adrenaline presentation compiled
DESCRIPTION
MarkretTRANSCRIPT
1
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
2
CaseHistory2001 2002
BRAND DESCRIPTION
Adrenaline believes that there are absolutely NO LIMITS when it comes to living life. It encourages young adults to seek for the rush of excitement through welcoming the idea to be your own person, to blaze new trails, and to discover new wonders.
Adrenaline – live life with NO LIMITS.
Life has no exact meaning. YOU put meaning into it !
3
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Every girl is daring and adventurous in her own way. With that, Adrenaline targets females from ages 20-35 years old by providing diverse styles of clothing for self-expression. As a brand, it focuses on edgy and trendy pieces of clothing and accessories.
Target Customer Description
4
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
DNA of our Brand Identity
Adrenaline represents young female individuals who are able to strike a balance between leisure and work. This includes women who are cultured, audacious, goal-oriented, pioneering, free-spirited, and stylish.
CaseHistory2001 2002
5
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
A D R E N A L I N E Brand atmosphere
6
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
A D R E N A L I N E Brand culture
EXPLORE DREAM DISCOVER
CaseHistory2001 2002
7
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
A D R E N A L I N E
What do you want to communicate with this brand?
Adrenaline aims to promote fun-loving, audacious, and di rigueur line of clothing among young Filipina women.
8
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
A D R E N A L I N E
How do you want to communicate?Given Adrenaline’s youthful nature, it hopes to create tie-ups with established brands like GoPro (the world’s best adventure camera) and Rayban as these brands target the same characteristics of customers as we do. The tie-ups will only run in the first year of the brand in order to create a new market that incorporates our own brand, as well as to gain new customers from the brands that we tie-up with.
9
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
A D R E N A L I N E
MEANS OF PROMOTION: Billboards, magazines, exclusive events such as launches and fashion shows, and social media (Facebook, Twitter, Instagram and Youtube)
10
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
A D R E N A L I N E DNA / MOOD
The mood of Adrenaline can be represented by California, specifically Los Angeles. The lifestyle in L.A. is casual and laid-back, but at the same time, its doors are open to many adventures and opportunities to go beyond the ordinary – which is what Adrenaline wants for its consumers to aim for.
11
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
A D R E N A L I N E DNA / MOOD
A U D A C I T Y
The audacity of a person defines how willing he/she is to take risks. With Adrenaline, the consumers can take risks in terms of fashion through prints and bold styles that the brand offers.
12
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
A D R E N A L I N E
A D V E N T U R E
California gives the idea of being free-spirited and the life of adventure. Adrenaline wants to transcend such to its consumers. Through its products, Adrenaline’s consumers will have the freedom to have fun in terms of their clothing and eventually, their lifestyle.
13
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
What makes our brand unique?
We offer the opportunity for women within the age group to establish their identity by not limiting self-expression through our clothing. But rather, encourage them to be the best that they can be and to embrace new experiences to sharpen the edge of life. It has a purpose beyond money. It aims to sell fun, freedom, and youthfulness.
“Style is a way to say who you are without having to speak.”
14
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
DNA / MOOD
15
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
DNA / MOOD – Fun-loving
16
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
DNA / MOOD - Audacious
17
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
DNA / MOOD – Fun-loving
18
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
DNA / MOOD – De rigueur
19
Customer Profile
Kim Jones• 26 years old• Television and events host• Model/Brand Ambassador• Trendsetter and Style
Inspiration• Top Fashion Blogger• Outdoor Enthusiast
20
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
To date, she has worked and partnered with Mac, Neutrogena, Vitress, TechnoMarine, Pandora, ForMe,
Rags II Riches, Topshop, Tommy Hilfiger and more.
