EFMM5007 Visual Merchandising and Experiential Retailing Group A1: Ruhena Begum (1400245), Zandile Hlomayi (1301437), Ruth Rangel (1401364), Rusheika Jessica Reid, Khalilah Scott (1409750) and Sabrina Yonan (1401183) Unit Leader: Ayshen Ali
INTRODUCTION
4-5
CONCEPT
6-7
THE CONSUMER
8-17
RETAIL LOCATION
18-29
PRODUCT OFFER
30-53
BRAND & MARKETING STRATEGY
54-67
RETAILING STRATEGY
68-79
CONTENTS
MERCHANDISING STRATEGY 80-145
WINDOW INSTALLATION
146-149
CONCLUSION & PROPOSAL 150-151
VISUAL 3D PROPOSAL
152-157
1 INTRODUCTION
Due to brand’s continuous growth online and in concessions globally, New Balance will be opening its first UK flagship store in 2017. The 14,000sq-ft building will be located on Oxford St and will stock menswear, womenswear and childrenswear. Although New Balance has a strong online presence, from primary research it has been found that those who don’t know the brand well are mislead by its branding and its historical relevance. Fran Allen, New Balance’s vice president for Europe, said: “It will allow us to present the brand to millions of consumers with a powerful retail message.” This shows the necessity of having a physical store to reinforces the brand image, as well as using it as an opportunity to increase sales and revenue with the ambition to be amongst the top three global sporting brands”.
New Balance was founded in 1906 by British entrepreneur William J Riley and is now present in over 120 countries worldwide. For more than 100 years, New Balance has been a brand dedicated to understanding the movement of people and designing products to match. New Balance is known for being a leader in delivering the best-in-class running shoes due to their unique product design, specialising in range of widths and sizes. This innovation has led the success of New Balance.
4
Sales grew by 21% in 2013-2014
“
Let’s challenge the conventions of the industry.
”
- William J Riley
Worth $4.2 billion (Dec 2015)
New 14,000spft flagship store
Strong online presence
55
6
2 CONCEPT New Balance are driven by ensuring that their Corporate Social Responsibility (CSR) is maintained and withheld in everything that they do. Therefore the store concept is based on their three main values: sustainability, equality and community. Our concept is to create a store that is all-inclusive regardless of a person’s physical needs or abilities. From research we have found that there has been an increase in brands being more aware of disability needs and the importance of intergrating it within their stores. There has also been a rise in consumers looking for a multi-sensory experience, which is what our experiential retailing will aim to do.
SUSTAINABILITY
EQUALITY
COMMUNITY
7 ALL-INCLUSIVE MULTI-SENSORY EQUALITY
SUSTAINABILTY
COMMUNITY
8
3
THE CONSUMER
Sportswear brands are increasingly promoting a healthy lifestyle as consumers are adopting a holistic perspective on wellness and becoming more concious about what they purchase. Consumers want an intergrated experience when going shopping; they want to see, touch, listen and do. Having experiential retailing allows for the consumer to have all their needs catered within one space.
PROFILING Meet the Benton’s, they are a middle class family who live in West London and enjoy an active lifestyle. They travel frequently and appreciate the outdoors.
John is an extrinsic buyer as he purchases clothing for function rather than recognition. Under VALS classification John is an ‘Achiever’ as his primary motivations in life is to achieve and provide for himself and his family. He enjoys a healthy lifestyle and doesn’t spend much time following fashion trends, instead his interest and muses lie within the athletic community. John usually displays rational buying motives when shopping as he looks for quality items and product that have a multi-function. He also generally shops for comfort over fashion.
JOHN Age: 45 Generation X Occupation: Digital Marketing Manager Earns approx £45,000 annually Socio-economic group - B Life stage: Family - Although he has quite a high disposable income, a lot will be spent on his two children and wife. Lives in West London Hobbies: Loves travelling and the outdoors and spending time with his family doing a variety of activities.
9
10
ALISON Age: 39 Generation X Occupation: Architect Earns approx £45,000 annually Life stage: Family - Although has quite a high disposable income, a lot will be spent on her two children and husband. Socio-economic class B Lives in West London Hobbies: Enjoys an active lifestyle and is a member at her local gym Fitness First she also uses social media websites such as Facebook, Pinterest and Linked-in.
Alison is both an extrinsic and intrinsic buyer. She looks for quality and functionality when shopping for products, especially relating to her children but she also buys intrinsically for social acceptance regarding food and beauty products. Under VALS classification Alison is an ‘Achiever’ as well as an ‘Experiencer’ as she strives to provide for her children but also enjoys selfexpression. Alison looks to social media and the places she shops in to keep up with current trends. She shops predominantly in high-street stores and occasionally high end stores like Space NK and Jigsaw as she values quality and convenience. Alison primarily displays patronage buying motives as she is loyal to brands such as Waitrose and M&S and doesn't often try new stores that she doesn't generally shop in.
11
12
SAMANTHA Age: 17 Generation Z Occupation: College studying photography, history and french Life stage: Dependent & KIPPER - Samantha relies on her parents to purchase all of her necessities for her as she doesn't work. She is given an ÂŁ100 allowance monthly. Socio-economic group B Lives in West London Hobbies: Samantha loves photography and shopping and enjoys eating out with her friends in places like Wagamama.
