POP UP SHOP
CONTents 1 6 TARGET MARKET 7 BRAND IDENTITY 2 ASSORTMENT PLAN 8 SWOT ANALYSIS 3 PROMOTION 9 BRAND IDENTITY MATRIX 4 STORE DESIGN 10 CURRENT MARKETING STRATEGIES 5 COMPANY PROFILE HISTORY MISSION
MARKET OVERVIEW IN THE US
by adriana jastram
COMPANY PROFILE Bimba & Lola was formed in 2005
by sisters Uxia and Maria. The first store opened in 2006 and nowadays Bimba y Lola has 160 st To pursue development of the brand in the segment of semi- luxury goods by strengthening its brand positioning, in addition to developing strategic markets, selecting and expanding its range of products where Bimba y Lola is most succesful; Spain, Japan and Mexico. Further international expansion plans into Asia, Brazil and Eastern Europe. ores in 17 countries all over the world. The brand is categorized in the range of accessible luxury offering high quality products (apparel & accessories) at an accessible price. 40% of the enterprise are franchises due to international expansion. The brand’s profits were estimated to be 77 M in 2007.
2005 Sisters María and Uxía Domínguez create the independent textile society. María and Uxía are nieces of designer Adolfo Domínguez and daughters of Jesús Domínguez, founder of Sociedad Textil Lonia (STL), one of the most outstanding fashion companies in Galicia, responsible for Purificación García and others.
2006
The sisters found the chain in 2006 as a brand targeted to working women of 20-50 years old.
2008 2010
Internationalization of the brand begins with its opening in its Paris store
Online sales inaugurate with bimba&lola.com
2013 Bimba & Lola inaugurates its fourth store in London. The brand introduces in Lebanon and Peru.
2016
Bimba y Lola implemented the exclusive use of 100% renewable energy in all of its installations (stores, warehouses, and central offices). This will save 750 tons of CO2 emissions.
MISSION
To pursue development of the brand in the segment of semi- luxury goods by strengthening its brand positioning, in addition to developing strategic markets, selecting and expanding its range of products where Bimba y Lola is most succesful; Spain, Japan and Mexico. Further international expansion plans into Asia, Brazil and Eastern Europe.
BRAND IDENTITY
“She’s well-cultured, she loves reading and travelling ” “She exists for herself and isn’t swayed by
others; she’s very sociable, but is happy to be by herself; she’s intelligent and doesn’t want to be defined by what she wears. She understands fashion, and has good taste. She’s pretty special.
”
“To create Bimba & Lola we
look for inspiration in nature, art, film - even in friends and family, Maria Dominguez
”
Roman Lata, creative director,
describes Bimba & Lola as a “more colourful, extrovert version of Sandro”
When people think of Spanish
fashion, they think of colour, playfulness and also, let's be honest, budget clothes - like Zara and Mango. Bimba & Lola is about accessible quality and design, but also individuality.
Spanish-style signature with
uplifting modernity.
The name of “Bimba
y Lola” comes from the founder’s dogs, and even the logo is a greyhound.
strenths -Rapid expansion: Bimba y lola sold 115 M from 2006 to 2015 growing a 557,4% since its launch. -The products offer an excellent price-quality relationship -It is situated in the range of accessible luxury (contemporary) -Strong brand image -Attractive stores -Effective Marketing Strategies -Strong presence in social media with strong, creative imagery -Personalized accessories -Contemporary European brands have risen in importance based on a successful strategy that fuses the image and marketing tactics of luxury brands with the
weaknesses
-Few Products
opportunities -Strong segment of luxury market in USA -Growth in Spain possible with brand -Extensions- Home, lingerie, or children apparel. -Expansion -Continuing technological advances in the retail market -Sustainability and environmental concerns among increasingly growing values in Millennials -Authenticity -Strong interest in brand image
threats -Unknown Market in the U.S. -Strong competence in the semi-luxury segment -Environmental concerns -Economical crisis in spain -More expensive products due to imports -Very competitive segment
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ACCESSIBILITY
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U.S. COMPETITORS
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AQUA 20
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PRICE
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2016 MARKETING STRATEGIES
1. Mobile Bimba y lola launched an app that enables consumer to access the complete Bimba Y Lola collection, campaigns, and editorials. It also enables users to save items and share them via social media, as well as creating shared gift lists with friends. In addition, the app has the option of scanning and saving items to the user’s wishlists for future or immediate purchases. Lastly, the app has a store locator service. Bimba Y Lola promoted the use of the app through social media by creating fun gifs and intriguing the customer that “something new” was coming before the launch of the app. As the app was launched a sales incentive of a 10% deduction on the new collection, achieved through the app for a limited amount of time was given in order to promote the download and use of the app
1. campaigns
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1. Sartorial Textures 2. #ThisIsVerne 3. Pink Explorer 4. This is Greek 5. Halloween Social Media Campaign 6. Bimba Lola London Store
#ThisisVerne 16/17 A/W collection inspired in the novelist, poet, and playwright Jules Verne and designed a campaign around it. The campaign was promoted through the website, social media in all platforms with the hashtag #for smart, successful, sophisticated womenthisisverne through creative photography by synchrodogs and fun gifs. Synchrodogs promoted the campaign with with posts. Different editorials within the collection were made; Ray Print, Sartorial Prints, Pink Explorer, Animal’s Print and Wool Coats.
