POP-UP SHOP
FASM 430 - Professional Portfolio Practices Professor Patti Cappalli Taylor
ABOUT SOLESTRUCK
EXECUTIVE SUMMARY
MARKET ANALYSIS THE POP-UP SHOP
Being that Solestruck sees itself as a medical clinic for the shoe addicted, it made sense to launch a Solestruck pop-up shop to bring awareness of the brand to the East Coast, specifically to New York, as a retailer and to its in-house brands, exclusive brands and unique collaborations, for which Solestruck has now gained a shoe cult following from its customers.
TARGET CONSUMER
Formerly a pure-player and now based in Portland, Oregon, Solestruck is one of the largest online shoe retailers in the United States. With Solestruck’s mission to rid the world of ugly shoes and only having one brick-and-mortar store, the brand has a lot of room for expansion, not only in the United States, but also in the world.
PROMOTION PLAN
ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
PROMOTION PLAN
MARKET ANALYSIS Size of Footwear Industry Key Players Indirect Competition
TARGET CONSUMER Consumer Profile
PROMOTION PLAN Promotional Activities
18TARGET CONSUMER Consumer Profile 22HE POP-UP SHOP Location Design Assortment Plan 34PROMOTIONAL ACTIVITIES Promotional Activities 38CONCLUSION
WORKS CITED
42CONCLUSION
PROMOTION PLAN
CONCLUSION
THE POP-UP SHOP
14MARKET ANALYSIS Size of Footwear Industry Key Players Indirect Competition
THE POP-UP SHOP Location Design Product Plan
6ABOUT SOLESTRUCK Company Summary Brand Identity Matrix Current Positioning in the Market Current Distribution Current Promotional Activities
TARGET CONSUMER
ABOUT SOLESTRUCK Company Summary Brand Identity Matrix Current Positioning in the Market Current Distribution Current Promotional Activities
MARKET ANALYSIS
ABOUT SOLESTRUCK
TABLE OF CONTENTS
ABOUT SOLESTRUCK
PROMOTION PLAN THE POP-UP SHOP TARGET CONSUMER
COMPANY OVERVIEW
Solestruck’s History Established in 2004, Solestruck started as a pureplay online retailer in the United States (Solestruck). In 2011, they opened their first and only brick-and-mortar store in Portland, Oregon (Solestruck). Solestruck has launched pop-up shops in the past, specifically in Los Angeles, Seattle (Seattle Met), and, before opening their brick-and-mortar store, in Portland, Oregon (Solestruck).
Mission Statement
Ownership Structure Since its establishment in 2004, Solestruck has been a private company.
ABOUT SOLESTRUCK
MARKET ANALYSIS
To rid the world of ugly shoes, one pair at a time (Solestruck).
8
ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
PROMOTION PLAN
Solestruck can be seen as a person, a product, a symbol, and an organization.
ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
PROMOTION PLAN
BRAND IDENTITY MATRIX
10
Based on primary research, it was established that Solestruck’s competitors consist of Ashbury Skies, Nasty Gal, and Urban Outfitters.
MARKET ANALYSIS
Although Solestruck has the most diverse assortment, Urban Outfitters has the most number of distribution channels. Ashbury Skies has the least number of distribution channels since it is a pureplayer. Nasty Gal only has one more store than Solestruck, hence being almost at the same accessibility level.
ABOUT SOLESTRUCK
CURRENT POSITION IN THE MARKET
TARGET CONSUMER THE POP-UP SHOP PROMOTION PLAN
11
PROMOTION PLAN THE POP-UP SHOP TARGET CONSUMER
Currently, Solestruck carries over 100 men and women shoe brands, including Jeffrey Campbell, Adidas, Y.R.U., Opening Ceremomy, and more (Solestruck). Takeout, YES, To Be Announced, and I Desire The Things That Will Destroy Me are the shoe store’s in-house brands. Moreover, Solestruck is constantly collaborating with other brands, designers, and artists (Solestruck).
Brick-and-mortar Solestruck has only one brick and mortar store located in Portland, Oregon (Solestruck). There is an edited selection of brands at the brick-and-mortar store available for purchase. Shoes can also be purchased through iPads placed in the store.
E-commerce Solestruck is now one of the largest online shoe retailers in the United States (Travel Portland). Products can be purchased via Solestruck’s website or through the mobile app.
ABOUT SOLESTRUCK
MARKET ANALYSIS
CURRENT DISTRIBUTION
12
ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
PROMOTION PLAN
Interior of Solestruck’s Portland Store
MARKET ANALYSIS
Retail Sales Volume
PROMOTION PLAN TARGET CONSUMER
THE POP-UP SHOP
SIZE OF FOOTWEAR INDUSTRY
According to MarketLine, “the footwear market consists of the total revenues generated through the sale of all types of men’s, women’s and children’s shoes.” In 2013, the US footwear market had a total revenus of $74.6 billion (MarketLine). The United States accounts for 28.9% of the world’s footwear market, while Europe accounts for 38.1% of the footwear market (MarketLine). The estimated revenue for 2015 is $83.63 billion in the US alone (MarketLine).