Samantha is an intrinsic buyer as she tends to purchase the most trend led high street items to gain recognition and praise from her peers. Under the VALS classification she is a ‘Maker’ as her interests are very creative but doesn't have the financial resources to pursue them fully. Samantha looks to the media for fashion inspiration from celebrities such as Gigi Hadid and Kylie Jenner. Samantha displays emotional buying motives as she generally buys her clothing so that she can be socially accepted within her peer group. Samantha spends a lot of time on social media on networks such as Instagram, Twitter and Snapchat on her mobile phone.
13
14
Harry displays an intrinsic sense of buying as he often asks his parents to buy him things that his friends also have. Harry is conscious of what looks good as he has grown up with technology and the Internet and is exposed to a variety of media outlets. Under VALS classification, Harry is a ‘Maker’ due to his age. He doesn’t have much resources however he is at the stage where he is learning how to express himself externally. Harry would be considered to have an emotional buying motive as he isn’t able to make his own decision holistically and will base his opinions on how he feels.
HARRY Age: 9 Generation Z Occupation: Currently attends primary school Life stage: Dependent & KIPPER - Harry get £5 a week in pocket money that he usually spends on sweets and comics. Socio Economic class B Lives in West London Hobbies: Harry enjoys playing sports such as football and participates in a number of extracurricular activities at school. He enjoys riding his bike with his friends and uses YouTube and gaming apps such as Minecraft on his iPad.
15
Innovators
16
Early Adopters
Early Majority
Samantha
Late Majority
Harry
Alison John
Laggards
ALISON
JOHN
Alison is still in the early phase of the early majority because she is fashion conscious. She cataches trends earlier on than most of the population because she notices them once they have been seen on a few niche bloggers. She is able to get inspiration from these bloggers and feels confident enough to then wear the trends herself.
SAMANTHA Samantha is aware of trends and takes fashion risks the most in the Benton family as she is a teenager that follows trends. She takes these risks becasue she’s a creative that likes to express herself through her clothes. However she isn’t confident adopting them earlier because of the importance of peer pressure and social acceptance within her age group.
John is also in the early majority stage but just before it’s about to peak. John is brand loyal, therefore he would be more inclined to purchase good quality classic pieces that he will wear for a lot longer. He likes a style that’s not mainstream so he is considered to be in the earlt majority stage.
HARRY Harry is in the early majority section but is almost leaving it. His mother dresses him so she decides what he wears. However she shops from high street stores that are trend led, e.g H&M, therefore Harry will be dressed in trends once they reach the mass market.
17
18 18
4
RETAIL LOCATION 287-291 Oxford Street W1C 2DP
The New Balance store will be opening on Oxford St, the heart of London’s shopping district and home to over 300 retailers. The store will be located between Oxford Circus and Bond Street station. On an average Saturday 700,000 people pass through Oxford Street as well as a fast flow of buses, taxis and delivery vehicles creating constant noise, movement and congestion. The street produces a staggering £5 billion per year which contributes to 3% of the Uk’s economic output.
300 retailers
700,000 people
£5 billion annually
3% of the Uk’s output
19
20
NORTH FACE 290 Regent St, London W1B 3AP
2 Stores in the Area
Valued at $643 Million
Main Competitor
400 Square-Meter
2 Floors
Flagship Store
Similar Consumer
Outdoors & Lifestyle
Stocks Full Range
Found on both the Regent St and Carnaby St, the stores are intended to feel like “outdoor playgrounds�as they boast an array of impressive interactive features. North Face has a niche customer, who is driven by specialist product relating to a variety of sports. However, by adding experiential retailing to their new store, North Face are able to appeal to a wider audience. This shows the rise in importance of experiential retailing when opening a new store, especially within the sportswear market, in order to create a unique and exciting customer experience. North Face are concerned with creating a lifestyle for their customer as they are able to blend sportswear with everyday wear. New Balance also does this, especially with their classic trainer as most people wear it as a fashion item. The two brands are comparable because they are not so technology lead in their products, instead they prefer to have a hands on approach to their style.
21
North Face use a lot of rails in their stores and clothing is heavily product dense. They also use different height tables to fold and lay their tops, shorts and hoodies onto. They do more outfit building than most sports brands as they will show a lifestyle on a fixture. Some fixture have two mannequins with full outfits with a book, backpack and plant pot. North Face’s stores are very well lit because a lot of natural light beams in through the windows so they do not need much artificial lighting. North Face also display their equipment on their mannequins which most other brands don’t do. What they also do differently is they bring the outdoors inside whether it’s using fake moss on a wall or using tree trunks for a display fixture.
22
ADIDAS
15 Foubert’s Pl, London W1F 7QB
2 Stores in the Area Valued at more than $17.1 Billion
12,000sqft
3 Floors
Flagship Store
Originals Store
Stocks Full Range
Streetwear
Many Collaborations
One of New Balance’s competitors is Adidas. Adidas has two stores located on Oxford St both of which are located near to the new opening New Balance store. As this is their largest store in the UK found in one of the busiest shopping areas, Adidas’ flagship store has a large consumer base of people looking for the latest in trainers and sportswear technology. However their secondary store, which stocks their Originals collection, is located on Carnaby Street is focused on their younger trend-driven consumer. This store is less busy than their Oxford Street branch as it is smaller, however it still produces high revenue because it has a niche consumer who is willing to seek out their exclusive ranges and appreciates the store concept. They are one of the leading brands in garment technology for sportswear but also produce trend driven product. They are very reactive to changes in the fashion landscape and are known for collaborating with musicians and fashion designers to create exclusive collaborations.
