SlideShare a Scribd company logo
1 of 32
Henri lloyd Creative Pitch
01Henri LLoyd
The brand and customer
Who
are
Henri
Lloyd?
Seizing
opportunity
Pioneers
innovative
Visionary
Thinkers
Motivated by contemporary life and new ideas. From
the beginning Mr. Henri focused his business on new
technology in sailing clothing by challenging convention and
taking risks.
The Henri Lloyd consumer thrives off innovation, an athletic character or
someone who has interest within this field. They are someone with a keen
interest in technology and competitive sports. As mentioned in the market
report, their current customer is between 26 – late 30’s year old titled ‘The
competitive male urbanite’ and late 30’s – 55 year old titled ‘The comfortable
mid life male’.
We want to appeal to the future Henri Lloyd customer in addition to this, the
16-26 year olds who want to feel inspired by their choice of brand. A brand
who they can aspire to buying with apparel that is an investment worth saving
for. They want to be able to buy in to the brands story and feel that they are
part of their development.
The
Henri
Lloyd
Customer
The
Millennial
Consumer
The younger consumer, also known as “Millennials”, have
a profound impact on the future of retail, providing the
next opportunity for revenue growth. Technology has
fundamentally changed the way in which we shop – the
Internet has given us more choice and more information
about prices and product than ever .
Whilst Millennials may have a larger disposable income,
they don’t part with their money easily and they want to
know that the when they do it’s on something worthwhile
that was created in the right way. Innovation with fabrics
and design matters to the Millennials and by finding a brand
that offers this allows them to build a deeper connection
and build a relationship with them that they will always fall
back on.
Many Millennials seek a personalized view when it comes
to shopping, they want to feel like the brand listens to what
they want and knows who they are. They don’t want to be
bombarded with something that lacks anything less
than loyalty.
Henri Lloyd can achieve this through using these core
‘needs’ of the millennial consumer within a new retail
approach in a way to excite their future customer. By using
retail as the forefront of the concept you can reach this
wider audience without excluding the current customer.
Retail
Trends
Tech, Personalisation & Education
02
Trends
POS Technology
Beacons
Technology
within
retail
Initiatives to make the cash register extinct
will continue to go strong in 2015. Cloud-
based point-of-sale systems have proven
that they can outperform old-fashioned
registers in all aspects (performance,
functionality, looks) and an increasing
number of retailers will recognize this and
make the switch.
Beacons will make theirwayinto even more
stores in the coming year. The technology,
which provides in-store analytics and
marketing solutions for brick-and-mortar
retailers, has already generated results
for several merchants, which is why
we’re confident that beacon adoption will
continue to grow in 2015.
As mentioned in the market report, technology based retail is one
of the main trends amongst the millennial shopper. Integration of
the physical and digital is key in order to create a coherent voice and
appeal to both the current consumer and new consumer.
OFFLINE
TO
ONLINE
Of Retailers
65%
would like to be a
pickup destination for
orders placed on brand
websites
Of Customers
59%
say they would
purchase more from
brands that provide
in-store pickup for
orders
With research indicating that 78% of consumers feel that
personalized content has led to a deeper relationship with a brand
(Wearesquare.com:2013) its clear that personalisation is key in
order to create a lasting relationship as well as answer to
customer demand.
Digital technology and digital based retail has allowed retailers
to achieve this by enabling an increased understanding of what
customers want and how they shop.
Personalised
retail
Genes@co-op Café at Barneys, New York Kate spade Saturday pop up, new york
Education
retail
The market report stated that
customers want to be continually
inspired by their brand. By creating
a retail strategy which integrates
this it allows brands to educate their
consumers through multiple outlets
such as retail space and share their
story and background, inspiring
consumers through this.
Pop-up stores have evolved into
effective outlets for brands and
retailers of all sizes and categories to
generate excitement, drive awareness
and even expand their businesses
through this type of education. It allows
consumers to connect to the brand
through a new and exciting outlet.
pop
ups
Box park and its success
03
Pop Ups
BoxPark,
Shoreditch
Opened in 2011 by founder and CEO Roger Wade, BOXPARK
Shoreditch will be open for the next four years.
BOXPARK is constructed of stripped, and refitted shipping
containers, creating unique, low cost, low risk pop-up stores.
Filled with a mix of fashion and lifestyle brands, galleries, cafés
and restaurants – BOXPARK places local and global brands
side-by-side, creating a unique shopping and dining destination.
BOXPARK is not some run-of-the-mall shopping centre.
It’s a living, fertile community of brands packed with talent,
innovation and attitude that puts creativity and fashion back
where they belong: on the street.
It’s
Success
BOXPARK strips and refits shipping containers
to create unique, low cost, low risk, ‘box
shops’. Put them together with a unique mix of
international fashion, arts and lifestyle brands,
galleries and cafés and you’ve got the world’s
first ‘pop-up’ mall. BOXPARK isn’t just where
you shop. It’s an inspiring and enjoyable place
to drop in and hangout. It’s what a real brand
experience should be all about.
BOXPARK aims to become part of the fabric
of local life adding colour, creativity and life of
it’s own and has succeeded in doing so
over the past 4 years as it has become
a destination for innovative brands and
unique stores within the area and London.
BOXPARK allows retailers to use the
destination for 1, 3 or 12+ months,
depending on the plan and size and what
best suits the retailers themselves. It’s
become a starting point for many new
brands and a new format and platform for
existing brands.
BoxPark
Market Place
BOXPARK launched their new digital concept in January 2014 as they
became a cashless mall. BOXPARK market place will allow consumers to buy
or share items in store, online and on their mobile. The new platform will
feature a scan to shop or share app allowing customers to scan products
in store, add them to a shopping basket or share. It will also feature a fully
integrated iPad POS system, linked to transactional E-Commerce platform.
Rodger Wage, CEO of BOXPARK said “BOXPARK market place is a
revolutionary concept, multichannel solutions have been rolled out on the
high street, but until now small independent retailers have been unable to
offer costly multichannel solutions. BOXPARK market place allows small
independents to have a sophisticated multichannel solution with little or no
set up costs. They just need an iPad or tablet and they are up and running”.
To promote the scheme BOXPARK is offering a 20% commission only fee
structure which includes:
	
