A creative retail space design project for John Smedley, a premium British knitwear brand.

1. JOHN SMEDLEY POP UP STORE CONCEPT
CREATIVE EDGE
Unit: Creative Retail Spaces
Amrit Kaur: Visual Merchandiser
Pooja Das: Designer
Jiangrui Liu (Sabrina): Research Analyst
Tanchapat Benjasiriwan (Tammie): Trend Analyst
ZHENGYING Hu (Victoria): Social Media PR
1

2. AGENDA
To design a new pop-up retail experience for John Smedley, building on the
brand's strength in the premium / affordable luxury sector and effectively
deliver the essence of the brand in a temporary store format.
BRIEF RECAP
• To create a store concept that will excite style conscious shoppers.
• Challenge perception of the brand
• Consider traditional pop-up store with space upto 20-25 sq meter with
small adjacent stock room
• Focus on classics and explore the realms of co-creation
• Include Omni channel shopping/technology.
• Window: deliver key message , be bold and imaginative.
• Select appropriate material, figure, props, lighting, signage,etc for store
design.
• Address stock density and stock replenishment.
• Store design and Layout
• Payment solution to free up space
2

3. METHODOLOGY
PRIMARY
SECONDARY
• Factory Visit
• Non-participant store observation
(John Smedley & Competitors)
• Store Manager’s Interview
• Customer Observation & Interview
• Store Atmospheric Observation
• Location Observation
• Sensory Audit
• Company research (John Smedley brand bible, website)
• Pop Up Store Research (Niehm et al., 2006; Holmgren and Olofsson, 2015 )
• Trends Analysis (WGSN, Retail design blog, Dezeen, etc.)
• Visual Merchandising and Display- (Pegler, 2012)
• Store Atmospheric : (Turley & Milliman, 2000)
• Sensory Marketing: (Hulten, Broweus, and Van Dijk, 2009)
3

4. John Smedley OverviewJOHN SMEDLEY OVERVIEW
4

5. COMPANY BACKGROUND
• John Smedley is a heritage British premium
luxury knitwear brand
• Royal Warrant from Her Majesty The Queen as
‘Manufacturer of Fine Knitwear’ since January
2013 (John Smedley, 2016).
• Family run business
• established in 1784
• known for their finest quality garments, iconic
pieces and beautifully crafted products with
effortless style, unique and contemporary
colours and palettes (John Smedley, 2016).
• The evolution of the brand has been mapped
in the timeline.
USP:
Royal Warrant and 100% made in Britain
Product Portfolio:
The product portfolio includes knitted men’s wear
and women’s wear which use high quality Merino
Wool, Cotton, Cashmere Blends,Cashmere and
Silk, Silk Blends, Fine Knit, Medium Knit and
Heavy Knit fabrics (John Smedley, 2016).
(Source: John Smedley, 2016)
5

6. CORE VALUES
Heritage Quality
Craftsmanship
Community
Colour
Core Values
John Smedley’s Core values are based
on 5 pillars (John Smedley, 2016):
1. British heritage: Rich 230 years of
heritage
2. Quality: In house fibre processing.
3. Craftsmanship: Cutting edge
Japanese technology and hand
finished garments.
4. Colour: Wide range of colour
pallet
5. Community: trusted worldwide
partners and loyal customers.
6

7. Brand position: Premium brand, affordable luxury
Target customers: Age 30-65
Competitors: Lifestyle brands with knitwear lines:
Polo Ralph Lauren, Paul Smith, Aquascutum, Z
Zegna, Pringle of Scotland, Hackett (based on store
observation of Selfridges, John Lewis, Harrods and
Harvey Nichols)
BRAND POSITIONING
7

