The document discusses plans for a Henri Lloyd pop-up store at the new Boxpark location in Croydon, UK. The pop-up aims to engage younger consumers by incorporating retail trends like technology, personalization, and education. It will utilize an interactive table, video walls, and demo area to showcase products and brand heritage. The 12-month pop-up seeks to inspire new customers and integrate the physical and digital shopping experience through features like click-and-collect. Its goal is to strengthen Henri Lloyd's presence and better connect with consumers in the up-and-coming Croydon market.
Retail Management project choosing a selected store of our choice and analysing it in order to propose new ideas to better it so that it can compete alongside it's competitors
A knowledgeable reports on luxury brands. (May be It's sharp May be it's quite)AD Hasan
"It's all about branding of Luxury Brand" hear you find the details about secrete of brand developing ideas & thought. how can be a brand make difference from other.Is it brief or hide something & how could you make a good brand of you own.May be It's sharp May be it's quite.
Brand & Corporate Culture: The Burberry ExampleVIVALDI
"A deep dive into the transformation of Burberry. The nearly 150-year-old British manufacturer of trench coats had lost its way in 2006 and started a digital transformation, which called for a complete overhaul of its technology infrastructure from the front-end customer experience to the back-end operations and global supply chain. But while the technology initiatives that changed the major processes of the company have been widely copied by other fashion retailers, it was the cultural transformation that Burberry pursued in tandem that put the company into the Champions league of the most admired luxury brands in the world forever: placing the trench coat front of the center of the organization as an object of pride; identifying and recruiting for key business-driving roles; leveraging new capabilities to create music, movies and storytelling to speak to millennials, etc... this is a study of how brand and corporate culture trasnformed the business.
Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "
Retail Management project choosing a selected store of our choice and analysing it in order to propose new ideas to better it so that it can compete alongside it's competitors
A knowledgeable reports on luxury brands. (May be It's sharp May be it's quite)AD Hasan
"It's all about branding of Luxury Brand" hear you find the details about secrete of brand developing ideas & thought. how can be a brand make difference from other.Is it brief or hide something & how could you make a good brand of you own.May be It's sharp May be it's quite.
Brand & Corporate Culture: The Burberry ExampleVIVALDI
"A deep dive into the transformation of Burberry. The nearly 150-year-old British manufacturer of trench coats had lost its way in 2006 and started a digital transformation, which called for a complete overhaul of its technology infrastructure from the front-end customer experience to the back-end operations and global supply chain. But while the technology initiatives that changed the major processes of the company have been widely copied by other fashion retailers, it was the cultural transformation that Burberry pursued in tandem that put the company into the Champions league of the most admired luxury brands in the world forever: placing the trench coat front of the center of the organization as an object of pride; identifying and recruiting for key business-driving roles; leveraging new capabilities to create music, movies and storytelling to speak to millennials, etc... this is a study of how brand and corporate culture trasnformed the business.
Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "
Burberry group PLC is one of the leading manufacturers of high-end luxury goods. They specialize in selling outwear, accessories, fragrance, clothing for women, men and children. The iconic checkered or tartan pattern of Burberry is a distinctive style adopted by the company. Originally founded in 1856 and was bought by Great Universal stores PLC in 1955 (Phan, Thomas and Heine, 2011). Company has managed to sustain and thrive. In 2006, Angela Ahrendts took over the company from Rose Bravo. She brought in a number of innovative marketing strategies of the company. During Angela Ahrendts a “Multi Dimensional strategy” was adopted in order to make sales. According to a 2013 report net asset value of Burberry was estimated to be 4.34 Billion (Johansson, 2014). In 2014 Christopher Bailey Took over the company and has been presiding over the company as CEO (Ward, and Dahl, 2014). The thorough marketing and brand strategy made by Burberry is explained in detail in the following.
Victoria's Secret South Korean Market Entry Strategy Taylor Clayton
This presentation outlines an international market entry strategy for my International Marketing course at Pepperdine University. The report was completed with three other classmates, and provides an international market entry strategy for Victoria's Secret to South Korea. The content of the report is the result of a collaborative effort, however, I was responsible for the PowerPoint composition. Our Professor, Dr. Frank Sadighian, praised the report, noting that we exceeded the necessary deliverables.
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
Pitching your designs, ideas, media and marketing can be the culmination of all your hard work. It can also be the hardest part! Walk through this helpful guide for pitching your marketing campaigns and related initiatives.
