David LabuschagneLogistics

Contents

VisionLocationInspirationVisual MerchandisingFixturesInteractive ScreensExtras Mannequins Signage Swing Tags Hangers FlooringFitting RoomTillsCashier DesksLabor

Public Relations Strategy and ObjectivesMedia and PressPress ReleasesCelebrityStore Opening Invitations Catering and EntertainmentOnline Communications Website Social NetworkingAdvertising Target Customer Photoshoot Fashion Film PublicationsPublic Liability InsuranceBudgetImplementation

Vision Topkids is the new sister store to Topshop and Topman. It embodies a similar ethos to its siblings: Fashion forward with innovative designs. Topkids aims to be a retail leader. It will create a shopping experience through its interactivity for children and parents but also using concept to design a store that is inviting and comfortable whilst still providing a stress free experience for the customer. Topkids is a fashion forward brand that prides itself on delivering clothing that is trend setting for children aged 0-14 years.By creating a flagship store for Topkids it launches as a serious contender to other ambitious children’s brands and is an inspiration rather than following with the same type of shopping experience that people are beginning to get tired of.The flagship store will provide a space that embodies Topkids beliefs and showcasing the clothing in an innovative way, encapsulating the customer and strengthening the link between Topkids, Topshop and Topman.

Location:

Knightsbridge

LocationTopkids will be located in the Knightsbridge flagship Topshop store. It is located on Brompton Road, opposite Harrods. It fits in with the surrounding shops as Topkids launch as a high-end highstreet brand. Knightsbridge is notable as an ultra-expensive area for residential housing and for its density of up market retail outlets. Surrounding competitor stores include Harrods, Harvey Nichols, Burberry, Zara, Uni Qlo, Jigsaw, H&M, Lacoste, Monsoon and French Connection. The building currently has three floors selling Topshop clothing and shoes, Designer ranges and Office shoes. Topkids will be located on the lower ground level. The clothing and shoes that are currently located on this level will be moved to the ground and first floor levels and will need to be reduced in size. The lower ground has a total space of 1,8862ft. As Topshop currently rents the whole three floors, the rent is unknown, yet clearly affordable for this brand.

Concept Inspiration

Visual MechandisingThe visual merchandising displays instore and in the windows are inspired by spirographs and graphs. Using the lines created by these, the displays will consist of rope creating 3D patterns playing with size and depth. Rope The rope for the visual merchandising displays will come from an online shop www.cheap-rope.co.uk. They sell colored, polyester braided rope amongst many others. The rope will need to be clearly visible to make an impact. The width of the rope is 14mm. The rope comes in green, blue, yellow and red and costs £275.00 per an 110m coil. One coil of each colour is required. Next day delivery is available.Total Cost: £1,100.00

StandsThere are two display areas in store and five windows that will have mannequins. Instore, one area is under the stairs and the other in the centre of the room. As the mannequins are children sized, they will need to be on a platform to gain extra height and be noticed as a centerpiece around the floor.Individual platforms will be made for each mannequin so they can all be at different heights. This will help with arranging the composition of the displays. These stands can be easily made by the visual merchandising team in-store. They will be boxes all with a different size, from 200mm high to 600mm high. A basic frame can be made from timber, and then they can be covered with panels.The wood, paint and nails to make these stands will come from B&Q.To make the framework of these stands saw kiln dried timber will be used. The dimensions of the wood is 2400mm x 50mm x 47mm. 41 pieces will be needed at a total cost of £163.14.The wood panels that will cover the sides and top are MDF. It is 1819mm x 607mm x 6mm and £9.48 a sheet. In total to make these boxes 11 sheets of MDF will be required at a total price £104.28.For 2kg of 40mm nails is £9.88.The stands will need to be painted using Dulux Once One Coat Soft Sheen Paint Pure Brilliant White 4.5L. In tubs of 4.5 liters, 3 tubs will be required at a total cost of £44.04Total Cost: £312.34

Fixtures and Railings In keeping with the stores design inspiration, the rails design is based upon the childhood favorite, spirographs and the lines they create. The rails embody curves with angles and the steel is bent creating loops where clothing hangs from whilst having the angles in between. The rails are made from steel and are bespoke pieces. These bespoke steel rails will be made to attach to the walls and stand alone on the shop floor. The rails that are attached to the wall run along the length of the wall and will be produced by Metal Works London. This will cost approximately £27,389.00 and production and delivery is 8 weeks.Total Cost: £27,389.00

