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Retail Marketing By Tanya Dobrevska & Maria Estegneeva


Bohemian chic


Bohemian Meaning • Back to 1960, the Hippie look • Stereotypical way of life of intellectual/artists • Free spirit & thinking & independent mind


Earthy and Natural


Vintage and Ethnic


Loose & Layered & Relaxed


Bohemian wearing style • Natural fabrics & elements: cotton, linen, leather, wood, stone, shells • Flowing silhouettes: maxi dresses, empire cuts, flared pants, faded cutoff jeans, peasant blouses, ankle-length gipsy skirts, shaggy waistcoats, bell-sleeved tops • Intricate design & trimmings: top stitching, bat wings, florals, smocking, heavy folk embroideries, wooden buttons, nature prints


Bohemian wearing style • Rustic fabrics: aged leather, chunky knitwear patchwork, tie-dye • Casual accessories: organic jewelry, slouchy hobo bags, headbands, broad floppy hats, hip slung belts, over-sized sunglasses, classic aviators, cowboy boots, espadrilles, leather sandals, • Earthy colors: with lots of brown, looking matte, shine is minimum


Hair & Make up

• Hair: - tumble hair - tousled wave hair • Make up: - minimal - keeping to mascara - concealer - nude gloss - fresh sweep bronzer


Target Life stage 1 • Young women (18 -25) years old • Location: Los Angles, London • Educations: Students • Occupation: Model, stylist, blogger • Brands: Topshop, Acne Jeans • Fashion dependence: Adopters • Shopping areas: main streets and outskirts • Type of Service: attended


Target life stage 2 • Women (25-35) years old • Location: NY, LA, Paris • Education: University Environment, attend different courses • Occupation: green activist, blogger, communication field, actress • Brands: Marc by Marc Jacobs, Chloe, Anna Sui • Fashion dependence: leaders, adopters • Type of service: Attended


Music • • • •

Kesha Erykah Badu M. I. A. Inspired by travel experiences • Groove Arabic


Target Hobbies • Travel • Shopping • Social responsibility • Flirt


Movies


Books


Cars


Competitors


price

QK BCN

Nice things

Nekane

ese o ese

trend/style


Brand Values • Boho lifestyle • Originality • Your own identity • Style • Functionality


Target • Gender: Female • Location: Barcelona • Age: (18-25); (25-35); (35 – 45) • Income level: average • Fashion dependence: adopters • Shopping preference: main streets/ outskirts Clothes for girls


Location • Strategic markets: Madrid, Barcelona

• Streets: Rambla Catalunya 113 Calaf 19 Valencia 235 Muntaner 438 Shopping mall: L` illa


Shopping mall L`illa • Perfect in terms of traffic • Appropriate for NKN target • QK BCN, ese o ese – main competitors, placed right to NKN


The shop we analyze


Neighbors Potential shops they may visit

Always close to their main competitors

Misako Yamamay Geox Cosas Swarovski

Nice things QK BCN ese o ese


Product place Mannequins

Sales Basics and bottom

Cashier

Sales top trendy

Evening dresses

Fitting rooms

Belts Evening dresses

Girls

en tra nce Basic and accessories

New collection

- mirror - furniture

Sales top and dresses trendy

Fitting rooms

Shoes

Storage


Natural circuit Mannequins

Sales bottom

Cashier

Sales Top

Evening dresses

Fitting rooms

Belts Evening dresses

Girls

en tra nce Basic and accessories

New collection

- mirror - furniture

Sales top and dresses

Fitting rooms

Shoes

Storage - natural circuit


Natural and forced circuit Mannequins

Sales bottom

Cashier

Sales Top

Evening dresses

Fitting rooms

Belts Evening dresses

Girls

en tra nce Basic and accessories

New collection

- mirror - furniture

Sales top and dresses

Fitting rooms - forced circuit - natural circuit

Shoes

Storage


Warm and cold areas en tra nce

- cold area - warm area

Storage


Warm and cold areas (with a product placement) Mannequins

Evening Sales Basics and dresses bottom

Cashier

Sales top trendy

Fitting rooms

Belts Evening dresses

Girls

en tra nce Basic and accessories

New collection

- mirror - furniture

Sales top and dresses trendy

Fitting rooms - cold area - warm area

Shoes

Storage


Category management Depends on • Use • Types of garments • Colors • Themes


Interior Design

• Furniture the brand’s identity stamp transmits • Do not have stoppers in the center • The lightening is cozy yellow-white


Interior Design


Windows Rambla Catalunya • Showing brand image by furniture, colors and clothes • Showing two target groups: women and girls • Does not have the back wall


Windows Rambla Catalunya


Windows: other shops Muntaner Outlet

L` illa


Visual merchandising

• Combined frontal and lateral • Only one size is displayed • Do not have a lot of mannequins in the store • Do not have table displays • The center of halls in a shop is empty


Visual merchandising


Communication elements • They display the packages and the perfumes • Different packages for different products • A lot of decorations such as ( flowers on scarves, frames with the signs of new collections)


Conclusions Advantages • The location is coherent according to our target • Interior design is very attractive to our target • The general atmosphere in mystery shopping has a high level


Conclusions Disadvantages and Proposals 1) Category management: Mistake: focus on tops and dresses Proposal: combine tops even with basic bottoms (if they do not have enough in the collection) 2) Windows display: • Mistake 1: put the clothes on the floor • Mistake 2: writing the prices by hand Proposal: have a low display (kind of a small bench), print the prices


Conclusions Disadvantages and Proposals 3) Visual merchandising: Mistake 1: sometimes put one garment on another (on lateral hangings) Mistake 2: The end of a shop is empty Proposal: hang garments separately, warm up the end of the store with evening dresses


T H A N K

Y O U !!!

bohofinal  

Retail Marketing By Tanya Dobrevska & Maria Estegneeva Bohemian chic Bohemian Meaning • Back to 1960, the Hippie look • Stereotypical wa...

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