Cover: Photographer/ stylist: Hanh Pham Model: Katie Dobson
Introduction
8-9
The Vision
12 - 13
Concept Inspiration
16 - 19
Location
22 - 25
The Concept Store
26 - 29
Floor Plan
30 - 31
3D Simulation
32 - 53
Final Visual
56 - 103 Window Display
58
Indoor View
76
Final Visual (cont) Menswear Area
82
Womenswear Area
84
Dressing Room
88
Storage
98
Implimentaion
101
PR strategy
114
Marketing strategy
118
River Island is one of Britain’s best known high street fashion brands. It was set up in 1948 by Bernard Lewis under several name changes as Chelsea Girl, Concept Man, before becoming River Island in 1988. The stores can be found in most cities across the Uk, and the brand also has stores in Turkey, Poland, Ireland, the Netherlands and the Middle East. Especially, Singapore becomes the first franchise of River Island in Asia. According to the emerging economy of Asia and an understanding of Asian market, this Western brand projects to launch a flagship store in Vietnam. River Island Vietnam represents the Western brand and a new wind will be blown into Vietnamese fashion market. River Island Vietnam aims to reach a high class level and keep designing new flagship stores to introduce its image all over the world.
River Island is one the Britain’s best-known high street fashion brands, is successful in expanding overseas branches. With over sixty years of fashion retailing experience, they operate in many countries. The Western labe opened its first Asian flagship store in Singapore in 2007 for Western brand exploration. Meanwhile, Vietnam is a growing market and an emerging economy. It is an opportunity and a new arena for Western market.
River Island Vietnam branded experience… The brand particularly targets at international markets. It focuses on new target audience as young customer in Vietnam. River Island is known as its own great party looks, amazing denim and fabulous shoes, accessories. River Island Vietnam will bring you a complete head-to-toe look with new and original fashion to you. River Island Vietnam will first particularly present Western brand with its own way. The idea of ‘British Tea Culture’ becomes the main theme of this new flagship store. The culture was introduced by Catherine of Braganza, queen consort of Charles II of England so it brings lots of royal imagery. The vintage details, the royal looks are perfectly matched to create a fabulous and gorgeous store.
Inspiration
The concept is inspired by the British Tea Culture. Vintage details meets the Western royal looks have created a gorgeous store in this South East Asia country. A flagship store design will also meet Marcel Wander’s idea to mix up the flower vector from Vintage style with black and white colour. It will make the store luxurious and elegant. Moreover, the most impressive design of River Island Vietnam store is giant interior.
Inspiration
English Tea party
Royal Collection
The eight levels Grade-A retail and office development is right in the business centre of Hanoi. It is one of the first buildings in Vietnam to have column-free floors and underfloor cable trunking, with international standards of construction, facilities and management. 63 Ly Thai To was completed in February 1998 and is more than 90% leased. This place is highly recommended for companies, organises etc. So this would be the best location of River Island Vietnam in Hanoi.
63 Ly Thai To
Before the launch day of this new concept store, large posters will be covered all windows and doors while in-store work continues. The posters come from new advertising campaign of River Island Vietnam.
www.riverisland/vietnam
www.riverisland/vietnam
WINDOWS
w l l a m 3s
D o o r
g r a l 3
s w o d n wi
g
s w o d n i w e
D o o r
MENSWEAR AREA
WOMENSWEAR AREA
www.riverisland/vietnam
www.riverisland/vietnam
DRESSING ROOM, CUSTOMER SERVICE AREAS
YOU
RE
HE ARE
YOU
A
RE E H RE
FINAL VISUALS
There are three windows facing Ly Thai To street
s w o d n i w l l a 3 sm
River Island Vietnam’s window display runs around the store and facing not only Ly Thai To street, but also Le Phung Hieu Street. This makes the store look amazing with six magnificient windows. According to the store design, windows are displayed as a story about fashion addicts in an English Tea Party. The idea of giant interior is also added impressively in each window to lure Vietnamese customers.
Winddow display in the left hand-side
Window display in the middle
Window display in the right hand-side
There are three bigger windows facing Le Phung Hieu Street.
e g r 3 la
s w o d n i w e
Giant interior such as tables, chairs, teacups are designed by SonMy company, who does the Fixtures and Fittings work. This includes in the package finishing cost. Window display products are made of light materials
Window display in the left hand-side
Window display in the middle
Window display in the right hand side
On the entering of the store, a giant light, Marcel Wander design, is installed between Menswear room and Womenswear room. The lighting effect has perfectly matched with style of flooring and wallpapers. This feature makes customers impressive. This is one of the Visual Merchandise strategy of River Island Vietnam.
Black colour makes Menswear area an elegant look with Marcel Wander wallpapers, Platina black and white carpet in the middle and a large River Island Vietnam logo. While the Flos zeppelin pendant light and white giant interior make a high-light for the store design. The room has more spaces for customer to enjoy the amazing interior designs and new fashion collection as walking in a fashion exhibition.
On the right hand-side of the entering, Womenswear area makes customer impress by its bright look. The ceiling is filled by a fascinating Can-can lamp system. Giant interior, royal look, make the room look gorgeous and glamourous. The giant table, chairs and female mannequins with fabulous clothes are displayed in the centre of the room, represent for fashion addicts in their tea party. Large photoshoots from new advertising campaign of River Island Vietnam adorn along the wall behind the Cashier.
River Island Vietnam’s PR strategy aims to present a Western high-street brand to Vietnamese fashion market and to establish its credibility, enhance its reputation. Key messages: Rebrand, Innovative, Entertain.
Flagship Store Opening - Launch Party The premirer party of River Island Vietnam would be organised under the name of its concept inspiration theme “English Tea Party”. The party will be hold at Customer Area of the new store on 2 August 2013 the launch day. It will starts at 19:30 to 23:00. Invitation letters are already sent to RI Vietnam’s Guest list. They are celebrities , famous fashion company and the Press. Especially, famous models as Miss Ha Anh (Vietnamese super model), Miss Mai Phuong Thuy (Miss Vietnam 2007) and Miss Huyen (the winner of Vietnam Next Top Model 2010) will be models in the fashion show part. Guests will enjoy the great time in the new store and are also invited to taste traditional English Tea, Cupcakes etc. Sponsor work River Island Vietnam would be honour to present Gift cards for V.I.P guests and will sponsors River Island products for its fashion icon model Miss Ha Anh. Also, the brand will sponsor for famous Vietnamese shows as “Vietnam Idol”, “ Bai Hat Viet”, “Sao Mai Diem Hen”, films bauty contests and fashion design contest as “ Vietnam Grandrix”. etc Moreover, RI Vietnam will create its own fashion design contest to find the young and talented designer. The winner will sign a contract with the brand in one year and the winner collection will be displayed and sale in the store. This is the first time a fashion brand offers student placements in Vietnamese fashion market. The placements are available for undergraduate students who come from all Art courses in Vietnam. This will be a big change for Vietnamese students.
in the back in the front
Vietnam
Official Website
River Island Vietnam will start advertising on the press after its official website, which includes online and traditional magazines.
Trang Tien Plaza
Thap Doi Building
Ho Guom
RiverIsland Vietnam By Pham
By Pham