Interactive Screens and SoftwareTopkids aims to be a leader in retail experience and including interactive screens within the store will help achieve this. The screens will allow the customers to view the clothing surrounding the screens digitally and they can play with their outfit to pair items together while the machine will recommend other items to go with the outfit. It will also have a video preview of the garment on a model to show the fit of the garment. This will also get the children involved and help keep them entertained whilst the parents shop.For two screens and the custom made software it will cost approximately £8,995 from Paradigm Audio Visual Ltd. Lead time for these screens and the bespoke software to be produced and delivered is 5 weeks.Total Cost: £8,995.00

Large Video ScreenTo help further enforce Topkids as a brilliant retail experience, a large screen will feature at the centre of the store, along the back wall. Measuring 2.5m x 1.2m wide, the screen will have moving images projected onto the wall. The video will be a short fashion film that can also be viewed on the website. Other promotional images including the logo can be projected onto the screen to help engage with the customer and further sell product to them.The screen costs £2,514.10 and the projector is £4,329.70 both from Paradigm Audio Visual Ltd. The lead-time on the screen and projector is 2 weeks. Total Cost: £6,843.80

Mannequins Mannequins will be used in the five windows and in two display areas in the shop. As Topkids are selling clothing for all ages up to 14 years a range of mannequins are needed to reflect all customers. The mannequins will be headless and in white and black colours to show diversity.For this reason numerous mannequins are required. Due to the age the mannequins are unisex and are available in the following sizes:2-3, 5-6, 7-8 and 12-14 years old.In total 8 mannequins will be required in each size. That way there can be 4 of each sex in each size that can be spread between the 7 display locations.The cost of each and the quantity to be purchased are:2-3 years old – 8 @ £133.28 each5-6 years old – 8 @ £136.54 each7-8 years old – 8 @ £138.90 each12-14 years old – 8 @ £156.51 eachThe mannequins will be ordered from www.displaysense.co.uk. Delivery is 5-7 working days.Total Cost: £4,521.84

SignageIt’s important for potential customers to realise that the Knightsbridge Topshop now has a Topkids within its building. Adding a Topkids sign above the entrances will make this statement.Like the Topshop sign the Topkids sign with be a large neon lit sign.A1 Designs will make the custom made signs. Including delivery this will cost £857.70 per sign. It will take up to 10 working days from the date of the order being approved, to go into production and get delivered.

As Topkids will be located on the lower ground floor the signs telling customers what is on each floor will need to be changed. Again A1 Designs will make these percepts signs with neon writing at a cost of £342.45Total Cost: £2742.75

Swing TagsThe clothing will need to have tags attached with the barcode, price and garment code. The tags will be 85mm x 55mm on 350gsm card, printed in full colour on both sides, with a gloss finish. This will be done by swingticket.co.uk. For 2,000 tags it will cost £285.00. To get started 20,000 tickets will be ordered. Upon receipt of the order it will take 14-16 days to be delivered.Total Cost: £2,850.00

HangersKeeping in theme with the bent steel rails, the hangers will also be metal. Made by The Hanger Company it will cost £1,500 for 2,000 children sized wire hangers. Delivery is overnight.Total Cost: £1,500.00

FlooringThe flooring is already installed in the store. It is important to keep this flooring as it will keep some continuity between the Topshop and Topkids brands. The flooring in the store is large, mid-gray tiles.

Fitting RoomsThe fitting rooms will be refitted with new interiors. The fitting room will be split into male and female sections. At the entrance of each fitting room there will be a Tweet Mirror. The Tweet Mirrors allow the users to take a picture of them wearing the clothing they’re trying on and upload it to their Twitter or Facebook or send it via MMS or Email. Using social networking to engage with the customer will help drive sales and photography will be encouraged within the fitting rooms. The Tweet Mirror is from Nedap Retail. The cost of two mirrors is approximately £44,000 and will take up to 6 weeks to arrive once ordered.Total Cost: £44,000

Each fitting room booth will be painted a different colour to make each individual. They will be bright and bold but importantly uplifting. The colours used include yellow, Red, Blue and Green. There are six changing booths in each fitting room so a total of twelve. The paint is from B&Q. Each fitting room booth will have a total wall space of 11.252m. This means a 2.5L tub of Colours By B&Q Silk Emulsion Electric will paint two booths. Six tubs will be required to do all twelve booths. Each tub costs £12.98.Total Cost: £77.88

TillsTopshop and Topman have the same tills in all their stores. As Topkids has a Topshop on the higher floors, it’s important to have the same tills to allow customers to go between Topshop and Topkids and purchase all their items in one transaction. For this reason Topkids will use the tills that are already on the lower ground level. The tills will be uninstalled and moved whilst the store is fitted and later brought back to be installed again for the opening.

