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Piet Zwart Institute. Retail Design Department. Project Fashion.

Agata Pilip 2011 www.agatapilip.com


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<target group>

liFe is different today The society is more restless and mobile than ever. We have cheap airlines to travel more often and quicker and internet let us stay connected to every place in the world. In consequence new forms of work developed (like e-working, home-office, freelancing), so work is often not dependent from a location anymore. URBAN NOMADS One of new phenomena that can be observed in regard to mentioned changes are location independent professionals, also called Urban Nomads. Regarding to The Urban Dictionary, the Urban Nomads are: A new generation of worker/travellers, they transplant themselves to new cities across the globe following the next big career opportunity. She was born in London, but got a promotion and moved to Amsterdam and now New York. She’s a bit of an urban nomad. who are they? The word “nomad” suggests a chosen lifestyle, as opposed to “refugee”. Urban Nomad is an open-minded, creative person, always looking for new incentives and impulses. Urban Nomads are a new urban society group where the integration of high technology, mobility and independent lifestyle has become a personality. What do they need? The research shows that there is a number of blogs and internet platforms supporting the network of mobile creative professionals (freelanceswitch.com, behance. net etc.). The aspect of networking and exchanging


<target group>

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information is very important for Urban Nomads - not being settled down, constantly moving, they need to be able to find quickly a link to people similar to them after arriving to new destination. The trend-forecasting platform Science of the Time indicates Urban Nomads as one of most emerging trends. Its founder, Carl Rohde, states in an interview: â&#x20AC;&#x153;I think there are many working nomads in need of a place where you can feel at home, independent from where you are.â&#x20AC;? model customer The concept of the brand and store for Urban Nomads is based around its customers and their needs. The customers are young freelancers of creative professions, age from 25 to 35, leading a compact, mobile lifestyle, moving from city to city every couple of years. They have strong social life, are familiar with newest technologies and fashion conscious. Making their buying choices, they go for quality, compactness and durability and for design that will distinguish them from masses. Their gross annual income oscillates around â&#x201A;Ź40.000*. concept Due to the fact that Urban Nomads are constantly on the move and change their environment often, they need a meeting point where they can gather with their peers. A place with casual attitude, that feels familiar and where they always feel welcome. A place where they can feel at home, independent from where they currently are.

* The Freelance Statistics Report 2008 - www.freelanceswitch.com


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<BRAND CONCEPT>

urban blankie A blankie is the favourite blanket from your childhood, soft and cosy, feeling and smelling like home. It always made you feel secure and familiar. The name Urban Blankie indicates favourite pieces that are also soft and cosy, but at the same time contemporary and urban, uncomplicated and a little nostalgic. They make you feel like home wherever you are. BRAND VISION

 BRAND MISSION

Today’s society is restless and mobile. We can work from every place in the world, travel from one continent to another, have friends around the globe and stay in touch with them thanks to new communication technologies. But sometimes we just want to slow down and find ourselves in a place where we feel secure and familiar.

Urban Blankie believes that it’s quality and not quantity that really counts. That it’s better to possess less pieces that speak to your soul than many things that have no meaning. We create high quality pieces that you really need and love.


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<BRAND CONCEPT> Online presence Internet is the major medium for Urban Nomads and social media are a strong link to others of their professions as well as to their families and friends. Besides of the website offering on-line sales, promotion in various social media will be the most highlighted aspect of marketing promotion. The website will be also a platform where creative customers of Urban Blankie can build up their network. Location

New York Williamsburg, Brooklin

istanbul Beyoglu

Paris Le Marais

Due to the article on www. popupcity.net, for living and working Urban Nomads choose places located around the major hubs of global networks of knowledge, ideas and economy: the world cities. Most of world metropolis have a district or a neighbourhood that developed into a creative hub, mostly as city gentrificationâ&#x20AC;&#x2122;s effect. These creative areas are usually home to a number of galleries, creative studios, hippest clubs and bars and are incubators for new trends and tendencies. Those places are also meeting points for creative Urban Nomads and will be the location for Urban Blankie stores.

London Brick Lane, East End

Berlin Kreuzberg

Melbourne Fitzroy Victoria

As 80% of creative freelancers live in Europe and North America*, the first stores will open on these continents. * The Freelance Statistics Report 2008 www.freelanceswitch.com


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<Product>

Product Urban Blankie products are tailored for the needs of creative Urban Nomads: statement jersey and knitwear pieces, recognizable by simple and timeless but outstanding design, which underlines the casual attitude, confidence and young spirit of its wearer.

Intelligent fabrics that the pieces are made from (like high quality merino wool) react on temperature changes. Thanks to great quality of used fabrics, the pieces are very durable and comfortable to wear.

