4. The Henri Lloyd consumer thrives off innovation, an athletic character or
someone who has interest within this field. They are someone with a keen
interest in technology and competitive sports. As mentioned in the market
report, their current customer is between 26 – late 30’s year old titled ‘The
competitive male urbanite’ and late 30’s – 55 year old titled ‘The comfortable
mid life male’.
We want to appeal to the future Henri Lloyd customer in addition to this, the
16-26 year olds who want to feel inspired by their choice of brand. A brand
who they can aspire to buying with apparel that is an investment worth saving
for. They want to be able to buy in to the brands story and feel that they are
part of their development.
The
Henri
Lloyd
Customer
5. The
Millennial
Consumer
The younger consumer, also known as “Millennials”, have
a profound impact on the future of retail, providing the
next opportunity for revenue growth. Technology has
fundamentally changed the way in which we shop – the
Internet has given us more choice and more information
about prices and product than ever .
Whilst Millennials may have a larger disposable income,
they don’t part with their money easily and they want to
know that the when they do it’s on something worthwhile
that was created in the right way. Innovation with fabrics
and design matters to the Millennials and by finding a brand
that offers this allows them to build a deeper connection
and build a relationship with them that they will always fall
back on.
Many Millennials seek a personalized view when it comes
to shopping, they want to feel like the brand listens to what
they want and knows who they are. They don’t want to be
bombarded with something that lacks anything less
than loyalty.
Henri Lloyd can achieve this through using these core
‘needs’ of the millennial consumer within a new retail
approach in a way to excite their future customer. By using
retail as the forefront of the concept you can reach this
wider audience without excluding the current customer.
7. POS Technology
Beacons
Technology
within
retail
Initiatives to make the cash register extinct
will continue to go strong in 2015. Cloud-
based point-of-sale systems have proven
that they can outperform old-fashioned
registers in all aspects (performance,
functionality, looks) and an increasing
number of retailers will recognize this and
make the switch.
Beacons will make theirwayinto even more
stores in the coming year. The technology,
which provides in-store analytics and
marketing solutions for brick-and-mortar
retailers, has already generated results
for several merchants, which is why
we’re confident that beacon adoption will
continue to grow in 2015.
As mentioned in the market report, technology based retail is one
of the main trends amongst the millennial shopper. Integration of
the physical and digital is key in order to create a coherent voice and
appeal to both the current consumer and new consumer.
8. OFFLINE
TO
ONLINE
Of Retailers
65%
would like to be a
pickup destination for
orders placed on brand
websites
Of Customers
59%
say they would
purchase more from
brands that provide
in-store pickup for
orders
9. With research indicating that 78% of consumers feel that
personalized content has led to a deeper relationship with a brand
(Wearesquare.com:2013) its clear that personalisation is key in
order to create a lasting relationship as well as answer to
customer demand.
Digital technology and digital based retail has allowed retailers
to achieve this by enabling an increased understanding of what
customers want and how they shop.
Personalised
retail
Genes@co-op Café at Barneys, New York Kate spade Saturday pop up, new york
10. Education
retail
The market report stated that
customers want to be continually
inspired by their brand. By creating
a retail strategy which integrates
this it allows brands to educate their
consumers through multiple outlets
such as retail space and share their
story and background, inspiring
consumers through this.
Pop-up stores have evolved into
effective outlets for brands and
retailers of all sizes and categories to
generate excitement, drive awareness
and even expand their businesses
through this type of education. It allows
consumers to connect to the brand
through a new and exciting outlet.
12. BoxPark,
Shoreditch
Opened in 2011 by founder and CEO Roger Wade, BOXPARK
Shoreditch will be open for the next four years.
BOXPARK is constructed of stripped, and refitted shipping
containers, creating unique, low cost, low risk pop-up stores.
Filled with a mix of fashion and lifestyle brands, galleries, cafés
and restaurants – BOXPARK places local and global brands
side-by-side, creating a unique shopping and dining destination.
BOXPARK is not some run-of-the-mall shopping centre.
It’s a living, fertile community of brands packed with talent,
innovation and attitude that puts creativity and fashion back
where they belong: on the street.
13. It’s
Success
BOXPARK strips and refits shipping containers
to create unique, low cost, low risk, ‘box
shops’. Put them together with a unique mix of
international fashion, arts and lifestyle brands,
galleries and cafés and you’ve got the world’s
first ‘pop-up’ mall. BOXPARK isn’t just where
you shop. It’s an inspiring and enjoyable place
to drop in and hangout. It’s what a real brand
experience should be all about.
BOXPARK aims to become part of the fabric
of local life adding colour, creativity and life of
it’s own and has succeeded in doing so
over the past 4 years as it has become
a destination for innovative brands and
unique stores within the area and London.
