Research and Concept For Pop-Up Retail Store Kelly, Travis, … · 2012. 10. 18. · Research and...

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Research and Concept For Pop-Up Retail Store Kelly, Travis, Carley, and Tina

Transcript of Research and Concept For Pop-Up Retail Store Kelly, Travis, … · 2012. 10. 18. · Research and...

Page 1: Research and Concept For Pop-Up Retail Store Kelly, Travis, … · 2012. 10. 18. · Research and Concept For Pop-Up Retail Store Kelly, Travis, Carley, and Tina . ModCloth’s Vision

Research and Concept For Pop-Up Retail Store

Kelly, Travis, Carley, and Tina

Page 2: Research and Concept For Pop-Up Retail Store Kelly, Travis, … · 2012. 10. 18. · Research and Concept For Pop-Up Retail Store Kelly, Travis, Carley, and Tina . ModCloth’s Vision

ModCloth’s Vision

A look at the past for a Flavorful Future

Page 3: Research and Concept For Pop-Up Retail Store Kelly, Travis, … · 2012. 10. 18. · Research and Concept For Pop-Up Retail Store Kelly, Travis, Carley, and Tina . ModCloth’s Vision

What is the Vintage Style

• The Vintage style was from the 1940’s to the 1970’s

• The style encompasses…

Very Feminine

Lots of Elements (Accessories and layers)

Loose fitting

lace and patterns

High Waist

Collars

floral pattern

Adolescent/ Sweet

Sweet Girly

Indie comfort

Playful/ Nostalgia

Chic

Comfort

Page 4: Research and Concept For Pop-Up Retail Store Kelly, Travis, … · 2012. 10. 18. · Research and Concept For Pop-Up Retail Store Kelly, Travis, Carley, and Tina . ModCloth’s Vision

Business Analysis

• What is the essence of ModCloth

• Sell women’s clothing online

• A unique variety of Designers in one location.

• Principles of ModCloth

• They love contest

• Are very interactive with Social Networks

• Empowering women with their clothing

• Environment

• Very Animal Friendly

• Serves women ages 15-35

• Focus on the students, career oriented women

• Take Feedback very seriously and work from it

• Like DIY projects

Page 5: Research and Concept For Pop-Up Retail Store Kelly, Travis, … · 2012. 10. 18. · Research and Concept For Pop-Up Retail Store Kelly, Travis, Carley, and Tina . ModCloth’s Vision

Audience Profile

• “The ModCloth Girl”

• Serves women ages 15-35

• Focus on the students, career oriented women

• Creating Nostalgia and Empowerment

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Issues that ModCloth Has or Had to Face

• ordering cloths online and not fitting

– Solved with Free Return Shipping

• Customers cannot touch, feel, and try on clothing

– Organizes their own clothing sizes based on their own measurements.

– Design a Pop-up retail store

• putting items together when ordering

– ModStylists put items together but individuals cannot see their personal

styles together

• Work on Incorporating Feedback into the Pop-up space

– They thrive on feedback and it might be important to put in the pop-up

space

• Expensive/pricing

– For the clientele that they serve the prices are expensive and a college

student would have trouble get many styles from there

• No guys

– There is not a line that they sell for men just some small gifts

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Concept Ideas and Brainstorming

the best way to get something done is to begin

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Diversity

• “the art of thinking independently together.”

• Definition

– the condition of having or being composed of differing elements : variety;

especially : the inclusion of different types of people (as people of

different races or cultures) in a group or organization <programs

intended to promote diversity in schools

– an instance of being composed of differing elements or qualities : an

instance of being diverse <a diversity of opinion>

• Including Men’s Clothing in their line of retro and vintage clothing

• Working with their line of home goods

• Since they are pet friendly maybe include a line of vintage style pet supplies

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Diversity

• the condition of having or being composed of differing elements

• an instance of being composed of differing elements or qualities

• Synonyms

– Medley- a mixture

– Variance- an instance of varying; difference; discrepancy.

– Assortment- a collection of various kinds of things

– Distinction- a discrimination made between things as different

– Multifariousness- numerous and varied; greatly diverse or manifold

– Manifold- of many kinds; numerous and varied

Page 10: Research and Concept For Pop-Up Retail Store Kelly, Travis, … · 2012. 10. 18. · Research and Concept For Pop-Up Retail Store Kelly, Travis, Carley, and Tina . ModCloth’s Vision

Empowerment

• “I think that certainly my choices empower me.”