	 BOXPARK Shoreditch 300 sq.ft store
	 Including £25k shopfit
	 Ecommerce store on BOXPARK market place
	 POS System
	 Consumer app with scan to share or buy
	 100k digital database
	 Event space
The
vision
concept, location and store
04
concept
concept
and
purpose
We want to engage the younger consumer through a
new approach of retail strategy. By applying these trends
to Henri Lloyd we can demonstrate that not only are
you innovators within clothing but also innovators and
pioneers in this field.
Creating a high level of engagement with the Henri Lloyd
consumer will allow us to create more foot traffic. It will
allow you to have a higher buzz around your brand whilst
also educating the new customer on your ethos, your
voice and your message.
This is going to be done through a Pop Up store which
will be situated in the new BOXPARK location in Croydon
which is due to open in 2016. Currently Croydon is the
only location within the London area where consumers
can physically buy Henri Lloyd clothing. By adding a pop
up here it will enhance the existing product and customer
you currently have within the area.
The investment into Croydon is something that is heavily
underway by adding new stores and shopping centres
which will bring customers to the area through the new
Westfields shopping centre which is due to open aswell
as BOXPARK.
Throughout the next section you will see the breakdown
and concept behind Henri Lloyd x BOXPARK and how
you can engage the younger consumer by integrating the
3 retail trends which were stated previously.
Boxpark, Croydon is a new and emerging
investment due to launch in 2016. By creating
a format for the pop up store here it will enable
further traffic within the Henri Lloyd concession
in House of Fraser.
The structure will consist of 80 units and a
covered courtyard for year-round events. In
addition to this it will offer a click and collect
service via the BOXPARK market place allowing
customers to physically shop for products in
stores, as well as purchase and share items online
and on their mobile.
box park,
Croydon
“Croydon is one of the last
London boroughs to be
developed. I want everyone
to re-think their view of
Croydon. It’s the home of Kate
Moss, Tracey Emin, and now
Boxpark!”
- Founder and CEO Roger Wade of
BOXPARK
Why?
Boxpark have already proven their success
with their Shoreditch location and by being
one of the first store it shows Henri Lloyd as
a brand who supports this and a brand who is
at the forefront of innovation within London.
Croydon is an Up and coming area which is
undergoing a lot of investment and to be one
of the brands who was at the cusp of this will
allow new light to be shed amongst this as
well as new consumers and audiences.
Founder and CEO of BOXPARK Roger Wade,
states that BOXPARK isn’t for the tourist,
it’s for the people who live and work in the
area. This therefore allows Henri Lloyd to
strengthen their customer reach specifically
within the area.
The pop up will be situated within a triple container within BOXPARK. This will allow us to split the shop in half, one half being the
educational/tech side and the other focusing on the clothing sector. The dimensions of each container are as per below:
40’ HI-CuBE STEEL dRy CARgO CONTAiner
EXTERIOR
Length: 40’0” (12.192 m)
Width: 8’8” (2.438 m)
Height: 9’6” (2.896 m)
Interior
Length: 29’5 45/64” (12.032 m)
Width: 7’8 19/32” (2.352 m)
Height: 9’9 15/16” (2.69 m)
Clothing within the store will focus around the new collection in that season by pulling out the core pieces which will be jackets, shirts, polo
shirts, knitwear, legwear and also a couple of items selected from the accessories and footwear category. The stronger emphasis however will
be on jackets as this is with the pioneering and innovation lies within the brand.
Dimensions
& Details
Focal Wall With Wood Panels & logo
demonstration Wall, henri lloyd Jackets
VideoWall
clothing hanger Walls
clothing hanger Walls
disPlay Walls
VieWing benches VieWing benches
Fittingrooms
interactiVe bench
length
12.192m
Width
7.314m
height
8.688m
length
12.032m
Width
7.056m
height
8.07m
exterior length
interior length
Store View #1
This view showcases the main focal wall and fitting rooms
Store View #2
This view showcases the clothing hanging and a brief look into the interactive table and video walls
Store View #3
This view showcases the interactive table and the video wall
Store View #4
This view showcases the art work from the view of the demonstration wall
Store View #5
This final view showcases the demonstration wall and viewing area
By utilising new technology within the store it will
allow us to connect with consumers in a new and
immersive way that you haven’t before.
POS technology allows us to remove any cash
desks which frees up the staff within the store to
walk around and be directly on the shop floor and
communicate with more ease with any customers. We
can create this level of engagement which will create
a lasting impression.
An interactive screen/table allows the shoppers to
browse through the inspirations which lie behind that
seasons collection and feel inspired in the same way
the designers did. They can also shop the collection
directly from the interactive screen and get items
delivered home, paying in the same way that they
would through the POS technology.
On either side of the interactive screen/table will be
two video walls which will be playing the heritage
video and the Gore Tex video in an aid to showcase
these additional aspects of the brand with
the consumers.
Technology
within
the
Henri
lloyd
store
The interactive table allows consumers to interact with the digital side of the brand by browsing through the online journal and get background
knowledge into the brand. In addition to this they can view social media platforms to understand this side of the brand which perhaps they might
not be aware of and also view the Vimeo profile which is full of creative content and videos. Consumers can search through the platform typing
in key words using the moveable keyboard or search button allowing for a cohesive and interactive experience.
Personalisation
within the Henri
lloyd store
To create personalisation with the customers and add that
relationship within the store there are a couple of different avenues
to explore.
The first being what we touched upon previously which is taking out
any Till Kiosks and using POS technology. This will allow a constant
interaction with staff and customers and allow customers to explore
the store which also allow them a direct payment option wherever
they are.
Secondly by offering a home delivery service it allows customers to
try on in store but not have the worry of having to carry
around the larger Henri Lloyd clothing items, if they don’t
want too. It also allows us to cut down on stock within the
store and focus it on the product and not clutter spacing or
take away from the clothing by cramping the rails full of stock.
As mentioned, BOXPARK Croydon also plans on having
a Click and Collect service through their new launch, the
market place. This gives the Henri Lloyd consumers another
outlet to use when shopping, offering them convenience and
integrating their online and offline stores.
As mentioned education is pivotal to securing a high level of consumer
product. As Lisa Douglas has mentioned, education is key because customers
aren’t just buying a product, their buying into a story and they want to be
educated on this story.
The demonstration wall will feature 2 of your most innovative jackets, The
Tilston Jacket and The Akenham Jacket. With this is a glass demonstration
wall which will feature water demonstrating that they aren’t just water
resistant but they are Water Proof. It will be a way for consumers to
understand how you have the upper edge against your competitors and why
they should buy from you. It will also demonstrate the taped seams and Gore
Tex fabrics which you use and why this is important for this kind of
sailing apparel.
To educate the consumers on the Henri Lloyd story there will be two video
walls which will be playing the Heritage and Gore Tex videos to showcase
where the brand came from and where they are now. It will allow consumers
to have another touch point in the store to go and view making it a more
tactile retail format.
education
within the
Henri lloyd
store
Conclusion
The aim of this pop up is to inspire and engage the future Henri
Lloyd consumer. What’s important is that we don’t exclude the
current customer so we wanted to create a bridge between the
two. Whilst adding familiar aspects to the store which are easily
recognisable to the current customer such as the use of wood
within the walls and flooring that represents the hard wood
flooring within boats.
This pop up would be up for 12 months to create a high level of
engagement and will launch alongside the launch of BOXPARK
Croydon. It will allow us to create a relationship as well as an
association with this new launch within the area. The reason for
12 months is because of the level of interaction and technological
detail, for the Pop Up to be worth having with this standard of
innovation it would be a good time frame.
As stated by CEO and founder of BOXPARK, Roger Wade, the
intention is to involve themselves within the area and not just
simply place themselves there.
This is something that as a brand you already do, particularly
within Croydon by involving yourselves within the conservation
of the area. By creating this relationship with BOXPARK you can
continue to create and build this relationship with the community
in Croydon and show your support towards the development of
the area.
This will hopefully bring awareness to the Henri Lloyd brand
as being pioneers within their field, technical developers within
sailing and apparel and the heritage which surrounds them. By
showcasing this store it will allow new bonds to be built with the
brand and customer as well as strengthen the existing ones.
By using BOXPARK as a destination for the pop up it will mean a
lower rent rate than having it in a separate location within London
and again show the support you have as a brand with the area and
also the support you have with the pop up development.
Credits
BOXPARK, Shoreditch: 		 www.boxpark.co.uk/wp-content/uploads/2013/05/Boxpark_
					 Marketing_Brochure.pdf
BOXPARK, Croydon:			 www.boxpark.co.uk/boxpark-croydon/
Croydon Imagery: 			 www. freepages.genealogy.rootsweb.ancestrycom/~sheilawb/	
					 croydon_images.htm
Henri Lloyd Brand Images: 		 www.henrilloyd.com/journal
					 www.henrilloyd.com/heritage
Bringing the Pop Up to life:		 Andrew McGowan
Thank you
Rachael McGowan
www.rachaelmcgowan.co.uk

