asos pop-up shop

Logistics

Which side are you?

Which side are you?

Contents Vision

Location

Visual Merchandising

In-Store Installations

Interactive Multi - Media Technology

Fixtures and Fittings

Additional Elements:

Mannequins

Coat Hangers

Bags

Swing Tags

Production

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Branding

Public Relations Strategy

Marketing

• Objectives• Media + Press• Target Customer • Publications • Press Release

Advertising

• Magazine • Leaflets• Billboards • Bus advertisement

Implementation

Budget

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asospop-up shop

The Vision

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ASOS.com established in 2000, is now the UK’s largest independent online beauty and fashion re-tailer. With over 35,000 branded and own label products available and over 1500 new lines add-ed each week, ASOS.com is rapidly becoming the market leader in the UK online fashion world. NickRobertsonfounderofthecompanyfirstopenedawebsitewhichallowedpeopletopurchaseclothes similar to clothes their favourite celebrity had worn, and decided to name the company, as seen on screen, which soon became shortened to ASOS. Another development for the company was in 2008 when the logo underwent a redesign and is now stylistically shown all in lowercase. Since opening in 2000 ASOS has seen a dramatic change from being a small website selling celeb-rity clothes to now having its own magazine, Five own collections and now has websites launched in over four countries including the US. The crazy success of the website has changed online shopping and after eleven years it seems clear that ASOS’s future is set to be big.

Many online retailers start online and never make that big move to the high street, and after eleven years we still have never seen ASOS on the high street. Many customers believe that a high street store for ASOS would take away the uniqueness and experience of the website but it could also al-low them to create a bigger customer market. For those customers who want to see ASOS on the high street in September 2011 ASOS will launch four pop-up shops in four different cities London, Manchester, Leeds and Newcastle. The pop-up shops will run for 2 weeks and will allow ASOS cus-tomers to experience ASOS upfront, allowing the customers to touch, see and try on ASOS’s own collections ASOS Black and ASOS White. The pop-up shops interior will be inspired by architect To-bias Putrih and will incorporate fashion, art and modern technology allowing the customers to ac-cess the ASOS website from the store. This summer watch ASOS move from 2D to 3D and experience a pop-up shop that will change online shopping forever…

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Location

London

Floor Plan

The ASOS pop-up shop will be located in four different popular cities these being London, Manchester, Leeds and Newcastle, all set in the heart of the cities these properties are easy accessible and will attract much media attention.

The rent for the property on New Oxford Street, London subject to con-tract, offers are invited in excess of £295,000 per annum. However, as the pop-up shop will only run for two weeks and the property will therefore only be needed for four weeks the price per month is £24,583.

107 New Bond Street, London W1

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Property Location

Thefirstpop-upshoptoopenisinLondononthe24thofSeptember2011situatedonNewBondStreet this is the perfect location for the pop-up shop. The premises are situated in a prominent loca-tion on New Bond Street, north of Brook Street between Fenwick and Oxford Street. Other retailers located nearby include; Jil Sander, Victorinox, Calvin Klein and Russell & Bromley. The shop is adja-centtoKronometryandCoreSpiritsfirstUKstore.

Thepropertywhichbenefitsfromgoodnaturallightisarrangedoverbasement,groundandmez-zanineandhasthefollowingapproximatedimensionsthegroundfloorofthepropertyis175.5sqmand1,890sqft.Thespaceallowsnolimitationsonthesizeofthefixturesandfittingsusedinthepop-up shop. However, the three other properties all have different dimensions the Manchester store on Oxford Road is approximately 1,233 sq ft the property on King Edward street in Leeds has a smaller dimensionof678sqftandthefinalpropertyinNewcastleonMarketStreetis1,600sqft.Thereforeeachpop-upshopwillbetailoredtofitthesizeoftheproperty.

London

Property New Bond Street

£24,583 per month

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Visual Merchandising Inspiration...