8. JS CUSTOMER PROFILE
• Age : 40
• Job: High Profile Jobs
• Car: Ford
• Magazine: Business,
Fashion, Sports,
Health.
• Music: Blues, good old
rock and roll, Classic
• Cuisine: French,
Italian, Japanese,
Chinese.
• Night Life: Bar,
musical, social events.
• Hobbies: Reading,
Travelling, Gym
Current Customer
• Name Lucy
• Age 28
• Status In relationship
• Location UK, London
• Job Sales Negotiator
• Car Nissan Note
• Magazine Vogue,
Elle, Bazaar, The lady
• Music Pop music,
Jazz, Classical music
• Restaurant French,
Japanese, Italian,
Chinese restaurant
• Cafe Costa, Nero,
Starbucks
• Nightlife Social event,
bar, club
• Hobbies Reading,
yoga, swimming,
shopping, going out
with friends
Female Younger
Customers(brand
would like to attract)
8

9. STORE ENVIRONMENTAL ANALYSIS
9

10. Interview with store manager: Mirozi Lkdy
Target
Customers:
-All age groups
-Tourists from
Middle East and
Asia
Highest selling
products:
- Classics - Belvoir,
Buttercup, Adrian,
ISIS
Sale Contribution
- 70% Men
- 30% Women
Peak Sales:
- Post Christmas Slow
sale (February)
Busiest days: Saturday
and Sunday
10

11. Human Variables
Employee Characteristics: very
friendly and helpful. Greeted with
smile and thanked before leaving the
store.
Uniform: Semi Formal and smart
dressing in dark blue colour.
Crowding & Privacy: Not crowded
only 3-4 employees present. 1
manager, 1 Sales executive
and 1 person at till
External Cues
Architecture: Fusion of
medieval and Contemporary
architecture.
Surrounding Stores: Luxury brand
Flagship stores in Brook Street
(Joseph, Issey Miyake, French Sole,
etc. )and Custom made high end
boutiques in Jermyn
Street( Hilditch & Key, Tailor of
Old bond street,
Longmire, etc.)
Point
of purchase &
decoration displays
Signs: No signs
Cards: Old Christmas gift cards
Wall Decorations: none, glass
wall
Price Displays: yes, digital
price display machine at
tills
Store Atmospheric
Analysis
John Smedley
Turley & Milliman (2000)
Interior
Cues
Flooring: Wood, Leather, Carpet
Lighting: calm yellow light, focus
lights on wall with photo frames.
Back light graphic wall in front of
entrance.
Colour: neutral colors such as
grey, white, brown and blue.
Sound: Classical British
music in the Layout & Design Cues
Space: Jermyn St. store is spacious
and tidy whereas Brook St store is
cluttered and not kept properly.
Layout: Jermyn St. store has a free flow layout
whereas Brook St. Store has a Boutique Layout
( Bailey & Baker, 2014).
Product Display: Mix of Vertical and Horizontal
merchandising. Products displayed in Brook
Street is very shabby, open stock room, visible
carton.
Traffic Flow: Low,5 step count in 10 mins.
racks & Cases: Mid floor fixtures and
hanger racks for display.
Current Store Analysis
11

12. In order to perform sensory audit, five human senses , namely, sight, sound, scent, taste and touch that
provide the multi-sensory brand experience are observed from John Smedley and its competitors’ store
(Hultén, Broweus, and Van Dijk, 2009).
SENSORY AUDIT
12