More Related Content

What's hot

Developing a Social Media Presence for The Hershey Company
Developing a Social Media Presence for The Hershey CompanyDeveloping a Social Media Presence for The Hershey Company
Developing a Social Media Presence for The Hershey CompanyThe Hershey Company
 
Burberry External Company Analysis
Burberry External Company AnalysisBurberry External Company Analysis
Burberry External Company AnalysisLeanne Tremblay
 
Innovative Marketing & Communications at Burberry
Innovative Marketing & Communications at BurberryInnovative Marketing & Communications at Burberry
Innovative Marketing & Communications at BurberryAlexandra Ashton
 
Victoria's Secret South Korean Market Entry Strategy
Victoria's Secret South Korean Market Entry Strategy Victoria's Secret South Korean Market Entry Strategy
Victoria's Secret South Korean Market Entry Strategy Taylor Clayton
 
Gucci Guilty Advertising & Marketing Campaign
Gucci Guilty Advertising & Marketing CampaignGucci Guilty Advertising & Marketing Campaign
Gucci Guilty Advertising & Marketing CampaignTom Pheby
 
I am branding- creds_presentation_2014_01_09 compressed
I am branding- creds_presentation_2014_01_09 compressedI am branding- creds_presentation_2014_01_09 compressed
I am branding- creds_presentation_2014_01_09 compressedi-ammumbai
 
Strategies at burberry
Strategies at burberryStrategies at burberry
Strategies at burberryMadhu Malesh
 
Lost Cachet of Burberry ----- the royal fashion house of trench coats
Lost Cachet of Burberry ----- the royal fashion house of trench coats Lost Cachet of Burberry ----- the royal fashion house of trench coats
Lost Cachet of Burberry ----- the royal fashion house of trench coats Arittra Basu
 
Advertising for fashion industry
Advertising for fashion industryAdvertising for fashion industry
Advertising for fashion industryAnchal Bathla
 
Marketing Audit FINAL
Marketing Audit FINALMarketing Audit FINAL
Marketing Audit FINALLogan Stodart
 
Burberry uprise and downfall
Burberry uprise and downfallBurberry uprise and downfall
Burberry uprise and downfallsmarkalfat
 
Fasm final paper
Fasm final paper Fasm final paper
Fasm final paper Elva Jiang
 
The Beauty Company's Executive Presentation
The Beauty Company's Executive PresentationThe Beauty Company's Executive Presentation
The Beauty Company's Executive PresentationThe Beauty Company
 
