A
s a little girl, I wanted to be a model and walk down the runways, but genetics decided that I wasn’t going to grow up to look like Kate Moss or have a gap between my teeth, or thighs for that matter. After considering several career paths, from medicine to Middle Eastern studies, I realized fashion has always been something I loved and that my forte was behind the scenes. I attended Savannah College of Art and Design (SCAD) since 2012 and graduated in May 2015 with a BFA in Fashion Marketing and Management. Mexico is where I am from, but America is now my home.
TABLE OF CONTENTS
SOLESTRUCK
6
Pop-Up Shop
Pop-Up Shop
ASOS
16
GREEN ELEPHANT
26
SEPHORA
36
Virtual Store
Sustainable Brand
Pop-Up Shop
Sustainabl
Virtual Store
Pop-Up Shop
SOLESTRUCK
Pop-Up Shop
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. 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.
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Location 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 pop-up shop will be located on the first floor in the Garden Room. The Garden Room can be accessed through a private entrance on Little W. 12th. 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. 8
Map of the Solestruck Pop-up Shop Location and Floor Plan of the Garden Room 9
Interior View of Solestruck’s Pop-Up Shop
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Interior View of Solestruck’s Pop-Up Shop
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Floor Plan 3
4 1. Entrance through Little W. 12th 5
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2. Products 3. iPads 4. Mirrors
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5. Benches 6. Check Out Counter
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7. Access to Biergarten 1
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Product Plan 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.
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PRE-LAUNCH MAY
LAUNCH
JUNE
JULY
AUGUST
POST-LAUNCH SEPTEMBER
OCTOBER
Print Advertising Solestruck Lookbook Online Marketing Hashtag Campaign Facebook Promo Tumblr Promo Instagram Promo Twitter Promo YouTube Videos E-newsletters Solestruck Website Ads Event Marketing Launch Party Bloggers
Promotional Activities Print Advertising
The hashtag #GotStruck will be used throughout all social media platforms during pre-launch, launch, and postlaunch.
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 pop-up shop. This lookbook will be available from July to September.
Event Marketing 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.
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.
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.
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POP-UP SHOP LAUNCH PARTY 8/7/15
The Garden Room at The Standard High Line NYC 8PM - 12 AM
MUSIC • MILK BAR • SHOES
Invitation to Solestruck Pop-Up Shop Launch Party 15
ASOS
Virtual Store
As a pure-play fashion e-tailer, ASOS is the second most visited fashion website in the world. The company takes pride in being global, customer-centric, and innovative. ASOS has opportunities to provide a brick-and-mortar store space to increase customer engagement. ASOS should implement Tesco’s best practice of virtual store technology in a high traffic location that inspires m-commerce shopping. Having a physical space in Westfield’s BrandSpace in Sydney, Australia for summer ‘15/’16, ASOS will optimize omni-channel presence. The ASOS Virtual Store in Sydney is in a geographical market whose consumers have recently turned to ASOS’ key competitors. Regaining the confidence of the Australian customer is important for ASOS to remain as the world’s number one fashion destination for “20-somethings.”
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The Concept The idea behind the store is to create an ambiance for customers to shop and hang-out with friends. Our four main interactive screens allow customers to scan and shop with their phones while browsing through our latest collections. The lounge area surrounding the screens allows for interactivity, and for customers to share, like, and shop for items not being featured on the original interactive screens. 18
Top View of ASOS Virtual Store at Westfield Sydney 19
The Technology ASOS will be using a US-based supplier, RedyRef, for the implementation of the virtual store. This company develops the technology necessary for the touchscreens that will display our products along with scannable QR codes for the consumer to use when shopping. In order to efficiently work, the consumers need to have an available smartphone that has the preset application to work with this program. ASOS already has an available update, for this reason, only an app update with the QR scanning technology included will be needed. This app is a transactional m-commerce app, which means that consumers will be redirected to the website in order to finalize the purchase.