Layering Layering is the statement way of wearing Urban Blankie products. Travelling from place to place where the weather conditions are different, you just need to take some layers off and place them in your hand luggage. There is no need to worry about how will they look after the travel ends - the pieces are made of soft fabrics that donâ&#x20AC;&#x2122;t get crinkled in the luggage and look great even after hours.

PRICE TAGs Hand-written prices, sizes and styles add a personal touch to the price labels. On the reverse of the price tag are written the brand missions and values.


trousers trousers trousers trousers 15 skirts skirts skirts skirts 10 dresses dresses dresses dresses 5 sscarves,   accessories:  scarves,  baccessories:   eltsaccessories:   accessories:   scarves,   carves,   beltsb belts elts 5 bags   lleather bags  leather bags   bags   leather eather 5 shoes shoes shoes shoes 5

<ECONOMIC FEASIBILITY>

T  OF  PRODUCTS   AMOUNT   IN  TOHE   F  PSRODUCTS   TORE IN  THE  STORE 15  products/m2:  

100m2   15  products/m2:   x  15=

100m2   1,500 xpieces  15=

PRICE  OF  TRETAIL   HE  STOCK PRICE  OF  THE  STOCK

1,500 pieces

Ammount   Product: % outerwear   5 tshirts basic  tops,  tshirts 25 ong  sleeves knitwear,  long  sleeves 25 trousers 15 skirts 10 dresses 5 s:  scarves,  beltsaccessories:  scarves,  belts5 r bags  leather 5 shoes 5

WHOLESALE   P T SSTOCK WHOLESALE  PRICE   WHOLESALE   WHOLESALE   OF  THE  SPTOCK RICE   PRICE   RICE   OF  O OTF   F   HE   THE   HE   STOCK TOCK

CALCULATION:  YEARLY  TURNOVER SALE  PRICE   WHOLESALE   OF  THE  STOCK PRICE   OF  IN-­‐ THE   STOCK PRODUCTS   SOLD   FOR   STORE   PRICE Pieces   Product: in  store Product:

outerwear   75 tshirts basic  tops,  tshirts 375 outerwear   ong  sleeves knitwear,   long   sleeves 375 basic   tops,   tshirts trousers long  sleeves 225 knitwear,   skirts 150 trousers dresses 75 skirts s:  scarves,  beltsdresses accessories:  scarves,  belts 75 r bags  leather scarves,  belts 75 accessories:   shoesleather 75 bags   shoes

In-­‐store   Pieces   pprice   i(n  €) sin   tore In-­‐store   rice/piece price  p(rice   €) Wholesale   Wholesale   price   pprice/piece total rice  (t€) otal total   ieces   sWholesale   tore 83   %pregular   In-­‐store   rice   (€) Wholesale   Price  in  p total   pieces 400 75 174 400 13,043174 € 13,043 € 60 375 26 60 9,783 400 €26 9,783 €€ 75 62 24,900 125 375 125 54 20,380 €54 20,380 375 311 60 18,675€€ 125 225 125 54 12,228 125 €54 12,228 375 311 38,906€€ 100 150 100 43 6,522 125 €43 6,522 €€ 225 187 23,344 175 150 75 175 76 5,707 100 €76 5,707 €€ 125 12,450 70 75 30 70 2,283 175 €30 2,283 €€ 75 62 10,894 400 75 174 400 13,043174 €70 13,043 75 62 4,358€€ 150 75 150 6562 4,891 400 €65 4,891 €€ 75 24,900 Wholesale  price   75 Wholesale  price   62 150 9,338 € 87,880 € 87,880 €€ whole  stock: whole   sTotal: tock: 167,764

PRODUCTS  SOLD  FOR  THE  WHOLESALE  PRICE Product:

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2 28,12 2 1 15,00 1 1 13,12 1 5,25 3 30,00 3 1 11,25 1

