seung ho lee portfolio

Seung ho LEE Coleman Korea VMD and Retail MKT Coordinator

• Location of Coleman Korea Retail (Direct shop, Outlet, Mono-brand shop)

• 2009~2013 VMD Review

• 2014 VMD and Retail MKT

• 2015 VMD and Retail MKT

Contents

2009 : 3 Seoul (DS 1 , Dep.1 ) / Gyeonggi (Dep.1) 2010 : 5 Seoul (DS 1, Dep. 2) / Gyeonggi (Dep.1) Gwangju (Dep.1) / Busan (Dep.1) 2011 : 4 Seoul (DS 1, Dep.1) / Gyeonggi (Dep.1) / Busan (Dep.1) 2012 : 6 Seoul (DS 1, Dep.1) / Incheon (DS 1) Gyeonggi(Outlet 1) / Busan (DS 1, Dep.1) 2013 : 10 Seoul (DS 1, Dep.1) / Incheon (DS 1) Gyeonggi (DS 2, Outlet 2) / Busan (Dep.1, DS 1, Outlet 1)

2014 : 8 Seoul (DS 1) / Incheon (DS 1) Gyeonggi (DS 2, Outlet 2) / Busan (DS 1, Outlet 1) 2015 MBS : 4 Seoul 1 / Daegu 1/ Gwangju 1/ Busan 1

Location (Direct shop, Outlet, MBS)

2009~2013 VMD Review

• Strategy of Visual Merchandising

※ Big Bets: Global Key products

1. Big Bets

2. Bag

4. Promotion/

3. Tent

Season Concept +

1. Big Bets display

2. Bag display

2009~2013 Retail Presentation

※ Big Bets: Global Key products

3. Tent display

4. Promotion display

2009~2013 Retail Presentation

2014 VMD and Retail MKT review

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

W/M 10th anniversary My favorite toys / Enjoy of Trip Enjoy House camping Camping party Vintage camping / Halloween / Christmas

• VMD calendar

Phase 1 Phase 2 Phase 3 Phase 4

Image map

2014 VMD Review

• Strategy of Visual Merchandising

New Products

Concept

Design

VM

• Limited Cocoon: “W/M 10th anniversary” (Jan ~ March)

• Wide 2room Max: “My Favorite Toys” (April ~ May)

• Enjoy House Camping (Jun ~ July)

(Window graphic) (window ISC/ Display) (Visual Presentation Zone)

• Enjoy Summer (High light/ Jun ~ Aug.)

(Window graphic/ POSM) (window ISC/ Display) (Item Presentation Zone)

• Camping Party (Aug. ~ Sep.)

(Window graphic) (window ISC/ Display) (Point of sales Presentation Zone)

• The true moment of camping (High light / Sep. ~ Dec.)

(Window graphic/ POSM) (window ISC/ Display) (Item Presentation Zone)

• Vintage Camping (Oct. ~ Dec.)

(Window graphic) (window ISC/ Display) (Visual Presentation Zone)

• Chelsea Premium Outlet ISC (Main window display for SALE)

(Q2. ENJOY SUMMER) (Q1. Shopping Bag)

(Q3. Happy Halloween) (Q4. MERRY CHRISTMAS)

• Chelsea Premium Outlet Bag (“Enjoy of Trip” and “Let’s go to the beach” / Jan ~ Aug)

Seasonal Sticker Promotion • Period: Jun,Jul, Aug, Sept, Oct, Nov, Dec • Promotion Concept: Buy any product, Get Free Seasonal Sticker, Logo sticker and sticker for vehicle. • Channel:

Seasonal Sticker: Direct Shops Logo Sticker: Direct Shops, Outlets Sticker for vehicle: Direct Shops, Outlets

• Communication: PR/Viral(Blog, Facebook)/POP/Email Newsletter • Analysis : Get brand loyalty from consumers with seasonal sticker gift.