• Definition

– to give power or authority to; authorize, especially by legal or official

means: I empowered my agent to make the deal for me. The local

ordinance empowers the board of health to close unsanitary restaurants.

– to enable or permit: Wealth empowered him to live a comfortable life.

• Making women feel beautiful through fashion

• Working the vintage style to create a sense of strength for women

• http://www.youtube.com/watch?v=ab26zHZiPRM&feature=related

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Empowerment

• to enable or permit

• to give power or authority to; authorize

• Synonyms

– Sanction- a consideration, principle, or influence (as of conscience) that

impels to moral action or determines moral judgment

– Entrust- to commit to another with confidence

– Capacitate- archaic : to make capable

– Delegate- a representative to a convention or conference

– Enable- to provide with the means or opportunity

– Codify- to arrange in classes

– Invest- to furnish with power or authority

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Playful/ Nostalgia

• “The true object of all human life is play. Earth is a task garden; heaven is a

playground.”

• Definition

– Full of fun and high spirits; frolicsome or sportive: a playful kitten.

– Humorous; jesting

– a wistful desire to return in thought or in fact to a former time in one's life,

to one's home or homeland, or to one's family and friends; a sentimental

yearning for the happiness of a former place or time: a nostalgia for his

college days.

– a yearning for the return of past circumstances, events, etc.

• Suzan first fell in love with vintage clothing by playing dress up with her grandma’s

clothing

• Take women to a simpler time in their life with their clothing

• http://www.youtube.com/watch?v=H3CVnW3Nz9o

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Playful/ Nostalgia

• a wistful desire to return in thought or in fact to a former time in one's life,

to one's home or homeland, or to one's family and friends; a sentimental

yearning for the happiness of a former place or time: a nostalgia for his

college days.

• a yearning for the return of past circumstances, events, etc.

• Synonyms

– Reminiscence- the act or process of recalling past experiences

– Sentimentality- expressive of or appealing to sentiment,

especially the tender emotions and feelings

– Longing- desire intensely

– Wistfulness- characterized by melancholy; longing; yearning.

– Remembrances- a retained mental impression; memory.

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Laid Back Environment

• “If you have no problems at your job you don't have a job you've got a hobby.”

• Definition

– to make less tense or rigid : slacken

– to make less severe or stringent : modify

– to deprive of energy, zeal, or strength of purpose

– to relieve from nervous tension

• They are conducive to a relaxed and creative environment

• Want to sell clothing with a relaxed feel to fit the vintage and retro look while staying

professional

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Laid Back Environment

• to relieve from nervous tension

• to make less tense or rigid

• Synonyms

– Calm- peaceful, quiet (inanimate)

– Ease- freedom from concern, anxiety, or solicitude; a quiet state of mind

– Tranquil- free from or unaffected by disturbing emotions; unagitated;

serene; placid

– Unwind- to reduce the tension of; relax

– Unlax- Slang . to relax; rest.

– Lounge- to sit or act in a casual, relaxed way

– to go or move in a leisurely, indolent manner

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Retail Spaces

What is the atmosphere to shopping

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Possible Concept Statements

• Empowerment- Movies in each era with leading ladies that inspire us

• Genuine commitment to others that delivers infinite confidence

• Enablement of inspiration to the female spirit

• Nostalgia- childhood memories

• The Manufacturing of wistfulness and childhood splendor

• Recreating memories and reminiscing of days gone by

• Diversity- women from other cultures being affected by fashion

• A Medley of assorted elements coming to one unique style

• A medley of unique styles embracing a range or opportunities

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Concert Concept

A tasteful Experience

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Concept Idea 1: Candy store

• Joy, excitement, pleasure, delight

– Delight

• Great enjoyment and pleasure

– Creating a preference through nostalgia to emphasize playfulness and emotion

– Essence of the candy store experience

» Cheerful emotion

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Concept Idea 2: Flavors

“Flavors of Fashion” or “Flavors of emotion”

– Inspired by the candy shop experience and how each flavor of candy represents a specific emotion

– “Each flavor was totally unique, but combine one flavor with another and something new was created”

– “Flavor is like music you can taste, color you can smell there is excellence all around you only need to stop and savor it.”

– Flavors of expression:

• Creamy

• Salty

• Sweet

• Tangy

• Crisp

• Bitter

• Spicy

• Fresh

• Savory

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Concept Idea 3: Indulgence

Indulgence

– We want the client to feel as is if they are treating themselves by shopping at ModCloth

– Create styles that bring playfulness to shopping and make it a delight

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