BOXPARK allows retailers to use the
destination for 1, 3 or 12+ months,
depending on the plan and size and what
best suits the retailers themselves. It’s
become a starting point for many new
brands and a new format and platform for
existing brands.
14. BoxPark
Market Place
BOXPARK launched their new digital concept in January 2014 as they
became a cashless mall. BOXPARK market place will allow consumers to buy
or share items in store, online and on their mobile. The new platform will
feature a scan to shop or share app allowing customers to scan products
in store, add them to a shopping basket or share. It will also feature a fully
integrated iPad POS system, linked to transactional E-Commerce platform.
Rodger Wage, CEO of BOXPARK said “BOXPARK market place is a
revolutionary concept, multichannel solutions have been rolled out on the
high street, but until now small independent retailers have been unable to
offer costly multichannel solutions. BOXPARK market place allows small
independents to have a sophisticated multichannel solution with little or no
set up costs. They just need an iPad or tablet and they are up and running”.
To promote the scheme BOXPARK is offering a 20% commission only fee
structure which includes:
BOXPARK Shoreditch 300 sq.ft store
Including £25k shopfit
Ecommerce store on BOXPARK market place
POS System
Consumer app with scan to share or buy
100k digital database
Event space
16. concept
and
purpose
We want to engage the younger consumer through a
new approach of retail strategy. By applying these trends
to Henri Lloyd we can demonstrate that not only are
you innovators within clothing but also innovators and
pioneers in this field.
Creating a high level of engagement with the Henri Lloyd
consumer will allow us to create more foot traffic. It will
allow you to have a higher buzz around your brand whilst
also educating the new customer on your ethos, your
voice and your message.
This is going to be done through a Pop Up store which
will be situated in the new BOXPARK location in Croydon
which is due to open in 2016. Currently Croydon is the
only location within the London area where consumers
can physically buy Henri Lloyd clothing. By adding a pop
up here it will enhance the existing product and customer
you currently have within the area.
The investment into Croydon is something that is heavily
underway by adding new stores and shopping centres
which will bring customers to the area through the new
Westfields shopping centre which is due to open aswell
as BOXPARK.
Throughout the next section you will see the breakdown
and concept behind Henri Lloyd x BOXPARK and how
you can engage the younger consumer by integrating the
3 retail trends which were stated previously.
17. Boxpark, Croydon is a new and emerging
investment due to launch in 2016. By creating
a format for the pop up store here it will enable
further traffic within the Henri Lloyd concession
in House of Fraser.
The structure will consist of 80 units and a
covered courtyard for year-round events. In
addition to this it will offer a click and collect
service via the BOXPARK market place allowing
customers to physically shop for products in
stores, as well as purchase and share items online
and on their mobile.
box park,
Croydon
“Croydon is one of the last
London boroughs to be
developed. I want everyone
to re-think their view of
Croydon. It’s the home of Kate
Moss, Tracey Emin, and now
Boxpark!”
- Founder and CEO Roger Wade of
BOXPARK
18. Why?
Boxpark have already proven their success
with their Shoreditch location and by being
one of the first store it shows Henri Lloyd as
a brand who supports this and a brand who is
at the forefront of innovation within London.
Croydon is an Up and coming area which is
undergoing a lot of investment and to be one
of the brands who was at the cusp of this will
allow new light to be shed amongst this as
well as new consumers and audiences.
Founder and CEO of BOXPARK Roger Wade,
states that BOXPARK isn’t for the tourist,
it’s for the people who live and work in the
area. This therefore allows Henri Lloyd to
strengthen their customer reach specifically
within the area.
19. The pop up will be situated within a triple container within BOXPARK. This will allow us to split the shop in half, one half being the
educational/tech side and the other focusing on the clothing sector. The dimensions of each container are as per below:
40’ HI-CuBE STEEL dRy CARgO CONTAiner
EXTERIOR
Length: 40’0” (12.192 m)
Width: 8’8” (2.438 m)
Height: 9’6” (2.896 m)
Interior
Length: 29’5 45/64” (12.032 m)
Width: 7’8 19/32” (2.352 m)
Height: 9’9 15/16” (2.69 m)
Clothing within the store will focus around the new collection in that season by pulling out the core pieces which will be jackets, shirts, polo
shirts, knitwear, legwear and also a couple of items selected from the accessories and footwear category. The stronger emphasis however will
be on jackets as this is with the pioneering and innovation lies within the brand.
Dimensions
& Details
22. Store View #2
This view showcases the clothing hanging and a brief look into the interactive table and video walls
23. Store View #3
This view showcases the interactive table and the video wall
24. Store View #4
This view showcases the art work from the view of the demonstration wall
25. Store View #5
This final view showcases the demonstration wall and viewing area
26. By utilising new technology within the store it will
allow us to connect with consumers in a new and
immersive way that you haven’t before.
