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Transcript

Victoria Stacey, Biondi Bachew, Ramona Granatelli, Nino Gaiashvili and Mariangela Almeida

Overview

  • Beyond Retro - the Concept
  • SWOT
  • Target Market
  • Product offering
  • Pricing strategy
  • Store layout
  • Visual display
  • Consumer Experience
  • Communication & Promotion
  • Impact of Internet & related technologies
  • Key strategic issues
  • Recommendations

Beyond Retro - The Concept

  • The trademarked Beyond Retro, is a retail store specialising in vintage and unique clothing and accessories.
  • Beyond Retro is unique as its clothing is either, sourced directly or indirectly from charitable stores mainly from North America by its specialised clothing buyers, or provided by its own label brand ‘Beyond Retro Label’.
  • Due to the nature of the store there may not be more than one size in a particular style, which sets this store apart from other non-charity store retailers.
  • The store which originated in London is a multi channel retailer, having both physical locations across London, as well as offerings online, via is own website.

SWOT

Weaknesses

Strengths

  • Do not use customer database to full extent.
  • Very little advertising
  • Staff may be standoffish
  • Well established brand
  • Good website design
  • Fair pricing
  • Own product line
  • Customer database
  • Located near their market

Threats

Opportunities

Competition from other retro/ vintage stores

  • Build on customer database
  • More advertising
  • Re-vamp website like European website

Target Markets

  • The ideal consumer works and plays in London’s “hip” areas such as Shoreditch and Dalston. and has a job that supports retail shopping habits.

  • There is no preferential gender assigned to the consumer profile, however the consumer would have a specific style aesthetic.

  • The consumer would either be unmarried or newlyweds, who work in the creative sector and are quite liberal in their views.
  • Beyond Retro’s stores are ideally situated to capture its target market, which is to say that consumers profiles stereotypical of locations such as Dalston and Brick Lane match Beyond Retro’s primary niche.

  • These consumers are young adults, that is 20’s-40’s who are style conscious and identify as trendy. The core market, would shop at Beyond Retro because of the unique selection on offer, knowing that there would be a low chance that someone else would have the same garment as those in store, however this person does not have to be a devoted vintage collector.

Product Offering

Pricing Strategy

  • Reasonable prices
  • High quality vintage clothes
  • Warehouse based in East London
  • New stock, 3 times a week

"The quality and selection is extremely impressive and relatively cheap in comparison to some of the charlatans selling vintage on Brick Lane. But be prepared for hardcore browsing."

  • Staff discount
  • No loyalty programme & no sales

Customer Experience

Definition

“customer experience is an interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against customer expectations across all moments of contact” (Shaw et al.2010)

Visual Display

Store Layout

Signage and Graphic

Reasonable pricing (dresses £10-20), and mountains of unique and fabulous items, this place is a real gem.

  • No directions, categories and point-of-sale signals employed
  • Visual representations

Grid:

  • Mix of straight, angular and diagonal store panels
  • Employment of grid and shelves
  • Layout and design: Brinkworth (All Saints)

They have a remarkable selection of shoes and boots, amazing jumpers your Nana would've worn Christmas past and even better

Feature areas

  • Lack of standardization
  • Consistency in displays, counters and fitting rooms
  • Walls, windows and floors: vintage feeling

Garment Organisation:

  • Two sections: male and female
  • Each section is divided by clothing type and colors Categories organized according to current trends

“For every garment that makes it to the floor, we probably look at more than 1,000 pieces. And with an average selling price of around £15 we do have to shift a lot of units.”

The staff are very clued up and can advice if you have a specific need (Say you need a 1940's costume for a party)

There is such an awesome array of well organized, color (and pattern) coded clothes laid out in this big space.

Communication & Promotion

Communications

  • Database of customer emails
  • Do not have a loyalty programme

Promotions

  • Billboard on Brick Lane
  • Hand out flyers
  • Good online promotion

Impact of Internet & related technologies

Social Media

Website

Quick link to their website for online shopping

Store events

Quick links to social media

Competitions

Christmas Sale promotion

Simple design and easy to navigate

Link to their Instagram photos and account

Pinterest

  • Selection of Pin boards
  • Allows customers and followers to see what their style is and get ideas

Key Strategic Issues - Location Strategy

Advantages

  • are more differential than comparative
  • bought directly or indirectly from charitable organizations
  • well-managed logistics;
  • large number of stores and easy access;
  • online shopping;
  • excellent customer service;
  • recycles used clothes;
  • environmental friendly;

Issues

  • Overstocking;
  • No advertising and offer campaigns;
  • No Sales or Promotions;
  • No loyalty programme

Strategies

  • Weekly reports from the main stores around the globe
  • Beyond Retro Label
  • a project custom-made to reinterpreting vintage items and fabrics
  • excellent customer service
  • encourage and promote sustainability
  • opened stores across the globe
  • by opening stores across the globe, and hence it became an advantage, as easy access and availability increased the number of customers.

Recommendations

Communications

  • Increase content inside emails
  • Increase email interaction
  • Website re-vamp similar to European website

Promotions

  • Print advertising in local newspapers
  • Organised shopping events

Sourcing

  • Local sourcing

Thank You.

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