#anewchapter
STORE PROPOSAL II
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design Final Major Project “& Other Stories� Sharonjit Takhar A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND 26/05/2015
CONTENTS
1
2
7
8
INTRODUCTION
BRAND BACKGROUND
VISUAL MERCHANDISING
STORE EMPLOYEES
Introduction 1.0 Aim 1.1 Objectives 1.2
Brand Overview 2.0 Store Analysis 2.1
Store Window Display 7.0 In-store Promotion 7.1 Music+Scent 7.2 Consumer Experience 7.2
Staffing 8.0 Customer Service 8.1 Uniform 8.2 Training+Incentive 8.3
Target Market 2.2
4
3
COMPETITOR ANALYSIS
PROPOSED LOCATION
Zara 3.1 Reiss 3.2
Proposed Location 4.0 General Floorplans 4.1
5
6
CAMPAIGN OVERVIEW
STORE DESIGN
Timescale 5.0 Campaign Approach 5.1
Design Outline 6.0 Clothing Fixtures/Fittings 6.1 Beauty Department 6.2 Fitting Rooms 6.3 Accessories 6.4 Point of Purchase 6.5
Campaign Theme
5.2
9
PROJECT MANAGEMENT Budget 9.0 Schedule 9.1
11
REFERENCES
10
CONCLUSION
1
INTRODUCTION
1.1
AIM To ensure the UK’s second & Other Stories retail space communicates brand values and targets consumer desires effectively.
1.2
With & Other Stories (AOS) branching out into the brand ethos, communicating this to the target Manchester, the following store proposal documents audience. a detailed plan into how this will be carried out appropriately. To further improve the appeal to the audience, some ongoing in-store elements have been altered to As the overall project aim is to expand the brand’s increase and improve the visual experience for store presence within the UK, the new store is key to visitors. accomplishing this and will correspond with
OBJECTIVES 1/ Positioning the store in a suitable location for targeting both consumers and competitors. 2/
style.
Designing a space that keeps within the house
3/
Creating an experience for consumers in which all needs are catered for.
4/ Incorporating further online/digital elements within the store to improve customer interaction and reinforce the brands’ inspiration from social media.
2
BRAND BACKGROUND
2.0
BRAND OVERVIEW A fashion brand experiencing vivid Narrating this "social media" influenced growth, the contemporary AOS is fast brand identity, the website works with a becoming the go-to for women who want blog style visual. style to suit all. Apart from a steady online presence, AOS Catering for trends from chic and is also well-known for strong connections minimal, to a feminine and floral style, in collaborative collections with the likes AOS provides for women in touch with of Lykke Li, Nike and Sadie Williams, their creative and fashionable side. who all reinforce the brands’ obligation to provide for different styles while attaining Communicating this over both in-store that cool edge. and online platforms, the brand has an impressive follower base with position on a variety of social media sites.
2.1
TARGET MARKET With a female target market, AOS appeals to those who are confidently driven by their style, using it to reflect their personality. Inspired by social media and bloggers, the market is fully aware of fashion and those who are leading it all in the digital sphere. Although these consumers have this as a common feature, they lead a number of different lifestyles (refer to consumer profiles in marketing communications plan), and it is this that AOS aims to capture in the Manchester store layouts.
2.2
STORE ANALYSIS Rising from 7 to 23 worldwide stores in just two years, AOS have a definitive concept that is transmitted across to all stores. Presenting a sleek, minimal and almost a “work in progress” interior, the stores may differ from one another, but this steady theme is portrayed throughout all retail spaces. The overall store design tends to depend on the original state of the chosen premises which in some events allows AOS to hold onto the industrial nature with added brandlike features such as metal and wooden furniture with flowers and spotlights. During Frameweb’s interview with Sara HildenBengtsson, the Creative Director states “It’s all about the location” and “every space has it’s own personality” (Frameweb, 2014). In other cases, such as the London store, AOS have achieved an industrial effect through interior as opposed to up-scaling the natural state of the store.
These elements linking AOS’ online presence with the store works well but does not necessarily bring the digital aspect into the store, with the only aspect in the London store being a “feedback” ipad for visitors to rate their experience. An area of the store considered as a key point in delivering to the consumer is the beauty department. Seen as a separate compartment in the store, there are dressing tables with mirrors and a large basin near the products allowing customers to test product. It is important to keep this area key in the Manchester store to hold onto AOS’ prime existence as a beauty brand.