13. From sensory audit comparison matrix, John
Smedley should improve and implement the
following in the pop-up store in order to increase
customer equity:
• Improve store design to increase women sale
contribution (highlight on women and new
collection)
• Being more organised: stocks must not be
visible for the customers.
• Play energetic or alternative music to attract
young consumers
• Window display must be eye-catching
• Product display in creative way
• Incorporate scent/ taste into the store
Sensors Atmospheric Observation Sensory Observation
Sight
• contemporary store design
• material used wood, leather, wool,
marble table tops, stone finish fittings.
• neutral colors such as grey, white,
brown and blue.
• calm yellow light, focus lights on wall
with photo frames. Back light graphic
wall in front of entrance.
• Made in Britain, simple and elegant.
• graphical representation of store plan of
JS factory on the wall opposite to the
entrance.
• Contemporary and shuttle
look.
• Eye catchy graphic walls
and photo frames.
• A sense of British Culture.
• Contrast colors and brightly
light up store gave a feel
good factor.
Sound
• Classical music in the background, not
energetic.
• Campaign: Sound of factory and
nature.
• Soothing but dull, not in
sink with store design
• nostalgic feeling.
Smell • No scent used.
• unpleasant smell of paint.
• very strong smell
Taste
• No taste
• No taste
Touch
• Smooth wooden floor, cubical forms in
slate look, wooden mannequins, marble
finish table surface, vertically textured
slate walls.
• Very soft and high quality products
• furnitures do not look steady as the legs
are pointed and the table top has the
look of heavy marble slab. Balance is
not maintained.
• Fixed i-pad to explore the whole range.
• variety of textures,
materials, forms and
shapes made us want to
touch the objects. (eg:
leather hangers, slate
finished props, wooden
mannequins, high quality
merchandise on display.)
• A warm, cozy and
comfortable sensation.
• wanted to touch the
products
• Touch technology in form
of i-pads .
JOHN SMEDLEY SENSORY AUDIT
13

14. COMPETITOR SENSORY AUDIT
• Modern and minimalistic
interior
• Calm music, ad-
campaign used sound of
nature
• use of natural light in
store.
• open window display
• use of diamond pattern
inspired from Scotland.
• Dark, classic interior
• mixed material used in
different sections of the
store.
• spotlights to highlight
products.
• youthful energetic
environment.
• Alternative, Indie-rock
music attracts younger
customer.
• tropical plant for
display
• marble floor- cool feel
• Classic theme
• 60’s-70’s Rock
• happy, relaxed
• cozy atmosphere
• Mixed Rich Material
• Vintage, Classic theme
• Rich Atmosphere
• Classic instrumental ad
campaign.
• fresh floral jasmine like smell.
• Vintage, Old looking props
like grand fathers watch and
wooden walls.
• Music: Classic Rock -
Energetic, Nostalgic.
• Artistic theme
• Upbeat music,
funky, Classic
oldies
• Fun, happy and
energetic mood
• abstract props
such as crumpled
metal vase.
• modern, classic
and casual theme.
• use of fabric -
tweed pattern for
capet.
• Electronic, house
and Alternative
music.
• Young and
energetic.
Pringle
ZZegna
Ralph Lauren
14

15. TREND ANALYSIS
15

16. • Niehm et al. (2006) applied Fishbein and Ajzen’s (1975) Theory of Reasoned Action (TRA)
(Figure 1) to study the behavioral intentions towards pop-up store.
• The results showed that product uniqueness of pop-up retail have positive affect toward the
engagement in the pop-up experience.
• Therefore, rather than focusing on a commercial aspect of pop-up store, John Smedley should
focus on providing exclusive and unique shopping experience in order to create long-term
brand loyalty among the customers.
POP UP STORE FRAME-WORK
16

17. POP UP STORE AUDIT
• Garments hang from a
handmade oak structure.
• Inspired by the works of
American artist Oscar Tuazon
• Open-plan gallery-like interior.
• Artist Collaboration: Artworks by
American artists Graham Collins
and Lucien Smith
• Store features a bespoke sound
installation with daily playlists.
• Interior uses using industrial
materials and textured surfaces.
Hostem east London pop up
store interior, February 2016
COS pop-up shop in LA,
November 2015
• Concept based on Autumn Winter
collection.
• Used the pink and red tones from the
fashion collection to inform their
colour palette.
• Mirrored wall divides the room and
creates the illusion of infinite space.
• COS regularly collaborates with
architects and designers to create
presentation spaces
• Example: Japanese studio Nendo,
which created an installation based
on the brand's signature white shirt
in Milan last year.
• Temporary walls were installed.
• Cut out shapes from walls and
made plinths reflecting
collection's design.
• Fluorescent lighting
• Enhanced customer experience:
gym space for selected visitors
to work out while trying the
merchandise.
• Nike running shoes were
suspended in the window
Nike pop-up New York,
August 2014
17

