TABLE OF CONTENT Company History Brand Concept Vision & Mission Target Market Breakdown Products & Price Range Site Choice Store Location Surrounding of the Shop Analysis of Competitors Moodboard Design Approach Analysing of Space & Space Programming Floor Plan & Interior Designs (Design, Material&Finishing, Color) Elevations Visual Images of Shop
COMPANY HISTORY Aldo shoes was founded in Canada in 1972 under The Aldo Group, owned by Aldo Bensadoun. Aldo started as a footwear concession within Le Chateau. Later, in 1978, the first freestanding Aldo store was opened in Montréal. The brand expanded in the 1980s and 1990s, with stores operating under the name Aldo across Canada. It is every retail brand’s dream to expand their business to United States. It was started in 1990. Aldo opened one store in Plattsburgh, New York. Until now, ALDO is the first and only Canadian retailer to achieve major market penetration in the United States.
BRAND CONCEPT ALDO is the worldwide destination for on-trend fashion footwear and accessories at accessible prices. Positive, authentic, and bursting with personality, ALDO is the lifestyle brand for people stepping up in the world.
VISION To make people feel good through the products and services we provide every day.
MISSION To consistently provide a total customer experience.
TARGET MARKET Aldo’s target market is men and women with the age range of 16 to 45, with a chic, trendy, bold fashion sense, medium to high purchasing power and willingness to spend on their appearance/ image.
MERCHANDISE WOMEN
MEN
Shoes Sandals Boots Handbags Accessories
Shoes Sandals Boots Accessories PRODUCT PERCENTAGE
WOMEN’S
41.4 %
MEN’S
26.2 %
HANDBAGS
9.2 %
ACCESSORIES
23.2 %
TOTAL
100 %
W O M E N ‘ S
S H O E S
W O M E N ‘ S
S A N D A L S
W O M E N ‘ S
B O O T S
W O M E N ‘ S
H A N D B A G S
W O M E N ‘ S
A C C E S S O R I E S
M E N ‘ S
S H O E S
M E N ‘ S
S A N D A L S
M E N ‘ S
B O O T S
M E N ‘ S
A C C E S S O R I E S
PRICE RANGE Women:$ 40.00 - $ 240.00 Boots Shoes Sandals
Handbags: $ 20.00 - $ 150.00
Men: $ 30.00 - $ 200.00 Shoes Sandals Boots
Accessories: $ 4.00 - $ 60.00
SITE CHOICE Located on the corner of the capital’s most prominent landmark, the Hotel Indonesia roundabout, since 1990, this high-end mall has been a go-to place for international fashion and lifestyle brands. Plaza Indonesia has maintained its position as the most premium and world-class mall in Indonesia. Why we chose Plaza Indonesia as Aldo’s site choice? Because Plaza Indonesia is located in the center of Jakarta and on the prominent corner of Jakarta’s famous landmark, The Selamat Datang Statue and Bundaran HI. Site choice determines target market of the store. Aldo’s target market is medium to high class and it is a similar target market of Plaza Indonesia, though Plaza Indonesia determines higher class also.
STORE LOCATION
Plaza Indonesia Second Floor D68
WHY WE CHOOSE THE LOCATION? 1. The traffic outside the selected location is good, probably because that area is a place where people go up and down using escalator in front of the selected location. 2. The area of the store is wider than the current store. 3. The neighbors of the selected store are all shoes and accessories store.
NEIGHBOURS PEDRO
ROCOCO
COMPETITORS
SHOP ENTRANCE
They have one large entrance with a logo board on the top. The high class and luxury ambience was reflected when entering the store. The color of the store is black and on the top and left side of the store, there were name of the brand. On the left and right side of the store, there were window displays. They were decorated with the merchandise with the price itself, white and red gift box, and the teddy bear. But the window display’s box is not same, the window display on the left size is smaller than on the right side.
ANALYSIS OF store was a rectangular shape and on SPACE AND AC- The the left side was men section, while on the side was women section. The activity TIVITY FLOW right flow that they used is free flow layout, they
can go freely to every section they want. Just three display racks in the empty space and one pillar that the store used as one of the display fixtures. The merchandise was put orderly, handbags on the top while the shoes was on the bottom.
They have one entrance and the nine west logo board on the top. The entrance is a mirror door, so the customer can see the collections from outside the store. They put a sale items in the middle rack of the store. They have two window displays. Its in the right and in the lest. They present their new arrivals in window display. They also put a ‘sale’ poster on the left window display.
They have two entrances which is on the left and on the right. The right entrance is for women’s collection and the left entrance is for men’s collection. They don’t have a regular-window display box. They just put their new arrivals and sale item.
They are using free flow layout. They put their stuff in a white racks systematically. They don’t have any mannequin. They have two mirrors in the right side. They don’t have large enough space for customer to walk. And they put a cashier table dealing with the entrance.
The store use free flow circulation layout. They separate women and men’s collection. Women’s collection’s area is bigger than men’s collection area. They have large space for customer to walk. They put their stuff in a rack. This store have a ‘private’ atmosphere which is the customer will feel like their shop in a private store.
