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Laduree, a prestigious pastry company, has been revolutionizing the baked goods industry since its founding in 1862 (Laduree, 2015a). However, since its humble beginning, the company has grown internationally, resulting in much successes. These successes include, as mentioned, entering new markets, increasing in sales revenue, and a diversifying product their offering that spans multiple industries. The purpose of this report is to focus on Laduree’s success, primarily in their diverse product offering. The brands four extension brands offer immense potential for the company, especially their beuaty line. Throughout the duration of this book, the Laduree brand will be thoroughly analysized, specifically within its Asian Pacific market. Hong Kong, in particular, offers endless potential for retailers in every aspect of business. By determining the right customer segment, the Laduree brand could successfully build a popup shop that creates needed synergy between the Les Merveilleuses brand and the rest of the Laduree. Through brand exploration, customer research, and location analysis, the design needs for Laduree’s Hong Kong pop-up shop will be depicted. Along with the depiction of the retail space, the brand’s marketing strategy will be explored to further the success of the pop-up.
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CONTENTS
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GOALS & O B J E CTIV ES AB O UT LADUR EE M AR K ET R ES E AR CH S W O T A N A LY S I S C U S TO M E R R E S E A R C H COM P E TITI O N P R O DU CT O FFER IN G S ALES CH ANNELS
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LO C AT I O N S E L E C T I O N C I T Y A N A LY S I S J U S T I F I C AT I O N MOO DB OAR DS R ENDER IN G PLANOGRAMS
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P R O D U CT A S S O R TM E N T J U S T I F I C AT I O N PR ICIN G
MEDIA ADS I N S TA G R A M
R EF ER EN CES P H OTO R E F E R E N C E S
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Laduree has done an excellent job positioning itself next to influential figures, time periods, and social events that have allowed it to flourish as one of the most successful patisseries in the world today. While it has succeeded in countless areas, the brand has lacked in aligning its beauty brand with the rest of its product lines. The brand offers its customers four additional brands under the Laduree name, however, the umbrella brand and its macaron selection overshadow the additional products. This offers a valuable opportunity for the brand. The main goal of my pop-up shop is to tie together all the other products Laduree has to offer, focusing on the beauty brand in particular. When conducting field research, it was apparent that the brand tries to incorporate at least one item from each of its extension brands, except for their beauty line. I believe that including these products next to the infamous macarons and pastries the company will be able to enhance their overall image as well as increase sales revenue. By tapping into the growing beauty market in the Asian Pacific market, I believe this pop-up shop will be able to succeed on countless levels. By placing the pop-up shop in a significant tourist destination here in Hong Kong, the brand will be able to reach a much wider consumer base.
AB O UT THE
B R A N D Laudree is a French pastry shop that began as a small bakery in 1862 (Tumblr, 2015). Since its humble opening, the brand has expanded globally, reaching new markets and places at an unprecedented rate. The brand has not only opened new locations across the globe but they have also began selling in third party retails, like Sephora (Tungate, 2015). The Laduree brand is owned by the Holder Group, who also owns the rights to White Castle, Paul, Saint Preux, Bread Factory, IFH, The Duration, and Penetude (Groupe Holder, 2009b). Each of these brands offer the world a different take on pastries and baked goods; Laduree is no exception. The Holder Groupe states that, Each Laduree establishment has a different story to tell, with a common theme being pleasure and well-being in all forms including timeless settings where guests can soak up the marvellous atmosphere as they tuck into the delicious sweet or savoury products (Groupe Holder, 2009a). These stories that each Laduree tells originates from its rich history and attention to brand heritage.
LADUR EE ’ S
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1997
The first Laduree originated as a small bakery located at 16 Rue Royal in Paris, France by Louis Ernest Ladurée, a miller from southwest France (Tumblr, 2015).
The tea room was enlarged thanks to Pierre Desfontaines, Ladurée’s second cousin (Tumblr, 2015).
A second Ladurée address that offered both a restaurant and tea room opened on the Champs-Elysées (Tumblr, 2015).
The Garnier Opera opened and the area surrounding the Madeleine quickly became one of Paris’s most important and regal business districts (Tumblr, 2015).
The Holder Group, started by both David Holder and his father Francis Holder, purchased the Laduree brand (Tumblr, 2015).
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1993
According to Laudree’s Tumbler (2015), “The mission of the President David Holder is thus to bring back the great classics, which have contributed to the reputation of this ‘salon de thé’, as well as create an environment for gastronomic creativity in Paris.”
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2013
A fire allowed for the Laduree family to transform their bakery into a true pastry shop (Tumblr, 2015).
Laduree first entered the Hong Kong market with their first of three locations in Harbour City (Hong Kong Means Business, 2015).
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While the pop-up shop is going to integrate Laduree’s beauty line, it is first and foremost a pastry shop. Its heritage and roots are tied to its first bakery. The brand’s image is revolved around the macaron, therefore it is important to understand the pastry marketplace in the Asian Pacific market. With the rise in health awareness, baked goods are seeing a decline in sales (Euromonitor International, 2014). These sales relate to breads, cakes, and packaged baked goods. This awareness presents a great opportunity for Laduree. With such attention to the quality of goods and sweets, consumers are going to be more inclined to indulge in handcrafted goods. Euromonitor states that artisanal baked goods are expected to record higher valued growth than that of packaged goods (2014). Artisanal players will account for 75% of the Chinese baked goods market share in 2015 (Euromonitor International, 2014). Consumers are desiring fresher products so they will be more likely to seek out bakeries or pastisseries that offer those types of goods. The baked goods industry is an extremely large one. While overall sales may decrease as a whole in China, Laduree should not be worried (Euromonitor International, 2015a). The brand offers a unique enough product with a perception of luxury to all consumers. This upper hand will allow them to remain afloat in the Hong Kong baked goods market.
