A retail concept for Everlane s introduction into the Dutch market

Transcription

1 A retail concept for Everlane s introduction into the Dutch market

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3 TABLE OF CONTENTS 1. Concept Look & feel Location Floorplan Interior Fixtures Store front Lighting Sources / 42

4 1 / 9 CONCEPT CONCEPT Everlane s introduction into the Dutch market will make use of a temporary popup store as the Dutch target group wants to experience brands in an immersive way, which they feel they can in a store more so than online. Especially with new brands they find it interesting and important to get to know the whole brand story from A to Z, and get to know their product first before ordering something online (and possibly having to return it). The pop-up store will communicate Everlane s essence of radical transparency and give the customer the opportunity to try on the most basic items of the collection. The reason for stocking only the most basic items is that there s a gap in the Dutch market for Everlane to be thé basics brand. Also, the Dutch target group earns slightly less than the North American customer, so the focus will be put onto the lower priced items, which are the most basic pieces. If Everlane s introduction into the Dutch market and the pop-up store prove to be a success, other parts of the collection can be highlighted in future pop-up stores. Examples of these include the E2 collection, the cashmere items, wool items, shoes, bags, etcetera. The collection is not physically for sale in the pop-up store to keep the distribution and stocking processes as smooth as possible, and to make the customer aware of the fact that Everlane is an online-only fashion brand. The pop-up store will stay open for 8 weeks to give the Dutch target group enough time to visit the store, in order to reach as many of them as possible. The target group has a very busy day-to-day schedule, so to get them into the store it will have to be open for a longer period of time. As the pop-up store is part of an introduction, it will not stay open forever. This is to avoid spending huge amounts of money on rent, which is the main reason for Everlane to remain an online-only brand. 4 / 42

5 1 / 9 CONCEPT We love community, so having a space where people can come is really important. People like physical experiences so we want to be there and create these experiences. - Michael Preysman, CEO and founder of Everlane 5 / 42

6 2 / 9 LOOK & FEEL My perfect store? A tranquil but inspiring place; a gallery for clothes. - Eveline, 23, communications manager LOOK & FEEL The look and feel of the pop-up store has a two-fold. The first experience the visitor gets is a chaotic and overwhelming one. The second part of the store is the very opposite: open and calm. It gives a lot of space and attention to the carefully selected products. Both the saturated and the clean white space give a candid feeling: they give a very raw and honest portrayal. Visually linked fragments convey a sense of layering. 6 / 42

7 2 / 9 LOOK & FEEL Material Revealing Light Natural Transparent plastic Natural wood Light frames 7 / 42

8 2 / 9 LOOK & FEEL Colour Monochrome Natural Bright 8 / 42

9 2 / 9 LOOK & FEEL Shape Fragmented Linked Geometric

10 3 / 9 LOCATION LOCATION The pop-up store will be located on the corner of the Keizersgracht and Huidenstraat in Amsterdam. Situated on a corner, the store has large windows with a lot of natural sunlight coming in. Combined with the high ceiling, the store has an open and spacious feeling. The large windows give the opportunity for more people to see the basic white tee, unravelled, and find out about the brand story. The store is located in the 9 Streets in the city center of Amsterdam. This area is known for its boutique stores and is home to many galleries and hospitality hotspots. The target group visits this area often, which makes it the perfect place for Everlane to introduce itself. 10 / 42

11 3 / 9 LOCATION 11 / 42

12 4 / 9 FLOORPLAN BASEMENT Section cut AA Section cut BB 12 / 42

13 4 / 9 FLOORPLAN A B entrance production story disassembled tee in frames A B 13 / 42

14 4 / 9 FLOORPLAN GROUND FLOOR Section cut AA Section cut BB 14 / 42

15 4 / 9 FLOORPLAN A B exit computer: buy online production story product display A B fitting room 15 / 42

16 4 / 9 FLOORPLAN 16 / 42

17 4 / 9 FLOORPLAN 17 / 42

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20 5 / 9 INTERIOR 20 / 42

21 5 / 9 INTERIOR 21 / 42

22 5 / 9 INTERIOR BASEMENT Visitors enter the store in the basement. This is where they re visually and audibly taken through the production process. All walls are covered with successive visuals of this process: from designing to shipping. Screens play videos of each step in the process, shot from the maker s perspective. Sounds recorded during the production are looped in the order of the process. 22 / 42

23 5 / 9 INTERIOR 23 / 42

24 5 / 9 INTERIOR For a more tangible translation of the production, it s illustrated through the physical product. The frames in the middle of the room show the different stages of the production of a tee. They feature the technical drawing, pattern pieces, fabric, labels and sewing thread. Texts stating what parts the tee was made of with a graphical reference to mathematical sums are displayed on the floor. 24 / 42

