TOKYO FLAGSHIP STORE PLAN
EXECUTIVE SUMMARY As a young and quickly growing private brand, PERCY LAU has not have a physical independent store yet. This project shall outline the marketing and visual merchandising plan for opening a flagship store and along with the location selection for PERCY LAU.
ABOUT
PERCY LAU
The brand was founded in Hong Kong in 2013. The founder, Percy Lau was the youngest winner of International Talent Support YKK Award 2013. PERCY LAU eyewear are not merely accessories, but will also allow you to explore the world from an unusual angle; to develop a new perspective in understanding our unique personalities. PERCY LAU is also wellknown from the collaborations with the up and coming designers, showing the brand’s diversity and other unseen possibilities.
ASIA
EUROPE
BEIJING: 10 Corso Como Coterie Dongliang
LONDON: Closet Case The Box Boutique
SHANGHAI: 10 Corso Como Coterie Dongliang CHENGDU: Dressing For Fun RHSpring SHENGYANG: Waterstone
WORLDWIDE STOCKISTS
HONG KONG: Joyce Bahaus TOKYO: GR8 Desperado Concento OSAKA: Ayin
MILAN: Excelsior BRESCIA: Stone Soup UNITED STATES ​ L.A.: H. Lorenzo NEW YORK: Assembly New York Chop Suey Club CHICAGO: Museum of Contemporary Art ONLINE Farfetch.com Percylau.com
Price-Point Positioning
Middle-high range geared towards young adults. Best selling glasses collection "Dada Child" is $195.00 The lowest is COOLIO $189.00 and highest is CELL DIVISION $469.00
Vision Proposition
We believe that all creation serves as proof of the beauty that existed before us, after us and forever more. Inspiration is drawn from existence and invention is simply the accumulation of everything that is already found.
Avant Garde Innovative Youthful Fun
S
O
STRENGTHS Very unique designs Exclusive products Loyal customers Collaborations with other brands Impressive and conceptual photographs very well Promoted by celebrities
OPPORTUNITIES International growing market Opening a flagship store New range of products Advertising by fashion bloggers
WEAKNESSES Very niche market and products No physical stores of their own Lack of social media presence and followers Young brand with little heritage and history
THREATS Competing with more established competitors (Gentle Monster, Karen Walker, Selima Optique) Price point is higher than most accessory brands
W T
CUSTOMER PROFILE Percy Lau’ s customers are aged between 22 and 35 years old. Their customer is the type of person who is passionate about fashion, loves to try new things and has his or her own distinctive dressing style. He/She would earn a middle to upper class incomes and most possibly engaged in creative occupations. They have sophisticated but fun aesthetics and would desire trendy and unique accessory pieces. They are the first one to try out new ideas and would always be ahead of other people on following trends.
MARK CHAN 22 years old Original from Shanghai, China Senior student at SCAD Hong Kong, majoring in photography Works part time in a photographic studio with an income about $1000 per month. Loves skating and swimming Interested in contemporary art and pop music Enjoys Korean food and seafood Fan of unique accessory pieces
SAYAKA OKADA 27 years old Born in Yokohama,Japan Graduated from Tokyo Wasoeda University in Fashion Design Fashion buyer of 10 Corso Como Tokyo Income $10,200 per year Loves listening to electronic music A K-pop fan of boy group EXO Loves to collect distinct eyewear
COMPETITORS Percy Lau $189-$469 Gentle Monster $210-$420 Karen Walker $198-$365 Sunday Somewhere $200-$370 Selima Optique $250-$385 Oliver Peoples $340-$485 Illesteva $177-$300 Ray-Ban $59-$340
High Accessibility
Low Accessibility
Low Pricing
PRICE/ACCESSIBLITY MATRIX
High Pricing
Alexander Wang
Mykita
STORE INSPIRATION Gentle Monster
Gentle Monster
Emperor UA Cinema
Ayhan-Güneri
STORE INSTALLATION
STORE LOCATION 150-0001 Tokyo Shibuya-ku, Omotesando, 5 Chome-1-3
Omotesando Omotesando is a one kilometer long, tree lined avenue and known as one of the foremost 'architectural showcase' streets in the world, and it is the main vehicle and pedestrian thoroughfare for the shopping district commonly referred to as Harajuku. The area features many international brand boutiques, ranging from high end stores such as Louis Vuitton, Chanel and Gucci to Fast fashion retailers such as Gap, H&M and Zara. Omotesando is one of two locations in Tokyo, considered to be the best location for a luxury-goods store. Omotesando is also home to the Kiddyland toy store, Laforet a shopping center geared primarily toward young women, and the Oriental Bazaar, a general merchandise store popular with international tourists. It is sometimes referred to as "Tokyo's Champs-ÉlysÊes". Omotesando's side streets known as UraHarajuku, feature a range of smaller cafes, bars, and restaurants, as well as boutique stores specialising in everything from handbags to vintage clothing.
SURROUNDING AREAS Harajuku
refers to the area around
Tokyo's Harajuku Station, which is between Shinjuku and Shibuya on the Yamanote Line. It is the center of Japan's most extreme teenage cultures and fashion styles, but also offers shopping for adults and some historic sights. The focal point of Harajuku's teenage culture is Takeshita Street and its side streets, which are lined by many trendy shops, fashion boutiques, used clothes stores, crepe stands and fast food outlets geared towards the fashion and trend conscious teens. Just south of Takeshita Dori and over twice its length is Omotesando, a broad, tree lined avenue sometimes referred to as Tokyo's Champs-Elysees, serving as the main approach to Meiji Shrine. Numerous stores, boutiques, cafes and restaurants, including several leading fashion brand shops, stand along the avenue. This area generally caters to an older and wealthier clientele than Takeshita Street.
