Urban outfitters - Shanghai Pop Up Shop
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URBAN OUTFITTERS POP UP SHOP FASM410 Retail Management Professor Alessandro Cannata Teng Ma Josie Peipert Panu Choopojcharoen
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Transcript of Urban outfitters - Shanghai Pop Up Shop
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