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#ThisIsGreek S/S 16 collection was inspired in greek culture. Hashtag #ThisIsGreek was used throughout social media to promote the collection with creative campaigns. The campaign was promoted through print in kiosks in Paris, Taxis and building walls in London and small pop up trucks in Madrid. The stores were also designed according to the collection, blue and white with interesting mannequins complementing the merchandise. In addition to Photography, illustration was used as a medium for the campaign displayed as both still images and gifs.
3.PRESS Press releases are promoted throughout all social media platforms. Celebrity endorsements include Alma Jodorowsky & Alexa Chung
Ponytale Magazine Artistic publication based between Madrid and New York offering a fresh and audacious vision of contemporary femininity
DNA Magazine Digital lifestyle, art & fashion magazine in Mexico targeted to young people with a global perspective
Metal Magazine Based in Barcelona. Mix of fashion, photography and art whose pages can boast some of the hottest talents of the moment. METAL is published twice a year, is available in more than 25 countries
Glamour UK Stylist Magazine “for smart, successful, sophisticated women” UK Celebrity endorsements: Alexa Chung Kwave Global Korean Culture Magazine
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L’officielles Oldest magazine in Spain lauched in 1921 Jalouse Mag- French magazine Launching
4.launches
Parties & Pop Up Shops are popular strategies to launch and promote store openings.
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MARKET OVERVIEW in the u.s. THE APPAREL INDUSTRY & LUXURY SECTOR In the U.S. the number of consumer who bought clothing and accessories via internet has almost doubled since spring 2008. In spring 2015 has increased a 88% since. By the 2017 the clothing segment is expected to grow a 19.1% and the number of users is expected to amount to 1,510.8m by 2021. The americans consumers are enjoy shopping for contemporary and luxurious clothing through online retailers and off-priced retailers. The improved job market marked and increased pay has help the local consumption.
consumer expenditure Total consumer expenditure (in real terms) will rise by 2.3% in 2016. It is forecast to grow at an average annual rate of 2.1% in 2015-2030 in real terms. It will increase by a cumulative value of 37.5% during this period. Total consumer expenditure will represent 66.9% of GDP in 2016; Per capita disposable income grew by 19% in current prices between 2010 and 2015, and is expected to grow by 2% at constant 2015 prices in 2016.
DEMOGRAPHICS Total population has been rising at about 1% per year and reached 322 million in 2015. The median age was 37.8 years in 2015, up from 35.4 years in 2000. The indicator will continue to rise in the future, reaching 40.3 years in 2030. Hispanic population will be growing faster than non-hispanic one. Th U.S. is already the 5th largest spanish speaking country. During the period 2015-2030, total disposable income will increase by a cumulative value of 35.2% in real terms – growing at an average annual rate of 2.0%.
millennials
Millennials (18-34) represented 20% of the population with incomes of USD100,001 and over. Although they have enough money to spend and have great potential to become leading purchasers of luxury goods, millennials are also known as a HENRY, an acronym for high earner, but not rich yet. Also, they seem to spend more on expenses like traveling, leisure activities and rent rather than clothing.
baby boomers
The main consumers of luxury goods are those earning an annual gross income of USD 150,001 and over. This segment accounted for 7% of the population in 2015. The 50-54 and 55-59 age bands accounted for the two largest segments of the population with incomes of USD150,001 and over
Lives in Soho, NYC Income: 105k/year Education: M.F.A. in Juilliard’s Occupation: professor drama Lifestyle: enjoys going to art galleries, the theater and travelling during weekends. Marital status: married
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Behavioral: reads glamour magazine, sleek, and ponytail magazine. she is engaged in mobile shopping Shops outfits for: professional wear & casual wear
ANDREA CORDERO EXPERIENCER/INNOVATOR
TARGET CUSTOMER
Bimba y Lola’s target customer belongs to
the upper middle class, and the upper class. She is between the ages of 20-50, but the brand is mostly focused on millennials. She is an experiencer because she wants the latest in fashion, she is very sociable and spontaneous, she is independent, cultured and loves travelling.