Cashier DesksThe cashier desks will be bespoke. Like the rails and stands, they’re inspired by spirographs with the mix of curves and angles. The cashier desk will have three tills and will measure approximately 3.6m.The desk will be produced by Jellybean Creative and will need to be ordered 5 weeks ahead of its instillation to allow sufficient time for it to be made and delivered. The cost to produce and deliver this desk will be approximately £7,250.Total Cost: £7,250

LabourThe store is going to require a team of expert shop fitters to come in and fit the store. This will include installing the rails, the till points, build the fitting rooms and paint them.To fit the store, Apple Display and Shop Fitting charge approximately £700 per day for labor. A store of this size will take approximately five days for them to fit at a total cost of £4,200.00. This includes the labor, travel and the accommodation of the workers for the week.

The electronics that need to be done include fitting the large screen and interactive screens, installing the tills and managing cables. Apple Display and Shop Fitting will also do the electronics. The electrics are subject to a site visit but for a shop this size they would charge approximately £2,400.00.Total Cost: £6,600

Public Relations Strategy and Objectives An in-house PR team will control Topkids Public Relations. Working with the Topshop and Topman in-house team, they will expand to now include Topkids. This will help reduce the cost of having to contract an outside company. In the past Topshop and Topman’s PR team have been very successful in developing and promoting the brands. Expanding to now include Topkids is an obvious choice to ensure its success.

The main objectives will include:Successfully launch Topkids, raising awareness of the brand amongst its target market.Develop a reputation. Topkids being a fashion forward brand that is a trendsetter rather than a trend follower.Create awareness of Topkids having experiential design at its core of the store design. Gain press coverage of the brand.

Media & PressTo achieve these goals the PR team will try to gain press through the media including magazines, television, Internet and celebrities.Building relationships with the press and editors will help gain further exposure for Topkids. Getting Topkids into the magazines and having Topkids products in fashion spreads and trend pages will help drive sales of the featured products and improve the exposure and reputation as a fashionable brand. Topkids PR team will consistently seek out new press opportunities to help promote the brand.

Press ReleasesTo communicate with the press, press releases will be regularly issued via email and available to download form the Topkids website. The press will also be updated with video and images including lookbooks of collections.

Celebrity Topkids will try to gain celebrity exposure by donating clothing to carefully selected celebrity children who are representative of Topkids target market. Ideal celebrities to be seen in Topkids clothing include:Willow Smith, Suri Cruise, Maddox Chivan, Violet Afleck, Romeo Beckham, Jayden Smith, Louis Bullock and the daughter to be of the Beckhams.

Store Opening The store launch will be complimented with a press event/launch party. This will encourage the press to cover the launch, gaining recognition and awareness of the brand and it’s opening. The event will be held at the store in Knightsbridge.

InvitationsInvitations will be sent to press and guests in advance to make them aware of the event. Inviting the correct guests is vital to ensure success. A mix of press, celebrities and industry insiders will be invited.

The invitations will be on A5 400gsm card. Crowes Complete Print will print a total of 1,200 invites at a cost of £292. It will take up to 5 days to be produced and delivered. These invites will need to be placed in envelopes costing £215.52 from Ryman and sent 1st class via Royal Mail at 41p each, a total of £492.Total Cost: £999.52

Catering and EntertainmentThe event will run during the evening before the store opens to the public. Guests will be greeted with champagne and canopies. 402 bottles of Moet champagne will be purchased from Tesco Wine at a cost of £173.70 for a case of 6. 100 cartons of orange juice 100 cartons of apple juice and 50 bottles of still water will be purchased from Tesco at a cost of £536. Tesco require 24 hours to deliver. Peni Black Catering Service will provide the food and the menu will consist of meat, fish and vegetarian canapés. This will cost £865.45.Reggie Yates will be the DJ for the evening providing music in the background for the guests to enjoy. Booked through James Grant Management he will cost approximately £4,500 to do a 2-hour set.Total Cost: £17,139.35