23
Adidas display garments on both rails and tables. Jackets, tops and dress are generally hung on rails. Higher priced items are front facing so they can been seen by customers while other product is hung sideways. Their rails have a bit more character as they are in a copper colour in their Original store. Products that are less dense are folded and stacked on varying size tables that are clustered by being crossed over one another. Mannequins do not have heads and are shown in strong and powerful athletic poses. Adidas’ lighting is subtle as the stores are well light but it’s not obvious. Adidas have merchandised their underwear uniquely by placing them in a vending machine instore, which customer can purchase from.
24
NIKE TOWN
236 Oxford St, London W1C 1DE
1 Store in the Area
Valued at $30.6 Billion
Apirational Brand
4 Floors
Flagship Store
Stocks Full Range
Large Footfall due to Prime Location
High Turnover
Niketown is Nike’s flagship store located outside Oxford Circus tube station. They hold the largest shares within the sportswear sector. Nike is a New Balance competitor as they are the market leaders, therefore they are an aspirational brand for all sports brands as they aim to outcompete them. Individuals will often visit the store to see what it looks like and experience the brand. New Balance’s consumer is also likely to own Nike product which was shown in primary research therefore they share a similar consumer due to vast choice in not only their footwear but also in their clothing. Nike has a lot of services that allows the consumer to interact with product differently from other brands. They have introduced experiential retailing on each floor allowing customers to build a relationship with the brand through semotics and emotional touchpoints. Nike are successful as they are able provide professional sportswear at the height in garment technology to the mass market.
25
Nike’s mannequins are also in sporty poses and headless similar to Adidas’. They also outfit build by using casual apparel, accessories and footwear all together on a fixture. A digital presence is strong in Nike’s stores as there are TV screens, interactive kiosks, computers and digital windows. Nike tend to have one really big store in a city so they are able to have very large display instillations that give them an edge over their competitors. Nike’s lighting is quite dim but it’s not too dark with display fixtures well lit. They also offer a service for customers to try on footwear, especially football trainers in the UK. They have created an area that allows people to test out their trainers on different textured surfaces and decide which is best for them.
26
NEW BALANCE OUTLETS New Balance is currently stocked in many retailers along Oxford St and Carnaby St including: JD Sports House of Fraser Size? Selfridges Office Urban Outfitters Sports Direct Schuh Topshop
TRANSORT LINKS
27
There are good transport links to the New Balance store via the underground as the store will be located between Oxford Circus and Bond Street station. As Oxford Street has a high volume of tourists, the underground allows them to commute freely and get to other tourist destinations from Oxford Street easily. Not only are there a large number of tourists, there are also a lot of businesses in the surrounding area, therefore stations can become extremely congested during rush hour.
Four Tube Lines
6 Platforms at Oxford Circus
18 Bus Routes to Oxford Street
28
THE LOCALS Oxford St is also seen as a creative hub as there are a variety of bars, event spaces and galleries surrounding the local area. It is also home to one of the biggest fashion universities in the world, University of the Arts London, meaning that there are a large number of young, creative indviduals looking for inspiration at all times. Oxford St is home to flagship stores for many retailers with a large global presence. This has created stores that are able to bring new and exciting visual merchandising as well as the latest trends which attracts customers from around the world all year round. Shoppers in the area of the New Balance store vary hugely due to the variety of retailers in the area.
23 Hotels
Offices Above Stores
High Volume of Tourists
The Oxford Circus consumer is young and trend driven, this is because large high street retailers are located in close proximity. Carnaby St is also nearby where there are retailers such as Size? and Monki who target a niche customer who is less mainstream and more lifestyle based. On the other side of the store is Bond St station which attracts a more high end consumer because of the designer stores on New Bond St. There are also more department stores such as Selfridges which can attract families and tourist.
29
FOOD OUTLETS
The eateries are large international chain restaurants that are recognised around the world so tourists can identify with them easily. There are also more discreet and bespoke restaruants such as Dirty Martini which is less known to the mass market and is for locals who may want and more unique experience. There are also places like Kingly Court which offers a variety of different restaurants all in one space.
26 Restaurants
30
5
PRODUCT OFFER
New Balance’s products are categorised into the following: men, women, kids and sports. The brands primary product offering consists of their trainers which are grouped by style – lifestyle and sports. Their lifestyle/classic trainers are more trenddriven compared to their sports trainers which are dedicated towards increasing performance. Other product offerings include sportswear apparel such as t-shirts, shorts, capris, sports-bras, jackets and hoodies. New Balance also stock accessories such as backpacks, water bottles, socks and gloves.
