not usually a try before you buy option. Though, in recent months Klarna a payment solution company has teamed up with many online retailers to provide a similar service through their pay later scheme. This is a clever waste free operation technique to reduce overconsumption, and we recommend all online only brands to sign up, now!

A strict, clearer returns policy. This must state and be visible to customers: that returned merchandise has to be in a resellable condition. Staff at the tills, should be checking over every item before it’s sold, any imperfections or faults must be advised to the shopper and written on any proof of

purchase. Online, the description of every product must state it’s condition. Therefore, if someone tries to return something because of a mark which was not stated on the receipt then you as a retailer are in your right to refuse a return of cost.

As a retailer not only are you responsible for the sale and resale of items but for the products post-purchase. To insure your customers are not disposing of any merchandise, we recommend an incentive to encourage shoppers to return their clothing, even after it has been worn. At 365, we pride ourselves of offering customers the luxury of wear and return, but as an existing retailer we understand not every business can operate this model. Therefore, promoting a discount or opening a loyalty scheme can prevent customers from disposing of their products and extending their longevity. As a fashion retailer, you should not donate returned merchandise but reinvent it. Another recommendation, is to sell the used returned merchandise.

Understandably not everything can be resold but those pieces can be reworked. Dedicate a section of space in store and/or online to worn and reworked items, sell them at discounted prices based on their condition, and promote these items when customers go to checkout with new versions of stock you have available.

examples

As we work with returned merchandise, we wanted to share what we do with our customers. We operate workshops which take place once a week, displaying a different theme each time. Customers can use garments we provide which have been renewed or they can bring something of their own. The aim of our workshops is to showcase the renewal practice within the agency, we use this time and space to educate participants about alternatives to disposal and detail the importance of slower consumption. After the workshop, we send out a PDF booklet, this includes: step by step guides on how to carry out no-sew up cycling techniques and information on how to look after garments, to help them last longer. Holding our workshops in store, encourages customers to get involved. Adopting something similar into your store, will interest and engage your audience, allowing them to see how you operate will also allow you to showcase your transparently.

We operate as clean as possible, at 365 we use LED lighting to conserve energy and motion sensors so we can keep lights and taps off when they aren’t needed. Our agency is paperless, so all communicates are done digitally, receipts are available on our app and tags are made with recycled seed paper, which when planted, flower into a little something for the garden. Our shopping bags are made from Jute material which is sturdy and reusable, the fabric is also biodegradable. Our consumers have the option of strap size and length so their bag meets their requirements. Our hangers are recyclable and can be re purposed into a small boxes, used for storage, planting or decoration post-purchase.

3

The re:purpose

workshop

abOUT This workshop has been created in order to showcase the practice of the renewal service at 365. The event is aimed at the target audience of the agency: females aged 21-24, based in Southampton. Re:Purpose shall consist of two no sew activities and educate the importance of slower consumption.

aim The aim of the workshop is to educate the audience about the alternatives to throwing their clothes away. It will detail many opportunities and possibilities through re purposing what the participants already own, providing knowledge of most no sew techniques.

inspiration

Consumers often have little to no knowledge of the effects of their buying behaviour. As the target customers for 365 are both conscious and none conscious it is important to provide support to educate the shopper. The workshop offers many different techniques which can be mirrored at home and or be completed quickly. Only 10% of women aged 16-24 currently prioritise sustainable clothing when purchasing fashion but the inspiration between the workshop aims to change that.

design

As the workshop was created to mirror the process of 365’s reusing practice, it needed to keep in the theme of the agency: renew. At the workshop it was important that with the space provided, the look and feel of the room echoed what the agency does. The clutter was hidden behind folded tables and screens, extra chairs were stacked and moved into rows, the sitting area was positioned with tables and in view of the projector. Healthy refreshments were provided, brought with minimal plastic packaging and all recycled after use.

promotion

As the workshop was invite only, 365 choose not to put out any promotion material. During the event, the hashtag ‘re:purpose’ was used across all social media channels to share with others what was happening. The participants social following would be similar in age, likely to be within the target audience of 365, which provides more exposure for the agency.

audience

In a survey conducted about the consumption of basic clothing, most 21-24 year old females said they repurchase their basics every FEW months. The need and desire to constantly add to their wardrobe indicates the importance of educating the target consumer and improving the knowledge of their buying behaviour. Choosing the same target audience of the agency, aims to promote the methods used to re purpose not only for clothing, but for home and lifestyle items also.

Though aimed at graduates, the workshop needed to be held outside the university, so it was separate and not seen as a lecture style session. Re:So the boutique which sells: fashion, art, publications and more; targets a similar audience to the agency.

Holding the workshop at Re:So had benefits for both the store and participants, it would increase custom and attendees would have the opportunity to explore the brand further.

event page As the workshop was invite only, instead of creating an Eventbrite or emailing invitations, and wanting to know the exact number of participants in advance a Facebook event page was generated. This platform was the best for hosting an event as the creator can see when everyone has seen the invitation and there are three clear options: going, maybe and not going.