Online CommunicationsWebsiteTopkids will launch an e-commerce website to coincide with the launch of the store. It will have the full collection of Topkids clothing and will enable customer all around the UK to purchase from it.The site will have product images of the items and customers will be encouraged to write reviews once they have purchased that product.The design and set up of the website will be done by Business Pro Designs and will cost £1,499.Total Cost: £1,499

Social NetworkingTopkids customers are children and their parents. Targeting the children is crucial and one-way to do this is through social networking sites. Topkids will have a Twitter and Facebook page that will be updated on a regular basis. Connecting to the customers through these platforms will help engage with the customer base and encourage regular awareness of the brand. Posting news, videos, images and competitions on these pages will encourage interest in the brand and help to generate sales of items featured. It will keep customers up to date on Topkids and keep Topkids at the front of their memory.

AdvertisingTarget CustomerTopkids need to target the Parents but in particularly the mothers as well as appealing directly to the children. Topkids is a higher end highstreet brand and for this reason, needs to be careful in how it does this in order to keep the brand at that higher end mark.

PhotoshootThe advertising campaign and promotional images will take place in a studio. The PR team will organise the photoshoot. The shoot needs to make the clothing look like designer, quality, fashionable clothing, to help entice the customers that are viewing the adverts. The shoot will last for two days due to the amount of models required to shoot.The studio will be hired from Photofusion at a cost of £135.00 for the day. This will include the room, the lighting and backdrop. The photographer will have their own equipment to take the images.The photographer will be booked through One Photographic. Julia Bostock specialises in children’s photography and advertising and costs £3,000 per day.The stylist and hair & make up artist will be hired through Carol Hayes Management. Danielle Elems is a stylist who specialises in childrens styling and Charlie Duffy is a hair & makeup artist who

also specialises in working with children. The stylist costs £450.00 per day and hair & makeup artist is £560 a day.The shoot will require 8 models both male and female aged 3, 6, 9 and 12. Each model will cost approximately £500 a day.Total Cost: 14,290.00

Fashion film The film that is posted on the Facebook group, Youtube and screened instore on the large video screen will change on a regular basis. This is a low cost way to gain publicity for Topkids. The first video will be a behind the scenes look at the photoshoot of the advertisements. As the photoshoot will be taking place the only extra cost will be a cameraman and editor.Total Cost: £2,000 approximately

Print PublicationsGaining exposure through magazines that target the same market will be key to developing the relationship between Topkids and its customers. Topkids will only advertise in a few carefully selected magazines. Targeting parents, adverts will appear in Elle and Grazia magazine. Topkids won’t advertise in any of the childrens magazines such as Mizz or Shout as it aims to launch as a high end, luxury highstreet store. These magazines would devalue the brand.Advertising in Grazia for a full single page to run one week costs £8,500. Advertising in Elle magazine for a full single page to run one month costs £15,000 with no fixed position. The magazines have a lead-time of two months.To help launch the brand Topkids will advertise in these magazines for at least the month leading up to the opening and the first month Topkids is open for trading.Total Cost: £98,000.00

Public Liability InsurancePublic liability insurance is designed to protect businesses from being sued should any third party accidentally receive any bodily harm or damage to their property.

BudgetItem / Service Total Cost

Rent Unobtainable

Rope (VM) £1,100

Stands (VM) £312.34

Fixtures and Rails £27,389

Interactive Screens & Software

£8,995

Large Screen and Projector

£6,843.80

Mannequins £4,521.84

Signage £2,742.75

Swing Tags £2,850

Hangers £1,500

Tweet Mirrors £44,000

Paint (Fitting Room) £77.88

Cashier Desks £7,250

Store Fitters £6,600 Inhouse PR Unobtainable

Invitations (Launch) £999.52

Catering and

Entertainment (Launch)

£17,139.35

Website £1,499 Photoshoot £14,290

Fashion Film £2,000

Print Publications £98,000

Public Liability

Insurance

Unobtainable

Total Cost 248,210.48

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