Outerwear £45
£80
Tops £15
£35
31
£130
PRICE BRAND MATRIX MENSWEAR
£65
Trousers
£23
£70
£45
Shoes
£55
Accessories £8
£0
£20
£100
£145
£35
£50
£100
£150
£200
Outerwear £45 £45
32
£80 £60
£130 £125
Tops £9 £15
£32 £35
PRICE BRAND MATRIX WOMENSWEAR
£65 £58
Trousers
£23
£22
£70
£45
£40
£65
Shoes
£55
£25
Accessories £0
£8 £8
£20 £20
£75
£100
£125
£145
£35 £35
£50
£100
£150
£200
New Balance Men’s running, training and sports New Balance Boracay
Natural cushioning
New Balance 990v3
Stability and motion control
Vasee Quick Trainer
Training and sports
Visaro Pro FG
33
New Balance Men’s lifestyle 574 New Balance
574 Woven
Classics 1600 Elite Urban Exploration
999 Elite Urban Sky
Elite Edition
34
New Balance Men’s hiking and walking 710 Vasee Outdoor
New Balance 905
New Balance 1069
801 Vasee Outdoor
New Balance Women’s running, training and sports Vasee Pace
Vasee Prism
Hiking and Walking Stability and motion control
Natural cushioning
New Balance 717v2 Graphic Trainer
Training
Exclusive 717 Trainer
New Balance Women’s lifestyle New Balance 996
420 Heritage 70’s Running
35
Classics 574 Glacial
999 Plastic Weave
New Balance Women’s walking and hiking New Balance 905
574
New Balance 1400v1
Elite Edition
New Balance 959v2
New Balance 1069
Hiking and Walking
Beacon Jacket
LFC Windblocker
New Balance Men’s shortsleeves and sleeveless shirts
36 Performance
Football
Accelerate short sleeve
LFC Men’s Away SS Jersey
Pullover Hoodie
Anorak Jacket
Performance
Football
GTee Ncredible Tee
Essential Polo
Casual
New Balance Men’s jackets and hoodies
Casual
Precision Run Tight
Fleece Pant
New Balance Women’s jackets and hoodies Beacon Pullover
Lite Packable Jacket
Classic Sweatpant
Men’s Lined Pant
Performance Essentials Plus Full Zip Fleece Hoodie
New Balance Men’s trousers
Casual
Trackclub WZT Hood
37
Accelerate Short Sleeve Graphic
LFC Women’s Home SS Jersey
New Balance Women’s Trousers
38
Premium Performance Bootcut
Performance
Accelerate Tight
Football N Tee
Essential Polo
Performance Essentials Plus Classic Sweatpant Casual
New Balance Women’s shortsleeves and sleeveless shirts
Casual
Trackclub W Pant
New Balance Women’s Sports Bras The Tenderlly Obsessive Bra
The Seamless Genius 1 Bra
The Shapely Shaper Bra
Mixed Media Hybrid Tank
39
New Balance Men’s Socks and Gloves LFC Glove Knit
Celtic 3rd Sock
Stock City Away Sock
LFC Men’s Home sock
KEY ITEMS - APPAREL 40
Windblocker Jacket
Impact Capri
Accelerate Long Sleeve
£95
£38
£25
This is a trend-led piece and a key item due to it’s price point. Less people will buy this garment as it is a risk product, however because of the high price, it will bring in a larger revenue than most items. The jacket includes specific garment technology, which will still encourage customers to purchase it.
These imapct capris are a key item for womenswear as they are a classic style of pants. They also come in two colour ways and they are priced at an average price for sports pants.
This top is a classic piece because it’s a cash cow that is frequently bought by a lot of customers. It comes in four colours that will appeal to most people.
41
Accelerate Long Sleeve
Pullover Hoodie
Push the Future Tee
£25
£52
£25
This is a key item because it’s a cash cow as it is a basic, low in price and bought regularly. It also comes in black and in a colour combination which appeals to the mass market.
This casual hoodie is a classic for New Balance because the customers like it as it’s easy to wear and versatile. It also comes in three colours so there are options to fit everyone. It is priced slightly lower than competitor brands which gives the customer a reasom to purchase from New Balance.
This tee is a key item because it’s a trend piece that is priced low so customers will buy it as they’re not spending too much on a trend that they might not wear as often. The tee will sell well during the trend lifecycle making it a key item for the season.
KEY ITEMS - TRAINERS 42
300 Vintage Men’s Court Classics
996 Distinct Weekend Classics
Fresh Foam 1080 Training
£70.00
£145.00
£115.00
The men’s Court Classics are at an Game, set & comeback. A tennis entry level price point for a Classic original is back…and it’s not just for style trainer. A customer that doesn’t the court anymore. Reinvented for know the brand well and wants a everyday wear, the CRT300 sports trainer from New Balance will most the same great retro look as the likely opt for these trainers because of original — plus new cushioning as a the price and because they are still in modern perk. the most popular style.
Escape These arefrom the your mosteveryday popular style for routine in the Distinct Weekender men’s footwear, the 996 Classics. Even 996. Evoking memories though they are one of of theiconic, more waxed canvas bags overflowing expensive trainers they still sell because with weekend shoe these are what essentials, the brandthis is most features suede/canvas known for.aBoth brand loyalupper, and one soft and inviting colors, and worn off customers purchase the Classics. vegetable-tanned leather details. Have your getaway, everyday.
The 1080 are key men’s trainers Innovative midsole created from because they are running trainers a single piece of foam that that are designed with natural technology to provides a plush, more elevate performance. The ride. Ortholite® foam insert foam sole is uniquely cut for comfort delivers long term comfort,which New Balance market to attract customers. breathability, and anti-microbial These aretoNew best running function fightBalance’s odor. trainers.
43
420 Heritage 70s Running £65.00 These are best sellers for women’s trainers because they are the Classic style that New Balance’s female consumer wears for trend purpose. They are also at one of the lowest price points for their footwear so they are a cash cow. The colours are also one of the most popular colour ways.
574 Sweatshirt
Vazee Prism
£70.00
£100.00
The 574 is a new trend-led trainer in a streetwear style. The trainer is priced at a low price so it’s still accessible for all consumers. The style is similar to the Classics which is their best seller so it should sell.
The Vazee Prisms are the best women’s running trainers as they provide cushion for support, speed and stability. They are also well priced for running trainers as there are more expesive ones in the market.
