black&white

ASOS Pop Up Shop - Integrated Marketing Solutions | MARLY MOULTRIE

PROJECT STATEMENT | ASOS

ASOSASOS is a leading global online fashion and beauty retailer selling over 65,000 branded and own-label products to fashion forward twenty-somethings through our website, asos.com. ASOS ships to over 230 countries and territories from our 1.1 million square foot global distribution centre in the UK. We tailor the mix of own-label, global and local brands sold through each of our nine local language websites: UK, US, France, Germany, Spain, Italy, Australia, Russia and China. ASOS’s websites attract 29.5 million unique visitors. Currently, to expand their reach to their customers they have started pop up shops.

Environmental DesignTo create spec ready designs for their pop up shop in New York, ASOS Black & White, which features a black and white only theme. Environmental designs includes a in-store infographic, outside way-finding, and outside window clings.

Our goal is to maintain the ASOS online brand lifestyle. While Black and White has an excellent minimialist approach in the fashion industry, ASOS does not have just a minimialist approach to their overall design. We most incorporate enticing patterns, interesting textures and stunning visuals to enhance a rather basic approach in fashion.

Our audience is the twenty-something men and women living in New York city, that like a very edgy yet modern feel of clothing. Their salary is between 65k to 120k a year, working in corporate level jobs where a modern, yet business casual attire is appropriate.

The concept is re-inventing the meaning of basic.

Outside way-findingIn-store wall infographicOutside Store Window ClingsIn-Store layout mockup

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inspire.Black & White is the overall

concept behind this Pop-up shop for ASOS. In fashion, black and white are essential staples in everyday to life, it can range from subtle to incredibly bold. Our inspiration behind the design for ASOS is bold and inspirational patterns, large graphics and intriguing spaces. These basic patterns, bold type, and the minimalist appeal in the interior design is what I will be drawing from to create an effective environmental design for the ASOS Black & White Pop-up Shop.

persona.

Name: Martha ClaineAge: 26Occupation: SecretarySalary: 75k - 100k

Martha has been living on the outskirts of New York for years, she loves the life and essence of the city and enjoys the fashion industry as well. Asos has always been a fun place to shop for her next cute trend to wear and is excited to hear a Pop Up shop will be in the city for awhile, she is definitely making plans to shop.

Name: Marcus DallasAge: 30Occupation: LawyerSalary: 150k - 200k

A fashionable lawyer living in the big city, making the big bucks -- ASOS Mens is one of the places that Marcus will go for his casuals or some nice pieces for his day to day. He is interested in checking out the pop-up shop to get ready for the new upcoming trends.

Name: Anna SungAge: 23Occupation: Marketing InternSalary: 55k - 60k

Anna is a fashion blogger living in the New York area, she is coming to this particular spot to do a blog post on the first ever ASOS pop up shop and to purchase a few things. Anna makes enough to get by, but has been saving up to get what she wants for this event.

persona. SHOPTIQUESThe biggest competitor and most direct competitor around. Shoptiques offers random pop up shops as well, all around New York city. Although Shoptiques doesn’t product it’s own line, Shoptiques has a similar boutique shopping as well as

MISSGUIDEDA UK based brand with a similar style, but a younger demographic. This particular competitor is also starting Pop Up shops in NYC to get their Online store going and bring more awareness. Missguided is only Online (like ASOS) and has similar brands that ASOS

UO.COMUrban Outfitters is an established and well known brick and mortar + online store that not only has numerous stores, but also has a mobile pop up shop. While UO’s style goes back and forth between modern & bohemian due to the season, UO.com commands

competition.

ASOS and currently is beating ASOS due to their rigorous advertising and pop up shops within in NYC. They have a more fancy, almost Victorian meets modern feel. Their Boutiques are themed (like red and pink for Valentines, etc.)

also offers Online. Their first POP-UP shop is expected to bring over 5 thousands in RVSP so far. ASOS is considering either opening it during or after their pop -up shop event. Missguided has a very princess and beachy themed.

a powerful number of ASOS’s demographics. UO does not do themed (other then seasons) Pop-Up stores, which gives ASOS a unique approach over UO.com. UO is currently focusing their mobile pop ups on festivals; however has a large store nearby in NYC

the placeTHE HOLE The Hole is a contemporary

art gallery in New York City representing emerging artists run by Kathy Grayson, a curator and writer as well as a former director at Deitch Projects.

In its 2,000 square foot gallery space located on The Bowery, Plenty of room for a POP-UP Shop for a month.

OUTSIDE The exterior of the Pop-Up shop is the most important part of the store. Following the Black & White theme of the store, to create simple, yet visual interest we introduced vertical stripes that will be painted on the sidewalk and

up the brick wall of the store, because this is temporary and not permanent, we must get permission from our landlords as well as receive a temporary permit from NYC.

specs pt.1

1.

2. 3.

4.5.

6.

1. BRICK STRIPES 4. ASOS Girls

2. BLACK&WHITE 5. DOOR

3. ASOS LOGO 6. SIDEWALK LINES

SIZE 3.5 ft l x 1.5 ft w

MATERIALBlack Exterior Paint

SIZE 5.75 ft l x 5.75 ft w

MATERIALPrinted Window Decal

SIZE 1.80 ft l x 3 ft w

MATERIALCut Vinyl

SIZE 5 ft l x 3 ft w

MATERIALFrosted Vinyl Cling

SIZE 1.5 ft l x 3 ft w

MATERIALCut Vinyl

SIZE 9 ft l x 1.5 ft w

MATERIALWaterproof Black Exterior Paint + Sealant

outside areaspecs pt.1

LOBBY The lobby will have our checkout area & iPads available for social following. Due to the area being very small, not much way finding is needed; however, we do have a small “Gals to the Right, Guys to the Left” info-graphic on

the door to the clothing area. The Hounds-tooth print on the checkout counter is one of our signature prints that is available online as well. We also used the arrow to draw the eye to the door of the clothing area.

specs pt.2

1.

2.

3.

4.

1. ARROW 4. ASOS COUNTER

2. WAYFINDING

3. POP UP SHOP CIRCLE

SIZE 2.5 ft l x 1.5 ft w

MATERIALBlack Cut Vinyl + Sealant

SIZE 3.50 ft l x 6 ft w

MATERIALSubsurface Flood Vinyl

SIZE 3.75 ft l x 1.25 ft w

MATERIALCut Vinyl + Sealant

SIZE 1.5 ft l x 1.5 ft w

MATERIALCut Vinyl

lobby areaspecs pt.2

SHOP NOW The Clothing area is a large area, however, we do not want to over power it so the clothing stands out against the wall.

Even though the area is very large, This space does not offer enough space for mass

amounts of inventory, and storage is needed. Only select sizes of our best selling black and white women’s and men’s clothes will be out on the floor. We will have a table for accessories, and shelves for a few select shoes.

specs pt.3

1. 2.

4.

1. GRAPHIC WALL 4. SOCIAL CIRCLES

2. SOLID WALL

3. LARGE LOGO

SIZE 11 ft l x 36 ft w

MATERIALBlack Interior Paint

SIZE 2 ft l x 3.5 ft w

MATERIALWhite Cut Vinyl

SIZE 11 - 13 ft l x 18 ft w

MATERIALBlack Interior Paint

SIZE 13 ft l x 4 ft w

MATERIALWhite Cut Vinyl

clothing areaspecs pt.3

3.

coming soon

JULY 2015 - SEPTEMBER 2015

We are excited to launch our first Pop Up Shop in the USA. Follow us at ASOS.com for more details on our upcoming stores in your area.coming soon

SPECIAL THANK YOU TO WALLPLAY