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With a focus on aligning Laduree’s beauty line, Les Marveilleuses, it is essential to delve into the beauty market specific to the Hong Kong region. The beauty market is rapidly expanding in the Asian Pacific market. This expansion is beneficial to the brand not only from the residents of Hong Kong but the tourists visiting this area are also contributing to this growth. Tourism has benefited many industries in Hong Kong over the years. Since 2013, the beauty and personal care industry has seen a 14% growth, equally out to $213 billion HKD. (Euromonitor International, 2015b). While the target market for Laduree’s pop-up shop will be later discussed, it is important to note the largest group purchasing these beauty products. While many Western tourists visit Hong Kong, there has been a rapid growth in Mainland Chinese who are entering the city and spending money (Euromotitor International, 2015b). These individuals are purchasing a wide array of beauty and skincare products. Here in Hong Kong, the Colour Cosmetics (lipsticks, blushes, eyeshadow, eyeliners, etc.) has the largest sales of all beauty products (Euromonitor International, 2015b). This sector of the beauty market has had consistent growth since 2009, starting from $1.5 HKD million to $2.1 HKD million in 2014 (Euromonitor International, 2015b). These statistics are of importance to the Laduree pop-up when understanding the potential for their beauty products. The brand’s most famous product, The Mixed Face Color Rose set, falls into the Coloured Cosmetics category (Les Merveilleuses LADURÉE, 2015). Understanding that the brand’s most influential facial product falls in the highest grossing category in Hong Kong shows that the brand has potential to grow with the help of a pop-up shop that integrates these products into its infamous pastry sector.
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A N A LY S I S Strong brand image
High price points for products
Dedication to heritage and history
Gap in product awareness
Cohesive brand aesthetic
Product shops not placed together
Broad product assortment
Inability to purchase beauty products online
Wide global reach
Confusing e-commerce navigation
Aligned with exclusive markets
Minimal customer service
Diverse customer base
Hong Kong locations are very small
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Rise in awareness of product offering
Inexpensive beauty & pastry brands
Growth in Asian beauty market
Shifts in spending to economy shifts
Scale of international outreach
Scale of international outreach
Attentiveness of customer service
Decline in beauty & pastry appreciation
Accessible e-commerce website
Accessibility of competitors
Larger spaces for more customers
Loss of interest in brand consistency
Rise in quality appreciation
New makeup & baked good trends
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Laduree has worked exceptionally hard to place themselves alongside brands of extreme luxury. This is true for all of their locations, including Hong Kong. Their retail locations here in Hong Kong are all extremely high-traffic areas that are visited by a vast array of individuals who would be considered Laduree consumers. While anyone can shop at Laduree, by aligning their brand with luxury retailers, they target a specific consumer base. There are two customer segments that are key for not only the success of Laduree as a whole but the pop-up shop as well. These consumers are the middle to upper class residents and tourists, both Western and Mainland Chinese. The individuals who reside and visit the areas where Laduree operates are top tier, affluent individuals who value luxury goods (Euromonitor, 2015c). The individuals who regular visit these areas have a much higher disposable income than many Hong Kong residents. To put this into perspective, the average disposable income in Hong Kong equates to roughly $94,466 USD (Euromonitor, 2015c). These individuals value quality so they are will to pay for exceptional baked goods, opposed to what they could get at the nearest super market. The second customer group for Laduree and the pop-up shop will be the tourists that visit the area. Hong Kong is a major tourist destination for many different reasons. It is known for its shopping, particularly in the luxury sector. When it comes to shopping in general, 9 out of 10 tourists consider shopping a main activity when they travel (Neilson, 2014). This statistic goes to show that the residents in the area may cut back on spending, the tourism market will present the impulsive desire to purchase unique products. While the upper class residents in Hong Kong are important for the current Laduree retail spaces, it will be the tourists who will present the greatest opportunity for the pop-up space. With a focus on sweets and beauty, the younger millennial female, traveling with family, will be the type of consumer most attracted to the pop-up space.
C U S TO M E R
PROFILE Mei is a 21 year old student from Mainland China. She is finishing up her last year of college and is currently looking for a job once she graduates, Since she still resides at home, she relies on the help of her parents to help pay for both major and minor expenses, such as beauty and clothing. Mei is an only child so her parents enjoy spending as much time and as possible with her and do not mind spending money on her. One way that they do this is through traveling to surrounding areas when Mei is on break from her studies. Their trips consist from day trips to cruises. In reference to VALS, Mei would be classified as an Achiever and Experiencer. She always puts her family first, pays close attention to details and schedules but is also fashion forward and values her friendships with her friends at school (Strategic Business Insights, 2015a,b). Valuing fashion and trends, Mei is the ideal consumer for the Laduree pop-up shop. She appreciates the diversity of Laduree’s products and values the brand’s value of sophistication and luxury in unique ways.
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Laduree truly is a one of a kind brand. Most pastisseries solely offer baked goods or a variety of sweets. However, Laduree has pushed that boundary and expanded their brand into other markets. The brand’s extension lines move into beauty,dining, and gourmet deserts. While their product offering is much more diverse than other bakeries, Laduree still has to compete with other brands in their field for the same consumers. Most of these brands, located here in Hong Kong, have positioned themselves either in the same area as Laduree or next to the same level of retailers as them.
D A L L OYA U Much like Laduree, Dallayau has en extremely rich history. Beginning its culinary excellence in 1682, the brand created a culinary institute that expanded into a luxury bakery, cafe, and fine dining selections (Dalloyau HK, 2015). Currently, the brand operates from 45 locations from France to Hong Kong (Dalloyau FR, 2015).
S E V VA Unlike Laduree and Delloyau, SEVVA is based in Hong Kong, focusing on the city’s cultural diversity (SEVVA, 2015). The brand boasts exclusivity by placing their tearoom and restaurant in the penthouse of Prince’s Building (SEVVA, 2015).This particular competitor offers a full experience from the Tea Room, Ms B’s Sweets, Taste Bar, and lounge (SEVVA, 2015). Similar to Laduree, SEVVA offers consumers a wide array of products but with a focus on the dining sector.
J E A N - P A U L H E V I N This chocolatier operates in five different global regions; France, China, Japan, Taiwan, and Hong Kong. While the main focus of Jean-Paul Hevin, they too offer a range of products that align with Laduree. They offer chocolates, macarons, pastries, baked goods, and small gifts (Jean-Paul Hévin Hong Kong, 2015). Within Hong Kong, the Jean-Paul store is located in Harbour City, near Laduree’s beauty station.