KEY COLOURS
ACTIVEWEAR FORECAST AW 17/18 In 2017/18 activewear consumers want their garments not only to look good, but to do good. Sustainability is becoming something that is expected. Consumers are becoming very aware of what is in and where their clothes come from. With an expectation for the product’s life cycle to be at it’s top, we will offer a collection that provides great quality and craftsmanship with a focus on functionality as we know our consumers are buying our products for life and not just for a season. Colours range from steel grey and blues as anchors for the palette, and details consist of purple, lilac and saddle brown as accent colours.
44
This is an example of New Balance’s current key colours. The new forecasted collection for AW 17 when the proposed store will open will be based on these colours as well as the WGSN Active Forecast trend for sportswear AW 17/18.
Sustainable
18-3715 TCX
16-3110 TCX
17-0207 TCX
16-1120 TCX
Purple
ACTIVE FORECAST A/W 17/18
18-1154 TCX
18-4005 TCX
Athleisure
45
BASICS
AW 17/18 COLLECTION 46 We took into inspiration ‘#Normsport’ trend from WGSN. Where we wanted to create pieces that are timeless for sport, they are mainly basics, but elevated to easily integrate to consumers day-today dressing. All garments are made from sustainable fabrics and casual performance materials. As our major sustainable fabric we will use Bamboo as it has thermo regulation, moisture wicking, UV protection, it is anti-bacterial and feels ultra soft next to your skin perfect for sportswear.
PANTONES: 18-3715 TCX
COMPOSITION:
18-4005 TCX
18-4005 TCX
18-1154 TCX
Body: Dri-FIT 88% recycled polyester, 12% elastane. Inner shorts: Dri-FIT 92% recycled polyester, 8% elastane.
The New Balance Women’s Training Tank Top helps keep you comfortable during your workout with Dri-FIT Cool fabric and a mesh panel. The New Balance Women’s Running Shorts feature light, sweat-wicking fabric and a Dri-FIT fabric built-in compression shorts for a comfortable, locked-in fit.
47
PANTONES: 18-4005 TCX
COMPOSITION:
181154 TCX
194005 TCX
18-4005 TCX
165123 TCX
130645 TCX
19-4028 TCX
184005 TCX
66% Organic Cotton, 34% Recycled Polyester
The New Balance basics fleece sweatshirt and joggers are an innovative thermal construction made of jersey fabric that traps heat against the body, creating warmth without adding weight
TREND MENSWEAR
48
PANTONES: 19-4028 TCX
COMPOSITION:
18-1154 TCX
10% Organic Leather, 56% Organic Cotton, 34% Polyester
18-4005 TCX
16-4702 TCX
COMPOSITION:
The New Balance bomber is a more trend lead garment, with leather accents on the shoulders, hem and sleeves. It comes in both navy and copper or black and grey colour ways.
68% Bamboo Viscose, 28% Cotton, 4% Elastane
The leggings are thermo controlling, with an emphasis on comfort with elasticated waist, for agile movemnet.
TECH COMPOSITION: 68% Bamboo Viscose, 28% Cotton, 4% Elastane
The New Balance Tech long neck Sweatshirt is made with lightweight fleece and raglan sleeves for warm comfort and freedom to move. It’s a great base layer especially for outodoor activities.
PANTONES: 18-4005 TCX
16-4702 TCX
16-5123 TCX
18-1154 TCX
COMPOSITION: 62% Organic Linen, 28% Cotton, 10% Recycled polyester
The tech vest is warm, soft and lightweight. Small accents on the zips that are reflective for nightime use.
PANTONES: 18-4005 TCX
18-3715 TCX
16-5123 TCX
13-0645 TCX
49
TREND WOMEN’S WEAR
50
PANTONES: 19-4028 TCX
COMPOSITION:
181154 TCX 30% Organic Silk, 70% Bamboo
13-0645 TCX
165123 TCX
16-4702 TCX
165123 TCX
This particular outfit is aimed at the women that focus on active leasure. It contains pieces that can easily be adaptable outside of sporting acivities and implemented into everyday outfits. Offering colour ways for the more discreet girl, and those who are more open with their use of bright colour.
19-4028 TCX 164702 TCX
18-4005 TCX
18-4005 TCX
13-0645 TCX
51
184005 TCX
16-4702 TCX 194028 TCX
18-4005 TCX 164702 TCX
PANTONES: COMPOSITION:
18-4005 TCX 130645 TCX
16-4702 TCX
184005 TCX
68% Bamboo Viscose, 28% Cotton, 4% Elastane
The sport bra has been designed to wear on its own or underneath the New Balance vest top.the legging have a more neutral colour pallet, with certain accent colours, so they can be incorperated into a larger variety of outfits.The garments are made from our organic bamboo fabric, these are very supportive, warm in the cold yet also breathable.
52
PANTONES: 7540 C
COMPOSITION:
4C
8624 C
282 U
5255 C
181154 TCX
18-4005 TCX 5255 C
181154 TCX
Rubber outsole, Suede/mesh upper.
The 1:1:1 collection will be released as a limited edition range for the new store launch. They are the trainers that will be released as part of the 1:1:1 campaign. They will be only available for a limited time as they are celebrating New Balances 111th anniversary which is also when the store is opening. 111 pairs of the 1:1:1 trainers will be available for each department, men’s, women’s and childrenswear, this will make the trainers desirable and a collectable item for consumers. The limited number of shoes will also drive sales because customers are more likely to buy the trainers if they’re not part of the permanent range.