Massimo Dutti Digital Marketing Strategy
Massimo Dutti Digital Marketing StrategyMassimo Dutti Digital Marketing Strategy
Massimo Dutti Digital Marketing StrategySona Martirosian
 
Marketing Research Project
Marketing Research ProjectMarketing Research Project
Marketing Research Projectrenee_miller
 

What's hot (19)

Developing a Social Media Presence for The Hershey Company
Developing a Social Media Presence for The Hershey CompanyDeveloping a Social Media Presence for The Hershey Company
Developing a Social Media Presence for The Hershey Company
 
Sephora in Ireland
Sephora in IrelandSephora in Ireland
Sephora in Ireland
 
Burberry External Company Analysis
Burberry External Company AnalysisBurberry External Company Analysis
Burberry External Company Analysis
 
Case study analysis burberry
Case study analysis  burberryCase study analysis  burberry
Case study analysis burberry
 
Innovative Marketing & Communications at Burberry
Innovative Marketing & Communications at BurberryInnovative Marketing & Communications at Burberry
Innovative Marketing & Communications at Burberry
 
Victoria's Secret South Korean Market Entry Strategy
Victoria's Secret South Korean Market Entry Strategy Victoria's Secret South Korean Market Entry Strategy
Victoria's Secret South Korean Market Entry Strategy
 
Gucci Guilty Advertising & Marketing Campaign
Gucci Guilty Advertising & Marketing CampaignGucci Guilty Advertising & Marketing Campaign
Gucci Guilty Advertising & Marketing Campaign
 
I am branding- creds_presentation_2014_01_09 compressed
I am branding- creds_presentation_2014_01_09 compressedI am branding- creds_presentation_2014_01_09 compressed
I am branding- creds_presentation_2014_01_09 compressed
 
Strategies at burberry
Strategies at burberryStrategies at burberry
Strategies at burberry
 
Lost Cachet of Burberry ----- the royal fashion house of trench coats
Lost Cachet of Burberry ----- the royal fashion house of trench coats Lost Cachet of Burberry ----- the royal fashion house of trench coats
Lost Cachet of Burberry ----- the royal fashion house of trench coats
 
Advertising for fashion industry
Advertising for fashion industryAdvertising for fashion industry
Advertising for fashion industry
 
Marketing Audit FINAL
Marketing Audit FINALMarketing Audit FINAL
Marketing Audit FINAL
 
Burberry uprise and downfall
Burberry uprise and downfallBurberry uprise and downfall
Burberry uprise and downfall
 
Fasm final paper
Fasm final paper Fasm final paper
Fasm final paper
 
The Beauty Company's Executive Presentation
The Beauty Company's Executive PresentationThe Beauty Company's Executive Presentation
The Beauty Company's Executive Presentation
 
Massimo Dutti Digital Marketing Strategy
Massimo Dutti Digital Marketing StrategyMassimo Dutti Digital Marketing Strategy
Massimo Dutti Digital Marketing Strategy
 
Are Retail Malls Dying?
Are Retail Malls Dying?Are Retail Malls Dying?
Are Retail Malls Dying?
 
Marketing Research Project
Marketing Research ProjectMarketing Research Project
Marketing Research Project
 
journey of learning
journey of learningjourney of learning
journey of learning
 

Viewers also liked

Campbell’s Pitch presentation
Campbell’s Pitch presentationCampbell’s Pitch presentation
Campbell’s Pitch presentationLexyKhoo
 
The Pitch Process: Turning client briefs into great ideas, then selling them
The Pitch Process: Turning client briefs into great ideas, then selling themThe Pitch Process: Turning client briefs into great ideas, then selling them
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
 
The Art Of The Creative Pitch
The Art Of The Creative PitchThe Art Of The Creative Pitch
The Art Of The Creative PitchJustice Mitchell
 
Horlicks Digital Plan Pitch (Strategy) 2013
Horlicks Digital Plan Pitch (Strategy) 2013Horlicks Digital Plan Pitch (Strategy) 2013
Horlicks Digital Plan Pitch (Strategy) 2013mahakhalid1
 
Digital Media Pitch Presentation
Digital Media Pitch PresentationDigital Media Pitch Presentation
Digital Media Pitch PresentationRohan Mozumdar
 
Cadbury campaign pitch presentation (naked idea agency)
Cadbury campaign pitch presentation (naked idea agency)Cadbury campaign pitch presentation (naked idea agency)
Cadbury campaign pitch presentation (naked idea agency)yanahada
 
Concept pitch latest gc
Concept pitch latest gcConcept pitch latest gc
Concept pitch latest gcGreg Camenzind
 
Concept pitch proposal
Concept pitch proposalConcept pitch proposal
Concept pitch proposalhedgeeliott
 
Collaborations Agency Presentation
Collaborations Agency PresentationCollaborations Agency Presentation
Collaborations Agency Presentationalexsykes23
 
Turkish Airlines Digital Pitch Case Study
Turkish Airlines Digital Pitch Case StudyTurkish Airlines Digital Pitch Case Study
Turkish Airlines Digital Pitch Case StudyYüce Zerey
 
30x marketing pitch deck [ppt]
30x marketing pitch deck [ppt]30x marketing pitch deck [ppt]
30x marketing pitch deck [ppt]30x Marketing
 
Digital Marketing Pitch to Bulb Studios
Digital Marketing Pitch to Bulb StudiosDigital Marketing Pitch to Bulb Studios
Digital Marketing Pitch to Bulb StudiosMatt Harrison
 
Slobproof! Kaleido Marketing Pitch
Slobproof! Kaleido Marketing PitchSlobproof! Kaleido Marketing Pitch
Slobproof! Kaleido Marketing PitchMegan Thomas
 
Tips on making a ad pitch for a client
Tips on making a ad pitch for a clientTips on making a ad pitch for a client
Tips on making a ad pitch for a clientanuppresentations
 
