WAREHOUSE

Presented by Kerri Abraham, Rhys Brown, Emily Gilhooly

& Kayleigh Lewis

Previous Brand Strategy

1976 LondonThat's when it all started for Warehouse and we have been editing fashion for the modern woman’s urban

lifestyle ever since.

WHY?Because we know there is work to be done, fun to be had & heads to turn. And we know that the best fashion fits

around your life.In Style. In Work. In Play. In Life.

● Currently have a poor brand strategy

● No evidence of specific long-term goals

● All aspects of the brand was not covered

● Weak connection with targeted consumers

● Not enough focus on competitors

● Poor Social media presence (Warehouse.co.uk, n.d.)

Target Market

● Females

● Aged between 18-30 years

● Young fashion-conscious

● Shopping on a budget

● Students

● Aspiring for success

Customer Profile

Brand personalityBrand personality is the emotional and human, association to a brand.

WAREHOUSE

Fun

Outspoken

Stylish /

fashionable

Affordable

Flexible

Exciting

Young and current

At WarehouseVISIONWe’re a brand with attitude that’s confident, authentic and consistent. We translate trends into wearable fashion for all our customers. Our exclusive designs offer versatility and quality. We inspire, challenge and engage in a caring way

CULTURE-Our culture is positive, ambitious and focused and our teams are creative and have pride in the brand. The people that work at Warehouse are the brand.

VALUESAuthentic – Proud to be who we areInspiring – Share our vision passionatelyTogether – One team, one voiceSupportive – Making time for othersDynamic – Making things happenEmpowered – Giving and taking ownership

Logo

Product “Dress to impress”, “new season offers” & “occasion wear” has been established by Warehouse as usp’s…..

However, in reality they have struggled with finding their niche in the marketplace and have never really secured their target market.

This has resulted in mismatched clothing that has been described as “dull” and “boring”with lack of interest from the intended target market.

Product continued...Therefore…….

The clothing collection has been redesigned to fit the needs of the consumer. Taking inspiration from the catwalk and the major fashion houses globally, warehouse has created new lines that are for the fashion driven on a low cost budget

After analysing the current ten fashion trends,

Five were carefully selected that fully represented Warehouse’s brand personality and brand image. The five key trends that were selected allow warehouse to meet their customer’s needs effectively

With the addition of an exclusive designer collaboration with Stella McCartney, warehouse has encapsulated british fashion at its best!

Stella McCARTNEY A/W 2016 tribal treason …..

a/w 2016 Tribal treason continued…...

Stella McCartney s/s 2017 colour pop

S/S 2017 Colour Pop continued...

Pricing Decisions Market Position Map

Prices ranging from:

● Tops = £15-30● Bottoms = £25-40● Dresses = £30-85● Shoes = £20-60● Accessories = £12-30

Premium Range Prices:

● £50-100

Helping the cause!Warehouse has proven to be ethically responsible in many areas of their business, however so far they have not partaken in any cause-related marketing activities.

“Cause-related marketing is a type of marketing involving the cooperative efforts for a non=profit business and a non-profit organisation for mutual benefit”

In correlation with the Stella McCartney at Warehouse range, 15% of each bag sale is being donated to Unicef who are currently in Ecuador providing financial aid to those in need due to the recent disaster.

When any garments or accessories from the five other fashion trends are purchased, one piece of clothing will be sent to Ecuador to help clothe a child in need.

Shopping bags

Warehouse daily trading shoppers Warehouse limited edition stella mccartney range

Online- Website

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4- W.World

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Online- Blog

The Blog page will provide:

● Important trend news, fashion tips, OOTD pictures related to celebrities, video

● Warehouses alternatives to outfits that celebs are wearing.

● Related to target audience age group● Allows people to comment/ share the

posts from the Warehouse Blog

These stylists that work for Warehouse will share their advice on currents trends, providing outfits that can be bought from Warehouse. Each will have a slightly different style, making them more relatable to lots of different womens styles.Answer customers questions on their instagram pictures, provide links to find the clothes on the website.

Online- App

● Mobile usage > desktop internet usage…● 2014, usage on shopping apps increased by

174%- highest app category.● APP USAGE has now surpassed Desktop usage● A Good mobile website & mobile App is

necessary to create a robust mobile presence● Creates a richer customer experience

Online- Instagram. ● Beautiful photos ● Shared via different social media platforms● Provide new information● Engaging is important

● Girls post their pictures with hashtag● Wearing/ using warehouse products● Warehouse chooses appropriate photos &

shares the best● ‘Warehouse Look Book’

Online- Instagram continued..

Advertising

● Provides excellent platform to reach target market ● Grazia changed the women’s magazine market by

making producing weekly magazines● Power of magazines

Advertising continued...

● Helps drive a lot of business results- awareness, website visits, sales

● Engaged audience through precise targeting ● Reach mobile audience

Advertising- Billboard

The storeOur aim:

● Revitalize the tired store image of Warehouse● Use visual merchandising to create attractive

window displays, eye-catching product displays, as well as a clean cut, bright, modern, store layout

Current store exterior...

What a Warehouse store currently looks like…

● Bland● Basic● Boring

The store mood board Grey

Colour schemes:

Black

White

Our ideas for the new...Really large, bright windows that aren’t too overcrowded for our flagship stores

Bold, eye catching, window displays

A rough idea...

Step inside...A warehouse inspired theme with a lot of industrial styled clothing racks, box shapes and other quirky shapes to present products on

Fitting roomsFitting rooms leave an impression on the customer; they must have a positive experience in the fitting rooms!

Clean,Spacious,Bright,Comfortable

Store environmentThe Warehouse employee is very much apart of our brand as they contribute to the store environment and provide a service that will be hard for our customers to forget…

The warehouse employee is:

Approachable, helpful, friendly, enthusiastic, confident, wears the brand with pride, aware of promotions and discounts, has great product knowledge, easy to talk to, and fashionable.

Before you see the store, you can hear it….

We want to create a relaxed vibe as well as play the most fun, upbeat, happy songs. We want Warehouse employees to give their attention to each customer, even if it’s just by saying hi!

We want the customer to be able to freely wander around our store in whatever mood they are in and feel happy and welcome, in a little bubble of their own.

Store location --->

“Where can I find Warehouse!?”

Warehouse flagship stores will be situated on high streets in popular cities within the UK and Ireland, as well having stores in popular shopping malls.

In three years time, we plan to expand Warehouse overseas by selling the brand through a pop up shop to see how it sells.

Warehouse in-store eventsIn order to engage with our target market even more...we plan on hosting numerous events in each of our flagship stores!

Store launches

Student night lock in

In-store DJ playing whilst our customers shop

A photo booth which has the ‘WAREHOUSE’ logo on the bottom of each print

Our student lock in - twice a year, with 30% off for students (this excludes exclusive ranges)

Conclusion

� Brand Image

� Communication

� Merchandise

� Store image

� Distribution

� Price Decisions

Thank for taking the time to listen to our presentation!Any questions?