According to MarketLine, In the United States, the main distribution channels for footwear are clothing, footwear, and sportswear retailers, while department stores, supermarkets and discounts stores trail behind.
ABOUT SOLESTRUCK
MARKET ANALYSIS
By 2018, the US footwear market is forecasted to reach a value of $101.56 billion (MarketLine).
16
After conducting research, it became clear that Ashbury Skies, Nasty Gal, and Urban Outfitters are Solestruck’s main competitors since they offer many of the same brands that the Portland-based retailer has to offer.
Ashbury Skies was founded in San Francisco in 2011 (Ashbury Skies). This is retailer is a pureplayer that offers “indie designers with a unique and modern point of view” (Ashbury Skies). Their customers shop from all over the world.
17
PROMOTION PLAN
Urban Outfitters was founded in 1970 and it currently operates more than 130 brick-and-mortar stores in the US, Canada, and Europe, as well as having their online store and mobile app (Urban Outfitters). According to Urban Outfitters, the retailer stocks its stores according to its customers’ and own love for contemporary art, music and fashion.
THE POP-UP SHOP
Urban Outfitters
Nasty Gal was founded in 2006 and started as a pureplayer (Nasty Gal). In 2014, Nasty Gal expanded and opened its first brick-and-mortar store (Nasty Gal). Currently, the fashion-forward retailer has a brick-and-mortar stores in Los Angeles and Santa Monica respectively (Nasty Gal).
TARGET CONSUMER
Nasty Gal
MARKET ANALYSIS
Ashbury Skies
ABOUT SOLESTRUCK
KEY PLAYERS
TARGET CONSUMER
PROMOTION PLAN
Our target consumers are female millennials between the ages of 18 to 30 years old and they live in the New York City area.
Claire
TARGET CONSUMER
THE POP-UP SHOP
CONSUMER PROFILE
Claire is 21 years old. She is a student at NYU and she’s single. She is currently focusing on her studies and future career. Although her parents take care of all of her expenses without any problem, she hopes to soon become independent and eventually pay them back.
ABOUT SOLESTRUCK
MARKET ANALYSIS
She’s tech savvy, positive, edgy, and fashion forward. She has been a fan of Solestruck and the brands the retailer carries for a while since she also shops at Urban Outfitters and Nasty Gal. Her favorite fashion magazine is Flaunt Magazine. She enjoys going out with her friends and they also frequent the High Line at least once a week.
Based on primary research on Solestruck and competitors. 20
ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
PROMOTION PLAN
THE POP-UP SHOP
PROMOTION PLAN ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
LOCATION
The Standard, High Line The Standard, High Line Located right in the middle of the Meatpacking District on 848 Washington St., The Standard, High Line rises above the High Line park. It features views of the Hudson River and New York’s skyline (The Standard). The pop-up shop will be located on the first floor in the Garden Room. The Garden Room can be accessed through a private entrace on Little W. 12th (The Standard). The launch of the Solestruck pop-up shop will be on Saturday, August 8th, 2015 and it will stay open for 16 days. The last day of the pop-up shop will be August 23rd, 2015. 24
ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
PROMOTION PLAN
Map of the Solestruck Pop-up Shop Location and Floor Plan of the Garden Room
The High Line According to the Friends of the High Line, the High Line is “an elevated freight rail line transformed into a public park on Manhattan’s West Side. It is owned by the City of New York, and maintained and operated by Friends of the High Line.” The park runs from Gansevoort Street to West 34th Street, between 10th and 12th Avenues (The High Line). This location will bring high foot traffic into the Solestruck Pop-Up Shop since it is quite popular with New York City residents and tourists. The High Line park can be reached via subway, bus, bike, car, and of course, foot (The High Line). Also, according to the High Line calendar, there are events happening at the park year long, so the pop-up shop should be able to thrive without any problems during the days it will be open at The Standard, High Line.
PROMOTION PLAN ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
LOCATION
26
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
PROMOTION PLAN
The High Line
ABOUT SOLESTRUCK
LOCATION
PROMOTION PLAN
DESIGN
TARGET CONSUMER
THE POP-UP SHOP
6 2
2
3
MARKET ANALYSIS
1. Entrance through Little W. 12th
5
5
2. Products 3. iPads
4
ABOUT SOLESTRUCK
Floor Plan
4
4. Mirrors
3
2
5. Benches 5
6. Check Out Counter 7. Access to Biergarten
1
2 5
2
5 28
ABOUT SOLESTRUCK
DESIGN
MARKET ANALYSIS TARGET CONSUMER
Two iPads with internet access will be available to customers so they can browse through Solestruck’s complete product assortment and shop for any model if desired.
29
PROMOTION PLAN
The pop-up shop consists of a minimal and welcoming environment. There will be a limited assortment of shoes at this location. Shoes will be visible through the window, as well as soon as walking into the pop-up shop since there will be shoes right in the middle of the room. Also, all along the walls, racks will hold all the different shoes and brands.