W E L L C O M E , J A S O N ’ S M A R K E T, PA R K N S H O P These retailers provide the Laduree consumer with similar baked goods at more affordable prices. They also provide ingredients that allow customers to make their own baked goods in the comfort of their own home. For this reason, these three markets act as indirect competition for Laduree’s pastry line.
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Although Laduree is not a beauty brand, it is important to be aware of their competition in this market in regards to the pop-up shop. Laduree has created a beauty line that stands out above the rest. However, they have a variety of competitors who offer their consumer similar products with similar packaging aesthetics for either a cheaper price or at a more accessible sales channel. Below I have named the top brands that are in line with Laduree’s Les Marveilleuses.
C H A N E L With the same hometown of Paris, France, Chanel is another competitor for the Les Marveilleuses brand. While Chanel offers a more narrow product assortment with fewer colors in blushes and eyeshadow, the price points are similar to that of Les Marveilleuses (Chanel, 2015). The company is built of heritage and prestige, much like Laduree. The individuals who regularly shop at Chanel would feel comfortable purchasing similar products from Laduree. Chanel, like Laduree, also offers multiple products that are attainable for the consumer who cannot afford the more expensive products.
G U E R L A I N The heritage and culture of this brand dates back to 1828, spanning over five generations of Guerlains (Chesters, 2012). While the brand began as a perfume house, they have since expanded into lotions, balms, as well as makeup (Chesters, 2012.) The brand is currently owned by LVMH which helps to add to the brand’s exclusivity and luxurious aesthetic (Chester, 2012).
TOO FACED Similar to that of Laduree, Too Faced focuses on femininity and glamour (Too Faced, 2015). The inspiration behind this girly brand is based around the founders Jerrod Blandino and Jeremy Johnson’s love for Paris (Too Faced, 2015). Unlike Laduree, Too Faced does not currently have a counter here in Hong Kong. However, they have a full e-commerce site as well as sales channels through third party retailers.
S A S A , C O L O U R M I X , WA T S O N S These three retailers offer similar products to the consumers who would shop for makeup at Laduree. They provide consumers with a full range of beauty and skin care products at a much more affordable price range. This range in both product and price present them as indirect competition for Les Marveilleuses.
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Since its founding, Laduree has famously been known for their macaron. While this particular item embodies the brand, it is not the only product that the company offers. As previously mentioned, Laduree is a French pastry shop. They offer sweets that span from the iconic macron to cakes and various desserts. Along with the pastry shop, the brand also offers their customers products that span across four additional extension brands.
L A D U R E E B E A U T E Elegance and refinement. These two words are at the heart of this particular brand under the Laduree name. The product under this name range from home fragrances, perfumes, bath & body products, as well as perfumed candles (Ladurée Beauté, 2015). This particular line targets Laduree’s feminine shopper When describing the fragrances’ meaning, the website states, These feminine, delicious-smelling scents have led Ladurée to imagine the Lady at Her Dressing Table of a bygone era, those intimate moments in more romantic times when the senses were exalted to create the feelings necessary for the development of our imagination (Ladurée Beauté, 2015).
L E S M A R Q U I S D E L A D U R E E With the help of David Holder’s love and taste for chocolate, the Laduree sweet selection was able to be complete with the addition of this chocolate label (Les Marquis de Ladurée, 2015). The products under this line include chocolate bars, truffles, bouchees, bonbons, and more. This particular label has fourteen houses worldwide that are all crafted to create a unique and exceptional experience Les Marquis de Ladurée, 2015). L E S S E C R E T S L A D U R E E This brand is dedicated to small trinkets and gifts for all shoppers at Laduree. The aim of this branch is to allow consumers to purchase a part of Laduree and take it home with them. That way, they can relive their timeless experience over and over again. The products under this label range from small bags, key chains, cookbooks, gift boxes, gift cards, and much more. LES M A RV E I L L E U S E S L A D U R E E The final brand under the Laduree brand is their beauty line. This line offers products ranging from blush to eyeshadow to lipsticks. The idea behind this brand revolves around the idea of elegant women who wish too make themselves sophisticated in an aesthetic manner (Les Marveilleuses, 2015). The brand’s most valued and renowned product is their rose pedal blush, accentuating the cheeks. The line aims to inspire beautiful expressions in perfect harmony with their cheek products (Les Marveilleuses, 2015).
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With such a renowned brand image and product, it is natural for Laduree to have a variety of sales channels for each of its product categories. These categories are classified as brickand-mortar, e-commerce, and third party retailers. This range in channels has allowed the brand to expand globally, reaching consumers who may not be located near a physical Laduree store. Laduree currently has 84 physically locations worldwide with three here in Hong Kong (Laduree, 2015b). These stores are all strategically placed in areas of luxury or cities that have great retail sales potential. David Holder discusses the locations by stating, I find for Ladurée the most beautiful places around the world – the Champs Elysées in Paris, Ginza in Tokyo, Madison Avenue New York. For me, the Ladurée location is essential to our success. Customers know we are near the most beautiful luxury brands (Hong Kong Means Business, 2013). When it comes to third party retailer, Holder has also curated a list of quality to align the brand with. Brands such as Sephora, La Maison Couture, and Harrods all offer Laduree products. When it comes to e-commerce, there are a variety of gift boxes as well as home fragrances, candles, and small gifts that customers are able to purchase. The consumer is able to view images of the macarons, the boxes they come in, what beauty products are sold, as well as what recent collections the brand is working on. However, the brand thrives on creating an experience for their consumers in their brick-and-mortar locations.
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Laduree currently operates in three locations in Hong Kong; Harbour City, Times Square, and The Landmark in Central. These three locations cater to a very specific customer segment. The two Laduree houses who operate in the latter mentioned locations are positioned next to luxury brands across the board. For example, the location in the Landmark is situated directly next to Alexander McQueen. This level of luxury needed to continue throughout the pop-up as well, which is why 1881 Heritage was selected.