Fixtures only hold a few sizes of each design to keep the rails from being crowded with items. Other areas of store including point of sales and the fitting rooms are also kept quite minimal without heavy branding; leaving the consumer with a simple shopping experience Some in-store features also correspond with that is uncomplicated. online platforms as images displayed across clothing rails and tables are similar to those on the website, or there are labels throughout the store referring customers to AOS social media in messages including “Tell us what you think on Twitter” or “find more at stories.com”. Fig.1 Features of AOS stores’
3
COMPETITOR ANALYSIS AOS competitors sit on the mid-upper end of the high-street spectrum with Reiss, Whistles and Zara reigning in a compatible audience and product (see marketing plan for further details). With the proposed location for the Manchester store being in the city centre on New Cathedral Street, primary research via store visits have been carried out into the two largest and nearest competitors who are based on the same street. This allows a further understanding into how they cater for their customers and the Manchester market so that factors can be taken into consideration when making store-based decisions for the AOS store, as the stores are closely located.
ZARA A close match to the AOS price range, Zara This is kept quite basic and there is maximum present a variety of similar products, although stock placed onto these rails with numerous this is a factor which AOS overrides in providing versions of each size (fig.2). an extensive beauty range. This differs to AOS where only a small selection A brand involved in keeping up with trends, this of product is displayed to avoid over-crowding is evident in store as stock turnover is frequent which is to continue into the Manchester store, with little focus on particular collections and especially as space is narrow so there must be collaborations within the store. This is seen room for customer to walk around at ease. when walking into the store as the consumer is presented with simple dressed mannequins and product tables, but no particular campaign theme The four-storey New Cathedral Street Zara that runs out through the store as it is regularly includes two floor dedicated to womenswear, one replenished because of the brands approach in menswear and a childrenswear level, occupying a point of sales on each. This area of the store is shortening the supply chain. kept quite simple, there is no major distraction Interior at a minimal, the Spanish brand sticks and the purchase point is clearly visible to the to the use of metal framing and the colour black consumers, as a large LED screening campaigns/ throughout the store with metal garment tables recent collections is placed behind the desk. and railings bordering the perimeter of the store. Additionally, Zara do entice queueing consumers This presents the brand in an obvious sense and by arranging jewellery and accessories on pillars. similarly to other AOS stores, it shows unified In contrast, AOS keep point of sales free from decor throughout the store, an important aspect products with publications being displayed and although the design may work for Zara it is not to implement. to be implemented into the AOS brand which The Zara store composes railings with combined aims to stray from the mainstream. products such as shoes and dresses, all of which fit within a particular colour palette.
REISS On par with AOS, Reiss also encourage a timeless quality in their products and service, appealing to fashion-conscious individuals; particularly those within an older age bracket. Style-wise, the brand keeps it classic but have a much smaller variety in comparison to AOS which is advantageous in attracting consumers to spend more at AOS with accessories and beauty.
Corresponding with both AOS and Zara, the Reiss store keeps the point of sale simple with visuals and it is clear where purchases can be made as the brand has one station on each floor. Female fitting rooms are quite open in the store with a pull-along curtain and a cushioned pouffe for those waiting (fig.3).
The two-floor store neighbours the proposed AOS space and focuses on both men’s (ground floor) and womenswear (level one).
Although fixtures and rails are similar on both floors, the décor is disconnected over the shift from male to female, which may not trail a sense of branding and confuse customers; an Stock has been placed on metal rails against important consideration for AOS as the main the walls of the store with some wooden/glass aim is to establish the brand which is impossible tables in the middle ensuring it looks spacious. if the store doesn’t link within itself. This works well in making the consumer feel comfortable when visiting as they are not taken aback when beginning their journey around the store. This is also a noteworthy factor as the Reiss premises is a similar width to the proposed AOS store so consideration is needed for fixtures to be displayed in a spacious manner.
Fig.4
The continuous theme of metal and glass throughout with white walls and light floors unites with the brands product range and communicates their personality. However, point of sales is seen quite different between the two floors as the womenswear floor presents softer shades of pink whereas menswear have a wooden, sharper aesthetic (fig.2). Fig.2
Fig.3
4
LOCATION OVERVIEW
New Cathedral Street, Manchester
4.0
STORE POSITION Ensuring perfect positioning for the AOS brand, placement of the store will be at Unit 5, New Cathedral Street (fig.5), Manchester. Located in one of Manchester’s top retail areas New Cathedral Street sits between high-end Selfridges and Harvey Nichols with a short distance to the Arndale Centre.
attracts more of the consumers along with potential attraction from restaurant go-oers who may shop before dining.