20 202,12 20

Product: Pieces   iin   sstore In-­‐store   p Wholesale   rice/piece Wholesale   p Pieces   Product: in  store In-­‐store   Pieces   Pieces   pirice   n  store n   (€) tore Wholesale   In-­‐store   In-­‐store   pprice   rice/piece price   rice   (€) ((€) €) Wholesale   Wholesale   Wholesale   price/piece pp p rice   rice/piece totalWholesale   Wholesale   price   price rice tot Ammount Ammount  % Average  Ammount price  (€) Average   Price  total price  (€) Product:Price  total Product: 75 5 400 75 30,000400 € 30,000 € outerwear   400 1 outerwear   outerwear   outerwear   75 40075 75 75 400174 400 13,043 174174 174 € 13,04 1 375 25 375 60 22,500 €60 22,500 € basic   ttops,   60 basic   tops,   basic   basic   tops,   ops,   tshirts shirts 375 60 375375 375 60 26 60 9,783 26 26 26 € 9,78 375 25 125 375 46,875 125 €tshirts 46,875 €ttshirts knitwear,   ong   ssleeves 2 knitwear,   l€ong  sleevesknitwear,   knitwear,   long  ll€ ong   sleeves leeves 375 125 375375 375 125125 125 54 20,380 54 54 54 € 20,38 2 225 15 125 225 28,125125 28,125 trousers 1 trousers trousers trousers 225 125 225225 225 125125 125 54 12,228 54 54 54 € 12,22 1 150 10 100 150 15,000100 € 15,000 € skirts skirts skirts skirts 150 100 150150 150 100100 100 43 6,522 43 43 43 € 6,52 75 5 175 75 13,125175 € 13,125 € dresses dresses dresses dresses 75 17575 75 75 175175 175 76 5,707 76 76 76 € 5,70 75 5 70 75 5,250 €70 5,250 € 70 accessories:   eltsaccessories:   accessories:   carves,   beltsb belts elts75 7075 75 75 70 30 70 2,283 30 30 30 € 2,28 75 5 400 75 30,000400 € scarves,  baccessories:   30,000scarves,   € sscarves,   bags   lleather 400 1 bags   leather bags   bags   leather eather 75 40075 75 75 400174 400 13,043 174174 174 € 13,04 1 75 5 150 75 11,250 150 € 11,250 € shoes shoes shoes shoes 75 15075 75 75 150150 150 65 4,891 65 65 65 € 4,89 Retail  price  all  whole   Retail  price   all  whole   Wholesale   p Wholesale  price   Wholesale   Wholesale   price   price   rice   202,125 € 202,125 € stock: stock: 8 whole   sstock: 87,880 € 87,88 8 whole  stock: whole   whole   stock: tock:

Product:

Product:

225 125 22515 15 15 225125 225 28,125 125125 € 150 15010 10 10 150100 150 15,000 100100 100 € 75 75 5 5 5 75175 75 13,125 175175 175 € 75 75 5 5 5 75 70 75 5,250 70 70 70 € 75 75 5 5 5 75400 75 30,000 400400 400 € 75 75 5 5 5 75150 75 11,250 150150 150 € Retail   p rice   a ll   w hole   Retail  price  all  whole   Retail   Retail   price   price   all  w ahole   ll  whole   stock: 202,125 € stock: stock: stock:

total  pieces  in  store

outerwear   basic  tops,  tshirts knitwear,  long  sleeves trousers skirts dresses accessories:  scarves,  belts bags  leather shoes

75 375 375 225 150 75 75 75 75

15%  pieces  sold     Wholesale  price/piece for  wholesale   price 11 56 56 34 23 11 11 11 11

Price  in  total  (€)

174 26 54 54 43 76 30 174 65 Total: Total:

1,958 € 1,463 € 3,038 € 1,823 € 968 € 855 € 338 € 1,958 € 731 € 13,129 €

Together  net  sales  (€): Total  turnover    (net   sales  x  5)(€):

179,293 €

2%  of  items  stolen,  destroyed  etc.

-­1,600 €

896,463 €

5% accessories: scarves etc. average price: €70 5% shoes average price: €150 5% bags leather

(€1000/m2) Store   build-­‐up   uild-­‐up  aand   nd  d design   esign   Store   b Salary  staff  (4x25000) (€1000/m2) (€1000/m2) Merchandise   1x Salary   taff  ((4x25000) 4x25000) Salary   sstaff   Salary  shop  o1wner Merchandise   Merchandise  1xx Marketing  (5%   of  turnover) Salary   Salary  sshop   hop  o owner wner Rent   f or   1 00m2(€400/m2): Marketing  ((5%   5%  o of   f  tturnover) urnover) Marketing   Mannequins   (5x) Rent   Rent  ffor   or  1 100m2(€400/m2): 00m2(€400/m2): Utilities Mannequins   5x) Mannequins   ((5x) Hangers Utilities Utilities In  total: Hangers Hangers In  ttotal: otal: In  

BANK  LOAN: Own  investment: BANK  LOAN:

Bank  loan: Own   Own  iinvestment: nvestment: interests  Bank   5%  /year: oan: Bank  lloan: interests  5 5%   %  //year: year: interests  

