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BIK BOK X EMERGING DESIGNERS CHARMINA ROSE KRISTENSEN

BIK BOK X

EMERGING DESIGNERS

“

Goal of uniting and empowering girls through the latest hits in fashion, Bik Bok inspires a playful and personal style. - (Bik Bok - Our Concepts, 2022).

MISSION STATEMENT

UNDERWEAR TOPS

Bik Bok creates women's ready-to-wear clothing.

PARTY WEAR JACKETS

We produce seasonal collections from basic

JEANS

SWEATS

garments to statement pieces inspired by the latest fashion trends to mix into the customers everyday wardrobe (About Bik Bok, 2022), (Bik Bok - Homepage, 2022), (Bik Bok - LinkedIn Profile, 2022), (Bik Bok Our Concepts, 2022).

SHIRTS

LOUNGEWEAR TROUSERS PRODUCTS ABOUT BIK BOK

BRICK-AND-MORTAR

SOCIAL MEDIA E-COMMERCE

The high-street retailer is one of Scandinavia's leading high-street brands selling online website, instagram and with 177 brick-and-mortar stores across Norway, Sweden, Finland; and the 94 stores located in Norway (About Bik Bok, 2022), (Bik Bok - LinkedIn Profile, 2022), (see Appendix A).

Their online store generates the most amount in Norway, and Sweden, it accounts for the second-largest share of the year 2020 (Bik Bok E-Commerce Revenue Analytics, 2020).

SALES CHANNELS

According to studies by Annual Profit of Varner AS 2010-2020,(2022), the Norwegian company Bik Bok is part of the Varner Group - one of the biggest fashion retail companies in Norway—by a number of outlets and turnover with 673 stores (see Appendix B) and valued at approximately

£485 million (see

Appendix C).

The firm's profits have been declining over the past years, and dropped in revenue in 2020 by approximately

£6.73 million (Annual profit of Varner

AS 2010-2020).

VARNER GROUP

KO B KIBX SRENG

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KO B KIBX SRENG

With a focus on sustainability, Bik Bok has collaborated with Norwegian emerging designers to explore creative solutions on how Bik Bok can implement sustainable practices in their clothing design.

The company has seen a decrease in sales. Aligning with the target consumer values will be essential for Bik Bok's success. This collaboration allows for more sustainability, whilst supporting emerging designers—increasing its relevance amongst customers; and becoming the leading clothing retailer in Norway.

COLLABORATION PROPOSAL

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KO B KIBX SRENG

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FLESH

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KO B KIBX SRENG

MURBY

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D N A

A DYRS E R

REPURPOSE UNWANTED CLOTHING

UPCYCLE FREE COSTUMASATION AND REPAIR IN-STORE

REPAIR & REUSE

CIRCULAR DESIGN

DESIGN NEW GARMENTS

CIRCULAR DESIGN

CONSUMER USAGE

PRODUCTION

MANUFACTURE THE CLOTHING

WORN BY OUR COSTUMERS

SALES

The goal is to create a closed-loop design to reduce climate footprint and waste. This diagram shows how we

SOLD IN POP-UP STORE, SELECTED STORES AND ONLINE

can produce and create clothing that fits the circular economy while also showing how we can profit from unwanted apparel.

CIRCULAR DESIGN

To introduce Bik Bok's new collaboration with emerging designers, we propose an interactive and immersive pop-up retail store in Oslo, Norway, made of a shipping container. The concept of the event aims to attract and create relationships with our target consumers.

Visitors can engage and discover new collections to bring awareness to the collaboration, and increase sales of the collection. Furthermore, the pop-up store aids Bik Bok to be sustainable in addition to increasing customer loyalty by offering our customers the chance for free customisation and repair of their Bik Bok denim pieces from our staff, or choose to do it themselves, in the workshop room.

The immersive space provides a memorable experience for visitors with its pop-up installations. The projection mapping room allows them to see the collection projected onto a pair of jeans, with 360 videos, light and audio, where visitors can get an insight into how designers collaborated with Bik Bok on the project.

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As part of the event concept, Bik Bok will also have minor customisation and repair workshops in their stores located across the cities, and display the collection for customers to buy.

CONCEPT & RATIONALE FOR EVENT

First floor

Second floor FLOORPLAN

POP-UP STORE

MEMORABLE EXPERIENCE

BRAND COMMUNITY

SUSTAINBILITY

For our customers to have

We'll provide a sense of

To help us be more

an unforgettable

belonging for our

sustainable, we will offer

experience, we will install

customers by hosting

free customisation and

a room with immersive

interactive activities in

repair to all of our

video projection.

the workshop room.

customers.