Being based on Unit 5 is also beneficial as AOS would not only be next to major competitor Reiss, but is just a few doors away from Zara. This is advantageous as competitors will Taking all factors into consideration, the have already established a consumer base in Arndale centre may be one of Manchester’s Manchester, allowing immediate reach to the top retail destinations, but is deemed target market. unsuitable for AOS with predominant lowmid end high street stores from retail sectors In terms of the feasibility of the price, the including food, technology and fashion. As a premises are affordable for the brand with mid-upper high-street brand, AOS must be financial back up from the H&M group amongst those who work in a similar aspect being enough to support the project. A space such as brands like Reiss and Ted Baker who of 1,988 Sq Ft means there is enough for AOS happen to be neighbouring stores of the to establish itself well within Manchester, without risking an over-empowering launch chosen location. of a larger premises which could take Another ruled out location is King’s Road. exclusivity away from the London flagship Once famous for its’ designer stores, the area store. has since seen movement with brands opting out and restaurants surging in. This works well in two ways as the movement ensures that the nearby New Cathedral Street
Fig.5 New Cathedral Street
4.1
GENERAL FLOORPLAN The Manchester store consists of two retailing floors and a basement floor. As mentioned in the overview, product will be set into dedicated areas in the store, with the following floor-plans indicating exactly where items will be placed.
Ground floor / 1,988 sq ft
First floor / 1,891 sq ft This space is slightly smaller and will be dedicated to the later stages of the “getting ready� process holding beauty, accessories and fitting rooms. Four dressing tables will be placed on this floor, with a large basin near the beauty trolleys to encourage consumers to test products. The accessories being placed near fitting rooms also increases the chance of somebody picking a necklace or shoes to try on with their items. The back of the store is left as an open area to see down to the ground floor with a lighting display as a visually stimulating attraction. This floor will also have a back-door for staff entry. Again, this will be behind the stairs and placed somewhere hidden from the consumer eye.
This is the entrance floor for consumers and is most important in gathering attention via the store window display and initial layout. Positioned towards the back, point of sales will be on this floor. Majority of the product will be clothing and lingerie whilst keeping within AOS guidelines in coordinating matching items. This can be done by perhaps laying some matching trousers, a jumper and nail varnish across the table, with shoes placed below. Stairs to the upper-floor will be located on the left-hand side, with a lift placed behind the stairs near the purchase point for wheelchair and pushchair access. Obstructed from obvious consumer view, a back door permitted for staff entry will be fitted, leading to the basement floor in addiiton to being another entrance for deliveries to be handled, therefore avoiding the shopfloor.
BASEMENT floor /
2,050 sq ft
This space will be dedicated to stockroom and staff facilities. Staffing facilities include a kitchenette, along with an office and staff rest-room.
2625
1875
1875
1875
9000 Point of Sale
Fitting Rooms
Staircase to basement storage
15000
250
6000
250 750 250 250 250 250
8
15
Sink
9
16
sin gT ab le
10
17
Beauty Stand
Product Table
11
18
Dr es
Staircase to Level 1
19
D
12
20
le
13
21
gT ab
14
22
sin
250
Hanging Rail
250
7
250
4
Beauty Trolley
250
1
Beauty Trolley
1500
2
250
3
2340
250
5
250
6
Lighting Feature
2887
Window Display
2000
3773
Window Display
3000
Footwear Table
res
FIRST FLOOR
1500
Lift
Product Table
Hanging Display
GROUND FLOOR
Lift
Accessories Stand
Lingerie Cabinet
Hanging Rail
3000
Seating
5
STORE DESIGN
5.0
DESIGN OUTLINE Bearing in mind the aim of the new launch is on basis of brand expansion as opposed to re-branding, many elements of the store design will remain intact to ensure AOS endorses their brand values and keep visuals cohesive throughout all stores. However, a new launch allows a blank canvas for aspects to be implemented to improve consumer experience along with raising the brand’s visual appeal. In-keeping with the current AOS look, the store will remain being seen as a creative space, taking on a minimal look by keeping the store clean and fresh. This is important to the Manchester store as it will be a smaller, narrower space so it must be easy for visitors to browse through the store. The main design focus is to cater for the contemporary “social media” and “blogger” appeal AOS aim to give, which involves adding further digital elements in store to advance consumer interaction. This digital aesthetic is to be used in areas such as the fitting rooms and throughout the beauty section with tutorials on how to wear products and opportunity to interact over social media via ipads. The Manchester store will retain the idea of co-coordinating matching items but this will be simplified a little to allow easier browsing. Aiming to create a space that mocks the journey of a woman getting ready in the morning, items will be sectioned. For example, upon entering the store the consumer will first see all fashion items and lingerie on the ground floor, with beauty and accessories holding priority on the upper floor as the fitting rooms allow them to bring the whole look together in the final stages. Setting the store in this format personalises the experience to something customers can subconsciously relate to.