21
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Social Class: Upper Middle Class – Upper Class
Likes: outdoor activities like soccer, surfing, running, boxing, and traveling as well as watching all kinds of movies
Dislikes: staying at home, gloomy weather
22
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
RETAIL POSITIONNING
TRADITION STYLISH CLASS FASHION AVANT GARDE
SPECIAL EVENT
DAY WORK
CASUAL CITY
CASUAL W/E
ACTIVE SPORT
Adrenaline
20%30%30%20%
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
EXACT LOCATION IN MANILA
23
SM AURA PREMIER, Mckinley Parkway, Fort Bonifacio, Metro Manila
24
SM AURA
Operating Hours
Weekdays: 10 AM – 9 PM
Weekends: 10 AM – 10 PM
In-charge of rent: SM Supermalls
25
COMPETITORS’ LOCATION
BERSHKA
ADRENALINE LOCATION
TOPSHOPFOREVER 21
FOREVER 21
COTTON ON
COMPETITORS’ LOCATION IN SM AURA
26
BERSHKA
1st level of SM Aura
530 sqm
COMPETITORS’ LOCATION IN SM AURA
27
TOPSHOP
1st level of SM Aura
530 sqm
COMPETITORS’ LOCATION IN SM AURA
28
COTTON ON
2nd level of SM Aura
850 sqm
COMPETITORS’ LOCATION IN SM AURA
29
FOREVER 21
1st and 2nd level of SM Aura
500 sqm/floor
30
DETAILS FOR A 400 sqm STORE IN SUM AURARent Cost per year - Basic Rent (rent per sqm) + 3% of sales
Rent Cost per sqm – Average rent is Php 1,000/sqm or US$23/sqm
Cost of electricity – Php 80,000/month or US$ 1,900/month
Total Turnover per season – Monthly revenue for the mall is Php 50 million or US$ 1,155,268.05
Average no. of people going inside the mall per day – Approximately 1,000 people visit the stores a day but only roughly around 60 people buy
Foot traffic in the mall on weekdays is 20,000 and 40,000 on weekends
In-charge of Rent – SM Prime Holdings
Source: Carlos Vilchez – SM Aura Mall Manager
31
Value of the merchandise you can present on display in the Store
First delivery = 12,800,000
Estimate the number of VISITOR you will have by day – 400
Estimate the number of BUYER you will have by day – 100 customers (1,300 average purchase)
Number of Buyer per day = 80
Opening day by month 30
Number of month 6
Average Retail Price 1,300
Estimated Turnover Base on Traffic Pesos = 23,725,000 per season
Estimated Turnover Base on Budget Pesos = 24,000,000 per season
Adrenaline Store Concept
PANTONE COLORS OF THE STORE
STORE FRONT
34
Rosewood for bordersSatin Opaque glass with LED backlight
Mix of woods:- Maple- Mahogany- Wallnut
Clear glass
Logo with LED backlight
STORE FRONT
35
11 feet
15 meters
From the floor to the top of the window: 10 feet
From the top of the window to the top of the whole front window:1 foot
Wooden part with the logo Door entranceWindow 2 meters 5 meters
8 meters
WOODEN DOUBLE HINGED DOOR
36
Opening Hours (painted on glass)
Accepted Credit Cards
WINDOW
37
The window projects a sneak peak to the main theme of the store, which is Los Angeles. The window display reflects the balance between a chill yet lively vibe of the city. This includes the laidback lifestyle in the beach, as well as, the buzzing and energetic atmosphere of the streets.
38
CaseHistory2001 2002MOOD OF THE BRAND
39
CaseHistory2001 2002MOOD OF THE BRAND
40
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Identity Presented in the Shop
We will present four different themes for the four ends of use that
we offer. These are casual city, casual weekend, day work and
active wear. Each end of use will be presented in the following slides with
its respective themes.