H E R I T A G E 1 8 8 1 This space has a very rich history, making it the ideal location for Laduree’s heritage to continue. 1881 Heritage began as the original Marine Police Headquarters, dating back to the 1880’s (1881 Heritage, 2015a). With a location directly across from Hong Kong Island, the shoppers at 1881 Heritage are able to experience incredible views of the city. When not overlooking the sites, the customers are able to immerse themselves in the Victorian architecture throughout all five of 1881 Heritage’s buildings (1881 Heritage, 2015a). The sophisticated atmosphere of this space is further emphasized by the retail shops, boutique hotel, and fine dining offered. L U X U RY S H O P P I N G A. Lange & Söhne, Blancpain, Brequet, Cartier, Chopard, Emporer, IWC Schaffhausen, Jaeger-LeCoultre, Kwanpen, Mont Blanc, Piaget, Roer Dubius, Rolex, Shanghai Tang, Tiffany’s & Co., Tudor, Van Cleef & Arpels, Vacheron Constantin, and Puyi Optical. (1881 Heritage, 2015d). F I N E D I N I N G Loong Toh Yuen, St, George, Stables Grill, The Parlour, The Mariners’ Nest, Gallery Cage & Dining, and Prince Restaurant (1881 Heritage, 2015b). HOTEL
Hullet House (Heritage 1881, 2015b).
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T S I M S H A T S U I E A S T The area that Heritage 1881 falls into is Tsim Sha Tsui East or TST, home to 22, 386 Hong Kong residents (2011 Population Census Office, 2012). This area is considered one of Hong Kong’s most famous areas for shopping and entertainment (Travel China Guide, 2015). There are countless luxury retail destinations that bring both business professionals and tourists alike. While it is notable to mention that upper-middle class and upper class Hong Kong residents do frequent this area, the most influential group are the tourists who visit the area. T O U R I S M Tourists from all over the world visit Hong Kong on an annual basis. These individuals visiting the city either come solely for Hong Kong’s attractions or as a detour to another location. 1881 Heritage is located directly across from Star Ferry Pier, a destination for many Hong Kong guests. While there has been a decline in tourism overall, it is still one of the cities major pillars for income (Hong Kong Tourism Board, 2015). However, this decline is expected to turn around. By 2018, the number of inbound tourists is expected to equal roughly 34 million overnight visitors (Euromonitor International, 2015d, p.2). The largest groups of individuals visiting the city include Mainland Chinese at 3.5 million, Northern Asia residents at 199 thousand, and Europe, Africa & the Middle East at 165 thousand (PartnerNet, 2015). T O U R I S M I N T S T Applying these statistics to the TST area, it is important to understand where these individuals are traveling from. A majority of these individuals are arriving by either land or air, however, Heritage 1881’s relation to Star Ferry Pier means that the cruise tourists will be the ones who will be exposed to the Laduree pop-up shop first. Calculating the exclusivity of the area based on attractions, retail spaces, and expected cost of living, the individuals both residing and visiting this area have a higher disposable income than the general public These individuals will be more inclined to indulge in what the pop-up shop has to offer.
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The decision to locate the Laduree pop-up in 1881 Heritage was based on three main categories; exclusivity of retailers in the area, relativity to public transportation, and exposure to tourists.
S U R RO U N D I N G R E TA I L E R S Heritage 1881 offers consumers a variety of high jewelry and accessory shopping options, however, the type of customer is not solely going to want just jewelry when they shop. The surrounding area to the mall offers shoppers a wide arrange of shopping options in both retail, beauty, and baked goods. Canton Road, located directly next to 1881 Heritage, is home to retailers that include, but are not limited to: Lane Crawford, Hermes, Louis Vuitton, Gucci, Agnes B, and more. PUBLIC T R A N S P ORTA T I ON While a large amount of tourists and residents will be arriving by foot to the pop-up shop, not all tourists or Laduree customers will be able to directly access the pop-up. For this reason, the relation to either MRT stops or a bus terminal is essential. 1881 Heritage is situated near seven MRT entrances, the Star Ferry Bus Terminus, and the Star Ferry Pier (1881 Heritage, 2015c).
T O U R I S T S Finally, all of these qualities and requirements are justified by the tourists. Accessing these individuals and situating Laduree in a space that is already frequented by upper class individuals will assist in the success of this pop-up.
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Valentino Red Pop-up Shop
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The pop-up shop would be at the center of the common area at the mall. It would take up a majority of the space, making the first thing tourists see when entering the premises.
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P A R I S I A N C A F E As noted time and time again, Laduree prides itself on its history and culture. For this reason, I want to stay true to the brand’s aesthetic when it comes to the exterior of the pop-up space. I want to incorporate all of the same tints and tones through their iconic mint green color, accented with gold, surrounded by cream. Through this connection, I believe the pop-up design will not only fit effortlessly into the Heritage 1881 space but also resonate with the Laduree consumer. The images I have compiled in the following moodboard relate to Laduree in many ways but I also wanted to bring in the idea of Parisian leisure through a cafe-esc vibe.
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R O C O C O S T Y L E While the exterior will remain similar to the flagship Laduree, the interior will be a blend of the classic Laduree interior and the Les Marveilleuses ideology. To fully encompass this aesthetic, I have taken inspiration from the Rococo art movement as well as Marie Antoinette. By incorporating feminine, pastel colors and mixing in gold and white ornate detail, the level of luxury the beauty brand is known for will shine through. The fixtures will be all floor. These paintings to
on the wall as well as the pastry counter white to accompany the black and white tile clean palette will allow the wall detailing and shine through, creating a beautiful environment.
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*Incorporate elements and materials from already existing Laduree stores but spin them in a way that more resembles the Parisian cafe vibe and aesthetic.
