Point of Purchase Advertising International Competition

7/27/2019 Point of Purchase Advertising International Competition

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POPAI (Point of Purchase

Advertising International) “To recognise excellence in design for retail display assubmied by you - students in the UK & Ireland.” (POPAI

Mission Statement, 2012)

POPAI is a compeon held for students to design a point of

purchase for a product or brand. However, the fashion

industry in general lacks in point of purchase sales. Mulberry,

an innovave, quirky, Brish heritage luxury fashion brand,

tends to stand out for their bold adversing and uniqueclothing. The brand tends to use point of purchase eecvely;

as this is massive for their word of mouth markeng and

publicity, which is used to maximize sales and reinforce brand

loyalty.

The design I have created is a tree, with twelve branches.

These branches will have raised parts to accommodate the

Mulberry bags, which will be lit up with changing colour beropc lights. I think this design es in with their current

markeng strategy of taccal publicity and interacon with

consumers, and as a result the design will bring eecve

ulizaon of this strategy. Each branch will accommodate a

dierent range of products, from their Bayswater bags to their

basic tote bags.




Advertising International) Dimensions

Base Plate: Steel base, 1 meter in diameter and 25mm in depth. Polyester powder

coated to match Mulberry store oor.

Tree Structure: 10 foot in height, 8.66 foot in width.

Trunk/ Branches: 6.5 foot to enable people to walk under the tree and view it from

below. 3.5 foot for the leaves and branches. The tree trunk will be 20cm (0.66 foot)

wide and spherical. The branches will be 10cm wide. There will be three ers of branch, the lowest branch will be four foot per branch, the middle branch will be

three foot per branch, and the highest branches will be 2 foot in length, with each

foot accommodang one bag. There will be four branches per er, meaning there

will be a 16 bags on the boom, 12 bags on the middle er, and 8 bags on the

highest er, totaling 36 bags per tree structure. There will be a gap of 1.17 foot

between each branch, leaving room for the bags to be hung. This makes the tree at

its widest 8.66 foot wide and 10 foot high, making it a large design.

Leaves: Leaves will be made using synthec polyester, similar to fake owers, and

there will be quite a large quanty to make the tree more aesthecally pleasing.

Fiber Opc Lights: There will be a series of ber opc lights, secured to the

branches, to illuminate the products, making it more theatrical and delivering

feelings of enchantment and fantasy to the consumer.

6 . 5 f

8.66

3 . 5 f

1 0 f

3

3

4

2

0.66

(20cm)

0.33

(10cm)

Steel Base

Steel and aluminium square hollow

secons (interior) and brous plaster

(exterior) for main structure




Advertising International)Popai Entry: Quesons and Answers

1. Describe materials used and reasons for selecon

The materials used have been selected to make the structure sturdy and realisc. There will be a steel plate (one metre in diameter and 15mm thick) to

support the design that will be polyester powder coated to match the Mulberry store oor . The edges of the plate will be chamfered to remove the trip

hazard risk. For the trunk, there will be a 600mm long vercal spigot secon welded to the centre of base plate to secure the trunk structure to the base.

This will be a steel square hollow secon.An aluminium post of square hollow secon will t over the spigot and will be secured to it using a nut and bolt

xed horizontally through the centre of the spigot and trunk secon. This secon which will form the main supporng structure for the tree trunk will be of

approximately 150 x 150mm in plan dimension and three metres in height.The structure will be clad using brous plaster to create a realisc wood eect,

bringing the trunk size to 200mm in diameter. The branches will be made with the same materials, being four feet (1200mm) long (which can t a bag per

foot, secured with notches). The leaves will be glued on and made from polyester fabric, similar to imitaon owers and plants. Fiber opc lights will beplaced on the notches supporng the bags, changing colours to illuminate the bags. These materials have been chosen to give a realisc and high quality

eect, and to ensure the structure is sturdy for health and safety reasons. In addion, most of the display can be manufactured o site and easily

assembled in situ with a small amount of work in nishing the brous plaster cladding, thus keeping costs to a minimum and assuring that the dispay is

structurally sound and of good quality.

2. How will your design t within its retail environment?

The design is aimed to be placed in their larger stores, such as capital cies such as their London and New York stores, as these locaons draw in tourists

who could potenally increase market share and build publicity. These stores are also larger with higher ceilings, meaning the brand could aord to allocatethe large space needed for the design. The dimensions are quite large, needing roughly 9 foot in width and ten foot in height, so it will only be suitable for

larger and more famous stores. It will stand central in the store to get as much aenon as possible, and the main focus will be the display of products.

3. What are the cost implicaons of the design?

The design will be expensive to implement due to the metal costs involved, the labour, and the brous plaster, however, the design is such a bold

statement that the amount of publicity and interest surrounding it will build market share and jusfy brand loyalty to Mulberry’s consumers. As the brand

is luxury, cost is expected to be high for visual merchandising and point of purchase as materials used need to look elegant and high quality to jusfy

thebrand values and connotaons.




Advertising International)

4. How will your design communicate the brand message?

The design will communicate the brand message as it is very representave with the Mulberry brand. For example, their logo is of a

Mulberry tree, they oen use xtures and visual merchandising with inspiraon taken from nature (such as giant toadstool

mushrooms), and they oen use point of purchase quite imaginavely. The idea will be relevant to their values of Brish heritage, as

trees are quite representave of countryside and Brish landscape. The design will also provide consumers with an experience, as they

can walk under the tree, touch the design, look at the bags lit up by bre opcs to highlight autumn shades, making it aesthecally

pleasing to the luxury consumer. The design could incorporate xtures under the tree, such as their previous designs of gianttoadstools, fake grass, or authenc garden benches in which consumers can sit, making the idea quite expandable. The design would

also incorporate their autumn shades handbags, with branches categorised with dierent products, for example, a Bayswater bag

branch, an Alexa bag branch, and their new product, the Del Ray bag branch. The extensity of the product would also generate good

publicity, and will encourage fooall for consumers to experience the design which will inevitably boost sales for their handbags.

5. What was the overall strategy behind your design?

The overall strategy consisted of gaining aenon and publicity and to give consumers an experience to remember, as the tree would

be a talking point to their networks. The strategy also aimed to jusfy and reinforce brand values of their Brish heritage, as well as

being unique, quirky, playful and creave, and to boost sales of their seasonal handbags.

Luxury fashion markeng is all about creang an experience for the consumer, to reinforce brand loyalty in a recession, so the strategy

is about making a statement and delivering an enchanng experience for the consumer.





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