Advertising pitch ppt
Advertising pitch pptAdvertising pitch ppt
Advertising pitch ppthaijiey
 
Advertising pitch
Advertising pitchAdvertising pitch
Advertising pitchben199048
 
How to Deliver a Winning Influencer Marketing Pitch
How to Deliver a Winning Influencer Marketing PitchHow to Deliver a Winning Influencer Marketing Pitch
How to Deliver a Winning Influencer Marketing PitchRustin Banks
 

Viewers also liked (20)

Campbell’s Pitch presentation
Campbell’s Pitch presentationCampbell’s Pitch presentation
Campbell’s Pitch presentation
 
The Pitch Process: Turning client briefs into great ideas, then selling them
The Pitch Process: Turning client briefs into great ideas, then selling themThe Pitch Process: Turning client briefs into great ideas, then selling them
The Pitch Process: Turning client briefs into great ideas, then selling them
 
The Art Of The Creative Pitch
The Art Of The Creative PitchThe Art Of The Creative Pitch
The Art Of The Creative Pitch
 
Advertisement Pitch
Advertisement PitchAdvertisement Pitch
Advertisement Pitch
 
Horlicks Digital Plan Pitch (Strategy) 2013
Horlicks Digital Plan Pitch (Strategy) 2013Horlicks Digital Plan Pitch (Strategy) 2013
Horlicks Digital Plan Pitch (Strategy) 2013
 
Digital Media Pitch Presentation
Digital Media Pitch PresentationDigital Media Pitch Presentation
Digital Media Pitch Presentation
 
Cadbury campaign pitch presentation (naked idea agency)
Cadbury campaign pitch presentation (naked idea agency)Cadbury campaign pitch presentation (naked idea agency)
Cadbury campaign pitch presentation (naked idea agency)
 
Pitch Template
Pitch TemplatePitch Template
Pitch Template
 
Concept pitch latest gc
Concept pitch latest gcConcept pitch latest gc
Concept pitch latest gc
 
Concept pitch proposal
Concept pitch proposalConcept pitch proposal
Concept pitch proposal
 
Collaborations Agency Presentation
Collaborations Agency PresentationCollaborations Agency Presentation
Collaborations Agency Presentation
 
Turkish Airlines Digital Pitch Case Study
Turkish Airlines Digital Pitch Case StudyTurkish Airlines Digital Pitch Case Study
Turkish Airlines Digital Pitch Case Study
 
30x marketing pitch deck [ppt]
30x marketing pitch deck [ppt]30x marketing pitch deck [ppt]
30x marketing pitch deck [ppt]
 
Digital Marketing Pitch to Bulb Studios
Digital Marketing Pitch to Bulb StudiosDigital Marketing Pitch to Bulb Studios
Digital Marketing Pitch to Bulb Studios
 
Slobproof! Kaleido Marketing Pitch
Slobproof! Kaleido Marketing PitchSlobproof! Kaleido Marketing Pitch
Slobproof! Kaleido Marketing Pitch
 
Tips on making a ad pitch for a client
Tips on making a ad pitch for a clientTips on making a ad pitch for a client
Tips on making a ad pitch for a client
 
Advertising pitch ppt
Advertising pitch pptAdvertising pitch ppt
Advertising pitch ppt
 
Advertising pitch
Advertising pitchAdvertising pitch
Advertising pitch
 
How to Deliver a Winning Influencer Marketing Pitch
How to Deliver a Winning Influencer Marketing PitchHow to Deliver a Winning Influencer Marketing Pitch
How to Deliver a Winning Influencer Marketing Pitch
 
Startup Investor Pitch Deck
Startup Investor Pitch DeckStartup Investor Pitch Deck
Startup Investor Pitch Deck
 

Similar to Henri lloyd Creative Pitch

Retail marketing-,Development,Types,Forms.
Retail marketing-,Development,Types,Forms.Retail marketing-,Development,Types,Forms.
Retail marketing-,Development,Types,Forms.St.pious
 
signmesh snapshot - quick look into the fashion industry
signmesh snapshot - quick look into the fashion industrysignmesh snapshot - quick look into the fashion industry
signmesh snapshot - quick look into the fashion industrysignmesh
 
Interserve rw 121012_lr[1]
Interserve rw 121012_lr[1]Interserve rw 121012_lr[1]
Interserve rw 121012_lr[1]retailweeklive
 
Yash Agarwal , Commercial Design Interior Design
Yash Agarwal , Commercial Design Interior DesignYash Agarwal , Commercial Design Interior Design
Yash Agarwal , Commercial Design Interior Designdezyneecole
 
Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...
Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...
Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...Qudini
 
Visual Merchandising 2020
Visual Merchandising 2020Visual Merchandising 2020
Visual Merchandising 2020Jonathan Baker
 
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final (1)
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final (1)RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final (1)
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final (1)D. Devi Ramanan
 
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_FinalRTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_FinalPhilipp Stauffer
 
Keckley Style Integrated Marketing Communications Campaign
Keckley Style Integrated Marketing Communications CampaignKeckley Style Integrated Marketing Communications Campaign
Keckley Style Integrated Marketing Communications CampaignJennifer Lyon
 
Are Malls Dying ?. Merrill Pereyra
Are Malls Dying ?. Merrill PereyraAre Malls Dying ?. Merrill Pereyra
Are Malls Dying ?. Merrill PereyraMerrill Pereyra
 
Best Retail Brands 2012 - by Interbrand
Best Retail Brands 2012 - by InterbrandBest Retail Brands 2012 - by Interbrand
Best Retail Brands 2012 - by InterbrandGenaro Bardy
 
Best Retail Brands 2012, by Interbrand
Best Retail Brands 2012, by InterbrandBest Retail Brands 2012, by Interbrand
Best Retail Brands 2012, by InterbrandMarcelo Aranha
 