THE POP-UP SHOP
The Interior
ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
PROMOTION PLAN
DESIGN
Interior View of Solestruck’s Pop-up Shop
30
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
31
PROMOTION PLAN
Interior View of Solestruck’s Pop-up Shop
ABOUT SOLESTRUCK
DESIGN
PROMOTION PLAN TARGET CONSUMER
THE POP-UP SHOP
PRODUCT PLAN
Black Milk Clothing x Solestruck
ABOUT SOLESTRUCK
MARKET ANALYSIS
The Solestruck Pop-Up Shop will feature Solestruck’s private labels and collaborations. Solestruck’s private labels are: Takeout YES To Be Announced I Desire The Things That Will Destroy Me Also, Solestruck’s most recent collaboration with Black Milk Clothing will be available at the pop-up shop. All other brands will be available for purchase through iPads at the pop-up shop. Online purchases made at the pop-up shop will be eligible for free shipping. 32
ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
PROMOTION PLAN
Black Milk Clothing x Solestruck
PROMOTION PLAN
PROMOTION PLAN
PROMOTIONAL ACTIVITIES PRE-LAUNCH MAY
LAUNCH
JUNE
JULY
AUGUST
POST-LAUNCH SEPTEMBER
OCTOBER
Print Advertising
THE POP-UP SHOP
Solestruck Lookbook Online Marketing Hashtag Campaign Facebook Promo Tumblr Promo Instagram Promo Twitter Promo
TARGET CONSUMER
YouTube Videos E-newsletters Solestruck Website Ads Event Marketing Launch Party Bloggers
ABOUT SOLESTRUCK
MARKET ANALYSIS
Print Advertising A lookbook promoting Solestruck’s private brands and collaboration with Black Milk Clothing will be sent out to customer in the New York City area. This lookbook will also promote the upcoming launch of the Solestruck popup shop. This lookbook will be available from July to September. Online Marketing During pre-launch, launch, and post-launch, posts will be published on Facebook, Twitter, Tumblr, and Instagram promoting Solestruck Pop-Up Shop. Also, newsletters will be sent to customers located in the New York City area. Ads will also be seen throughout Solestruck’s website. YouTube videos will be posted promoting the pop-up shop during the launch. The hashtag #GotStruck will be used throughout all social media platforms during pre-launch, launch, and postlaunch. 36
ABOUT SOLESTRUCK
PROMOTIONAL ACTIVITIES
MARKET ANALYSIS
Event Marketing
TARGET CONSUMER
A launch party will be hosted at the Standard Hotel, High Line. Prominent fashion bloggers and celebrities will make it to the guest list. Fashion bloggers will write about their experience at the Solestruck Pop-up Shop.
8/7/15
The Garden Room at The Standard High Line NYC 8PM - 12 AM
37
PROMOTION PLAN
MUSIC • MILK BAR • SHOES
THE POP-UP SHOP
POP-UP SHOP LAUNCH PARTY
Music, shoes, and a milk bar, catered by Momofuku Milk Bar, will take part of the launch party. The aforementioned lookbook will be given to all attendees.
CONCLUSION
ABOUT SOLESTRUCK
MARKET ANALYSIS
TARGET CONSUMER
THE POP-UP SHOP
PROMOTION PLAN
MARKET ANALYSIS
Solestruck still has a lot of room to grow and market to explore in the US and internationally, and this pop-up shop will only make things more obvious since New York is the mecca of fashionistas, and curious locals and tourists alike.
ABOUT SOLESTRUCK
CONCLUSION
TARGET CONSUMER
This New York City Solestruck Pop-Up Shop will only reinforce how important is is to have an omni-channel presence in the retail market, no matter which sector it is.
THE POP-UP SHOP
Although some of Solestruck’s competitors are quite ahead when it comes to distribution channels, it is imperative to remember how big of a shoe cult following the retailer has. This can help Solestruck expand into other locations, such as Seattle and Los Angeles, where the retailer has already launched pop-shops.
PROMOTION PLAN
41
WORKS CITED
“About Us.” Ashbury Skies. N.p., n.d. Web. 15 May 2015. “About Us.” Nasty Gal. N.p., n.d. Web. 11 May 2015.
“About Us.” Urban Outfitters. N.p., n.d. Web. 15 May 2015. “Event Space in Manhattan.” The Standard. N.p., n.d. Web. 8 May 2015.
“Solestruck Popup at Digs Ballard.” Seattle Met. Seattle Met, n.d. Web. 15 May 2015.
THE POP-UP SHOP
“Solestruck.” Travel Portland. N.p., n.d. Web. 02 May 2015.
Footwear in the United States. Rep. N.p.: Marketline, 2014. Print.
TARGET CONSUMER
“About Us.” Solestruck. N.p., n.d. Web. 18 Apr. 2015.
MARKET ANALYSIS
“About the High Line.” The High Line. N.p., n.d. Web. 10 May 2015.
ABOUT SOLESTRUCK
WORKS CITED
PROMOTION PLAN
43