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The Interactive Screens The designs for the screens are based on the ASOS aesthetic. Introducing bright colors and different patterns, the screens are meant to catch the customer’s eye. The intro display screen, when tapped, will lead the customer to the main product page. This page will feature the variety of categories available. Each category will then have a scroll down feature with a full product display, allowing the customers to browse through the available products. The product selected will be featured by itself on the screen along with the scannable QR code. When scanned a page with details and sized will be appear on the consumer’s phone for purchase. 21
PRE-LAUNCH MAY
JUNE
JULY
AUGUST
POST-LAUNCH
LAUNCH SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
JANUARY
FEBRUARY
MARCH
APRIL
TECHNOLOGY VIRTUAL STORE DEVELOPMENT MOBILE APP UPGRADE MOBILE APP UPDATE VIRTUAL STORE UPDATE ASOS SYDNEY WAREHOUSE SHIPPING TRIAL WESTFIELD SYDNEY SHIPPING INSTALLATION OPENING DATA COLLECTION & EVALUATION
Activity Map May-August 2015 Virtual Store Development
November 2015 Installation of Kiosks at Westfield Sydney
July-August 2015 ASOS Mobile App Upgrade
December 2015 ASOS Mobile App Update in Australia
September-October 2015 Shipping of Interactive Kiosks to Australia
December 2015 Opening of ASOS Virtual Store at Westfield Sydney
November 2015 Trial of ASOS Virtual Store and Mobile App at Sydney Warehouse
March 2016 Virtual Store/Virtual Racks Update
November 2015 Shipping of Kiosks from Warehouse to Westfield Sydney
January 2016 - April 2016 Collection and Evaluation of Data in order to expand into more Westfields in Australia and Sydney 22
Product Plan The ASOS Virtual Store at Westfield Sydney will feature exclusive collections from the ASOS private label. These collections will change every season along with updated promotional advertising. The product categories available at the ASOS Virtual Store for the summer quarter will be as follows: Beachwear, tops, bottoms, swimwear, sandals, and accessories, which include sunglasses and bags. ASOS products bought from the ASOS Virtual Store will be shipped next day to the customer’s preferred location. The only product physically available at the ASOS Virtual Store will be the vibrant pink “#BeachPlease Neoprene Bikini Pouch” that costs AUD $15.50. This item represents the ASOS Virtual Store marketing campaign, as well as a summer-themed aesthetic and bold attitude.
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PRE-LAUNCH MAY
JUNE
JULY
AUGUST
LAUNCH SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
POST-LAUNCH JANUARY
FEBRUARY
MARCH
APRIL
Outdoor Advertising Bus Stops Indoor Advertising Westfield Banners Print Advertising ASOS Magazine Online Marketing Hashtag Campaign Facebook Promo Google+ Promo Instagram Promo Twitter Promo YouTube Videos E-newsletters ASOS Website Ads Event Marketing Launch Party Fashion Bloggers
Promotional Activities Outdoor Advertising
Online Marketing
Bus stops ads promoting ASOS Virtual Store will run during pre-launch, launch, and when the season changes.
During pre-launch, launch, and post-launch, posts will be published on Facebook, Twitter, Google+, and Instagram promoting ASOS Virtual Store. Also, newsletters will be sent to Australian customers. Ads will also be seen throughout ASOS Australian website. YouTube videos will be posted promoting the Virtual Store during the launch. The hashtag #BeachPlease will be used on all social media platforms.
Indoor Advertising ASOS Virtual Store banners will be placed throughout Westfield Sydney during pre-launch, launch, and postlaunch.
Event Marketing
Print Advertising
A launch party will be hosted at Westfield Sydney. Prominent Australian fashion bloggers and celebrities will make it to the guest list. Fashion bloggers will write about their experience the following month.
Ads and editorials will run during pre-launch, launch, and post-launch in ASOS Magazine.
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ASOS Virtual Store Westfield Sydney Banner
Invitation to ASOS Virtual Store Launch Party 25
GREEN ELEPHANT
Sustainable Brand
Based in San Francisco, California, Green Elephant is a privately owned childrenswear company that strives for success in the American Childrenswear market by offering sustainable products made with organic materials and sourcing from environmentally conscious fair trade factories. It is the goal of Green Elephant to provide apparel and accessories with artistic prints and modern silhouettes that complement the style of kids while raising their awareness on environmental issues from an early age. In order to fully engage the modern, tech savvy moms, Green Elephant has adapted an omni-channel strategy by distributing through brick-and-mortar stores, e-commerce and m-commerce. At the same time, Green Elephant has created an online forum for parents to better contribute to the environment by exchanging worn childrenswear, as well as implementing a re-purposing program for those garments that have arrived to their end-of-life.