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1. 3 gold & crystal chandeliers 4. 9 marble patio tables
2. 3 circular white tables (2 large, 1 small)
3. 2 coat hangers for small accessories
5. 4 white framed shelves (2 large, 1 v shaped for bar)
7. 27 patio chairs
8. 4 - 5 large framed mirrors
10. 1 black & white marble pastry counter with cashier
6. large black and white tiled floor
9. 4 bar stools
11. 2 narrow tables for candle display
12. 9 flower boxes for windows
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O V E R V I E W The shelving that occupies the entirety of the wall offers both product that can be viewed at eye level as well as decoration . The product that can be actually purchased will only occupy the first four selves for the left, center, and right shelving. The justification for this is due to the fact that employees or customers will not be able to reach the higher items. The next page will offer images and shelve rows for the employees to place on the wall. While the items will need to remain on the appropriate shelve, the pop-up staff have the authority to place them however they see aesthetically pleasing.
The counter display will include the chocolates, pastries, and macarons. They will be displayed as seen in the picture on the right.
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From left to right, the product will be placed every other cubical for four consecutive rows. Between the products, there will be macaron boxes or merchandise for decoration. Each row will be organized the same to remain consistent with all Laduree locations. The items that need to be placed will include:
Start with 20 tea boxes that
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will occupy . The employees can determine which colors to implement. This will repeat in cubical 7.
The 3rd cubical will be dedicated to honey. There
Following the tea boxes, the second cubical of each row will consist of macaron boxes. These boxes can be determined by the employees. What they feel fits best with the complimentary beauty products on the opposing walls.
will be 18 total honey jars and 6 boxes displayed. The last cubical of each row will be dedicated to shopping bags. The 4rd cubical will be dedicated to champagne. These will not be for sale,
*The rows will repeat themselves besides the last cubical of shopping bags.
Each cubical in these rows will be dedicated to one luxury hamper. The will differ in color in each row and alternate by cubical.
CENTER TA B L E S
ROW 2 & 4
soley for decor purposes.
12 bags will also be placed on each coat rack near the checkout.
8 candles in, placed side by side will go on each side of the center make-up bar.
O V E R V I E W The shelving that occupies left side of the wall will follow the same order and organization of the main shelving. Please refer to the Wall One page for the shelving requirements. Please refer to the following page for the set up for the make-bar. Much like the previous wall, the employees will be able to set up the product however they will appeal to the space of the pop-up.
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S H E L V I N G The left side of the make-up bar will consist of foundation and face products. These items will be organized neatly so that the customers are able to sit at the bar and clearly see each of the products in the foundation line. The items that need to be placed will include:
MAKE-UP S H E LV I N G
B OTTOM
The bottom left hand cubical will include the Facial Powder. There will be 6 of these products in each cubical. They will be evenly placed between two rows of three.
The bottom right hand cubical will include the Facial Compact Powder. There will be 10 of these products in each cubical. They will be evenly placed between two rows of 5.
TO P
Above the Facial Powder will be the Fluid Foudation. These will also be divided into two sections. Each section will have 2 rows of 4, so a total of 8 per mini-shelf.
The Touch Up Foundation will reside next to the Compact Powder. The amount of this item will be up to the employees’ discretion. The space needs to be fully occupied without being crowded.
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TO P The top right hand cubical will include the eyeshadow and eyebrow palettes. The number of palettes should be even but the exact number should be determined based on availability of space.
The bottom right hand cubical will include the mascara. Like the brushes, these items will be placed in a showcase facing the customers.
CENTER
B OTTOM
MAKE-UP BAR
The right side of the make-up shelving will be dedicated to colored makeup items. These products include eyeshadow, mascara, blush, eyebrow palettes, and utensils the product will be placed every other cubical for four consecutive rows. The items that need to be placed will include:
To the left of the palettes will be the make-up brushes. These will be placed upright in a display case to show the full appearance of each brush. There should be no more than 5 in a row.
The center, bottom portion will be dedicated to cups and how the brushes can be displayed at home. These items will not be for sale. They are there to offer inspiration to the customers.
The mini blush sets will be placed between the palettes and the mascara. This allows for full visual of this key product. There will be a total of 6 in the cubical, 3 per row.
O V E R V I E W The left side of this wall will be the continuation of the make-up bar shelving. Unlike the continuous shelving for the main product, this side of the shelves will consist of different make-up products. When compared to the renderings, one can see that the makeup The table on the right will be described on the next page. These products and placement description will be described on the following page.
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C O N T E N T S Continuing for Wall 3, this page depicts the three tables seen. They will be situated under the windows, to the right of the entrance, facing both the candle stands and the counter. Each table will include a variety of different items. These items should follow the general guideline in terms of center pieces but the amount of each item and the color of each is up to the employees of the pop-up. The items that need to be placed will include:
2 OUTSIDE TA B L E S
Small macaron boxes will accompany the other packaged items around the table
One tower above the Luxury Hamper at the center of the table.
One Luxury Hamper at the center of table under the tower.
Small packaged goods to fill the table space
4-5 make-up pouches surrounding center piece.
CENTER TA B L E
One Luxury Hamper at the center of table under the tower.
One tower above the Luxury Hamper at the center of the table.
6-10 blushes to surround the Luxury Hamper.
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O V E R V I E W The shelving that occupies right side of the wall will follow the same order and organization of the shelving on Wall One. Please refer to the first page for the shelving requirements. The table on the left will also be the same as the table depiction for Wall 3.
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R E N D E R I N G S The following pages show what the pop-up space will ultimately look like. SCAD Interior Design student Skye Moir created the renderings seen. Through collaboration, we were able to turn something that began as just a simple idea into something tangible. These mock-ups truly bring to the light the overall idea of the Laduree pop-up shop. By including these, I hope the viewer is able to better understand the vision.
LADUREE PARIS
1
3D View 7
LADUREE PARIS
1
3D View 5
1
3D View 6
03
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A S S O R T M E N T
A S S ORT M E N T C A T E G OR I E S
P E RC E N TA G E
MACARONS & P A S T R I E S
40%
B
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35%
H O M E FR AGR AN CES & C A N D L E S
10%
SMALL
5%
E
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GIFTS
CH O CO LATES
10% TOTAL
100%
J U S T I F I C A T I O N The above product assortment was based off of careful research and observation at existing Laduree locations present here in Hong Kong. My findings taught me that there is a distinct gab between the brand’s food lines and its beauty brand. It is for this reason that 35% of the pop-up space will be dedicated to the various beauty products that Laduree has to offer. Since the macaron & pastry lines account for most existing sales, this will account for 40% of the pop-up offering. This product category is what will entice the individuals who are not as aware of the brand as others. Finally, the remaining 25% is dedicated to the other products the company offers; chocolate, home fragrances & candles, and small gifts. These are included in the assortment plan to help enhance product and brand awareness for Laduree amongst the general public.