Burberry group PLC is one of the leading manufacturers of high-end luxury goods. They specialize in selling outwear, accessories, fragrance, clothing for women, men and children. The iconic checkered or tartan pattern of Burberry is a distinctive style adopted by the company. Originally founded in 1856 and was bought by Great Universal stores PLC in 1955 (Phan, Thomas and Heine, 2011). Company has managed to sustain and thrive. In 2006, Angela Ahrendts took over the company from Rose Bravo. She brought in a number of innovative marketing strategies of the company. During Angela Ahrendts a “Multi Dimensional strategy” was adopted in order to make sales. According to a 2013 report net asset value of Burberry was estimated to be 4.34 Billion (Johansson, 2014). In 2014 Christopher Bailey Took over the company and has been presiding over the company as CEO (Ward, and Dahl, 2014). The thorough marketing and brand strategy made by Burberry is explained in detail in the following.
Victoria's Secret South Korean Market Entry Strategy Taylor Clayton
This presentation outlines an international market entry strategy for my International Marketing course at Pepperdine University. The report was completed with three other classmates, and provides an international market entry strategy for Victoria's Secret to South Korea. The content of the report is the result of a collaborative effort, however, I was responsible for the PowerPoint composition. Our Professor, Dr. Frank Sadighian, praised the report, noting that we exceeded the necessary deliverables.
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
Pitching your designs, ideas, media and marketing can be the culmination of all your hard work. It can also be the hardest part! Walk through this helpful guide for pitching your marketing campaigns and related initiatives.
Concept Pitch for Fitbit Premium Marketplace --
University of Washington Software Product Management Certificate Program -- Dec. 5, 2012
Greg Camenzind, Paul Siemering, Savio Tsui
30X Marketing is a marketing firm offering marketing and consulting services focused primarily around NFC (Near Field Communication) technology, and in particular our exclusive “NFC Remote” technology. We are privileged to be the first official re-seller in North America of a new-patented traceable remote controlled NFC technology. 2015 is already set to be the year that NFC becomes mainstream and it is only a matter of time before it goes viral. We are positioned to ride the tidal wave of NFC engagement that is coming.
Digital Marketing Pitch to Bulb StudiosMatt Harrison
Birmingham City University student project. Working with Leicester based agency Bulb Studios on a live brief; We’ve developed a content marketing campaign that jointly meets your objectives and solves your potential clients problems with LEAD CAPTURE at the heart. We will drive visitors to Bulb website, increase convention, and generate solid leads. We propose the strategy focusing on content, digital and search engine optimization with user centric design at the heart of everything we do.
University of Maryland
Robert H. Smith School of Business
Design and Innovation in Marketing Fellows
Fall 2015 Semester
Advertising Plan Pitch to Slobproof! Paint Pen
An advertising and marketing project and presentation in my branding and advertising class at the University of Maryland, Robert H. Smith School of Business. Along side my student advertising agency of seven marketers and graphic designers, we carefully crafted an advertising and marketing sweep to pitch to our client Slobproof!, a small paint pen subsidiary of the company Design Solutions. The goal of the project was to create a well planned marketing pitch to help the client launch at Lowes home improvement stores across the country. We conducted primary and secondary market research on the company, industry, and target market. We also carefully thought out and created the rebrand of the company's logo, brand promise, packaging, and point of sale display. Lastly, we researched and planned out a media strategy and advertising campaign to build brand awareness and product rapport with customers.
signmesh snapshot - quick look into the fashion industrysignmesh
How is the fashion industry trying to catch up with ever growing consumer demands? A collection of signs and cases relating to fashion - brick and mortar, trying and buying experience.
Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...Qudini
On Wednesday 23 October, Qudini hosted a breakfast event for retail leaders alongside Samsung's Customer Experience and Showcase teams at the Samsung KX space in King's Cross.
The Future of Retail event included insights from Qudini's CEO and Co-Founder, Imogen Wethered, who shared some interesting insights into why retailers are transforming "shops" into spaces for brand relationships, community and inspiration.
Read her speech here and let us know what you think. For more information about Qudini, visit our website: www.qudini.com
Integrated Marketing Communications Campaign:
- Proposed brand positioning, product offerings, and detailed implementation methods for a client's new business venture
- Completed for the course ADV4800 at the University of Florida
- The team for which I was the Group Lead/Account Executive won Best Strategic Plan
Creating loyal omnichannel customers is critical. Retailers who embrace the customer-centric trend and build better shopping experiences will leap ahead of the competition.
Building a blended customer experience isn't easy. Need some help getting started? Check out our latest in retail trend research.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
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Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
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The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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