ADRENALINE PRESENTATION COMPILED

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CaseHistory2001 2002

CLASS NO 1 GROUP NO 6 NAME OF COORDINATOR Bea Brion

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BRAND DESCRIPTION

Adrenaline believes that there are absolutely NO LIMITS when it comes to living life. It encourages young adults to seek for the rush of excitement through welcoming the idea to be your own person, to blaze new trails, and to discover new wonders.

Adrenaline – live life with NO LIMITS.

Life has no exact meaning. YOU put meaning into it !

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Every girl is daring and adventurous in her own way. With that, Adrenaline targets females from ages 20-35 years old by providing diverse styles of clothing for self-expression. As a brand, it focuses on edgy and trendy pieces of clothing and accessories.

Target Customer Description

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DNA of our Brand Identity

Adrenaline represents young female individuals who are able to strike a balance between leisure and work. This includes women who are cultured, audacious, goal-oriented, pioneering, free-spirited, and stylish.


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A D R E N A L I N E Brand atmosphere

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A D R E N A L I N E Brand culture

EXPLORE DREAM DISCOVER


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A D R E N A L I N E

What do you want to communicate with this brand?

Adrenaline aims to promote fun-loving, audacious, and di rigueur line of clothing among young Filipina women.

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A D R E N A L I N E

How do you want to communicate?Given Adrenaline’s youthful nature, it hopes to create tie-ups with established brands like GoPro (the world’s best adventure camera) and Rayban as these brands target the same characteristics of customers as we do. The tie-ups will only run in the first year of the brand in order to create a new market that incorporates our own brand, as well as to gain new customers from the brands that we tie-up with.

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A D R E N A L I N E

MEANS OF PROMOTION: Billboards, magazines, exclusive events such as launches and fashion shows, and social media (Facebook, Twitter, Instagram and Youtube)

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A D R E N A L I N E DNA / MOOD

The mood of Adrenaline can be represented by California, specifically Los Angeles. The lifestyle in L.A. is casual and laid-back, but at the same time, its doors are open to many adventures and opportunities to go beyond the ordinary – which is what Adrenaline wants for its consumers to aim for.

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A D R E N A L I N E DNA / MOOD

A U D A C I T Y

The audacity of a person defines how willing he/she is to take risks. With Adrenaline, the consumers can take risks in terms of fashion through prints and bold styles that the brand offers.

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A D R E N A L I N E

A D V E N T U R E

California gives the idea of being free-spirited and the life of adventure. Adrenaline wants to transcend such to its consumers. Through its products, Adrenaline’s consumers will have the freedom to have fun in terms of their clothing and eventually, their lifestyle.

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What makes our brand unique?

We offer the opportunity for women within the age group to establish their identity by not limiting self-expression through our clothing. But rather, encourage them to be the best that they can be and to embrace new experiences to sharpen the edge of life. It has a purpose beyond money. It aims to sell fun, freedom, and youthfulness.

“Style is a way to say who you are without having to speak.”

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DNA / MOOD

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DNA / MOOD – Fun-loving

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DNA / MOOD - Audacious

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DNA / MOOD – Fun-loving

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DNA / MOOD – De rigueur

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Customer Profile

Kim Jones• 26 years old• Television and events host• Model/Brand Ambassador• Trendsetter and Style

Inspiration• Top Fashion Blogger• Outdoor Enthusiast

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To date, she has worked and partnered with Mac, Neutrogena, Vitress, TechnoMarine, Pandora, ForMe,

Rags II Riches, Topshop, Tommy Hilfiger and more.

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Social Class: Upper Middle Class – Upper Class

Likes: outdoor activities like soccer, surfing, running, boxing, and traveling as well as watching all kinds of movies

Dislikes: staying at home, gloomy weather

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RETAIL POSITIONNING

TRADITION STYLISH CLASS FASHION AVANT GARDE

SPECIAL EVENT

DAY WORK

CASUAL CITY

CASUAL W/E

ACTIVE SPORT

Adrenaline

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EXACT LOCATION IN MANILA

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SM AURA PREMIER, Mckinley Parkway, Fort Bonifacio, Metro Manila

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SM AURA

Operating Hours

Weekdays: 10 AM – 9 PM

Weekends: 10 AM – 10 PM

In-charge of rent: SM Supermalls

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COMPETITORS’ LOCATION

BERSHKA

ADRENALINE LOCATION

TOPSHOPFOREVER 21

FOREVER 21

COTTON ON

COMPETITORS’ LOCATION IN SM AURA

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BERSHKA

1st level of SM Aura

530 sqm


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TOPSHOP

1st level of SM Aura

530 sqm


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COTTON ON

2nd level of SM Aura

850 sqm


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FOREVER 21

1st and 2nd level of SM Aura

500 sqm/floor

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DETAILS FOR A 400 sqm STORE IN SUM AURARent Cost per year - Basic Rent (rent per sqm) + 3% of sales

Rent Cost per sqm – Average rent is Php 1,000/sqm or US$23/sqm

Cost of electricity – Php 80,000/month or US$ 1,900/month

Total Turnover per season – Monthly revenue for the mall is Php 50 million or US$ 1,155,268.05

Average no. of people going inside the mall per day – Approximately 1,000 people visit the stores a day but only roughly around 60 people buy

Foot traffic in the mall on weekdays is 20,000 and 40,000 on weekends

In-charge of Rent – SM Prime Holdings

Source: Carlos Vilchez – SM Aura Mall Manager

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Value of the merchandise you can present on display in the Store