There is space to add notes and upload comments.

repurposing glass & metal

To make the space of the workshop similar to the agency, re purposing household items created a way to display other means of reuse and renewal.

Crafting vases out of used jars, candles and tin cans, is a simple and easy re purpose method, which can be done at any home, this particular technique will help reduce the amount of waste each consumer produces.

repurosing pillows

In order to save money and materials, instead in purchasing cushions so the garments provided at the workshop could be used to make covers. Used pillows were cut and spilt into 4, then pastiche up into small rectangle cushions. Though, this method of reuse was timely it showcases another technique of re purposing.

repurosing techniques NO SEW CUSHION COVER Using a t-shirt or polo shirt on a flat surface, place the cushion onto the shirt and check there is at least 3cm width surrounding the cushion. Cut the shirt around the cushion leaving a border of at least 3cm. Using the material from the shirt, cut all four corners off roughly 3cm x 3cm. Using sharp fabric scissors cut roughly 30, 1cm wide tassels on all sides of the rectangle material. Once completed, place the cushion between the two pieces of material and start tying the tassels together, one from the front and one from the back, work around the cushion.

CHOKER STYLE TOP OR JUMPER Using a top or jumper on flat surface, fold the garment in half (length ways), then take a ruler just under the neckline (collar) and draw a line roughly 10/15cm depending on the desired gap size. Open the garment and draw a line on the other side of the fabric, check the lines match up and using sharp fabric scissors cut out the marked-out space.

WRAP TOP OR VEST Using either a vest or t-shirt, place the garment front facing down and from the bottom upwards cut out 3/4 of the back, then turn the garment onto its back, and using a ruler, cut downwards from the centre of the neckline to the bottom hem. Place garment onto a mannequin, using the two front sections to wrap around and tie together at the back.

workshop video

As the aim of the workshop was to educate the target audience about their consumption and provide waste reduction advice. A 30 minute video was created to show the harsh impacts of the fashion industry, on the world. The video consisted of 11 short clips taken from debate sites, news outlets and documentaries. The video was used to shock participants of their behaviour and display how they can do something to help.

re:pUrpOse On social

swot feedback

Professional, Intimate experience, Personal, Creative, Space WEAKNESSES

Turnout, Time, Organisation, Promotion, Event page

OPPORTUNITIES Series of workshops, Future events at Re:So, Word of mouth communication, Brand awareness promotion THREATS

Other events or workshops, Re:So holding independent events, Upcycling/ recycling campaigns

ADDITIONAL FEEDBACK: INFORMATIVE, INTERESTING, FUN & MORE PATTERNED FABRIC.

AFTER TODAY DO YOU FEEL MORE AWARE ABOUT ISSUES CONCERNING SUSTAINABILITY AND THE FASHION INDUSTRY? 100% OF PARTICIPANTS ANSWERED YES

HOW LIKELY ARE YOU TO USE THE UPCYCLING TECHNIQUES YOU WERE SHOWN IN THE WORKSHOP? 1 BEING DEFINITELY NOT AND 10 BEING CAN’T WAIT TO TRY THE METHODS AGAIN. 66.6% CIRCLED 10, AND 33.4% CHOSE 6.

DID YOU LEARN SOMETHING NEW TODAY? 100% OF PARTICIPANTS TICKED YES

STRENGTHS

future at re:so Feedback from Re:So displayed how impressed they were with the organisation and professionalism of the event. The Re:So manager, was interested in holding future events at the store and explained how they could be held through the agency. With feedback from Re:So, the Re:purpose workshop could become a series of events, showcasing different issues and educating a variety of techniques. This could also be used as a promotional tool to create brand awareness about 365. The workshops could be opened to new audiences and could even become a loyalty reward scheme for the store, in the future.

follow up Following the workshop, a promotion pack was sent out via email to all participants.

The aim of the booklet was to highlight the affects of fashion waste and to offer further guides on re purposing garments.

Looking after clothes post-purchase is vital to make them last, the PDF includes two pages of recommendations for keeping clothes in action longer.

4

visual merchaNdising

&store design

abOUT By studying brands who operate sustainability and retailers who use eco friendly practices, inspiration will be drawn to design the agency store and the visual merchandising of space, from fixtures through to tags and atmosphere.

aim The aim of this pack is to showcase the details behind the design decisions chosen for the store space. The store design and visual merchandising shall be the only physical outlet of the agency therefore, shall echo brand personality and engage whilst inspiring consumers.

why is visual merchanDising important?

A successful retail space will draw people in and make them want to stay and experience the brand. Creating retail experiences will encourage return custom. Some retailers and designers are still concerned that ‘going green’ will have an impact on the overall look and feel of a store and the customer experience. (Dennis, 2018) The reason for visual merchandising is because it is the most effective way to engage and inspire shoppers. As well as building relationships with consumers through visual merchandising it drives and increases sales.