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Visual Merchandising The Visual Merchandising is very important for the ASOS pop-up shop as they have never had to demon-strate 3D Visual Merchandising as everything is online or 2D. The inspiration for the pop-up shop comes from American architect Tobias Putrih. Putrih has worked on many installations the artist chooses to use tempo-rary materials such as cardboard, Styrofoam and packaging tape in a seemingly improvised way, though the results are highly ordered and systematic. His striking and thoughtful constructions may be thought as models or design concepts where the potential of an idea is explored, but this can extend to making pro-posals for objects or entire architectural spaces, sometimes that will never be built.

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The pop-up shop has been inspired by Tobias and also the ma-terials that he uses. As ASOS have never had a shop to sell from before,theonlyspacetheyhaveisanofficeandawarehouse,the pop-up shop is going to integrate Tobias’s work and the ASOS warehouse using cardboard boxes, cubes and antique rails to display the garments. ASOS is creating an exhibition as well as a store for their customers. The store will be separated into ASOS Black and ASOS white by a straight divide down the store, both sections will mirror each other but both will create two different atmospheres. It’s all about the customer experi-ence, what the customer will take away from visiting the ASOS pop-up shop. ASOS customers were concerned that moving to the high street will take away the uniqueness of the company therefore to allow the customers to feel like ASOS is still the ASOS thelove.Ipad’swillbefittedaroundthestoreallowingthecus-tomers to excess the ASOS website and purchase clothes online using their online accounts.

The Visual Merchandising of the store will be designed and dressed by a freelance Visual Merchandiser; each store will have the same theme and will be dressed in the same way. The Visual Merchandiser will have a team of workers and will have two days to complete the dressing of the store. For two days work and design of the stores the freelance VM will charge £2,400.

Visual Merchandising

£2,400

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In store installationsThe store will have art and technology installations that will allow the customers to experience ASOS as an exhibition and a shop. Inspired by Tobias Putrih the store will explore the cube and how it can be used to display accessories and garments. The cubes for the installation will be cre-ated using painted and personalised cardboard boxes costing £2,653.50, the cardboard boxes will add a feel of a warehouse but will also incorporate the ASOS brand as the ASOS cardboard box is an iconic feature of the company for the customer. Displayed alongside the boxes will be light boxes priced at £414.00 specially created to project a video in the cube, the light box will display the ASOS pop-up shop promotion video, this interactive element of the cube will integrate art and technology as a experience for the customer.

Light

Box

es

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I-Pads

Another piece of technology used in the pop-up shop will be the I Pad, allowing customers to access the ASOS website and create and use their online accounts. The I Pad’s will be easily accessible for the customers and priced at £510.00 each. The I Pad will be safely dis-played on the wall allowing use by the cus-tomers but ensuring they can’t be damaged or misplaced. Released in 2009 the I Pad is still a new and exciting piece of technology that will allow the customers to integrate online shopping and experience an art exhibition.

Using another piece of advance technology the pop-upshopswillbefittedwithEPoSsystemtills.EPoSSystems,provideafastandefficientwayofdealing with customers. They handle the calcula-tions involved in sales (totals and change), issue receipts – these have historically been the main function of normal tills. EPoS systems, do this and a lot more. They can integrate directly with credit card payment systems, keep track of stock levels and of course keep track of customer informa-tion. The ability to manage stock and CRM (cus-tomer relationship management) allows EPoS systems to make a measurable difference to the bottom line, both in terms of time saved, and in highlighting opportunities and also weaknesses in a business.

EPoS System tills

Cardboard cubes - £2,653.50Light boxes - £414.00

I Pads- £510.00EPoS system -£565.00

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Fixtures and Fittings Thefixturesandfittingsforthepop-upshopwillallhavetobesourcedasASOShaveneveropeneda high street store before. The quality of the items is very important, they need to be resilient and easy to dismantle to allow them to be moved to each of the pop-up shops.