53
18-4005 TCX
181154 TCX
COMPOSITION:
5255 C
Rubber outsole, Suede/mesh upper.
2118 C
181154 TCX
7540 C
181154 TCX
54
6 BRAND & MARKETING STRATEGY As a brand New Balance wants to create a sense of inclusiveness where there are no barriers for their employees or customers. Therfore our branding and marketing strategy will be based on making everyone a teamplayer. Treading lightly on limited resources and striving for zero waste is an important part of the brand and will be reflected within our store design.
Currently there are no stand alone retail stores within the UK, therefore customers are only aware of New Balance from online channels or through their primary source of revenue which is their concessions. Based on primary research, most consumers interact with the brand at a ‘Presence’ or ‘Relevance’ level as there isn’t a strong brand identity or emtional touchpoints for the consumer to connect with. Therefore, within the new retail space we plan to introduce a variety of branding and marketing strategies that will elevate our consumer to interact with the brand at an ‘Advantage’ and ‘Bonding’ stage within the brand pyramid.
Presence
The customer is aware of the brand and recognises the name but has no particular opinion or emtional attachment.
Relevance:
The customer is evaluating the brand in relation to other similar products or services.
Performance:
The customer will begin to set certain expectations and may develop a real sense of the brands identity.
Advantage:
The brand has proved itself superior to their competitors and the customer will begin to feel an emotional connection with the brand.
Bonding:
The customer has established a bond with the brand and is likely to remain a loyal customer. Consumer may actively promote brand to family members and friends.
55
56
2017 marks the 111th year in which New Balance was created, therefore for the laumch of the new store opening we have developed a marketing campaign called 1.1.1, a concept based on their beginning. The history of New Balance is fundamental in everything they do as it shapes their future. New Balance was the first company to produce a range of widths for selected trainers which shows their innovation and love of product which represents the first 1. New Balance is based on three core values which all stem from the foundation of equality. Treating individuals as one and being inclusive without discrimination represents the second 1. As this will be their first UK store, the last 1 represents a new beginning and the start of new journey.
1:1:1
Beginning
57 One One
One
58
In preparation for the store opening, we will run a number of campaigns such as ‘We Run London.’ The purpose of this campaign is to raise awareness of the brand as well as attract potential customers to visit our new store.
#TEAM LONDON
The use of the pronoun ‘we’ will create an inclusive tone to our customers which is a reflection of our brand values.
SOCIAL MEDIA #Team London - People will be given the opportunity to sign up with Team London where they can take part in runs around London city. This will be promoted through the New Balance Twitter and Instagram pages using the hashtag #TeamLondon.
BRAND AMBASSADORS
59
Ola Abidogun
Jordan Henderson Liverpool footballer
A former Olympican track cyclist
Having a Paralympic athlete as brand ambassador for New Balance is an amazing way to bring communities together and promote how important equality is. Ola Abidogun is a young British athlete who competes in sprinting events and has won several medals. He is a great inspiration for young athletes and people alike and will show that anyone can amount to great things.
New Balance recently signed a deal with Liverpool football club and is now selling Liverpool football kits. Having Jordan Henderson, an English Football player and captain for Liverpool as brand ambassador, will be a good way to promote the brand and its high status accomplishments. Using a well-known British person, particularly someone from a favoured sport in the UK is a good strategy when promoting a first UK stand-alone store.
Victoria Pendleton is an English former track cyclist and one of Britain’s most successful female Olympic winners. She has appeared on the front cover of magazines such as Harpers Bazaar and Esquire. She is a huge inspiration to young women and athletes as she is very passionate about how important sport is within education. She would make a great representative for New Balance as a brand ambassador, especially within the New Balance Foundation that is dedicated to reducing child obesity.
Paralymic athlete
Victoria Pendleton
ADVERTISEMENT EXAMPLES 60
Billboards:
We have decided to place billboard adverts in shopping centres where New Balance products are already stocked to show New Balance customers that there is now a new stand alone store that they can visit.
Underground:
We have also decided to place billboard adverts in surrounding underground stations in close proximity to the new store. These include Oxford Circus, Bond Street, Marble Arch and Tottenham Court Rd. By doing this, it will make commuters aware of the new store opening as they approach Oxford Street, making them more inclined to visit the new store.
61
Buses and Bus Stops:
Due to the large numbers of buses that pass through Oxford Street on a daily basis, using them to promote our new store will be very effective as they will reach a wide and varied audience. Buses and bus stops are large and eye catching therefore it will grab passer-by’s attention and inform them of the new store opening.
7
RETAILING STRATEGY
62
MULTI-CHANNEL OPPORTUNITIES We aim to provide the New Balance customer with a seamless shopping experience and have therefore developed an array of different multi-channel opportunities for customers to connect with the brand. This includes the new store, e-commerce website, social media platforms, a mobile app and a digital smartwatch. Having multiple distribution channels will enable New Balance to reach the greatest amount of consumers by offering retail channels that best resonate with them.
63
INTERNATIONAL PRESENCE 64
International Presence: United States Canada Mexico Latin America Europe South Africa Israel Asia Australia New Zealand
New Balance has a strong international presence with outlets, concessions and factories worldwide. They are currently present in 6 continents with America and Europe being the most populated areas. However, New Balance are looking to further expand their stand alone stores wordwide as they strenghten their presence as multi-channelling retailer.