Best retail brands 2012
Best retail brands 2012Best retail brands 2012
Best retail brands 2012Calvin Nguyen
 
Best Retail Brands 2012
Best Retail Brands 2012Best Retail Brands 2012
Best Retail Brands 2012pluto1970
 
The Blended Customer Experience
The Blended Customer ExperienceThe Blended Customer Experience
The Blended Customer ExperienceEpsilon Marketing
 

Similar to Henri lloyd Creative Pitch (20)

Rtt futr report
Rtt futr reportRtt futr report
Rtt futr report
 
Retail marketing-,Development,Types,Forms.
Retail marketing-,Development,Types,Forms.Retail marketing-,Development,Types,Forms.
Retail marketing-,Development,Types,Forms.
 
signmesh snapshot - quick look into the fashion industry
signmesh snapshot - quick look into the fashion industrysignmesh snapshot - quick look into the fashion industry
signmesh snapshot - quick look into the fashion industry
 
Interserve rw 121012_lr[1]
Interserve rw 121012_lr[1]Interserve rw 121012_lr[1]
Interserve rw 121012_lr[1]
 
Yash Agarwal , Commercial Design Interior Design
Yash Agarwal , Commercial Design Interior DesignYash Agarwal , Commercial Design Interior Design
Yash Agarwal , Commercial Design Interior Design
 
Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...
Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...
Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...
 
Visual Merchandising 2020
Visual Merchandising 2020Visual Merchandising 2020
Visual Merchandising 2020
 
Retail
RetailRetail
Retail
 
Retail Reinvented Market Insights 2017_low res
Retail Reinvented Market Insights 2017_low resRetail Reinvented Market Insights 2017_low res
Retail Reinvented Market Insights 2017_low res
 
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final (1)
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final (1)RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final (1)
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final (1)
 
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_FinalRTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final
RTP_RT068_AWD_2015 Customer Engagement_Awards_Dec_2015_Final
 
Keckley Style Integrated Marketing Communications Campaign
Keckley Style Integrated Marketing Communications CampaignKeckley Style Integrated Marketing Communications Campaign
Keckley Style Integrated Marketing Communications Campaign
 
Are Malls Dying ?. Merrill Pereyra
Are Malls Dying ?. Merrill PereyraAre Malls Dying ?. Merrill Pereyra
Are Malls Dying ?. Merrill Pereyra
 
Best Retail Brands 2012 - by Interbrand
Best Retail Brands 2012 - by InterbrandBest Retail Brands 2012 - by Interbrand
Best Retail Brands 2012 - by Interbrand
 
Best Retail Brands 2012, by Interbrand
Best Retail Brands 2012, by InterbrandBest Retail Brands 2012, by Interbrand
Best Retail Brands 2012, by Interbrand
 
Best retail brands 2012
Best retail brands 2012Best retail brands 2012
Best retail brands 2012
 
Best retail brands 2012
Best retail brands 2012Best retail brands 2012
Best retail brands 2012
 
Best brands report
Best brands reportBest brands report
Best brands report
 
Best Retail Brands 2012
Best Retail Brands 2012Best Retail Brands 2012
Best Retail Brands 2012
 
The Blended Customer Experience
The Blended Customer ExperienceThe Blended Customer Experience
The Blended Customer Experience
 

Recently uploaded

Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 

Recently uploaded (20)

Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 

Henri lloyd Creative Pitch

  • 2. 01Henri LLoyd The brand and customer Who are Henri Lloyd?
  • 3. Seizing opportunity Pioneers innovative Visionary Thinkers Motivated by contemporary life and new ideas. From the beginning Mr. Henri focused his business on new technology in sailing clothing by challenging convention and taking risks.
  • 4. The Henri Lloyd consumer thrives off innovation, an athletic character or someone who has interest within this field. They are someone with a keen interest in technology and competitive sports. As mentioned in the market report, their current customer is between 26 – late 30’s year old titled ‘The competitive male urbanite’ and late 30’s – 55 year old titled ‘The comfortable mid life male’. We want to appeal to the future Henri Lloyd customer in addition to this, the 16-26 year olds who want to feel inspired by their choice of brand. A brand who they can aspire to buying with apparel that is an investment worth saving for. They want to be able to buy in to the brands story and feel that they are part of their development. The Henri Lloyd Customer
  • 5. The Millennial Consumer The younger consumer, also known as “Millennials”, have a profound impact on the future of retail, providing the next opportunity for revenue growth. Technology has fundamentally changed the way in which we shop – the Internet has given us more choice and more information about prices and product than ever . Whilst Millennials may have a larger disposable income, they don’t part with their money easily and they want to know that the when they do it’s on something worthwhile that was created in the right way. Innovation with fabrics and design matters to the Millennials and by finding a brand that offers this allows them to build a deeper connection and build a relationship with them that they will always fall back on. Many Millennials seek a personalized view when it comes to shopping, they want to feel like the brand listens to what they want and knows who they are. They don’t want to be bombarded with something that lacks anything less than loyalty. Henri Lloyd can achieve this through using these core ‘needs’ of the millennial consumer within a new retail approach in a way to excite their future customer. By using retail as the forefront of the concept you can reach this wider audience without excluding the current customer.
  • 7. POS Technology Beacons Technology within retail Initiatives to make the cash register extinct will continue to go strong in 2015. Cloud- based point-of-sale systems have proven that they can outperform old-fashioned registers in all aspects (performance, functionality, looks) and an increasing number of retailers will recognize this and make the switch. Beacons will make theirwayinto even more stores in the coming year. The technology, which provides in-store analytics and marketing solutions for brick-and-mortar retailers, has already generated results for several merchants, which is why we’re confident that beacon adoption will continue to grow in 2015. As mentioned in the market report, technology based retail is one of the main trends amongst the millennial shopper. Integration of the physical and digital is key in order to create a coherent voice and appeal to both the current consumer and new consumer.
  • 8. OFFLINE TO ONLINE Of Retailers 65% would like to be a pickup destination for orders placed on brand websites Of Customers 59% say they would purchase more from brands that provide in-store pickup for orders
  • 9. With research indicating that 78% of consumers feel that personalized content has led to a deeper relationship with a brand (Wearesquare.com:2013) its clear that personalisation is key in order to create a lasting relationship as well as answer to customer demand. Digital technology and digital based retail has allowed retailers to achieve this by enabling an increased understanding of what customers want and how they shop. Personalised retail Genes@co-op Café at Barneys, New York Kate spade Saturday pop up, new york
  • 10. Education retail The market report stated that customers want to be continually inspired by their brand. By creating a retail strategy which integrates this it allows brands to educate their consumers through multiple outlets such as retail space and share their story and background, inspiring consumers through this. Pop-up stores have evolved into effective outlets for brands and retailers of all sizes and categories to generate excitement, drive awareness and even expand their businesses through this type of education. It allows consumers to connect to the brand through a new and exciting outlet.
  • 11. pop ups Box park and its success 03 Pop Ups
  • 12. BoxPark, Shoreditch Opened in 2011 by founder and CEO Roger Wade, BOXPARK Shoreditch will be open for the next four years. BOXPARK is constructed of stripped, and refitted shipping containers, creating unique, low cost, low risk pop-up stores. Filled with a mix of fashion and lifestyle brands, galleries, cafés and restaurants – BOXPARK places local and global brands side-by-side, creating a unique shopping and dining destination. BOXPARK is not some run-of-the-mall shopping centre. It’s a living, fertile community of brands packed with talent, innovation and attitude that puts creativity and fashion back where they belong: on the street.
  • 13. It’s Success BOXPARK strips and refits shipping containers to create unique, low cost, low risk, ‘box shops’. Put them together with a unique mix of international fashion, arts and lifestyle brands, galleries and cafés and you’ve got the world’s first ‘pop-up’ mall. BOXPARK isn’t just where you shop. It’s an inspiring and enjoyable place to drop in and hangout. It’s what a real brand experience should be all about. BOXPARK aims to become part of the fabric of local life adding colour, creativity and life of it’s own and has succeeded in doing so over the past 4 years as it has become a destination for innovative brands and unique stores within the area and London. BOXPARK allows retailers to use the destination for 1, 3 or 12+ months, depending on the plan and size and what best suits the retailers themselves. It’s become a starting point for many new brands and a new format and platform for existing brands.
  • 14. BoxPark Market Place BOXPARK launched their new digital concept in January 2014 as they became a cashless mall. BOXPARK market place will allow consumers to buy or share items in store, online and on their mobile. The new platform will feature a scan to shop or share app allowing customers to scan products in store, add them to a shopping basket or share. It will also feature a fully integrated iPad POS system, linked to transactional E-Commerce platform. Rodger Wage, CEO of BOXPARK said “BOXPARK market place is a revolutionary concept, multichannel solutions have been rolled out on the high street, but until now small independent retailers have been unable to offer costly multichannel solutions. BOXPARK market place allows small independents to have a sophisticated multichannel solution with little or no set up costs. They just need an iPad or tablet and they are up and running”. To promote the scheme BOXPARK is offering a 20% commission only fee structure which includes: BOXPARK Shoreditch 300 sq.ft store Including £25k shopfit Ecommerce store on BOXPARK market place POS System Consumer app with scan to share or buy 100k digital database Event space
  • 16. concept and purpose We want to engage the younger consumer through a new approach of retail strategy. By applying these trends to Henri Lloyd we can demonstrate that not only are you innovators within clothing but also innovators and pioneers in this field. Creating a high level of engagement with the Henri Lloyd consumer will allow us to create more foot traffic. It will allow you to have a higher buzz around your brand whilst also educating the new customer on your ethos, your voice and your message. This is going to be done through a Pop Up store which will be situated in the new BOXPARK location in Croydon which is due to open in 2016. Currently Croydon is the only location within the London area where consumers can physically buy Henri Lloyd clothing. By adding a pop up here it will enhance the existing product and customer you currently have within the area. The investment into Croydon is something that is heavily underway by adding new stores and shopping centres which will bring customers to the area through the new Westfields shopping centre which is due to open aswell as BOXPARK. Throughout the next section you will see the breakdown and concept behind Henri Lloyd x BOXPARK and how you can engage the younger consumer by integrating the 3 retail trends which were stated previously.