Seating

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Seating Black & White

£305.36

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The mannequins used in the pop-up shop will be there to display garments and show the customer how thegarments fit thebody form.ASOS.com isproudof their feedback from the customers regarding the visuals of the clothes on the website which allow the customertoseehowthegarmentswouldfit.The12mannequins will be faceless, white gloss mannequins and both the male and female mannequins will be in two different poses. The mannequins have detacha-ble limbs to allow them to be dressed correctly. Each mannequin is individually priced.

Mannequins

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Mannequins x 12£2,097.60

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Theclothesrailsusedinthepop-upshopwillbechrome,fivefootclothesrails.Usingthebasicclothesrailsworks with the theme of the pop-up shop, the clothes will be displayed similar to a boutique by only having a small number of garments in the shop at a time. The clothes rails are quoted at £180 each including VAT.

Garment Rails

Garment Rails - £40.30

Shoe Display - £5.10

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Shoe Display

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Mirror - £80.68

Shop Counter - £1,000

Dividers - £639.60

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The shop counter is a hand made wooden counter that will stand in the middle of the pop-up allow-ing the point of sale to be clear to the customers. It is important that the customers know where the point of sale is in the store as this is where the transactions will be taking place therefore the counter is to be made to be a large and interactive area again displaying the I Pad for that impulse online purchase.

Shop Counter

Mirrors

Divid

ers

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Coat Hangers The garments need to be displayed in a way that looks attractive, therefore they will be displayed on wooden coat hangers with the new ASOS logo printed on the front in either Black or White depending on the collec-tion the garment is from. Each coat hanger will not be available for the customer to keep and will be reused in the following pop-up. Each coat hanger with a logo printed is 52p each.

Coat hangers - 52p

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The pop-up shop swing tags will be displayed on the garments, replacing any swing tag that might have been used on the online product. The swing tag will follow with the theme of ASOS Black and ASOS White, they will be designed by ASOS’s in house design team. The card tag will be 55 x 85mm with a gold coloured eyelet and hand strung with black ribbon. The swing tag will also include an asatate label indicating which collection the garment has come from. The swing tag will also include QR Codes which will allow customers to scan codes on their I-phones and Blackberrys taking them to the correct item on the ASOS website. They can then use this to order an item online at home.

Another item ASOS will have to pur-chase is shopping bags, with the ASOS logo and location of the pop-up shop printed on white gloss carrier bags with black printed logo & black rope han-dles and will be priced at 65p each.

Bags

Swing Tags

QR Code

Bags - 65p

Swing tags - £397

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Thepop-upshopswillneedtobefittedandadjustedtofitinwiththeshop’sthemeandmakesurethattheyarereadyfortheopening.Thedaytheleasestartsonthepropertyshopfittersandelectricianswillstartworkonthepropertytomakesureitfitsthecorrectregulations.Theelectricianswillneedtoinstallthecorrect lightingfittingsto illuminatethestores installationsandcreatetherightambiancefor thepop-upshop.Theywillalsoinstallcorrectfiredetectionequipmenttothepropertyincludingsmokede-tectorsandemergencylighting.Thesefireregulationsensurethatallstaffandcustomersaresafewhilein the property. The cost also includes labour price and material costs.

Theshopfitterswillalsohavetwodaystopreparethepop-upshop;thisincludespaintingofthestore,and front of the shop (if needed), installation of the shop counter, 20 wooden blocks for accessories and wooden block stands for the mannequins. They will also need to install changing rooms that can easily be dismantled. They will also carry out all jobs that are necessary immediately prior to the store opening e.g. dusting, polishing and cleaning.

Builders will work on the stores in London and Leeds to move the entrance of the store to the centre. As the store is split, divided into two sections, ASOS Black and ASOS White the entrance of the store needs to be central allowing the customers to walk into the two different sections of the store.