UK PRESENCE UK Outlets: Castleford, Outlet Shopping Village Dalton Park, Murton Flimby, Maryport, Cumbria Keswick, Cumbria Designer Outlet, Livingston, Glasgow Shap, Nr Penrith, Cumbria Warrington, Cheshire Wembley Park Boulevard, London
New Balance currently have no stand alone stores within the UK. However, they have numerous outlets throughout the country, predominately in the North of the country. This is due to the fact that demographic outside of London aren’t as trend led and prefer to shop value product. They also purchase more sports products due to their outdoor surroundings, such as the coast.
65
OMNI-CHANNEL RETAILING The app will be easy to navigate. Users will be prompted to connect to our free wifi
Customer will be able to scan a QR code located on a swing ticket to get a better understanding of the product
Information regarding product details and stock availability will be made available to the customer instantly
66
MY NEW BALANCE APP
420 Heritage Edition £65.00
PRODUCT DETAILS With a suede/mesh upper and rich colors like navy, burgundy and black, this New Balance sneaker provides throwback style. 17 in stock
We have developed the ‘My New Balance’ application specifically targeted for loyal customers of the brand. The app will allow customers to scan products through their smartphones with the help of QR codes. Customers will be informed of the product details, how and where it was made, colour-way options and stock availability. This will also allow us to establish an emotional touch point for the customer.
NEW BALANCE DIGITAL SMARTWATCH Orders can be placed through the app and can be collected in-store via our ‘click and collect’ service on the third floor. Customers will be encourage to navigate through the entire store to reach this destination.
DIGITAL
13:25
13:25
my new balance
my new balance
Hi Laura, “Your order number 423 is ready for collection on the first floor. See you soon”
RFID sensors will trigger notifcations to the smartwatch such as order collections, special offers and promotions.
Team New Balance
Location
67
DIGITAL
Alerts
Loyalty
About
More
Hi Tom, “Your order number 621 is ready for collection on the first floor. See you soon” Team New Balance
Location
Alerts
Loyalty
About
More
The new New Balance app will have a section on brand heritage and history with an audio section as well in order to cater to the blind community. The store will also have brail on product details located on the walls, tables and shelvings. We have developed a smartwatch inbuilt with RFID technology named New Balance Digital which will allow our customers to receive a more personalised service within our store. As New Balance will be the first sports brand to produce a digital smartwatch, this will set it apart from it’s competitors. The watch will be available to use within the store.
NEW BALANCE FUEL BAR 68
Due to the growing trend of convergence within retail stores, we plan on incorporating a juice bar which will be located on the third floor. This will encourage customers to navigate fully around the store in order to reach this destination point. This will also add to the multi-sensory experience in terms of taste. The ‘New Balance Fuel Bar’ will serve an array of juices and smoothies made from fresh fruit and vegetables. Customers will be encouraged to ride on a bicycle in order to generate their own smoothies. For every drink purchased 25% of the money will be donated to the New Balance Foundation in keeping with the philanthropic nature of the brand.
NEW BALANCE FUEL BAR PRICES
Tropical Drop Pineapple, banana, fresh grated ginger and coconut water
Juices:
Raspberry Rush Raspberries, cranberries, green tea and maple syrup
Apple Juice - £2.00 Cranberry Juice - £2.20 Lemonade - £2.00 Lemonade with Ginger Cucumber and Mint - £3.00
Bananarama - £3.20 Beet The Day - £3.30 Mean Green - £3.50 Orangetan -£3.20
Bananarama Banana, Almond, pineapple
Juices:
Lemonade Freshly squeezed lemon with a hint of raw honey
Beet The Day Beetroot, spinach, strawberry and lemon
Kiwik Fix Kiwi, banana, milk, honey and kale
Cranberry Juice Crushed cranberries with a touch of agave nectar
Blueberry Boost Blueberries, kale, pineapple and almond milk
Smoothies:
Blueberry Boost - £4.20 Kiwik Fix - £4.00 Raspberry Rush - £4.30 Tropical Drop - £4.50 Orangetan Orange, ginger lemon, apple
Mean Green Cucumber, Celery stalk, green apple, lemon kale and spinach
Apple Juice Pressed apples with optional sugar and cinnamon
Lemonade with Ginger Cucumber and Mint Fresh lemonade with added ginger, cucumber and mint
69
Authentic
70 70
Striped Back
Scences
Raw
8
MERCHANDISING STRATEGY
STORE PLAN Within the proposed store, each floor will reflect a specific theme that will represent New Balance’s core concepts. The store will have a raw and authentic feel, staying true to the brands ethos of sustainability. All natural elements of the building such as the exposed brick walls and concrete floors will be kept to further enhance this.
71
Lifestyle
72
Classics
Heritage
The ground floor will be the lifestyle and heritage floor dedicated to the brand history as well as enhancing the consumer/brand relationship. Features will include a timeline of history above the main trainer wall outlining New Balance’s key events until present day. This will allow customers that are unfamiliar with the brand to gain a deeper understanding of the brand identity and values as well as create their first connection with New Balance. The ground floor will also feature a personalisation area where customers can customise apparel on an interactive screen. This will enrich the customer experience and provide a more personalised service and will allow loyal customers to reinforce their connection with the brand.
KEY MALE CHANGING ROOM MANNEQUIN FEMALE CHANGING ROOM BIKE FIXTURE
ELEVATOR
GROUND FLOOR The ground floor is also known as the ‘lifestyle’ floor, showcasing New Balances’ classic shoe and clothes options.The main focus of this floor is to make customers feel at home; with brick walls and stripped back interior, the store resembles the New Balance consumer home or dream space. On this floor customers will also be abled to customise trainers with our ‘NB1’ interactive software and will also be abled to purchase the exclusice ‘111’ trainers made specifically for the Oxford Street store.