POS technology allows us to remove any cash
desks which frees up the staff within the store to
walk around and be directly on the shop floor and
communicate with more ease with any customers. We
can create this level of engagement which will create
a lasting impression.
An interactive screen/table allows the shoppers to
browse through the inspirations which lie behind that
seasons collection and feel inspired in the same way
the designers did. They can also shop the collection
directly from the interactive screen and get items
delivered home, paying in the same way that they
would through the POS technology.
On either side of the interactive screen/table will be
two video walls which will be playing the heritage
video and the Gore Tex video in an aid to showcase
these additional aspects of the brand with
the consumers.
Technology
within
the
Henri
lloyd
store
27. The interactive table allows consumers to interact with the digital side of the brand by browsing through the online journal and get background
knowledge into the brand. In addition to this they can view social media platforms to understand this side of the brand which perhaps they might
not be aware of and also view the Vimeo profile which is full of creative content and videos. Consumers can search through the platform typing
in key words using the moveable keyboard or search button allowing for a cohesive and interactive experience.
28. Personalisation
within the Henri
lloyd store
To create personalisation with the customers and add that
relationship within the store there are a couple of different avenues
to explore.
The first being what we touched upon previously which is taking out
any Till Kiosks and using POS technology. This will allow a constant
interaction with staff and customers and allow customers to explore
the store which also allow them a direct payment option wherever
they are.
Secondly by offering a home delivery service it allows customers to
try on in store but not have the worry of having to carry
around the larger Henri Lloyd clothing items, if they don’t
want too. It also allows us to cut down on stock within the
store and focus it on the product and not clutter spacing or
take away from the clothing by cramping the rails full of stock.
As mentioned, BOXPARK Croydon also plans on having
a Click and Collect service through their new launch, the
market place. This gives the Henri Lloyd consumers another
outlet to use when shopping, offering them convenience and
integrating their online and offline stores.
29. As mentioned education is pivotal to securing a high level of consumer
product. As Lisa Douglas has mentioned, education is key because customers
aren’t just buying a product, their buying into a story and they want to be
educated on this story.
The demonstration wall will feature 2 of your most innovative jackets, The
Tilston Jacket and The Akenham Jacket. With this is a glass demonstration
wall which will feature water demonstrating that they aren’t just water
resistant but they are Water Proof. It will be a way for consumers to
understand how you have the upper edge against your competitors and why
they should buy from you. It will also demonstrate the taped seams and Gore
Tex fabrics which you use and why this is important for this kind of
sailing apparel.
To educate the consumers on the Henri Lloyd story there will be two video
walls which will be playing the Heritage and Gore Tex videos to showcase
where the brand came from and where they are now. It will allow consumers
to have another touch point in the store to go and view making it a more
tactile retail format.
education
within the
Henri lloyd
store
30. Conclusion
The aim of this pop up is to inspire and engage the future Henri
Lloyd consumer. What’s important is that we don’t exclude the
current customer so we wanted to create a bridge between the
two. Whilst adding familiar aspects to the store which are easily
recognisable to the current customer such as the use of wood
within the walls and flooring that represents the hard wood
flooring within boats.
This pop up would be up for 12 months to create a high level of
engagement and will launch alongside the launch of BOXPARK
Croydon. It will allow us to create a relationship as well as an
association with this new launch within the area. The reason for
12 months is because of the level of interaction and technological
detail, for the Pop Up to be worth having with this standard of
innovation it would be a good time frame.
As stated by CEO and founder of BOXPARK, Roger Wade, the
intention is to involve themselves within the area and not just
simply place themselves there.
This is something that as a brand you already do, particularly
within Croydon by involving yourselves within the conservation
of the area. By creating this relationship with BOXPARK you can
continue to create and build this relationship with the community
in Croydon and show your support towards the development of
the area.
This will hopefully bring awareness to the Henri Lloyd brand
as being pioneers within their field, technical developers within
sailing and apparel and the heritage which surrounds them. By
showcasing this store it will allow new bonds to be built with the
brand and customer as well as strengthen the existing ones.
By using BOXPARK as a destination for the pop up it will mean a
lower rent rate than having it in a separate location within London
and again show the support you have as a brand with the area and
also the support you have with the pop up development.
31. Credits
BOXPARK, Shoreditch: www.boxpark.co.uk/wp-content/uploads/2013/05/Boxpark_
Marketing_Brochure.pdf
BOXPARK, Croydon: www.boxpark.co.uk/boxpark-croydon/
Croydon Imagery: www. freepages.genealogy.rootsweb.ancestrycom/~sheilawb/
croydon_images.htm
Henri Lloyd Brand Images: www.henrilloyd.com/journal
www.henrilloyd.com/heritage
Bringing the Pop Up to life: Andrew McGowan