Option 2: Augmented Retail Experience - In keeping with the millennial, youthful feel of my trend ‘Venusboys’ I wanted to create an exciting, innovative retail space for a genderless capsule collection. - Inspired by a recent Balenciaga catwalk show and it’s new flagship store on Sloane Street: I want the experience to feel slightly dystopian/futuristic heightened by the style of interior design, the graphics and the technological element.
Collusion Collusion is a relatively new fashion retailer that prides itself on being embedded in youth culture. Every few seasons the brand announces a new generation of “contributors” that are a diverse, talented group of “young creatives”.
“Aesthetic Mirror Lab” - Collusion is first and foremost an e-commerce retailer and the pop-up store is a one-off. This means the ‘Naked Lab’ inspired mirrors would work in the same way as the originals - by giving you precise body measurements from a whole body scan (should you need them for online shopping later). - Not only this, but it would also analyse the clothing you’re wearing in terms of; print, silhouette, fabrics, colour etc. - It would then suggest items within the capsual collections that it thinks you might be interested in and the exact location of the items within the store so they’re easy to find. - The entire interior of the store is highly conceptual/about aesthetic so it seemed fitting to keep the technological element in this realm as well: particularly in relation to my target consumer.
AIDA ~Awareness - Using the 6 Collusion contributors to build
up a buzz/anticipation on their social medias, as well as across the ASOS website (where Collusion is sold). Interest - Ask ASOS customers at the check out in the few weeks before the event whether they would be interested in being on a mailing list for tickets once they’re released (make it seem relatively exclusive). This will build intruige and help gain momementum. Mailing list will offer chances to win tickets to the opening, send video teasers of some of the pieces from each collection, making sure to specifically market it at the target consumer. Desire - Ensure the customer is aware of the unique shopping experience offered by the new technology (acts as a USP from its’ competitors as it sets them apart within the market). Action - Elicit a sense of urgency: ensure the consumer knows this is a one-off pop-up store experience and the pieces within the collections are exclusive. The store is easy to navigate as it’s lay out is like a trail/map - leading to ease of purchase at checkout after an exciting, innovative but leisurely shopping experience.