Cities are constantly becoming over saturated by openings of new retailers. It is vital to make a strong first impression within a store, otherwise customers won’t return. An opportunity to bring in more custom is a creative and inventive window display, customers only have seconds to view and be attracted by the display.

There are many different ways to keep the customer interested once in the store. Through sight, using lighting to change the mood of the store and can be used to highlight products on offer. Hearing, music in store can have a large effect on stress levels, classical music tends to make people feel more at ease. Touch, allowing shoppers to handle, test or try on products, encourages conversation. Smell, fragrance can create a calming atmosphere with the right scent, vanilla or lavender are most popular amongst retail stores.

Store design & The consumer

The flow of the store’s layout determines how customers shop.

The longer the customer is in the store, the more likely they are to purchase a product, the aim is to keep shoppers in the store for as long as possible.

The placement and arrangement of everything in the retail space will affect the store’s traffic, therefore creating a layout were customers need to look around to get to the tills or placing highly desired products at the back to the store, encourages shoppers to browse for longer.

In a retail space, merchandise can be rearranged according to which items are selling best. Store layout can be arranged in product categories so customers can find different items in one location, though this could potentially decrease the time spent in store as this makes it easier for shoppers to enter, only look at one section, pay and then leave.

Factors such as merchandise arrangements, fixture colours and aisle space affects the customer’s feelings towards a store.

Tall fixtures that restrict visibility cause anxiety for consumers, congested or poor designed layouts where fixtures are too close together creates tension, rushing shoppers through their purchase. Open layouts can eliminate tension, putting customers at ease making them spend longer in the store.

(Matè, 2017)

in store experiences

In recent years, many retailers have introduced in store experiences. Most stores have used digital technology to make a variety of experiences possible. In 2014, eBay teamed up with fashion brand Rebecca Minkoff to create smart dressing rooms, using Kinect sensors that record the customers’ motions, adjust lighting, touch screens, and a tracking system which identifies the customer and remembers what they try on but don’t purchase. With development, the smart fitting rooms now has the ability to send emails to customers, offering them the items they did not purchase in different sizes or colours, those that the particular store they visited did not have. This example is one of the most adventurous attempts to merge e-commerce and in store experiences.

(Ungerleider, 2014)

In 2017, Estee Lauder launched a new lipstick, as part of the launch the Selfridges counters across the UK and the estee edit store installed iPads which allowed customers to virtually try on all 30 shades of the lipsticks, the virtual lipstick try on was in partnership with cosmetics app YouCam. The app uses augmented reality and facial mapping technology to create a virtual makeover. Beauty fans who downloaded the app were able to try all the colour cosmetics across all finishes and are encouraged to share their looks on social media. (Parsons, 2017)

The future of retail The internet of things (IoT) is defined as physical devices which work with the internet: vehicles, buildings and other items embedded with electronics, software, sensors and network connectivity. All able to collect and exchange data. With the recent trend of mobile wallets and NFC payments, retailers are beginning to use IoT more exclusively within their stores to enhance customer experience. Wearable technology and near field communication payments offer the consumer a smoother transaction.

As retail moves towards greener operation, it is vital all stores now accept mobile and digital payments. Virtual and digital communication and transactions are two factors shoppers are looking for, which will have a great impact on their overall experience in store. (Moriarty, 2017) An increasing number of consumers are now empowered with a variety of information gained from online sources, before visiting brick and mortar stores. This means instead of shopping in store, shoppers are just validating a choice already made online. Consumers want the same ease and timely service in physical stores that they get from shopping online. Apple have managed to blend the ease and convenience of online electronic payment with the reassuring comfort of in-store shopping by eliminating all cash registers in their stores. Instead, staff handle sales transactions on smart phones before emailing out receipts. iPhone owners can even complete the sales process themselves using the Apple Store app on their own devices. By understanding the changing needs and expectations of shoppers, retailers can tailor their in store experience to their audience. (Nurun, 2018) Findings indicate that technology is driving retail experiences and this will continue to evolve, to operate sustainability and keep up with retail trends 365. will run a paperless store, receipts shall be available through the app and screens will be used to showcase products and promotions instead of posters and physical signage.

Sustainable retailers

Lauren Signer popularized the zero waste movement through her blog: trash is for tossers. All the trash that she has produced over the past five years fits inside of a 16oz mason jar.

Lauren created package free to make reducing waste and finding alternatives, simple and convenient. Package free source all their products from individuals and brands with missions to create positive environmental impacts. The brand has a strict packaging policy and constantly work with many other brands to reduce their plastic usage, packaging and waste.

SINCE OPENING THEY HAVE KEPT AN ESTIMATE OF 1,597,640 PLASTIC STRAWS, 851,950 PLASTIC BAGS AND 490,856 NON-RECYCLABLE CUPS OUT OF LANDFILL. (Packagefree, 2018) 365. will not use any plastic or non-recyclable materials for packaging purposes. All materials used can be reused, re purposed or repaired.