5.1
FIXTURES + FITTINGS As AOS present a store vibe which is rather industrial and mimics a “work in progress�, the use of wheeled trolleys, metal rails and cabinets are the predominant product fixtures as they’re all reflective of this feel. These fixture types are continued throughout the store keeping brand visuals unified. Ensuring interior echoes a minimal and clean aesthetic, simple metal stands will be fixed against the walls. Rails placed in the centre share a similar quality and will be hung from the ceiling downwards as opposed to rooting from the floor. These will be made from metal too and aim to keep the floor clear so customers can walk around the store at ease in addition to being quirky to look at. The centre of the store (ground level) will occupy two large tables which display a selection of items including folded clothing products, accessories and books/magazines with bedroomlike accessories such as a lampshade to add to the feeling of a personal dressing experience (fig.6). The lingerie section is to be placed towards the rear of the store (ground level), with matching sets hung over hooks on the wall. Below these hooks lies a large chest of drawers which consumers can pull out to find their size in the lingerie displayed above. This aspect underlines the aimed route for making the experience personal as opening the drawers is an action which imitates somebody when going through their personal drawers at home.
Fig.6 Outline of Ground Floor
5.2
BEAUTY DEPARTMENT A key area to AOS, the beauty department will be in-keeping with the London store using the simplicity of the wooden dressing tables. Drawers of the four dressing tables will be left open and further product will be kept inside. There will also be an AOS perfume which consumers can spritz when sat at the table, along with a securely fitted mini ipad on each table (fig.8). Referred to as the “beauty bible”, these ipads allows consumers the comfort of testing out items on themselves with tutorials on the products. The user must simply scan the product for detection and the ipad provides a tutorial on how to use the product properly with any suggestions on follow-up items that work well with it. Once completed the testing and tutorial, consumers have the option of posting their experience of the “beauty bible” onto their Facebook and Twitter pages to receive a 10% discount on their AOS product. (This may be at 25% discount for the first month of opening to encourage use of the ipads and social media interaction). This gives the consumer more knowledge on the product and instantly improves customer service as well as referring the consumer to further products to buy.
Fig.7 Outline of Beauty Department lighting display
These ipads will also be connected to the AOS Youtube channel where they can watch the past campaign videos and be linked further on to “recommended” videos with vloggers featuring AOS beauty in their vlogs. To display beauty items, metal stands will lie against the walls with some of the newer products and fragrances placed in small white trolleys. A large white basin will be placed in between the beauty stands and accessories so that consumers can freshen up or remove any tested products. AOS will provide fresh white hand towels each day along with AOS branded make-up removal wipes, handwash and face cream which are all available to use (fig.7).
Fig.8 Fitted mini-ipads
5.3
FITTING ROOMS There will be four fittings rooms in total, with one occupying a lowered rail and seat to abide disability legislations. The doors for the fittings rooms will resemble those of a wardrobe; a sliding grey door that locks from inside for client reassurance. The rooms will be spacious with two long-length mirrors allowing consumers to see themselves from different angles. There will be hooks behind the door, along with a functional seat that can also be used as a shelf for personal items . The consumers also have a dimmer switch to control lighting so must turn this on when walking into the fitting room. This controls how much light they want as well as preserving energy when nobody is in the fitting room. A feature used to engage with customers and maximise service, ipad devices will be placed into the fitting rooms to help create the perfect outfit. By simply scanning the products they have taken into the room, the device will compose a list of products including clothing and accessories or even lip colours which compliment them; pulling their items together into a fashion story. The customer can then take a picture of themselves and swipe to drag the complimenting items onto their look ;giving them a little preview of how it looks. If any items are favoured by the customers, a simple click informs staff members to collect the requested items and give them to the customer. To push this special feature, those who have styled themselves with the ipad have the option of posting it straight social media with the “#anewchapterâ€? hashtag that immediately draws them into a competition to win a ÂŁ50 voucher for AOS. This competition will happen once every fortnight for the first 3 months of opening. (This will be reviewed and changed if need be). Winners will be chosen by the Manchester store employees.