M A C A RO N S & P A S T R I E S
P E RC E N TA G E
B E A U T Y
P E RC E N TA G E
M A C A R O N S
50%
15%
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10%
F R U I T J A M S & H O N E Y
M I X ED FACE CO LO R R O S E L A D U R E E
10%
M I S C . PA S T R I E S
30%
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TOTAL
100%
M I X ED CO LO R L A D U M I
FAC R OS R E N
E E E I
30%
T O U C H U P F O UNDATIO N
15%
H O M E FRAGRANCES & C A N D L E S
P E RC E N TA G E
M A K E - U P P O U C H E S
5%
C A N D L E S
100%
EYEBROW/SHADOW P A L E T T E
10%
TOTAL
S G
M I
A F
L T
L S
S H O P P I N G B A G S
100%
M A S C A R A
5%
FLUID FOUNDATION
10%
P E RC E N TA G E
MAKE-UP BRUSHES
5%
100%
F O UNDATIO N C O M P A C T
5%
TOTAL
100%
CHOCOLATE
P E RC E N TA G E
C H O C O L AT E B A RS & SQ U A R ES
45%
CH O CO LATES
30%
M I S C . PA S T R I E S
25% TOTAL
100%
TOTAL
100%
* S E L E C T I O N J U S T I F I C A T I O N The make-up assortment was carefully curated in order to properly align with the other products being offered in the pop-up shop. The Les Marveilleuses Laduree make-up line falls into the luxury category of beauty while the other Laduree products reside more in the premium sector. For this reason, there is a variety of high and lower priced items from the make-up collection.
L A D U R E E A S S O R T M E N T
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M A C A RO N S & P A S T R I E S
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M A C A R O N S M I X ED C O L R OS E M I X ED CO LO R L A D U M I
FACE O R SET FAC R OS R E N
E E E I
$1318 HKD
$310
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$117 HKD
F R U I T J A M S & H O N E Y
$81-$142 HKD
M I S C . PA S T R I E S
$43-$910 HKD
H O M E FRAGRANCES & C A N D L E S
$310 HKD
M A K E - U P P O U C H E S
$310 HKD
EYEBROW/SHADOW P A L E T T E
$705 HKD
S G
M A S C A R A
$527 HKD
S H O P P I N G B A G S
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$150-$466 HKD
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M I
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$20-$1352 HKD
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FLUID FOUNDATION
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$125-$233 HKD
$682 HKD
MAKE-UP BRUSHES
$697 HKD
F O UNDATIO N C O M P A C T
$720 HKD
*All prices were located on Laduree.com, Amazon.com, and Imomoko.com
CHOCOLATE
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$20 HKD
M I S C . PA S T R I E S
$43-$626 HKD
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M A R K E T I N G P R O M O T I O N A L
S T R A T E G Y
J U S T I F I C A T I O N Since Laduree is an international brand, it is essential to utilize tools that are able to reach a wide audience base. These platforms include all social media outlets, however, there will be a heavy focus on Instagram. This platform allows customers to visualize all elements being implemented into the pop-up creation. Since the pop-up will be located in Hong Kong, there will also need to be external advertising to catch the attention of commuters. These locations will be MTR stations, bus stops, and sides of buildings. These advertisements will be able to reach both tourists and residents in all of the Hong Kong territories. While there will be some signs scattered throughout Hong Kong, the majority of the signs will be in the TST and Central areas simply due to the physical location of the pop-up. Regarding the content of the signs and campaign themselves, it will focus on Marie Antoinette and her lavish living. The interior of the pop-up is inspired by Rococo decor so this theme flows seamlessly from that idea. The following pages depict the examples of advertising through various mock-ups
L A D U R E E I N S T A G R A M
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V I S U A L As seen in the renderings, there will be two windows at the entrance of the pop-up shop. These windows will be facing the individuals sitting at the surrounding tables as well as the individuals walking by. On the following page I have provided images that portray the types of visuals that will be in these display.
05
R E F E R E N C E S
1881 Heritage, (2015). History. Retrieved 9 November 2015, from http://www.1881heritage.com/flash/#/en/history/ 1881 Heritage. (2015). Hotel & Fine Dining. Retrieved 9 November 2015, from http://www.1881heritage.com/flash/#/en/hotelnrestaurant/ 1881 Heritage. (2015). Location Map. Retrieved 9 November 2015, from http://www.1881heritage.com/flash/#/en/locationmap/ 1881 Heritage. (2015). Luxury Shops. Retrieved 9 November 2015, from http://www.1881heritage.com/flash/#/en/shopping/ 2011 Population Census Office. (2012). Fact Sheet for Yau Tsim Mong District Council District (pp. 1-3). Hong Kong:
Census and Statistics Department. Retrieved from
http://www.census2011.gov.hk/pdf/fact_sheets/DC/E00e.pdf
Chanel. (2015). Makeup. Retrieved 15 November 2015, from
http://www.chanel.com/en_SG/fragrance-beauty/makeup.html
Chesters. A. (2012). A brief history of Guerlain. The Guardian. Retrieved 9 November 2015, from http://www. theguardian.com/fashion/fashion-blog/2012/mar/26/brief-history-guerlain Dalloyau FR. (2015). French House of Gastronom. Retrieved 9 November 2015, from http://www.dalloyau.fr/en/dalloyau-house Dalloyau HK. (2015). DALLOYAU - Hong Kong. Retrieved 9 November 2015, from http://www.dalloyau.hk/aboutu_ s.html Euromonitor International. (2015). Baked Goods in China. Retrieved from http://0-www.portal.euromonitor.com.library.scad.edu/portal/analysis/tab Euromonitor International. (2015). Beauty and Personal Care in Hong Kong, China (pp. 1-5). Euromonitor International.