25 5 / 9 INTERIOR 25 / 42

26 Packaging Ironing Sewing Cutting Care label printing Los Angeles Los Angeles Los Angeles Los Angeles Los Angeles 5 min 3 min 30 min 5 min 2 min 0,06 0,04 0,36 0,06 0,06

27 Fabric knitting Yarn spinning Transport Cotton growing Design Los Angeles Los Angeles India Los Angeles India San Francisco 10 min 15 min 30 days 25 weeks 11 hr, 20 min 0,28 0,42 0,05 1,03 4,83

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30 5 / 9 INTERIOR GROUND FLOOR When going up to the ground floor, the visitor experiences a stark contrast between the two rooms. Where the basement is filled with visuals all around, the ground floor feels more open and light. Here the production process is illustrated on the basis of its data. The price, time and location of the production process is shown in a chronological order to make it as accessible for the viewer as possible. At the end of the production process, at the rear end of the wall, the decide the price promotion is explained. This promotion links to the final production price of a tee, that can be influenced by the fluctuation of demand and supply. 30 / 42

31 5 / 9 INTERIOR 31 / 42

32 5 / 9 INTERIOR To stimulate the commercial goal of selling, visitors are given the opportunity to purchase products online. This is done to keep the distribution and stocking processes as smooth as possible, and to make the customer aware of the fact that Everlane is an online-only fashion brand. Products are displayed in the center of the room. By placing all clothing at the end of the store, customers will need to go through the production process first in order to get to the final product, which will increase brand knowledge. 32 / 42

33 5 / 9 INTERIOR 33 / 42

34 6 / 9 FIXTURES FIXTURES The fixtures used in the store are made from a very minimal amount of materials to keep the look as light and open as possible. All fixtures are made from white, wood and transparent materials to fit Everlane s style. The clothing display on the ground floor is made from wood with a part painted white, the tee frames are a combination between white steel and wood, and the small desk with the computer is made from that same white steel combined with a transparent table top. Clothing display 34 / 42

35 6 / 9 FIXTURES Unravelled tee frame Computer desk 35 / 42

36 7 / 9 STORE FRONT STORE FRONT As two sides of the store are taken up by large windows, passersby can see into the whole store, increasing brand knowledge. To put the complete focus on the story told instore, no items are placed in the window sills. 36 / 42

37 7 / 9 STORE FRONT 37 / 42

38 8 / 9 LIGHTING LIGHTING With large windows on the ground floor, this room gets filled with daylight. The basement however has much less natural light. By keeping the back end of the store open like a vide, a part of the light reaches the basement. Spots in the ceiling make both the basement and the ground floor brighter. The warm white light from these spots is very close to natural daylight to give it an open and clean feeling without making it too sterile. 38 / 42

39 8 / 9 LIGHTING 39 / 42

40 9 / 9 SOURCES SOURCES LOOK & FEEL Page 7 Stocker, Esther Les chambres géométriques. [Web] Available at: etapes.com/les-chambres-geometriques-d-esther-stocker. Accessed 02 Dec Mau Cau Thang Dep [Web] Available at: pinimg.com/736x/0b/2a/78/0b2a78985fcf445c06fe90acb1d75161.jpg. Accessed 02 Dec Schipfer, Noemi; Nakamoto, Takami. Nonotak. [Web] Available at: emptykingdom.com/featured/nonotak-studio/. Accessed 02 Dec Page 8 Greg Melander Layers of lines. [Web] Available at: com/post/ /pattern-layers-of-lines. Accessed 02 Dec Shopstyle Everlane Studio. [Web] Available at: blog/why-everlane-has-best-shopping-chic-basics Accessed 02 Dec Early Work Everlane. [Web] Available at: everlane/. Accessed 02 Dec Page 9 Herman de Vries Reconstruction of Ruimtelijke toevals-structuur. [Web] Available at: Accessed 02 Dec Everlane [Web] Available at: BEpSBLfGsJc/?taken-by=everlane. Accessed 02 Dec Aumorfia [Web] Available at: Accessed 02 Dec LOCATION Page 11 Coen Pohl Map of Amsterdam. [Web] Available at: net/gallery/ /map-of-amsterdam. Accessed 02 Dec / 42

41 9 / 9 SOURCES FLOORPLAN Page 12 Page 13 Page 14 INTERIOR Page 15 Page 16 Page 17 Page 20 Page 22 Page 23 Page / 42

42 9 / 9 SOURCES Page 28 Page 30 Page 31 Page 33 FIXTURES Page 34 Page 35 STORE FRONT Page 37 LIGHTING Page / 42

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