Electricitions - £4510

Shop Fitters - £1,116.25

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Production

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Branding

The ASOS logo has undergone many changes in the eleven years of ASOS.com. In 2008 the logo was re-designed by Ben Lewin where it was stylistically shown all in lowercase. The image is used to identify the organization ASOS.com, and it is important that when changing the logo the customers are still abletorecognizetheiconicsymbol.Thesignificanceofthelogoistohelpthecustomer identify the organization, and illustrate the organization’s intended branding message in a way that words alone could not convey. The re-brand-ing of the ASOS logo for the pop-up shop will simply be changing the font to century gothic and changing ‘The online fashion store’ to ‘Pop-up shop’.

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Public Relations Strategy

Represented by the PR company, PR shots, ASOS will complete the following Public Relations Strategy to ensure that their pop-up shop’s are marketed and advertised in the most effective way.

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MarketingObjectives

• Ensure the pop-up shop is advertised in the ASOS magazine

• Create an opening day for the opening of the pop-up shop including celebrity guests, press and goodie bags

• Create other means of advertising including promotionalvideosandleaflets

• Advertising during London Fashion Week

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Media & Press Thefirstpop-upshopinLondonstartsduringthefamousLondonFashionWeekin2011thereforethiscre-atesalargemarketingopportunityforASOS.Theopeningofthefirststorewillneedtoattractmediaandpress attention. The ASOS PR campaign will mean that a press release will be send to major media and press companies clearly indication the Who, What, Why, Where, When’s of the ASOS pop-up shop. It is important for the pop-up shop to attract media attention because it will then get more customers to be interested in visiting the store.

Target Customer The ASOS pop-up shop team need to distinguish a target customer which will then allow them to market anadvertisingstrategydirectlyaimedatthisspecificcustomer.TheASOS.comcustomer isprimarilya16-34 year old man and woman, and the ASOS target customer is an internet shopper. Therefore the PR strategy will have to use techniques to turn a internet shopper into a pop-up shop shopper. The perfect ASOS pop-up shop customer is aged between 18-30 male and female who has an interest in fashion and has shopped with ASOS before. Using the internet, magazines and guerilla marketing will allow ASOS to create the right strategy for this type of customer.

PublicationsAs ASOS already has its own publication that is issued for free to registered ASOS customers this will be used as the main publication for advertising. However, ASOS will also use magazines such as In Style, Ma-rie Claire and Glamour to feature a one page spread advertisement of the pop-up shop. These maga-zines are aimed at the type of customer that will visit the pop-up shop.

Press Release ApressreleasewillbereleasebyPRShots6weekspriortothefirstopeningoftheLondonpop-upshop.

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Advertising for the pop-up shop will start two monthsbeforethelaunchofthefirstpop-upshopin London. The advertising used will be mainly of-flineallowingthepop-upshoptoattracta larger

audience.

BusAdvertisement The bus advertisement will start 2 weeks before the pop-up shop opens in each city. Using this type of advertisement will help promote the pop-up shop throughout each of the four cities.

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Advertising

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MagazineIn 2007 ASOS launched an in-house magazine allowing the custom-ers tohaveanofflinesource.Currently2nd in theUKwitha read-ership of 449,971 and geared towards females, ASOS magazine is currently distributed in the UK. For those who do not have easy ac-cess to the hardcopy, an online version is available on the site where consumers are able to click and buy immediately while browsing. The magazine will feature advertisement for the pop-up shop and will also promote the clothing line, ASOS Black and ASOS White, that are featured in the pop-up shop.

LeafletsLondon Fashion Week will take place on the 22nd of September 2011 allowing an advertising opportunity for the pop-up shop, by printinganddesigningleafletsASOSwillbeabletodistributeleafletspromotingtheevent.TheleafletswillalsobeabletobesentoutwithASOS packages in the weeks before the pop-up shop.

Billboards Guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consum-ers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz. Billboards will be around each of the four cities 2 weeks prior to the opening of the pop-up shop.

Bus Advertisment - £89

Leaflets-£21529

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Costings

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