41
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Identity Presented in the Shop
CASUAL CITY – Hollywood Walk of Fame
42
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Identity Presented in the Shop
CASUAL WEEKEND – beach vibes
43
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Identity Presented in the Shop
DAY WORK – Downtown LA
44
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Identity Presented in the Shop
ACTIVE SPORT – streets of LA
45
FLOORING
Polished Concrete Flooring – in order to
balance the wood furniture
46
TYPE OF LIGHTING FOR THE COUNTER
TYPE OF LIGHTING FOR THE MERCHANDISE IN WINDOW
Pendulum Lamp (Warm White)Round Halogen Ceiling Spotlight
(Warm White)
47
TYPE OF LIGHTING FOR CHANGING ROOM HALLWAY
TYPE OF LIGHTING FOR FITTING ROOM CUBICLE
LED downlights Modern pendullum lamps
48
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Racks for Merchandise
Industrial Garment Rack (Metal & Wood) for Merchandise on the sides
49
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Tables for folded merchandise
50
TYPE OF MANNEQUIN COUCH
51
CASHIER HANGER
52
CaseHistory2001 2002In-Store Concept: The concept we want for the store revolves
around the simple combination of wood, cement and bricks. It is inspired by Venice in L.A. where it is known for its beaches and circus-like ocean front, as well as entertaining and interesting
persons such as fortune tellers, artists, and vendors. This calls for so many spontaneous adventures and activities to try
– The Los Angeles vibe.
LAYOUT OF THE MERCHANDISE
53
54
DESIGN INSIDE THE STORE
The design of the store will be based on the four different ends of use with their respective themes.
CASUAL CITY
55
CASUAL WEEKEND
DESIGN INSIDE THE STORE
56
DAY WORK
DESIGN INSIDE THE STORE
57
ACTIVE SPORT
DESIGN INSIDE THE STORE
Balcony for elevated area
58
CHANGING ROOMS
Outside of the changing rooms – meant to be plain so that the pop of colors can be reflected
through its interior
59
CHANGING ROOMS
The interior of each changing room will have the same wallpaper but the shades of these will differ per changing room. (10 changing rooms)
60
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Design Presented Behind the Counter
We will only use one backdrop for the counter, which is the brand name. The wall will be painted with a black matte finish and will have 3D lettering made out of stainless steel with LED backlights on each letter. Similar to this ---------------------------------->
61
COUNTER
62
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
Pricing Information
For the windows, we decided not to put any pricing information unless there are sales promotions in order to inform buyers. On the other hand, we would be placing prices on round silver frames that are big enough to read in order to be direct.
PHOTOS FOR PUBLICITY
63
PANTONE FOR PACKAGING AND TAGS
65
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
DAY WORK
DESIGNS FOR TAGS PER END OF USE
Length: 3 inches
Width:1.5 inches
INFORMATION INCLUDES:
-Brand identity-Brand tagline-Brand website-Price-Size -Type of clothing-Color of item
66
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
CASUAL CITY
DESIGNS FOR TAGS PER END OF USE
Length: 3 inches
Width:1.5 inches
INFORMATION INCLUDES:
-Brand identity-Brand tagline-Brand website-Price-Size -Type of clothing-Color of item
67
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
CASUAL WEEKEND
DESIGNS FOR TAGS PER END OF USE
Length: 3 inches
Width:1.5 inches
INFORMATION INCLUDES:
-Brand identity-Brand tagline-Brand website-Price-Size -Type of clothing-Color of item
68
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
DESIGNS FOR TAGS PER END OF USE
ACTIVE SPORT
Length: 3 inches
Width:1.5 inches
INFORMATION INCLUDES:
-Brand identity-Brand tagline-Brand website-Price-Size -Type of clothing-Color of item
69
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
WASHING INSITRUCTION LABEL GARMENT TURNED INSIDE OUT
70
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
WHERE TAGS WILL BE ATTACHED
LABELING TAGS FOR ADRENALINE BOTTOMS (INSIDE AND OUTSIDE)
SAME PLACEMENTS OF BRAND TAG ON SKIRTS, SHORTS, ETC. (INSIDE)
72
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
DESIGNS FOR BAGS PER END OF USE
DAY WORK CASUAL CITY
Wide paper bag dimensions:Length:10 inches Width: 15 inches
Tall paper bag dimensions:Length:13 inches Width: 9.5 inches
73
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
DESIGNS FOR BAGS PER END OF USE
CASUAL WEEKEND ACTIVE SPORT
Wide paper bag dimensions:Length:10 inches Width: 15 inches
Tall paper bag dimensions:Length:13 inches Width: 9.5 inches
74
CaseHistory2001 2002
CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion
SPECIAL PACKAGING OF ADRENALINE