Retrieved from http://0-www.portal.euromonitor.com.library.scad.edu/portal/analysis/tab
Euromonitor International. (2014). Breads, Cakes, and Pastries: A Global Market Overview. Retrieved 28
September 2015, from http://www.euromonitor.com/bread-cakes-and-pastries-a-global-market-overview/
report Euromonitor International. (2015). Income and Expenditure: Hong Kong. Retrieved from http://0-www.portal. euromonitor.com.library.scad.edu/portal/analysis/tab Euromonitor International. (2015). Tourism Flows Inbound in Hong Kong, China (p. 2). Euromonitor International. Groupe Holder. (2009). A Taste for Excellence. Retrieved 9 November 2015, from http://www.groupeholder.com/va/marque-laduree.php Groupe Holder. (2009). Groupe Holder. Retrieved 9 November 2015, from http://www.groupeholder.com/index.php Hong Kong Means Business. (2015). Sweet Success. Retrieved 27 September 2015, from http://hkmb.hktdc.com/en/1X09R2WY/venture-hong-kong/Sweet-Success Hong Kong Tourism Board. (2015). Tourism (p. 1). Hong Kong: Hong Kong Tourism Board. Imomoko, (2013). Laduree | Best Selling. Retrieved 9 November 2015, from http://www.imomoko.com/brands/ les-merveilleuses-de-laduree.html?dir=desc&limit=32&order=selling&p=1 Jean-Paul HĂŠvin Hong Kong. (2015). Boutiques. Retrieved 9 November 2015, from http://www.jeanpaulhevin.com.hk/content/18-hong-kong
Ladurée. (2015). The History of Ladurée House. Retrieved 28 September 2015, from https://www.laduree.com/en_int/#!brand/history Ladurée. (2015). Ladurée: Home House. Retrieved September 28, 2015, from https://www.laduree.com/en_fr/ Ladurée Beauté. (2015). Ladurée Beauté : The Brand. Retrieved 9 November 2015, from https://beaute.laduree.com/enc_ h/ Les Marquis de Ladurée. (2015). Les Marquis de Ladurée : Brand History. Retrieved 9 November 2015, from
https://marquis.laduree.com/en_int/#!brand/history
Les Merveilleuses LADURÉE. (2015). Brand Story | Les Merveilleuses LADURÉE. Retrieved 9 November 2015, from http://www.lm-laduree.com/en/brandstory/ Nielsen. (2014). Tour the Store: Mainland Chinese Tourists Represent a Big Opportunity for Retailers Hong Kong.
Retrieved September 28, 2015, from http://www.nielsen.com/us/en/insights/
news/2014/tour-the-store-mainland-chinese-tourists-represent-a-big-opportunity-for-hong-kong-retailers.html PartnerNet. (2015). Research & Statistics of Travel Industry. Retrieved 9 November 2015, from http://partnernet.hktb.com/en/research_statistics/index.html Sevva. (2015). SEVVA - ABOUT SEVVA. Retrieved 9 November 2015, from http://sevva.hk/about_sevva.html Strategic Business Insights. (2015). Achievers. Retrieved September 28, 2015, from http://www.strategicbusinessinsights.com/vals/ustypes/achievers.shtml Strategic Business Insights, (2015). Experiencers. Retrieved September 28, 2015, from http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml Too Faced. (2015). About The Founders. Retrieved 9 November 2015, from https://www.toofaced.com/about-the-founders/ Travel China Guide. (2015). Tsim Sha Tsui, Shoppers’ Paradise, Avenue of Stars, Hong Kong. Retrieved 8 November
2015, from http://www.travelchinaguide.com/attraction/hongkong/kowloon/tsim_sha.htm
Tumblr. (2015). Ladurée | Ladurée History. Retrieved 9 November 2015, from http://the-laduree.tumblr.com/history Tungate, M. (2015). Here for Ladurée. Mark Tungate | Tungateinparis.com. Retrieved 27 September 2015, from http://www.tungateinparis.com/pages/articles-online-hereforladuree.html
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F L O R A L
B A C K G R O U N D
http://www.mardecava.com/onlineshop/1221-3762-thickbox/my-backyard-.jpg
E X E C U T I V E
S U M M A RY
http://www.thetruthaboutbeauty.co.uk/make-up/new-editorial-for-the-independent.html
H I S T O RY https://www.pinterest.com/pin/390828073890215800/
S W O T
A N A LY S I S
http://angrybtrf.blogspot.hk/2014/05/feriado-o-ilustracoes-para-post.html
C U S T O M E R
P R O F I L E
http://aeccrnticgirl.blog.163.com/blog/static/175201498201582822014269/
C O M P E T I T I O N http://chanel.com http://www.dalloyau.hk/macarons_flavors.html http://www.dalloyau.hk/chocolatesd_ arkc_ hocolates.html http://sevva.hk/msbs_sweets.html
http://toofaced.com
L A D U R E E
P R O D U C T
A S S O R T M E N T
https://fabricantdedouceurs.laduree.com/en_fr/boutique/secrets-laduree/tous/liquorice-large-keychain https://www.laduree.com/en_int/ http://www.lm-laduree.com/en/products/cheek/mixed_facec_olor_rose_laduree/ https://marquis.laduree.com/en_fr/
P O P - U P
L O C A T I O N
http://www.1881heritage.com/flash/#/en/locationmap/
S E L E C T I O N
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http://sirikwankwan.blogspot.hk/
P O P - U P
S H O P
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http://www.1881heritage.com/flash/#/en/floorplan/ https://www.pinterest.com/pin/145241156709410802/ https://www.pinterest.com/pin/359795457702956338/ http://sirikwankwan.blogspot.hk/
