URBAN OUTFITTERS POP UP SHOP

         

FASM410 Retail Management Professor Alessandro Cannata

Teng Ma Josie Peipert

Panu Choopojcharoen

Location  

K11 Department Store

Shanghai, China

Duration – 3 months (March, April, and May)

Fashion-Oriented

Total Population in Shanghai: 21%

Age: 25-44 (Median 35)

Diverse income level

Spend more time and money on shopping

Price Conscious

Impulsive, affective and sociable

Aspirant-Oriented

Total Population in Shanghai: 13%

Age: 40% are under 25(Median 28)

1/3 are students

Active: like to try new things

Like to social and experience new things

Broad interest

Less likely to save money

Highest disposable income

Sales Potential

K11 Sales Volume

Cost Recovering is expected to happen within 5 years

15% increase in foot traffic each year

30% increase in sales value in the past year

20% of K11 Hong Kong are from Mainland China

Positive sales experience in HK

Lifestyle Mall and Lifestyle Brand

Consumers are expecting new and fresh in-store shopping experience K11 constantly hosts art exhibitions and activities -Last summer Monet exhibitions boosted 20% in total retail sales Urban Outfitters features as a lifestyle brand - Provide versatile shopping experience

Estimating Competition

Direct Competitors

K11’s B2 Tenants - Also lifestyle stores selling creative objects and merchandises such as vinyl, record players, and headphones Fast Fashion brands -  Zara -  H&M -  Forever 21

Indirect Competitors

Dessert and Coffee Shop Restaurants

Movie Theaters Karaoke Entertainment Centers

City Attraction

The Bound Huahai Road Yu Garden Xintiandi

K11 Attraction

Art Display

K11 Attraction

Urban Farming

K11 Attraction

Urban Forest

Area Factors

Basic Info

Total commercial area -  40000 sq m -  3 underground floors/ 6 upper floors -  3000 sq m for art display and exhibition

79 Tenements -  35 Fashion and apparel retailers -  9 Beauty Care, salons, spas -  12 Restaurants -  15 Coffee and dessert shops -  11 Other retailers

Location

Central Huaihai Road 15 Business-use office buildings 10 five-star hotels K11 is one of the landmarks building in Huaihai Business District

Transportation

Public transportation   Bus lines: 146, 26 and Da Qiao bus line 1 Taxi: Access within 3 km Subway: Line 10 with exit inside of the k11 mall   Parking The parking space is on the 6 to 9 stories with 270 spots.

Pedestrian Traffic

Huaihai Business District is one of the most commercial centers that has highest foot traffic. Feature moderate to high-end international brands Average pedestrian traffic per month is about 1 million Yuan

Floor Plan and Tenant Distribution

Urban Outfitters Pop-Up Shop Location – B2 Retailers on B2 are closer to Urban Outfitters’ price point -  Apparel and accessory retailers -  International brands (ex. Axes Femme, ECCO,

and Retro Gallery) - Lifestyle Stores (ex, ABC Cooking Studio, E-Plaza) Subway Entrance on B2

 

Human Resources

System and Composition

8 sales persons 1 supervisor/store manager All the sales persons will hire from local residences and we will arrange one store manager from Hong Kong’s Urban Outfitter store. Two of the sales persons will be in charge of cashing at the two counters and two will in charge of the fitting rooms. They will be paid based on local standard wages.

Recruitment venues and cost There are many local websites that offer recruitment platform at low cost. (Estimated total cost of recruitment is around $200

58 City  China HR  

K11 Central Open Space

K11 Exterior of The Building

Space Design

B2 Floor Plan

Shop Location – Atrium, B2

North  Side  (Back  drop  wall)  View  from  the  South  Side  (Shop  Entrance)  

East,  South,  and  West  Sides  View  from  the  backdrop    

Area  (view  from  B1  floor)    North  Side  and  East  Side  

Floor Plan  

Space Allocation & Productivity

 

Women – West Side

Men – East Side

Shoes – Under the garment rails Hats, bags, and accessories – Upper Shelves

Urban  OuDiEers  Pop-­‐Up  Shop  VisualizaIon    

Original    Images  

Personal  Space  Width  

Fixture  

Plywood  Floor  7  movable  single  rails  4  rails  around  the  center  tablets  table  3  rails  at  the  inner  area    4  Fi:ng  rooms  with  curtains  (2  for  men  and  2  for  women)  1  large  wooden  table  with  1  smaller  wooden  table  parAally  underneath  2  small  wooden  tables  1  circular  wooden  table  for  iPads  6  ten-­‐feet  wooden  shelves  posiAoned  along  the  edges  of  the  area  (wall  fixtures)  1  shelf  consists  of  4  or  8  upper  blocks  and  4  lower  single  garment  rails  1  cash  register  podium  1  DJ  StaAon  1  Soda  table  2  sofas  (Urban  OuMiNers’  furniture  products_  Free-­‐standing  mirrors  also  provided  on  the  sides  of  movable  garment  rails  

Fixtures  InspiraIon  

Example  of  lower  rails  on  the  wall  fixtures  

Wall  Fixture  –  Shelves/Blocks  InspiraIon  

Circular  tale  and  iPads  +  Wall  Fixtures  

FiSng  Rooms  

Ambiance  

Natural  light  from  the  ceiling  during  the  day  Warm  orange  tone  during  the  night  (Interior  LighAng)  Mood  –  Modernity  mixed  with  unfinished  construcAon  feel    Music  (played  by  the  DJ  and  automaAc  player)  Genre:  Indie,  Pop  

Mood  (Modernity  and  Unfinished  ConstrucIon)  

Visual Merchandising  

Vinyl  disks  decoraAon  on  the  walls  No  window  display  Toys  and  styled  accessories  presented  on  the  shelves  

Art  

-­‐  K11  architectural  glass  ceiling    -­‐  Backdrop  design    -­‐  Broken  stacking  planks  frame  -­‐  Wall  stereos  -­‐  Fluorescence  bulbs    -­‐  Urban  OuMiNers’  overhead  text  -­‐  Hanging  wooden  installaAon  

Urban  OuDiEers’  Overhead  Text  

Hanging  InstallaIon  

Glass  Ceiling  

B1  Area  

Safety and Security  

8 Full-Time Staffs

K11 Security Officers

Security Camera Surveillance

Fire Extinguisher and First-Aid Kit

Product Plan  

Communication and Promotional Plan

 

Opening Ceremony (March)

Weekly Music Festival (March - May)

Local Artist Pop-Up (April)

Billboard Ads outside of K11 & Direct Display at Entrances (January and March)

Pop-Up Shop Website

Digital Marketing

Social Media and Applications Weibo, WeChat, and others

K11 Website Ad

Financial Plan

Thank You