18. • Collaboration with the
international hotel company, Ace
Hotel
• Inspired from London tube map
and tracks.
• London designers and fashion
bloggers were invited for
opening.
Opening Ceremony Pop up at
Shorditch
• Lauren famous UK based blogger in
Estee Lauder Pop up launch event in
Box Park, Shorditch
• Attracted social media attention, word
of mouth , social media marketing
• Playlist curated by Zara Martin
• Photo wall
Estee Lauder Pop up , Box park
Shorditch, September 2015
18

19. MINIMALISM
M-POS
TECHNOLOGY
BLOGGING TREND
Technology in 2016 (WGSN, 2016):
• MPOS: Consumers’ trend toward
contactless and mobile
payment .
• Rise of Click & Collect
Blogging Trend (Mintel, 2016):
● Partner with popular bloggers/ vloggers as
they are influential to younger consumers
● Increase brand followers
● Guerrilla Marketing: low-cost untraditional
marketing strategy which gives high benefit.
● Launch event
Business of Fashion, 2016 NIKE X Abe’s Sacai
Designer, Karen Walker Says Collaboration
is the Key to Growth (Business of Fashion,
2012)
DESIGNER COLLABORATION TRENDS
RETAIL TRENDS
19

20. JOHN SMEDLEY X HOLLY FULTON COLLABORATION
● Promote new collaboration of Holly Fulton X John Smedley AW 16 with will be included in the product
offering.
Note: Holly Fulton only sell via e-commerce platforms in the UK; therefore, Jonh Smedley can be the first to
launch the collection offline in the UK
20

21. Covent Garden is a high tourist
density area which receives more
than 44 million visitors per year
(Londontopia, 2013). The area
also has convenient access to
tube station with less than 3
minutes walk.
Next to Covent Garden Piazza,
King street presents a possible
location for the pop-up store with
stores such as Jo Maloane,
Sandro and Hackett, John
Smedley’s competitor.
Covent Garden Piazza
LOCATION
21

22. RESEARCH FINDINGS
From background research, store environment analysis and
trend analysis, John Smedley should include the following in the
new pop-up store concept:
• Translation of Core Values in store and window design
• Contemporary store atmospherics to attract young customers.
• Unique and creative design of pop up space to challenge
John Medley’s brand image
• Translation of made in Britain story - Brand awareness among
tourists.
• Focus on showcasing new collection(Collaboration pieces)-
Classics are already selling well.
• Store design to be minimalistic and well organised.
• A scent of fresh floral smell could be considered to enhance
the senses .
• Technology and Signage to be kept in mind at Point of sale.
• Attracting The Right Consumers to the Store
• Find high density tourist Location- Covent Garden
• Marketing through Social Media - Invite influential bloggers to
host the pop-up store launch event where they can invite
their followers for free.
• Engage in guerilla marketing
• Focus on offering exclusive and unique shopping experience
to the customers rather than financial benefits.
22

23. Pop up ProposalPOP UP PROPOSAL
23

24. • Translating brand essence in unique and creative way
• The fashion gallery reflects minimalism element
• Feels like an art gallery/exhibition
• depicts John Smedley’s history
• Creates customer experience- wow factor
• Attracts customers sight though point of focus: Inspiring art installation
• Holly Fulton x John Smedley Collection pieces displayed as art pieces.
THEME: The Fashion Gallery
Fashion Exhibitions
Elevated Minimalism Retail Design Trend
(WGSN, 2015)
John Smedley’s History
and Heritage
Louis Vuitton, London
Pop-up store concept is stemmed from
three main inspirations which are
• John Smedley's brand history
• elevated minimalism retail design
trend
• fashion exhibitions.
24