E X T E R I O R
M O O D B O A R D
http://www.mardecava.com/onlineshop/1221-3762-thickbox/my-backyard-.jpg http://antic-chic.blogspot.hk/2015/07/negocios-bonitos-la-fachada-es-el.html http://www.decorecomgigi.com/2012/10/azul-turquesa-agua.html http://interiorsbystudiom.com/wp-content/uploads/2015/01/412.jpg http://lacoolitude.tumblr.com/post/127808301956 http://www.parisworldwide.com.br/marcas/laduree http://www.spletnik.ru/blogs/krasota/104597d_ obroe-utro-spletnik
I N T E R I O R
M O O D B O A R D
https://linneabylinneanilsson.wordpress.com/tag/laduree/ http://m.prachachat.net/newsd_ etail.php?newsid=1412159662 http://www.ohmydollz.com/?p=fiche&pseudo=belacandice https://www.pinterest.com/pin/426293920951033787/ https://ritournelleblog.files.wordpress.com/2013/02/le-marquis-de-ladurc3a9e-store.jpg http://sgualberto.tumblr.com/post/128493799809
F I X T U R E
I N S P I R A T I O N
http://foodiepink.com/2013/04/17/laduree-ngee-ann-city/
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http://www.mercure-eng.fr/ http://www.myfatpocket.com/lifestyle/the-hour-glass-brings-luxurious-laduree-to-singapore.html http://www.polyvore.com/venice_goldc_ handeliern_ ew_from/thing?id=59735833
F I X T U R E
N E C E S S I T I E S
http://www.archiexpo.com/prod/stiltek/product-90284-837364.html#product-item 8_ 37358 http://www.bostonbelleblog.com/2015_09_01_archive.html
http://buystoreshelving.com/pursed_ isplay/handbagsd_ isplay_counter_rackR_ B33/index.htm http://www.decormorehospitality.com/Parisian-Table-with-Chrome-Ring-p/17-parisian-table-ring-24-r.htm https://marquis.laduree.com/en_fr
http://www.frenchbedroomcompany.co.uk/arthouse-cluster-framed-shelves-shelving-in-white http://www.houzz.com/photos/19972435/Howard-Industrial-Loft-Mirrored-Long-Sofa-Console-Ta ble-industrial-side-tables-and-end-tables http://www.houzz.com/photos/5083015/Tivoli-Extending-Round-Dining-Table-Almond-White-tradi tional-dining-tables http://www.lovemygarden.net/artificial-outdoor-plants/artificial-boxwood-foliage-in-trough http://www.mb3d.co.uk/mb3d/Marble_and_Tiles_Seamless_and_Tileable_High_Res_Tex tures_files/Tiles_05_UV_ M_CM_1.jpg
http://www.polyvore.com/venice_goldc_ handeliern_ ew_from/thing?id=59735833 http://trade.indiamart.com/search.mp?search=fancy+mirror http://www.uber-interiors.com/barstools/christopher-guy-cafe-de-paris-heel-bar-stool
P L A N O G R A M S http://www.defurniz.com/14-simple-photos-contemporary-bar-stools-with-back/ https://www.google.com.hk/search?biw=1033&bih=617&tbs=isz%3Al&tbm=isch&sa=1&q=white+ marble&oq=white+marble&gs_l=img.3..0l10.22912.24612.0.24805.12.10.0.2.2.0.128.893.6j4.10.0....0... 1c.1.64.img..0.12.896.YxeFYreiAn0#imgrc=s1E18cm7-oy0lM%3A https://www.google.com.hk/search?biw=1033&bih=617&tbs=isz%3Al&tbm=isch&sa=1&q=laduree+blush&o
q=laduree+blush&gs_l=img.3..0l3j0i30l2j0i8i30l5.3098494.3100683.0.3101003.12.9.0.0.0.0.518.814. 1j0j1j5-1.3.0....0...1c.1.64.img..9.3.814.8SdfCo7dYJg#imgrc=KRdc_4HglpxAGM%3A https://www.google.com.hk/search?tbm=isch&q=laduree+candles&spell=1&sa=X&ved=0CBgQvwUoAG oVChMIo5PumaaGyQIVBp-mCh3CHA2Y&dpr=2&biw=1033&bih=617#imgrc=eKPZAWljBirP 6M%3A https://www.google.com.hk/search?biw=1033&bih=617&tbs=isz%3Al&tbm=isch&sa=1&q=arched+win dow&oq=arched+window&gs_l=img.3..0l10.9745.10901.0.11245.6.6.0.0.0.0.100.444.5j1.6.0....0... 1c.1.64.img..0.6.443.fWCEFSWFqYU#imgrc=-vXAknKPMtF7OM%3A https://www.google.com.hk/search?q=french+doors&espv=2&biw=1033&bih=617&source=lnms&tbm=isch&sa=X&ved= 0CAYQ_AUoAWoVChMI14rW8IeIyQIVYa2mCh0nfQ6_#imgrc=8EryoqU-STnv7M%3A https://www.google.com.hk/search?espv=2&biw=1033&bih=617&tbm=isch&sa=1&q=city+street&oq=city+street&gs_l=im g.3..0l10.7252.8593.0.8761.11.8.0.3.3.0.101.624.6j1.7.0....0...1c.1.64.img..1.10.630.OV2w3ymvm SI#imgrc=_54OVNcT4vTFLM%3A www.laduree.com (all the product shots) http://urbanflipflops.blogspot.hk/2015/08/travel-tuesday-weekend-in-paris.html
M O C K U P S https://www.behance.net/gallery/17997063/FREE-Instagram-UI-iOS7-2014-Views-icons-elements http://graphicburger.com/down/?q=iphone-5-urban-photo-mockup http://imgur.com/gallery/eyjtA http://instagram.com http://www.mdig.com.br/index.php?itemid=33804 https://pixelbuddha.net/freebie/morning-device-mockups http://www.techclient.com/outdoor-advertising-billboard-signage-mockups-psd/
V I S U A L
M E R C H A N D I S I N G
http://lepetitparistravelplanning.blog.com/2012/07/02/le-leche-vitrine-window-licking-or-window-shopping/ http://www.laurenlovestoeat.com/2014_09_01_archive.html
http://patches.typepad.com/notes_from_the_patch/2013/07/tutorial-tuesday-56-french-macarons.html http://www.tripadvisor.com/LocationPhotoDirectLink-g60763-d2325970-i63722946-Maison_Laduree-New_ York_City_New_York.html