  • 17. Boxpark, Croydon is a new and emerging investment due to launch in 2016. By creating a format for the pop up store here it will enable further traffic within the Henri Lloyd concession in House of Fraser. The structure will consist of 80 units and a covered courtyard for year-round events. In addition to this it will offer a click and collect service via the BOXPARK market place allowing customers to physically shop for products in stores, as well as purchase and share items online and on their mobile. box park, Croydon “Croydon is one of the last London boroughs to be developed. I want everyone to re-think their view of Croydon. It’s the home of Kate Moss, Tracey Emin, and now Boxpark!” - Founder and CEO Roger Wade of BOXPARK
  • 18. Why? Boxpark have already proven their success with their Shoreditch location and by being one of the first store it shows Henri Lloyd as a brand who supports this and a brand who is at the forefront of innovation within London. Croydon is an Up and coming area which is undergoing a lot of investment and to be one of the brands who was at the cusp of this will allow new light to be shed amongst this as well as new consumers and audiences. Founder and CEO of BOXPARK Roger Wade, states that BOXPARK isn’t for the tourist, it’s for the people who live and work in the area. This therefore allows Henri Lloyd to strengthen their customer reach specifically within the area.
  • 19. The pop up will be situated within a triple container within BOXPARK. This will allow us to split the shop in half, one half being the educational/tech side and the other focusing on the clothing sector. The dimensions of each container are as per below: 40’ HI-CuBE STEEL dRy CARgO CONTAiner EXTERIOR Length: 40’0” (12.192 m) Width: 8’8” (2.438 m) Height: 9’6” (2.896 m) Interior Length: 29’5 45/64” (12.032 m) Width: 7’8 19/32” (2.352 m) Height: 9’9 15/16” (2.69 m) Clothing within the store will focus around the new collection in that season by pulling out the core pieces which will be jackets, shirts, polo shirts, knitwear, legwear and also a couple of items selected from the accessories and footwear category. The stronger emphasis however will be on jackets as this is with the pioneering and innovation lies within the brand. Dimensions & Details
  • 20. Focal Wall With Wood Panels & logo demonstration Wall, henri lloyd Jackets VideoWall clothing hanger Walls clothing hanger Walls disPlay Walls VieWing benches VieWing benches Fittingrooms interactiVe bench length 12.192m Width 7.314m height 8.688m length 12.032m Width 7.056m height 8.07m exterior length interior length
  • 21. Store View #1 This view showcases the main focal wall and fitting rooms
  • 22. Store View #2 This view showcases the clothing hanging and a brief look into the interactive table and video walls
  • 23. Store View #3 This view showcases the interactive table and the video wall
  • 24. Store View #4 This view showcases the art work from the view of the demonstration wall
  • 25. Store View #5 This final view showcases the demonstration wall and viewing area
  • 26. By utilising new technology within the store it will allow us to connect with consumers in a new and immersive way that you haven’t before. POS technology allows us to remove any cash desks which frees up the staff within the store to walk around and be directly on the shop floor and communicate with more ease with any customers. We can create this level of engagement which will create a lasting impression. An interactive screen/table allows the shoppers to browse through the inspirations which lie behind that seasons collection and feel inspired in the same way the designers did. They can also shop the collection directly from the interactive screen and get items delivered home, paying in the same way that they would through the POS technology. On either side of the interactive screen/table will be two video walls which will be playing the heritage video and the Gore Tex video in an aid to showcase these additional aspects of the brand with the consumers. Technology within the Henri lloyd store
  • 27. The interactive table allows consumers to interact with the digital side of the brand by browsing through the online journal and get background knowledge into the brand. In addition to this they can view social media platforms to understand this side of the brand which perhaps they might not be aware of and also view the Vimeo profile which is full of creative content and videos. Consumers can search through the platform typing in key words using the moveable keyboard or search button allowing for a cohesive and interactive experience.
  • 28. Personalisation within the Henri lloyd store To create personalisation with the customers and add that relationship within the store there are a couple of different avenues to explore. The first being what we touched upon previously which is taking out any Till Kiosks and using POS technology. This will allow a constant interaction with staff and customers and allow customers to explore the store which also allow them a direct payment option wherever they are. Secondly by offering a home delivery service it allows customers to try on in store but not have the worry of having to carry around the larger Henri Lloyd clothing items, if they don’t want too. It also allows us to cut down on stock within the store and focus it on the product and not clutter spacing or take away from the clothing by cramping the rails full of stock. As mentioned, BOXPARK Croydon also plans on having a Click and Collect service through their new launch, the market place. This gives the Henri Lloyd consumers another outlet to use when shopping, offering them convenience and integrating their online and offline stores.
  • 29. As mentioned education is pivotal to securing a high level of consumer product. As Lisa Douglas has mentioned, education is key because customers aren’t just buying a product, their buying into a story and they want to be educated on this story. The demonstration wall will feature 2 of your most innovative jackets, The Tilston Jacket and The Akenham Jacket. With this is a glass demonstration wall which will feature water demonstrating that they aren’t just water resistant but they are Water Proof. It will be a way for consumers to understand how you have the upper edge against your competitors and why they should buy from you. It will also demonstrate the taped seams and Gore Tex fabrics which you use and why this is important for this kind of sailing apparel. To educate the consumers on the Henri Lloyd story there will be two video walls which will be playing the Heritage and Gore Tex videos to showcase where the brand came from and where they are now. It will allow consumers to have another touch point in the store to go and view making it a more tactile retail format. education within the Henri lloyd store
  • 30. Conclusion The aim of this pop up is to inspire and engage the future Henri Lloyd consumer. What’s important is that we don’t exclude the current customer so we wanted to create a bridge between the two. Whilst adding familiar aspects to the store which are easily recognisable to the current customer such as the use of wood within the walls and flooring that represents the hard wood flooring within boats. This pop up would be up for 12 months to create a high level of engagement and will launch alongside the launch of BOXPARK Croydon. It will allow us to create a relationship as well as an association with this new launch within the area. The reason for 12 months is because of the level of interaction and technological detail, for the Pop Up to be worth having with this standard of innovation it would be a good time frame. As stated by CEO and founder of BOXPARK, Roger Wade, the intention is to involve themselves within the area and not just simply place themselves there. This is something that as a brand you already do, particularly within Croydon by involving yourselves within the conservation of the area. By creating this relationship with BOXPARK you can continue to create and build this relationship with the community in Croydon and show your support towards the development of the area. This will hopefully bring awareness to the Henri Lloyd brand as being pioneers within their field, technical developers within sailing and apparel and the heritage which surrounds them. By showcasing this store it will allow new bonds to be built with the brand and customer as well as strengthen the existing ones. By using BOXPARK as a destination for the pop up it will mean a lower rent rate than having it in a separate location within London and again show the support you have as a brand with the area and also the support you have with the pop up development.
  • 31. Credits BOXPARK, Shoreditch: www.boxpark.co.uk/wp-content/uploads/2013/05/Boxpark_ Marketing_Brochure.pdf BOXPARK, Croydon: www.boxpark.co.uk/boxpark-croydon/ Croydon Imagery: www. freepages.genealogy.rootsweb.ancestrycom/~sheilawb/ croydon_images.htm Henri Lloyd Brand Images: www.henrilloyd.com/journal www.henrilloyd.com/heritage Bringing the Pop Up to life: Andrew McGowan