73
Sport
74 Running Cycling
The first floor will be dedicated to performance and sports. Key focal points will include the ‘New Balance Fuel Bar’ - a healthy juice bar where customers will be encouraged to cycle on a bike in order to produce a smoothie. For every smoothie generated, a donation of £1 will be funded to the New Balance Foundation which aims to ‘improve the health, well-being and self-esteem of individuals through movement’. There will also be miniture running tracks where customers can test out New Balance’s running gear. The incentive of customer participation reinforces a onestop shop for individuals to synchronize their activities into one space which reflects the growing trend of a holistic shopping experience that customers seek. It also pushes them out of their comfort-zone as it encourages them to engage in physical activity reinforcing the brands ethos of ‘We Were Born To Move’.
75
1ST FLOOR The first floor is the ‘training and sports floor’, where customers can find running specific trainers, also trainers for netball, tennis and football. Customers can also use the running track to try trainers on and compete with friends.But the main feature of this floor is the smoothie bar which is generated by customers cycling.e.
Rock Climbing
76 Nature
Hiking
Kids
The lower ground floor will reflect a nature-driven theme and will house an outdoor rock climbing wall for customers to try out our New Balance hiking equipment. There will also be a first-sight focal point consisting of real trees located centrally within an interactive floor pathway aimed predominantly for our kidswear section. 3D digital monitors will be embedded within tree trunks promoting the latest products. Making a space inclusive and relevant to the children of our company will convey the importance of community within our brand. Due to the fact that our target customer is an active family, allows them to shop and interact together in one space reinforcing our theme of ‘moving together.’
77
LOWER GROUND FLOOR The final floor is the ‘family’ floor. New Balance as a brand take pride in involving the whole family in their braind, so this floor promotes that, with activities for the whole family to participate in.
78
NAVIGATION On a whole the New Balance store will be open planned allowing customers the ability to flow freely throughout the store. However, we will introduce destination areas and focal points to direct them to our key locations.
GROUND FLOOR For the ground floor we will have a first sight focal point on entry which will be a direct reflection of our window installation launching our new 1:1:1 trainer. From research we have found that people shop to the left when entering a store, therefore we have located the main trainer wall on the left wall as that is our main sales driver. We have positioned the interactive wall at the back of the ground floor to draw customers into the store and allow them to engage with the rest of our product as they walk through which will encourage sales. The till will be located under the escalators to the right of the store before the lift meaning that customers will have to view most of the product on the shop floor before paying. Customers also have the opportunity to navigate to ‘my NB fit’ kiosks’ which will be located towards the back of the store, another destination areas which allows customers to interact with the core principles of the store by finding their perfect width and size trainer which is a USP of our brand and could encourage them to purchase again.
79
The first floor
80
PACKAGING Keeping in line to New Balance’s environmental ethos, the packaging will all be made from recycled materials. Ranging from carboard boxes to coark swing tags. We wanted to be able to provide high quality packaging as it is what a brand is mainly indentifyed. Our packaging will have a premium feel. Taking as inspiration high end brands, we want to offer the customers items that they can then keep such as dustbags for the shoes. We came up with a unique design for the ongoing New Balance Made in the UK collection. The shoes for this particular collection will be packed inside their own unique boxes, using as inspiration the ‘Urban Grit’ forecasted trend from WGSN for 2017.
Swing tags made from dyed corck as they are durable and reflect on the brands emphasis on staying environmentally friendly. The swing tags will also include the product information in braille.
81
Smaller card packging for scocks or any other concession items, that will be put by the till.
Qr codes will be placed onto the swing tags as well for customers who have the New Balance app on their phones to scan and get more information on the product.
As our store will feature wood as one of it’s main materials used in its fixtures, we made the concisou decision to have wooden hangers, as it plays with the aesthetic of our store. It is a raw material that is durable.
82
Soft cardbord carrier bag engraved with logo and tilted 5 lines similar to the ‘N’ in the logo. Handles made of rope. Bag comes in 3 sizes, small, medium and large.
Customer service contact card that comes with every single purchase.
Linen dust bag to place shoes in before putting them into box.
Cardboard shoe box ingraved on the lid outside and insidewith New Balance logo. On the bottom, engraved with 5 tilted lines on the inside only, mirroring the ‘N’ of the logo.
Soft cardbord carrier bag engraved with logo and tilted 5 lines similar to the ‘N’ in the logo. Thicker fabric handle. Comes in 3 sizes: small, medium and large
Square card board box used for packing clothes. Clothes should be wrapped in tissue paper before placed in box. Boxes varie in sizes according the the item packed into it.
Limited edition carrier bag, where items would be packed into during special events happening in store.
Socks and other accessories packed in a new balace paper band. Logo is simply printed onto it.
83
84 Logo will be printed with the Union Jack. The box itself will be printed with a gradient effect that appears to have a texture, changing from white to black.
Linen dust bag to place shoes in before putting them into box. For those particular shoes, it comes in white
The gradient used on the box with span from top to bottom, so the lid will be the lightest and leaving the bottom of the box the darkest shade. The New Balance logo will also printed on the inside of the box with the Union Jack. This box will not have the tilted 5 lines similar to the ‘N’ in the logo like in the rest of the packaging.
85