RECYCLED BY DESIGN Through Urbn’s sustainable design strategy. their corporate campus in Philadelphia is centred around historic restoration and reuse. Old doors were merged together to form walls, wood floors were reclaimed from a basketball court and timbers found on site were used to form the central staircase.

REUSABLE BAGS Urbn say they are passionate about eliminating singleuse items in their stores and across the company. They are motivated to reduce any products that pose a threat to the environment like plastic. Urban Outfitters and Free People stores use lightweight, fabric shopping bags that customers can reuse for many purposes beyond retail.

Made of polypropylene fabric that does not tear, the bags can be washed and used for many years.

Taking inspiration from Urbn, all bags and hangers given out at 365 will be made with the finest quality material, designed for longevity. The products can be reused and repaired if required.

NAVY YARD FUEL CELL ENERGY – BLOOM BOX At Urbn’s Philadelphia campus, they have installed a Bloom Box Energy system consisting of stacked fuel cells that convert chemical energy from natural gas and water into electricity. When installed, it was their largest green initiative ever and its impact has been equally as impressive. As of September 2015, energy generated was 4,901,816 kWh, which is equivalent to 50,680 trees grown for 10 years.

LED LIGHTING IN STORE Each of the Urbn brands has begun to implement a LED lighting strategy in store. As they are built, all new Free People stores will have LED lighting - the first of these stores is located in Denver, CO, at the Cherry Creek Shopping Centre.

Anthropologie will implement a LED lighting strategy in their large-format store expansions when business conditions permit. (Urbn, 2018) The bloom box installation is great initiative. Converting gas and water into electricity is a clever green way to run a sustainable operation. Due to the volume of electricity needed at Urbn’s campus it works to install an energy system.

For 365 trading from an existing retail space with regulations, will be difficult to implement sustainable practices to the structure and power supply. LED lighting will be used within the store to reduce the amount of energy used, when possible all lights will be off and the store will rely on daylight.

In 2017, department store House of Fraser opened it’s first green and sustainable store, in 64,000sq ft of retail space.

The retail store has high environmental standards and meets the BREEAM (Building research establishment environmental assessment and management scheme) sustainable building certification. The requirements for the building and operations is to maximize the performance of energy, climate change, resource, water and waste management. The Rushden Lakes development, where the store is located; is adjacent to protect natural habitats. HoF has partnered with The Wildlife Trust BCN, who manages the wildlife habitats, this is to ensure the protection of local biodiversity.

The interior of the store is designed to connect with it’s natural setting, the store includes unique features such as a living wall which has air quality and well-being benefits. The installation is home to more than 2,000 indoor plants including species such as Philodendron and more unusual plants like Chinese Evergreen. (Lomas, 2017) Further research into BREEAM, outlines all categories the assessment aims to address. Energy, health, innovation, land use, materials, management, pollution, transport, waste and water. Using the in-use international technical standard guide is an effective way to assess how efficient 365 will run. This form will help reduce operational costs, enhance asset value, increase market demand, help attract consumers, improve well being, productivity, satisfaction of staff, contribute to corporate social responsibility and sustainable business leadership. The interior of 365 will echo brand values, by offering a relaxed atmosphere with soft colours & lights where required.

The Fair Shop is a brand which specialises in fair trade and ethical fashion. The store is located in Brighton and has been in trade since 2008. Fair stock a range of different brands who use organic and sustainable fabrics. They have a selection of womenswear, menswear, home ware and stationery. Fair operates a business which ensures people and the planet get the respect that they deserve, as they see many looking for alternatives to the social and environmental costs of fast fashion, they provide a conscious free consumption. The brand is certified by BAFTS, the British Association of fair trade shops. In 2012, Fair was nominated for the best independent boutique for the ethical fashion forum’s 2012 source awards, this award recognises the best practice in the making, marketing and sale of sustainable fashion through multi brand platform.

STORE EXTERIOR Signage is not visible to passing traffic, and the shop front does not display clear branding. The outside area is well kept and tidy, with a sitting space for two people.

STORE INTERIOR The interior of the store is small, but well presented. The space is clearly defined by category and free of any mess. All products are accessible with clothing rails for merchandise and neat displays for underwear and accessories. Wall space is utilised effectively and is creative. There is not much variety within the display types as the space is limited but used to it’s full potential. Throughout the store, all fixtures, floors and walls are clean and well maintained.

Shelves are fully stocked and products display the correct information.

STAFF The staff were professional and friendly. They were knowledgeable of all products and engaged in conversation about the sustainability. Housekeeping was perfect, there was not anything out of line.

OVERALL The Fair Shop in Brighton, is organised and inviting.

The presentation of the space is creative and engaging.

The layout and visual merchandising within the store is effective. The outside area provides space for customers and fits the style of the interior.

IKEA is currently constructing a new store in Greenwich, which is planned to open in early 2019. The space has been designed with customers, the community and co-workers needs in mind, recognising the way people live and work in London. The store’s product range will reflect the city’s growing rental market, with solutions for small space living and those with little or no outdoor space.

