for
Click here to view the interactive version Tori Penaherrera | Oscar Betancur | FASM 311 New Media Methods
table of
contents:
• • • • • • • • • • •
Brand Analysis Vision/Mission Statement Target Customer Profiles Marketing strategy Gif Print/Instagram Advertisement Marketing Message Location Analysis Inspiration Mood Boards Process of Store Design Final Floor Plan/Store Set Up
Brand Analysis:
free people
In 1970, Richard Hayne opened a store in West Philadelphia called Free People. This store offered more eclectic clothing, catering to young people who looked for “a little more freedom in the clothes they wore.”
When he decided to expand the company into two stores, he renamed the
business Urban Outfitters. He and his wife then created a wholesale line to tend to Urban Outfitters’ demand for a private label division, which was so well-received that the couple decided to separate the businesses—and thus, in 1984, Free People came back to life.
Free People’s first boutique opened in Paramus, New Jersey in 2002. The
store’s aesthetic is unique and romantic. The display fixtures are hand made, the lounging area is cozy, and the bohemian patchwork drapes and upholstery complete the vibe. This brand caters to the early twenties, smart, creative girl who was confident in her skin and had a free, adventurous spirit.
In 2004, Free People launched its online store, and then continued its
milestones in 2012 and 2014 launching stores in the UK and China. Free People is a part of what is now called URBN, which has expanded its brand from the small store in West Philly to now housing 6 brands.
Brand Analysis:
CHAN LUU Before creating the brand under her namesake, Chan Luu had
been hand crafting one of a kind pieces of jewelry from seashells from the shores in South Vietnam. This passion turned into a business in 1996, when Chan Luu turned her hobby into an brand.
Chan Luu started her company in Los Angeles, California, and
stayed true to her cultural inspiration in her designs. She believed that in order to convey her unique designs authentically, they had to be hand made by smiled artisans. Chan made a promise to herself and customers that her designs would always be handcrafted.
Chan has now expanded her brand to hold collections for both
men and women, and is inspired by new trends as well. She has also launched a new home collection which fulfills her vision of creating a contemporary lifestyle brand, and gives customers a chance to have a unique Chan Luu experience.
Mission
statement
Free People and Chan Luu both have the mission to make women feel beautiful and unique in their own skin. Chan Luu’s aesthetic and desings translate directly to Free People’s bohemian vibe. An outfit isn’t complete without accessories, which is why these two brands pair perfectly with one another. The Chan Luu for Free People pop up shop showcases designs from Chan that resemble Free People’s spirit, and the Free People clothing embraces Chan Luu’s Asian roots. The shop feature a main room with all of the designs from the collection, and a patio room in the back with comfortable seating and a bar area for mingling and relaxing.
Target Customers
Francesca
Age: 24 Location: Nashville, TN Education: BFA Accessory Design Occupation: Running the business she began in college called Leather Page, which sells one of a kind, hand made, bohemian style leather handbags and jewelry Marital Status: Single Income: $80,000/year
Margot Age: 29 Location: Napa Valley, CA Education: Culinary Institute of America Occupation: Wine Sommelier Marital Status: Married Income: $100,000/year
Juliet Age: 29 Location: Los Angeles, CA Education: Fashion Institute of Design and Merchandising Occupation: Sales Manager at For Love and Lemons Marital Status: Married Income: $70,000/year
Marketing Strategy
Free People has a significant social media following, with 3.1M Instagram followers, 251K Twitter followers, and 1.5M facebook likes. Their customers are devoted because Free People offers such unique styles. Chan Luu’s customers are also devoted because of the brand’s ethical practices, and gorgeous designs. The marketing strategy of this collaboration will focus mainly on social media to draw more attention to Chan Luu, as the target markets are already similar.
GIF
Print/Instagram Ad
O N L I N E
M A I L E R
Location Strategy
The location for this store would be in Rittenhouse Square, Philadelphia. This square has a park vibe, with lots of folliage, and good walking traffic flow. There are great restaurants nearby, and an Anthropologie is also in this location which draws the same market that Chan Luu X Free People is targeting.
Rittenhouse Square
Interior Mood Board
Patio Mood Board
Process of Space Design
Final Space Renders
Front View
Side View
Front Angle View
Cashier Desk View
Patio Wide View
Patio Side View
Close up of Seating