5.4
ACCESORIES Accessories will be based near the fitting rooms to act as last minute pick-ups for consumers as they try on products. Handbags and jewellery will be placed onto similar stands as the clothing to ensure the fixtures remain coherent. A circular shoe stand will take presidence in the middle of the upper floor to enhance presentation making them visually appealing as opposed to a simple shoe stand (fig.9).
Fig.9 Fitting rooms and accessories area.
5.5
POINT OF SALE Sticking to the clean and minimal concept, the point of sales will be in the form of a large white desk placed towards the back of the ground level (fig.10). There will be sufficient space for 3 cashiers to make transactions with the background dĂŠcor made up of a collage of mini polaroids (fig.11) displaying the major competition entries for the initial launch (see marketing plan). Surroundings for the purchase point will be kept simple without any items crowding the space. Instead, cards will be clipped along the desk with images of the latest campaign or signs referring to the social media sites (fig.12). This allows AOS to constantly change the desk area and update as though it is a work-in-progress as well as gaining attention of consumer queuing.
Twitter Follow us on
rstories
@andothe
Fig.12 Interchangeable promotion cards.
#ane
Fig.11 Example of polaroid display
wcha
S/S
pter
16
Fig.10 Design for the point of sales
6
VISUAL MERCHANDISING
6.1
STORE WINDOW It’s proposed that Manchester-based artist Liz West will produce an installation for the opening. As an established artist, the public have seen work from award-winning West whether it’s commission based to shows in exhibitions or lecture talks. Collaborating with someone from Manchester also begins the build up of connections and proves AOS is actively trying to position itself into the city and appeal to that market. The installation will reflect the artists’ style while summarising the “#anewchapter” campaign to promote AOS in a way that adds intrigue to the new store. With West specialising in illuminated installations, the store window will include this idea in the form of revealing something new for the store window. With a neutral white background for the display, passers-by will be fronted with a large closed paper rose on the left window, and a campaign image on the other. The rose will be mechanically constructed to open every 20 minutes, followed by an outbreak of lighting rising from the centre illuminating the window (fig.13). Although it will work as a routine every 20-minutes, there is an interactive feature to the display with the large red button on the window and the words “press me”, which automatically adds a sense of intrigue. Once pressed, the person can see this rose open up and sense the theme which mimics thoughts behind new beginnings - drawing them into the store to find out more. This curiosity with the store display is important as it will be people’s first outlook on the store and brand and will be the key factor in driving customer traffic.
Fig.13 Design for store window display
6.2
6.3
IN-STORE PROMOTION
MUSIC + SCENT
With aims to get the Manchester AOS branch further involved with social media, various promotional features have been placed within store. As mentioned, digital integration within the fitting rooms and beauty area allows AOS to increase social media interactions as there is incentive for the customers to talk about their store experience online with a few simple clicks as well as joining the email database to receive discounts.
As well as visuals, the store will spark other senses with scent and music. As AOS have a range of perfumes, the brand new Moroccan tea scent will be diffused near the entrance, allowing this scent to be one of the first things the consumer notices when entering.
Reference to social media will also be seen in paper format throughout the store with mini-cards dotted around the store and point of sale as well as free copies of the seasonal newsletter “Chapter 1” with every purchase. These will also be laid out on the product tables too for browsers to take during their visit to the store (See marketing plan for more information on Chapter 1).
Music playlists will be strictly brand-related by straying from what’s on in the charts catering for AOS’ efforts to keep from trends. The music play-list will differ throughout the week, with slow-paced mellow music from Monday-Thursday, but more upbeat as it reaches the weekend, creating mood music around the consumer.