As well as offering free green space and communal relaxation areas for people to meet, share and learn. IKEA Greenwich will function as a community hub with bookable event areas and shared spaces for local groups, the public and co-workers to enjoy. This unique 32,000sqm will feature: a rooftop pavilion, biodiversity garden, and multifunctional spaces. Sustainable features, including: up cycling solutions, solar panels, green walls, rain water harvesting, connection to the district heating, sustainable drainage and the use of on site renewable technologies. As a business IKEA is known for its dedication to sustainability, the new store is designed and built to ensure energy and resources are used efficiently.

Alongside investment in sustainable construction and green technology, a number of solutions will be incorporated to help customers live a more sustainable life at home. The take-back scheme and a space to help customers re-use, recycle and reimagine products they already own. (IKEA, 2018) Similarity to HoF, IKEA are using BREEAM to incorporate multiple green technologies including photovoltaic panels, grey water treatment and renewable materials. IKEA Greenwich will be served by many bus routes, cycle spaces and electric vehicle charging points to promote greener travel.

Alike IKEA’s initiative to encourage using public transport, 365 shall be located in the city centre of Southampton. Close to train and bus links, so travelling by car is not a necessity. 365 will also boast a hub for locals to come together, meet, share and learn, and parallel to IKEA, 365’s concept is a take-back scheme, and has dedicated space for workshops promoting reuse and recycling.

IKEA SOUTHAMPTON STORE EXTERIOR Signage is clearly visible to passing traffic, it is in good repair, clean, well lit and presented.

Outside areas are well kept and tidy, the car park is well designed for ease and is well maintained.

STORE INTERIOR Most aisles are clearly defined and free of clutter, with the odd exception. The majority of products are well lit and accessible. The products are all in categories with clear signage in a good condition. Wall spaces are utilised effectively to display stock. There is a variety of display types throughout the store, fixtures, floors and walls are all clean and well maintained. Shelves are stocked, products have the correct information displayed and items are priced correctly.

STAFF All staff looked professional, they were knowledgeable of products and were really friendly. Housekeeping could be improved there were some areas of the store that needed tiding up and replenishing needed doing.

OVERALL The IKEA store in Southampton, is well presented and organised. There is a variety of initiative ideas in place, including the use of digital screens and projectors for customer use. In the outdoor section, old crates have been used as storage solutions and to display products. Throughout the store, there were creative displays such as the spice jars and drawings, this grabs the attention of the shopper and encourages a further look at the products. Shelves have been crafted effectively grouping similar products to create capsule collections.

inspiration

Consumers want retailers to transform stores into eco friendly settings as people are becoming more sensitive about environment for future generations. Increasing numbers of consumers are willing to pay for eco friendly products and want to shop in green stores (Pegler, 2011)

The store interior of 365 will represent the brand, the use of soft colours will emphasise a slow lifestyle promoted by the agency. Only reclaimed furniture will be used, re purposed wood will make up the flooring. The walls will be stripped back to show their natural texture. Pallets and crates will be used for display products which aren’t hanging, and hanging items will be attached to large tree branches, giving a green feel to the retail space.

point of purchase & retail space The economy and online shopping has created challenges for brick and mortar stores in recent years. The use of point of purchase displays promote impulse buying and boost sales. 82% of purchase decisions are still made in store. Store layout guides detail that eye-catching entrances are critical, with key products and or signage in windows.

Shoppers tend to turn right upon entering a store, key merchandise should be placed with this in mind. Customers do not notice in-store displays within 15 feet of the entrance. Counters psychologically separate customers from store personnel and should be minimized to maximize sales. (SMS, 2018) The window display at 365 will promote a minimal theme to fit with concept of essentials. A rail will be placed in the centre of the window, showcasing a collection of clothing in colour order, keeping it simple gives the shopper a direct indication of what is sold inside.

The signage of and around the store will be clear and easy to read. The signs will be created from scrap materials, such as wood and metal.

Every sign will be designed on one sheet, therefore when cutting the materials there will be no waste.

Hangers, bags and tags will all be made with recyclable materials, created to last, all products will be reusable and repaired if required.

To make customers feel at ease, there will be no tills with the store, this will takeaway the typical barriers between staff and shoppers. To make payments, staff will have phones with the app installed with is a means of credit.

eco friendly practices in retail LIGHTING FIXTURES Energy efficient lighting in store displays and interiors can help to reduce energy bills and make the store more eco friendly. 365 will incorporate energy saving alternatives to decorate the store and create a ‘greener’ ambiance.

Store signage will be powered through solar panelled lights, using natural energy.

HEATING/AIRCON Reducing the amount of heating and cooling systems throughout the store saves waste. When required the agency will use these systems but the thermostat will be set to a comfortable store temperature, which shall reduce waste of fuel and energy, also helping to reduce heating costs.