First delivery = 12,800,000

Estimate the number of VISITOR you will have by day – 400

Estimate the number of BUYER you will have by day – 100 customers (1,300 average purchase)

Number of Buyer per day = 80

Opening day by month 30

Number of month 6

Average Retail Price 1,300

Estimated Turnover Base on Traffic Pesos = 23,725,000 per season

Estimated Turnover Base on Budget Pesos = 24,000,000 per season

Adrenaline Store Concept

PANTONE COLORS OF THE STORE

STORE FRONT

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Rosewood for bordersSatin Opaque glass with LED backlight

Mix of woods:- Maple- Mahogany- Wallnut

Clear glass

Logo with LED backlight

STORE FRONT

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11 feet

15 meters

From the floor to the top of the window: 10 feet

From the top of the window to the top of the whole front window:1 foot

Wooden part with the logo Door entranceWindow 2 meters 5 meters

8 meters

WOODEN DOUBLE HINGED DOOR

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Opening Hours (painted on glass)

Accepted Credit Cards

WINDOW

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The window projects a sneak peak to the main theme of the store, which is Los Angeles. The window display reflects the balance between a chill yet lively vibe of the city. This includes the laidback lifestyle in the beach, as well as, the buzzing and energetic atmosphere of the streets.

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CaseHistory2001 2002MOOD OF THE BRAND

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CaseHistory2001 2002MOOD OF THE BRAND

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Identity Presented in the Shop

We will present four different themes for the four ends of use that

we offer. These are casual city, casual weekend, day work and

active wear. Each end of use will be presented in the following slides with

its respective themes.

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CASUAL CITY – Hollywood Walk of Fame

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CASUAL WEEKEND – beach vibes

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DAY WORK – Downtown LA

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ACTIVE SPORT – streets of LA

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FLOORING

Polished Concrete Flooring – in order to

balance the wood furniture

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TYPE OF LIGHTING FOR THE COUNTER

TYPE OF LIGHTING FOR THE MERCHANDISE IN WINDOW

Pendulum Lamp (Warm White)Round Halogen Ceiling Spotlight

(Warm White)

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TYPE OF LIGHTING FOR CHANGING ROOM HALLWAY

TYPE OF LIGHTING FOR FITTING ROOM CUBICLE

LED downlights Modern pendullum lamps

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Racks for Merchandise

Industrial Garment Rack (Metal & Wood) for Merchandise on the sides

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Tables for folded merchandise

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TYPE OF MANNEQUIN COUCH

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CASHIER HANGER

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CaseHistory2001 2002In-Store Concept: The concept we want for the store revolves

around the simple combination of wood, cement and bricks. It is inspired by Venice in L.A. where it is known for its beaches and circus-like ocean front, as well as entertaining and interesting

persons such as fortune tellers, artists, and vendors. This calls for so many spontaneous adventures and activities to try

– The Los Angeles vibe.

LAYOUT OF THE MERCHANDISE

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DESIGN INSIDE THE STORE

The design of the store will be based on the four different ends of use with their respective themes.

CASUAL CITY

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CASUAL WEEKEND


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DAY WORK


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ACTIVE SPORT


Balcony for elevated area

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CHANGING ROOMS

Outside of the changing rooms – meant to be plain so that the pop of colors can be reflected

through its interior

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CHANGING ROOMS

The interior of each changing room will have the same wallpaper but the shades of these will differ per changing room. (10 changing rooms)

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Design Presented Behind the Counter

We will only use one backdrop for the counter, which is the brand name. The wall will be painted with a black matte finish and will have 3D lettering made out of stainless steel with LED backlights on each letter. Similar to this ---------------------------------->

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COUNTER

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Pricing Information

For the windows, we decided not to put any pricing information unless there are sales promotions in order to inform buyers. On the other hand, we would be placing prices on round silver frames that are big enough to read in order to be direct.

PHOTOS FOR PUBLICITY

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PANTONE FOR PACKAGING AND TAGS

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DAY WORK

DESIGNS FOR TAGS PER END OF USE

Length: 3 inches

Width:1.5 inches

INFORMATION INCLUDES:

-Brand identity-Brand tagline-Brand website-Price-Size -Type of clothing-Color of item

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CASUAL CITY


Length: 3 inches

Width:1.5 inches



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CASUAL WEEKEND


Length: 3 inches

Width:1.5 inches



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ACTIVE SPORT

Length: 3 inches

Width:1.5 inches



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WASHING INSITRUCTION LABEL GARMENT TURNED INSIDE OUT

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WHERE TAGS WILL BE ATTACHED

LABELING TAGS FOR ADRENALINE BOTTOMS (INSIDE AND OUTSIDE)

SAME PLACEMENTS OF BRAND TAG ON SKIRTS, SHORTS, ETC. (INSIDE)

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DESIGNS FOR BAGS PER END OF USE

DAY WORK CASUAL CITY

Wide paper bag dimensions:Length:10 inches Width: 15 inches

Tall paper bag dimensions:Length:13 inches Width: 9.5 inches

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DESIGNS FOR BAGS PER END OF USE

CASUAL WEEKEND ACTIVE SPORT

Wide paper bag dimensions:Length:10 inches Width: 15 inches

Tall paper bag dimensions:Length:13 inches Width: 9.5 inches

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SPECIAL PACKAGING OF ADRENALINE

Business

ADRENALINE PRESENTATION COMPILED