6.3
CONSUMER EXPERIENCE Upon entering the store, consumer senses are enhanced with a fresh AOS scent as they place eyes onto the unique lighting above them. They are then presented with the first product table which will regularly be adapted to show different styles and matching items; this is also where the popular items and newest stock will be based. This ensures regular shoppers remain attracted to the store as they get a glimpse of new stock when walking past and are more likely to pop in and check it out. Walking around these tables, the consumer is faced with a large range of fashion but won’t feel as though they are in just an ordinary fashion store as accessories on the table such as magazines and books change the retail environment (fig. 14). Towards the back of the store they will be faced with the lingerie section and purchase point, before taking the stairs to the upper level to look into beauty and accessories. By placing fitting rooms on the upper level and point of sales on ground floor, consumers are more likely to go onto both floors of the store, increasing likeliness of further sales. The beauty section and fitting rooms on the upper level is where consumers are likely to take time in their visit as it provides more of a relaxed atmosphere. With products to test and fitting room devices leading them to have a little more fun with their experience, the upper level is also the place where the AOS brand values can be truly shown in all aspects. Upon exiting the store, there will be a tablet towards the front of the store which allows customers to rate and evaluate their shopping experience. This tablet also allows customers to enter their email address and sign up to emailed newsletters for 10% off in-store on their next visit.
Fig.14 Ground floor experience.
7.0
7
STORE EMPLOYEES Proposed staffing outlines how many employees and what roles would be required for a successful launch of the Manchester store. From management to oversee all sales in the store, to stylists to assist consumers and keep product in order and area specialists to control either the beauty, fashion or accessories. Background employees include stock control and a visual team who are both core in ensuring the store product is accurate and the presentation of it appeals to consumers. There is a balance of both full-time and part-time employees with those in larger duty roles being in store more often than others to ensure everything is in control. An hourly rate will be given to staff with stylists, stock support and visual support receiving ÂŁ8.50 per hour. Those in slightly higher roles including specialists and head of visuals will receive ÂŁ11 per hour with the opportunity for increase over time. Managerial roles will be given a salary of 22k for the first year of opening - again with opportunity for increase. All employees will be given the incentive of bonuses around the busy Christmas period and will all receive a n equal 40% discount on products from AOS.
STAFFING FULL TIME
Store manager Assistant manager Clothing specialist Beauty specialist Accessory specialist Stock supervisor Head visual merchandiser Stylist x 2
40 hours per week 40 hours per week 35 hours per week 35 hours per week 35 hours per week 40 hours per week 40 hours per week 40 hours per week
PART TIME
Stylist x 2 Stylist x 4 Stockroom support Visual support
20 hours per week 12 hours per week 12 hours per week 20 hours per week
7.1
7.2
CUSTOMER SERVICE
UNIFORM
Although digital elements contribute to the service within the store, staff interaction is still important. At all times, a staff member will be located at the front of house to greet customers on arrival. Stylists towards the back of the store will ensure everything is in order and aim to give styling tips helping customers with their choices. There will be someone stood near the point of sale at all times, with two employees assigned only to this area only during busy periods.
Keeping customers from thinking the employees are using phones for personal use, they will all be branded with an AOS phone case (fig.15). On the upper floor, there will be somebody near the fittings rooms and shoe section at all times, along with a beauty specialist manning the beauty section. The allocation of staff ensures that there is always someone there to provide good service and meet consumer needs.
Each employee working on the shop floor will be given a “work phone” to use which has access to the stockroom details. This shows efficiency when a customer requests a size that isn’t displayed in store, as the stylist can check while stood with the customer rather than leaving them waiting. These phones will also have access to the Instagram page so employees can instantly post anything exciting happening within the store, a quick snap of new stock or images of their own AOS outfits. This keeps consumers updated online and makes it easier to reach shoppers in Manchester who might see the post during shopping, find something they like and go to the store on the same day.
As AOS thrives in different stories, the staff will have varying styles and their duty is to reflect this through their uniform. The dress code is to be dressed in AOS to ensure when consumers ask about products they are representing their own brand and not selling others. Staff will receive a work allowance each season to ensure they keep dated with each collection.
7.3
TRAINING + INCENTIVE Along with essential training into customer service and regulations, staff will have frequent sessions on product knowledge to ensure they can work in areas other than their own specialised areas if need be. As members will now have access to the brands’ social media, there will be guidelines classes to show them what is expected of the posts, so they are all within brand. Staff will be paid throughout training and provided of breakfast/ lunch. There will be three full days of training the month prior to launch.