SENSOR ACTIVATED SOLUTIONS Sensors can be used to motion lights, plumbing and other settings. Retailers install head counting software to discover when stores are busy and when they are quiet, often opening times can be altered to fill the demand of when consumers want to shop. 365 will use sensors to control lighting and bathroom facilities, when the toilets are not in use, the lights will turn off automatically to reduce wastage and save money. Taps will run for five seconds to be sure they won’t be left running or being used to excess.

PAPER All paper used for sales receipts, letters, promotions and tags goes to waste eventually. 365 will run as a paperless organisation, all receipts will be available on the app, letters will be emails, promotions will be digital and tags will be made with recyclable material.

WASTE As 365 shall only use recycled materials within its store, there should be no waste, if any waste is produced It will be extracted of any aspects which can be reused or re purposed, so minimal is being disposed.

Materials

It is vital that the theme of renewing and reusing is consistent throughout all areas of the store. From design to operation, the use of reworked materials will be displayed in many different ways. The rails and fixtures inside the store will be created using scrap metals: old pipes and poles, as well as tree branches and reclaimed wood. The furniture such as tables and chairs for the workshop space will be crafted using discarded wood. Signage inside and out will be again built from re purposed materials.

hangers, bags aNd tags AN ESTIMATED OF 8 BILLION HANGERS GOES INTO LANDFILLS EVERY YEAR. THAT’S ENOUGH TO FILL THE EMPIRE STATE BUILDINGS FROM BASEMENT TO OBSERVATION DECK, 4 TIMES EVERY YEAR! DITTO HANGERS Ditto is a 100% recyclable hanger company. Made from super-strong Proterra Paper Fiberboard, the hangers are heavy duty and can hold up to 20lbs, they are decomposable and biodegradable, moisture resistant, metal, chlorine and formaldehyde free and FSC certified.

Ditto Hangers use soy-based inks and starch-based adhesives, they save 2,418Ibs of carbon, 17.44 barrels of oil and 121,129,281 BTU of energy for every ton created.

(Ditto, 2018)

JUTE BAGS Jute material can be dyed to match any pantone colour, it is extremely tough natural fibre, which makes for a strong and durable bag, the fabric is fully reusable, biodegradable, and has antibacterial properties.

(Cottonbagco, 2018)

SEED PAPER PRODUCT TAGS Seed paper tags are infused with the highest germination rate of wildflower seeds, made from 100% postconsumer recycled material. Seed tags are a memorable way to showcase green products and publicize eco initiatives. Once a customer has purchased an item, the tag can be removed and placed under a thin layer of soil, the infused seeds will sprout into a wildflower garden within 1-3 weeks. Attaching an earthy ribbon of hemp string will secure the tag to the product, affordable and environmentally ethical. (CustomEarthPromos, 2018)

floor plans THE STRAIGHT FLOOR PLAN Used by most retailers, the straight floor plan is a typical layout for high-street stores. This plan makes use of the walls and fixtures to create small spaces within the store.

The straight floor plan is one of the most economical store designs. The downside is the plan creates lines within the store and depending on the entrance, it can be difficult for customers to see the variety of merchandise.

THE DIAGONAL FLOOR PLAN The diagonal plan is good for self-service retail stores. It offers excellent visibility for cashiers and customers. The plan invites movement and traffic flow to the retail space.

The diagonal design is more customer friendly as it has a open traffic pattern.

THE ANGULAR FLOOR PLAN The angular floor plan is best used for high-end specialty stores, the curves and angles of fixtures, makes for a more expensive store design. The soft angles creates better traffic flow within the space. This design has the least amount of available display space, so it is used more often for stores that have edited inventories rather than large merchandise sections.

THE GEOMETRIC FLOOR PLAN The geometric floor plan is best suited for clothing and apparel stores. It uses racks and fixtures to create an interesting store design without high cost. The plan makes a statement to the shopper, so it is important that this sends the correct message.

THE MIXED FLOOR PLAN The mixed floor plan incorporates the straight, diagonal and angular floor plans to create the most functional store design. The layout moves traffic towards the walls and back of the store. It is a solid layout for most different types of retailers. The best experience stores have multiple shapes, elevations and designs, which appeal to a large array of customers.

To create the most effective floor plan for 365 it is important to think about the customer and their experiences. Wanting the shoppers to feel at ease as well as enjoying an experience with little disturbance. As the variety of products in store will be minimal it is also key that the store does not look empty. Due to the small collection to start, 365 items will be arranged in colour and product order. The floor plan that works best for 365 is the straight design. The layout of the store, will look best in sections due to the style of products, it is easy to navigate around, with a clear view of each section and as cash tills will not be present there is no need for additional checkout space, this means that the whole retail store can be used to it’s maximum.

The 365 floor plan & window display STAFF ROOM

W O R K S H O P

TOILET

S P A C E RENEWAL/REPAIR AREA

JACKETS

DRESSES

VESTS

JEANS

TSHIRTS

TROUSERS

To indicate the store’s content and draw attention to the brand, the window display will be a very simply constructed hanging rail with every item available. Placing each item on display is key, this allows passers-bys the knowledge of what is on sale, this will also encourage custom as the window leaves a lot to be discovered. It is important that the shop window gives a strong and clear message, which it will as it is uncluttered and neatly positioned.

