group research & proposal for h&m flagship store in singapore

HAM for H&M!Proposal for H&M’s 3rd Flagship Store!

Studio Group Biatensa H&M Proposal!DE2609 Fashion Management Studio | Yvonne Chia, Ginette Chittick & Circe Henestrosa!Katherina Er (11299)!Venessa Chua (10552)!Teo Jia En (12565)!Yao Qiong, Bini (11621)!FMT4A!

Studio Group Biatensa – Bini, Katherina, Jia En & Venessa FMT4A H&M Store Proposal !

Content !

History!

History & Introduction of H&M!

Concept!Target Audience!Unique Selling Point!Market Positioning!Visual Merchandising:!Store Exterior!

Window Display!Store Interior!Overall Atmosphere!Graphics!Ancillary Designs!

Autumn Winter!

Autumn Winter Collection!Primary Collection!Secondary Collection!5 Key Trends!Outline of Central

Merchandise!


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History & Introduction!


H&M (Hennes & Mauritz AB) Background!

Västerås, Sweden (1947 as “Hennes”)!A Swedish retail-clothing company, known for its fast-fashion clothing offerings for

women, men, teenagers, and children.!First Asian store (also the company’s first franchise) in Dubai, United Arab Emirates, in

2006. !


Concept!

Offer fast-fashion!Quality!Affordable price!Economically, socially and environmentally sustainable!


Target Audience!

Women!Men!Teenagers !Parents (Purchasing power)!

H&M communicates a range of lifestyles and attitudes. Each season they strive to feature models with different looks, styles, and cultural backgrounds to appeal to the wide range of target audience.!


Unique Selling Point!

More choice for consumers; keeps them curious and wanting more!Exclusive collaboration!Enjoyable!Affordable !


Market Positioning (Broad)!

Price! Low! High!

Quality: Low! Economy! Cowboy!

High! Bargain! Premium!

H&M!

Price!

Quality!

ZARA!

Mango!Topshop!

Forever 21!


VM | Exterior & Logo Placement!


Fresh & Attractive! Prominent!

VM | Window Display!


Simple! White Stylized Mannequins!Campaign Posters! Vinyl Sale Stickers !

VM | In-store Level 1 Ladies – Sleek Professional!


Modern & Trendy! Grey & White Hues! Urban Office Ladies!

VM | In-store Level 1 Ladies – Modern Glamour!


Dressy ! Gold & White Glow! Sophisticated!

VM | In-store Level 2 Ladies - Trendy!


Vibrant! Splashes of trendy colours! Engaging!

VM | In-store Level 2 Ladies – Vibrant & Active!

•! "!•! "!


Dynamic! Emphasis! Asymmetrical Balance!

VM | In-store Level 3 Men & Children!


Playground & Nursery Atmosphere!

Pastel Colours!

Organized!

Modern!Lifestyle!

VM | Overall Presentation Style & Atmosphere!


Shopping Playground!Graffiti Style Graphics!

VM | In-store Signage!


Clear ! ! !Effective!Repetition ! !Emphasis!


Seasonal !Fashionable!

Ancillary Designs | Magazines & Online Presence!Frequent Updates !Enticing!


Trendy !Simple !Attractive!

Ancillary Designs | Bags!

Designer ! !Elaborate!

Autumn Winter Trend Apparels Collections!


Primary Collection | Polished Attraction!


Secondary Collection | Luxurious Glamour!


Trend 1 | Sharply Tailored!


Simple !Classic !Fitted!

Trend 2 | Shakespeare in Love Embellishments!


Intricate ! !Decorated !Glamour!

Trend 3 | Luxe Velvet!


Luxe Fabric !Rich Colours !Tailored!

Trend 4 | Modern Military!


Simple !Fine Detailing ! Printed !!

Trend 5 | Belt Up!


Simple !Classic !Fitted!

Marketing Concept & Strategies!


H&M Barcelona Reference!


Inspiration!

Modern, simple & sleek. !


Fonts!


Key Graphics!


Location | VivoCity!


Energy & Vitality!

Across Sentosa!

Dynamic Mix of stores!

Popular with Tourists & Locals!

Floor Layout Level 1!


In-store Display | Entrance!


Explosive Design!

LED Lights!

Vibrant Modernity!

In-store Display | Ladies!


Explosive Design!

LED Lights!

Vibrant Modernity!

In-store Display | Male!


Simple !

Vibrant Modernity!

Floor Layout Level 2!


In-store Display | Children!


Colourful Personality!

Attractive!

Repetition!

Window Display | Ladies!


Simple !Emphasis!

Window Display | Men!


Simple !Repetition! Emphasis!

Window Display | Children!


Colourful ! !Playful! Dynamic!

Ancillary Designs | Hang Tags & Bags!


AW Advertisement Campaign!


Simple !Classic!

Christmas Campaign Look!

Classy Attractive Party Look!


Christmas Advertisement Campaign!


Strong Attractive Looks!

Christmas Packaging & Window Display!


Party Glamour!

Promotion | Publicity Campaign!


Store Opening Promotion!

First 10 customers to receive gift cards worth S$250 each. !

Live Band (inspired by D&G)!

$20 Vouchers, for media and press.!


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Christmas Promotion!


New Retail Concept | Pop-Up Store!


New Retail Concept | Accessories Expansion!


New Retail Concept | Technology Soft Sell!

Soft Sell Approach!

Using IPAD as interactive media!

Hard Sell Approach!


Thank you for your kind attention. #We hope you enjoyed our #

HAM for H&M!

presentation! (:!


References!

Book References!Fashion Branding by Miquel Abellan!

Online References!http://about.hm.com/!http://www.hm.com/us/!https://www.facebook.com/hm!http://www.archdaily.com/10512/hm-store-in-barcelona-estudio-mariscal/!http://en.wikipedia.org/wiki/H%26M!https://www.facebook.com/pages/Tab-Adapt/105078662933100!

Image References!http://www.style.com/!http://www.archdaily.com/10512/hm-store-in-barcelona-estudio-mariscal/!http://www.vogue.co.uk/fashion/trends!http://www.vogue.co.uk/fashion/autumn-winter-2012!http://www.fashionising.com/trends/b--fall-2012-fashion-trends-autumn-winter-2012-trends-13501.html!http://www.guardian.co.uk/fashion/gallery/2012/feb/28/autumn-winter-trends-wear-now!http://fashion.telegraph.co.uk/galleries/TMG9098470/London-Fashion-Week-trends-autumnwinter-2012.html!http://www.telegraph.co.uk/sponsored/sponsored-features/9130742/Trend-Report-London-Fashion-Week-

AutumnWinter-2012.html!http://www.ellecanada.com/fashion/trends/fall-winter-2012-trend-report/s/4034/!


group research & proposal for h&m flagship store in singapore

Business

jia en amp

venessa fmt4a

store proposal

amp

5amp

amp

proposal

katherina