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Vision
Combining style with organic materials that encompass sustainability and quality.
Mission Green Elephant’s dedicated team is committed to achieve excellence while complying with the highest standards of social sustainability.
Value Statement As a socially responsible company, Green Elephant believes in transparency throughout the entire supply chain. Any company we do business with must provide safe working conditions, treat employees fairly, and use environmentally responsible sourcing and manufacturing processes wherever our products are made. 28
Target Costumer Name: Olivia Age: 28 Income: $87,000 Full Time Job: Creative Director Hometown: San Francisco Married Children: 4 year old boy Bachelors Degree from UCLA Focuses her time on her son Tech Savvy Mostly shops online Cares about what her and her family consume on a daily basis
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Inspiration Green Elephant concentrated on creating a style that is suitable for our target market’s lifestyle and location, the West Coast, where everything is about looking creative, casual, and super chic. Our main inspiration came from solid images with basic colors, and this is what defines our style. Stone walls, pastels with a dark pop and grey paintings is what gave birth to our collection. We wanted to create fashion that never gets old and through our color scheme, we get simple and basic garments that can be worn on an everyday basic. At the same time, keeping it simple does not mean keeping it boring. Our company focuses in breaking the usual “sustainable hippie” look and going for a more “chic modern” style. Our designs are blended with in–style basics in order to give a comfortable and easy to mix and wear look.
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Materials Green Elephant uses 100% organic cotton in all of our products. One of the many reasons behinds Green Elephant choosing to create products out of organic cotton is that when growing the plant, it needs 20% less water than regular cotton. The difference between organic and regular cotton is that organic cotton is grown without the use of chemical pesticides and fertilizers. Also, there is no use of genetically modified seeds when growing organic cotton. When growing organic cotton, there is a healthy balance between pests and their natural predators, and this way, the environment remains healthy and without threats.
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Products
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Distribution Green Elephant believes omni-channel retailing is very important to succeed in the business. We will be distributing both online and on brick-and-mortar stores.
Our Stores Our first brick-and-mortar store will be located in San Francisco’s Union Square since Green Elephant’s target customer is already familiar with the retailers in that area. Green Elephant will also be available through our online store, where they can shop and learn more about our products. Nordstrom Our products are available through Nordstrom in select brick-and-mortar stores in the West Coast. We’re focusing on three locations: Nordstrom Downtown Seattle, Nordstrom San Francisco Centre and Nordstrom Downtown Portland.
Customers can also find Green Elephant’s products through Nordstrom’s website and mobile app. 33
Branding Green Elephant’s Re-purposing Program Donating to our re-purposing program is the ideal way to dispose of garments that are no longer wearable. We will re-purpose the fabric by creating new accessories, such a bibs, plush toys, and hats. Those customers who decide to donate to our program will receive 15% off of their next online or in-store purchase with us. Also, Green Elephant will take care of the shipping and handling for the garments to get to us.
Logo We decided to have an elephant as our logo because it symbolizes benevolence, wisdom, strength, and longevity. Elephants are also the most positive animal with zero negative consequences, which is what we are trying to achieve with our sustainable products. We firmly believe that when following our beliefs and never forgetting what we stand for, we will be able to pass on all of our knowledge to our customers and also our consumers. 34
Branding
Hang Tags
We are sourcing our hang tags from Botanical Paperworks.
Our hang tags are made out of plantable paper, which is biodegradable eco-paper made with post-consumer materials. When planted in a pot of soil, this seed-embedded paper will compost away while the seeds grow into flowers or herbs. These seeds are of the highest quality and are also non-GMO.