5

online

presence

abOUT This online presence pack has been created to showcase the agency’s digital platforms.

aim The aim of this pack is to provide details into why select channels have been chosen for marketing and promotion purposes.

The importance of social media As the popularity of social media increases, audiences are constantly engaging with brands online. There is evidence to state social media helps business’ build relationships with their desired target customers. Using platforms like Instagram and Twitter to interact with consumers allows a real life insight into their daily lives, this can then be used to update marketing strategies.

Social media is also used as a tool for connecting with other businesses, leaders in certain fields, journalists and influencers who cover the selected industry, this can be vital to improve the growth of a brand. Being active on social platforms, allows businesses to react with their audiences, taking opportunities of conversing about current topics and even connecting the business to potential customers.

Social media provides highly customizable content, which is important within marketing to target users by location, industry and even purchase history. Ads also allow simple targeting and re targeting of users who visit brand’s pages, individuals are more likely to convert into leads and sales after being persistently exposed to a business with re targeted marketing.

Social media can help business’ get noticed at events, industry shows and in new operating locations. There are many platforms that can be used to capture involvement in activities and behind the scenes content, which interests potential customers.

Staying active on social media means customers know they have a reliable means of communication, if they are required to contact a brand.

This means companies are notified instantly if a product or service is incorrect, therefore can respond to any problems immediately.

It has also been said, a strong social media presence builds brand loyalty, a report published by Texas Tech University (2013) found that brands with active social media profiles have more loyal customers, it is simple when a brand is engaging and interacting, they become less like a corporation and more like a unified group of individuals who share a vision.

91% of brands now use more than one social platform. If a brand’s competitors are using social media, then it is definitely important that business’ don’t fall behind on something free and easy.

Brands may have bigger ad budgets than others, but all companies start off on a equal footing in social media marketing.

The brands who thrive and gain followers are those with the clever, attention grabbing tactics, and the most useful, link worthy content. Providing value to target audiences while showing personality and entertaining, the key to being successful on social media.

Within recent years, social media marketing has generated more sales. Over 70% of business to consumer marketers have acquired customers through Facebook, and 84% of CEOs say they use and promote the use of social media to help customers make purchasing decisions.

Social media helps business’ find customers they weren’t looking for.

Through select platforms, brands can find people who are looking for the products they sell and direct them right to their website. Similarity, customers find brands they did not know existed.

A brand does not exist online if it’s not represented across all social channels and regularly interacting with followers. These activities will build brand awareness, boost web traffic and lead to loyal customers.

Unlike many traditional marketing tactics with the same goals, these tasks on social media are fun and drive real value to most companies.

(Contentfac, 2018)

social media Demographics Facebook has an average of 1.15 billion daily active users, this platform is the market leader for social networking. There is a higher percentage of females using the site in comparison for men, the largest user age range is between 18-29, followed by those aged 30 to 49. The majority of Facebook users live in a urban or rural surrounding, with the average income falling below $30,000 per/year. Based on the information provided, Facebook seems appropriate to target middle-aged women, as only 4% less than 88% of average Facebook users are 30+, based outside of town. The desired audience of 365, is aged between 21-24, living within the city of Southampton; therefore Facebook is not the most effective platform to reach this consumer.

Instagram currently hosts more than 600 million active users. The majority of users are female, between the ages of 18-29. Most Instagram users live in an urban area with the average salary between $30,000 and $75,000+. The majority of users have been educated through college, with 27% at high school or degree level. Under half of all users on Instagram are over 30+, indicating this platform would house largest percentage of the desired audience of 365.

Twitter has a user count of 300 million, with businesses, agencies and enterprise organizations crowding the platform. Twitter is increasingly growing more popular as the top option for social customer service. Sprout social (2016) discovered 34.5% of consumers prefer to connect customer service agents via social media, and Twitter is often that source of contact for most. There is a 1% difference in user gender on Twitter, with the average user being 18-29. Twitter users come evenly from urban, suburban and rural surroundings, and the overall salary starting above $75,000. Most users are educated at high school or degree level. Though, Twitter’s age demographic fits 365’s desired audience, to start the brand will solely sell women’s clothes therefore to operate on Twitter, the lifestyle agency would exclude a great volume of its daily users. As the business grows, and creates a menswear collection, it would then be appreciate to become active on this platform.

Known as the largest social network for professionals, LinkedIn has currently more than 467 million members. The majority of users are men, aged between 18-40. The average LinkedIn user lives in an urban area, with a salary over $75,000. Though, essentially a platform for professionals, 17% of the individuals active on the site are unemployed. While, LinkedIn is the best networking hub the demographics don’t suit that of 365. Targeting young women would prove difficult on LinkedIn, as the platform is saturated with men over 25.