Rents
Ground Floor JPY 215,000 per tsubo per month
USD
619
per sqft per annum
Ridership 297,000 per day
Neighbors Tod's Saint Laurent Hugo Boss Apple Store
Similar Retailers Opening Ceremony Bape Store Coach
Givenchy Loewe
STORE CONCEPT “SURRED” X Filip Hodas Percy Lau's flagship store launched in the heart of Tokyo collaborates with the most inspiring and refreshing 3D illustrator Filip Hodas. The praguebased artist is known for his otherworldly landscape digital works. The “SURRED” space was designed inspired by a series of his Cinema 4D renders, illustrating the store fields through futuristic structural design and Hodas's substantiated visual artworks. The word ”SURRED“ used to express the brand's perspective, expressing the brand philosophy and visions.
Storage
Shelves
Shelves
Smart Mirror Column
Shelves Installations with productsI
nstallations with products
Door
FLOORPLAN
”SURRED“ Futurelistic Surreal Minimal Playful
in Omotesando The Percy Lau Tokyo flagship store is a 500 sq ft contains smart mirror column, two shelves with products and substantiated cinema 4D renders installations feat with artist Fillip Hodas. The store outside would build in all-glass construction with stell frams. The overall ambiance of the store would be metallic and futuristic, with the spacecraft-like white ceiling to reach a unique space that take consumers on an unforgettable journey.
LAUNCH PLAN
On Percy Lau Tokyo flagship store opening day, July 1st, there will be an event to promote the new shop and its product. A free limited edition glasses case will be given to anyone who purchases a product. Free limited edition shopping bag will also be available to guests. The details about the event will be shared on social media pages like facebook, instagram, and snapchat in order to get the word out to anyone that may be in the area. There will also be direct mailers going to homes within the county that have a high relation to our demographic in case they do not follow Percy Lau on social media. Finger foods and ice cream will be served nextdoor at Omotesando Hils to guests who attend the launch event as well, inviting them for a snack and a look at the new store with an experience to remember on a sunny summer day in Tokyo.
MARKETING & ADVERTISING
in Omotesando
“SURRED” X Filip Hodas
in Omotesando in Omotesando
July 1st, 2018
Social Media The Percy Lau Instagram page will be posting promotional images and captions in order to let our followers know about the Tokyo Flagship Store and its location, opening date, laugh party, sales and promotions, and which special items will be available. This will be done strategically throughout the month prior to opening in order to ensure that it is as informative as possible for our target market .
July 1st, 2018
PRODUCT ASSORTMENT
Dada Child - Cat $195
Dada Child - Oval $195
Dada Child - Hexagon $195
Dada Child - Tilted Aviator$195
Garnet $289
Onyx $289
AXIS Y Clear $248
AXIS Y PINK $248
AXIS Y YELLOW $248
AXIS Y RED $248
AXIS Y BLACK $248
MANGA GIRL- BLOSSOM $249
CELL DIVISION- BROWN $469
MANGA GIRL- BUTTERCUP $249
CELL DIVISION- RED $469
CELL DIVISION- BLUE $469
CORPORATE PLAN
COLLECTION
STYLE
QUANTITY
PRICE($)
TOTAL($)
Dada Child
Cat
65
195.00
12675.00
Hexagon
65
195.00
12675.00
Oval
45
195.00
8775.00
Tilted
45
195.00
8775.00
Total AXIS Y
55
248.00
13640.00
Pink
55
248.00
13640.00
Yellow
45
248.00
11160.00
Red
45
248.00
11160.00
Black
40
248.00
9920.00 59520.00
55
249.00
13695.00
Buttercup
50
249.00
12450.00
105
26145.00
Red
40
469.00
18760.00
Brown
45
469.00
21105.00
Blue
30
469.00
14070.00
Total XANDER X PERCY LAU
240
Blossom Total
Cell Division
42900.00
Clear
Total Managa Girl
220
115
53935.00
Garnet
40
289.00
11560.00
Onyx
30
289.00
8670.00
Quartz
30
289.00
8670.00
Total
100
28900.00 211400.00
Monthly Salary
TOTAL($) Operating Expense
Manager (1)
5000.00 Rent
Assistant Manager (1)
3750.00 Other Expense
Keyholder (1)
2500.00
Sales Associate (8)
6800.00
TOTAL($) 12000.00 1000.00 13000.00
18050.00 Average Inventory Total 12 Months Sales
211400.00 1057000.00
12 Months Turnover
5.00
Gross Margin Profit
475650.00
Operating Expense
372600.00
Operating Profit
103050.00
Monthly Salary
TOTAL($)
Monthly Salary
TOTAL($) Operating Expen
Manager (1)
5000.00 Rent
Assistant Manager (1)
3750.00 Other Expense
Keyholder (1)
2500.00
Sales Associate (8)
6800.00 18050.00
Manager (1)
5000.00
Assistant Manager (1)
3750.00
Keyholder (1)
2500.00
Sales Associate (8)
6800.00
12 Months Turnover
5.00
12000.00
Gross Margin Profit
475650.00
Operating Expense
372600.00
Operating Profit
103050.00
Monthly Operating Expense Rent Other Expense
1000.00 31050.00
12 Months Expense
372600.00
Average Inventory Total 12 Months Sales
Monthly Salary
211400.00 1057000.00
TOTAL($)
Manager (1)
5000.00
Assistant Manager (1)
3750.00
Keyholder (1)
2500.00
Sales Associate (8)
6800.00
Monthly Operating Expense Rent Other Expense
12000.00 1000.00 31050.00
12 Months Expense
372600.00
MADE BY YOURS TRULY, Tian Shi