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MAD HOUSE


CONTENTS :

11

//PRODUCT & LABELS

12

// LOCATION

15

//TECHNOLOGY & IMPLEMENTATION

18

// MOBILE APP DESIGN // WEBSITE DESIGN

04

//OVERVIEW & MISSION

22

06

//TARGET MARKET

24

//MARKETING STRATEGIES

07

//MARKET ANALYSIS

32

//PACKAGING

09

//BRANDING EXPLORTATION

34

//CONCLUSION


//OVERVIEW For my capstone project I have created a brand that uses the latest advances in retail tech to offer stress free shopping through an omni-channel experience that is based around the brand’s unique mobile app

MISSION \\ To simplify the way we shop by offering a seemless expereince through our unique app, online pressence and experimental retail space. Our goal is to be anything but a madhouse.


To be anything but...


Mad House aims to target a

demographic that falls in the middle of Gen Y & Gen Z. While we are targeting the younger edge of Gen Y, we are simutaneously targeting the older consumers of Gen Z

GEN Y // 1980 - 1994 GEN Z // 1995 - 2012 Target Market Characteristics Women Age 16 - 26 Middle to High class Fashion Forward City or suburban living

G


// TARGET MARKET

NAME : Marie AGE : 22 EDUCATION : FIT OCCUPATION : Retail Sales Associate INCOME : 25k ENJOYS : - Going to art shows - Photography - Social Media - Thrifting - Going to the dog park with her dog Cooper on the weekends


// MARKET ANALYS

Source Courtesy : VSCO

For awhile now Millennials seem to be all we’ve heard about and what their desires in a retail store are. After all, Millennials make up the majority of the workforce today — which means they have the income to spend in a retail store. But the next generation, Gen Z, is expected to have a bigger impact on retail shopping behavior than Gen Y. It is estimated that the Gen Z group will be about 1.5 million peoples larger in size than the Millennial group. Millennials grew up with technology, but Gen Z was born into a completely digital world that makes technology the center of their lives and not just an accessory.

According to a research study commissioned by Euclid Analytics, the desire for a brick and mortar store remains intact. Gen Z still prefers to shop in a store versus online. However, they desire a store with technology at its center. They want retailers to understand that technology must drive the shopping experience.

Core Characteristics of the Gen Z Shopper - They have higher expectations - They have less patience. - They are distracted. - They are not as price conscious.


“By 2020, it is estimated that one-third of the population will be Gen Z. �


BRANDING EXPLORTATION\\

I chose the name Mad House not only because of the personal connection to my name but I also really like the idea of the juxtoposition it creates


MadHouse MadHouse

MH

MadHouse

MadHouse MADHOUSE

MAD // HOUSE

MAD HOUSE


LABELS\\ Nasty Gal

I. Am. Gia

Missguided

Miss Selfridge

Naked Vice

Noisy May

Prem the Label

Stradivarius

Tiger Mist

Reclaimed Vintage


//PRODUCT CATEGORIES tops bottoms dresses jumpers sets bags sunglasses hats shoes


// LOCATION

393 Broadway & Canal Street New York, NY 2,400 sqft


The store ambiance is very clean and simple to play into the whole juxtaposition The Ipads used at POS are detachable, allowing associates to check out a customer from anywhere in the store.


TECHNOLOGY & IMPLEMENTATION \\ Shopper expectations are evolving faster than retailers are innovating, and over-capacity in the retail sector has put shoppers in control. Consumers want their needs met faster. They are demanding more efficient, higher quality, personalized, and omni-channel shopping experiences. Technology is at the core of how Mad House opperates. We will be implimenting the latest in technology in-store and online through the use of RFID tags and Smart Shelves. Smart shelves are wireless inventory control systems that have been fitted with weight sensors. The weight sensors can be built-in the shelf itself or be installed under normal shelves. These weight sensors

consistently notify the back-end system about the existing quantity of items on the shelves. These wireless devices use RFID tags and readers to scan the products in the display and stock shelves and alert store associates when product levels are running low or when a theft is detected. It will also trigger the back-end system about the items that do not belong to certain shelves as “misplaced items�.

Features of Smart Shelf - Inventory Automation - Real-time Inventory Management - Remote Monitoring Provision - Stock Availability Assessment - Cross and Up-selling for Out of stock Items - Offline Model Working - Hardware Compatibility


Source Courtesy : VSCO


// MOBILE APP DESIGN

The goal for the Mad House app is to simplify the shopping experience as much as possible. Contrary from the nonsense imagery, the app is simple and easy to navigate.


Create an account to get the most out of the app.

Suggested styles for you based off of your product wishlist or if you have your Instagram and Pinterest synced.

Ready to Try is a feature that allows you to schedule a time to come into the store to try things on, they’ll be waiting for you in the fitting room.

In-store locators allows you to scan a barcode, search a sku or describe an item, locate it and then drop a pin making it easy for you to find anything that may be tucked away


//NAVIGATE FOR YOURSELF CLICK HERE


// WEBSITE DESIGN


MARKETING STRATEGIES \\ believes social media is the best way to market ourselves to our target customers. Instagram will be our biggest platform and most influential since one can shop directly from the app. We have selected three key influencers from Instagram to promote our brand. Facebook will serve the main purpose of informing people about upcoming events and promotions. Snapchat has become more interactive and easier for brands to push product and brand awareness. We will have a presence on snapchat and allow our brand influencers “take over� on different days allowing us to reach new consumers daily.

Mad House


Instagram : Projected Reach of 105k Followers Facebook : Projected Reach of 75K Followers Snapchat : Projected Reach of 10K Followers


INFLUENCERS \\

LAUREN KAWANO @laurenkawano www.youtube.com/user/CarsonLauren Lauren.c.kawano@gmail.com 2,955 Posts

37.1k Followers


INFLUENCERS \\

STEPH WEIZMAN @stephweizman www.letmewearthat.com 1,863 Posts

54.2k Followers


PACKAGING \\

A little goes a long way... Although sustainability is not at the core of what Mad House strives for, we wanted to do our part to help the environment. All of our cardboard packages used for online order fulfillment, along with in-store accessory purchases are made from 100% recycled materials. We also encourage our customers to reuse our bag for their own personal use.


CONCLUSION \\ The goal for MAD HOUSE is to be anything but. We wanted to eliminate any and all frustrations that consumers encounter whether shopping in-store or online. As smartphones have become apart of our everyday lives, we decided to turn yours into your own personal shopper.


//SOURCES\\ https://www.youtube.com/watch?v=hQ14_HpnBvY&app=desktop https://www.youtube.com/watch?v=wr28_Pmg1Ag&app=desktop https://www.youtube.com/watch?v=ewyTGmAIGgo&app=desktop https://www.careerplanner.com/Career-Articles/Generations.cfm https://static1.squarespace.com/static/5941591cdb29d6b6a4797d77/t/594d73c346c3c4bee4a87d39/1498248161757/Event+Guide.pdf http://www.rfidarena.com/2012/9/13/“smart-shelves”-the-store-shelf-of-the-future.aspx https://www.forbes.com/sites/barbarathau/2017/05/15/is-the-rfid-retail-revolution-finally-here-a-macys-case-study/#33209d333294


Madison Muhlbaier Senior Capstone Savannah College of Art and Design

Senior Capstone  

Final Senior Project Savannah College of Art & Design FASM 430

Senior Capstone  

Final Senior Project Savannah College of Art & Design FASM 430

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