25. MOOD BOARD
Translating 200 years of Heritage into contemporary fashion gallery
25

26. PANTO
NE7547
PANTO
NE
7530
PANTONE183
PANTONE
7527
PANTO
NE7418
COLOUR: Achromatic + Contrast
Dominant
Subordinate
Accent
Achromatic + Contrast Color Scheme
Sherin 2012:31
• Colour is in sync with John Smedley’s brand identity and minimalistic look.
• Achromatic Colour Scheme is used wile creating some contrast with the
use of dark blue for accenting
• White, Grey and Blue are cool colors- Calm, Cool and positive(Valdez and
Mehrabian, 1994).
• Cool-colour background makes consumers more pleasant and it is
associated with purchase outcomes,such as higher chance of making
purchases by consumers(Belize,Crowley and Hasty,1983)
• Contrast is used in products and decorative props to clearly create
desired focus.
Background
Colours
Color
Contrast in
Merchandise
Display
Color Pantones
26

27. Modular Unit: Concrete Board
Wool chords for
decoration
MATERIAL BOARD
Foam Board for typo & printing
Cotton Curtain
• Sustainable Materials- Fibre Glass, metal wire , Wool Chords, Concrete Board,MDF Board.
• Easily available.
• Low cost
• Low maintenance
• Aesthetically Appealing
Still.S (1998)
Concrete texture floor
Wire Chord for installation Fabric for decoration
Stained Fibre Glass
MDF Board Used for False
Ceiling and walls
27

28. LIGHTING
Zumthor's Bregenz Museum : Patterning
Lighting could affect visual acuity of objects in
display and arousal experienced by shopper
(Areni and Kim 1993);
Soft lighting supports high image(Baker,1992)
Blue store soft lights produces high price fairness
perceptions.Light colour and colour rendering are
decisive in determining the perceived quality of
products and materials.Fabrics with blue and
green hues are best presented in a cool light
colour.
For general lighting LED lights are used because
of several benefits such as:
• Extreme low power consumption
• Extremely long life (50,000 to 100,000 hours)
• Durable and insensitive to vibrations.
• Light weight and compact
• Recyclable
• Easy to remove
• Recyclable
• Environmental friendly
• It can be also used for point of purchase
displays and signage
(Pegler, 2012)
.
Store ceiling:
general LED tubes and
movable focus lights
28

29. Abstract Mannequin:
The abstract mannequin will be utilised in
the pop up store. The minimalist design of
the mannequin can represent the
minimalist concept of the pop up, and
contemporary look of the abstract
mannequin also corresponds the
contemporary feeling the brand wants
(Spark, 2015).
The abstract mannequin used for the
window display has been covered with
Jacquard prints and styled with John
Smedleys’ accessories
used in
window
display
concept
MANNEQUINS
29

30. Functional Props:
• Hangers
Decorative Props:
• Frames
• DIY Plants
• information props printed on foam board
• centre prop- metal wire tree
Decorative Prop:
Metal Wire tree used as a
centre art installation to hang
collaborative pieces of John
Smedley and Holly Fulton A/
W 2016 Collection
Functional Props
Decorative
Props
Props
30

31. Fixtures
modular drawers- hidden stock
Floor Fixture: Modular drawers
used at the back of the display window
to keep stock.
Modular units are flexible props used to
display product which are suitable for
pop-up store due to its mobility and cost
efficiency.
Characteristics of modular units:
•Look like an immobile concrete forms
•Made of cement board and accordion-
like folds
•Geometric podium for product display
•Easy to move
•Low cost
Hooks in the Trial Room
Frame Less
Wall Mirror- Minimalistic look.
31

32. FITTING ROOM
• Fitting room behind till wall
• sitting stool, mirror and hooks
to hang garment available
• Pictogram used as signage to
depict fitting room.
• Cotton Curtains with luxurious
touch.
32
vinyl pictogram
on acrylic glass
Oasis
Pringle of Scotland

33. • The cash point will be
compact in size to
provide more space in the
store area.
• Cash desk made of
modular unit with hidden
shelves to store shopping
bag and packaging will
be presented.
• Signage made out of
Acrylic glass will be
attached to the cash desk
with the brand logo and
royal warrant to highlight
on the brand unique
selling point.
CASH POINT
Modular unit
33
Vinyl print on acrylic glass
concrete board