AIM OF THE EVENT

The pop-up will be held in Oslo Bukta, one of Oslo´s newest development areas situated in the Oslo Fjord.

The neighbourhood buildings have contemporary architecture.

The area consists of museums, offices, stores, restaurants, a residential area and cafes and in the summer, is a popular spot for swimming.

Contact: oslobukta@carucel.no

LOCATION

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Link: https://oslobukta.no/om

As part of the campaign for the collaboration, there will be three events, all held in the pop-up store.

PRESS EVENT Date: Friday 30th of June, 2023.

Events include:

Activities:

Pop-up store open throughout the summer season. Press event held before the opening of the pop-up store. Product launch event, held when the collection is released,

Talks from designers and Bik Bok about the collection and collaboration. Exhibition.

—also the first day of the store opening.

360 degree experience.

POP-UP

Customisation: By the designers. PR Package: Pair of jeans of choice from the collection.

Where? Oslobukta, Oslo, Norway.

PRODUCT LAUNCH EVENT

Date: Open from 1st of July to 19th of August, 2023.

Date: Launch date is Saturday 1st of July, 2023. Activities: Activities:

Sales Customisation and repairs: Drop-in by our staff or DIY Exhibition 360 degree experience

Sales. Exhibition. 360 degree experience. PR Package: Pair of jeans of choice from the collection. Customisation: Booking system to get customisation by the designers.

PROPOSED EVENTS

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EVENT PLANNER (THIS IS PR) EVENT PLANNER ASSISTANT (THIS IS PR)

EVENT BEVERAGES (THIS IS PR)

ART DIRECTOR (INHOUSE)

PRODUCTION MANAGER TECNICHAL DIRECTOR (CT)

COLLABORATIVE DESIGNERS PROMOTION MANAGER (THIS IS PR)

VIDEO ENGINEER (CT)

RETAIL DEISGNER (RETAIL STORIES)

POP-UP PLANNER ASSISTANT (IN-HOUSE)

SALES ASSOCIATES (IN-HOUSE)

ARCHITECT (HIBAS)

VISUAL MERCHANDISER (IN-HOUSE) BUILDING CONTRACTOR (HIBAS)

PR (THIS IS PR) LIGHTING ENGINEER (CT)

POP-STORE MANAGER (IN-HOUSE)

POP-UP PLANNER (IN-HOUSE)

ASSISTANT VISUAL MERHCNADISER (IN-HOUSE)

AUDIO ENGINEER (CT)

EVENT PRODUCTION TEAM

CONSTRUCTION WORKER (HIBAS)

As consumers become more environmentally conscious, we can offer repair and customisation services of products to our customers where they can enjoy having their unused or damaged clothing brought back to life.

By providing this service, we will be able to add long-term value and create sustainable systems in our business model, which will help us work towards a zero net future.

COSTUMISATION & REPAIR

Providing a workshop space that is value-based driven and not profitoriented helps us connect with customers on a deeper and emotional level. This emotional satisfaction will in turn strengthen our brand by creating an avenue of motivation, empowerment, inspiration, creativity, , and offer a sense of belonging.

BRAND COMMUNITY

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Demographics:

Psychographics:

Generation: Older gen Z and younger millennials.

Value: Security and authenticity.

Age: 18-32

Characteristics: Freedom, expression, and creativity.

Gender: Female

Spare-time activities: Gaming, music, fitness, art,

Occupation: Student, entry and mid-level jobs.

reading, watching streaming services, family and

Income: Middle-class income.

friends, social media, travel and browsing online.

Life stage: Adulthood or transition to adulthood.

Lifestyle: Active on digital platforms, and lifestyle is

Martial status: Single, cohabiting couple or married.

centred around one's interests and hobbies. Opinions: Drive social change. Personality: Short attention span. Gen Z: Realistic. Millennials: idealistic. Attitudes: Internet-dependent, and belonging to a community with the same values and interests. Beliefs: Be part of something bigger than oneself.

CUSTOMER SEGMENTATION

Geographic: Country: Norway, Sweden, or Finland. Area: Metropolitan regions and urban areas. City: Norway: Oslo, Bergen, Trondheim, Stavanger, Tromsø and Ålesund. Sweden: Stockolm, Gothenburg, Malmö, Uppsala and Västerås. Finland: Helsinki, Tampere, Turku and Oulu.