Fig.15 Staff mobile phones
Relating back to the consumer competition (see marketing plan) staff collectively choose the winners for this to ensure everybody feels involved and as part of a team in time for the launch. A similar theme will run along inside the staffroom as there will be a vote each week for the “best-dressed” employee. Their picture will then be posted online for AOS followers to see and they will win some small treats. This acts as another incentive for employees to make an effort when dressing for work.
8
PROJECT MANAGEMENT
June 2015 - May 2016
8.0
8.1
BUDGET
SCHEDULE EST.COST (ÂŁ)
COMPONENT
ACTIVITY -Planning permission and premises lease contracts to be signed.
- Store rent - Per Annum
220,000
- Store Design (building work, designs)
65,000
- Furniture (fixtures, rails, mannequins etc for store)
30,000
- Installation for store window display
-Keys for premises are handed over. -Architects and interior designers can see the space and being with initial plans and design for store. -The overall plans are given to AOS for approval . -Builders begin work in the store.
10,000
DATE May - July August - October November December - March
-Buying team plans out furniture and fittings for store. - Digital elements (Ipads, Iphones for staff and the production for special
43,000
software to be used in the fitting rooms and on the dressing tables).
-Technology team to start work for digital elements. - Advertisements for store employees + interviews.
- Staffing (total for 4 day training sessions and first three months of opening) - Contingencies
January - February
53,416 20,000
TOTAL = ÂŁ441,416
- Builders finish work and interior designers bring in furniture and set-up store.
March
- Newly hired staff begin training and stock is bought into the new store.
April
- Liz West will set up installation. - Visual merchandising team and stylists add finishing touches to the store with campaign visuals and digital technology set-up.
May
9
CONCLUSION The components covered in the store proposal ensure that AOS are able to move the brand further with the Manchester set up presenting brand identity accurately. This has been carried out by identifying different areas such as suitable location, in-store visuals and customer service. When analysing Manchester city centre it was clear that the chosen location of New Cathedral Street was the perfect spot for AOS. A visit to the premises and surroundings areas proved there is scope in the area, especially as two of the brands’ largest competitors are also based there. With both Zara and Reiss establishing their consumer base and position in the area, AOS are open to the targeted market immediately and can attract these customer by the addition of elements around customer service and visual appeal. As the proposal covers these visual appeal areas with the objective to widen the use of digital elements within store, the devices for social media interaction, advice and app for stylists to search stock are all ideas that link with the brand values yet fulfil customer desires. Non-digital methods such as providing incentive for employees to win competitions and make business decisions will encourage them to also enhance customer service - giving an unforgettable experience. Another form of making the store exciting for the market and Manchester is the concept of collaborating with Liz West on the store window display. It is hoped that this installation brings the overall campaign to life and is again another simple yet interactive element to add into the store as well as gaining respect from the city’s shoppers as they see AOS is supporting the Manchester arts crowd. To conclude, the carefully selected factors of the store proposal look hopeful in covering objectives in catering for the market, distinguishing from competitors and adding in digital elements. The effectiveness of the approach will be measured through feedback from customer traffic in-store, sales and feedback from consumers - all of which can be measured by the store manager over the first six months of opening. Should there be any issues or elements that need changing, there has been a contigency value of £20,000 reserved.
10 REFERENCES
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Lau, S. (2013, March 19). & Other View. Retrieved from http://stylebubble.co.uk/style_bubble/2013/03/other-view. html
Phone case, (N.D) [photograph] retrieved from http://www.stories.com/gb/Accessories/Cases/Graphic_Sunset_Iphone_5_ Case/582758-103938382.1
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Rickey, M. (2013, March 8). High-concept outlet from H&M influenced by fashion bloggers. The Guardian. The Guardian. Retrieved from http://www.theguardian.com/fashion/2013/mar/08/regent-street-retail-other-stories
New Cathedral Street maps, (2015) [photograph] retrieved from https://www.google.co.uk/maps/place/ new+cathedral+street/@53.483877,-2.244483,15z/data=!4m2!3m1!1s0x0:0xaaf55cc164971f76?sa=X&ei=-l5SVe2LBYKTyQOR4YF4& ved=0CIIBEPwSMA4 Woman using Ipad, (2013, December 25). [photograph] retrieved from http://www.theguardian.com/technology/2013/dec/25/20best-apps-for-new-tablet-computer-ipad-android
CREDITS All proposed 3-D store layouts designed by Holly Bradshaw (Interior Design at The University of Huddersfield).