CEILING
They are using dropped ceiling in white color with the black color as the background. The dropped ceiling was made into some certain shapes so that the lighting will pop up and brighten up the store. Basically, they were using gypsum as the material and black and white duco as the finishing color.
Ceiling in a white paint.
Dropped ceiling in white color.
Ceramic tiles in a broken-white color. They also put a carpet in the middle of the store, exactly under the sofa.
Wood parquet floor tiles.
FLOOR The floor they are using is homogenous tiles since they have the same design, area, and color. They were black ceramic tiles with finishing touch of dove. The area was around 40 x 40 cm.
WALL The wall and the floor were in the same color, which is black dove. The wall is using HPL as its coatings. This is a clever way using the pillar/ wall as display place for merchandise. By doing this way, there can be no waste on the floor space. In the men section, there was one partition that made of glass filmed 60% darker, that separated the men section into two sections.
FURNITURE
The furniture of shoes store is basically similar. In this store, there was only one big black sofa. There were also display racks and display tables, mainly made of glass. The merchandise was completed with the small tag for the price.
Painted wall in white color and they use a black wall and write the logo behind the cashier table.
They have current campaign illuminated by a bright white lighting located behind the cashier table and they also have black big sofa in the middle of the store/ sale’s rack.
Painted dry wall in a white color.
They have two red sofas, both in the men’s area and women’s area.
LIGHTING
OTHERS (SOUND/MUSIC, AIR CIRCULATION, GRAPHICS FEATURE)
The lighting of this store is really different from the others. The store has general lighting and also accent lighting. We can see general lighting by observing the three black spotlights parallel to each other, while accent lighting by seeing a black big beautiful chandelier in center of the men section. The store gave warm white ambience with the lighting that they have set. In the display racks, the store used spotlight to illuminate the merchandise.
The music is a jazz music in a medium volume. They don’t have a specific smell. They do have posters of the current campaign attached on the wall.
General lighting in white lamp. Warm ambiance lighting in yellow light. They also put a lamp on the wall next to the rack.
Music: upbeat-jazz music in a low volume. They don’t have a specific smell in the store. An illuminated banner was installed as the background of window display on the left side.
Music: they put jazz music in a low volume. They don’t have a specific smell and graphic feature.
DESIGN APPROACH In every store, ALDO wants to implement a signature identity to each and every customer. continuously and carefully managing store environments—from the choice of location, store layout and design to music, lighting, product merchandising and customer service—resulting an enhanced brand experience that attracts customers. Their determination is to have “a strong retail concept”. As for the colors, black and white is always ALDO’s favorite colors in their store layout. Our job is to enhance their determination, which is “a strong retail concept”, but with a totally different concept that ALDO has never done this before. The concept of the new ALDO is minimalist with the touch of Mondrian colors. The shop entrance will be using glass with their signature logo “ALDO” on the up-front of the store. To create a strong retail concept, the colors of “Mondrian Art” would be involved.Mondrian art is very famous pattern that was introduced by Dutch artist, Piet Mondrian. The color scheme of the pattern are white, red, yellow, blue and with black list. To make the store doesn’t lose its identity and doesn’t look tacky, the main background of the store layout and merchandising furniture would still be in white color. We will use Mondrian colors to pop up through the furniture of the store, such on the sofas, and on the ceiling.
ANALYSING OF SPACE There is only one entrance accessed to the store. There will be window displays on both sides of the shop entrance. The left side from entrance will be displaying men merchandising, while the right side from entrance will be displaying women merchandising. When the customers enter the store, the first thing that they will see is main merchandise on a big display rack. The men merchandise will be placed on the left side, while the women merchandise will be placed on the right side. On the left side and right side of the main merchandise, we will put two sofas on both sides. Tertiary products, such as accessories, will be placed near the sofa and there will be four sections of accessories plus men accessories on the storage’s wall. The opposite side of the entrance is going to be the cash register position. On the left side of the cashier is going to be the section of secondary products, which are handbags. On the left side of the cashier, there will be a set of closed merchandise, contains wallets and watches. The activity flow that the store will be using is free flow circulation layout. The reason free flow layout is chosen because flexibility and increase impulse purchases are the main objective of this plan.
ZONING SCALE 2:1
SPACE PROGRAMMING
1500
75
925
500
1200
75
1000
250 500
500
2325
3150
1500
100
FLOOR PLAN SCALE 2:1
Entrance
100
1500
INTERIOR DESIGN (Design, Material & Finishing, and Color) Free Flow Circulation Layout
White Duco Gypsum Ceiling
Display Racks using White Duco Painted Multiplex
Grey Granite Tiles 60x60
General Lighting Wall Mounted Light
White dove dry wall partition
Music: Pop-jazz Graphic feature: LED Screen
ELEVATIONS
STORE ENTRANCE ELEVATION
INSIDE FRONT ELEVATION
LEFT WALL ELEVATION
RIGHT WALL ELEVATION
BACK WALL ELEVATION
VISUAL IMAGES OF THE SHOP
VIEW 1
VIEW 2
VIEW 3
VIEW 4
VIEW 5
STORE LAYOUT Andhika Sarah Trishia Christia Kurniawan
www.aldoshoes.com