Starter package (Only at DS)

• Period : 10th Jul~31st Aug • Promotion Concept : Provide essential product package at discounted price • Objective : To take more share of beginners. • Channel : Direct shop • Analysis : Need to develop more valuable package

Email Newsletter POP

Eco Shopper Bag Promotion

• Period : 23rd Jul~till sold out • Promotion Concept : Buy any product over 300,000KRW, get free eco bag • Promotion Channel : Specialty, DS • Objectives: To increase store traffic • Analysis : gave the consumers the eco-friendly brand image

Email Newsletter

Camping garland • Period: 15th Aug ~ till sold out • Promotion Concept: Buy any product over 300,000 KRW, get free camping garland • Promotion Channel : DS • Analysis : Increased brand exposure on consumer

Email Newsletter

2015 Diary Promotion • Period: 9 Dec ~ till sold out • Promotion Concept : Buy product over 50,000 KRW, get free 2015 diary • Promotion Channel : DS and Outlet • Analysis : Gave a chance to enjoy new concept in 2015

Email Newsletter

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

Ready for the trip Enjoy the Trip Share the

memory of the trip

Back to the Original (American Vintage)

Feel free to go camping

anywhere

Beyond Camping Remember of

camping

Phase 1 Phase 2 Phase 3 Phase 4

2015 VMD Calendar

Image Map

Family camping style Friends, Couple, Solo camping style Family camping style

Retail presentation zone though VM

Objectives: To show consumer key items Key Product: Oasis , Athena

2015 Retail Marketing

Phase 1 Ready for the trip (Back to the original)

Concept: Family trip style for Window ISC and VP

1. Window ISC (steel cooler, Fuel Lantern and Two burner)

• Objectives: To show consumer MKT strategy

• ISC: Vintage picture

• POP: Vintage car for old camping style

2. Style Zone/ Tent display (Oasis , Athena)

• Objectives: To show consumer key items

• Key Product: Oasis , Athena

Style zone / Tent Display Window ISC

• Feel free to go camping anywhere (April ~ May)

(Window graphic) (widow ISC/ Display) (Style Zone/ Tent display)

2015 Retail Marketing

Phase 2 Enjoy the trip (Feel free to go anywhere camping)

Concept: Family trip style for Window ISC and VP

1. Window ISC (Retro cooler, Mozaic series, Cooking and heating, Bag etc.)

• Objectives: To show consumer MKT strategy

• ISC: trip scene

• POP: Travel carrier for camping trip

2. Style Zone/ Tent display(Athena , winds light 270, Dome tent)

• Objectives: To show consumer key items

Style zone / Tent Display Window ISC

• Feel free to go camping anywhere (April ~ May)

(Window graphic) (widow ISC/ Display) (Style Zone/ Tent display)

2015 Retail Marketing

Phase 3 Enjoy the trip (Beyond the camping)

Concept: Couple and friend style for Window ISC and VP

1. Window ISC (Cooler, puddle, SUP, Furniture etc.)

• Objectives: To show consumer MKT strategy

• ISC: Beach scene

• POP: Yacht for summer camping

•

2. Style Zone/ Tent display (Shade, Capella, winds light, water recreation)

• Objectives: To show consumer key items

Style zone / Tent Display Window ISC

• Beyond the camping (Jun. ~ Aug.)

(Window graphic) (widow ISC/ Display) (Style Zone/ Tent display)

2015 Retail Marketing

Phase 4 Share the memory of the trip (Remember of the camping)

Concept: Family trip style for Window ISC and VP

1. Window ISC (W/M series Furniture etc.)

• Objectives: To show consumer MKT strategy

• ISC: camping video

2. Style Zone/ Tent display (W/M 2room)

• Objectives: To show consumer key items

Style zone / Tent Display Window ISC

Seasonal Sticker Promotion • Period: Phase 1, Phase 2, Phase 3, Phase 4 • Promotion Concept: Buy any product, Get Free Seasonal Sticker, Logo sticker and sticker for vehicle. • Channel:

Seasonal Sticker: Direct Shops, Specialty Logo Sticker: Direct Shops, Outlets Sticker for vehicle: Direct Shops, Outlets

• Communication: PR/Viral(Blog, Facebook)/POP/Email Newsletter • Objective: Get brand loyalty from consumers with seasonal sticker gift.

Phase 1 Phase 2 Phase 3 Phase 4

Oasis Promotion • Period: 9th Feb ~ till sold out • Promotion Concept: Buy Oasis tent , get free apron and leisure sheet • Promotion Channel: DS, MBS • Communication: PR/Viral(Blog, Facebook)/POP/Email Newsletter • Objective : To reinforce theme of American vintage

Promotion POP

Thank you

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