Behavioural:

Gen Z: Budget-conscious and

Purchasing habits: Influenced by

purchases from brands that are

recommendations from influencers or

inclusive, transparent, ethical and

family/friends through social media.

sustainable.

Brand interactions: Interacts with

Brand engagement: Social media

authentic and transparent brands;

such as Youtube, Instagram, Tik Tok,

and makes them feel valued, not just

Pinterest; physical stores, and e-

seen as profit for their business.

commerce.

Spending habits:

Loyalty:

Millennials: Willing to pay for

Millennials: Loyal to brands they

premium and luxury goods that

purchase from.

provide value for their money,

Gen Z: Loyal to brands that share

offer a unique experience, and

the same values; or are not loyal

provide excellent customer

to any brand, but instead focuses

service.

on price, and high-quality items.

CUSTOMER SEGMENTATION

The pop-up store allows bik bok to

The materials in the space layers

explore and experiment with our

sheer fabric against iridescent glass,

retail visual identity.

reflective silver, and multi-coloured chromatic metals with recycled

The space draws inspiration from the

plastic.

metaverse and surrealism to reflect playfulness, adventure, and

The interior throughout the pop-up is

exploration. The overall aesthetic of

lightweight curtains, displays and

the pop-up store portrays feelings of

fixtures in liquid, and sculpture form,

optimism, comfort, wellness,

recycled clothing storage, a video

creativity, and transformation.

projection room with projectors; mannequins and inflatable chair, The

X GNIGREME

B I X K S B R OK E N

The colours take inspiration from

workshop area have tables and

iridescent and chromatic finishes

seats; reflective metals used in

that feel sensorial and mindful; the

fitting rooms and frames and

colours used are light blue with a

clothing rail.

purple undertone and soft tones of pastels such as pink and yellow.

DESIGN PROPOSAL

MURBY

TRANSLUCENT

REFLECTIVE METALS

HEX: #0047ac RGB: 0, 71, 172 CMYK: 100%, 59%, 0%, 33%

LINN ØYMO PIMP SOCIETY SHEER FABRIC

ANDREA DYRSTAD

HEX: #e6e6fa RGB: 230, 230, 250 CMYK: 8%, 8%, 0%, 2%

RECYCLED PLASTIC

IRIDESCENCE FLESH COLOUR & MATERIALS

HEX: #f7dce1 RGB: 247, 220, 225 CMYK: 0%, 11%, 9%, 3%

To invite people to our event we will send out the invitation letter and envelope that mention a brief information about the event, collaboration and event details.

During the event we will gift our guests with a tote bag, clothing patches, and a jeans/trouser of choice from the collection.

Tote bag

Envelope

Invitation letter PROMOTIONAL MATERIALS

Clothing patches

We will promote the pop-up event on our sales channels such as website and on social media; in addition we will promote the campaign on outdoor billboards across Oslo and around, and on areas where we our store are—shopping mall, or shopping streets.

Campaign image

Website & Instagram ADVERTISING

Outdoor advertisement

@DARJABARANNIK 227K FOLLOWERS

@SARAFLAAEN 10,4K FOLLOWERS

@NINASANDBECH 411K FOLLOWERS

@VICTORIASHARP_ 23,9K FOLLOWERS @RAWDIS 168K FOLLOWERS

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@ANNABELROSENDAHL 184K FOLLOWERS

@XOXOTSUMI 228K FOLLOWERS

Name

Social Media

Followers

Sara Flaaen Licius

@Saraflaaen

10,4K

Darja Barannik

@darjabarannik

227K

Nina Sandbech

@ninasandbech

411K

Tsutsumi Hoang

@xoxotsumi

228K

Victoria Sharp

@victoriasharp_

58,2K

Rawdah

@rawdis

172K

Alice Wang

@itsalicewang

101K

Mina Roda

@mindaroda

Maria Sagvik

@mariasagvik

14,7K

INTI WANG

@vikinga.latina

12,2K

Emma

@emmstell

14.5K

GUEST LIST INFLUENCER

Magazine

Contact

About

Melk & Honning

stine@melkoghonning.no

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Min Mote

minmote@vg.no

Norway's largest fashion and lifestyle onlne magazine. Associated VG

tips@dn.no

High-quality photo and lifestyle magazine

ELLE Norge

marthe@elle.no

International fashion and lifestyle magazine

Costume

sonia.uppal@costume.no

Fashion & Lifestyle Magazine

Side2

alle@side2.no

Side2 is an online celebrity and lifestyle magazine

Vogue Scandinavia

press@voguescandinavia.com

World-renowned fashion magazine

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