Hangers In the US alone, 15.5 million plastic hangers are dumped into landfills every day and it takes over 1000 years to break down in the landfill. Because of this, we have decided to source from Ditto Hangers. Ditto Hangers produces K2 paper fiberboard hangers, which are made out of 100% recycled content. These hangers are made out of the strongest paperbased material available in the market. Also, they only use soy-based inks and starch-based adhesives on the hangers. The hangers are 100% recyclable and non-toxic, can hold over 20 lbs, are moisture resistant, and with proper care, which we intend to do, can last for a lifetime. 35
SEPHORA
Pop-Up Shop
The idea behind this pop-up shop is to launch a private label directed to men. The pop-up shop will serve as a way to introduce men in the world of beauty and grooming products. This way, they will feel right at home when they visit Sephora by themselves or with their significant others. The “Sephora for Men” pop-up shop will comprise of retail space where costumers can get to know Sephora’s products. They will be able to experience and learn about said products with the help of sales associates, or if they prefer, by using the iPads strategically placed throughout the store. Also, the pop-up shop will count with a barber shop. This barber shop will use “Sephora for Men” products so male consumers can try out the new private label. Drinks will be provided in the waiting area. The ultimate goal of this pop-up shop is to have a “Sephora for Men” area in all major Sephora stores throughout the country.
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Location Brookfield Place, which is located on 200 Vest St, New York, NY 10281, was selected due to its prime location in the Financial District. Although it is not yet open for retail space, it is already expected to be one of the most visited places in the city. This complex describes itself as “a world-class shopping and dining experience with a fashion collection, a European-style marketplace, waterfront dining and exceptional chef-driven restaurants.� It opened in Spring 2015. We plan on opening the pop-up shop on Monday, June 1, 2015 and staying open for 2 months, meaning the last day would be Friday, July 31st, 2015. The pop-up shop will be located on the first floor, right by one of the entrances, as seen on the floor plan on the next page. 38
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Sephora for Men Entrance
Interior Views
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Floor Plan We will be placing our merchandise as follows: 1. Skin Care Products 2. Hair Care Products 3. Shaving Products
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4. Shaving Tools 4
5. Body Products
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6. Fragrances 7. Gift Sets
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The back of the pop-up shop will be designated for the barber shop. 6
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Product Plan Sephora for Men products will be offered in the following categories:
• Fragrance • Skin Care • Hair • Body • Shaving • Shaving Tools • Gift Sets
Besides offering our private label in the pop-up shop, we will be offering the following brands:
• Clinique • Jack Black • Givenchy • Boscia • The Art of Shaving • Hermes • Acqua di Parma • Murad • Anthony • Dior • Armani • Tom Ford • Ralph Lauren • Issey Miyake • Paco Rabanne • Jean Paul Gaultier 43
Print Advertising New York Times GQ Men's Health Esquire Outdoor Advertising Digital Bulletin Online Marketing Facebook Promo Twitter Promo Instagram Promo YouTube Videos Newsletter Event Marketing Launch Party
March
Pre-Lauch April
May
Launch June
July
August
Post Launch September
October
November
Promotional Activities Print Advertising Ads and editorials will run during pre-launch, launch, and post-launch in the New York Times, GQ Magazine, Men’s Health, and Esquire Magazine. Outdoor Advertising A Sephora digital bulletin promoting the pop-up shop will be located in Times Square in New York City during pre-launch, launch, and post-launch. Online Marketing During pre-launch, launch, and post-launch, posts will be published on Facebook, Twitter, and Instagram promoting the pop-up shop. Also, newsletters will be sent to New York City based customers. How-to videos about shaving, hair care and skin care will be posted on the Sephora YouTube channel during the launch and post-launch periods. 44
Event Marketing For the launch of the pop-up shop, we will be having an event at the pop-up shop location at Brooksfield Place. We will be sending out invitations to special guests, such as well respected businessmen and celebrities that fit our profile, as well as to prominent magazines, such as the ones mentioned before in the print advertising section. Along with the invitation for the launch party, VIP guests will also be receiving a gift set will be containing “Sephora for Men” products. These gift boxes will have inside a shaving brush, shaving cream, and razors blades, for which our consumers will be able to buy the actual razor at the store. At the event, we will have our new product line on display. We will be offering whisky and hors d’oeuvres during the party. 45
941.730.4107 xime.eme@gmail.com be.net/ximenamarquez