34. SIGNAGE- MINIMAL & CLEAR
Use of pictogram
and clear fonts for
signage.Pictograms
are signs to
communicate with
customers using
symbol who speak
different language.
(Targeting tourists)
Helvetica typeface to
be used in alignment
with John Smedley’s
logo and present
font
Click &
Collect
Fitting
Room
Audio
Guide PICTOGRAMS
FONTS IN
VINYLE
Metal Letters in silver
Royal Warrant from
Her Majesty The
Queen
34

35. • Helvetica is favoured typefaces in both
streetwear and high fashion
logos(fontsinuse.com).
• Clean, readable and Versatile.
• Brands using Helvetica typeface: YSL,
CHANEL, COMME des GARCONS
“ If you want your fashion label to have
longevity and versatility, give it some
classic type.” (Andrew, 2014)
TYPE FACE-Helvetica Nude Bold
35

36. PACKAGING
• Packaging has a key role in
communicating product benefits to the
consumers
• Modern marketing tool
• Can influence product evaluation and
help to create a overall product
perception and promise. create a
sense of class and high-end,mixing
with contemporary feeling.
• Based on the above theory The fashion
gallery exhibition should have special
packaging to increase word of mouth,
marketing the collaboration, brand
recall overtime the customer uses the
bag.
• Solution: Minimal, canvas, cost effective
tote bag
TOTE BAG-PACKAGING
JOHNSMEDLEYxHOLLYFULTON
A/W16Collection36

37. WINDOW CONCEPTS
• Minimalistic Window Display
• Plants symbolise Derbyshire Flower
and collaboration between John
Smedley and Holly Fulton
• Use of Brocade and Jacquard
fabric to craft leaves
• Knitted cover used in the props
• An art installation telling the story of
the collaboration.
• Creative window Display
• Use of Mannequin to display
collaborative piece
• Tined glassed inspired from stained
glass windows used in churches in
medieval times depicting history -
John Smedley
• MDF frame covered with knitted
fabric- John Smedleys’ material
• Contemporary window display
• painted mannequins are seldom used
by famous brands and retailers such
as Selfridges.
• Creates point of focus through
contrast.
• John Smedleys’ material and Holly
Fulton’s prints have been highlighted.
37

38. PROPOSED WINDOW CONCEPT
artificial fabric leaves
Knitted pot covers
38
Focus lights from top

39. STORE LAYOUT
Free flow layout has been
used as it works best for
stores with small area and
provides customer ease to
browse the store where
products are limited (Dunne
and Lusch, 2014).
Focal points have been
circled in red. The focal
points are:
1. Till area
2. Central fixture with
mannequin emphasising
w/w collection
3. Photo booth/ event space/
seating area
Fitting room
Blogger Event
Installation
I-PAD,AUDIODEVISE
Till
Open Back Window Display
Entrance
Mirror
Seating area after the blogger’s launch event
GLASSSLABSFORMERCHANDISEDISPLAY
Modular Hidden Drawers
39

40. modular drawer to keep stock hidden
PHOTO
WALL
Blogger-
Follower
invitations
for Launch
Event
Tree installation,
Holly Fulton
Collection
suspended.
Store Design
v
Fitting Room
Wall rest
Mirror
v
Concrete
Board
Modular till
unit
Side Wall with John
Smedley’s iconic
piece display
40

41. STOCK DENSITY HOLLY FULTON STOCK DENSITY PLAN
41

42. Therefore, all five human senses will be incorporated in the pop-up store
in order to offer maximum experiences to the customers.
Sight:
• Art Installation
• Creative way to product display products and also attracting new
customers into the store.
Scent:
• Fresh floral
• Mimicking natural surrounding of John Smedley’s Derbyshire factory.
Sound:
• Can increase their purchase intentions (Kotler, 1973) and change
consumer's perception about the store (North & Hargreaves, 1998) .
• Good use of sound in the online John Smedley’s “Behind the brand”
Ad Campaign. (factory machines, birds and nature sound incorporate
into music).
• This type of music can be used in store , promoting the brand heritage
and art exhibition atmosphere.
Touch:
• I pad will be available in store,
• Allowing customers to explore full range of products online with touch
screen technology.
Taste:
• Cookies with John Smedley logo
Jacob Ladder:
Derbyshire County
flower
Sensory Experience
42