Pinterest has reached over 150 million monthly users, the majority being female. The average user of the app is 18-29, closely followed by those 30-49. The highest percentage of Pinterest users live in suburban surroundings, with a salary of $75,000+. Even though Pinterest has been geared towards younger demographics, older users are still adopting the app. Due to the lifestyle of the desired audience, Pinterest would not be the most effective platform to communicate the 365 brand to customers. Though, popular for sharing content and inspiration, this platform does not allow instant messaging options dissimilar of other sites such as Instagram.

The core social media networks are stated above, but there are still smaller just as important social channels like messaging apps, which are popular and can be broken into different categories. The first being: standard messaging apps such as WhatsApp, stand-alone internet messaging apps. The majority of users are men aged 18-29, earning over $50,000, educated to college level and above. Another category within messaging apps are auto-delete apps, which have grown in popularity over the past few years. Snapchat is taking lead, and even Instagram stories with the same 24-hour content model. The average user age using these auto-delete apps are 18-29. The majority of users are men, earning under $50,000 per year. With most auto-delete app users in their twenties, it is clear that the introduction of Snapchat filters over universities and colleges promoting events, sports and campus life has worked to increase activity on the app. Lastly, the final category which falls under social media messaging is anonymous apps. This form of app are a newer batch of messaging platforms that let users remain anonymous in group chats. The largest age demographic for these apps are those 18-29, predominantly female, some educated within college, on a salary of over $50,000 per annum.

(York, 2017) It is evident from above research, that messaging apps are popular amongst many audiences.

It is also clear that it is a beneficial market. Instead of working through a social network, 365 believe creating their own app will generate a sense of community with customers. The app will work similarity to a social media platform, with essential sections which are effective for other channels.

why instagram?

Not only does the desired target use Instagram as their go to app, this platform is not longer just an image sharer. Instagram now holds many features, allowing brands to engage with customers in a variety of different ways.

Instagram stories are a clever way to share behind the scenes content, and promote new products, this gives customers a peak of what is to come. Stories can be uploaded or taken using a mobile device, they can include the following: still images, videos, and boomerangs which generate GIFs. Story highlights can now be used to group shared stories together and feature them on a brand’s profile, highlights remain on the page unless they are removed.

In addition to stories, users can stream live videos, this allows brands to share interesting aspects of the business, show products or answer questions live through the comments.

The platform creates a unique way of interacting with other users, must importantly giving companies the opportunity to see into their audiences’ daily lives, through a snapshot of images, GIFs and stories. Brands can like, comment, mention and/or tag anyone in

their posts or others. Instagram also has a direct messaging service with notifications, which creates a instant communicate between brand and consumer, an element which is highly desirable.

Hashtags on the platform are an effective way to help others find content, using relevant hashtags can be a powerful tool for getting noticed. Often brands create custom hashtags, another good way to encourage engagement with audiences, users also have the ability to reuse and follow select tags.

Instagram have a variety of advertisement options, all ad formats appear in the users’ home feeds, these ads support four objectives: video views, click-throughs to a website, mobile-app installations and mass awareness. All of which are important to any new business.

Overall, Instagram is a great platform to show off products and /or services, it has features which allow exclusive content from brands, letting followers see exactly what goes on in the background. As a agency promoting longevity, it is important 365 operate as transparent business, this platform offers many methods to make this possible through social media.(Driver, 2018)

building an app Taking the next step with marketing, many small business’ are now creating their own mobile apps. As the mobile trend continues to grow and audiences are glued to their handheld devices, adopting to their requirements puts a brand above it’s competition. The target audience spent on average 5 hours a day on their phone, therefore making services and products more convenient to consumers will increase brand loyalty.

Building an app allows brands to be visible to customers at all times, users unlock, scroll and scan their devices for apps they are looking for, being on their home screens can be an advantage to any business, as the human mind unconsciously records every image and text it passes, often unnoticed.

An app creates a direct marketing channel which can serve many functions. They provide general information, search features, user accounts, and messengers. The 365 app has multiple sections: About, lookbook, inspiration, user account, community space: help and faq, trade, renew, sell and buy sections for merchandise, up cycling techniques, after care guide for garments, a workshop gallery and future dates, a full contact page with links to Instagram and details of what is happening in store. Push

notifications also bring a brand closer to direct interaction with customers, which can easily remind them about products and services.

An app is an easy way to keep track of purchases and loyalty schemes, this space holds a home for all digital communication between customer and brand. Within the 365 app, users can access receipts, invitations, gift cards, vouchers and a loyalty renewal scheme.

A mobile app can contribute to brand awareness, the more customers get involved with the app, the more they are inclined to visit the business.

A brand app at small business level is still uncommon, which is perfect for trying to beat competition. Customers will often be excited by forward-thinking brand approach.

Finally, most importantly is customer loyalty.

With all the banners, billboards, flashing signs, flyers and websites - marketing, slowly loses the impact on customers because of the amount of advertising surrounding everybody at all times. An app brings back the true connection with customers, making them a loyal lover of not only products but the service provided.

(Haselmayr, 2014)

365

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lifestyle agency