ANNUAL  EXPENSES: Merchandise  E 5XPENSES: x ANNUAL  

Salary  staff  (3x25000) Merchandise   Merchandise  5 5xx 1/5  of  sbtaff   ank  l3x25000) oan Salary   Salary   staff  ((3x25000) Salary   shop  looan wner 1/5   1/5  o of   f  b bank   ank  loan Marketing   of  turnover) Salary   hop  (5%   owner wner Salary   sshop   o Rent   f or   1 00m2(€400/m2): Marketing  ((5%   5%  o of   f  tturnover) urnover) Marketing   5%  interests   bank  loan Rent   Rent  ffor   or  1 100m2(€400/m2): 00m2(€400/m2): Utilities 5%   nterests  b bank   ank  lloan oan 5%   iinterests   In  total: Utilities Utilities In  ttotal: otal: In  

STORE'S  PROFIT:

average price: €400 5% outerwear average price: €400

STARTUP  COSTS: Store  build-­‐up   nd  design   STARTUP   CaOSTS:

25% jersey tops, t-shirts average price: €60

5% dresses average price: €175

ANNUAL  TURNOVER: STORE'S   PROFIT: ANNUAL  T EURNOVER: XPENSES: ANNUAL   ANNUAL   TURNOVER: ANNUAL  PXPENSES: ROFIT: ANNUAL   ANNUAL  E EXPENSES: ANNUAL  P PROFIT: ROFIT: ANNUAL  

100,000 € 100,000 € 100,000 100,000 € € 87,880 € € 100,000 100,000 € 60,000 € € 87,880 87,880 € 44,823 € € 60,000 60,000 € 40,000 € 44,823 € € 44,823 7,500 € € 40,000 40,000 € 4,800 € € 7,500 7,500 € 2,000 € € 4,800 4,800 € 447,004 € 2,000 € 2,000 € 447,004 € € 447,004

40,000 € 407,004 € 40,000 40,000 € € 20,350 € € 407,004 407,004 € 20,350 € € 20,350

439,402 € 100,000 € 439,402 439,402 € € 81,401 € € 100,000 100,000 € 60,000 € € 81,401 81,401 € 45,000 € € 60,000 60,000 € 40,000 € 45,000 € € 45,000 20,350 € € 40,000 40,000 € 4,800 € 20,350 € € 20,350 790,953 € 4,800 € 4,800 € 790,953 € € 790,953 896,463 € 790,953 € € 896,463 896,463 € 105,509 € 790,953 € 790,953 € 105,509 € € 105,509

10% skirts average price: €100

15% trousers average price: €125 25% knitwear, long-sleeves average price: €125

product- and price range

calculations - profit It is estimated that the total cost of the project is € 791.000. With the annual turnover of € 896.500 (table 3) the profit is expected to reach € 105.500. This means a profit margin of 12% and indicates that Urban Blankie is a secure and highly profitable investment.


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<Moodboard>

Store design Urban Blankie store is divided in four thematic parts, inspired by home zones. The check-out area, called “Urban Kitchen“, where the customers are greeted with a cup of coffee, is the hearth of the store. Bottle-green glazed ceramic tiles, inspired by old metro stations and Victorian

pubs, draw attention and give the space an urban touch. In the front of the store are located statement products - jersey tops and knitwear. On the right hand side, in the zone called “Cosy Living Room“ soft materials, vintage furniture and bright, vivid colours give feminine touch to


<Moodboard>

the ladies department. On the left hand side, in the gents department called “Noble Library“, the materials like copper, plexwood and plain wall textile give the space more masculine feeling.

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The back area of the store, called “Modern Wardrobe“, has modern, almost industrial character and consists of fitting rooms, discount area, shoes section and the rest of ladies pieces.


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<Store design>

Wall, floor Green glazed ceramic tiles FIRED EARTH

check-out counter, coffee bar

LIGHTNING ‘Unfold’ Lamp by Form Us With Love

Curtain VESCOM Zembra

urban kitchen Wall wood wool pannels HERADESIGN Superfine white

Floor wooden pannels walnut

14280 lightning NICHE Modern Pack Series

FIXTURES aluminium

modern wardrobe

Courtain Fitting Rooms VESCOM Bedra Black Out Courtain

other products LADIES discount sales area shoes, accessories


<Store design>

Statement products LADIES

Wall wall textile VESCOM Xorel Damask Emboss

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Floor wooden pannels walnut FIXTURES Vinatge

lightning VISO Missy Round Pendant Lamp

cosy living room

Wall wall textile VESCOM Xorel Strie Floor wooden pannels walnut

0

Statement products gents

accessories table

lightning H端ttners Flowers bronze

Fixtures plexwood

noble library


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<Store design>

Ladies

Storefront

Check-out

Ladies

Gents

Storefront

Fitting Rooms

Elevations

accessories

sales area

accessories skirts, dresses and outerwear ladies

shoes

accessories cash register

statement products ladies

Entrance

Discount

accessories statement products gents

fitting rooms

outerwear gents accessories 14280

accessories

Allocation Plan


<Store design>

3d impression

Storefront

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urban blankie