Lives in Tribeca, NYC Income: 85k/year Education: m.b.a rhode island school of design Occupation: stylist
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Lifestyle: enjoys going to museums and concerts in her free time with her friends. her hobbies include photography and biking. Marital Status: single
VICTORIA YOUNG Experiencer/ Achiever
Lives in Williamsburg, NYC Income: 60k/y Education: undergraduate b.f.a. columbia university studying english literature Occupation: student Lifestyle: practices yoga & pilates and reading. likes going to the hamptons with her friends during the weekends Marital status: single Behavioral: reads nylon, vogue, dazed and confused. active in social media platforms. Shop outfits for: school & weekends.
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ELIZABETH STONE Experiencer/ Achiever
JACKETS
COATS
PRODUCT ASSORTMENT
PANTS
DRESSES
TOPS
SHIRTS
SKIRTS
JEWELRY SUNGLASSES
HANDBAGS
promotion Bimba y Lola promotional plan is spread through a 3 months schedule. We will start promoting the pop up shop via the Bimba y Lola truck, social media, and paper media a month before opening. The month prior we will be promotion the store in the Bimba y Lola truck in different popular parts around New York city, giving our promotional bags with goods inside. We will also have bloggers promoting us through their blogs. Bloggers include the man repeller and Happily Grey. Magazines and Newspapers will be used to promote the Pop up Shop before and after it is implemented; these will be Glamour Magazine, Ponytale Magazine, and The New York Times. Every final day of the week, Bimba Y Lola and Bloomingdales platforms will be used to promote the opening of the pop up shop. The platforms include all social media platforms, the website, and the apps. Paid Instagram ads and Snapchats will be implemented in the NYC location to promote the opening of Bimba y Lola in Bloomingdales. In addition, the windows of Bloomingdale’s will be promoting Bimba y Lola exclusively during the pop up shop installment. Bimba Y Lola x Bloomingdales ads will be adhered in Taxis and Building walls through Soho.
The Pop Up Shop will be located in the second floor next to other contemporary brands such as Alice + Olivia, All Saints, Aqua, The French Connection, Diane Von Furstenberg, Ted Baker, and Sandro. A week before the opening of Bimba y Lola we are going to launch a press preview, the brand will host a simply desert party at the store location with the collaboration of “Magnolia Bakery”. This will be invite only event is an exclusive look at our pop-up shop for the city’s local journalist and bloggers that are interested in having the first look of Bimba y Lola products. For the grand opening we will be hosting a fashion show with all the new arrivals of Bimba Y Lola collections. After the opening we will continue promoting the store through social media and print media to keep the consumer up to date about the short duration of the store. To build a sturdy presence in the US we will start passing out catalogs with every purchase and collecting e-mails to have a more direct promotion effort with the consumer. In the other side we will also continue with are updates in social media about anything Bimba y Lola.
STORE DESIGN
Handbag Shelves
The Pop Up Shop will be 160 Square FT and will be located in the second floor next to other contemporary brands such as Alice + Olivia, All Saints, Aqua, The French Connection, Diane Von Furstenberg, Ted Baker, and Sandro. The Pop up will be implemented against a wall, but there will be no built walls in order to increase the illustion od space and to allow exposure.
Clothing Racks
Mannequins displaying jewelry and accesories go on the tables
Sitting Area
Customers will be using Bloomingdales dressingrooms while Bimba y Lola will use Bloomingdales Storage, allowing the Pop Up space to be small. Managers will be outsourced from Spain to assist in the Pop Up Shop while Bloomingdales’ employees will be trained for extra staff assistance. The store will open from november 15th through january 15th, tapping the christmas & Hanukah Holidays high foot traffic. The store design was inspired in Bimba Y Lola’s clean aesthetics, scandinavian interior designs with a playful twist. The Rug was added to add a fun aesthetic element to the store.