43. Audio Guide:
• A recorded spoken commentary to the visitors,
• A handheld device (Bartneck, 2007)
• Including several different languages
• Explaining the history, craftsmanship and
community of the brand and the material, design
and colors of the collections
• Explaining the theme of the pop up, Fashion
Gallery.
Click and Collect:
• Less of stocking space in the pop up store
• With click and collect, the store can arrange their
stockroom based on consumers’ needs.
iPads at Retail (WGSN, 2011):
• Two iPads in store, customers can browse all the
products and choose whatever they want.
Technology
43

44. To promote a seamless payment in the customer journey, the
following will be adopted in John Smedley pop-up store in
order to free up space and provide customer convenience:
•Tablet-based mobile point of sales systems:
With the popularity of digital wallet (Mintel, 2016), John
Smedley can also employ contactless mPOS which
consumers can use mobile or contactless card to purchase.
•mPOS comes together with RFID systems:
Include tags embedded to the products to guarantee that the
products are available for customers in the specific location
without any errors (Entrepreneur , 2016). Thus, the systems
will provide a superior supply chain management to the
retailer and offer seamless payment method to the clients.
PAYMENT SOLUTION
44

45. • Invited famous bloggers such as 5
inch and up, Style Bubble, Olivija
style etc. to the pop up launch
event in Covent Garden
• Attracted social media attention,
word of mouth , social media
marketing
• Photo wall
John Smedley’s Launching Event
Photo wall
Launch Event
45

46. SUMMARY
• Translate brand heritage and Luxury DNA in an artistic way
in a fashion gallery
• Showcase collaboration pieces to attract new customers.
• Focus on women’s wear collection targeting young
women.
• Include 5 senses within the store environment to engage
customers.
• Invite famous bloggers for launch event to increase
popularity about the pop up store
• Include technology to facilitate easy shopping.
• Promote event though incorporating special packaging.
46

47. Pop up Proposal
Thank You!
47

48. Aquascutum (no date) Aquascutum London. Available at: http://www.aquascutum.com (Accessed: 14 April 2016)
Areni,C.S. and Kim, D. (1993) ‘The influence of In-store Lighting on consumers’ examination of merchandise in a wine store’,
International journal of research in marketing,11, pp. 117-125.
Baker, J., Levy, M. and Grewal, M. (1992), “An experimental approach to making retail store environmental decisions”, Journal of
Retailing, Vol. 68 No. 4, pp. 445-460.
Bartneck, C., Masuoka, A., Takahashi, T., and Fukaya, T. (2007) ‘An Electronic Museum Guide in Real Use’, Psychology of
Aesthetics, Creativity, and the Arts, 1(2), pp. 114-120.
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52. Appendices
Interview Transcript:
Interview with store manager Mirozi Lkdy
Email: mirozilkdy@johnsmedley.com
Q1. How long have you been here and what is your role in the store?
Ans: I have been here for 3 years now and I am the store manager here. I keep a track of sales, educate store assistants about the
brands and products, report daily sales to the head office , attend to clients and help them with any query, provide feed back to the
head office. Also, I will be moving to another store next month which will open in Piccadilly Circus.
Q2. Who are John Smedely’s target customers?
Ans: Our target customers are not specific. customers from all age group buy from us. Many tourist from Asia and Middle East buy
from us.
Q3. At the moment there are not much customers visiting the store so when is the peak season or time when customers visit John
Smedley?
Ans: February generally is a slow sale month as customers have recently spent in Christmas and new years. Also, the holiday
season is over so not much tourist visit in February. But however Saturday and Sundays are the most busiest day for us.
Q4. What is the sale contribution of menswear and women’s wear ?
Answer: 70% Men’s and 30% women’s.
Q5. Which is the highest selling product?
Answer: The highest selling products are our classics. Belvoir, Buttercup, Adrian, ISIS, etc.